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Scenarios to Help Understand Who Your Audience Is

Beneath the Cover, writing a book, humanize your persona, understand your audience

In my last post, we took a look at how more details help humanize your persona for your audience. Here are two scenarios to help you understand that. Scenario 1 You have two minutes to sell your business to a person you’ve never met, a person you can’t see and one you know nothing about. […]

Appropriation, Fair Use, Theft

We live in an age of appropriation. Movies are often remakes of earlier movies or television shows. Old television shows get remade. Songs get sampled in other songs. And other people’s art often shows up as part of other works of art. A case involving Richard Prince, who often appropriates art, is roiling the world […]

Becoming Intimate with Who Your Audience Is

Beneath the Cover, writing a book, build intimacy, knowledge of personas

In my last post, we took a look at why it’s important to be specific when coming up with the story of your individual client personas, in order to get at the humanity behind the demographics. Here we’ll go into a little more detail about personas themselves. What’s the purpose of using personality traits and […]

Getting Crystal Clear on Who Your Audience Is

Beneath the Cover, writing a book, target your marketing, who your audience is

In my last post, we took a quick look at the basic psychology of personality, as it applies to the concept of personas. Here we’ll go into a little more detail about personas themselves. Personas are representative examples of the specific kind of person who’s interested in your book, business, product or service. A persona […]

Your Audience and a Sense of Belonging

Beneath the Cover, writing a book, hierarchy of needs, connect with your audience

In my last post, we touched on how personas can help you in all aspects of your business, but in particular in your relationship with your reader-audience, and how personas will make it easier to write a book geared toward your target market. Here, we’ll look at the basic psychology of personality, as it applies […]

The Motivations Behind Your Clients’ Individual Choices

Beneath the cover, writing a book, uncovery process, concept of personas

In my last post, we looked at how treating the customer as an individual leads you create a stronger marketing message, and build a better product (or write a book that more people might respond to). We work with our clients during our uncovery process to create the personas that the client can use to […]

Moving Beyond the Faces in the Crowd

Beneath the Cover, writing a book, competitive personality, methodical personality

In my last post, we looked at how personas are an essential part of knowing your customer, since personas, which are detailed descriptions that represent individual personality types within your audience, can help you truly visualize who makes up your client base. It’s easy to think of a client base or readership in vague or […]

Reaching the Individual Among Your Audience

Beneath the Cover, writing a book, personas of the audience, Persona Architecture

In my last post, we looked at how it can be difficult for some entrepreneurs and authors to pin down who exactly they’re selling or writing to. Many people have a fuzzy idea of their audience, since they base their idea of their client on general terms, rather than specific examples. But when you target […]

Building a Book with an Audience

The psychologist and author Steven Pinker got some unexpected help when putting together his latest book, The Better Angels of Our Nature. His book argues that mankind is going through the least violent period in its history, and his work has received wide attention. The argument of the book is interesting, as is Dr. Pinker’s career. […]

Connecting with Your Client

Beneath the Cover, writing a book, warms to the company, client becomes a lead

In our last post, in outlining the six steps of the customer’s journey, we looked at step three: when the buyer becomes a lead. To recap, here are the six steps: 6. Satisfied customer 5. Receives purchase 4. Makes purchase 3. Becomes lead 2. Warms to company 1. Seeks solution We’ve looked at parts six […]