How to Write to Market and Boost Your Book’s Chances of International Success
Whether you’re brand new to writing or have spent your career in the author trenches, most authors find it a challenge to make their work stand out amidst a sea of books.
It’s common to hear something along the lines of, “write whatever is in your heart!”, as a way to encourage authors to keep going on the sometimes isolating journey of writing a book.
While artistic expression is important, we here at DropCap constantly see that a successful book isn’t always the best written or most creative.
The truth is that many of our foreign rights success stories can be attributed to books that were written at just the right time.
The concept of "writing to market" is controversial. Many creatives say that writing a book with the intention of capitalizing on a current trend or topic stifles the process and compromises their artistic integrity.
While we don’t disagree, in our work as foreign rights agents we know that writing to market can be a powerful tool in an author's arsenal.
What does it mean to “Write to Market”?
Simply put, “writing to market” refers to the practice of crafting books that align with the current demands, preferences, and trends of the target audience.
It involves understanding the market landscape, analyzing readers' interests, and strategically tailoring one's writing to meet those expectations.
Smart authors who employ this strategy embrace the opportunities to create stories that resonate with readers while staying true to the author's voice.
What is ChatGPT Doing… and Why Does it Work? by Stephen Wolfram, seen here translated into Japanese, is a great example of a book that was written at just the right time to meet market demand. In the span of a few months, it has received 11 translation rights contracts and the highest advance in DropCap history.
Identifying Your Target Readers
The first step is to identify your target readers.
These are things you are already doing as an author: considering factors such as age group, gender, interests, and reading habits.
We recommend literally envisioning your ideal reader, so you can create characters, narratives, and themes that will resonate deeply with the intended audience.
Don’t worry about trying to write for a specific geography. As we often say at DropCap, the best titles for translations are ones that have universal appeal and a message that will resonate across multiple continents.
With all the talk about Gen Z’s influence on culture, as well as how their mindset has the capability of shaking up the industry, it’s no wonder that What Would Gen-Z Do?, published by Familus, has already received two international rights contracts and is one of our most popular titles in our database.
Balancing the Data with Your Own Creativity
It’s not uncommon for authors to think that writing to market stifles creativity. We understand the concern, but disagree.
Writing to market encourages authors to find the balance between originality and familiarity.
By identifying successful elements in a genre or market, authors can incorporate them into their own work while adding their unique twist.
It is the fusion of fresh ideas with familiar elements that captivates readers and sets books apart from the competition.
Knowing what’s resonating with your readers is key to connecting with them organically. Authors who are deeply connected to their audiences are likely writing to market without even knowing it!
BFF or NRF? A Girl’s Guide to True Friendships, strikes a perfect balance of creativity and a message about navigating relationships that is always trending. This title from Familius has already been licensed in Korean and Polish.
Writing to Market in Your Authentic Voice
Your authenticity and passion for your subject matter are always most important, whether you are consciously writing to market or not.
Readers can sense genuine enthusiasm and dedication, and it is these qualities that our foreign rights buyers are looking for when they express interest and download your book for review.
Your unique voice, experiences, and perspectives are precisely what is going to make your book stand out in the crowded international book market.
On our rights agents’ wishlists for this year:
More books about navigating Artificial Intelligence (AI)
Books about inclusion (children’s books, business books, etc.)
Books that lend themselves well to merchandising material like card decks and plush toys
A modern spin on classic stories and reimagined fairy tales
Cinderella, You Bitch: Rescue Your Relationships from the Fairy-Tale Fantasy, published by Wonderwell, has sold Worldwide rights in Spanish.
The Market is Always Evolving—Go With It!
Writing to market does not mean chasing fleeting trends; it involves understanding and evolving right along with your readership.
Being adaptable will help you build a loyal readership and consistently deliver books that cater to your audience.
And the bonus for us is that any successes you have domestically will help set your book apart in the foreign rights market!
Rights agents Allison Olson and Monica Meehan at IBPA’s PubU conference in May, 2023.
Be sure to list your book on our exclusive foreign rights marketplace and take advantage of all the ways we can help connect your book with interested rights buyers around the world.
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