If you spend enough time on book publishing forums, you will encounter the phrase "write to market." It feels dry and technical, something more at home in board rooms than at writing desks. Is it only for people who've turned writing into a regimented process?
It's for any writer. Understanding this aspect of writing can help you define your goals and publishing path. For debut authors, the theory behind writing to market can help them find publishing success. I'm looking at the pros and cons of writing to market today.
What is "writing to market?"
Writing to market, at its simplest level, is writing in a way that reflects specific existing interests. Some types of writing to market are simple, while others are more intense.
Examples of ways to write to market include:
Researching the genre you're writing
Reading guides about the genre you're writing
Reading books that are similar in tone, style, or audience to the book you want to write
Keeping track of current events and trends
Timing your writing to follow cyclical events, like elections or the Olympics
When Siretona Creative performs an editorial assessment, we consider whether the book’s genre matches the author’s claims. A strong genre fit simplifies a book’s publishing process. That doesn’t mean a book is written to market.
The Pros of Writing to Market
Increased Chances of Success
Big traditional publishers make their decisions based on market trends. They want to make sure that any book they agree to publish will meet sales targets. Writing to market can make getting an agent or a traditional publishing deal easier because the keyholders will understand how your book fits the market.
Smaller publishers and self-published authors can also see more success if they write to market. Recognizing themes and trends that readers enjoy can increase sales and make marketing decisions easier.
Targeted Marketing Strategy
If a book is published, but nobody is there to read it, does it make an impact? Writing to market can make it easier to appeal to readers. Since you already know what your market expects, you can focus on elements the readers will enjoy.
Influencers and reviewers will recognize your book fits their audiences. They can promote your book, giving you more attention and sales.
Better Collaboration
Understanding how your book fits into markets makes recognizing suitable collaborators easier. You can search for editors that work with books like yours, getting more relevant advice. You can tailor your cover to appeal to your readers. You can work with marketers who recognize how to appeal to your readers.
It can also help you understand advice that isn't helpful. For example, a respected fellow author might suggest adding more varied language to a book aimed at early childhood readers. The advice would make the book harder to read, and less successful.
The Cons of Writing to Market
Creative Constraints
A heavy focus on following market trends can cause authors to change their work just to fit an audience. They can feel pressure to conform to reader expectations even when they want to innovate. They can feel stifled, uncomfortable and might abandon the project entirely. In the worst cases, constraints can result in a book that nobody likes.
Short-lived Trends
Trends change. If you're a slow writer, or you're writing a long project, the trend you researched might be outdated when you publish it. Markets for books can become oversaturated, or something that looks like a trend is a fluke. Standing out can be challenging if every book on the shelf looks like yours.
Disconnect with Authentic Voice
Writing to market can make your work feel inauthentic and forced. Authors might be convinced they need to add elements they don't like to sell more copies. Debut authors can fall into a trap of shaving off bits of their writing to make it more palatable to a general audience. The end result is hollow. They can stress so much about what readers want that their work is meaningless.
Finding a Balance
Blending Passion with Popularity
You don't have to chase every trend or follow every genre point exactly to have a successful book. Readers will not care if your midpoint falls 51% of the way through the manuscript. Balancing your passion with reader expectations can give you the freedom to experiment while still appealing to markets.
For example, an author writing a faith column might want to share her favourite casserole recipe. Publishing that recipe might confuse readers. Telling a story about the casserole and including the recipe in it will appeal to readers and let the author flex her creativity.
How should you write to market?
In my opinion, the best way to incorporate writing to market into your work is to understand your genre and ideal reader. That means knowing that a romance novel must have an optimistic ending, memoirs must focus on a specific aspect of the writer's life, and self-help books must give actionable advice. It also means recognizing that intricate trade disputes will bore an eight-year-old to tears.
Chasing trends only tires you out. Feel free to ban trends you hate from your writing. You'll have more time to focus on work that is uniquely yours.
Writing to market can make a book easier to publish and sell. It can also be a stressful experience that results in subpar, stiff work. Every author will have a different experience with writing to market. Consider how these elements might impact your work. Even if you hate the concept, you might find an aspect that suits you.
Getting professional eyes on your work is the first step to turning a draft into a debut book. A free half-hour Siretona Creative discovery call can guide you through the writing process and see if your book is ready for editing. We'd be happy to help you bring your compelling book to life.
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