Who you're speaking to and how you speak to them is the basic first step in successful marketing. It has to be done otherwise you're shouting into the void and the void might tell you to piss off. 
Getting to know the deep emotional connection you are building with your clients, really getting clear on the need that you are filling and the best way to convey that message is what this workbook is all about. 
Outline your Ideal Client and build your client avatars.