The Pros and Cons of
Writing to Market
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.
Have you ever heard of "writing to market"? This is a popular concept among many writers and published authors, but it's also one that can be a source of confusion and controversy. In this article, we'll explore the pros and cons of writing to market and why it might or might not be right for you.
What Is Writing to Market?
Writing to market is simply the practice of creating story ideas or content based on the perception (whether confirmed or a personal hunch) of what is currently popular in the publishing landscape. If something is trending or new, writers may create stories that focus on those topics because they believe it will give their work a leg up in a very competitive market. This is often done with a goal of increasing sales or gaining more readership.
It's a strategy used by many authors and publishers alike to capitalize on those trends in order to drive more sales. For example, #BookTok is a force in the industry right now. And many writers are trying to scoop or get on the bandwagon of trends this way, because they see publishers really responding to this book marketing phenomenon.
The Pros of Writing To Market
For writers who are just starting out, writing to market can be an effective way to get their work seen by larger audiences and gain recognition for their stories. By tapping into current publishing trends, writers can create stories that—potentially—will capture the attention of readers who are already interested in those topics. Additionally, writing to market allows writers to stay up-to-date with popular culture which can help them stay connected with their audience and create stories that resonate with them more effectively. These are all great reasons to try writing to market.
The Cons of Writing To Market
The downside of writing to market is that it often requires sacrificing your originality or sense of artistic integrity in order to try and game the market. Sometimes, this results in works that seem derivative. Writers may find themselves compromising their own creativity in order to fit into existing trends, and this could lead to work that feels stale or formulaic over time. Some writers don’t like feeling this way.
Additionally, it can be difficult for writers to anticipate changes in trends which could mean they write stories that become outdated quickly or miss out entirely on potential success due to timing issues. Keep in mind that the books you see coming out today were acquired two, three, or even four years ago. Publishing takes a long time, and patience is one of your greatest assets as a writer. Remember to try and trend forecast, not just respond to existing trends that you see on shelves now.
Current events can also change at the drop of a hat. If you were drafting a kickass viral dystopia idea in late 2019, for example, but couldn’t get it ready in time to sell right as the Covid pandemic was ramping up, you might have missed the market entirely. By 2021, nobody wanted to read a viral dystopia, and by 2023, people were so over the idea of a viral pandemic that it might take a decade or so to get excited about viral dystopias again. (Unless there’s another pandemic in real life, of course!)
A TV show or popular movie can change the landscape as well. A fungal zombie idea might seem fresh and commercial after Mexican Gothic comes out, but derivative once The Last of Us premieres. There’s simply no way to know what’s in development across all industries, or on the horizon in world events, unless you spend all of your time keeping abreast of Hollywood deals and reading the news. (And I’d argue that your time would be better spent building up your writers tools and honing your craft. Also, sometimes if you see a similar-sounding book announced and freak out that “someone is stealing my book idea,” it might be a false alarm. So perspective is always helpful.)
Ultimately, whether or not you choose to write to market, your sensibility will depend on your goals as a writer and your own personal preferences on creativity versus practicality. (I’d argue that art vs. commerce is actually a false dichotomy, but that’s a rant for another day.)
If you're looking for ways to gain recognition quickly, then writing to market might be worth a shot. However, if you're looking for more long-term success as a writer, and more credit for the originality of your ideas, then focusing on creating unique stories that truly reflect your passions may be the better option. It all comes down to what works best for you.
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