In the NH Writers’ Project Members’ Community on Facebook, we recently posed a question to our group: What is some bad advice you have received for marketing your writing or book? One member responded with a piece of bad marketing advice they had encountered multiple times: “Write to market.”
They explained that at every writers’ conference and retreat they attended, they were told to visit bookstores, see what’s selling in their genre, and write something similar. The idea, of course, was to follow trends in hopes of selling more books. However, they felt this advice was encouraging “more of the same”—a strategy that leads the literary community to chase its tail, stifles creative innovation, and floods the market with mediocre books that may make a little money but lack lasting impact.
In response, we shared our thoughts on why this is indeed bad advice. The message should have been something like: “See what’s on the shelves and follow your own path.”
Here are the reasons why writing to market is a flawed strategy for most writers:
It Stifles Creativity
Writing to follow current trends confines an author’s creative freedom. Rather than exploring new ideas, writers are encouraged to replicate what’s already been done, which ultimately hinders innovation. Great books stand out because they bring something fresh and unexpected to the table, not because they mirror existing bestsellers.
It Contributes to Market Saturation
By chasing what’s already popular, authors add to a market already overflowing with similar content. Readers will eventually tire of seeing the same types of books, making it even harder for any one title to stand out. This oversaturation benefits no one in the long run, as it creates a sea of mediocrity that dilutes the quality of the literary market.
Short-Term Gains, Long-Term Losses
What’s trending today might not be trending tomorrow. Writing to market means playing catch-up with trends that are ever-changing. By the time a book is written, edited, and published, the trend might have passed. Chasing trends results in fleeting success at best, without the long-term rewards that come from building a loyal readership.
Readers Can Sense Inauthenticity
Books written solely to capitalize on trends often feel formulaic and uninspired. Readers can detect when a book lacks passion or authenticity. In contrast, when writers follow their own creative instincts, their passion shines through, and readers are more likely to connect with the story on a deeper level. Authentic writing builds a devoted audience over time.
It Limits Artistic Growth
Following market trends limits a writer’s potential to grow and challenge themselves. True artistic growth comes from pushing boundaries and taking risks, not from playing it safe by mimicking what’s already popular. Writers who focus on their own creative journeys are more likely to develop a distinct voice and hone their craft, leading to stronger work in the long run.
Missed Opportunity to Build a Loyal Audience
Writing what you are passionate about helps attract readers who share your interests and values. These readers are more likely to become loyal fans who will stick with you for future projects. Writing to market might gain some initial attention, but it’s unlikely to foster the deep, long-lasting connection that comes from telling stories that truly resonate with both you and your audience.
Instead of chasing fleeting market trends, authors should focus on honing their craft, developing their unique voices, and telling the stories that matter to them. While writing to market might offer short-term appeal, the true path to long-term success lies in writing authentically and passionately. Readers are always looking for fresh, original voices—so don’t be afraid to carve out your own creative path!
