The Things You Can Learn at Starbucks
This past week, Starbucks has been pushing a new item, a line of instant coffee. I admire their tenacity; every time I go to my local Starbucks - which would be once a day - I am asked, very cheerfully, “Do you want to try our new instant coffee?”
The first couple of times I chuckled and declined politely. Then I started to get annoyed. The kicker came when I was at the register buying a pound of whole bean Cafe Verona. I wanted to take the cheerful barista by the shoulders and shake her and yell, “Do I look like a person who drinks instant coffee? I’m in here once a day buying whole beans or a double tall nonfat caramel macchiato. What are you, nuts??”
This is why I’m not sure their new instant coffee will succeed; it seems kind of stupid to me to try to sell instant coffee in an actual coffee house. It’s like trying to sell Paula Abdul’s line of jewelry in Tiffany’s; it might be a good product, but it’s definitely the wrong audience.
But it’s a lesson that all authors can stand to learn. Just as it’s stupid to try to sell instant coffee to whole bean addicts, it’s not very smart to put an alien spaceship in a literary novel. Or decide not to have your hero and heroine so much as kiss chastely in a romance novel.
In other words, know your audience.
This isn’t selling out - although I know some authors who might feel that way. I know some authors who feel it’s beneath them to write for people who actually enjoy reading (not to mention buying) books in bookstores. There are some authors who feel as if they’re allowed to break every rule, every convention there is, because they’re special. (Or brilliant or better than everyone else or independently wealthy; sometimes all of the above.)
Well, OK. But me, well - I’d rather write books that adhere to some kind of convention, because conventions are defined by the reading public, and publishers like to publish books that this reading public might actually buy, and that’s kind of my goal. To have my work read. So I try to know my audience. I think about them while I’m writing. It’s a fine line; you can’t be paralyzed by all those unknown eyes, watching your every move. Yet you can’t write in a vacuum, either. I’ve talked about how important it is to read what is being published today; these are books that have a defined audience, and it’s smart to understand how they abide by certain conventions.
Yet I feel that the most creative of people thrive under these conditions; they find ways to be innovative, be daring, within these confines. It’s much harder to be creative when you’re writing for an audience. It’s so easy to write whatever the heck pops in your head, and call it genius, when it doesn’t adhere to any rules. A child can do that.
But it takes a talented author to carry off the trick of being both creative and fresh and exciting, while knowing the audience she is writing for. People do expect certain things in their books. Book club members - and I’ve learned this firsthand - like to laugh a little, cry a lot, and have something faintly controversial to discuss over wine and cheese. It’s not selling out to try to include these elements in your writing; it’s smart, and it’s a challenge to do it in a fresh way, and that’s what makes good authors great. Rising to that challenge.
So know your audience, and write up to it. That’s how I prefer to see it - it’s not writing down, writing to the lowest common denominator. It’s writing up, writing to a smart, discerning group of people who know what they like, but who want to be astonished anew, every time. They may like whole bean coffee (instead of instant, Starbucks!), but think how many different varieties of whole bean there are.
And now I am finished beating this particular caffeine-fueled analogy into the ground -
Because I know my audience.




