The "target reader" for this book is named James. James is 33 years old, a white male with light, thinning hair and a slim build with 10 extra pounds on him that he's self-conscious about. He’s married to his wife Rebecca who he adores, and they have a 1-year old daughter, Skye, who is the absolute love of his life. James and his family live in Phoenix, AZ in the middle-class suburb of Gilbert.
James hates the summertime heat of Phoenix, and often daydreams of a life somewhere else. Some place with beaches, maybe. California is the dream, some place with nice weather where he can play outside with his wife and his daughter. But James doesn’t have the money right now. He wants it though, and he thinks about it a lot.
James works in an office, and he doesn’t like his job. His coworkers are nice enough and his boss is even decent, but he knows this isn’t what life is about. He does it purely to pay the bills, and he feels stuck. James wishes he could go back in time and make different choices, different decisions that might lead to a better outcome for him and his family. James really just wants to make his wife proud and feel loved and respected, and he wants the best for his daughter. He wants to show his friends, family, coworkers, and acquaintances that he can succeed, and that he’s destined for more in life. He spends time every day fantasizing about starting his own business that might bring him success, but he doesn’t know where to start.
James has even tried starting his own business before but it didn’t work, and he was left feeling jealous, envious and back at square one.
However, he's recently heard of email marketing and looking further into it, he's excited at the prospect that it might work for him and help him build a business that would allow him to achieve what he truly wants.
His challenges include not knowing exactly what to do, having information overload, having a lot of skepticism around online marketing, and also thinking that it's probably a lot of work that’s "over his head".
He is afraid of failure. Of rejection. Of letting his wife and daughter down.
His main objections to trying something new are lack of trust, the fact that in the back of his mind a part of him believes he doesn’t believe he can do it and he doesn’t want to be made a fool of or be embarrassed in front of his family.
James’ biggest surface desire is to make a bunch of money. What he really wants is love, appreciation, respect, and a new life, a better life for his family. To feel like he’s a great man for his wife and daughter.
Email marketing can help James.