Trade Reach for Relevance: Why the Right Readers Matter More Than a Bigger Audience

Trade Reach for Relevance: Why the Right Readers Matter More Than a Bigger Audience 

When it comes to promoting a book, it's easy to believe that bigger is always better.

More followers. More podcast downloads. More media appearances. Bigger platforms.

But according to Nick Hutchison, founder and CEO of BookThinkers, there's a more important metric authors should be paying attention to:

Resonance.

During a recent live Q&A for the Summer Cohort of Your Bestselling Book, Nick shared a powerful idea that I deeply agree with after three decades in the publishing industry:

Resonance is far more important than reach.

Reach Isn't the Same as Relevance

Reach means big audiences, big platforms, and big numbers.

It can be tempting to chase the largest possible audience because we assume more exposure will automatically lead to more book sales.

But a large audience doesn't necessarily mean the right audience.

You could appear on a major television show or podcast and reach hundreds of thousands of people, but if those people aren't your ideal readers, the exposure may do very little for your book.

I've seen this happen with authors who secured impressive media appearances but didn't see the book sales they expected.

Sometimes, reaching 2,000 of exactly the right people can be more valuable than reaching 200,000 people who aren't your audience.

So What Is Resonance?

Resonance is about relevance.

Instead of asking:

"How many people can I reach?"

Ask:

"Who actually needs to hear this message?"

Your ideal readers are the people who care about your topic, recognize the problem you're addressing, and can see themselves benefiting from your solution.

That's where your marketing should begin.

Find Your Readers Where They Already Gather

Nick's approach with BookThinkers is to help authors find smaller, niche podcasts where the audience closely matches the author's target reader.

Think about the difference.

A 40-minute conversation on a smaller podcast can give you time to:

• Tell your story
• Discuss your reader's core problem
• Share useful insights
• Explain your solution
• Build trust
• Introduce your book naturally

That's very different from appearing in front of a massive audience that may have little connection to what you're offering.

Small and resonant can beat big and random every time.

Don't Underestimate Vulnerability

Nick also talked about another important part of building resonance: vulnerability.

He shared the story of a former CEO who had experienced an unimaginable personal loss. Rather than relying on polished talking points or carefully controlled vulnerability, this author openly shared the reality of his experience.

That honesty created trust with his audience and ultimately contributed to significant book sales.

As Nick put it:

"Your lived experience is the one thing the robots can't counterfeit."

That's an important reminder for authors.

You don't need to sound perfect.

Your experiences, perspective, stories, and lessons are part of what makes your message uniquely yours.

Your Advantage Isn't Having the Biggest Audience

This is great news if you haven't spent years building a massive following.

You don't need everyone.

You need the right people.

When you stop trying to appeal to everyone and instead focus on your ideal reader, your marketing becomes more focused, more personal, and more relevant.

Relevance compounds. Reach evaporates.

Before spending thousands of dollars trying to get your book in front of the biggest possible audience, take a step back.

Ask yourself:

Who is the one reader my book is truly for?

Then ask:

Where does that person already listen, learn, and spend time?

That's where I'd start.

Tip of the Week: Trade Reach for Relevance

1. Define your ideal reader.

Write a one-sentence portrait of your ideal reader. Include their age, biggest pain point, and what they most want out of life.

2. Define your book's transformation.

How does your book help this person? What transformation are you promising them?

3. Find five places where they gather.

Look for podcasts, newsletters, online communities, events, or other spaces where your ideal reader already spends time.

4. Choose one.

Don't try to pursue everything at once. Pick the most relevant opportunity and reach out.

5. Be yourself.

When you get the opportunity to speak, don't be afraid to share the experiences that make your story uniquely yours.

Afterward, ask yourself:

Was I authentic?

Did I connect with the audience?

Did I make my message relevant to the people listening?

Quote of the Week

"Resonance sells books. Reach does not."

Nick Hutchison, BookThinkers

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