Will People In My Niche Actually Buy A Book?

Jay Topp, founder of Real Growth, answers on video. Transcript:

So will a person in my particular niche actually want to buy a book? And so the way that we see this is that people don't buy books for fun. It's not like we're selling novels or it's like we're selling romance novels. We're here to solve problems for people. And so when someone buys a book, they're not saying, "Hey, I'm a bookworm who just wants to read books." They're saying, "I have a problem that I need to solve, or there's a thing in my life that I desire that I want to attain, and I see this book as the clearest next step to be able to solve that problem." And so we're not targeting book readers.

We're targeting people with urgent pains and problems that they would like solved or people with dreams that they'd like actualized, realized. And so when somebody buys a book, they're not buying it for the process of reading itself. They're putting their hand up and saying, "I have a desire. I have a pain. I want it solved." And so the book, for the most part, the biggest part of the book is the transaction itself and what that signals in somebody putting up their hand that they have a problem with pain.

And we have sold books in the strangest of niches. We have a book at the moment that's doing incredibly well, and it shows people how to grow and sell crayfish in their backyard. And you could say, "Who wants to buy a book on that?" But once again, it's putting up their hand, I have a pain, problem, or a desire. And we see this in a bunch of niches, especially with therapists, even psychologists transitioning across.

We're just identifying a particular pain or desire in their market. People put their hand up to say that they have that, and it's not about them reading a hundred-page book or being a bookworm, but it's about them qualifying themselves with a problem or a pain.