When creating content for your digital marketing, you need quick ways to captivate your audience – this audience comprises all the people who hunger for some product or service that hasn’t yet been presented to them.
One of the easiest ways to find this is to check out book reviews on Amazon.com. Really.
Not just any reviews, however. You’ll want to drill down into the reviews of books that are most popular in your business or niche, and then analyze all the 3-star reviews.
Amazon basically tells you what your customers like to read about.
Why the 3-star reviews? The problem with 1-star and 5-star reviews is that they are typically biased. Either a customer bought something he or she didn’t want after all, and are more than ready to list all the flaws. Or a customer has bought something he or she loves, and can only focus on all the perfections. These aren’t helpful – what you need are the 3-star reviews. These usually mean that a reviewer has spent careful time assessing the product and is willing to list the pros and cons.
The problem with 1-star and 5-star reviews is that they are typically biased...what you need are the 3-star reviews.
This is a potential goldmine. You have a way of seeing what resonates with your audience, which needs are being met – and which ones are not being met.
Take, for example, books that teach people how to be popular self-published authors. The common complaint found in reviews is that these books are never really intended for unknown, first-time authors – the people who don’t have money for a huge marketing budget, but who do have the time to commit to a number of menial tasks to get their book noticed. And, thus, the niche opens itself up: books for first-time, self-published authors without any name recognition in the marketplace.
Find out what our audience is reading. The easy way.
The same logic can be extended to just about any field. There may be thousands of cookbooks out there, for example, but how many of them are about healthy food that’s easy to prepare and tastes great? It was exactly by targeting that niche that Dr. Libby, a women’s health expert, was able to create a #1 bestseller (“Dr. Libby’s Real Food Chef”) for over 12 months straight.
Another very quick way to find what your audience is interested in is to look at the Clickbank products for books in your niche. When you look through the products in your niche, look for the one with the highest gravity – this is a measure of how many affiliates are promoting the information product. The higher the gravity score, the more people are promoting the book because it’s a profitable venture.
Another method is to visit relevant Facebook groups, look at the comments and then look at the profiles of people who are commenting. From there, it’s possible to put together all of these commonalities into a “customer avatar,” or ideal client.
look at the comments and then look at the profiles of people who are commenting. From there, it’s possible to put together all of these commonalities into a “customer avatar,” or ideal client.
If you already have a large number of existing customers, your task is even easier – before creating a new product, ask your existing customers what they would like to learn next. If you can target your messaging around these needs, you may have a runaway bestseller on your hands. Look for balanced feedback. If feedback isn't lightly peppered with suggested improvements, take it with a pinch of salt.
If feedback isn't lightly peppered with suggested improvements, take it with a pinch of salt.
The power of understanding your audience is tremendous. If you can go beyond just basic demographic information, and really zero in on what makes them tick, what they like, and what’s missing from their lives, you have the basis for creating a very powerful product.
After that, all that’s left is to think about what to name your offer. Before creating a new product, look at all the pains and frustrations that end-users experience and also their hopes and aspirations. This can turn the name of the product into the “ultimate benefit” – it addresses any pain points and leads to fulfillment of aspirations.