The Purposeful Prose Advice Column: Here’s the Thing About Marketing and Publishing

Dear Purposeful Prose,

Lately, I’ve been seeing a lot of published books and book deals come through because people go viral online or do well on fanfiction websites. I’ve also seen self-published authors get picked up by publishing houses after doing their work. How are decisions like this made and why do authors choose to go with traditional publishing houses even after building their audience?

While I won’t be able to answer this question comprehensively, I will be able to address a few points. It is extremely difficult to go about a querying journey, and getting published by a traditional publishing house takes a combination of skill and luck. Personally, I do believe that luck plays a more significant factor than we give it credit for. To address your first point about authors getting picked up after going viral on social media or a fanfiction website, publishing companies are companies first and foremost. In order to sustain themselves, they need people and concepts that make an audience and engage an audience. It’s no secret that several incredibly popular modern authors began in fanfiction. Andy Weir, author of The Martian and Project Hail Mary, used a combination of fanfiction and growing virality to develop his writing voice and audience. His most popular fanfiction is based in the world of Ready Player One and was heartily embraced by Ernest Cline. While I do have complicated feelings regarding Ready Player One, I do respect Cline’s endorsement of Weir and love to see authors supporting one another in their respective journeys. 

In my opinion, while Weir’s writer’s voice would still effectively carry, his reputation and legitimacy exists because he was picked up by a traditional publisher. The publisher likely took note of Weir’s built audience and saw that as proof of success and security. It was both safe and smart to invest in him. By the same token, it was smart of Weir to agree to be backed by a publishing house. While it is important for him to sustain the audience he has, a publisher can ensure that Weir has access to services that self-published authors would usually have to vet for themselves. 

In terms of editing, formatting, design, marketing, a self-published author would normally have to make every call. While this work is possible, and many authors do it to great effect, it can also be draining. I’ve heard of self-published authors feeling defeated after putting years of work into their manuscript only for it to feel unprofessional and less than. Having the backing of a publishing house means that authors have resources, the space, and more time to dedicate to the craft they love. 

The decision to self-publish or to query is a deeply personal one, and the internet increases opportunities for success in theory. Then again, there’s luck. I understand that “getting pushed on the algorithm” due to using certain key words, etc. happens, but the landscape in which we live and work is not static nor is it wholly unforgiving. Achieving virality as an author is a gift, and it’s amazing to see so many indie authors celebrating their journeys and lifting up other authors through theirs. 

By the same token, lacking virality does not mean you are unskilled or incapable. It means that, right now, you’re caught in a wave that you should not stop riding. Keep posting. Give yourself a portfolio that you can lean on. 

Who knows? Maybe your fanfiction can bring out something in your talents that a publisher will take notice of. It’s more than possible.

If you have a writing or editing-focused question, I would be more than happy to dedicate a post to you. Contact us with any questions you might have or to schedule a free consultation with yours truly!

All submissions will remain anonymous unless you explicitly request for me to include your name.