As an author and entrepreneur, it’s important to remember that we are creating books (which are our products) for others to read and consume.
So the key question is to always think about the end use of your product.
As an author, the product I am creating is a book. And I apply entrepreneurial techniques to my author business.
If you want your book to be a success, you need readers to buy it. Here is the formula for the success of your book:
Book Sale = Your Book + Reader
So you need to identify who you are writing your book for. Who is your reader?
The best way to do this is to create a Reader Avatar.
A reader avatar is your ideal reader
The point of creating an avatar is to understand who your reader is, what their issues and concerns are, and how your book (your product) is going to solve for that.
In this post, I share with you how I created my reader avatars for my upcoming book Escape The Cubicle: Quit The Job You Hate. Create A Life You Love.
You can use the same approach to create your own unique reader avatar for your book.
Step 1. Ask yourself what your book is about?
Escape The Cubicle is about finding your passions, living on purpose and unleashing your potential by helping you to find and do fulfilling work that makes you happy.
Step 2: Who is your book for?
- Corporate professionals or those in jobs they don’t enjoy who want to escape the 9-5 grind
- People who want to start a business and be entrepreneurs
- People who know they can be and do more but don’t know how to identify what they can to unleash their highest potential
- People wanting more freedom in their life (the freedom to work and earn how they please, not constrained by being at a desk for a certain amount of time)
Step 3: Why should they read it?
To find their passions, live on purpose and unleash their potential.
Step 4: Does your title show the problem you are solving for?
Your title should state the problem you are addressing and mention the solution you are providing.
For example, take a look at my title:
Title: Escape The Cubicle
What problem is it stating?
- Feeling stuck
- A cubicle symbolises the traditional status quo, office)
Now take a look at my sub-title:
Quit The Job You Hate. Create A Life You Love
What solution is it providing?
- Will show the reader HOW they can quit the 9-5 grind
- How to create the life they want
The title needs to do the hard work by not making the reader think twice about picking up your book.
Your job as an author- entrepreneur is to make it as easy as possible for your reader to pick up the books.
Just like any business, your solution needs to make life easier for the person who is buying the product i.e your book.
Step 5: What do your target readers want?
My readers are stressed professionals who hate their day job and want to do something different.
Step 6: What are the user’s (reader) key pain points?
- Doing unfulfilling work
- Their work makes them unhappy
- Not living a passionate life drains all areas of their lives
Step 6: Features versus Benefits of the book
I like to think of features as the visible things inside the book, whereas the benefits are the invisible side effects of the book i.e the impact your book will make on the reader.
For example, the features of Escape The Cubicle are:
- Case studies sharing how other ordinary people have created lives they love and ditched the cubicle
- Practical exercises per chapter to help the reader put their learnings into practice
The benefits of Escape The Cubicle are:
- The reader can learn how to quit the job they hate
- How to practically create a life they love by following the instructions in the book and taking relevant action.
Step 7: Now put this all together to create your multiple reader avatars
In my case, the ideal reader for Escape The Cubicle: Quit The Job You Hate. Create A Life You Love has all or some of these characteristics:
- Who is my reader?
- Bored professional, smart office worker in his late 20s 30s and early 40s
- What does my reader want?
- To quit the 9-5 grind, have more flexibility in his life
- What are his thoughts? What troubles him?
- ”I hate my job.”
- ” I want to do something but don’t know what that is.”
- ”I’m worried about finances, responsibilities if I quit my job now.”
- ”I feel I am too old to retrain.”
- ” I am confused.”
- What emotions does my reader have?
- Feels stressed
- Wants to be happier
- Feels bored with life
- No focus in life
- No purpose
- Feels lack of direction
- No goals to strive towards
- No excitement for work or life
- What problems does he face?
- Limiting self-beliefs
- lack of self-belief
- What are his fears?
- Afraid of losing his home, family, image, fear of making changes, fear of failure
- What is the demographic of my reader?
- Males and female in their 20s, 30s and 40s
- Lives in the city
- Commutes into the city
- Busy professionals with a dozen competing obligations and responsibilities
- All have some personal and family obligations and challenges to deal with that make it hard to change the work they find themselves in
- They feel drained at the end of the work day
- Can’t find the time to do something else
- Feel stuck in their life
The final steps are to put all the above together to create three reader profiles.
It’s a good idea to create a few profiles as your book is likely to appeal to a few people in your demographic.
You can also create a short blurb addressing the concerns of these readers.
To make it memorable, I have given my avatars alliterated names to help remind me of what their key concerns are.
Reader Avatar 1: Fed up Fred Or Stuck Steve
Fred wants to quit the 9-5 grind and do something different. He is in his late 20s and needs the courage to make a change. He works long hours which leaves him drained and tired, he has a young family and feels stuck with family obligations and a mortgage to deal with.
How Can Escape The Cubicle help Fed-Up, Fred Or Stuck Steve?
Blurb: Escape The Cubicle is a practical guide to help you take action and get unstuck. It can help you to discover what you are passionate about and do work that matters to you.
Reader Avatar 2: Confused Charlie
Charlie doesn’t know what work he likes to do and is confused. He doesn’t know what to do next but knows he is not happy where he currently is. He wants to be happier in all areas of his life. He wants to identify what he can do next and how to do it practically.
How Can Escape The Cubicle help Confused Charlie?
Blurb: Escape The Cubicle is a practical guide to help discover how to live on purpose, take the action you need to take and be happier in all areas of your life.
Reader Avatar 3: Meaningful Mary
Mary wants to find more meaning and purpose in her life. She is a mother with a young family, but she still feels something is missing in her life.
How Can Escape The Cubicle help Mary?
Blurb: Escape The Cubicle will help you how to start living a purpose-driven life by helping you to identify which values you need to live by.
Have you created reader avatars? How do you identify your ideal reader? Please join in the conversation by posting a comment below or like and share.
Also published on Medium.