Thousands of people each year stop what they’re doing and sit down to write a book. Many of them believe that they have something new and important to say and they focus only on getting their message down on paper. But many of these hopeful authors fail in their attempt to spread their words. Why? Because they don’t take their audience or their competition into account.
You wouldn’t open a store in your community without knowing something about the residents—do they need or want the type of products you sell? Who are your primary customers and how will you reach them? Who are your competitors and what products or services can you offer that they don’t?
These are just some of the questions you must answer before you open a business. And let me say it again, publishing is a business and your book is a product.
If you are thinking about writing a book or even if you have already started writing it, and if you dream of distributing it far and wide, this could be your lucky year. You found my blog just in time to stop the forward motion in, possibly, the wrong direction. Why do I and other professionals keep harping at you to make the right decisions related to your publishing project and ragging on you when you don’t? Let me count the reasons. Following are three real-life, slightly camouflaged, case scenarios revealing what happens when an author takes the wrong path:
Case Study #1: Cecilia spent her life dieting and binging, dieting and binging. She kept two closets—one with clothes to accommodate her size 16 frame and the other holding outfits for when she was her slimmest self. Around age 47, she came to terms with her bizarre eating habits and discovered a way to maintain a size 12 body. A much happier Cecilia decided, about five years later, that she wanted to tell the world how to achieve dieting success. And she wrote a book.
Unfortunately, there was really nothing special or different about her weight-loss plan. While her story was unique to her, it was simply a rehash of many of the other diet books on the market. If Cecilia had written a book proposal, which requires that she take a close look at the competition, she may have changed the focus of her book and she may have actually experienced some publishing success.
Case study #2: Reginald was a reformed gambler. Gambling had seriously damaged his marriage and his relationship with his grown children before he got help and finally stopped. It was during his recovery period that he decided to write a book aimed at deterring other gamblers. Like Cecilia, he just sat down and started writing. His desire was to reach hardcore gamblers who really couldn’t afford to play the game and those who were on their way to becoming addicted. And he attempted to do so by preaching and teaching. In fact, he called his book, Stop Betting and Start Living.
This hopeful author had checked to find out if there were other books like his. The fact that there were a few and that none of those he found were written by a reformed gambler, encouraged him to continue. What Reginald didn’t take into consideration was his audience. Sure there are a lot of gamblers out there, but how many of them are actually trying to quit gambling? How many of them would buy a book telling them how to quit doing something they don’t want to stop?
If Reginald had truly considered his audience when he planned his book, he may have approached his subject from an angle that would entice the readers he wanted rather than turning them off.
I meet a lot of authors each year who are attempting to promote self-help or how-to books to a virtually blind and deaf audience. They’re trying to force their beliefs on others in a way that actually repels the very audience they hope to attract. I suggest getting that book out of your system. Go ahead and write it and then trash it and write a book that your audience will accept.
Case study #3: Suzanne loved to write. She dreamed of penning a best selling novel and she worked hard at it. When she couldn’t land a publisher after the first few attempts, she opted for the fee-based POD publishing service that she’d seen advertised most often. She even saw their ads on reputable writing Web sites, so she was convinced that they were reputable, as well.
This writer, too, had dreams. Hers was to spend as much time writing as possible—to produce novels one right after another while collecting payment for the novels that were being circulated. What she didn’t understand was that no one would buy books that they didn’t know about and that no one would know about them unless she got the word out.
The concept of build it and they will come does not work in the world of publishing. What you must build is a platform and a marketing plan in order to attract your particular audience. You can also build promotion into your nonfiction book or novel, but this has to be considered BEFORE you write the book, not as an afterthought.
For example, if Suzanne had turned her romance novels into historical romance novels, she would be adding another dimension that would intrigue another segment of novel readers. She could also give a character Parkinson’s disease, MS or diabetes, for example, and, perhaps, involve a major health organization in the distribution and sales of the book. Add a horse, newborn twins, or a character who restores old cars, collects vintage clothes or designs skyscrapers in the Middle East and you have expanded your audience base.
If Suzanne had studied the publishing industry before getting involved, she would have understood her options and her responsibilites as an author. And if she had considered her audience and how to reach them before writing the book, she might have written a book with greater marketing potential.
If you plan to write a book, STOP. There’s much to be done BEFORE you ever start writing that book. Here’s your homework:
1: Order and read The Right Way to Write, Publish and Sell Your Book. Amazon.com or http://www.matilijapress.com/rightway.html
2: Study the publishing industry. (The Right Way to Write, Publish and Sell Your Book includes over 60 pages to help you to better understand the publishing industry.)
3: Write a book proposal. (There are four chapters in The Right Way to Write, Publish and Sell Your Book devoted to how to write a successful book proposal. For additional help, order How to Write a Successful Book Proposal in 8 Days or Less.)
4: Start writing.
And be sure to order your copy of The Right Way to Write, Publish and Sell Your Book. This is your complete guide to authorship and beyond. Order through Amazon.com or http://www.matilijapress.com/rightway.html