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Nice niching

It's Day 2 of the 10-day Business Book Proposal Challenge, and we're focusing on defining and evidencing the target market. This is a tough job, one of the chewiest of the whole challenge (and that's saying something....) but it's also one of the most valuable. The typical mistake most non-fiction authors make is to keep their target market too broad (please, NEVER use the phrase 'the general reader' in a proposal). Big, well-established names might be able to write for a vast swathe of readers because the book will generate publicity and interest on the strength of their name. But as a first-time author seeking to build your platform by writing a book, you're making things really difficult for yourself if you go after a broad target audience.

Several times in the group now I've recommended that challengers niche their book concept down to focus on a specific problem (and I remind them that if it helps, they can think of this as the first book, not the only book that needs to cover every reader and every situation).

For business books, you get to choose who you write for, and that means thinking about who you want to work with. What kinds of people in what sorts of situations do you most want to work with over the next 2-3 years or so? What situations trigger the dissatisfaction or impulse to change that would make someone like that reach for the book you could write to help them?

If you think about how you buy a book, it's usually because either you know the author (personally or by reputation), or because the book is aimed precisely at you, or will give you the specific information you need. Write that book for the people you care about reaching. 

This entry was posted on 06 June 2017 at 19:40 and is filed under publishing | writing | books. You can leave a response here.

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1 response to 'Nice niching'

Esther Nagle says

This is such important advice isn't it, and so hard to do. we know so much about our subject, it is so tempting to want to put everything we know into the book and the business! I can use you as a prime example when battling with my urge to try to do everything - there is bound to be LOADS you *could* do in your business, but you focus on publishing a certain type of book, not trying to publish all books. Great post, and I hope you enjoy this round of the book challenge!

Added on 06 June 2017 at 19:35

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