Excellent point, Don! Our world would be a better place if companies like Exxon, for example, would realize they’re in the energy business, not the oil business. . .

I’m asking myself “what business am I really in” currently, as I attempt to pivot my business.

I do have a bit of a complicated question. I’m an author. I write a variety of books–memoir, nonfiction humor, poetry and fiction for all ages. But the bulk of my time (and the most enjoyable part of my time) is spent writing fiction for kids. So far I have created a different “character” for each of those genres I mentioned. But I’ve struggled with the fiction for kids piece. My biggest core value for writing kid fiction is to help kids–particularly boys–fall in love and stay in love with reading, because I believe that literature can create a better world by educating, inspiring, and equipping kids to change their circumstances. The biggest problem I have is that the audience for whom I’m writing my fiction books–kids–is not the audience to whom I’m marketing–their parents, grandparents, teachers and caretakers. This makes things really complicated, and I’m not sure how exactly to handle it. I’d love to know your thoughts about it.

(Just so you know, some of the core values I have posted to my desk that inform my writing include helping kids (especially boys) forget they live in a video game world; empowering readers with hope, love, joy, peace, knowledge and the necessary tools to make a better tomorrow; helping readers build a habit of reading; helping families bond around meaningful stories; writing the books that matter; empowering kids to read and fall in love with reading; fostering a love of language in an increasingly technological, diluted, automated world; and becoming a literacy movement. I’m just having a little trouble connecting that to my “character,” but maybe I’m not thinking hard enough.)

Is knowing how to elicit confirmation bias part of the craft?

You’ve managed to put everything one needs to create a useful character. It’s very useful to see all of this knowledge and tips in one place.

Many clients I work with are often challenged to decide who they won’t serve but from my own experience this is so liberating! As soon as you know who is NOT a good fit, you can focus all your efforts on the ones who are.

The notion of choosing who I want to serve sits very well with me. I really liked the idea that it’s not about finding out who wants your product but about choosing your character deliberately. It turns the gameplay around a bit and I really liked this perspective.

Thanks for coming back to writing for Copyblogger for our enjoyment 😉

Adding to my resources.

Thanks Brian!

Messaging is everything! It drives the entire business and yet the majority of businesses have no core, relevant message other than, as you said, they sell something somebody wants.

The challenge with that is; so does someone else. Ultimately, this pigeon holes a business to competing strictly on price instead of on message.

Ben & Jerry’s is a good example. They are not, in my opinion, the best tasting ice cream. But, they have a message for a core audience.

I’ve been in digital marketing since 2005 and it’s obvious who has a relevant message from those who don’t.

In one piece of content do their either solve one problem, meet one need, or fulfill one desire; for on person. And, does it share the one, consistent core message that can be found throughout the site and in off-site marketing like social media, etc.

I like the quadrant, but I think there is a step before that…

We teach five questions that literally changes a business and how the attract a specific audience:

1. What problems are you passionate about solving?
2. What tangible values do your customers experience and how do they feel about those experiences?
3. What “specific” problems do you solve for each tangible value?
4. Who are you “specifically” solving each problem for?
5. What business are you “really” in…

Thanks for exposing this problem Brian. I believe it’s the greatest barrier to success for any business and yet it’s the most neglected.

~ Don