How to “You-ize” Your Book Marketing Content Creation

My friend and colleague, Terry Brock, recently coined the phrase “you-izing,” which tickled my brain cells.

“You-izing” is the process of shifting the focus of your message from yourself to your audience. Instead of talking about what you offer or what you’re doing, you speak directly to the needs, desires, and challenges of the people you’re trying to connect with. It’s about making your message feel personal, relevant, and beneficial to them — essentially, it’s speaking with your audience, not just to them.

In marketing or communication, “you-izing” means tailoring your content to directly address the audience’s pain points or goals, making them feel understood and valued. It’s a technique that makes your message resonate more deeply, creating a stronger connection and driving engagement.

For example, instead of saying, “I wrote a book about marketing strategies,” you might say, “You’ll learn marketing strategies that make growing your business easier.” It’s a small change in perspective that has a big impact on how your audience perceives your message.

If you want to use this concept to market your book, here’s what you need to know.

Know Your Audience

Understanding your audience is the first step. Who are they? What do they care about? What problems do they face? 

When you know the answers to these questions, you can create content that speaks directly to their needs and interests. This connection builds trust and makes your message more impactful.

Knowing your audience also helps you choose the right tone, format, and style for your content. For instance, an audience of young entrepreneurs might prefer an upbeat and inspiring tone, while retirees appreciate a calm and reflective approach.

Take Sheryl Sandberg, author of Option B. She wrote about building resilience after the sudden loss of her husband. Her book deeply resonates with readers navigating grief and adversity. Sheryl knew her audience. She shared personal experiences, like leaning on friends and embracing small wins, to rebuild her life. Her readers connected with her journey of finding strength, meaning, and joy after heartbreak.

If you are creating content, ask yourself:

• What challenges do my readers face?
• What questions do they need answered?
• What type of tone makes them feel comfortable?

Answering these questions will help you make your content relatable.

Show Your Personality

People connect with people. They want more than just information. Letting your voice shine through makes your content more engaging and memorable. Your personality is what sets you apart from others creating similar content. When you share your authentic self, you create a stronger bond with your audience.

Showing your personality is about adding personal touches that make you stand out. It could be a funny comment, a meaningful story, or a unique way of explaining something.

Take Mark Manson, author of The Subtle Art of Not Giving a Fck.* He stands out for his bold, no-nonsense style. In his book, he writes as if he’s having a casual, honest conversation with a friend. He even shares humorous stories, like his failed attempts at self-improvement. Readers love his raw honesty and humor, making his advice feel relatable and real.

How can you show your personality in your content? Share:

• A story that shaped your perspective.
• A lesson you learned the hard way.
• A detail about your life that helps people relate to you.

Being yourself makes your content more engaging and memorable.

Customize Your Message

Your audience wants to feel like your content was made just for them. Customizing your message shows that you understand their specific situation and care about providing solutions that work for them. This means using examples, scenarios, and language that reflect their reality.

When you personalize your content, you make it more useful and appealing. Think about what your audience values and how you can align your message with their interests.

Take Tiffany Dufu, author of Drop the Ball. Her book is about letting go of perfection and finding balance. She wrote specifically for women who feel overwhelmed by work and family demands. Tiffany shared personal stories, like learning to delegate household tasks and setting realistic priorities. This focus made her book a must-read for busy professional women.

You can customize your content by:

• Addressing a specific group’s needs.
• Using real-life examples they can relate to.
• Writing in a way that reflects their world.

Focus on Your Expertise

Your unique perspective is your greatest strength. Sharing what you know builds credibility and helps your audience see you as a trusted authority. By focusing on your area of expertise, you can offer insights and advice that others cannot.

Highlighting your expertise doesn’t mean bragging. It means sharing your knowledge in a way that adds value. Think about what you’re passionate about and how you can use that passion to help others.

James Clear, author of Atomic Habits. He shows how tiny daily improvements create big results. One of his key examples is his personal habit of writing just a little each day to build consistency. His audience are people looking to improve their habits. They loved how clear and actionable his advice was. By focusing on proven strategies, James established himself as a trusted expert.

Ask yourself:

• What do I know better than most people?
• What small tips can I share to help others?
• What do I do differently from others in my field?

This focus will make your content useful and unique.

Engage Actively

Engagement is about creating a two-way conversation with your audience. When people feel heard and valued, they are more likely to stay connected and share your content with others. Engaging actively means inviting feedback, responding to comments, and creating opportunities for interaction.

Interactive content like polls, quizzes, or open-ended questions can also boost engagement. The more your audience interacts with your content, the stronger the relationship becomes.

Take Gretchen Rubin, author of The Happiness Project. She used social media to engage with her readers by encouraging them to share their own happiness habits. She often asked followers to post small actions that improved their daily lives. This interaction not only built a strong community but also provided her with fresh insights for her work.

You can engage your audience by:

• Asking for their feedback.
• Responding to their questions.
• Encouraging them to share their own experiences.

These actions show that you value your audience’s input.

Use Simple Language

Clear and simple language is essential for making your content accessible to a wider audience. When your message is easy to understand, more people can benefit from it. Simple language also helps you avoid confusion and keeps your audience focused on the main points.

To simplify your language, focus on using common words and short sentences. Avoid jargon or technical terms unless you’re sure your audience will understand them.

Take Marie Kondo, author of The Life-Changing Magic of Tidying Up. She keeps her writing simple and clear, making her ideas easy to follow. Instead of saying, “Reducing excess possessions can create a more harmonious living space,” she says, “Keep only what sparks joy.” Her straightforward approach helps readers take action without feeling overwhelmed.

Here are some tips for keeping your language simple:

• Use everyday words.
• Keep sentences short.
• Avoid jargon or technical terms.

Clear language helps you reach more people.

The Impact of “You-izing”

When you create content with a personal touch, your audience feels seen and understood. They are more likely to trust you, engage with your work, and share it with others. Real examples like Sheryl Sandberg, Mark Manson, Tiffany Dufu, James Clear, Gretchen Rubin, and Marie Kondo show how effective this approach can be.

Start small. Pick one strategy to try today. Maybe it’s sharing a personal story, asking your audience a question, or simplifying your language. Over time, you will see your content connect with more people.

“You-izing” your content is about adding your voice. It’s about building a relationship with your audience, one personal, relevant, and beneficial message at a time.