Knowing Our Info Product “Characters”
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Even though it’s true that telling your own story can be an effective method of marketing information, you probably hadn’t thought too much about the characters in your story. Am I right? I hadn’t thought about the importance of knowing our info product “characters” before I saw a recent post on Copyblogger by Amy Harrison.
She makes a great point when she says, “If you help small business owners, how did they get there? Were they always self-employed? Have they been in business long? Have they always ‘gone their own way’ or are they more used to conforming and being told what to do?
Taking this journey through your target market’s history helps you build a better view of your customer’s values. And again, this helps you shape your content and pick themes that appeal specifically to your customer.”
Authors of fiction spend time creating back-stories and unwritten futures for their characters in order to bring those characters to life in the moment. This is a writing technique that can work wonders for your own information marketing writing as well.
I know it takes some time, and some creativity, but it’s time and attention well-spent on one of your most important assets – your existing list and your potential list subscribers. Getting to know enough of them personally will help you know them as a group, and that’s how you can envision their problems better, too.
Knowing their problems and solving their problems is the core of your information products and marketing.