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Your Handy-Dandy Detective Kit

As a second-grader, I was a huge fan of mysteries. For Christmas that year, I received a detective kit so I could go out and solve mysteries just like the characters in my favorite books.

With fingerprinting powder, a silly disguise, and code-breaking supplies. But, the part of the kit that was the most fun to play with was a selection of plastic pieces used to create composite pictures of “suspects.”

Using a wide variety of eyes, noses, mouths, face shapes, and hair styles, I could create pictures that looked similar to people I knew.

Last week, at the end of your challenge, you were left with handfuls of numbers. And, just like those facial features, the numbers may look like a bit of a jumble before you put them together into composites.

Today, you’re going to learn how to put those numbers together into something that looks like your readers.

Start by getting in mind one of your very best clients. What’s this client like? What did this client buy? Have they bought again? What makes them so wonderful?

Describe this ideal client in as much detail as you can and label it “Reader A.”

Next, write down everything you know about your ideal reader. When does this reader read the newsletter? Where? Why? What do you already know about this person?

Again, go into as much detail as possible. Then, label this profile “Reader B.”

Next, take those numbers you compiled last week and see how many of them apply to either Reader A or Reader B. (With Reader A, it’s easy–just take a look at your stats files to see what your clients are actually doing. With Reader B, follow a similar approach–think of each reader on your list who’s already ideal and track their habits.)

Write all the numbers that apply to Reader A on that sheet (and do the same for Reader B). This will let you see which of your stats reflect those readers you find most ideal.

Finally, label a sheet of paper, “Everyone Else.” Onto this sheet of paper, add all the stats that don’t really apply to either Reader A or Reader B. Perhaps you’ve noticed that you have a lot of readers who *click* when you offer something for *free*, but that these readers don’t fit into A or B. Put them on this list.

What do you notice? Have you been writing for the wrong audience? Trying to appeal to “Everyone Else” by including the kinds of gizmos that get them clicking?

How can you make your newsletter even more of what Reader A and Reader B want?

Your challenge: After profiling Reader A and Reader B, leave a reply with your observations.

Math not your thing? For $1/subscriber ($500 minimum), I’ll help you crunch your numbers and get to the bottom of what they mean. Send me an email to sign up.

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