by Charles George
What do you know about your customers?
The more you know, the better you can be of service.
Plus, understanding your customer drives all your marketing.
Understanding your customer allows you to segment your customer database and develop different customer avatars.
This is important because now you can make specific offers to specific customer segments.
Often segmenting results in higher response rates for your marketing campaigns.
Instead of marketing to everyone in your customer database, now you can create specific content and offers for each segment.
Plus, segmenting allows you to serve your customers better.
The way you segment customers is through primary and secondary research.
Research can take time, and understanding your customers, wants, needs, and desires constantly evolves.
But the more you know about your customers, the better you can help them.
Segmenting Entrepreneurial Writers
Several of the last articles talked about the characteristics and traits of entrepreneurial writers.
So, here is how I segmented entrepreneurial writers.
The overall type of customer is an entrepreneurial writer. There are three segments and three subsegments of this target audience. All have similar qualities, characteristics, and traits that define them.
One trait that differentiates this group from other writers is an entrepreneurial mindset. These writers want to use their knowledge, abilities, and writing skills to earn money and build a business.
Because they think more entrepreneurial and are interested in earning money with their writing skills, they want to learn about building a business and marketing.
There are three segments and three subsegments of entrepreneurial writers.
Entrepreneurial Writers
– Non-Fiction Author
They may publish a course and start a blog to build their audience, but the book is the initial primary focus.
– Course Creator
Similar to non-fiction authors, they want to sell more copies of their course, earn revenue, and build a business.
They want to grow their audience and customer base while building their business.
– Blogger
Bloggers may publish a book and create a course, but what is unique about bloggers is that they first started a website that caters to a niche to build an audience.
As their audience grows, they create various ways to monetize the audience and blog.
Another commonality of entrepreneurial writers is that they publish content to build and monetize an audience. This can be from blog posts, social media posts, podcasts, videos, and premium content such as courses, membership sites, offer coaching programs, masterminds, etc.
Sub-segments of Entrepreneurial Writers
For the three segments, I segmented entrepreneurial writers based on if they initially wrote a book, created a course, or started a blog.
For the subsegments, I focused on the success of their business.
Are they in the startup phase? Do they have a growing business, or do they have a thriving business?
Here are descriptions of each subsegment.
– Published Writer
A published writer has published a book, course, or blog.
This is the first stage of building an entrepreneurial writing business. Maybe, they wrote their first book, created a course, or launched a blog.
Entrepreneurial writers start by sharing their knowledge, skills, and expertise by publishing what they know to help more people.
During this stage, entrepreneurial writers do not have much of a following, but they focus on growing their business and reaching new customers to promote their products and earn revenue.
During this stage, they are still learning about their customers, growing their audience, and learning more about the world of publishing.
Growth may be slow at first, but it is reaching the small incremental steps each day that leads to achieving their overall goals, building their business, and fulfilling their dreams.
They improve each day to build their audience, serve more people and earn revenue.
– Ascending Writer
The biggest difference is ascending writers have customers and are becoming known in their niche. Plus, they have a following on at least one platform and are building their email list.
Their primary focus is to grow their business, continue to build their audience, add more email subscribers, reach more customers, retain current customers, and develop more revenue opportunities.
During this phase, revenue is consistent, but they are focused on developing more revenue opportunities to increase the value of their current customers while acquiring more new customers to fuel the business.
– Thriving Writer
These writers have an established, mature business. They have an audience and multiple revenue streams. They have developed their customer journey and know the value of a customer to their business.
Their primary focus is growing their business, increasing revenue, and understanding the strategies that will take their business to the next level.
Achieving the next level requires a growth mindset and a willingness to continue to improve, change and adapt to new opportunities and strategies.
Strategies focus on exponentially increasing new customers while retaining current customers and maintaining or increasing the lifetime customer value.
This will yield higher revenues and increased profits.
An example of a thriving writer is if the email list is 75,000 subscribers, and then the email list more than doubles to 200,000 subscribers, while customer retention and customer value either stay the same or improve.
How would this type of growth affect a thriving business?
Serving Your Customers Better
For instance, now, for entrepreneurial writers, I can create frameworks and programs to help each segment ascend to the next business level.
I can help published writers become ascending writers. I can help ascending writers become thriving writers.
If a writer has a thriving business, then I can help them expand even more.
Segmenting your customers allows you to provide better service, help your customers more, and create win-win-win opportunities where everyone benefits and wins.
Leave a Reply