Why are you reading this blog post? Do you need a quick writing insight, or are you looking for a deep dive?

How about the next nonfiction book you pick up? What are your hopes for that?

As readers, we approach a blog post or article differently than a book. As writers, we must understand and respect that shift.

How readers describe their preferences

To better understand what motivates nonfiction readers, I simply asked them.

More than 150 nonfiction readers responded to my survey about their reading habits. (These were avid nonfiction readers.)

One question asked them to identify the most important factor when reading articles and blog posts versus nonfiction books. Here’s how they answered:

Does this align with your own experience? It does for me.

When I’m skimming articles online, I seek clarity and quick insights. When settling in with a nonfiction book, I’m usually primed for an in-depth exploration. Readers approach the formats with different expectations.

Insights from the answers

There’s a lot going on here, so let’s pull out a few nuggets:

Readers prefer clarity in blog posts and articles, and depth in books.

Perhaps that’s because we read most articles and posts online, which automatically puts us in a less patient, skimming mode. (See Maryanne Wolf’s excellent book Reader, Come Home.)

When we’re reading with distractions or in a hurry, clarity is critical. And in the time we allot for reading books (carved away from other time), we give ourselves permission to focus deeply or get lost in the work.

Storytelling is king in books—even nonfiction books

Reading a book is a major commitment; engrossing narrative or great stories keep us at the task. 

Personal relevance 

Clear, personal relevance matters regardless of format. We often choose nonfiction topics for personal reasons. When time is scarce, we are most likely to read the post or article that might affect us directly. And relevance guides our book selections as well.

Another survey question asked why people read nonfiction books. While many choose books for entertainment, people also wanted to solve specific problems or keep up in their industries. They choose books that affect them—hence the need for relevance.

Beauty

Don’t be discouraged by the fact that beauty ranks low on the answers. If you’re focused on writing beautiful prose, say a literary work, beauty still motivates readers. There’s always room for beautiful prose—but readers are more likely to value it in a book, when they have time to appreciate it.

Advice for those writing articles and blog posts

• Use short paragraphs, accessible words, and clear subheadings to make your meaning crystal clear.
• Trim unnecessary background and words.
• Show readers why they should care from the start.
• Make room for stories.

Advice for those writing books

• Experiment with storytelling techniques. (If you want to share academic research, use stories to bring the data to life.)
• Offer details and depth without sacrificing clarity. 
• Put the data in a context—if possible, one relevant to the reader.
• Remember, the beautifully crafted sentence will always find an appreciative reader.

Success happens with the reader

If you want to serve the reader, understand where they’re coming from. Why would they click on your article or open your book? How are they feeling as they do so?

This research offers insight into general nonfiction readers. Think about what your own readers need. If you’re not sure, try asking them! (Feel free to use the questions from my survey or make up your own.)

And, don’t be afraid to be an outlier, or to write for the smaller group. Perhaps you post substantive, meaty blogs on a monthly basis, or beautiful, inspiring prose that requires that people slow down and savor. We don’t all have to write for the majority! As long as your work finds its audience, it can succeed.

More Data from the Survey

Read the Nonfiction Survey Results

Read Writing for Two Reading Modes: Serving the Biliterate Brain