
The Beaches, Toronto (photo by Nina Munteanu)
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:
- 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?
- 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.
Early on in the recent science fiction movie Interstellar, NASA astronaut Cooper declares that “the world’s a treasure, but it’s been telling us to leave for a while now. Mankind was born on Earth; it was never meant to die here.” After showing Cooper how their last corn crops will eventually fail like the okra and wheat before them, NASA Professor Brand answers Cooper’s question of, “So, how do you plan on saving the world?” with: “We’re not meant to save the world…We’re meant to leave it.” Cooper rejoins: “I’ve got kids.” To which Brand answers: “Then go save them.”
“Scientists are telling us that the whole territory of modern history, from the end of World War II to the present, forms the threshold to a new geological epoch,” adds Jonsson. This epoch succeeded the relatively stable natural variability of the Holocene Epoch that had endured for 11,700 years. Scientists Paul Crutzen and Eugene Stoermer call it the Anthropocene Epoch. Suggestions for its inception vary from the time of the Industrial Revolution in the late 1700s with the advent of the steam engine and a fossil fuel economy to the time of the Great Acceleration—the economic boom following World War II.
The Great Acceleration describes a kind of tipping point in planetary change and succession resulting from a rising market society.
The Great Acceleration encompasses the notion of “planetary boundaries,” thresholds of environmental risks beyond which we can expect nonlinear and irreversible change on a planetary level. A well known one is that of carbon emissions. Emissions above 350 ppm represent unacceptable danger to the welfare of the planet in its current state; and humanity—adapted to this current state. This threshold has already been surpassed during the postwar capitalism period decades ago.
In Amitav Ghosh’s diagnosis of the condition of literature and culture in the Age of the Anthropocene (The Great Derangement: Climate Change and the Unthinkable), he observes that the literary world has responded to climate change with almost complete silence. “How can we explain the fact that writers of fiction have overwhelmingly failed to grapple with the ongoing planetary crisis in their works?” continues Jonsson, who observes that, “for Ghosh, this silence is part of a broader pattern of indifference and misrepresentation. Contemporary arts and literature are characterized by ‘modes of concealment that [prevent] people from recognizing the realities of their plight.’”
Jonsson tells us that bourgeois reason takes many forms, showing affinities with classical political economy, and—I would add—in classical physics and Cartesian philosophy. From Adam Smith’s 18th Century economic vision to the conceit of bankers who drove the 2008 American housing bubble, humanity’s men have consistently espoused the myth of a constant natural world capable of absorbing infinite abuse without oscillation. When James Lovelock and Lynn Margulis proposed the Gaia Hypothesis in the 1970s, many saw its basis in a homeostatic balance of the natural order as confirmation of Nature’s infinite resilience to abuse. They failed to recognize that we are Nature and abuse of Nature is really self-abuse.
Louise Fabiani of Pacific Standard suggests that novels are still the best way for us to clarify planetary issues and prepare for change—even play a meaningful part in that change. In her article “The Literature of Climate Change” she points to science fiction as helping “us prepare for radical change, just when things may be getting too comfortable.” Referring to our overwhelming reliance on technology and outsourced knowledge, Fabiani suggests that “our privileged lives (particularly in consumer-based North America) are built on unconscious trust in the mostly invisible others who make this illusion of domestic independence possible—the faith that they will never stop being there for us. And we have no back-ups in place should they let us down.” Which they will—given their short-term thinking.
In my interview with Mary Woodbury on
My own works of 

Neo in The Matrix is an anagram for “One”. Before he changes his name to Neo, he goes by the name of Thomas Anderson. Thomas is Hebrew for “twin” (e.g., Agent Smith tells Neo, “you have been living two lives.”). Of course, Thomas was also one of Jesus’s disciples, the one who doubted. The Wachowski Brothers chose the names of all their main characters with careful purpose. Morpheus (the god of dreams, who takes Neo out of his dream); Trinity (who connects and unifies the “father” the “son” and the “holy spirit” through her faith).

Lady Vivianne Schoen, the Baroness von Grunwald, in my historical fantasy The Last Summoner, is a being of light who can travel time-space and must alter history starting with the Battle of Grunwald in 1410. Her first name derives from the Latin vivus meaning alive or the French word vivre for life. And live she must—for over six hundred years— if she is to succeed in recasting history to make this a better world. There is an ironic layer to her name, but I can’t reveal it here for those who haven’t yet read the book. In future Paris she meets François Rabelais, named after the 15th Century satirist, philosopher and dissident. While this youth on the surface represents the antithesis of the medieval scholar, he finally reveals himself as a philosopher warrior and humanist like his 15th Century namesake.





She imagines its coolness gliding down her throat. Wet with a lingering aftertaste of fish and mud. She imagines its deep voice resonating through her in primal notes; echoes from when the dinosaurs quenched their throats in the Triassic swamps.
After the release of the print book, Future Fiction released “The Way of Water” (“La natura dell’acqua”) in ebook format. The ebook contains the “Way of Water” story and another story, “Virtually Yours” (“Virtualmente tua”) alongside “The Story of Water” (non-fiction), which can be purchased in either Italian or Engish versions.
Ebook (Italian OR English) with additional short story “Virtually Yours” through Future Fiction (Mincione Edizioni) for €1,99 at:

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
This April, I will teach my 12-week long writing course on how to write science fiction. The 12-week course “Creating Science Fiction” runs TUESDAY nights from 6:15 to 9:15 starting April 5th through to June 21st at George Brown College on King Street in Toronto and costs $285.

Types of Titles
I chose the title, Collision with Paradise for my 2005 science fiction romantic thriller to convey the paradox of conflict and action in collision with the quest for well-being (paradise) that reflected my lead character’s own conflict. The two juxtaposed as oxymoron made the title provocative and readers became naturally curious. What made it particularly tantalizing—and me somewhat smug—was that the cover and the setting and premise/plot all resonated with the abstract theme. The plot involved the real collision of a spaceship with hotshot pilot on a planet with a jungle paradise. So, even though the title very accurately conveyed the overall theme, it didn’t give it away; the reader still had to tease it out through the subtext and subplots of the story.


Driven by something inside me, I wrote over the space of a few months a book entitled “Collision with Paradise” based on some research I’d done on Atlantis, the bible and the Great Flood. The book was important to me on a number of fronts: in its ecological message of cooperation and its exploration of new paradigms of existence. I wrote it fast and well and it hardly needed editing. Without thinking and without hesitation, I submitted it for publication. As quickly as I’d written it, I had an offer from a publisher. My first published book! My first reaction was elation. My second reaction was: What have I done? I was proud of my book and its story, but it also contained erotica. My first thought was: how are my family and friends going to react? What about my parents? OMG! Fear, not of failure but of success came crashing down on me and I felt so exposed. If I could have retracted it, I might have several times. Thankfully, I didn’t. While some friends and family did in fact shake their heads and look askance at my work (and labeled it variously), the book was very well received by mainstream critics and readers alike. It was, in fact, a hit. Faced with success, I bowed to its consequences and embraced what it brought: the good, the bad and the ugly. I was, in fact, relieved. I have many times since contemplated my actions in submitting this subversive novel that exposed me incredibly. Was it brave intuition or bold recklessness that propelled me? The point is, I’d stepped out into the light, crossed the line into another paradigm. There was no way back into the shadows. And that’s good.