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Andreas Münch

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Adult fans of fantasy and adventure novels seeking unique and immersive reading experiences featuring dinosaurs as a pivotal element.

Audience Type

  • B2C

Needs – Primary Buying Considerations

  • Enjoyment and mental escape from everyday life
  • Unique and creative narratives in the fantasy adventure genre

Demographics

  • Age Range: 18 - 40
  • Gender: Male
  • Geography: Germany (possibly wider German-speaking territories)
  • Income Level: Average
  • Profession: Intellectual professions, such as teaching

Psychographics

  • Lifestyle: Values traditional norms, enjoys literature, cinema and board games
  • What they value: Creativity, uniqueness, imaginative storytelling
  • Pain Points: Lack of originality in current fantasy literature options
  • Buying Behavior: Purchases primarily through Amazon

Secondary Target Market (only if applicable)

  • May also target a secondary market of female readers within the same demographic and psychographic characteristics.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Andreas Münch provides epic fantasy adventure narratives featuring dinosaurs to classic novel enthusiasts, transporting them from daily stress into a world of thrilling escapades.

Understanding Their Pain Points

  • Monotonous, stressful daily routines
  • In need of a refreshing, imaginative escape
  • Limited options for unique fantasy adventures

Transformation

  • Immersive journeys in an intriguing, dinosaur-infested fantasy world
  • A thrilling escape from the mundane
  • Feeling enlightened, stress-free, and entertained post-reading

Unique Selling Proposition (USP)

  • Uncommon blend of fantasy adventure with dinosaur characters
  • Proven entertainment value in the fantasy genre
  • Standout choice with distinct storytelling elements amidst conventional novels

Brand Values & One-Liners

  • 'Unleash the Adventure: Fantasy Meets Prehistory'
  • 'Epic Narratives, Mesozoic Twists'
  • 'Escape the Ordinary, Embrace the Jurassic'

Tone

  • Andreas Münch's tone is a dynamic blend of engaging storytelling and imagination. The narrative effectively stirs curiosity, excitement, and immersive enjoyment.

Hero Text Idea

  • Flag Text: 'German Creativity at Its Peak'
  • Main Headline: 'Epic Fantasy Adventures with a Prehistoric Twist'
  • Sub Headline: 'Embark on thrilling tales where the realms of fantasy and prehistory intertwine, ensuring a transformative reading experience.'
  • CTA: 'Dive into Adventure! Get Your Copy Today!'

3. The Media I Will Use to Reach my Target Market

Website

  • Prioritize above-the-fold visibility of the USP 'Fantasy with Claws and Teeth'
  • Leverage Wordpress for blogging to drive organic traffic
  • Track conversion events such as page views, click-throughs to Amazon, and newsletter sign-ups
  • Focus on mobile optimization for easy browsing and impulse buy decisions

Social Media

  • Build presence on platforms like Instagram and Facebook for storytelling and engaging visuals
  • Daily posts, alternating between book teasers, dinosaur trivia, personal author notes, and fan engagement posts
  • Instagram Stories for live readings or behind-the-scenes glimpses

Paid Advertising

  • Setup Google Ads for keyword-specific campaigns ('fantasy novel', 'German author', 'dinosaur book')

Content Recommendations

  • Blog posts dissecting popular fantasy novels, dinosaur facts, author's writing process
  • Free short stories or mini 'behind-the-scenes’ articles to provide value and drive newsletter sign-ups

Podcasts

  • Consider starting a podcast series featuring readings from the book and discussions around fantasy genre
  • Target to appear on podcasts like 'Fantasy Book Club' and 'The BookWorm in Germany'

Directories

  • Get listed on GoodReads, Amazon Author Central and 'German Authors' Directory

Publications

  • Aim for features in publications like 'Fantasy Magazine', 'The German Book Review', 'Reading in Germany'

Partnerships & Outreach

  • Connect with local libraries, book clubs and schools for speaking opportunities and book readings
  • Partner with an illustrative artist for exclusive book artwork to be used in special edition releases

SEO and Content

  • Create keyword-based blog posts on fantasy novel elements, author creation process, and dinosaur relevance
  • Improve SEO by interlinking articles and exterior websites

Offline and Local Media

  • Book reading sessions at local events in Germany
  • Connect with local newspapers for author interviews
  • Distribute flyers with a QR code leading to the sample of the book at local bookstores

Online Events

  • Webinars or online book reading and Q&A sessions

Online Networking

  • Engage in fantasy novel-themed Reddit communities and Facebook groups for tailored exposure

Cold Outreach

  • Attend local writing meet-ups, literary events to network and collaborate
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Exclusive free short story set in the novel's universe
  • Quiz: 'What Dinosaur Character Are You?'
  • Preview of the first two chapters of the novel

Tripwire Offer

  • Audio recording of the first book chapter
  • Special edition ebook with exclusive artwork
  • Mini dinosaur-themed merchandise

Welcome Sequence

  • Email 1: Welcome message with lead magnet access
  • Email 2: Intro to the author and the novel's inspiration
  • Email 3: User-generated content featuring readership experiences
  • Email 4: Offer exclusive to subscribers

Segmentation

  • By interest in dinosaurs/fantasy genres
  • Frequency of interaction with emails/social media
  • Previous purchase of the novel or any merchandise

Chatbot and Automation

  • Chatbot on Wordpress site to aid in lead capture
  • Automation tool for follow-up emails to new subscribers

2. My Lead Nurturing System

Marketing CRM

  • Suggested platform: ActiveCampaign. While its robust capabilities can cater to large businesses, it provides budget-friendly plans for beginners too. This tool is recommended for seamless email management and automation.

Sales CRM

  • Suggested platform: Pipedrive. Considering that the author only sells online (mostly through Amazon), a light-weight and inexpensive CRM like Pipedrive can streamline customer management and sales tracking.

Automated Follow-Ups

  • Post-opt-in: Welcome email with a thank you message, company's backstory and access to the free ebook.
  • Post-purchase: Share a personalized thank you for the purchase, ask for reviews, and introduce the next book in the series.

Newsletter

  • Frequency: Bimonthly
  • Topics: Updates on upcoming novels, behind-the-scenes insights, special events for subscribers.

Retargeting & Ads

  • Platforms: Google Ads for search, Amazon Advertising for product targeting, and Facebook dynamic ads for retargeting.
  • Goals: Increase brand visibility, drive sales and establish a loyal readership.

Social Media and Content

  • Posting frequency: Daily
  • Content: Sharing snippets from the novel, interesting dinosaur facts, and the author's journey.

Webinars and Events

  • Quarterly online meet-and-greet events and webinars on fantasy writing and behind-the-scenes of writing a novel.

Other Nurture Channels

  • Utilize tools like ManyChat to deliver automated messages on Facebook and WhatsApp.

3. Sales Conversion Strategy

Sales Process

  • Optimize website for easy navigation to purchase links.
  • Promote a 'Start Reading Now' call to action as a swift entry to Amazon.
  • Offer bite-sized teasers of the novel on the website to pique visitors' interest.

Sales Assets

  • Develop email templates to nurture leads from the newsletter sign-ups.
  • Create a compelling preview of the novel to share through social media and email.

Testimonials and Case Studies

  • Encourage readers to leave reviews on Amazon after purchase.
  • Share standout reviews on social media and website.

Conversion Rate Insights

  • Utilize Google Analytics to track website visitors' path to Amazon.
  • Identify drop-off points to improve user experience and conversion.

Urgency and Offers

  • Promote time-limited offers (e.g., reduced price for new releases).
  • Launch seasonal campaigns based on cultural events or holidays.

Guarantees and Risk Reversal

  • Ensure Amazon's return and refund policies are clearly communicated.

Shock and Awe

  • Delight subscribers with exclusive content like author interviews, backstage, and unpublished chapters.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • A welcome email to new newsletter subscribers with a download link to the free exclusive ebook.
  • Offer a free sample chapter from the new release on the website.

Communication Cadence

  • Monthly newsletter including unique short stories, dinosaur trivia, and updates on new releases.
  • Maintain an active social media presence on platforms like Facebook and Instagram, posting daily.

Client Education

  • Include a 'Behind the Scenes' section in the newsletter sharing insights about the writing process, research, and character development.
  • Post reading guides and character backstories on the website for deep-dives into the fantasy world.

Personalized Touches

  • Birthday emails with discounts on the author's Amazon listings.
  • Commemorative emails on the anniversary of a reader's first purchase with a personal thank you note.

Visuals and Documentation

  • Share concept art, maps, or dinosaur illustrations related to the novels on social media and through newsletters.

Feedback and Proactive Support

  • Request reviews from readers through a post-purchase email that also includes offer of support for any issues.
  • Proactively address negative feedback, rectify issues, and work to ensure reader satisfaction.

Guarantee or Promise

  • Maintain commitment to delivering engaging and unique fantasy stories.
  • Promise to rectify any dissatisfactory experiences with personalized attention.

Operational Excellence

  • Uphold professionalism and timeliness in all communications.
  • Maintain a comprehensive and regularly updated website that effectively displays product listings and relevant information.

2. How I Increase Customer Lifetime Value

Upsells & Cross-Sells

  • Create companion short story e-books as add-ons
  • Offer special exclusive author-signed copies as an upgrade

Bundling & Packaging

  • Bundle books to offer a complete series at a discounted price
  • Design a collector's edition package with exclusive bonus materials

Loyalty & Retention Programs

  • Implement a reward program for loyalty: Rewards on purchase of every third book
  • Encourage reviews and ratings in exchange for exclusive content or discounts

Custom Services and Personalization

  • Offer personalized author messages as a premium service
  • Develop exclusive cover designs for loyal customers

Pricing Strategy

  • Provide discounts on bundled offers to encourage bulk purchases
  • Introduce a referral pricing scheme: Give discounts to customers who successfully refer a friend

Customer Data and Insights

  • Use website analytics to identify customer preferences and tailor communications
  • Run feedback surveys to understand customer content needs and preferences

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a free digital novella or exclusive chapters for successful referrals.
  • Provide discounted ebooks or merchandise for successfully referred purchases.

Shareable Assets

  • Develop pre-made social media posts celebrating the unique aspects of the novels.
  • Create a catchy graphic or virtual 'trading card' with each novel's title and iconic dinosaur character for easy sharing.

Timing and Triggers

  • Individuals who leave a positive review on website/Amazon could be asked to refer a friend.
  • Post-release of a new book: trigger automated emails asking recent buyers for referrals.

Client Success Stories

  • Encourage sharing of personal experiences reading the books - create a #hashtag for this purpose.
  • Highlight and share great reader reviews/story shares on social media for visibility.

Referral Contests

  • Hold quarterly referral contests with signed copies of existing novels as rewards.
  • Create special shoutouts on social media for top referrers each month.

Partner or Affiliate Programs

  • Develop a simple referral system with book clubs, influencers, or literature bloggers.
  • Provide trackable links with possible earnings or profit share for each successful purchase from referral.

Thank-You Experience

  • Send a personalized email note to thank referrers.
  • Top referrers receive an exclusive short story or sneak peek to a future novel.

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