Section Two:
Finding Your Market
Repeat After Me: Target Audience
I had a dream last night that I stole a car. Not just any car: a 1970s muscle car.
I was the getaway driver. I could see myself behind the wheel as if I were riding in the passenger seat looking over at myself. As a getaway driver, I was Steve McQueen-calm as a cucumber, revving the engine, ready to ride.
In true dream logic, I could see myself gunning it and also see the landscape from inside my body, focusing out the windshield ahead of me, legs stretched out, seat back, nothing but time to lap up the freedom. Ribbons and ribbons and ribbons of highway.
I was not afraid that Iâd never driven a clutch. I was not afraid that Iâd be caught. I moved through gears as if they were butter. The car had a hum and a torque that thrummed inside and outside of the ride.
I didnât even give it a thought that Iâd hot-wired the machine, other than the soupçon of joy, that little shivery thrill in the gut, that the chromey, purry beast was mine: #lockyourgarages. Although it was not my name on the registration card in the glove box, it made no difference. Mine for this moment, and in the way of dreams, the immediate was all there was.
I talked to a passenger from time to time or they talked to me, a good companion, but I donât remember a thing about what they looked like or what their name was. Other times, I was alone and enjoying itâthe dusty scent of the seats, the 8-track playerâall to myself.
Yes, I was pretty bodaciousâwell, in the dream anyway. I was fully competent, content in every way. I did not think about the car accident I had as a young woman that took away my carefree feeling with driving or that I had no map or GPS in the car. I certainly didnât think ahead, nor did I think behind. I was gloriously present, hand-cranking the windows down but mostly riding with them up, steeping in the sun and in the scent of my own honeysuckle-gardenia perfume.
I was still driving contentedly and with a splendid sense of forward propulsionâto where? from where? I gave it no thought in my dream world, didnât care what the destination was, just ever-onwardâwhen I awoke.
If I was pitching my dream as a book to a publisher (granted, Iâd have to flesh it out way more before that), Iâd begin to think of key questions like:
- Who is my ideal reader?
- What age range might they be?
- What are their interests?
- What is their educational level?
- What groups or organizations do they belong to?
- Why would this person want to read this story/concept?
Whether youâve written a stand-alone piece, such as a poem or short story or flash fiction or essay, or a longer collection or novel, these questions will put you in a good frame of mind to match your work with interested markets. Publishers and editors always want to have a clear and immediate idea of who will gravitate toward your narrative. Whatever genre you write and whatever length the piece, itâs a great idea to consider your target audience before submitting your work as well as perusing the books and website(s) of the publication or publisher you have in mind. Your work should also mesh in tone and style with the work theyâve already published.
For my dream, Iâd want a publication or publisher whose readers were interested in cars, especially muscle cars or retro items. They might have owned a muscle car in the â70s or later. They might have had parents or former loves who did or borrowed one for their wedding reception or taken photos of them or gone to car shows or secretly always wanted one. They are likely Gen-X or baby boomers, although they could also be millennials who have an interest in antiques or classic cars. They find dreams and dream interpretation/symbolism interesting. They likely have a college education. They are probably interested in travel and road trips and have taken quite a few. Personal growth, such as dramatic career changes, might be part of their current lifeâs journey.
While these wouldnât be the only readers drawn to my description, just thinking about a possible target audience will make it clear if there are some details to edit from the piece and/or to add to the piece to attract these demographics who are most likely to enjoy the work. Far better than just flinging your work, unresearched, to editors or publishers without preparation and without considering who will gravitate toward your work. It also makes a Yes, weâd love to publish this much more likely.
It might also be helpful to think of readers youâre not interested in appealing to as you plan where youâll pitch your work. For example, itâs unlikely anyone under sixteen or eighteen or twenty-one (depending on the driving age in each country) would find my anecdote appealing. Readers who hate traveling or who find dreams hokey and no more symbolic than any other experience in life also wouldnât click with my piece.
As such, I wouldnât send it to a childrenâs magazine nor pitch it to a YA publisher or a scientific publisher.
Also, I might have been perusing a few of my favorite photographersâ websites an hour before bed, one of whom is a film photographer out West who frequently posts vintage muscle cars from his travels.
Dreaming, as we know, is a wacky hodgepodge like that. Whatever the reasoning for such imagery, we can apply the knowledge that there is an audience out there fine-tuned and raring to read the genre and style weâre writing. Use the above questions to help narrow down and find just that readership.
Try this exercise:
Consider your work in progress. Set a timer for fifteen minutes and begin to free-write about your target audience for your current project. Use any or all of the six questions as guidelines/prompts, but feel free to explore any other aspects of your ideal readers youâd like to list. Go!
The Lovely Littles:
Breaking into Literary Magazines
I like to think of myself as a much bigger presence (donât we all?), but actually I round up to 5â2â (157.5 cm). My âlittleâ sister was taller than I was by the time she was eight. When I drive, the seat is set as far forward as possible, almost crushing me into the wheel, and I still barely peep over the dash.
Life at this angle is, well, a lot of looking up. Yep, at home I keep a blue plastic stepstool handy that was a cast-off beside the overflowing dumpster on undergraduate move-out day, and Iâm certainly not above seeking out taller people to reach just about any shelf in a store because on pretty much every trip there are multiple items on âeye-levelâ shelves that even tiptoes wonât accomplish. Except for small children, thereâs a pretty good chance that my eye-level isnât eye-level for ninety percent of the population. One bonus, though: cheaper products tend to be on lower shelves, so I save some cash. Still, it can get frustrating when half of a shopping list is items towering out of reach.
Sometimes, thereâs nobody in sight to come to my aid, so Iâve made some pretty wacky attempts at reaching desired items, including a leap-up-and-grab technique that most certainly doesnât resemble a graceful gazelle (but does frequently tip over the wrong item on my return to ground). In a move I think of as The Light Saber, I find stick-like boxes, such as uncooked spaghetti, to poke at taller shelves in an attempt to dislodge and rain down overhead items into my arms (often barely missing my head and shoulders). You may correctly assess that these retrieval methods have varying degrees of success. (Why yes, I am very entertainingâor very embarrassing, depending on your POVâto accompany to a grocery store.)
Still, there are plenty of great things about small containers too. Many of my favorites also come in small packages: from various brightly colored candies to freshly popped popcorn to pockets and kittens and buttons and pens. And literary magazines.
Small-circulation literary magazines are a treasure trove for writers looking into publication. Some are associated with a particular school or university while others are run by an independent editor and/or their staff who are likely also writers themselves.
There are small literary magazines that wish to publish any genre you can think of as well as hybrid genres, such as prose poems and autofiction. Many literary magazines accept multiple types of writing, especially in the genres of fiction/short stories and flash fiction, nonfiction/essays, and poetry. Most literary journals are staffed by passionate lovers of literature and art who want to find meaningful work that they can publish and champion.
Small literary magazines may offer some remuneration, such as a cash payment (a literary magazine that took one of my poems recently paid me $5; an article I once sold to a print literary magazine for writers paid me $200).
A free contributorâs copy of the print issue or a free PDF copy are more frequently offered in exchange for publication. So why should writers want to publish in little magazines that are still building their circulation/read...