Many best-selling authors pick their topic or angle specifically because they know it will be of interest to their audience. The pairing of those two strategies – targeting an audience and delivering a unique message to them – is what sells books. As one author said, “We wrote the book for a specific market giving them information we knew they needed.”
In the marketing world, this is called positioning – understanding your audience and explaining why your book is uniquely suited to their interests. You might also think of it as “finding your niche.” Once you’ve found your niche, you’ll have a clear, easily articulated understanding of what your book is about, who it’s for, and how it fits into the existing body of published books within your domain.
Here’s an analogy for you. Entrepreneurs are often challenged to come up with an elevator pitch for their business – it’s a short, interesting way to explain what value their business offers to the world in the time you’d have in the elevator with them. It has to be concise and informative while driving the person you’re speaking with to take action. For you as an author, the elevator pitch for your book may sound a lot different from that of a start-up, but it still affords you the benefit of successfully positioning your book to your audience.
Meg Crawford writes for the Lulu Blog – Archived