EXAMPLE 2: HAROLD, CMO Who is your Primary Audience (the microtribe your book must reach to achieve its objectives)? Small to medium business owners (approx. $2 million to $100 mil- lion in revenue), or marketing leadership (Directors, CMOs, etc.) in large organizations who are tired of paying out too much for bad results from conventional digital marketing agencies. Describe a typical person in your Primary Audience (an avatar). What are they like? Harold is 50 years old and the CMO of his large regional insurance company. He has always relied on outsourcing his digital marketing and advertising because, “This is how we’ve always done things.” What pain are they experiencing because they’ve not read your book? The agencies he’s hired in the past consistently overcharged and under-delivered. Though this worked a decade ago, with com- petition increasing, it no longer cuts it. He has tried most of the agencies he can find, and they all do about the same. He wants to find an alternative, but has no idea where to look. He’s also heard much about AI and automation and the uncertainty about a chang- ing agency landscape. Declining revenues are creating a significant amount of stress in his life. What benefit will they get because they read and implement your book? After reading this book, he will know exactly how to evaluate and assess all the different digital agencies and options, and better understand and negotiate with them for their services. He will learn how to change, adapt, and innovate his marketing strategy by learning the right ways to invest in digital marketing, which will figUrE OUT yOUr AUDiENCE · 77