#179: Focus2Finish - Narrowing Your Target Reader with James Robor

Welcome to the Author Audience show, the podcast that helps you reach more people with your message. Create a book, connect with your audience, change lives. Here's your host, Shelly Hitz. Welcome to this episode of Author Audience. I'm Shelly Hitz and I'm on a mission to help you reach more people with your message. It's time to let your light shine. This is a focus to finish session with one of my Author Audience Academy members, James Robor. Welcome, James.

Thanks, Shelly. It's nice to be in the session here today. Thank you.

Yeah, so today I think you're really wanting to kind of clarify your target audience and kind of use this time to tighten that up and talk about that, right?

Yes, I wanted to clarify kind of my target reader and market, et cetera.

Okay, sounds good. The way I normally open my sessions is in prayer. So let's just pray and then we'll dive right in. So, so, God, thank you so much for today. Thank you for James and what you are doing through him. I just pray that you would just use this next 30 minutes just to really help him clarify what he wants, the target audience, the target reader that he's going to reach and that it would really bring insight for him and that your spirit would just speak very clearly and we'll pray this in Jesus name. Amen. All right, I'm going to go over to screen share. Let me just grab that real quick and.

Okay, so can you see my mind map?

Yes, yes.

Okay. So typically the way I do it is what is your goal, what have you done and then next step so that we can kind of get right in there. So your goal is to clarify your target reader, but I know you from the Author Writings Academy Facebook group. You're very active there and I know you also want to earn income, is that correct?

Yes, that's true. Yes. Yes.

Do you have a specific goal for that?

You mean concerning income? Yeah, I mean, yeah, ultimately I would like to be able to drive a full time income from, you know, the work to which I have the greatest passion and skills, etc. So I mean, yeah, that's my long term goal. I think probably in the near future, it's maybe not realistic, but maybe for this next year I would like to, you know, at least. Well, I don't know if I should say how much, but I have a, you know, a certain amount of money I would like to make per month at least as a milestone to building up, you know, going forward at least, you know, something that would be an improvement of past years, etcetera.

Yeah. And the reason I asked that, I mean, you don't have to share your goal, but it's just to know like, what is your immediate goal, what is your long term goal? You don't have to share your, your necessary number, but is it like hundreds of dollars, is it thousands of dollars like per month that for the next year, something just kind of a ballpark, like just so I can know, is it a small amount, Is it a medium amount, a large amount?

Well, I mean, like I said, I'll take a million dollars a month if I can get it, but. Right. I mean, I don't know, like if I could get like let's say 3, $400 a month coming on a consistent basis, that would definitely be a significant improvement. That would be a good place to build from. It would be something that would be worth continuing.

Yeah, okay, that makes sense. And then obviously, yeah, the sky's the limit. We're never limited.

So what you've done, I wrote in there just the other documents, because you did a lot of research in other documents, but you had kind of started to clarify a little bit on your brand and your target audience. Tell me just a little bit what your main focus is for your target reader and the niche that you've chosen.

Well, one thing when I think about the target reader is like, I think each book has its own unique target reader. I feel like, and that's the thing I wanted to talk about is.

There'S different kind of sort of target audience or market in general. And then I think each book has its own unique target reader. Like I know you write some book of your books are targeted towards authors and then you have other books that aren't necessarily about writing or authoring in general. So, you know, my next book that I'm working on is it's about hearing God's voice. And so there's kind of a couple different groups that would probably benefit from a book like that. One would be someone who's not hearing God's voice. Someone who is sort of feeling disconnected from God and needing to hear from God. And then the other group would just be those who just want to learn more about the subject and just want to grow.

Hold on. So there's a lot of stuff going on here. And you know, you've probably been part of author audience long enough. I shared the acronym Focus Follow One Course until Successful. And so I have multiple niches. But first I started off in the Christian teen girl niche. I did that exclusively for several years. Then I started getting into Christian living books. And then it wasn't until I'd really been successful in that and had experience and had, you know, I could show people like, okay, I've done this, I've actually sold books, that then I started really into the author niche. And so it was gradual. It wasn't like I tried to do all of them at once. And so what I really recommend is that right now, at this point in your career to really try to focus in on one major niche and one major thing. And just as a reminder, like if you want to make income with this, you really need a hungry market. So you need a market that has the money and is willing to spend that money on what you have to offer. And so that's something that's very important. It may be the best book in the world. But if you don't have that hungry market or if you don't have a market that has the extra expendable income to spend on what you have, then it's a dead end street as well. Does that make sense?

Yeah.

Yeah. And then the two types of target audiences that you're going to look for, either people with a burning problem. So for me with the self publishing niche, it's like people want to get their books out so they have a burning problem. People with a burning passion, it's more of a hobbyist. So with my art classes, that is more of that. They have a burning passion, they want to be more creative, they want to learn art. And so that's more. It more fits into that category. So that's kind of what I want you to think about and instead of trying to go in a million different directions, really say, okay, what is the major niche? And I know you're already working on your first book, how to hear God's Voice. Do you think that is going to fit into niche that you'll continue to write for and you'll continue to create products for or do you think that will be a standalone one and done type of. I'm doing that and then there won't, will not be any other products for that niche.

Well, for one thing, it's not my first book. I actually wrote another book before that. But in general I'm a minister and I feel like I'm called to preach and have been successful the age of 19. So to me, these Christian books I'm writing, they're just kind of another way of sort of preaching and teaching. It's reaching a different audience. People who like to read books obviously and in a different format. But These Christian books, which I have written and write more of essentially a ministry. And that's something that I kind of had to come to the point where I had to think about, can I really make money from this? And I think in the long term I maybe could, but maybe not in the short term, maybe not in the near future.

And that depends too on how much effort and a lot of different things. But I'm actually developing a different business idea where I'm looking at probably being more of a financial income more than these Christian books which I'm writing. Although I would definitely like to get some income from them. I'm not expecting, you know, to make a lot of money from the Christian books necessarily. It's hard to make money as an author anyway. And then Christian books, it's even more difficult. And I don't know, I just, I have another passion that is sort of related, but I think it has maybe more money making potential. But it very much is related and there's, there's some connection there. But they are two kind of different markets, I suppose.

Okay. And so, you know, you're just gonna have to know that if you're having two different things that you're doing, it's gonna split your time. And so, you know, you're not gonna be able to devote your full amount of time to either one, which is going to maybe not make your success as quick in either one. And so that's just something to keep in mind. Does that make sense?

Yeah, I totally understand. At the same time, it's very, it's very common for someone to have a ministry and secular job or ministry and a secular business, to me I see as very common to have a work and a ministry. And if you're fortunate to make money from your ministry, you know, that's great. But my business idea, actually it could be considered a ministry as well, just to a different market. And, you know, then we kind of get to a different conversation about what is ministry and what marketplace ministry. And a word I'm kind of coming up with, I call it Business Tree. So.

Yeah, well, Author Audience Academy is like that for me too, because it's my business, but it's also my ministry. So they both overlap in that. But yeah, I mean, a lot of people do both, but they might have like a 9 to 5 job that they're not starting up from scratch, you know what I mean? And so it's a little bit different when you're starting two things up from scratch. And I just want you to, you know. Yeah, you can totally be successful at that. Go for it. Try it. Do what God's telling you to do. But I just wanted to remind you that, you know, it's definitely going to be a little trickier. And I know, and I've been struggling myself having several, like, three different niches right now. And it's really. Even with a team, even with vas team and all these people, it's like I am stretched to the limit. And so just a reminder. But, yeah. So the Christian living ministry niche, is that what you want to focus on for the rest of our time, of just narrowing that down and deciding what you want to do with that in the next steps?

Well, yeah, but what I kind of want to talk about is, generally speaking, who would be the kind of person that would be interested in me to read my books or to attend one of my speaking events? You know, like, who should be my target reader? Like, who should I be focusing on? See, my idea was that. That people who you have the most in common with could be. Not necessarily, but could be the ones you should perhaps focus on. You know, people of your same gender or same age or same. Even from locality where you're from. So, I mean, there's a lot of things that you can kind of focus on. But I think there's certain aspects of my personality, my story, my skills, my interest, I think that all that should play, in my opinion, who is your target reader or your target audience? So I'm just trying to clarify that.

Yeah, so who, like, in real life, who are the type of people that tend to be attracted to your ministry or have been impacted by what God's doing through your life?

What kind of people tend to, you know, have testimonies of, like, how you've touched them or people that have been in your churches before or in your ministries? Like, what kind of person would that look like in real life?

Yeah, I mean, that's a. That's a tough.

Tough question. But I will go back. I wrote a book called Keys to Massive Breakthrough. And the book is all about getting a breakthrough and overcoming obstacles in your life. And then. And then also to mention that I studied psychology through Liberty University and specialized in Christian counseling. And so there's. There's definitely an emphasis in my ministry and my teaching about overcoming personal challenges and hardships. And. And I definitely get. People definitely have a significant amount of hardship in their life. And.

I have had to really deal with quite some challenging people and circumstances and issues.

And I don't know if part of that is because I Wrote a book called Keys to the Massive Breakthrough. Maybe they thought that if anybody can help them, maybe I can. I think it's partly just about when people know your story, they know what you've had to go through. Then they connect. And I've had to overcome quite a lot of challenges, and I didn't have a very difficult or easy life.

And the thing is, I don't necessarily want to be only around people who have had an easy life and got it all together and didn't have to overcome very much. I mean, I want to help people will overcome huge challenges because, I don't know, it's like a challenge to me because if I can help that person and then they can overcome that and imagine the testimony. It's like, you know, it's like a reward.

Yeah. So, you know, with your background in counseling and helping people with challenges, are there specific addictions or challenges or abuse or things? Any specific types of challenges that you notice people coming to you with more often than others? Is it financial? Is it sexual abuse? Is it sexual addiction? Is it gambling or eating addictions? Or is it something completely different? Maybe I'm not even thinking on the right lines.

Well, actually, I almost don't want to say it because it's like I'm, okay, I'm going to open up a can of worms and I'm going to be going to get married to the thing. But I'll go ahead and say it.

There's been a significant amount of people with mental disorders and issues have come my way, or just significant.

Problems mentally, emotionally. And I've tried to help them. But the thing is, I don't necessarily want to target those people. You know what I'm saying? Okay, but what kind of work?

Yeah, well, and it's like, who do you enjoy working with as well? You know? So that's another thing. So that would be the next question. Who do you enjoy working with the most? Ministering to or working with?

See, actually, I don't necessarily mind working with mentally ill people. The problem is that most people are mentally either because of genetic reasons, which they have no control of, or environmental things which they are so oppressed of that it's so difficult for them to overcome. But anyway, I really like to work with people who have some kind of a challenge and who are motivated to overcome that challenge. I think that's the thing that I really love. Like I said, I don't necessarily want to just be with people who just. Just got it all together and don't have any problems. I Can't relate to them, and I don't think they can relate to me. So I think I like working with people who have some kind of an issue, but at the same time, they're very motivated to overcome that issue.

Yeah. So I think of people who have hit rock bottom, they've like, okay, I have nowhere else to go. I have. Something has to change. You know, would you say that kind of. Kind of person or not?

Well, that would include that person. But at the same time, I don't necessarily want to 100% focus on people who are rock bottom, because a lot of the rock bottom people, I think they're just beyond what I can do for them. And a lot of times I feel helpless with them, actually.

How would you describe the person in a little bit more detail then?

Well, they definitely have some challenge or issue. And, you know, my ministry is called Kingdom Glory Ministries. So there's an emphasis on the Holy Spirit, and so there's a real emphasis on prayer and worship. And kind of my ministry model, my philosophy is that when you seek God and he touches you and he heals your heart mind, that amazing things can happen. So it's. One of the strong components of my teaching and belief system is that when you seek first the kingdom of God and all the other things are added to you. So that's one of the things I really teach and preach.

Yeah. So it would need to be someone who's open to the things of the Holy Spirit.

Absolutely. Yes. That would definitely include that.

And, you know, no judgment. We're not saying anything, but I just know there are some certain churches and certain people that. That's not them, you know, so that would be a question there. Who. Who do you enjoy working with? And then, you know, what is it about you that you think, like, would attract someone? Like, what, you know, like, hobbies or, like, have you been in the military before? You know, things like that. Like, is there a certain group of people that might relate to you?

Yeah, see that. That's the kind of thing I was trying to get a better grasp. I mean, if we just think about who's like me, because I think a lot of times in life you're attracted to people who are like you. So people who would be like me, that would be a man of my age, a man who has similar interests. Like, I'm a big NBA basketball fan. I did spend a few years in the military, but that's not really my highlight of life. But anyway, I definitely understand the challenges of being in the military. I think One thing that's maybe unique about my life is that I did grow up in quite extreme neighborhoods and background poverty. I mean, I lived in literal ghettos, and like most of my lot of my family did graduate from high school. So I have kind of a rough past. When I was 15, I got born again and filled the Holy Spirit. And then a few years later, I went to Bible school. But I very much understand people from that kind of background, and I think my testimony could be powerful for those kind of people.

So what kind of ministries do you think would have that type of person that maybe grew up in extreme poverty? Sports fan, you know, is there any certain type? Because then we want to start to think about, are there groups of people that you could connect with that have already that target audience? And I'm thinking there has to be ministries and things that really minister, you know, to people in poverty. Maybe you could connect with them and somehow they could use your books or your resources in their Bible studies. You know what I mean? Do you understand kind of the train of thought I'm thinking on with that?

Yeah, absolutely. It's very good suggestion. Thank you.

So who else or what other ministries do you know? Because if you're that type of person, you've probably been ministered by some of these people.

Well, actually, a lot of the, what you would call charismatic preachers and teachers.

Would say that quite a lot of them that you see like on tv, they really attract those kind of people because, you know, Jesus said it's hard for a rich man to go to heaven. It's not possible, but it's difficult. And the thing is, people who are especially in poverty come from extreme backgrounds. A lot of times, that's the only thing they have is God. That's. That's the highlight of their week is to go to church and to be with other people and pray with each other.

Yeah, I guess I'm thinking, I know there's a lot of charismatic teachers and preachers, but, like, what kind of ministries? Like, is there a prison ministry? Is there, like, you know, I want you to start thinking more like groups of people. Like, are there youth? Like, Teen Challenge? Would that be a good fit for you? I know there's some more teens versus someone your age, but those are kids that have been through a lot. You know, what kind of ministries might you be able to reach out to build relationships with, connect with that. They might be able to even use your books. Those are just, you know, I guess that's just some things I want you to start thinking about, because, like, usually a charismatic teacher preacher will already have their own books, you know what I mean? So it's kind of hard to break into that. And what I'm thinking of is like a marketability, like my Bible study for teen girls. A lot of youth group leaders buy it for their Bible study groups, that sort of thing. Moms, grandmas, you know, things like that as well. I don't know, I just. I just wanted to throw that out there. I don't know if you can think of any right now or if that's something you'll. You can brainstorm later.

Yeah, I mean, the other thing is when you ask me, who do I enjoy working with? Another thing to add to that is that I have a desire to either one day start one or at least maybe teach in one in a Bible school. So I particularly want to help people go forward in their ministry and their calling. And that's sort of related to my business idea, which is kind of helping people get started doing the thing that they're called to do. So maybe the niche would be someone who comes from a difficult background that has a calling to ministry, because that's exactly.

Okay, there. You're starting to. You see how you're starting to target it down a little bit.

I mean, that's exactly who I was.

But I don't know, is that too small of a niche? I mean, that's a.

Okay, so when we talk about niches, we have about four more minutes. But when we talk about niches, we're talking about who you're going to spend. Speak to, who you're going to talk to. Anyone. And everyone can still buy your book. So a woman in a suburban, wealthy neighborhood that has an encounter with God and wants to learn how to hear God's voice can still buy your book. But your marketing and the people that you're going to like, the investment of your time, you're going to spend your investment of time trying to connect with organizations, Bible schools, and things that would connect with this, this more targeted audience. Does that make sense?

Yeah, yeah, yeah. Something I've been kind of working on, and you explained it very well just now, but it took me a long time. My analogy was that McDonald's sells salads, but they're not targeting vegetarians.

Right? Yeah. So, I mean, that's the type of person, I always say, really target the person that you enjoy working with, because that's gonna make it more fun, it's gonna make it more rewarding. But be open to what God has for you. He May give you a twist in the road, which he's given me many twists in the road, but.

This is kind of a starting place for you. And then when you know this, maybe this will help you as you write your next book, like your next book topic. You could maybe choose a book topic that's more, more specifically to this more niche of an audience and really speaks to them, like, you know, how to hear God's voice. It's a very general topic. Anyone can for sure benefit from it. Overcoming breakthroughs, for sure. Anyone can, you know, typically benefit from something like that. But you may even want to have one book at least that's really targeted to this type of a person who has a calling to ministries, been, you know, in a rough growing up. But God wants to use them and, you know, their story matters or their life matter, you know. However, I don't know. I'm just talking off the top of my head right now. But there may come a time when you want to really target down one of your books to really speak to them. Maybe not, but this is at least a starting place. And what I always say is knowing your target audience is key, key, but it's a work in progress. So as you write books, as you connect with people on social media, take notes. You're really good at that. Like, take notes on who are the people that are responding to your Facebook post? Who are the people that are emailing you? Who are the people, you know what I mean? Like, who are the people that are saying they bought your books, they've been impacted, or you're meeting in real life that is being impacted by your testimony. And as you start to pay attention to all those clues, it's going to start to even build a clearer picture. Does that make sense?

I just realized that there is quite a lot of people who contact me and follow me that are both struggling with poverty and called to ministry.

Okay, so that's another confirmation, I would say.

Yeah, I know a lot of people like that, actually.

Yeah. And it may be you even niche it down further. Like, what part of that calling to ministry are you going to help them with? What part of that? What aspect of it? And as you get to know people, that's why I always say get to know people in real life and social media one on one. Reach out. When you're in the beginning, reach out to people, ask them what. What is it you need help with? Where are you stuck? How can I pray for you? What is it that you're struggling with? And the more you reach out and know like a real person's issues and problems and things. Like, the more you're going to know how you can help them through your books and products.

Okay, thank you, Shelly.

Yeah. Whoop, there's the timer. It always scares me. So did you feel like that helped you?

Definitely. There's definitely some things that you wrote and talked about that gave some highlight for me and I wonder if. Can I get a copy of that mind map you're doing?

Yeah.

Yep.

I always send it out. So for the next steps, I'm going to say maybe start researching groups that also minister to that target audience and maybe see where you can start developing relationships. Maybe you can be a resource for them. You can offer bulk discounts, you know, different things and then pay attention to the people who contact and follow you. Keep, you know, adding to this picture, to this puzzle and I think it's just going to become more, more and more clear as you go.

Okay, thank you, Shelly. I really appreciate it. It's been a pleasure.

Yes, you're welcome. Let me go ahead and come back over here. There we go. All right. So I hope that all of you listening also found this helpful. Finding your target audiences, one of the hardest things. It can be so difficult but it is so key when you really get those aha moments and you can find those specific audience that you want to reach. It can really help you move forward and so love to work with you inside of Author Audience Academy. If you'd love, if you need more help on this and I will see you next time. Thanks again, James for being here and sharing your case study, your coaching session.

My pleasure. Thank you, Shelly. Bless you.

Yeah. And where can people find you if they want to learn more about you? Jamesrober.com okay james rober.com r o b o r.com all right, and we'll see you next time. Thanks for being here. Bye bye.

Thanks. Bye bye.

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