How to Scope Out a Marketable Subject
According to Tom and Marilyn Ross, founders of SPAN (Small Publishers Association of North America) "The first and most important step any potential businessperson takes is to decide what product or service to offer customers. Whether you're an author or publisher, you must determine your ?vehicle.' Some forms of writing hold more promise for commercial success than others. Many people dream of turning out a volume of poetry, writing a novel or telling their life story. They feel a deep passion for their project. If making money is their primary goal, however, they face an uphill climb"
I believe that this is the problem with many of our projects. We don't think them through thoroughly enough. We just launch out, following our passion and trust that everyone will love our book as much as we do. I have no problem with an author following his/her passion. Write the book that's in your heart. Enjoy the process. But if you hope to make money on that book, you must have a very different attitude. You must put away the heart thought-process and start thinking like a businessman/woman. And this needs to be done before your book becomes a book. It must be a marketable subject.
As the Rosses say, "A marketable subject is vital both for commercial publication and self-publication." What makes a marketable subject? According to the Rosses, marketable books are "Usually about hot, timely subjects and they've been aggressively promoted." They say, "Choosing a marketable topic is the first step toward the bestseller dream to which all authors climb."
They explain that nonfiction is most marketable because Americans are hungry for information. The Rosses say, "Nonfiction can take the form of a book that shows how to do or make something or gives a formula for self-improvement. Books that show readers how to be wealthier, healthier or sexier lead the pack."
In order to write a book that's hot and timely, you must stay alert. Here's an example from the Rosses' article. They talk about the first crock pot cookbook. "The author attended a trade show and noticed that several manufacturers were introducing these new devises. Presto! The lights flashed. Would cooks need new recipes and guidance on how best to use their new cookware? You'd better believe they would. Since Mable Hoffman's Crockery Cookery came out in 1975, more than three million copies have been sold."
They caution writers to try to differentiate between a fad and a hot topic. But I believe that even a fad can make you some money if you're on your toes and bring it out at the right time. Of course, I would go along with the Rosses and advise focusing on a trend rather than a novelty. One way to do this, according to the Tom and Marilyn is "Ask yourself if a lot of people are likely to still be interested in it in a year or two. Think whether other ideas in this field have tended to flash and die or whether they've lasted at least long enough for a book on the subject to be written, published and find an interested readership."
The Rosses offer a couple of topics that were hot two years ago and probably still are: spirituality and religion, money, diet and exercise. They say, however, "There are hundreds of books on these topics. It would make no sense to come out with another run-of-the-mill tome on jogging. If you are clever, however, you may find a new way to ride the wave of interest others have generated." They also suggest books for the aging baby boomers—managing personal finances, volunteerism, aging gracefully, health and fitness, part-time self-employment, downsizing your budget and gardening, for example.
And here comes the advice that I and other professionals preach. You've heard it over and over again, but I'm going to repeat it here. Before going with your great idea, find out how many books there are already on that subject. The Rosses suggest, "Look closely at the competition. Do the existing books leave a gap your book could turn into a target? If your book is to stand out from the pack, it must have a fresh angle, offer a unique approach or information to persuade a prospective reader to buy it rather than one of the others."
The Rosses suggest, "Ask a few bookstore buyers or managers how well your competition is selling. Find out what type of book is selling well and take a different approach." And they have an interesting suggestion that we should all pay attention to. They say "Rather than writing for large general groups select a specific, clearly defined market. Write for dog lovers, organic gardeners, parents of disabled children, for example."
They urge writers to become "lurkers." By this they mean, visit chat rooms, discussion groups, bulletin boards and find out what people are talking about, concerned about, wondering about. "When you see a pattern emerge, you've just learned about a need you might want to fill."
They say, "As you climb the sheer cliffs of publishing, look for tiny crevices that have been passed over by the ?big guys'."
The Rosses go on to recommend that you position your product. "Give your book a competitive edge by making it different or special in some way." Tie it in with a product, for example, add a workbook or offer a Spanish version.
There's more to producing a book than just fulfilling your desire to write from the heart. In order to become successful, you must also engage your brain.
Note: For this article I got permission from Tom and Marilyn Ross to excerpt their article appearing in the 2002 edition of SPAN Connection. The Rosses are coauthors of 13 books including the best-selling Complete Guide to Self-Publishing and the award-winning Jump Start your Book Sales. Through phone consultations and ongoing coaching, Marilyn empowers authors and self-publishers to realize their dreams. She can be reached at 719-395-8659. or marilyn@marilynRoss.com. Visit their Web site at: http://www.selfpublishingresources.com and sign up for their FREE monthly e-zine on how to make more money selling books—plus get your FREE downloadable copy of Smart Strategies for Self-Publishing Success. Order books by calling 800-331-8355.
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