Most genres carry a target audience with them like a parade float... there’s an ambiance that readers expect when they enter that world. As a novelist, you violate that expectation at your own peril.
http://storyfix.com/6-ways-novelists-can-use-target-marketing-a-guest-post-from-jan-bear
Given example:
“Once upon a time, there was a little girl who always wore a red riding hood. . . .”
{T}ell it as a spy thriller... as a historical romance... as a deep-space science fiction.
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