By Terry Whalin (@terrywhalin)
For decades, I’ve been an editor meeting with authors and reading their book submissions. Many of these submissions are missing a foundational element: a specific target audience. I’ve read numerous submissions which proclaim, “My book is for everyone.”
While I’ve written and published many books for traditional publishers, I’d love to write a book for “everyone.” Yet that has never happened. If I am honest, no book is for everyone. Yes, some books reach a broad segment of the reading public, yet every successful writer has a specific target audience. There is an old saying, “If you aim at nothing, you will be sure to hit it.”
Recently I received an excellent, well-crafted proposal from a business writer. She knew her target reader and was reaching this reader through her on-going marketing efforts (online and in print). While her concept and presentation was fresh and interesting, this author also knew how to test her audience and get feedback. From this testing data, she knew the concepts and stories in her book would meet a reader need. A proposal where the writer has identified a primary, secondary and tertiary audience is including this foundational material that will attract attention from literary agents and publishers.
In contrast, I’ve also read a proposal from a children’s book author who picked a large age group for their target audience (3 to 12). From the target, I knew this writer had no concept of a particular reader, and it showed throughout the pitch. Children’s books are a segmented market with the words and illustrations targeted to a specific audience. Just walk into any brick-and-mortar bookstore and take the time to study the children’s section. The sections and divisions are clearly marked and are segments every bookstore and library use to divide these books. While your book may eventually reach more than one target, the pitch needs to be aimed at and written to one audience. While literary agents and editors are looking for writers with a target, they also are looking for authors with the ability to reach their target audience. You can reach your target through social media but also an email list, magazine articles, regular speaking, and many other methods.
Your connection to the audience is often called a platform, and every writer (fiction or nonfiction) needs to be actively building their audience. I have a free ebook, Platform-Building Ideas for Every Author at: http://terrylinks.com/pb The identification of your audience is the foundation of every book proposal.
Imagine an archery target. You will have a primary audience (the bullseye) but you will have secondary readers as well (the other circles). The aim and focus of your proposal need to be your target reader. Follow this foundational proposal principle to make your submission standout.
Do you have a specific target audience? Does this target audience fit into a bookstore category? Thoughtful answers to these questions will help you refine your pitch to an editor or literary agent and get your book published. Let me know your actions in the comments below.
6 comments:
Terry, thanks for this book marketing insight. With all the information freely available, it's surprising that authors don't take the time to learn the simple basics of writing, publishing, and marketing a book before jumping in. I currently have a query from an author who wanted an MG rewrite, but the premise and word count don't match the category. And it's obvious the manuscript was AI-generated but poorly done.
Karen, thank you for this comment and it is surprising what authors will do. I'm still learning about publishing and have been studying it for decades. It's a long journey with many opportunities. Selecting the right opportunity can be challenging.
Terry, your article is a very helpful one for authors who want to write for children but need direction. I agree that an author needs to study the type of book, number of words, illustrations or no illustrations, etc. before they embark on a project. In the long run, it will save them time. There's a lot to learn. Thank you for a terrific article.
Linda, thank you for this feedback and comment. I continue to learn a great deal about publishing. As you get educated, you can gain more readers with the right target.
Sorry if this seems a bit snarky, but this “everyone” approach suggests an author or marketer who has rather narrow point of views--call them biases or lack of compassion and/or empathy. At the very least it indicates someone who hasn’t done their homework on what marketing is in which case I can see why publishers would give another author who almost certainly would be a more valuable team member their time and monetary investment. Afraid you found one of my book-promotion pet peeves, Terry.
Carolyn, thanks for this comment. I've read it several times and I'm unsure what you are saying. Do you think authors need a target reader or their book is for everyone shows they haven't selected a target? I'm contending every author needs a target reader.
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