Crafting Your Publishing Strategy


By Mary Kole

Mary Kole is a former literary agent, freelance editor, writing teacher, author of Writing Irresistible Kidlit, and IP developer for major publishers, with over a decade in the publishing industry.

Writing a book can be both a grueling and rewarding experience, but the publishing process is a whole new game that requires a different skill set than the one you’ve been using thus far on your writing journey. Many writers overlook the importance of developing a comprehensive publishing strategy, focusing only on perfecting their craft. While developing your writing style and adding tools to your writing toolbox are both very important, you should also keep an eye on the market, especially if you hope to be traditionally published. Having a solid publishing strategy is crucial if you want your book idea or complete manuscript to reach its target audience and succeed in the market. In this article, I’ll explore your available book publishing options, from traditional publishing to self-publishing, talk about why creating a marketing plan should be an integral part of your publishing strategy, and add some context from my years as a literary agent and industry insider. Get ready to discover everything you need to know to set yourself up for a successful publishing journey.

Publishing Strategy Option 1: Traditional Publishing

Traditional publishing, although it’s more difficult to break into, can offer aspiring writers some major advantages. The publisher will cover the costs of publication, such as editing, cover design, printing, distribution, and some book marketing (though writers are expected to do their own book promotion and develop an author platform as well). However, traditional publishers are highly selective and have different submission guidelines for authors to follow, if they take unagented submissions at all. Most major publishers are closed to unsolicited manuscripts without a literary agent, so getting their attention can be a challenging task and may take longer than anticipated.

publishing strategy

Publishing Strategy Option 2: Independent Publishing

A publishing strategy that involves independent publishing, indie publishing, or self-publishing has become popular over the past decade with the rise of platforms like Amazon Kindle, Ingram Spark, and Kobo. Self-publishing offers the author more control over their work, from the initial manuscript to the cover design, distribution, and marketing. With independence, though, comes more responsibility, and this means that authors will have to devote a considerable amount of time and money to their publishing efforts. There are no checks and balances for quality with self-publishing, so nothing stands in the way of an individual hitting “publish my book.” That means editing, proofreading, and all of the other functions a publishing house would normally play are the writer’s burden. It's a growing field with lots of opportunities and can be profitable if done well.


Publishing Strategy Option 3: Hybrid Publishing

Hybrid publishing combines traditional and independent publishing business models by providing services for authors who want to maintain creative control while receiving the benefits of professional editing, design, and promotion. Hybrid publishers theoretically also provide full transparency, which means the author knows precisely what they are paying for and what services they will receive. However, all of this comes at a steep cost, and there is often a lack of quality control. Many a publishing scam operates behind a vanity press facade, as writers tend to (rightfully so!) get emotionally invested in their projects and will take any book contract offered, even one that asks them to pay money.


Publishing Strategy: Marketing Your Book

No matter what publishing strategy you choose, developing a marketing plan should be on your agenda. As a writer, it is vital to have an author platform and an online presence across various social media for writers platforms. Connect with your readers and build a community around your work by interacting with them regularly and generating reader engagement. You can also consider attending book fairs, engaging in book tours, and book signings. You can also reach out to book bloggers and reviewers to increase your visibility. Be prepared for an uphill climb with any kind of book marketing, though, as this can be the biggest challenge for both independently and traditionally published writers.


Developing a Publishing Strategy

Developing a publishing strategy can be intimidating, but it's necessary for any writer who wants to succeed in this competitive industry. Start by setting writing goals for yourself and answering the following questions: What kind of book idea do you want to write? Who is your target audience? Do you want traditional publishing, or independent publishing, or a hybrid approach? How much are you willing to invest in your book, if anything? What might your author brand be, and what are you willing to do to promote your book? Answering these questions will help you define the path you want to take and establish a clear vision for your publishing journey.

Creating a comprehensive publishing strategy takes careful planning, research, and attention to detail, but it's a must for aspiring writers who want to make a career out of their creative work. Whether you plan to pursue traditional publishing or self-publishing, having a well-thought-out plan in place will give you a significant advantage towards success. Remember to invest time in effective marketing strategies and to interact with your readers, build trust and a loyal following, and make genuine connections in the writing community and with other authors. With a solid publishing strategy and dedication to your writing craft, the sky's the limit.

Click here to purchase Writing Irresistible Kidlit, my book on fiction craft for MG and YA novels, out from Writer's Digest Books. This will show you my writing craft philosophy and give you lots of valuable advice, including tips for the novel revision process and self-editing. There are over 35 example novels cited and discussed throughout. It’s a valuable resource for any writer’s toolkit.

Click here to purchase Successful Query Letters, my book on query letters, including over forty examples with comprehensive notes on each one. There’s a ton of submission advice, best practices, and insider information in these pages, and you’ll really enjoy seeing what other writers are doing in the slush.