The artistic process, whether painting or prose, is admittedly the child of self-expression. The long-standing image of the artist cloistered in her studio—hunched over a writing desk or standing before a canvas to create from the depths of his/her soul—is surely a truism. Artists create from the heart; we dive deep inside our often-tortured souls and closeted past to draw out the universal metaphors that speak to humanity and share—

Ay, there’s the rub. For to share is to have a dialogue and to have a meaningful dialogue is to demonstrate consideration of the other. Somewhere in that journey that began with self, others entered. It is, in fact, something of a paradox and a conundrum for many artists. One that has challenged the artistic community for centuries. It is also why many artists have relied on agents, benefactors, and advocates to effectively communicate, target — and even interpret—their often abstruse “message” to appropriate audiences.

Purists will tell you that a true artist need not consider her audience; because her self-expression naturally finds relevance with the culture and zeitgeist from which she writes through universally understood metaphor: her story is their story.

But is that enough?

I suppose it finally comes down to whether you are interested in sharing. I don’t know any published authors who don’t wish their books to sell. Every storyteller needs an audience to connect with and engage. That is ultimately what good storytelling does: engage, connect, rouse emotions and evoke empathic feelings. Make an impact.

Does identifying and targeting a specific audience result in more satisfied readers and ultimately better sales? Of course it does. The more you—and whoever is helping you market your work—know about your audience, the more likely you are going to attract them to your book, convince them to buy it and ultimately connect with them through story.

That’s the irony of art: it is a treasure that is created out of the depths of solitude but ultimately brought into the light and shared with the world. For your art to have impact, you must know and understand your world.

Knowing your audience will affect every aspect of your book project. It will help determine:

• What your story is about and how you write it (e.g., language, “voice” or personality, narrative style, tone or mood/attitude, characters, setting and theme, even length)
• What genre and sub-genre(s) it lies under
• The look and tone of the cover and blurb (one that matches the story and its audience; I previously wrote about book jacket blurbs and book covers )
• All aspects of promotion, including the language and images you use, where you direct your marketing and how (e.g., medium, timing, etc.)

For your work to succeed, it’s important to consider the following:

• Write to the audience’s expectations (given the promise of your work): success of stories with readers will rely on the alignment of expected story structure, tone and endings. My romance SF therefore reads differently from my hard SF in so many ways.
• Write to the understanding level of your intended audience: how and what I write for my hard science fiction audience (with expectations on accurate and intelligent exploration and extrapolation on science) is different from the style I use for my historical fantasy. This will include “voice”, language and use of specific vocabulary, terms and concepts, sentence structure and pace.
• Write with the knowledge of your relationship to the reader: how will you gain their empathy and buy-in to your story? This will depend on the genre of your work and expectations of its associated readership.

 

Understand Your Audience

Who is going to read your work? To what age group to they belong? What culture and sub-culture? What gender(s)? What education and intellectual capacity? Economic status? What regions? What political leanings? Prejudices and beliefs? What knowledge-base? For instance, you wouldn’t use a lot of multi-sylabic latinisms in an action thriller; but you might in a literary fiction or even high fantasy. If you research and create a profile of your intended reader, this will help you identify who you are writing to.  “Knowing or anticipating who will be reading what you have written is key to effective writing,” says SkillsYouNeed.com.

It isn’t enough to know who is reading, but why they are reading your writing. Ask yourself these two questions:

1. Who do I want to read this? Who are you writing for? They are your primary audience; the ones you will truly resonate with your story; they will be your fans: who are they?
2. Who else is likely to read this? This is your secondary audience, readers who may not necessarily read your genre but are interested in the issues or premise of your story or will appreciate how you’ve handled it in your story: who might they be? 

 

Writers are Solopreneurs

In his 2014 article in Forbes, Jayson DeMers shares that: “Market research was once the purview of only big companies. If you weren’t a Fortune 1000 brand, investing in any form of customer research was outside the scope of what many businesses could afford. Today, advances in market research technology have opened a whole range of services to even the smallest businesses. Small enterprises and solopreneurs routinely test ideas before they take them to market, saving tens of thousands of dollars and years of time developing products and services that fall flat with the market.”

Given the current publishing paradigm—which offers less and less to the author, writers are now more than ever required to understand their audience, given their need to be solopreneurs, succeeding on their own know-how, rather than relying on some marketing department that no longer exists.

To know your audience is to know your story better.

A previous version of this article was published in the Clarion Foundation blog and presented by Lynda Williams.

 

Nina Munteanu is an ecologist and internationally published author of award-nominated speculative novels, short stories and non-fiction. She is co-editor of Europa SF and currently teaches writing courses at George Brown College and the University of Toronto. Visit www.ninamunteanu.ca for the latest on her books.