Author Archetypes and Marketing Strategies
Table of Contents
Your author Archetype is Expert
You are one of the Experts in your field and have sufficient knowledge and qualifications to help your readers with the solution to any problems.
Writing books performs the following functions in your professional life:
- You summarize your knowledge in the form of a certain theory, approach, or set of techniques.
- You secure a certain area of knowledge and demonstrate the qualification of an Expert.
- You get one more reason to discuss your topic in the media or the blogosphere—already as the author of the book.
- By involving new readers into your orbit, you turn them into customers.
The key to success for you is having expert knowledge and the willingness to share it.
First of all, you are motivated by the desire to share knowledge, show possible ways of development, answer burning questions, etc.
In return, you receive gratitude, respect, and money, and also increase your social capital. It is very important for you to be a sought-after specialist and feel your importance and need.
Optimal Creative Strategy
Even if you only have one book, this is a great tool for uncovering a problem and describing possible solutions. It can be both artistic and non-artistic work.
The purpose of such a book is to help people understand what they are facing, to enable them to make sense of what happened, and, if necessary, to guide them further—to study the subject or to receive professional help.
Example of a nonfiction book: A professional YouTube coach writes a tutorial for newbies who want to promote their channel.
Such a book shows that the author deeply knows his topic, gives the reader basic knowledge, and leads him to the next step—buying an in-depth course or consultation.
Fiction book example: A family psychologist writes a novel that tells the story of a divorce and remarriage. Such a book gives women hope for a brighter future and provides examples of what to do and what not to do.
In addition, the work acquaints readers with the values and approach of a psychologist and builds confidence in him as a subtle, understanding, and highly qualified specialist, to whom it makes sense to turn for help.
For an Expert, a book is a great promotional tool because your readers and your customers are the same people. After reading your work, readers begin to perceive you as an authority in this field. They feel like they already know you and trust you.
Experts receive their main income by providing services in their profile, as well as earning from teaching and speaking.
Books can also bring in a solid income, but under one of three conditions:
- Your topic is so in demand that you could potentially interest millions.
- Your niche is so profitable that you can charge a high price and still get paid because people NEED your knowledge.
- Your book is the textbook one needs to buy for college.
The Reader's Path to Purchase
A person has a problem. He does not know how to solve it and does not have anyone in his environment who could help him.
He finds your book—because he is actively looking for information on this topic—and after reading it, he realizes that the author is the very person who is able to guide him along the right path.
Thus, the reader becomes your potential customer. You need to redirect him from the book to your professional resources, where he can get acquainted with the list of services you offer.
If he becomes a client—excellent; you have already reached the goal. But in case the person is not yet ready to cooperate, you need to keep in touch with him. The best way to do this is to add him to your mailing list. Receiving regular letters from you, the reader will not forget about you, and the moment when your services become relevant, you will be the first person he will contact.
How Does the Reader Find Your Book?
In order for readers to know about you, you need to advertise. The money from the sale of the book will pay for advertising, and you will receive readers and clients for whom you will become the best specialist in the industry.
In your case, maintaining social networks is optional, but they can be used as one of the ways to attract and retain customers.
More often than not, Experts don’t have the time or skills to constantly post new content, as modern social media algorithms require. But you can prepare 24 letters, ready for a year in advance, which is quite a feasible task.
You need to register your accounts on those social networks where your potential customers live. Tell us about yourself and your qualifications, make a presentation of books and services, place a link to your website where those who wish can subscribe to the newsletter, and post information about operational communication.
In all social networks, the texts can be the same—it’s just your “calling card.”
It is advisable not to mix posts dedicated to professional and personal life—this confuses potential customers. Many may not understand that they have an expert account in front of them.
If you want to publish personal news on social networks, it is better to create a separate account for this.
There is a variant of active social media management, in which a specialist attracts new clients/readers by publishing useful tips on his topic. The calculation is to attract organic traffic from the social network, and thus the Expert becomes a blogger. People find this account, get acquainted with its author, subscribe and become readers, and then customers.
Read more about blog development strategy in the Blogger author archetype section.