Decades ago (yes, I’m old, what of it?), I met with a dynamic African American writer in Columbus, Ohio. He was informed and fired up about how few African American boys and young men were readers. “They don’t read,” he said. “They don’t like to read. They don’t want to read. So, I want to write a book for them—”

I stopped him. Politely, I hope. I said something like, “I love your passion, but you can’t write a book for someone who is uninterested in reading.” It brought him up short and, I hope, refocused his efforts along more effective lines.

Years later, I met a passionate young woman, clearly gifted in evangelism, at a writers conference. “My burden,” she said, “is for people in my generation who don’t know they need Jesus. So, I want to write a book for them—”

I did it again. I stopped her, saying something like, “I love your passion, but if they don’t know they need Jesus, why would they pick up, buy, or read a book telling them they need Jesus?”

I also once met a gifted writer who was a widow. She planned a book, full of practical, sensitive wisdom for readers who were very recently widowed, specifically for the first six months after their loss. But then I said, “I love your passion, but what did you read in the first six months after losing your husband?” She answered quickly. “Oh, I couldn’t read anything. I couldn’t focus—”

This time she stopped herself. Her eyes widened. I suggested that her idea still had merit, but narrowly targeting readers who couldn’t focus through their tears and pain might not be the best approach.

Passion is indispensable for anyone who plans to invest their blood, sweat, and tears in writing a book. But passion isn’t enough to make a marketable, traditionally published book.

That’s why book proposals typically include sections about target readers, book comparisons, and a writer’s platform. It’s important to think through who your readers are, not only demographically (30-something suburban fitness freaks) but also in terms of where they are (physically, spiritually, emotionally, etc.) when they encounter, pick up, buy, and read your book. And what other authors and books have successfully approached that audience and that subject. And what sort of exposure, influence, and mechanisms you have that will reach that audience.

So, follow your passion. Absolutely. Authors need it. But your readers need you to meet them where they are.