Searching for Bigfoot

Questions about audience rarely arise in the dissertation or thesis development process. When they do, I explain to students that they are writing first and foremost for the committee, subject area experts all, and for other scholars within the discipline. This is a highly select group, the narrowest of audiences. 

When students begin to think “book” the question of audience becomes trickier. Then they are seeking a general reader far more numerous than their specialist colleagues—while producing a work that retains the respect of their specialist colleagues. This is a narrow and treacherous path. 

The ‘general reader,’ as Stephen Pyne points out, “may be the Bigfoot of contemporary publishing—always sought, never seen” because the market for books is both expanding and fragmenting.” 

There are, to be sure, more readers of books: the market is expanding. But defining who your reader is has never been more difficult. That’s why a key section of any substantive book proposal is “Audience for the book,” which should really be titled “Audiences for the book.” (I’ll get to that in moment.)

The naïve and exuberant author frequently has rather grandiose claims about the audience. The claims go something like this: “Everyone who was an athlete in high school will read my book.” Or “All mothers who have felt flummoxed by their teenagers will read my book.” Or “Anyone who survived a life-threatening illness will read my book.”  Well. No. They won’t. 

One of the quickest ways to have your book proposal shot down by an acquisitions editor is to fumble the audience description. Many books categorized as serious nonfiction have more than one audience. Each audience is distinctive—and they can overlap.  The tough question authors must face is Who cares? Or, rather, Who will care? 

For newly-minted Ph.D.s, this is a bracing question. Frankly, when you’re on the emotional high of completing the dissertation or thesis, it can feel awful. But it must be asked. 

The answer is often found by imaging the kinds of serious nonfiction books like yours. Look to the bestselling competition, but not just with subject area comparisons in mind. Look for language like yours. What words did the authors use that appealed to the reader? What deeper values does the prose rest upon? What worldview does it express? Because, ultimately, at the heart of a good book is the heartfelt relationship between author and reader. 

Trailing after Bigfoot is a delicate endeavor, an expression of faith that he, just like your reader, does indeed exist.

Photo of alleged Yeti footprint taken by Eric Shipton, Mount Everest, 1951