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A few months ago, I had a ton of Substack Notes in my feed that described writers’ target audiences. For some writers, gaining subscribers who read their publication is relatively easy. The writer is their own target audience, and the content they create immediately resonates with their followers. The writers are walking the same walk as their readers.
Others have trouble gaining an audience. There are a lot of reasons for this, but the biggest one has to do the writer-reader paradigm, which requires a perspective shift when you’re trying to connect with one or more of the four audience types.
As I need to lay the foundation for the rest of this series, today’s article is unusually long at around 3,300 words. Don’t panic. It’ll take about 16 minutes to read. Besides explaining the writer-reader paradigm, I’ll also be defining the four audience types for fiction and nonfiction today. Subsequent posts will explain how to shape content for them. I suggest you get comfy and buckle up.
The Writer-Reader Paradigm
I’m going to borrow a concept from point of view, which deals with time. In first-person point of view, the individual telling the story (narrator) and the individual living the story (main character) are the same person. But. They are two different versions of the same person. The main character experiences the story live. The narrator relays the lived experience to the reader. Between the experience and the relaying is a gap in time. It can be seconds or decades. And this gap in time is very important. It is the space in which the narrator gains perspective, insight, and revelation about their lived experience as the main character. The gap in time ultimately affects how and what the narrator talks and the language they use to communicate it all.
The writer-reader paradigm functions exactly the same way. Many new authors still working on their manuscripts often write to their readers as if those readers already know all the inside knowledge their author does. The authors use insider language that they know but their readers don’t. And they sometimes write about things in a way that makes sense to them but not to their readers.
This is a very common missed opportunity that I address when working on manuscripts. Authors always have lived experience, literal time on their side to understanding and mastering their subject, that their readers don’t. And they write from a later place in time, walking a different walk than their target readers, just like the narrator in fiction.
When you are no longer in the same position of time as your reader, you no longer have the same time-perspective as your reader. This is a good thing because it enables you to write your story or nonfiction book. But it also changes the way you write about something and the vocabulary you use. Without even realizing it, when you’ve put your pen to the page, you’re no longer communicating the same way as your target reader.
Just as importantly, the writer-reader paradigm isn’t limited only to the concept of time, where you were once your own target reader. It also applies to authors holding different (or even opposite) values to that of their readers, things like faith, parenting approaches, or any other number of topics out there you can write about. Then the differences in the way you approach your topic and the language you use are even more apparent.
When you’re writing from a different time-perspective or value-place than your reader, you will naturally look at your writing differently than they do. Your brain sees all the meaning and subtext packed into that short little explanation. But your readers don’t. When this happens, a communication misalignment results. You say one thing and your readers read something else.
For example, your faith-based romance that you set up to lead a character to Christ unintentionally reads as preachy. Or your financial planning how-to that you thought was thoroughly informative about your other services comes across as a hard sell.
The writer-reader paradigm impacts the way you approach the four audience types, as well as what they care about and why. If it’s not kept in mind, readers just won’t respond to your book in the way you hope. You end up communicating with your readers in the wrong way for them and then they don’t connect intellectually or emotionally with your hard work, leaving your hard work in the dust.
The Four Types of Audiences
Terry Burns and Linda W. Yezak identify in their book, Writing in Obedience, the four audience types to which Christian fiction authors write: the nonbeliever, the believer, the backslider, and the seeker.1 These four audiences have different motivations for reading, as well as different needs and concerns that must be met by an author looking to effectively connect with them. I’m not sure if the authors realized it at the time, but their model is equally applicable to nonfiction and general fiction as well.
We have all been these four types of readers at one point or another in our lives, and we will continue to move from one audience type to another for as long as we’re still reading. Each audience type is typically in a different time-perspective and value-place than you are as the writer and needs content structured and expressed differently.
The reason I love Burns and Yezak’s model is because it uses a subject everyone has encountered in some way—religion. The faith element more clearly illustrates what to do and what not to do, because everyone has encountered preachy Christian writing. And what goes wrong when you end up with preachy writing is also the same stuff that happens when you end up with pushy messaging or a hard sell for your other services. The authors’ model shows exactly how to present your content if you genuinely want to help a reader or encourage them to take a specific action.
Now, even though I’m using a Christian literary model and mostly Christian fiction and nonfiction book examples, you don’t have to be a Christian to use what’s taught here to learn how to effectively get your message across, break down your subject, or create awareness about your other offerings. This model resolves the exact same issues that all authors experience when they want to get something really specific across to their audience.
For each audience type, I’ll explain Burns and Yezak’s Christian fiction audience description and then include an adapted version for a nonfiction audience. (I use mostly Christian nonfiction examples, but the way they’re discussed demonstrates the model’s principles in a general nonfiction sense.) I’ve also heavily expanded and lengthened each audience’s discussion (both their definitions and how to shape content) to include other considerations from an editorial perspective as well. These two descriptions, along with the examples I include, are straightforward enough that you’ll be able to adapt what you learn for a general fiction or Christian nonfiction audience.
The Nonbeliever Audience Type
Authors writing to the nonbeliever audience type have to surpass the widest time-perspective and value-place gaps in the writer-reader paradigm. This group is in the precontemplation stage of the stages of change model, where they are either oblivious to their real need or problem or they believe the need or problem isn’t worth the fuss everyone else makes it out to be.2
So while you can clearly see their needs and problems, as well as how to solve them, nonbeliever readers aren’t interested in what you have to say (X). What these readers want—escapism, entertainment, or information about Y—is on an entirely different plane of existence to what you want to talk to them about. And they don’t care that you have years of knowledge and insight about the real needs (X) they have.
For Christian fiction authors, the nonbeliever audience type can be an atheist or someone with a complete lack of knowledge about God or anything spiritual. Nonbeliever readers don’t want to hear about the Lord or they think Christianity is nonsense (Why didn’t Jesus save Himself? Born again?!?).
These readers want an entertaining read (Y) and don’t appreciate novels that contain preachy or bait-and-switch tactics (just like everyone else). So when faith content (X) is handled improperly or certain genre and content conventions are missing, they’ll toss a book to the side. Sometimes this is out of anger (and understandably so), but most often it’s because of the uncomfortable feeling they get from the Holy Spirit’s conviction. Religion is a non-starter for this reader type and they don’t talk about it with anyone, much less think about it. Since they have no support system to help them understand what they’re experiencing (conviction) and why, nonbeliever readers won’t have anything more to do with the book because they want the unsettled feeling inside them to stop.
For nonfiction authors, the nonbeliever audience type is a little different. These readers are staunch believers in the opposite (Y) of what you believe (X) about a specific topic, whether that’s money management, homesteading practices, or politics. They won’t entertain anything you have to say about the matter (assuming you’re writing with kindness and reason) and can come across as closed- or narrow-minded, believing that what they know or have is sufficient even though it clearly doesn’t work or negatively impacts those around them.
If you’re writing a brand book to grow your business, nonbeliever readers are interested in the content (Y) of your book only—what you teach in it—but that’s where their interest stops. Upsells or cross-sells (X) don’t resonate with them simply because your book’s content sufficiently aligns with their current needs and capabilities, and further support, such as your coaching program or courses, is unnecessary for them at the time-perspective and value-place they’re in.
The Believer Audience Type
Readers defined as the believer audience type are looking for “instruction, encouragement, and edification.”1 An understanding already exists between the believer audience type and the author in the writer-reader paradigm. These readers are aware of X and simply want to learn and develop their knowledge or skill about it, placing them in the preparation, action, and maintenance stages of the stages of change model.
This group is the easiest to understand and write for because their frame of mind is aligned with your frame of mind and their values are the same as yours, but the depth and breadth of the development of those values is likely different compared to yours. This means the believer audience type comes in a variety of “experience” levels. There are new believers and there are veteran believers. The approach to how and when you present your faith or teaching content is the same for all experience levels, but the depth and complexity you use will vary, so it’s still important to keep the writer-reader paradigm in mind to prevent a communication misalignment.
For Christian fiction authors, the believer audience type believes in God. These readers must be committed followers of God (more on this in a moment) and are interested in growing their relationship with the Lord. They want to read about characters living out their faith, navigating uncertainty and trials, and growing closer to God in every way. Seeing characters hold fast to God during the good times and the bad times gives these readers tools and encouragement to stay committed.
Because believers come in a variety of experience levels, we also have “light” Christian fiction, where spending time with God is shown in a limited manner, and “advanced” Christian fiction, where characters converse with God, see angels, and experience miracles all right on the page.
For nonfiction authors, the believer audience type is basically the same as for Christian fiction authors. These readers already agree with your viewpoint about X and they want to apply that knowledge to their own lives. This is the main audience type to whom an author teaches or educates. So whether you’re writing a motivational wellness book or one on DIY home improvement, this reader type is already engaged and waiting to see how you will equip them with what they want to know.
The Backslider Audience Type
A combination of the nonbeliever and believer audience types, readers defined as the backslider audience type are looking for entertainment or information about Y, just like the nonbeliever group. The backslider reader type went from one position (Y) to a new belief or practice (X) and then struggled to keep at it for any number of reasons, ultimately losing their way and going back to their original state (Y).
These readers are in the relapse, precontemplation, and contemplation stages of the stages of change model. And in terms of the writer-reader paradigm, they’re at the halfway point between the nonbeliever’s and believer’s time-perspective and value-place positions.
Special care must be taken when writing for this group of readers. They are knowledgeable about X. They still believe in X. But they have internal or physical barriers holding them back from returning to actively walking out their new beliefs or practices (X). They’re basically stuck, have become numb, or are in denial about where they’re at. They need someone to give them a helping hand.
For Christian fiction authors, the backslider audience type consists of readers who were once committed followers of God but slowly reverted back to the ways of the world through trials, temptations, and pressures. They still believe in God (X) but are not practicing followers. They are essentially Christian in name only. Some have grown lukewarm (Y). Others have active misbeliefs due to bad experiences with other believers that they’ve never released (Y).
Whatever their reason for backsliding, these readers prefer escapism and a comfortable read compared to a novel with faith content. However, because they still consider themselves Christians, they won’t have a strong adverse reaction to encountering Christianity in a novel, like nonbelievers would.
For nonfiction authors, the backslider audience type has lost the wind in their sails. They still agree with you about X (e.g., boundaries or green practices), but shifting priorities, responsibilities, and social pressures (Y) have led to the flame inside of them being snuffed out. They want to get back to where they used to be (personally or as change makers) and know they need to change. But overwhelm, unresolved wounds, and defeat hold them back. These readers want to read something that supports them and rekindles the flame, reminding them of what they’re about and how to go about it.
The Seeker Audience Type
Burns and Yezak identify the first type of seeker audience type described below, but there are actually two types. Both seeker types need the same framework for content being presented to them, but their motivations for reading are different.
The first type of seeker readers are looking to satisfy an incommunicable longing inside of them. It’s a void, an unquenchable thirst for more. These readers sometimes start out unaware of X—they are, after all, searching—but by the time they pick up your book, they have a preliminary awareness of X. Others are already aware of X but are unconvinced X is the solution. While often in the contemplation and preparation stages, these readers can also be in the action and maintenance stages of change as they try X on for size.
For Christian fiction authors, this seeker audience type is looking to fill that unnameable void inside them. “They have, to a certain extent, accepted that there’s more to life than the temporal,” but because of their failed past searches, they need considerable proof God is the solution that will complete them.1 These readers are drawn to novels that explore hard or challenging topics from a Christian worldview.
For nonfiction authors, this first type of seeker is struggling to get a complete picture about X. They read this book, and that book, and then another book to find the information they need. And then they experience frustration because all these books on the same subject leave out key critical information that they only become aware of after it’s too late. This leads them to develop a shrewdness in their search for authors willing to take the time to unpack difficult questions or complicated subjects.
The second type of seekers comes from the believer audience type. These readers are already convinced X is the solution. They read for more than just edification and instruction because they just need more. They need to understand the inner workings of X (out of necessity or genuine interest) and are tired of information being inaccessible or withheld. They want knowledge, understanding, and wonder and awe 2.0.
For Christian fiction authors, these are believers who often pick up biblical fiction, which realistically imagines the lives of historical biblical figures. They’re also drawn to Christian fiction intended for the first type of seekers, as these books often expose them to new perspectives.
For nonfiction authors, these are highly motivated readers aiming to crack the code on a subject (e.g., color theory in art, bodybuilding, or leadership). They ultimately become experts on the subject to equip themselves or provide for their family.
The difference between this second type of seeker reader and “advanced” believer readers is their motivation for reading. Advanced believer readers gain their knowledge through experience over time. While certainly motivated regarding their area of interest, they do not have the accelerated drive this second type of seeker reader has, who hungrily search for what they need.
Regardless of whether seeker readers are defined as either the first or second type of seeker, the entire seeker audience type is ultimately drawn to fiction and nonfiction that reflects the painstaking care of logic and depth that unfolds questions they are struggling to answer or may even be unable to articulate. “They want to know if you understand what they’re searching for and if you have the answer.”1
In some ways, these readers are simultaneously in the same value-place and in a wholly different value-place than where the author is at. For authors who write for the seeker audience type are often seekers themselves, with this unquenchable need to share insight and revelation into all sorts of mysteries and complexities.
Earning the Right to Be Heard
Whatever resonates with one of these four audiences will very well come across as out of touch, too basic, or even outright pushy for another audience type. We all know what these forms of writing look like as a reader.
This means you, as an author, must earn the right to be heard if you want to effectively reach one or more of the four types of readers. Your writing needs to demonstrate you get where your readers are coming from—the time-perspective they have and the value-place they are in. That you respect their wants, needs, and concerns.
While there are nods to marketing, argumentation, storytelling, and persuasion in this series, we’ll be focusing on the whole picture that those limited forms of writing can only partly address. Master the foundational principles we’ll cover in this series and you’ll be able to write to the nonbeliever, believer, backslider, or seeker audience types with ease.
Next week’s article will explain how to present content to the nonbeliever audience type. Stay tuned and may your writing be blessed!
References
1. Burns, Terry, and Linda W. Yezak. 2014. Writing in Obedience – A Primer for Christian Fiction Writers. Lighthouse Publishing of the Carolinas.
2. Cherry, Kendra. 2024. “The 6 Stages of Behavior Change.” Verywell Mind. July 1, 2024. https://www.verywellmind.com/the-stages-of-change-2794868.