Writing & Marketing of Your Non-Fiction Book

A non-fiction book doesn’t start with day one of writing — it starts with clarifying the impact you want to create and defining exactly whom you’re writing for. When you know your “why, who, whom, and how,” you’ll automatically write a more impactful and successful book.

Step 1: Why?

The most important question is the one we ask ourselves the least: Why should your book exist at all? Maybe you want to make your expertise visible, win new customers or bring a topic close to your heart into the world. Maybe your book is also a step towards more reach or the starting point for a new professional chapter. Whatever it is: Be clear.

Exercise: Write down what you want your book to do for you – specifically. What do you want to see three days after publication? How do you want to feel — and how should others perceive you? What should be visible after three weeks: first sales, positive reviews, feedback from your network? And what’s your three-month target — broader reach, a stronger expert profile, maybe even partnership requests? Finally: What do you want your book to have achieved for you in three years? This exercise gives you a clear strategic direction — one you won’t lose sight of as you write.

Step 2: Who?

The next step is all about you and your expertise. What can you explain exceptionally well? Which experiences do you bring to the table that truly help others progress? Be honest about where your real expertise lies and what sets you apart — your stories, your approach, or your unique perspective. All of this shapes a book that’s distinctive and unmistakably yours.

Step 3: Whom?

The most crucial question at this stage is: Who are you writing for? Who are your readers? Your target audience is almost never “everyone.” It’s typically a clearly defined group with a shared need, challenge, or objective. You can identify them by looking at related books — ideally on Amazon or Google. Read the reviews and observe how readers communicate: Are they factual, emotional, enthusiastic, or critical? Their language gives you strong cues about the tonality they expect.

Also scan blogs, social media channels, and forums where people engage with your topic. This shows you what drives them, which questions they struggle with, and which pain points keep coming up.

Ask yourself: Who can you help most effectively? That group is often the ideal audience for your book.

What is your target group really interested in? Create a persona for yourself – i.e. a fictitious main reader to whom you speak internally again and again as you write. This person has certain interests, a typical way of expressing himself, concrete expectations and maybe even fears or hurdles. You can get this information from reviews, community posts and surveys or direct conversations.

What characteristics do your readers have? Think about how old your target group is, what their professional background is and what their level of education is. This information will help you tremendously, not only in writing, but also in marketing later on.

What problems does your book solve? That’s the core of your non-fiction book. Your readers get up in the morning with certain worries or goals – and in the evening they often fall asleep again with exactly the same thoughts. Find these daily questions and challenges by taking surveys or by intensively empathizing with the world of your target group. The more precisely you know what moves them, the more specifically you can help them.

What do your readers expect — and what do they absolutely not expect? Your book should address your readers’ key expectations without promising anything you can’t (or don’t want to) deliver. Once you know which content is essential and which areas you should avoid, you can align your book far more precisely with your target audience’s needs.

How do you stand out from other books? Take a close look at reviews of related books. If readers say, “I was missing X,” that’s your opportunity to deliver exactly that. Your edge: your experiences, examples, and stories don’t exist anywhere else. They’re your USP — and the reason your book will stand out.

Step 4: How?

Once you’re clear on what you want to say and who needs to hear it, it’s time to operationalize. You can write the book entirely on your own — or bring in a writing coach to help structure, challenge, and motivate you. Some authors partner with a ghostwriter if they prefer to invest their time in their business rather than in the writing process. And if you’re planning an audiobook, consider recording it yourself — it creates a uniquely personal connection with your audience.

There are many ways. The only important thing is that you choose the one that suits you.

What is the best way to reach your target group? Once you know who you’re talking to, you can make specific decisions about where to find them. Maybe your target group is on social media, active in specialist groups, listens to podcasts or is particularly receptive to newsletters. Or the best way to reach them is through guest posts, interviews or lectures. Don’t try to be everywhere – but where it’s really relevant to your target audience.

Conclusion: Clarity is the key to an effective non-fiction book

Once you’ve defined your why, who, what, and how, the writing becomes significantly easier. Your book gains a clear voice, hits the right audience, and delivers precisely the impact you’re aiming for.

If you’d like to review your manuscript against all these criteria, we’ve created a practical resource for you: Checklist: Your Non-Fiction Book With a System.