The Reader Trap: Losing focus on the market

It is so easy to let the compliments of close friends and family blur the flaws in your book. "My daughter reviewed my book, and she's an English major. She thinks it's terrific." Sure, she does.

Don't expect people close to you to see your book with unjaundiced eyes. 
Criticism from people with nothing to lose if they point out problems is more reliable. Of course, if someone close to you passes on a suggestion, consider the risk of embarrassment the person has taken to point it out to you. The problem could be a huge one. 

Instead of just asking for criticism, try framing specific questions to ask your amateur reviewer after reading your manuscript. For example, "What do you think is the main premise of this book?" or "What are some things you might do after reading this book?" If the responses are incorrect or vague, don't correct or argue with your reader! Revise your book.

At the other extreme, doctors sometimes have a hard time explaining complex medical situations in clear English for the non-medical reader. This can be a major barrier for specialists who communicate mostly with other physicians or health care providers. They usually have a harder time trading precise and descriptive medical terms for words and phrases that an ordinary person can readily understand. 

Clear English is easier for primary care physicians to master, since they spend so many of their office hours talking to and listening to patients with no formal medical training.

You don't have to abandon all medical terms when writing a book for the lay person. Take time to explain the terms as you use them and provide a glossary in the back of your book. 

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