October 2022
THE FALLACY OF DEMOGRAPHICS or Do You Know Who Your Reader Is?
In this month's newsletter, we tackle one of our favorite subjects: understanding your readers.
All too often, when we ask an author to tell us about his or her book, they describe their unique solution to a tricky problem, or their journey to reach an amazing discovery. They tell us how they became an expert in a particular topic, and then demonstrate their expertise with an in-depth explanation of the subject matter.
That's important material, but it skips an important step. In our view, a great book – and a successful book – starts with the reader.
When I was at Regnery Publishing (this is Marji), we held a monthly Acquisitions Meeting to review proposals and discuss potential projects. Occasionally, we would invite an author to our meeting so they could pitch their book.
My first question was often blunt: "Who is this for and why do they care?" If the author didn't have a good answer, the meeting was quite short!
You see, your book exists because there is someone who needs and wants your help – but your book will not succeed if you can't articulate who they are.
Frankly, this is where we see so many authors, including experienced authors, fall short. We call it "the fallacy of demographics."
I was on the phone with an author recently, and he was telling me about a new book he was working on. It sounded interesting. The author was a very successful investment banker and something of a political pundit. Trying to get my arms around the project, I asked "so, who is the target reader?"
"Oh, well. I'd say male, 30 - 65 years old, college educated, upper income..."
Sound the buzzer. This description tells me nothing.
From the author's description, the reader could be a doctor working 80 hours a week at a hospital in Chicago, a fly fisherman who owns a bait and tackle shop in Maine, or a stay-at-home dad writing a great American novel while his wife runs a hedge fund in London.
Is it likely they have the same needs, desires, interests? Probably not.
But marketing to readers as if they are just part of a population census is like casting a net in the ocean and hoping the fish you are trying to catch (swordfish, shrimp, and sardines) all happen to be swimming there at the same time.
This is the fallacy of demographics. It sounds like an answer, but it tells you nothing of value – not for book targeting, anyway.
Our advice? Don't waste your time on general statistics and census data. These are dry, lifeless data points.
Instead, focus on psychographics (which means classifying people according to their attitudes, aspirations, and other psychological criteria). This is the true flesh and blood of your reader.
Ask these questions: What are they worried about? What keeps them up at night? What are they frustrated over? What is their fondest dream? What is the one thing they would change about their life if they could? What is their biggest obstacle to success?
The answers to these questions will drive them to buy a book, to hire a coach, to take a course, to invest in a training program. In other words, to seek out your help.
Whether you are starting a new book or pitching your current book, identifying your target market is essential. And when you dump the demographics and focus on the psychographics, your reader will truly come to life.
Our best to you,
Marji and Karen
