Start Here: The 4 Elements of Strong Positioning
So you want to write a book? You may be wondering where in the world to begin. Before outlining, before writing the first draft, Jenn and I always recommend starting with positioning.
But what the heck is positioning?
Well, it’s basically publishing jargon for “what is this book?” Positioning is your book's identity, the who, what, how, and why. Strong positioning answers these questions:
Who is your audience and reader?
What does your book offer them (inspiration, education, instruction, or entertainment)?
How does your book provide a unique framework, story, or perspective? And why are you the right person to take them on this journey?
Why do we need this book now?
Let’s Talk About Your Reader for a Minute…
There are two mistakes authors often make when it comes to positioning. One of them is going too broad instead of narrowing in on a topic. When we ask authors, “Who is this book for?”, they often answer, “Everyone!” It's tempting to think that speaking to everyone is the way to reach the most readers and sell the most books. But the truth is actually kind of the opposite. When you’re trying to appeal to everyone, you actually fail to connect deeply with anyone. A brilliant mentor and editor once said it’s like having one bow and arrow and trying to hit every target; you will ultimately hit none. So hone in on a specific reader and get to know them. Think about what other books they like to read, where they shop, and what they do in their free time. What does this specific reader want the most?
What Does Your Book Offer This Reader?
The second mistake people often make when it comes to positioning is they don’t focus enough on what’s in it for said reader. By this I mean, what need does it meet? Sometimes this is expressed as the “problem” the book solves or the “promise” your book offers. Will your book be providing entertainment, inspiration, education, or instruction? You need to be able to zoom out to see how someone completely unfamiliar with your stories, your work, and your writing will come to your book. Look around at your own bookshelves and consider why you bought each of those books. What purpose did they serve for you? Did reading Tina Fey’s Bossy Pants make you laugh? Did reading books like Atomic Habits or Mindset teach you practical tools to improve your life? Did memoirs like Jeannette Walls’ The Glass Castle engage you with a remarkable story and give you a new perspective?
How Does Your Book Deliver On This Promise?
Creating strong positioning is not just what you are offering your reader, but how you are offering it. Maybe you have your own unique methodology or important research on a timeless topic. While we in the publishing world love groundbreaking research and personal frameworks, remember that expertise comes in many different forms. Your unique experiences and voice are also a way to deliver on this promise. Take mega-bestseller Gretchen Rubin’s The Happiness Project, where she takes readers on a year-long journey as she attempts to discover what leads to true contentment. Sure, it’s filled with philosophy and other practical information, but it’s also powerful because of her real-world experience and her warm, relatable voice.
Why Do We Need Your Book Now?
Someday, when you are interviewing with a publisher, the question “Why now?” will inevitably come up. This is asking you to consider why readers need your book now more than ever. The answer can tell you a lot about the messaging you need to include in your positioning. Will your reader pick up your book and feel compelled to start reading immediately—or will they put it off and walk away?
Ultimately, whenever in doubt, keep coming back to your reader.
The Elevator Pitch Exercise
Alright, they call it an elevator pitch for a reason. Put on some of that classical piano music and pretend we have a quick elevator ride with Oprah or Adam Grant (to pitch his Next Big Idea Book Club, of course), or whoever your dream book-endorser would be. How would you describe your book in one sentence? How would you fit the who, what, how, and why into that sentence? What would make it a must-read? Take a few minutes to explore what you would say and write it down. You now have the first draft of your positioning statement.
Feeling Lost? That’s Okay, Begin Anyway
Sometimes we have a very clear picture of the book we want to write in our heads. Other times, we need to begin writing for the book to reveal itself to us. What this means is that you may think you are writing a book about happiness, loss, etc., but really, it is far more nuanced, interesting, and varied than any of those one-word explanations can describe. Beginning to put pen to paper can also help you find what I call “the well,” where the passion that drives your writing comes from. Writing a book is a long and winding road; you want to find a topic that keeps you fueled and inspired.
Don’t let positioning your book perfectly keep you from getting started, but as you begin to delve into your writing process, it’s important to start thinking and making decisions around positioning early on. If you get too far down the road with your book without this compass to guide you, you may struggle to get an agent or publisher and end up needing a significant rewrite. If you feel stuck, this is a great time to bring in support from experts in the field—AKA your publishing copilots! Our office door is always open to you (except weekends, nights, Halloween, Taco Tuesday happy hours, and during any Love Is Blind finales).
