Should You Write Books for the Market?

My dear authors,

Think of this as a small cry from my editorial soul, though not a tragic wail, more like the dramatic sigh of someone who has just read their 400th “Should I write for the market or follow my heart?” post on the internet.

Over the last few months, I’ve had the exact same conversation with multiple clients. And here’s the thing: if a handful of you are wondering about it, chances are there’s a whole crowd silently chewing their pens over the same dilemma.

Should you write for the market? Or should you write whatever your rebellious heart desires?

I would love it if there were a single, divine, unquestionable answer. Some God of Storytelling descending from the clouds to say:

“You there! Write cozy mysteries about retired pastry chefs solving crimes in Cornwall, it will make you millions!”

But alas, the heavens remain quiet, and you’re stuck with my personal (but professional) opinion instead.

First, Let’s Define Our Terms

Writing for the Market

This means paying close attention to what’s currently popular, what sells, and shaping your book to fit that mold. Think of it as literary trend-chasing. Right now, that might be romantasy with a morally gray love interest or small-town romance with grumpy-sunshine couples.

Writing for Yourself (a.k.a. Writing for Expression)

This is when you ignore market trends entirely and write what your soul insists on, whether that’s a historical novel about a Venetian glassblower’s existential crisis or a dystopian satire.

I’ve worked with authors on both sides of the fence. The truth is, market-focused books can sell spectacularly and also flop. Deeply personal passion projects can find cult followings or vanish into the void.

My Thoughts

If you spend all your time peeking at what other authors are writing, you’ll start to feel like a musician who only plays covers, never writing a song of their own. What another person gives is theirs. Your job is to find your own, and then give it generously. Case in point: there are hundreds of “Fourth Wing” lookalikes hitting the shelves this year, but only a few will truly shine. Why? Because most forgot to make it their own.

Instead of asking, “What’s trending and how can I grab a slice of that pie?” try asking, “What can I give readers that they’re hungry for but aren’t getting enough of?” That tiny shift from taking to giving changes everything.

And if you do decide to write for the market, please, don’t erase yourself in the process. The market might lure readers in, but your voice is what makes them stay. Strip it out, and you’ll end up with the literary equivalent of biting into a gorgeous-looking pastry only to find it’s filled with air.

Remember, markets shift fast. Today’s trending trope can easily become tomorrow’s cringe compilation. But a strong, authentic voice is timeless, it works across genres and decades. Plus, readers can always feel when a book was written with genuine passion versus pure obligation. If you’re just following a trend without any heart behind it, the cracks will show, and no amount of smut can patch them up.

So what’s the sweet spot? For me, it’s somewhere in the middle. Understand the market. Know what readers love and what makes books sell (your developmental editor can also help you with it.) But then weave in your quirks, your obsessions, your voice — the stuff only you could bring to the page. That way, you’re not just another book on the shelf. You’re the one that people remember.