If you are someone with a message—whether for your business, nonprofit, ministry, agency, political candidate, speaker, journalist, etc.—something inside of you is probably telling you to write a book. And the truth of the matter is, writing a book is a powerful, often transformational process. As Seth Godin once described it:
Writing a book is a tremendous experience. It pays off intellectually. It clarifies your thinking. It builds credibility. It is a living engine of marketing and idea spreading, working every day to deliver your message with authority. You should write one.
But it’s also a big investment that doesn’t pay off for most authors. Bestselling author Dave Ramsey likens writing a book to a year of focused intensity, and according to industry experts, the average book sells fewer than 250 copies in a year and about 3,000 over its lifetime—and that was before the self-publishing and e-book craze. Now that there are several times more books “published” each year, the competition for new titles to get noticed has never been greater.
So books are a lot of work, and promise little financial reward—so why write one?
That’s a good question.
In my experience as an editor, ghostwriter, and book coach since the 1990s, I’ve found most books fail for a few very simple reasons—reasons the vast majority of authors just don’t seem to get. The greatest of these usually has to do with addressing the proper audience for the book. Because authors don’t recognize their audience, the content fails to deliver, they market the book and then start looking for scapegoats when it never hits a bestsellers list. Their publisher failed them, the editor was a hack, people are just weird and don’t understand—they fault any number of reasons for their book failing, but the truth is the book failed on a more fundamental level—it failed to truly grab the hearts of its readers because the book wasn’t really sure who it was for.
When I talk with authors, I often say it this way:
“If the universe has put it into your heart to write a book, there is a reason—and usually multiple reasons. The best way to figure that out is to figure out who the book is really for—who are you writing to? Every book has at least a couple levels of potential audiences, a lot like a target that has a bullseye and multiple rings. But you don’t aim for all of the rings at once, you aim for the center. When you aim correctly, you usually hit the target somewhere— if you don’t, you tend to miss it completely.”
The first and most important audience for any book is actually you, the author. Most people assume that if their hearts are telling them they should write a book, it’s because they have a message the world needs to hear. While that is often the case, at the heart of every great book is a mystery the author needs to solve for him or herself. There is something the author needs to discover, a message that needs to be fully articulated, hidden treasure the author needs to unearth—and that is true whether the book is totally make-believe or ten steps to lose ten pounds in ten days. The first and most important audience for any book is the author. As political-thriller bestseller Tom Clancy advised:
Write the kind of book you want to read, and would pay money for. Your first audience, and your best critic, is yourself . . . if you’re honest.
When asked what the biggest mistake most first-time authors make on New Hampshire Public Radio’s “10-minute Writer’s Workshop,” Pulitzer Prize-winning biographer Stacy Schiff responded:
Hmm, that’s a good question. I guess . . . probably . . . writing something that you think someone else wants to read. . . . In other words, trying to please the outside critic as opposed to writing what’s honest to you.
By transforming what is in their minds into a written, book-sized thought, authors find keys to their own success, discover afresh what their business or cause is really about, articulate traumatic experiences so they can heal, or discover some understanding of reality or relationships of which they would never have scratch beyond the surface if they hadn’t written a book. To put it into a nutshell, I believe God plants the desire to write a book into our hearts because He has something to teach us through the process—and it is only in learning that lesson that we create a book that will help others. (Or sometimes we need to write just so we understand something better ourselves. I firmly believe there are times God tells us to write a book He never intends us to publish. It is just so we can grow and become more fully who He’s called us to be. We assume it’s supposed to be published into a bestseller all on our own. That’s not always true, but it is worth considering—not all books are for general consumption.)
If you are playing darts, you will see there are a central bullseye and a ring immediately around it. The center is counted as a “double bullseye” in some games, while the ring around it is the regular bullseye. To borrow that analogy, the double bullseye at the very center for any books is the author, and the regular bullseye is the demographic you feel would most benefit from your book. In marketing campaigns, many companies walk you through the creation of a customer avatar—a detailed description, sometimes even with a picture and a name, of the exact type of person you want to market your product to.
For authors, I suggest picturing their book as a conversation in a coffee shop. Who is the perfect person to be sitting on the other side of that table as you share what you know over lattes on a snowy afternoon? Are you giving a young person advice for their the future? Are you spinning a tale to a mom stuck in the house with three children under the age of ten? Are you telling a close friend about what you learned from an experience? Are you opening up a conversation with a mentor you want to bounce ideas off of? How do you hope they react to what you are communicating? Are you inspiring someone to act in a certain way, see something more clearly, or understand something new about themselves? Should they be thinking quietly about what you are saying? Should they be laughing? Crying? Slowly boiling in anger about an injustice? Should they be ready to storm the halls of government with you? Or should they be furiously taking notes, setting goals, and planning what changes they are going to make when they get back to their workplace?
Keeping this person in the forefront of your mind as you write can be incredibly valuable for how you craft what you are saying. It will give your writing focus, purpose, and clarity. It will help you figure out how much you have to explain and how much you can safely assume your reader already knows.
When you do it right, your reader is going to be able to picture you there on the other side of the table telling them exactly what they’ve needed to hear for a long, long time—something that tells them they are not alone in the world, makes them feel alive, and inspires them to follow their dreams.
Recognizing the Hero of Your Story
Once you have this avatar or perfect person to tell your book to across the table from you, you also have another valuable piece of information: you can now picture the hero of your story.
This is another major mistake authors make concerning their audiences: they think their book (I’m talking mostly nonfiction here) is for telling the person sitting across the table about who the author is, what their great wisdom is, and wowing them with what they know. The vast majority of books do this, and I believe it is the reason the vast majority of books fail. I’ve even written really good books authors wrecked because they couldn’t let the story be the story and had to go in and write themselves back in as the hero. Sure, some authors can get away with this, but that is usually when they tell a good story or we specifically pick up the book because we want to learn about them. For nonfiction books aimed at changing what someone thinks or how they behave, however, when the author needs to be the center of attention, readers quickly lose interest.
Why? Because people want to have their lives changed by reading your book—and how you changed your life is only interesting to them if it helps them change theirs. They are not there to applaud you, they want to learn from you. They want to be guided by you. They want your help changing their lives. They want connection, inspiration, and insight, not a new person to admire. (Of course, if you do it well, they will actually admire you even more—but that’s a different point.)
So who should the hero be? The person sitting across the table from you. Follow what Dan Miller outlines in his StoryBranding workshops. Your reader is a hero on an adventure to solve a problem that they have—and you are the mentor they meet along the way. They are Luke, you are Obi-Wan; they are Katniss, you are Haymitch; they are Harry, Hermione, and Ron, you are Dumbledore. Sure, there’re valuable things they can learn from your story, but only as it helps them succeed on their own.
Starting on the right foot will save you a lot of rewriting
While there are lots of things to remember as you write, getting your audience right—picturing your ideal reader and what you want to motivate them towards doing—is one of the most important. It guides how you frame what you say and the voice in which you say it; it also helps you determine what you need to leave out of your book. Picturing the right audience helps you create a guided path through your book rather than leaving them scratching their heads at the end—or worse, dumping you as a guide halfway through.
Great writing is one thing—and something we as writers should certainly strive for—but people are more interested in being moved and transformed. If your book does that, then you just have to get it in front of enough of the right people for it to take off on its own. Great marketing can only take a book so far, it’s how you touch their lives between the front cover and the back that convinces them they need to tell all of their friends to read it too. And that’s the best way to make it a bestseller.