On an entirely different matter, my colleague Paul Kratoska from NUS Press in Singapore wrote the following today:
The advice is simple. All the writing most students do up to and including the PhD is about showing what the writer knows. A book is about showing readers something they don’t know. To do that, it’s necessary to repeat some things they probably do already know, but the heart of the matter is explaining what a researcher has found that’s new and doing it in a way that readers will understand.
The job of the publisher is to try to figure out if the topic will attract enough readers to make this a viable endeavour. Authors can help by writing for as broad an audience as seems reasonable. The editor of the Journal of Asian Studies suggests adopting the “one-over rule” – writing something that will interest readers who are adjacent to the author’s work geographically, and adjacent in terms of discipline. It’s sound advice. In this case the issue is writing for readers who don’t do [disciplinary field of book concerned] but would be intrigued by work from a writer who is.