How to Laser Focus Your Marketing Copy

Never try to be all things to all people

Every author and business coach for whom I write wants to sell as many books and online programs as possible.

I don’t blame them.

However, when promoting their books they often make the mistake of trying to write marketing copy that appeals to everyone.

The reasoning being that if their copy appeals to a wider group of people, they’ll sell more books and programs.

However, the opposite is true.

When you try to make your book marketing copy appeal to a wide group of people it often appeals to no one.

Why? Because when you try to target a wide range of different people with your copy, your message can come across as murky, diluted, and too general.

You actually attract a larger audience when you zero your marketing copy in on a single person.

Book marketing copy written to a single person will always be more laser focused than copy that is hoping to appeal to several audiences.

The result will be more book sales.

To learn the key to writing laser-focused marketing copy,



Write to Your Ideal Client Avatar

You’ll receive several practical tips for writing laser-focused book marketing copy in this week’s video, so please watch it.

Here are some of the main points I touch on:

Trying to write book marketing copy that appeals to everyone often appeals to no one.

To create laser-focused marketing copy, target your writing at an imaginary ideal client. This imaginary person is called your client avatar.

Take the time to write a detailed description of your client avatar. Give this person a name and an age.

For this weekly video blog, I aim my message at a client avatar I’ve named, Molly.

Molly is a female non-fiction author who repurposes her book content to create online courses.

I have a file in which I’ve written a highly-detailed description of Molly that includes her habits, the websites she visits, the movies she watches, and much more.

I’m confident that the message I direct to Molly each week will appeal to many other authors who write books and create online programs.

By thinking of her when I prepare my weekly video, I keep my message focused and direct.

Again, I cover this writing technique in more depth in this week’s video, so I encourage you to check it out!

Until next week, take action and make things happen!



