Joey Coleman is another successful Author who understood the power of defining his message and target audience. Wide and shallow is for professional writers hoping to sell a lot of books to many different audiences. This is the difference between being a mile wide and an inch deep, or an inch wide and a mile deep. If he had written his book for a broader demographic, it wouldn’t have had the same impact. Because Lorenzo spoke directly to a niche audience, his book is now taught in college classes. Ironically, that often leads Authors to a wider readership. His Author brand was “Here are the specific ways you can do it, and here’s why you should trust me to help.”ĭon’t be afraid to target a narrow, niche audience. His message was that those students could find a path to success from where they were. Lorenzo’s audience was Hispanic students who came from impoverished backgrounds and didn’t have the means to pursue a university education. Specifically, he explained how to find a mentor, build a network, and move beyond entry-level jobs. Lorenzo reoriented his book and focused on how his story could directly solve the problems of those teenagers. There were virtually no Hispanic CEOs who wrote books and none who wrote them in a way that resonated with kids from working-class families. It was about how those experiences could help a specific audience: Hispanic teens. Once Lorenzo started working with Scribe, he learned that his message wasn’t really about his personal experiences. And perhaps most importantly, he didn’t have someone to steer him toward a clear message. He knew that he had a nontraditional story, but he found it nearly impossible to write the book without support. The book focused on Lorenzo’s journey from teenage grocery-bagger to CEO. He struggled to write The Cilantro Diaries for over a decade. Good Author branding addresses your target audience directly and tells them, “Here is how I can help you, and why I’m the person to help.”Ī great example is Lorenzo Gomez. If you’re like most nonfiction Authors, your goal is to use your book to establish your legacy, impact others, increase your authority, raise your visibility, drive new leads, earn revenue, and possibly get you speaking engagements or other opportunities.Ī focused book that appeals to a niche audience is more likely to achieve those goals than a broad book that only marginally appeals to many different audiences.īy the time you publish your book, you should have a clear idea about the message you want to convey and who you want to convey it to. The strongest Author brands start by offering a clear solution to a specific audience. How to Create a Strong Author Brand Step 1.
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