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This blog post is not for everyone. It’s for writers who are just beginning to create books–specifically, nonfiction books (health, how-to, business, etc.). The message is:

Think about your audience before you start writing.

Over the years, I’ve noticed that many authors write books with a “field of dreams” mentality: “If I write this, they will come.” Often, these authors, when asked, “What’s your target audience?” respond, “Everyone,” or “All women,” or “Women over the age of 35, because those are the ones buying books.”

To the people faced with the prospect of selling your book, this response sounds like you have unrealistic expectations. In a best case scenario, your PR and sales team may under-deliver on your expectations, and you may part ways feeling unsatisfied. More worrisome than bad feelings, though, is bad product; “My book is for everyone” often means the writer hasn’t thought about audience while writing. The result can be an unsalable book–well-written, maybe, but without a clear angle that can be pitched effectively to media and, more importantly, to consumers.

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