have not spent any time thinking about who would read it. It’s a common mistake that many authors make. So instead, get back to the roots of why this book matters to you, what we talked about in the introduction: how can your knowledge help alleviate the pain and suffering of someone else? Picture the exact person who you can help most. What would you say to them? How would you teach them what you know? How would that help them? Where would they be after they learned what you knew and applied it? If you can picture that, then dialing in your audience should be fairly simple. MISTAKE #3: MIXING UP PSYCHOGRAPHICS AND DEMOGRAPHICS One of the common mistakes that authors make in targeting their audience is they focus too much on demographics, and not enough on psychographics. Demographics explain “who” your buyer is, while psychographics explain “why” they buy. To summarize: Demographics = Who People Are • Sex • Age • Race • Marital Status • Social Class • Income Example Demographic Information: • Female figUrE OUT yOUr AUDiENCE · 67