Characters
Well, given this list of most popular books of all time, take a look at the characters. What is the age and sex of each protagonist? Ninety percent of these novels seem to be aimed primarily at men. Why is that? Don’t women read? Of course not. (I’ll have a long section on why this historical bias exists later.)
Does the book have more than one major protagonist (usually defined by viewpoint character)?
Does the age of the protagonist change throughout the book? For example, in Harry Potter we first meet young Harry shortly after birth, but most of the book takes place later in life.
Beyond age and sex, you might study the characters closely. What is their social status? What about their physical appearances? What kinds of personality traits do they have in common?
Conflicts
After you study the characters, move on to conflicts. I like to take each major character in turn and study each of his or her conflicts. I label them as primary, secondary, tertiary, and so on.
So the next question is a bit tougher. How important to the reader will that conflict be? For example, when A Tale of Two Cities was written, the entire world was still reeling from the after-effects of the French Revolution. British nobility – indeed leaders around the entire world – were afraid of losing their heads, so they began to vie to for the title of "most virtuous leader alive today." Nobles began giving money to charity and making sure the press was present to see them do it, and so on. The reform movement swept across the oceans to America, where in the 1830s - 1850s tens of thousands of Christian Communes rose up. (I'll bet that you thought communes were a modern thing, something that happened just during the 1970s, but they go back thousands of years, and I wouldn't be surprised to see them rise up again in the coming year or two.) So the global reform movement swept throughout Europe and Russia, and thus we can see that for a reader in the mid-1800s, this kind of novel struck the reader deeply. In short, it carried information vital to the reader's survival.
We can see that trend throughout the list. Is Lord of the Rings really just escapism? I don't think so. As a teenager I clearly believed that the ring of power was a metaphor for the nuclear bomb. Tolkien denies it, but the bulk of the novel was written in the post-war era after WWII. If nothing else, I found myself identifying strongly with the inconsequential hobbits who were trying to rid the world of an item that could destroy the planet.
How important is it to you to know how the mob works today? When The Godfather came out, most people were totally ignorant at how powerful organized crime was. Today we're better educated, but I think that most people would be shocked at just how corrupt politics has become.
So study the conflicts.
One screenwriting doctor claims that in every great story, there is a question about the character's identity at its heart. Who am I? Who do others think that I am? This might seem like a tertiary conflict in many of these stories, but I think you'll find that it is a common thread.
In short, pay attention to even the smallest conflicts in the tale.
Very often, a powerful novel doesn't just challenge the protagonist's identity, it challenges the reader's identity, too.
Emotional Beats
In order to sell to any audience, you need to understand what drives that audience. A child may be looking for stories of wonder, tales that have comforting endings. A teen will be more likely to be looking for romance. An older male might be interested in figuring out how to best take care of his family, and so tales that have a strong tie to obtaining wealth become attractive, while older women in particular are interested in stories about belonging.
I worked with a green-lighting company in Hollywood that used to study how the emotional beats generated in an advertising campaign would translate into filled seats at the box office. Depending upon the age and sex of the viewer, we could tell what they wanted to see.
So we broke those emotional beats down into certain categories: mystery, drama, romance, adventure, wonder, horror, humor, and lust.
Using this system, we could look at a commercial and say: okay, your primary audience is teen girls. We know that 92% of that audience will be driven to the theater to view a movie that has romance in it, while 89% are looking for comedy. If the movie hits those emotions, then it will have a large potential audience. On the other hand, what if it hits the wrong emotional markers for the audience? Teenage girls don't generally look for drama; they get enough of it in their lives. Nor do they respond well to pornography. So what if you give them a movie that deals with things that the audience doesn't like? Well, you will probably drive viewers away. Instead of appealing to 90% of your audience, if you make a pornographic movie for girls you'll be advertising to less than five percent of them. So your sales will drop dramatically.
Themes
Emotional markers are big in Hollywood, but the list of markers isn't as helpful as it could be. There are commonalities in stories that go beyond the emotional tags, and I'm going to label them as "themes."
I've noticed that tales about character growth tend to be more satisfying than those that are not. So I add that into my mix of things to look for.
Similarly, many readers respond well to novels about friendship – gaining and keeping friends. If you look at the "top television shows of all time" you'll see that many of them – shows like "Cheers," "M.A.S.H.," "Seinfeld," "I Love Lucy," "Happy Days," and so on all revolved around a small cluster of friends and cohorts.
As I mentioned above, as a man I've noticed that tales about "making it rich" are attractive to me. Interestingly, before I got married I was far more interested in romance – how to find and wed the right girl. Now my fantasies tend to revolve around "How am I going to support my family – not just for the rest of my life, but even after I die?"
So look at the bestselling novels of all time. How many of them deal with themes appropriate to their audience?
Miscellaneous
Look at the books above and ask yourself what length has to do with becoming a bestseller. I suspect that when Lord of the Rings came out, it was perhaps the longest fantasy novel ever published. But most of the books on the list above are big, honking novels of a quarter of a million words or more. Most of them are among the longest books of their kind.
Why is that? Orson Scott Card has pointed out that when you write a novel of transport – one that takes the reader into another time, place, or culture – it naturally takes longer to tell the story.
But I think that there is more to it. I think that a longer novel invites greater depth. It allows the author to put more characters into deeper conflict, bringing in wider themes, weaving a tapestry that becomes more engrossing to the readers than a shorter work can produce.
Beyond novel length, look at things like: length of chapter and length of scene.
You could easily go into the mechanics of a bestseller. How much dialogue does the author use compared to, say, narration?
Is the book written in first person, second, third? How deeply does the author penetrate into the character's viewpoint?
You might even get down to smaller elements. In bestselling novels, there is a tendency for authors to dwell upon things such as: what it's like to eat at a restaurant that only the very wealthy can afford. You might study things such as: how does the author handle a dining scene?
Summary
I'd like you to become a student of what sells, and I think that the only way to do it is to do as I have suggested here: create a list of the bestsellers in your genre and medium then begin to study the commonalities.
As you do this, you'll gain a tremendous advantage over not just the new authors that you meet but even some authors who are widely published. I know dozens of authors who've never given an hour's thought to audience analysis – even authors who have written 30 novels or more.
Some authors have an inner sense of style that allows them to naturally drift toward writing for a wide audience. But most of us have to work a little harder to get a grip on such things.
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