As writers, we are constantly told to write our stories for ourselves—to write stories we are passionate about, regarding topics that move us. Unfortunately that isn’t always what sells in the market. Which leaves a writer in a quandary: do you write about what you love, or do you write to satisfy consumer demand?

I started out my business life as a farrier, shoeing horses, dealing with half crazy clients, making appointments and working with other professionals in the industry. There are no consumer trends when it comes to horseshoes. Gimmicks, yes, of course. But consumer trends? Glittery shoes, shoes with pictures, brand name horseshoes, those sorts of things don’t apply to the horseshoeing industry and I never thought twice about “consumer trends.”

Coming into the publishing world I was at first overwhelmed by the fact that somehow I was expected not only to write for the consumer market, but also predict it. Last I checked I wasn’t psychic, nor did I have any ability to foresee the future. Yet that was what was being asked of me.

I quickly came to understand that if you noticed a consumer trend as it swept through the publishing world you were already too late. Let’s use an example. You notice that, by golly, little green leprechauns are making a comeback. You see the trend and you jump on it. By the time you write a book, edit it, snag an agent, sell it to a publisher, perform more editing and finally see your “Leprechauns Need Love Too” on the bookshelf, you are looking at a period of two years, if not longer. By then, leprechauns are out, unicorns are in and you have an unsellable book.

It’s easy as a writer to get swept up in the trends, but it will always leave you a step behind, just missing the boat. But wait, there’s more! Along comes a nifty little process called e-publishing.

Now this is where things get interesting. Let’s use the same analogy. You see that leprechauns are the next hot market. You start to write, have the book edited, copy edited have a cover designed and—BOOM—you’ve got your book out to the masses in less than four months, right smack in the middle of the leprechaun movement. You make a name for yourself and now you can write what you are passionate about because you have the readership to start the next new trend. You become the one who leads the pack.

Do you see how the consumer market can help and hurt? That’s the reality of consumer trends in the new publishing industry. Not unlike The Force (c’mon, I am allowed one Star Wars reference), the consumer market must be used wisely and with great discretion. Be aware that a trend can and will consume you if you let it, but it can also help you reap rewards that were otherwise unattainable.

Article written by Shannon Mayer for Moxy Magazine, September 2011. Image via Shannon Mayer.

Shannon Mayer has started her journey into the realm of self publishing at the urging of her agent. Her debut book, “Sundered” is the first in a paranormal romance trilogy (yes, she is watching the market on this one) set to be released in early September. To learn more about Shannon and her writing you can check out http://shannonmayer.blogspot.com or www.HiJinksInk.com or follow her on Twitter @Queryaddict.