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When I started writing and promoting my books, I didn’t understand audience building or where to start. So, like all writers, I read. While some of this information was definitely helpful, it didn’t necessarily tell me how to build an audience. But after doing this for so long, I’ve figured it out, and it’s easier than you think to build an audience. The one thing you must do is rely on the audience you didn’t know you had.
Your Built-In Audience
If you have friends, family members, associates or other relationships, you have an audience. Your goal is to use them as the fuel for promotion, while growing your audience of people to sell to. Think of your initial foundation as your hype men inspiring others to shop with you. As simple as it sounds, your current social circle is the most important foundation you have. And it starts with demographics.
The demographics of your audience includes their age, gender, religion, income, education, sexual orientation and so on. Generally speaking, your social circle shares some of the same demographics. This naturally means they’ll share some of the same interests. Your job is connecting your product to what your audience needs. And market research is necessary. By understanding the deep emotional layers of what they watch, you unlock the key to what they buy.
The key would be writing a novel that hits the same key notes as a tv show like Power.
As an example, knowing my immediate associates might be fans of the Power series by 50 Cent helps me understand what they may be interested in reading. Power is the equivalent of a gritty street novel brought to life. The key would be writing a novel that hits the same key notes as a tv show like Power.
Additionally, this market research into their viewing habits makes me more effective at selling to them. Also, the themes explored in the show open up even more potential for selling angles for this audience.
Further market research shows that themes explored in Power are a mix of hustle, ambition and betrayal, and it comes with a cost in safety. A person who watches this show might be into other movies like Scarface, Goodfellas and Boyz in the Hood. They might have a deep appreciation for urban fashion, graphic tees and artwork featuring their favorite movie stars or scenes. They also might have a deep appreciation for security.
They become more susceptible to products that meet that need
In shows like Power, much of the violence happens while another character is caught “slipping,” lacking awareness of their surroundings. There are also home invasions in shows like this, and that also puts viewers on edge. It makes them want to protect themselves. They become more susceptible to products that meet that need, whether it’s a can of mace or an entire smart home security system. So, what’s the point?
Don’t Build an Audience. Identify and Serve It.
You don’t have to “build” an audience. You just have to acknowledge who’s around you and decide how your product or service benefits them. This is how.
Take a look at your most personal friends list. For many people, it’s Facebook. It’s where they are friends with family members, childhood associates and those they went to school with. As you look down your list, ask yourself, Who is this? What are their interests? Then, go to your feed.
What is everyone talking about on your feed? What’s a popular topic, and what recurs? See what’s being shared and reacted to. Are people laughing or are they upset? What do they need that you can give them? This is how I know what types of books and merchandise I can sell to my audience. I analyze my friends list.
My audience knows being a better communicator can make the difference.
Many of my social media friends are in a state of self-development. They want more, and they want change. Some of them feel their level of education is holding them back, and they’re particularly stressed about writing. They want to advance their careers, and they know being a better communicator can make the difference. So, there is a gap I can fill. But even then, I have to be strategic about my delivery.
As an example, it’s hard for me to sell a book by saying, “This book is good. Read it.” However, it is easier for me to sell a book by saying, “This book will improve your writing, level up your social circle and grant you more career opportunities.” The first sales pitch is flat. The second interests the reader by promising to solve a problem. Furthermore, you don’t need more reactions. You need more clicks. Here’s why.
Clicks Matter More Than Reactions
As previously noted, you might not get reactions on every post. But keep posting.
On Facebook and many other apps, you can see the engagement for your posts. You will notice that you get a ton of engagement that is not always measurable from the public side.
While clicks show user intention, reactions show the algorithm your post is worth sharing.
Just as a note, there is a caveat here. While clicks show user intention, reactions show the algorithm your post is worth putting on the feeds of more people. In this context, reactions matter, but don’t chase them.
People will click your links, subscribe to your website and purchase a product, all without ever having reacted to a post. They come for the utility not the spectacle of attention. Keep giving them what they came for.
To monetize clicks, you have to close the deal. It’s in the value proposition, as covered below.
How to Sell
Post your products or services on your Facebook page, Instagram account and across TikTok. Include a clear call to action. What do you want them to do? Tell them (with a value proposition included). You might not get reactions on every platform, but you will get views and clicks. Here is some selling advice:
- Ensure you have your own website. (Social media bans can be brutal to your business).
- Post your products or services on your social media pages, including TikTok, Facebook and Instagram (this means reels, texts and photos. Do what works best and have a clear call to action).
- Find one new social media site different from the others you use and promote (as an example, the Neighbors App could be useful for promoting homecare services). Post there. Also, this is just an example. Check any site’s rules before starting. It could save you a ban.
- Keep track of your site’s analytics (this will help you decide what works best for the site and your goals).
- Refine and repeat the product.
The most important part is your value proposition which informs the user of how this purchase benefits them. This is where you take the boring and make it extraordinary.
Take Boring and Make It Extraordinary
How you sell is as important as what you sell. Sell a value proposition and not just a product or service. This means framing your product or service with a unique benefit to the user. Here are some examples.
You aren’t just cutting grass. You’re beautifying the yard for the homeowner and community. Moreover, you’re shaping how neighbors perceive the home and its owner. In a way, you’re indirectly shaping their public identity. People will pay for that.
Feel free to take any of these examples and use them as scripts or templates for your business.
And you aren’t selling supplements. You’re selling nutrients and health to improve quality of life. People who buy from you are grateful because your products are useful. And they feel more confident in their health. (*Feel free to take any of these examples and use them as scripts or templates for your business).
In each of the above examples, the value proposition is high because of how the product or service is presented. That’s the art of taking what some would call boring and making it extraordinary. It comes down to strategic delivery and skilled communication. The solution to the communication part is just below.
The Takeaway
You already have an audience, and starting with your social media circle is your edge. Learn what those you’re already associated with want and need. Study their demographics, and then fill a gap. Remember, you aren’t selling them anything. Communicate to them that you’re solving a problem for them. I know communication can be daunting, especially when it’s writing. That’s why I have a book for that.
How to Write a Really Good Sentence is a short practical guide that helps you improve your everyday writing. This comes with real lessons and practice exercises that measure your growth from day one. You see your work and growth on paper or screen. This is your guide to expanding your social circle, connecting with new people and getting better career opportunities. Subscribe to get notified when this upcoming book drops.
Jermaine Reed, MFA is an educator and the Editor-in-Chief of TheReedersBlock. Take time to Subscribe. It helps promote independent journalism and the site. Follow him on TikTok, where he has over 9 million views and nearly 1 million likes. Help him get there. Email editor@thereedersblock.com with any questions.
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