My Own Real-World Example:
Using myself as an example, there are plenty of general publishing and book marketing consultants. Yet, I write nonfiction and am passionate about helping others who do the same. As I was out speaking at writers’ conferences and events, I discovered very few programs delivered value specifically for nonfiction writers.
In response, I launched the first Nonfiction Writers Conference, a 3-day online event, back in 2010. And each year following, conference attendees asked how to keep in touch when the event was over. I listened to my audience and started the Nonfiction Authors Association in 2013. These were two of the best decisions I ever made. I have also written several books specifically for nonfiction authors, been quoted in the media, speak at events on related topics, and produce lots of relevant content (like this report!). All of these activities have helped me establish expertise in nonfiction book publishing and marketing.
Answer This:
- What niche can you carve for yourself that has less competition than your broader topic?
- Is there a specific need within your genre or area of expertise that isn’t being well-served?
- Who do you enjoy serving?
- How can you make a difference and do things differently than others in your greater field?
Overcome Imposter Syndrome
Even when you narrow down and claim a smaller niche for yourself, you might struggle with feeling there are others who’ve been doing it longer, have more experience, or already own the spotlight in that space. But the truth is there is always room for new perspectives in every field. You bring your own unique ideas and opinions on your topic, and you should shine a spotlight on your perspectives.
Imposter syndrome can be a real challenge, especially when getting started. But keep in mind that NOBODY has ALL the answers, and you know more about your subject matter than your target audience does. Therefore, you have plenty of value to offer.
Dedicate yourself to staying on top of industry news and trends so you remain well-informed. Over time your confidence will grow.
Answer This:
- Do you know more about your subject matter than those in the audience you want to serve? If so, you are an expert and can work to continually grow your knowledge base.
- How can you stay on top of industry trends so that you remain informed about your industry?
Know and Serve Your Audience
Now that you have identified your niche audience, the next essential step is to understand their needs, challenges, and interests. As an expert and thought leader, your job is to SERVE your audience with content that specifically addresses their needs, challenges, and interests.
Aim to learn what their most pressing questions are so you can answer them through the books you write, your blog, podcast, social media content, and speaking topics. Everything you do with your marketing efforts should address the top concerns and challenges of the people in your target audience.
For example, if your niche is caring for aging dogs, consider the questions you’re most often asked by your audience. They are probably concerned about things like the best food for their pets, how to keep them free from pain, and how to ensure longevity. These are topics you should address in the content you create and distribute.
Answer This:
- What are the most common questions your audience asks you about your subject matter? Make a list and then start answering them with the content you create.
- What kinds of solutions can you offer to your audience?
- Hint: Google has a handy trick to identify these types of questions. See this article on how to find the top questions your audience has.
Locate Your Audience
You will need to determine how to reach your audience so that you know where and how to direct your marketing efforts. For example, if your audience commonly reads a specific industry magazine, you could contribute articles to the publication or invest in advertising there. If they listen to specific podcasts, check for guest submission guidelines and get interviewed there. The point is that you want to find where your audience spends time and meet them where they are.
Answer This:
- Where does your audience spend time? Identify the podcasts they listen to, blogs and industry publications they read, groups and associations they belong to, and social media networks they frequent. The answers will help inform your marketing strategy.
Want to connect with fellow nonfiction writers? Join the Nonfiction Authors Association tribe! Subscribing members can participate in our members-only Facebook group, plus receive many other exciting benefits.
