The question of identifying an audience for one’s writing is a salient one, especially when it comes to fiction genre. Recently, I worked with a client who had written, by all accounts, a middle-grade novel. It has fantasy elements, an eleven- or twelve-year-old protagonist, rich themes that have to do with the coming of age time period, etc. etc. etc. But my client hadn’t really thought of the work as MG. Instead, he’d envisioned it as a crossover, perhaps close to THE BOOK THIEF in terms of potential market reach. Basically, he wanted to tell a story and then let the market decide where it fit.
We ended up having a lot of very interesting talks about this idea. Long story short, however, that’s not really how it works. When you’re writing something, you want to have some idea of where it will fit, per my recent post about children’s book writing trends. If you gently leave it up to the publishing gods to decide, you may not get very far. First of all, agents and editors like writers who pitch their projects confidently and know at least a little something about the marketplace.
For all intents and purposes, the project in question seems very MG, even if that was never the client’s conscious intention. And if it walks like a MG, and it quacks like a MG, if my client doesn’t pitch it as a MG, he’s going to get some raised eyebrows. Furthermore, if he doesn’t pitch it as a MG, it may just get slotted into that category by agents and editors alike anyway. If he were to query adult fiction agents with the project, as I’ve described it, I guarantee most would say, “This isn’t my wheelhouse, this sounds like MG. You should be querying children’s book agents.”
You can always say, as my client did, “Well, I sure would like to tap the crossover audience and sell this to children and adults, please and thank you.” Wouldn’t that be nice for everyone? When identifying an audience, most people would love a crossover hit like THE BOOK THIEF or THE CURIOUS INCIDENT OF THE DOG IN THE NIGHT-TIME. Selling the same book to two different markets? Yes, please.
The problem with a crossover is that you can’t aim for one, however. I have said this before and I will say it again (and again and again). The only person to decide that is a publisher, and most won’t take the risk of trying to publish across categories. This strategy is reserved for only a tiny fraction of all books that go to print. And sometimes, a crossover only becomes a crossover when it’s published in one category first, then the other, and it happens to gain traction in both.
What I’m saying is, it’s a lot easier to set some lobster traps than it is to drag the whole of the sea. At least with the former strategy (picking a concrete category or fiction genre), you will probably catch some lobsters. With a wider net, you may catch everything, but there’s a big chance you’ll catch nothing, or a whole lot of garbage. This is not an example of identifying an audience.
Many beginning writers think that putting, “This book will appeal to everyone from age 1 to 101!” is a huge selling point. Who wouldn’t want to sell to everyone from 1 to 101? That’s, like, billions of people. Why wouldn’t a publisher want to sell billions of books? Unfortunately, this line of thinking is delusional. Any marketer will tell you that your catchment area is too big. What a one-year-old likes is very different than what a 101-year-old likes and that’s actually a good thing.
So I advised my client to either a) become okay with the idea of pitching his story as a MG, or b) edit the story and weave in several elements that would give it more appeal to the adult fiction genre marketplace. This isn’t too far-fetched because there are a lot of books set during the “coming of age” period that go on to publish in the adult realm. That 9-12 or 13-18 age range isn’t just for children’s novels. The revision route is obviously the taller mountain to climb, but, if it fits the client’s vision for the book better, then it’s what has to happen.
The jury is still out on what this client will choose to do, but I wanted to bring the situation to everyone’s attention, because it contains some valuable truths about “picking a lane”, identifying an audience, choosing a fiction genre, and thinking about the category of your own work.
Wondering if your idea has market potential? Hire me as your book editor or manuscript consultant and I can give you feedback for where your project might fit into the publishing scene.