Nonfiction should not be marketed as though everyone is an equally likely reader. The clearer you are about who the book serves, the easier every later decision becomes.
Define primary and secondary readers
Your primary reader is the person whose problem, question, or curiosity the book addresses most directly. Secondary readers are those who may benefit indirectly, such as colleagues, caregivers, students, or practitioners who recommend the book to others.
Questions to ask about your reader
- What problem or question brings them to this subject?
- What have they already tried or read?
- What words do they use to describe what they need?
- What holds them back from acting?
- Who do they trust for recommendations?
Look beyond individual readers
Some nonfiction books also serve organizations. A book may be useful to corporate teams, associations, schools, libraries, or training programs. These buyers make decisions differently from individual readers, so they need different messages.
Where to look
- Online and offline communities around your topic
- Associations, networks, and professional groups
- Podcasts, newsletters, and media that cover your subject
- Events and conferences where your readers gather
- Reviews of comparable books, to see what readers value and miss
Turn research into a message
Once you know your reader, write the book’s promise in their words. Use it on your website, your retail page, your pitches, and your content, so every touchpoint says the same clear thing.