Balancing your expertise with the needs of the reader means you will craft a book that truly resonates
A foundational step in the book-writing journey: getting clear on your core idea and making sure your message is spot-on. It’s one of the most crucial steps, yet one of the easiest to overlook.
The Importance of Getting Your Core Message Right
It’s easy to jump into writing with enthusiasm, but many aspiring authors make a critical mistake: writing the wrong book. And by “wrong,” I mean creating something that readers simply don’t want, either because the topic misses the mark or because it’s been poorly researched. Let’s explore how to avoid that misstep.
Finding Your Sweet Spot: Where Expertise Meets Audience Demand
The first step is finding the intersection between your expertise and what readers actually want. This “sweet spot” is where you’ll craft a book that speaks directly to your target audience. Here’s how to do it:
- Define Your Unique Expertise What topics could you talk about for hours? What’s your area of deep knowledge or unique insight? Your book should reflect your authentic expertise, so start by getting clear on what makes you the best person to write about this topic.
- Understand Your Audience’s Needs Once you’re clear on your expertise, it’s time to connect with your audience’s desires, challenges, and questions. What issues keep them up at night? What are they curious about? If you don’t understand your audience’s real needs, your book might fall flat, even if it’s well-written.
- Identify the Intersection With a solid understanding of both your expertise and your audience’s needs, the next step is identifying where they overlap. This “sweet spot” is where you’ll find your book’s true purpose. Your goal is to deliver value by solving the problems that your readers recognise and care about.
Why Your Topic Matters Right Now
You also need to ask yourself why your topic is relevant today. What makes your perspective fresh or timely? Understand that most topics have already been covered—often by multiple authors. So, how will your book stand out?
For example, the CEO of Simon & Schuster once told me, “The world needs another leadership book like it needs another Saddam Hussein.” That was his way of saying, “Don’t just offer the same tired message.” If you want to write on a common theme, like leadership, make sure your approach is unique and necessary in the current market.
Research, Research, Research
Doing your homework is key. Find out what other books are available on your topic. Read them, analyse their approach, and identify what’s missing. This research will help you pinpoint how to make your book distinctive. If you’re not aware of the existing landscape, you’re essentially writing in the dark.
Testing Your Idea
Once you have your idea, run it by people who represent your target audience. Avoid feedback from those who can’t step into your audience’s shoes. For instance, if you’re writing for small business owners, don’t ask a corporate CEO for their opinion—it often won’t be relevant.
Summary: Steps to a Solid Book Idea
In a nutshell, here’s how to get your book’s core idea right:
- Identify Your Passion and Expertise: What topic can you tackle with authority and enthusiasm?
- Understand Your Audience: What are the pain points, challenges, or aspirations of your target readers?
- Find the Intersection: Combine your expertise with the audience’s needs.
- Research Other Books: Know what’s already out there and how you’ll differentiate.
- Discuss Your Idea: Talk to real readers, share on social media, and refine based on feedback.
Don’t worry about someone “stealing” your idea—just focus on doing the work upfront. By taking these steps, you’ll craft a clearer, more impactful message that resonates with your readers.
So, folks, find that sweet spot, test it, and do your homework. This prep work will make all the difference in writing a book that truly hits home.
