Candidate Assessment Guide
How to evaluate ebook candidates during discovery. Use this reference when assessing viability and making triage decisions.
Overview
Candidate Assessment Guide
How to evaluate ebook candidates during discovery. Use this reference when assessing viability and making triage decisions.
Table of Contents
- Viability Criteria
- The Ebook-Shaped Test
- Example Candidates
- Validation Signals
- Validation Experiments
- Matching Candidates to Intent
Viability Criteria
A viable ebook candidate should pass these checks:
Core Viability
| Criterion | Question | Green Flag | Red Flag |
|---|---|---|---|
| Clear idea | Can you state it in 1-2 sentences? | Crisp, specific statement | Rambling, vague, or requires paragraphs |
| Reader exists | Who specifically wants this? | Can describe a real person | "Everyone" or too abstract |
| Transformation | What changes for the reader? | Concrete before/after | Vague improvement or just "more knowledge" |
| Author fit | Why is this person the one to write it? | Unique experience or perspective | Anyone could write it |
| Ebook fit | Is this genuinely ebook-sized? | Natural scope of 10-25K words | Too thin or too thick |
Secondary Viability
| Criterion | Question | Consideration |
|---|---|---|
| Effort | How much work to create this? | Factor in existing content vs. creation from scratch |
| Timeliness | Is there a moment for this? | Timely topics move faster but may have shorter shelf life |
| Competition | What else exists? | Crowded spaces need clear differentiation |
| Energy | Does the author actually want to write this? | Low energy = low completion probability |
The Ebook-Shaped Test
Too Thin (Blog Post Territory)
Warning signs:
- Transformation can be stated AND delivered in 1-2 paragraphs
- Only 2-3 points to make
- Could be fully covered in a single article
- Stretching to fill pages would mean padding
- Less than 8,000 words seems natural
The test: "If you started writing this, would you run out of things to say before hitting 10,000 words?"
What to do:
- Kill as ebook candidate, suggest blog post or article
- OR find the bigger context this fits into
- OR bundle with related ideas
Too Thick (Full Book Territory)
Warning signs:
- Transformation requires multiple sequential stages
- Naturally breaks into 5+ distinct parts, each substantial
- Could easily be 50,000+ words
- Cutting scope feels like losing essential content
- Readers would need months to implement
The test: "Could someone realistically achieve this transformation from an ebook, or does this require book-length treatment?"
What to do:
- Kill as ebook candidate, suggest full book development
- OR extract a subset that stands alone
- OR split into series of ebooks
Ebook-Shaped (Just Right)
Indicators:
- Naturally 10,000-25,000 words
- 4-8 chapters feels right
- Single, focused transformation
- Could be read in 1-3 sessions
- Delivers clear value without padding or rushing
The test: "Does this have enough substance to justify $9.99-$19.99 but not so much that it becomes a slog?"
Example Candidates
Strong Candidates
Example 1: The Specific Process
"A guide to writing YouTube video scripts that hook viewers in the first 5 seconds. Based on my analysis of 200+ videos and what I've learned writing scripts for my 50K-subscriber channel."
Why it's strong:
- Specific transformation (hooking viewers in 5 seconds)
- Clear expertise backing (200+ videos analyzed, real channel)
- Ebook-sized (focused on one skill)
- Validation potential (existing audience)
Example 2: The Hard-Won Lesson
"What I learned from losing $50K to a business partner and how to structure partnerships that protect you. Includes the exact contract clauses I now use."
Why it's strong:
- Genuine expertise (paid for with real experience)
- Clear reader (people entering partnerships)
- Specific outcome (protection)
- Unique value (actual contract clauses)
Example 3: The Translation Bridge
"Explaining technical debt to non-technical executives: How to get buy-in for necessary refactoring work without using jargon."
Why it's strong:
- Clear two-audience bridge
- Specific problem (getting buy-in)
- Ebook-sized (one type of communication)
- Practitioner expertise implied
Weak Candidates
Example 1: The Vague Topic
"A guide to being more productive."
Why it's weak:
- No specific transformation
- Massively overcrowded space
- Too broad (productivity how? for whom? in what context?)
- No unique angle apparent
Fix path: Find the specific slice. "Productivity for remote software developers with ADHD" is much stronger.
Example 2: The Thin Insight
"Why you should use a standing desk."
Why it's weak:
- Could be a blog post
- Single insight, not enough for ebook
- No transformation beyond the purchase decision
Fix path: Kill as ebook. Make it a blog post, or find the broader system it fits into.
Example 3: The Disguised Book
"A complete guide to starting and running a successful podcast, from idea to monetization."
Why it's weak:
- Too broad for ebook format
- Multiple sequential transformations (starting → producing → growing → monetizing)
- Each section could be its own ebook
Fix path: Extract one section. "How to launch your first 10 podcast episodes" is ebook-sized.
Example 4: The Repackage Without Value
"A collection of my best blog posts about writing."
Why it's weak:
- No transformation beyond access
- No value gap from free content
- Readers can already get this for free
Fix path: If pursuing this path, need significant new value: synthesis, framework, new content, updated perspectives.
Validation Signals
Strong Signals
| Signal | What It Means | How to Use |
|---|---|---|
| Repeat questions | People actively want this | Note frequency and specificity |
| High engagement content | Topic resonates | Track which specific angles work |
| Direct requests | "You should write a book about..." | Capture exact phrasing |
| Paid for related | People bought courses/consulting on this | Validates willingness to pay |
| Problem conversations | People bring this up unprompted | Pattern indicates pain point |
Moderate Signals
| Signal | What It Means | Limitations |
|---|---|---|
| High views/reads | Interest exists | Interest ≠ purchase intent |
| Social shares | Resonance with audience | Sharing ≠ buying |
| Newsletter signups on topic | Dedicated interest | Free ≠ paid |
| Comments on posts | Engagement | May not represent buyers |
Weak or False Signals
| Signal | Why It's Weak |
|---|---|
| Friends say it's a good idea | Politeness, not market validation |
| You find it interesting | Author interest ≠ reader demand |
| "No one else is doing this" | Might mean no demand exists |
| Competitor success | Doesn't mean there's room for you |
No Validation Yet
For expertise-based candidates without content history:
- Look for analogous signals (similar ebooks that have sold)
- Note professional context (do clients ask about this?)
- Consider the "would they pay?" test
- The ebook itself may become the validation
Validation Experiments
Before committing to an ebook, consider testing interest:
Low-Effort Tests
Newsletter poll: "I'm considering writing an ebook on [topic]. Would this interest you?"
- Quick signal
- Biased toward yes (people want to be supportive)
Blog post test: Write a substantial post on the topic, measure engagement vs. baseline
- Real behavior signal
- Doesn't test purchase intent
Social media thread: Share key insights from the potential ebook, track response
- Quick feedback
- Platform-dependent engagement
Medium-Effort Tests
Landing page: Create a simple page describing the ebook, collect email signups
- Tests enough interest to take action
- Doesn't test payment
Waitlist with price: "Sign up to be notified when [ebook] launches at [$X]"
- Closer to purchase intent
- Still not actual payment
Higher-Effort Tests
Pre-sale: Offer pre-orders at a discount before the ebook exists
- Real purchase intent signal
- Requires confidence and commitment
Workshop test: Teach the content live, gauge response and refine
- Tests content quality
- Different format, but validates ideas
Matching Candidates to Intent
The user's intent affects which candidates to prioritize:
Income Intent
Prioritize:
- Candidates with strong validation signals
- Topics with proven buyer demand
- Reasonable competition (some = market exists; too much = hard to stand out)
- Evergreen topics over trendy ones
Deprioritize:
- Passion projects without market evidence
- Niche topics without clear audience
- Topics requiring extensive new creation
Authority Intent
Prioritize:
- Candidates showcasing unique expertise
- Topics that position them as THE expert
- Ideas that open doors (speaking, consulting, etc.)
- Differentiated perspectives
Deprioritize:
- "Me too" topics
- Ideas that anyone could write
- Topics outside their expertise zone
Audience Service Intent
Prioritize:
- Candidates audience is actively requesting
- Answers to repeated questions
- Problems audience has expressed
- Topics that build deeper relationships
Deprioritize:
- "Should want" topics (audience isn't asking)
- Ideas that serve new audiences vs. existing ones
- Topics that don't deepen the connection
Lead Generation Intent
Prioritize:
- Candidates that attract ideal customers
- Topics that qualify leads
- Entry points to higher-ticket offerings
- Ideas that demonstrate expertise relevant to services
Deprioritize:
- Topics unrelated to revenue streams
- Ideas that attract wrong audience
- Ebooks that would cannibalize paid offerings
Passion Project Intent
Prioritize:
- Whatever the author is most excited about
- Ideas with energy and enthusiasm
- Topics they'll actually complete
- Authentic expression over market optimization
Deprioritize:
- "Should" ideas with no energy
- Market-optimized but boring candidates
- (Less filtering needed—passion is the filter)