I have been a non-fiction editor for many years. When I’ve been asked to “take a look” at a flagging book project someone is struggling to complete, invariably the first thing I ask the author is “who do you want to read this?” Before you write a word of your next book or even a short article, think about who will actually read it. I’m amazed how few people actually consider their audience before they start writing.
In addition to creating a more useful book, if you really think about your reader, the writing process will be far easier. Visualize your reader and think about what he or she needs to know about your topic. First decide if your reader is male or female. (It doesn’t matter if both genders will read your book; it’s just easier to pick one so you can visualize him or her more easily.) Is he a beginner or quite knowledgeable on the subject? Think about what he looks like, his day to day concerns, his interests, and where he lives and works.
For example, when I started writing articles on pet care, I knew my reader because I had met her many times. As an animal shelter volunteer, I saw people who dropped off animals because of various behavior problems. Most of the problems were easily solved, but the people seemed to think it was all “too hard.” So when I write my pet care articles (and later my books Happy Hound and Happy Tabby), the reader I visualize is usually a female, kind-hearted, but busy person. She is intelligent, but doesn’t have much experience with animals. Maybe when she was growing up, her parents didn’t let her have a dog or cat. Now she wants companionship, but the dog or cat she has adopted is doing things she doesn’t understand.
Once you know who your readers are, you can put yourself in their shoes. Your writing will be more interesting to them because you are essentially writing from their point of view. If you think about your readers as you write, you tend to choose words that they understand.
My books for new pet owners don’t use long, complex $20 veterinary medical words, for example. Instead I try and use simple language that’s quick and easy to read. Using everyday language also makes your book more accessible. Instead of being a pompous tome, your book is more like a conversation with a friend who is offering advice. Of course, if my pet books were targeted toward veterinarians, I might use the $20 words. Again, you need to know thy reader.
Visualizing your reader also helps when you get “stuck” on a project. If you are struggling with a case of writer’s block and don’t know what to say next, don’t labor over 2,000 words pontificating about a topic that may or may not be relevant. When writing becomes a huge struggle, often you’ve gone off on an extraneous tangent and somewhere in your brain, you know it’s a mistake. When that happens, go back to basics. Pretend you are answering questions from your reader. Write them down. For example, in my pet books, I thought about questions people always ask like “why do cats purr?” or “what do I do when my cat doesn’t use the litterbox.” Then I simply answered them.
Whether you are working on a book, article, or even a two-line ad, the next time you are struggling to get words on the page, stop thinking about being a writer for a minute. Think about your reader instead.