Most independent authors produce and publish a book on a topic that is meaningful or important to them. The same is true for publishers. Many publish books by authors that have a platform to sell the books. However, one publishing strategy that some experts recommend is to find out what types of books people are interested in reading and then publish books for those needs. In utilizing this strategy, authors and publishers are assured of a built in audience for their books.
Recently, the National Association of Evangelicals (NAE) surveyed evangelical leaders about what topics they would like to see published in the next two years. In case you do not know, the NAE is a fellowship of member denominations, churches, and organizations. The organization’s goal is to “make denominations strong and effective, influence society for justice and righteousness, and gather the many voices of evangelicals together to be more effective for Jesus Christ and his cause.”
The evangelical leaders surveyed by the NAE included representatives from a broad array of evangelical organizations including churches, missions, and universities. These leaders listed interested in reading books on the following topics:
- Social Action
- Biblical Living in a Pluralistic Society
- Multi-Ethnic Ministry
This survey shows that there is an audience seeking to read books on these subjects. This is good news, especially if you already have a book on this subject. If you have a book matching one of these topics, you can widen your marketing reach to include evangelical church and mission leaders. If you are looking for a subject, or you write books for church leaders, consider penning and publishing a book on one of these subjects.
However, before you charge ahead, let me provide one word of caution. Why would a church leader read a book you have penned or published? What authority do you have to speak on the subject? Are you a known Christian scholar or author? If you do not have specific qualifications that church leaders respect, your marketing may be for naught.
Enter endorsements. If you are serious about marketing a book to evangelical leaders, you are best served to acquire at least one endorsement by a church leader that carries some clout. Otherwise, church leaders may not think twice about reading your book.
Yes, church leaders want to read books on these subjects, but, remember, they want to read books by thoughtful, educated authors they can trust. Having an endorsement by a respected church leader opens the door for your book to be presented with confidence to evangelical leaders seeking more information on your subject matter.
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