will convey the sense that she is not alone and that she needs to fight the good fight for the future of her company, and also for her legacy. It will galvanize her and give her the inspiration that she needs to reboot her program and stride into the next board meeting with clear purpose and direction. She finally feels that she is going to win and that she can lead this initiative to success, and take her career forward, positioning her- self for her next promotion or a job in a different company. EXAMPLE 4: JENNY, INDEPENDENT ENTREPRENEUR Describe a typical person in your Primary Audience (an avatar). What are they like? Jenny works every single day as a consultant in her independent business. In between taking care of her children, she is taking care of her clients. She is staying up late at night to make sure the work gets done, waking up exhausted each morning, and can’t seem to increase her income no matter what she does. When something happens in the family, she is the only one holding it all together. She feels guilty because she loves her business and she loves her children and her husband, but two always seem to suffer when she spends time with the other. She feels like she not only can’t get ahead, she can’t even get balanced. What pain are they experiencing because they’ve not read your book? Nothing is working. She is frustrated, physically tired, she’s in the figUrE OUT yOUr AUDiENCE · 81