Do you know what readers read?
When you say you’re a writer, people most often think “of books”. But book writing is only one form of profitable writing. Books are only one way to reach your audience. And not always the most profitable way.
Private, financial newsletters are some of the highest priced written materials out there. The publishers can charge $1000’s of dollars per year, per subscriber because the information they provide is perceived to offer the subscriber benefits greater than the subscription cost. One great stock tip could earn you millions, so it’s easy to justify the cost.
But that’s a specialized arena I don’t play in. Maybe you don’t either. But there are still plenty of things you and I could write that people want to read and pay for.
Here are some examples. As you read each one, consider how you could use that particular media format to reach out to your audience. This brainstorming session may surprise you.
Here’s what people read, in no particular order of importance, and certainly not including everything:
News, not always gory, depressing everyday news, but people always want to know “What’s New”.
Free, if there is something for free, we want to know about it. We will always read whatever comes after “free”, then decide if it is for us or not. We hate to miss out.
Scandal. Gossip. Did you hear what happened to so-and-so? There is a reason tabloid papers appear at the supermarket checkouts each week. If you ask someone if they read these “rags” they will probably deny it, but they wouldn’t keep selling them if no one was buying. Admit it, you almost can’t resist at least reading the headlines on the front page.
Secrets. “The Secret to…”. Add your specialty here. We all want to know something few others know. We want the edge and we don’t want to be left out if someone knows something we don’t yet.
Personal letters. When was the last time you got a love letter? How about a personal note from a friend. Could you ever not open a letter that came in a regular, letter sized envelope with your name carefully penned by hand, and a real stamp up in the corner? We get too much email, junk mail, but don’t get enough personal mail anymore. Who should you write to today?
Birthday cards. Once a year we have a special day. Our day. When the postman delivers that colorful, card-sized envelope near our birthday we are going to open and read that card. To us. On our special day. It’s about me. And somebody remembers me. On my birthday. Always gets read.
Tips and tricks. These are like secrets but with the added implication that they will help me be, or do something, better or faster.
How to. Very similar to tips and tricks, again with the implication that I can improve, be better. Some of the best selling, evergreen titles are “How To…” Every single issue of Men’s Health magazine features some article on How To Get Better Abs. I suspect people read this.
Emails from people we know, like and trust. 100’s of emails flood my inbox everyday. Within seconds I can delete 90% of what comes in at a glance. I don’t know them. I don’t like them. It looks like a scam. Delete, delete, delete. But there are some I always save to read. Maybe not read today, right now, but I like these people and I want to hear what they have to say. How can you be the one who gets saved? Are you writing to help me? Amuse me? Thank you. I’ll read that. Even if you email me every single day.
Topical Newsletters. Anything on my hobbies or business interests. Could be one page. Maybe front and back. Maybe it’s 20 pages of stories, articles, tips and tricks on some topic that interests me. I prefer the old-school paper and ink variety I can take anywhere, read short bits and come back to. Electronic versions are OK too, but I must admit I forget to read these more often and I can never find them later. I look forward to monthly issues that the postman delivers. Imagine, I’m thinking about you all month, waiting for you to send me something to help. Offer me a product that might help me do better. Tell me about something new and improved. Constant, top-of-the-mind status. A lot of salesmen and companies would like that, huh? Most are too lazy to do it.
Printed Books. Despite all the hype over electronic publishing, ebooks, people still buy and read printed hardcover and paperback books by the authors we like and on the subjects we like.
Instructions. No wait. people don’t like to read instructions. I threw that one in just for contrast. How do you write? Do you write like boring instructions, do this, do that, no personality, no fun? See the contrast?
If you want people to read what you write, write what they want to read.
Writing a book is just one way to reach readers. But there is a lot to be said for the profit in writing shorter material on a regular basis. Consider all options.
Consider also, that your all your short bits written today can be combined later into one comprehensive big bit. Roll all your articles, tips, tricks, secrets, stories into one book later. A compilation is an easy way to get your book done fast.
The important thing is to start writing. Let me know how I can help you get started.
by Bob Schwarztrauber
