Bestseller lists can be deceptive. When a book is popular, it gives the impression that it was written for the masses. After all, if thousands or even millions of people love a book, it must have been written for them, correct?  

Well, no. A book is a conversation between an author and an individual reader. It’s not a conversation between an author and a large group of people. 

That’s why we must write with one single reader in mind. That’s what writing coaches mean when they talk about your “avatar,” which is a profile of your ideal reader. 

When you write, keep this person in mind. You are writing for them individually. You aren’t writing for the masses. But the irony of this approach is that if you write for one person, many people will resonate with your writing. 

Business leader Matt McWilliams put it this way: “You don’t have to be the best, just someone’s favorite.” As long as you are writing for that person and trying to entertain them or solve their problems, you will be their favorite author and probably many others’ favorite, as well.