15 Questions for Your Avatar:

Research as much as you can to answer these questions. Talk to real people. If you’re planning to rock the Amazon self-publishing market with a new sci-fi thriller, it’s good to know people who’re buying that genre.

The steps:

Channel your inner buyer. (Visualize them or draw a sketch of how they look if that helps.) Answer the following questions.

What keeps them awake at night with eyes wide open?

What are they afraid of?

What makes them angry?

What is their biggest frustration?

What trends are going to affect them?

What is their secret desire, one they wouldn’t even tell their therapist?

Do they have a built-in bias? (Are they inclined to deny the science or believe in it religiously? What about political affiliation?)

Do they have their own jargon? (“Wassup, my man.”)

What magazines they’d buy?

Do they usually read newspapers?

What websites do they spend the most time on?

How does their day look like?

What is the underlying emotion of the market? (Yoga mats and happiness. Sci-fi thriller and surprise.)

What is the one thing they’d crave above anything else?

Would I buy this product? Or read this blog? Or pre-order this book?

Bring out a piece of paper and write every question down. Answer them one by one. Don’t worry if it takes time. Good things in life take time. Try to connect with other consumers. Engage yourself in online discussions around the problems. Ask these questions on Reddit, Quora, or Facebook to get second opinions.

Take a walk in your customer’s shoes for a day. Do what you think they would do for one afternoon. Feel what they’d feel. Ultimately, invite them for a cup of coffee and talk about cats.

The goal is to create a road map for your buyer. You’ll be ready to sell or create a product when you reach your ideal consumer. If you want to make money, someone has to spend money. I know that talking about this stuff might feel dirty, but if you wish to make money, you’ll have to invest your time in learning the game.

Take the afternoon off and figure out your consumer. Then you’ll know exactly how to provide value and where to advertise your product."

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