This week, during a conversation with a nice marketing expert, I was asked what or who was my target demographic. In other words, who do I imagine is reading my books, who am I aiming to reach? My initial reaction was probably the same as most writers: Everyone!
After all, we writers want to reach as many people as possible, don’t we?
It puts me in mind of board games where it says on the side of the box “fun for the whole family: aged 8 to 80”. (Sorry all you 81-year-olds, this game is not for you!) And that’s kind of how I feel about my books: I hope they will be enjoyed by people older than me and younger, and those who are my (approximate) age.
We want to reach as many as we can with our work, and are reluctant to rule anyone out. After all, we know that not all fantasy is read by young people, that not all family saga is read by older people. There are always plenty of people who don’t fit into marketing stereotypes. Lots of readers read a wide variety of genres and styles, from westerns to techno-thrillers, or from romance to locked room mysteries. We are reluctant to disregard them just because they are a bit different to what it says on the box.
But it would be naive of me to pretend that my books–much as I’d like them to–appeal to everyone. As I’ve thought about this carefully I’ve realised that probably 80% of my readers are over 45 years of age, female and prefer not to read anything too gory, full of explicit sexy shenanigans, or are depressingly similar to real life. In fact, they are rather like me. (I’m sadly over 45. Way over. Way, way, WAY over. In fact, it would be nice to be 55 again. Heck, I’d kill to be 60 again…)
I’ve read several times this week about the importance of having in your mind an image of your perfect, or some might say, average reader, and of writing your book as if you are writing for that one person alone. The idea is that it makes it easier to keep your book focused, and to maintain consistency of POV (point of view) and tense.
I’d go a step further. Use a real person. Most of us have are lucky enough to have that one person we talk to about our writing, or one or two people. Most of us run ideas past them for feedback, let them read the messy first drafts, and sob on their shoulders when we get a stinking review. These are–hopefully–the people who can look us in the eye and say “Sweetie-pie, I love you but in all honesty, this book sucks. Write something else.” Let’s face it, you already know this person so well, you know what they like, what they don’t like, their favourite colour, and their beverage of choice. It’s simply good sense to use them as a sounding board during the writing process, not just after it.
Stephen King famously writes for his wife as she always reads his work before anyone else. In fact, quite a few writers give their work to a relative or close friend as ‘first contact’ or as writers usually call them, alpha readers.
BUT… If you don’t have someone in your life like that, you can create a mental image of a perfect reader in the same way as you create the rest of your book and people its pages with characters. Okay, so they won’t buy you a G & T or a giant, airport-duty-free-sized Toblerone (all donations gratefully received) when you’re feeling down, but they can still be useful. Give your person a name and an identity, with the quirks and foibles of real people. See them in your mind and address them as if they were real and present in the room with you. Speak to them directly as you write–tell them your story. If it helps you could even put at the top of the first page of your rough draft, “Dear (insert name here!), I am writing to tell you the story of…”
Just don’t forget to remove this bit later! 😀
It doesn’t matter if your perfect reader is real or pretend, so long as they act as your creative muse, encouraging you to find your voice and get writing. You will be surprised at how much easier it is to focus on getting the framework of your story together with your new ‘audience’.