Dear Indie Authors, Please Identify Your Target Audience in 2021


Entrepreneurship has been the talk of 2020. With the COVID-19 virus sweeping the world, many new businesses have been born. It is a delight to see people take something as detrimental as a deadly global pandemic and use it as the catalyst for stepping outside their comfort zones. Every day someone is beaming about their new business endeavor, and I am here for it.

Self-Publishing a book is a business, too, so if you published a book this year, congratulations! This is a fantastic accomplishment that deserves recognition and celebration.

But Self-Publishing a book is not a business for every author.

There are two kinds of authors. We must identify them before going into it:

  • Authors who publish books for themselves
  • Authors who publish books for an audience

If you publish a book for yourself, you are not necessarily interested in creating a writing business from the book or making money. You might have published this book as a primary teaching tool to awaken the lost sheep, or you may have published this book as a lifetime goal you always wanted to achieve. You might want to print a few copies for family and friends, but you aren’t interested in creating a business out of it.

You are doing this for yourself, and there is nothing wrong with that, but also, in this case, you don’t have to continue to read this post.

You probably should though. Ya know, in case you change your mind.

If you are Self-Publishing a book that’s important to you AND appeals to a particular audience, you want to keep reading this post.

The Problem.

You write a book for yourself and then try to sell it to everyone.

“Most self-published books are vanity projects, which means, the author paid for the privilege of having them published, and spent money getting professionals to help them edit, design and produce it, but they earn less than they cost.” -Derek Murphy

The mistake is you wrote this book and did not think about who you want to read it so you try to appeal to everyone.

 

“It’s easy to fall into the habit of writing what you love or writing to impress your peers or your editor. That might make for good writing… but it won’t necessarily attract readers. To do that, you have to write for, well, readers.” – Writer’s Digest

The Problem.

Who are these readers? Hint: They are not everyone you know.

Dear Indie Authors, Please Identify Your Target Audience in 2021.

Identifying your target audience means identifying your customer demographics and then figuring out which tools will best attract them.

Rather than targeting everyone, you are focusing on the ideal customer for your business. “That means, stop beggingasking for help and support. Stop desperate, useless marketing tactics like spamming Facebook or blasting Twitter.” (Murphy)

You are not only identifying the ideal reader, you are thinking about real, actual people who would like to read your book.

“A lot of writing advice encourages you to define this ideal reader… but forgets to mention they need to be actual readers. If your ideal reader isn’t real, no one will read what you write. Instead of deciding what to write and defining a reader for it, start by defining your reader and writing for them.” – Dana Sitar

When you know your target audience it makes it easier to find your tribe. Your focus is on the people who are there instead of those who aren’t because you know you can’t please everyone.

But that’s what selling to everyone is like: trying to please everyone.

Instead of saying your book is for women, think about who these women are in more specific terms.

“My book targets women history buffs, aged 25-45, who love black history but are tired of the same white male-dominated narratives.”

Ask yourself: “Who am I writing this book for? What real people do I know would read a book like this? Maybe there is a black woman I know who is always talking about Ta-Nehisi Coates and happens to be reading Colson Whitehead’s Underground Railroad. She might enjoy my Stella Trilogy.

Not so Good Example:

“My book targets women 20-70, suffering, that want to feel better.”

This one is too broad. Every woman you know is suffering from something and want to feel better, and it will be hard to market a book to this wide of an age group. You got millennials and senior citizens in the same club.

Why Does It Matter?

Once you know your target audience and what they want, you can give it to them by being of authentic service to your tribe, which means offering exceptional value consistently. Consistency builds trust, and people buy from brands they trust.

Understanding our target audience doesn’t mean our family and friends won’t support us. It means we are not targeting them in our marketing. To target is to direct an action or message to someone or something. Pookie and Ray-Ray may know you, but are you trying to direct your message to them?

How many family members have bought your book?

I’ll wait.

But this doesn’t only apply to Self-Publishers but entrepreneurs in general, especially in the age of social media. Most people have not even done the basic work of securing a website. You appear out of nowhere with something to sell. You then tell people to cash app you the money and expect them to trust you enough to do it. You can have all the faith in the world, but it still doesn’t exempt you from following a basic business practice.

It’s easy to become frustrated and exhausted about the lack of support for a company without much to show for your efforts when you are trying to appeal to the broadest possible audience. If you start a business and then spam all your Facebook and Instagram friends hoping they will support you, your message may seem inauthentic and doesn’t really resonate with anyone in particular. – Tucker Max, How to Write For and Target the Right Audience for Your Book

Another benefit to knowing your target audience is knowing you don’t have to be everywhere to be seen. If your audience does not hang out on Facebook, you do not have to be on Facebook. If they are not on Instagram, you do not have to be on Instagram. It is easier to be consistent when your attention is focused instead of divided. Go where your people are and build.

Indie Authors, and new entrepreneurs in general, would be a lot happier if we focused on serving our targeted audience instead of everyone we knew. Everyone does not care about you or your business, and it’s a waste of time, energy, and resources trying to appeal to everyone. No one is obligated to support you. People do not care about your product, book, or service. They only care about what it can do for them. Please understand this.

“If you aren’t writing for an audience and carefully considering the commercial viability of your project, if you aren’t expecting and planning to make more money than you spend, and learning exactly what it takes to achieve that, then you’re publishing for yourself, and it’s a big risk and gamble.”

Are You Building a Book Business or a Hustle?

Self-Publishing a book is expensive without a return on investment. As Murphy explains, it just becomes a gamble. I like to call it a hustle. When I think of that word hustle, I think of someone doing anything and everything to make it instead of aligning oneself with a strategic plan and purpose. If you are continually spending money to produce something that doesn’t give anything in return, it can quickly get frustrating.

Excellent cover design, editing, ISBN, and all that is basic; we should all know the importance of this in 2021. The self-publishing service providers, coaches, vanity presses, and assisted self-publishers rarely talk about how authors can make money from that book they just paid five thousand dollars to produce. Launching a #1 Amazon Best Seller is great, but that doesn’t mean the author is earning money. Being on the Amazon Best Sellers list is cool but what’s even more neat is having a faithful readership because a loyal audience will bring consistent book sales.

This isn’t to say you shouldn’t pay to publish a high-quality product. It is to say that without an audience to buy it, it will feel like a waste of money.

Identifying a target audience is the key to any business’s success, and I mean success outside of personal gratification. In 2021, I hope we can all do better (myself included) in focusing on those who best fit the people we want to serve.

Looking for more Indie Author Basics? Click Here.


Don’t forget that if you have read My Soul is a Witness I am trying to reach 20 Book Reviews before this year closes and we are almost there! If you have the book (and have read it), do consider leaving an honest review on Amazon.

Why It Matters:

It’s a real challenge for Indie Authors to market books without Amazon reviews because reviews act as social proof and establish credibility and competence in the publishing marketplace. Are you an author? In need of reviews? Be sure you RSVP for my 2021 list. Click Here.

How to Review on Amazon:

Click this link. Scroll down to ‘Write a Customer Review,’ rate and leave your thoughts on the book.

Also, I am Soul is 99cents on Kindle for a limited time.

FREE Ways to Support Your Favorite Indie Authors

Buying books written by Independent Authors is a terrific way to show support, and word of mouth is still a powerful way to make sure other people know of an author’s work without spending money. There are tons of ways to do this online.

Review the book on Amazon – Amazon is still a powerhouse and trusted source of content for readers. It’s easy to send a review via email, DM, or to post about the book on Social Media. While I am confident, the writer will appreciate any form of support, reviewing a book on Amazon will undoubtedly give the author more exposure. Amazon is the third-largest search engine with Google first and YouTube second. But then, “if we exclude YouTube as part of Google, Amazon is technically the second largest search engine in the world.” (E-Commerce SEO). Suffice it to say Amazon reviews are a great way to support your favorite author, boost their exposure, and act as a great social proof form. In short, an honest, legitimate Amazon review will help an Indie Author go far. In the words of Michael LeBoeuf, “a satisfied customer is the best business strategy of all.”

Just because someone bought a book doesn’t mean they read it. Leaving reviews is a great way to show the author that you read the book, whether you enjoyed it or not.

Click here to review My Soul is a Witness on Amazon

Rate/Review Book on Goodreads – While many people are no longer fans of Goodreads (and I’ve fallen off a bit there myself), do remember that it’s a platform full of people who love to read and talk about books! Granted, some people reviewing here are rude, but that’s certainly not everyone. Goodreads is still an excellent platform to use as an online word of mouth to discuss books read. It also allows for the sharing of reviews for books not posted to Amazon for whatever reason. If you don’t have the book, you can utilize the Want to Read button to add it to your bookshelf. Adding a book will show up on your page, exposing the book to your followers/friends. If an author is hosting a giveaway entering the contest will also mark their book Want to Read and add it to your shelf.

Note to authors: I have heard stories about people taking advantage of authors hosting giveaways on Goodreads when it involves paperback books. Please research this on your own as I have no first-hand experience with it, but I’ve heard complaints.

Click here to add My Soul is a Witness on Goodreads

Follow the Author on Social Media – Through social media, you get to learn more about the author outside of books. Many authors post pictures of their family, friends, and pets. Authors share their daily routines, hold contests, and take readers behind the scenes. Readers can interact directly with their favorite authors by sharing a post, saving a post, commenting on a post, and liking a post. All of this helps contribute to helping spread the author’s message without spending a dime.

Follow me on Instagram Here

Follow me on Twitter Here

Like/Follow me on Facebook Here

Subscribe to the Author’s Blog – Following the author’s blog (if they have one) is an extension of following them on social media. Writers have the space to share so much more about themselves and their life’s work and inspirations through blogging. It is a great way to network and become privy to new material as writers tend to publish sneak peeks and short stories to their blogs before they publish them. Writers also post their publishing process in detail on their blogs. You may be inspired to write your own book and learn a thing or two.

Click that lovely subscribe button to follow this blog

Join the Author’s Mailing List or Author Group – Joining the author’s mailing list or author group opens up an opportunity to get to know the author on a much more personal level. You are interacting with them behind the scenes, sort of speak. An author may go live so you can see their face, hear their voice, and interact with them in real-time. Authors explain the deeper meanings behind their stories, answer questions, host private, exclusive contests, and much more. Joining the author behind the scenes in this way shows you trust them with your email address and are ready to commit on a deeper level.

Click here to Join my Author Mailing List

Post Image of Book on Instagram / Facebook – Posting images of the author’s book – or pictures of you and the author at an event – to IG and Facebook (tag the author) is an excellent public display of support. It helps leverage the author’s exposure through cross-promotion. One of your followers interested in that book will potentially follow the author, purchase a copy of the book, review the book, and become a new fan. They may post the book image to their page, and the process repeats itself as one of their followers may find themselves interested in the book. It is a beautiful and selfless display of support and strengthening of the author’s network and the Indie Author community in general.

There are so many ways to support the Indie Author community. I have mentioned these previously, but one crucial component sets this list apart as making a real difference for your favorite authors:

Participation.

Following someone on social media, subscribing to their blog, or joining their email list or author group means nothing without an active commitment to engage.


My Soul is a Witness is Out. Be sure to grab your copy today and remember to leave a review when you have finished reading! 🙂

Why I Say “Thank You” (and why you should too)

Image Cred. Priscilla Du Preez on Unsplash.

This post is longer than I would like, but I think the message is necessary.

If you’ve been following me online for any significant amount of time, you know I am always saying thank you or reintroducing myself to new readers. I do this because of my firm belief in the phrase, “people don’t have to support you.”

Let me tell you a story.

My husband was driving, and I was looking out the window of the passenger’s seat as we passed by the brick houses, mansions, and condos of downtown Atlanta. “This probably where most of the celebrities live,” I joked. We talked about how movies never show the city’s complete image by filming movies in less wealthy areas. Since we are both from Chicago, we talked about Chicago films where we didn’t recognize the city because it was on the side of town we have never lived.

As we drove, we passed by a fancy-looking hotel where a man stood. He leaned against his suitcase, a white sign on its top with black ink that read: “I lost everything.”

My smile faded, and my heart felt heavy as I realized he was homeless. He didn’t look like those fakes that try to scam people out of their money, either. Something about his vibe told me he was not joking. He had really lost everything.

The US economy was already bad, but since the COVID-19 Pandemic, things have gotten worse. People are out of jobs, out of money, out of homes, and out of hope. Any little they scrape together is reserved for only the most essential items. If someone spends money buying books or t-shirts, or anything that is not greatly essential (okay well, books are essential to me but I mean, like food), it means so much more to them, and they deserve a thank you.

Why EC?

Because they didn’t have to do it and sometimes, they couldn’t do it, but they invested in you.

Photo by Lucas Lenzi on Unsplash

Entrepreneurship has been on the rise a lot lately, and as an entrepreneur, I think that’s a good thing. I have always stood for the underdog and will still rally around the concept of Independence. There is a humility about small, independent businesses that I love. Plus, every large company started as a small business. And since the deaths of Breonna Taylor, Ahmaud Arbery, George Floyd, and the countless black deaths, it has encouraged more people to support black-owned businesses and independent businesses.

This awakening means that while many people are struggling, many people are also thriving even amid this Pandemic. However, I am disappointed to see a lot of bullying among entrepreneurs, both large and small. Some people are shaming people with 9-5s when truth be told, most entrepreneurs in this economy have 9-5s, and their business is the real side hustle. That or their spouses have 9-5s. There’s nothing wrong with this, but some people think there is. People also throw shame when they try to bully people into supporting them.

Bully others into supporting them?

It means making people feel small and insignificant for not buying your services or product. It means threatening to cut people off because they didn’t support your business. It means neglecting to consider all the other things people have going on in their lives right now and that maybe they don’t have the extra money to spend or perhaps don’t have the time.

Image Cred. Ashkan Forouzani on Unsplash.

Ignore social media posts for a second and think about what someone may go through behind the scenes.

  • Maybe they cried their eyes out this morning.
  • Maybe they prayed on their knees, drowned in tears.
  • Maybe they were going to lose their home or apartment or children.
  • Maybe they lost their job, career.
  • Maybe a family member died.

Maybe people have other things on their mind that take precedence over buying your bar of soap.

And if you think someone’s being fake for wearing a smile through their storm, then you need not look passed the smile of Chadwick Boseman, who battled cancer while filming movies and never complained.

Image Cred: Creative Commons License | Chadwick Boseman and Lupita Nyong’o speaking at the 2017 San Diego Comic Con International, for “Black Panther”, at the San Diego Convention Center in San Diego, California. | Gage Skidmore from Peoria, AZ, US

I watched my sister-in-law battle and eventually perished from cancer. My dad, too, so I know what Chadwick did was not easy from personal experience. And while everyone is praising his silence now, that is not how we treat the “regular everyday people,” we know in actual life who battle in private. We call them phony for not opening up as we think they should. Sometimes people don’t talk, not because they are being fake or secretive, but because it’s just none of your business. Let’s allow people to give their testimony in their own time.

My point in all of this is that no one is obligated to spend money with a business only because it exists. Anything that anyone chooses to give, including time and information, is a gift. I always say “thank you” because people don’t have to support me.

People support businesses that offer something they need, whose message or value system aligns with their own, helps them solve a problem and companies they trust. Someone might enjoy eating bread, and you may launch a bread business, but that bread lover is still not obligated to support you. Maybe over time, once you’ve gained their trust and they’ve sampled your product, they may try it and when they do, say thank you.

Why EC?

Because they didn’t have to do it, so show some gratitude.

To better conclude this point, I will again turn to Tyler Perry as an example.

For the record, this isn’t about Perry’s personal life. I will not comment on him dressing up as a woman, Madea, or his elite status because its none of my business. I am commenting on some basic business practices I see from him as an outsider looking in that many newer entrepreneurs can learn from. Everything else is for an entirely different conversation.

Image Cred. Creative Commons License | AMFM STUDIOS LLC | Filmmaker and actor Tyler Perry being interviewed in 2016.

From a business perspective, you see the same stories and the same actors in Tyler Perry’s films because Perry has a good understanding of his targeted audience. He knows the persona of the people who like his stuff, and he focuses on giving them what they want. Many beginner entrepreneurs can learn from this. Instead of guilt-tripping people into supporting your business and trying to sell to everyone, find your targeted audience or that specific group of people you want to reach based on shared interests and market and direct your attention to those groups.

This means that if only five people like your post, that’s a good thing because chances are those five people are genuinely interested in what you offer. Listen, I’m a damn good writer. I know this to be true. But I also know it to be true that everyone doesn’t want to read what I write, and that’s cool because I am not for everyone and everyone is not for me. I work to serve my audience no matter how small, and I appreciate all the support and time my people invest in my writing.

And for that, I say thank you.


My Soul is a Witness is Available

Check it out below. (thank you!

Dying on my Feet: Why I Write (A Message)

Last week, I asked for support of Black-Owned Businesses in a campaign that runs from June 19, 2020 (today) through July 6, 2020. I added that those who RSVP to join the campaign, called My Black Receipt, will be in the running to win a free signed copy of one of my books.

I got no support and no email with an RSVP screenshot for a free book.

What I Got:

  • 6 email unsubscribes
  • 2 Abuse Complaints
  • 1 Nasty Email Reply

I was told I was discriminating against other races and religions and that I had gone “too far,” for asking people to support black-owned businesses.

Instead of talk about that, I thought I’d re-introduce myself. I realize some of you are new to me, so you may not fully understand the extent of my work.

Atlanta African American Book Festival | Georgia State University circa July 2018. Copyright © Yecheilyah Books LLC

My passion for the state of my people isn’t something that sprang up while watching protests on the news. I am not a “jump on the bandwagon,” kind of person. Supporting black people and black businesses is something I have done for many years. For me, it’s not about “white vs. black.” It has never been. It is about good vs. evil and right vs. wrong.

I write Black Historical Fiction and Poetry. My work targets black readers and aims to raise the consciousness of all people interested in understanding the plight of Black America.

The reason I say “Black America” is because Israelites/Blacks/African Americans have lived a different experience than the rest of the World, and for years that experience has been virtually unknown to non-black people. My goal is to expose those unknowns and free the mind of the black man, woman, and child.

I strive to manifest the restoration of the forgotten past to a forgotten people through book publishing and education.

In doing so, I hope my books can provide a roadmap for all people who find it difficult to be liberated in their own lives. I understand this isn’t easy to do considering the level of misinformation, deception, and religious ideologies that have enslaved us for so long.

I believe that faith without works is dead, so being actively involved is fundamental to me. Black readers are those I target and have targeted long before the Black Lives Matter movement. We are the people for whom my books are written, and these are our stories.

Those familiar with my work understand this statement by no means alienates other nationalities of people.

In the words of the Messiah Yahoshua, who I believe was a black man, “I was sent only to the lost sheep of the house of Israel .” (Matt. 15:24) It is to the lost sheep first and then to the nations. I believe black people are those lost sheep, and before I can liberate the minds of non-black people, I must work to free the black mind first.

I won’t apologize for this.

I have promoted people of all races, belief systems, and countries on this blog and social media, but I have also spoken about my love for black people. Anyone surprised about this either has not been paying attention or doesn’t know me very well and, therefore, are not members of my targeted audience.

And that’s okay.

I am not worried about those who leave because I would rather “die on my feet than live on my knees.” I would rather lose support standing for what I believe in than to sell myself short for a pat on the back. In the words of MLK, who so many non-black people are so apt to quote, “there comes a time when silence is betrayal.”

For anyone to say my request for support of black businesses is abusive and discriminatory is proof of the very abuse and racial discrimination blacks face every day from people who do not understand what it’s like and what it means to be “black” in America.


My Book Sale is Live!

Click Here and get all my Black Historical Fiction books and poetry for 99cents each from Amazon.

Want a signed paperback?

Get it with FREE shipping from now through July 7th.

Authentic Support

As an author, I am always thinking about ways I can add value to my audience. It’s easy to point the finger when you don’t see people being as supportive as you think they should be, but I am the person who will always look at me first. In doing this, I have thought about what support means, not from an author/entrepreneur perspective, but from the perspective of the reader/audience member. Why? Because I was a reader before I was a writer.

This has led me to think about the importance of authentic support.

I think authenticity is important even when supporting others. No one can be bullied, into supporting. It has to be in them to do it. It has to be part of who they are. People have to be passionate about whatever it is they are supporting.

Authentic – true to one’s own personality, spirit, or character 

It was easy to get upset with people for not being supportive until I realized the truth: People support what is true to their personality, spirit, or character. It doesn’t matter if we are of the same family, organization, or group. People will support what is in alignment with who they are. It has to speak to them.

There must be some connection or commonality between the supporter and the movement, some kind of bridge connecting the two that makes the support worth it. When I think of it this way, I am more at ease with those who don’t support me because I realize it’s not personal. If the support is to be genuine, the person must first feel some kind of connection to whatever it is they are supporting.

I can’t speak for others, but I know that in my experience in the Indie Author community there is a lot of talk about being supportive but the thing is, people, don’t support just for the sake of supporting. I know we would like to think of it this way but that’s not the truth. If I am being real with myself and looking at this from the reader/audience/observer’s perspective then I have to admit that we support what we believe in. If what is being offered isn’t in agreement with that belief, we will probably be less supportive.

I learned that if I am being my authentic self, then I will attract authentic support.

People Will Never Forget How You Made them Feel

If there is one thing I have learned in both my personal and professional life (to include blogging) is that change is inevitable. One day you will look up and the people who were rooting for you, in the beginning, are not rooting for you any longer. As I’ve said on this blog once before, you can look up and see an entirely new group of supporters/readers.

Just as quickly as COVID-19 has swept over the world, people will pack up their support and leave you dumbfounded. What happened? What changed? Am I no longer interesting? Is the content no longer quality?

It’s easy to blame ourselves. It’s our blog, our book, our product. And while we are conscious enough to know that sometimes our circle will decrease in size, we must remind ourselves that while the support might decrease in size that doesn’t mean it doesn’t increase in quality. A lack of interest sometimes has nothing to do with us. Although it may feel like it, it’s not personal.

But as I’ve said, we are human with feelings and thoughts and emotions. We cannot help but wonder. These are the times where we will need to pick up our faith, hold on to those gifts and hold our heads higher than we’ve ever held it before. I can’t tell you why some people leave, why they unsubscribe from your life or what you did to influence this decision. What I can echo are the words from one of our favorite poets and one of my favorite quotes:

“People will forget what you did, people will forget what you said, but people will never forget how you made them feel.”

These are such powerful words to me because it’s a two-edged sword. Whether you make people feel inspired and empowered or whether you make them feel discouraged and disheartened, people will remember it.

People will leave when they’ve served the purpose in your life it meant them to serve and some of them will even forget what you’ve done. What they won’t forget is the impact you’ve had on their life, the imprint you left there and how you made them feel.

Entrepreneurship, authorship specifically, is hard and I know that in this climate “hard” doesn’t seem like a strong enough word to describe what it’s like to endure this, but I hope this message and Angelou’s words were not only encouraging for you today but that they help you persist in the troublesome areas.

One of the most important lessons I’ve learned was understanding the state of my mental health is much more important than my career because my level of self-worth and self-love is what will drive the work.

A text I received from Ms. Edwards (pictured) inspired this post; how good it felt to know someone was thinking about me. So whether it’s a text, phone call, email or DM, it doesn’t take much to be kind. Since we are all in the same boat right now, with the time you have, be sure to reach out to someone who has made an impression on you and show them you appreciate them.

Let us remember that support is a verb.

Win $200 in Amazon Cash: From The 2019 Kindle Book Award Winners

Attention Readers!!!

I am so excited to collaborate with the winners of the 2019 Kindle Book Awards to award one of you a $200 cash prize, sponsored by Amazon. Please read on for instructions on how to enter. We can all use an extra $200!

For a chance to win a $200 Amazon eGift Card from The 2019 Kindle Book Award Winners, click the link and enter (every day if you want). It’s easy & fun. If you love #reading, you’re going to LOVE these BOOKS. Enter now; giveaway ends Feb. 29, 2020. Click here for details ~>  http://ow.ly/VlqT50ylWG6

WHAT: $200 Reader Giveaway
WHEN: Feb.15-29, 2020

Again, here’s the link!!

https://www.thekindlebookreview.net/200-reader-giveaway/

The fun kicks off on

February 15, 2020 

(The link won’t work until 2/15. I am posting it now because I won’t be available to post it then.)