I'm looking at younger Baby Boomers, Gen Xers and Gen Ys, predominantly in Australia, New Zealand, Europe, and, especially, the US. Those are pretty broad groups, but the concept of self-help is pretty familiar to audiences these days; my ideal consumer is a tech-savvy professional in their mid-20s to late 30s who knows about the existence of self-help material and is curious to see if someone can pull an experiment like this off.
Especially, I want to engage with the audience and let them know what has worked for me, what hasn't, and how that can be replicated. I want to detail the process so someone else can come in and do exactly the same thing, and get the same results.
I also want to appeal to people who may have experimented with self-help-type programs before and not gotten the results they wanted, for whatever reason.
It's a pre-existing market in a lot of ways, but I want to try a new, and engaging and friendly, spin on approaching it. The design will be important here - letting my audience know that this is, at heart, a light-hearted project.
Basically, my target audience is people who like this guy, A. J. Jacobs, who conducts similar (but different) lifestyle experiments on himself:
I'm a writer from Melbourne about to launch a year-long experiment - 365 days of following the advice and teachings of the world's most famous self-help books, with myself as the guinea pig.
I want to see what my life will look like at the other end, I want to see if it's true I can make money fall out of the sky by thinking about it really, really hard, and I want to see if this self-help stuff is everything Tony Robbins and Rhonda Byrne claim it is. While the core content of the site will be journal-style entries of this process, I'll also be interviewing life coaches, fitness instructors, psychologists, yogis and gurus, and recruiting self-help guest bloggers along the way to give a broader perspective.
I'm hoping the site will also reflect a sense of personality and fun, because that's how I'll be approaching the topic - attached is an author photo - which doesn't have to, but certainly can - feature on the site.
Fun does not, however, equal cartoon puppies.
Not even one.