Write to Market

I belong to a wonderfully supportive writer’s group where, over the years, we have struck a balance between supporting each other and offering constructive criticism to help each other improve our craft and our manuscripts. It is a multi-genre group, primarily fiction, but with poets and non-fiction.


This week, John Putnam, one of our most successful authors, who has written several historical Western novels about the Gold Rush, explained how having taken our prior comments into account, is keeping a specific action scene. He had given it some thought and decided that it aligns with his target audience. None of us generally read Western novels and I admire how he has stuck to his guns (probably Colt 45’s or a trusty Winchester!) and, while considering our advice, has stayed focused on what his readers want and expect.

At the same meeting, a wonderful colleague mentioned how she thought some of my female characters in Kingfisher: Slave to Honor were too dark for her taste. It is a fair point and I am wondering about balancing her feedback with the fact that this manuscript is meant for a Grimdark / adult Medieval Fantasy audience (think Joe Abercrombie, Brent Weeks, George R.R. Martin). 

The concept of Write-to-Market is to know who your target audience – your readers – are and what they expect. Your mother might not like it even though she still claims you’re the greatest author ever, but then she does not buy other novels in your genre.

I listen to many podcasts, read marketing books and articles, hopefully by successful authors as I try to fathom my way through the ever-changing tools available to market the Wycaan Master series. A commonality among these authors is the need to write for those who read your books. It sounds simple, but I’ve lost count of writers who have assured me that everyone would love their novel – and I ran a writer’s marketing group for years for the California Writers Club and spoken to various forums on the topic.

It is incumbent to understand who are reading your genre, where they hang out, and what they want. How do we find that out? Here are a couple of ideas:

  1. Goodreads – the Facebook of bibliophiles has groups dedicated to genres. Hang out there and don’t just sell your books, ask good questions to mine for data you really want.
  2. Follow Successful Authors – choose 3-5 authors who are several rungs ahead of you and follow them. Check out their website, subscribe to their newsletters, follow them on twitter and, read their books (buy them – they rely on royalties just like you).
  3. Kindle Boards – I feel a bit hypocritical here because I only go there when I want an answer to something. But I am always so impressed by the enthusiasm and honesty of those who hang out there.
  4. Survey – solicit your contact list for advice. I did this years ago when The First Decree was published and learned a lot about who was reading my novel and how popular the Young Adult epic fantasy is with adults.

Trilogy - 1 

I hope this blog post has inspired you to focus on your target audience and take the time to research before you invest time and money in certain marketing tactics. It has helped me. I am planning a survey of Grimdark / adult Medieval Fantasy readers. If you’re a member of the tribe, I hope you’ll participate.

Good Writing,

Alon / elfwriter 


Alon Shalev is the author of the 2013 Eric Hoffer YA Book Award winner, At The Walls of Galbrieth, and five other Wycaan Master books all released by Tourmaline Books.

More on the author can be found at his website and you can sign up for his quarterly eNewsletter here.


Author Interview – Winterview!

Thank you to my colleague, author K. J Harrowick for taking the time to interview and post this. Good luck with the Winterview series and for making our winter a little less cold and dark. 


Perhaps there is no better time to stay home and warm, snuggling with a good book. Hang in there, everyone: Summer is Coming. 


Alon Shalev is the author of the 2013 Eric Hoffer YA Book Award winner, At The Walls of Galbrieth, and five other Wycaan Master books all released by Tourmaline Books.

More at http://www.alonshalev.com and on Twitter (@elfwriter).

Trilogy - 1





Publishing by Popular Vote

A few months ago, I wrote about the new publishing model and shared that I have entered Kingfisher: Slave to Honor, my latest novel into the mix.

Kingfisher Cover

Briefly, Inkitt is a publisher who, through a range of analytics, bases their decision whether to publish by judging people’s responses to a novel. They define themselves as “the first reader-powered book publisher.” One hundred people downloaded the novel in an amazingly short period and some have read and left reviews. If you are one of these: THANK YOU!

Whether you have read it or not, in less than five minutes, you can help me secure a book contract:

If you downloaded the book:

  1. Please read (or skim through if you are pushed for time), answer their questions, and leave an honest review.
  2. There is a button to vote. Please vote!

If you have not downloaded the book but follow my work, please click here and vote for the book.

Kingfisher: Slave to Honor is not a Young Adult novel. It is medieval fantasy and has an edgy sliver of grimdark running through it. If you purchased the Wycaan Master series for your children, this one’s for you.

Thank you for taking a few minutes to help me realize my dream of getting Kingfisher a publishing deal. It means a lot.


Alon / elfwriter


Alon Shalev is the author of the 2013 Eric Hoffer YA Book Award winner, At The Walls of Galbrieth, and five other Wycaan Master books all released by Tourmaline Books. The link above takes you to the Kindle versions. For all other eReaders, please click here.

More at http://www.alonshalev.com and on Twitter (@elfwriter).

Trilogy - 1


The Gift of Escape

T’is the season of goodwill, so first, happy holidays and may you and yours enjoy a new year of good health, love and friendship, and the realization of whatever goals you dream of. Thank you for supporting my writing and for your wonderful feedback and encouraging messages. I treasure each and every one of you. 

This eNewsletter started out as a shameless plug to entice you to buy paperback copies of the Wycaan Master series as gifts for your dear ones, especially young adults. If you live in the San Francisco Bay Area, I am happy to try and meet, to sign and inscribe a personal message.

But as I wrote it, this message became something quite different.

Asif reading series

2017 has been a tough year for most people, but I want to focus on those who are coming-of-age, It is difficult for any young person to be oblivious to what is happening in this country or abroad. The world is a darker, more violent place, where selfish self-interest seems to cast a depressing shadow over all.

Where can a young person look for inspiration and respite? I am not advocating for them being cocooned and oblivious to those who cry out for help or to ignore the injustices around them. But in a world of 24-hour news on every platform, the millennial and Gen Z are growing up fast…too fast. This is about gender, color and sexual preference. This involves everyone. My sons are white and straight (as far as I know), but their friends transcend these definitions.

Frodo and Sam1

Think back to a time you lost yourself in a book series. Did you ride the dragons with Eragon and Brom? Accompany Frodo and Sam into Mordor? Whatever the novels that come to mind, think back and remember how it consumed you for a precious few weeks or months. Recall the heroes and companions along the way and what they taught you.

When I wrote the Wycaan Master series, I did so with a strong impulse to impart certain values to my sons. I wanted them to value friendship, honor, to be aware of the responsibility and abuse of leadership. I desired that they be aware of inequality and intolerance. I learned early on that lecturing them is the least effective method and I harnessed their love of stories to share what I wanted to convey.

These values are as relevant today as they were back then and they are under assault now with a greater intensity than I could have imagined when we sat under the majestic redwoods in 2011 and first summoned the Wycaan Masters.

DSCN0193 Taking a journey through a book series remains a memorable and powerful experience for people of all ages. It offers the reader an opportunity to step back for a while, to soar to a new land, bond with characters who take on great challenges in the name of the very values we want to believe in. It is a chance to dream, to be by yourself but never alone.

 So, as we enter the season of gift giving, perhaps consider giving a present of an epic fantasy series. Whether it is the Wycaan Master books or others, it will be appreciated long after the holidays lights are extinguished and the Starbucks’ Peppermint Mocha removed from its menu!


Here is a review on Amazon by someone who calls herself Mother-of-Four:

My almost 12 year old son read this book for his summer book review project (prior to 6th grade). This is his review:

Seanchai, an elf is living in a world in which human rule, dwarves hide in the mountains and elves are slaves. Seanchai is trying to recreate a great alliance between men, elves and dwarves in the land of Odessiya. The emperor does not want Seanchai to recreate the alliance and sends out men to attack Seanchai and his companions. Seanchai takes safe harbor with a woman named Mhari who teaches him the ways of Wycaan’s. Mhari is the last of the Wycaan’s. They are great masters of magic and great storytellers. His friends are captured at the walls of Galbrieth. Seanchai and Mhari go and save them and take down the garrison. In this book, Seanchai successfully recreates part of the alliance. In the next book, he will hopefully bring the dwarves to join the alliance.

At the Walls of Galbrieth teaches you about the good and bad things in life. I think Seanchai is an interesting character, because he always has to choose between his friends and his destiny but no matter what anyone tells him he always chooses his friends. I like this book because each and every one of its characters have their own secrets. I like this book because it fills you with curiosity and you never know what will happen next. This medieval fantasy story is filled with action, suspense, and adventure, it is entertaining and interesting, and it teaches about friendship, and loyalty. I couldn’t put it down.

This is why I write!

Happy Holidays and thank you for your support, 



Alon Shalev is the author of the 2013 Eric Hoffer YA Book Award winner, At The Walls of Galbrieth, and five other Wycaan Master books all published by Tourmaline Books. The link above takes you to the Kindle versions. For all other eReaders, please click here

Learn more about Alon Shalev and his novels here and download a free copy of his latest novel as a publisher gauges interest – . Help secure a book contract by reading and leaving an honest review.

Kingfisher Cover


Flights of Fantasy: Grounded in Reality

At a book event in the summer, I was asked who I would most like to meet. I think my audience expected me to say J. R, R. Tolkien, Terry Brooks, or any one of a dozen fantasy authors that I look up to in awe. I admitted I would like to meet them all, but if I only have one choice, I would not choose an epic fantasy author.

If I could meet only one person from my Heroes/Heroines list, it would be Malala Yousafzai. I wrote a blog post a while back about her – She is Malala and I am Crying – so I will not write here why she is such an amazing woman. I have the honor of serving and meeting incredibly brave people who risk everything for a better world. There are also people in positions of privilege who leverage their resources to create a better world – I would love to meet Melinda and Bill Gates or Warren Buffet, for example.


We as fantasy readers and authors have the privilege to live in two worlds, the real and the world created by the author we are reading, or the world we have built as authors. As fun as the latter is, we have an obligation not to ignore the former.

A reader told me last month how much she enjoyed my social justice themed novels: The Accidental Activist and Unwanted Heroes. She said that perhaps in this political environment, I should be focusing on that genre rather than my elves and dwarves.

moz-screenshot                                 Unwanted Heroes cover Heavy

I know this person and am sure she did not intend to rebuke me, but it did strike a cord. I work in the human rights environment and writing fantasy has offered a balance to the intensity of the day job that consumes so much of my waking hours. Even if the six-figure book deal and movie rights landed in my lap tomorrow, I do not think I would want to turn my back on the inspirational grantee-partners I advocate for every day.

It is a tough balance to maintain, but I think we all need to find it or we risk getting burnt out. I hope we all find a way to make this a better world for ourselves, our children and all people in the world. But to maintain momentum, we each need our escape: family, walking the dog, a good book, TV, the gym.

Many  find it in the company of elves and dwarves, It was intentional that I included issues of power, gender and racial discrimination, addiction, violence and other issues, that are sprinkled throughout the Wycaan Master series. I was writing these books for my sons as they grew into young men and always wanted them aware of a society’s flaws.

Summer 2015 Reading Book 6

Reading Book 6 in the summer of 2015. End of an era.

I do not feel I need to explain why I write fantasy in this troubled world, though this blog post is evidence that apparently I do. I feel comfortable with a foot in each world, balancing myself to deal with the challenges and uncertainties of two precarious worlds.

I wish you good balance too.

Alon / elfwriter


Alon Shalev is the author of the 2013 Eric Hoffer YA Book Award winner, At The Walls of Galbrieth, and five other Wycaan Master books all released by Tourmaline Books. The link above takes you to the Kindle versions. For all other eReaders, please click here.

More at http://www.alonshalev.com and on Twitter (@elfwriter).

Download a FREE copy of Alon’s latest novel, Kingfisher: Slave to Honor, as publisher gauges interest – http://bit.ly/2sq72DG. Help secure a book contract by reading and leaving a review. 




A Painful Letter to Those Who Download Pirated Novels

Dear Fans,

Yes, it seems strange to open such a letter with this salutation, but I can only conclude that if you are tempted to illegally download one of my books for free from any of an alarming number of websites now offering such a dishonorable service, then you must enjoy my novels.

I’m going to divide you into one of two groups. Please bear with me.

  • If you truly cannot afford the $2.99 for most of my novels, then please go ahead. While volunteering at (I think) Project Homeless Connect, I talked with a boy (I think he was 11 or 12 years old) who said he loved that the service offered books to take, but he wished there was more about elves and dwarves. I went and gave him a copy of At The Walls Of Galbrieth and would have given him the whole series if I had brought copies in my backpack. My then 8-year-old once begged me to give a homeless man (a poet we discovered) a copy of The Accidental Activist, after they had a wonderful conversation and the man had told him how much he enjoyed reading and writing.


  • If you can afford to buy my books, and I believe most of you can, I am not going to lecture you. I just want you to know that I poured years into each book, that I drove myself to write the highest quality possible, relentlessly edited and nurtured each book into existence. Just because someone is offering you something for free, doesn’t mean you should take it. That goes for music, movies and novels. Like so many artists, I am not wealthy. I am Mr. Average-American who works hard to put food on his family’s table and wonder if he will ever be able to retire. I am probably no different from you.


So next time you see the advert for a free copy of someone’s novel, please take a moment to consider before you click and download. Go to Amazon or Barnes and Noble, Apple (ibooks), Smashwords, or wherever you purchase a novel and consider the 99c – $2.99 that will show respect for those who toiled to produce that work, those who keep producing the stories you enjoy.

And if you have already illegally downloaded a copy of one of my books and feel bad – I FORGIVE YOU. Perhaps consider buying a copy and gifting it to someone, whether it is one of my political novels to a disillusioned non-Trump supporter, or a young adult who loves a coming-of-age novel and would benefit from seeing the strength of true friendship.

Please reblog or send this post on to others to raise awareness of this issue. It is not as important as helping those who have suffered from earthquakes, fire, or ethnic cleansing, but it is another wrong that we can right.

Thank you,

Alon / elfwriter


Alon Shalev is the author of the 2013 Eric Hoffer YA Book Award winner, At The Walls of Galbrieth and five other novels in the Wycaan Master series, all released by Tourmaline Books. More information about Alon and his novels can be found here.

Download a free copy (offered with author’s consent!) of Alon’s new medieval fantasy novel as a publisher gauges interest and reader feedback.





Happy Hobbit Day 2017

I’m sure you had this one in your calendar, right? According to wise scholars and the blissfully lost, both Bilbo Baggins and his nephew, Frodo, celebrate their birthdays on this very day. So, we should too!

I’m not too big on birthdays now that I am a grown up and somewhat jaded middle-aged adult. The conversation is so often forced as are the smiles. We try to put aside our personal stress and the terrible things happening in the world, but they hover there in the empty plastic wine glass and  the ominous pin on your mobile with a news update.

Still, we turn up and play the game. We do it because we love the people in the room, we share a common history and know these people have stepped into the breach to help us and would again without the slightest hesitation. 


My relationship to Bilbo and Frodo is not quite like this, but I do feel a strong loyalty to a certain, pipe-smoking, tweed-wearing professor, who gave me hours of fun and anxiety as I plowed through his amazing tomes and, after he passed away, the visual creations on the big screens.

J.R.R. Tolkien was a big influence on my writing. His work encouraged me to take my time and allow the reader to get close to the character of the Wycaan Master series. I know from the emotional reaction of readers, when key figures die or do stupid things, that I have succeeded in this, and I doff my hat to the old professor.

He allows me to spend time building a world that is both magical and vivid, to set out on long journeys, to feel overawed by the evil in the world, but to keep moving forward, nonetheless. 

But he has shown me other values that extend beyond the written page. The value of struggling against evil is apparent and more important than ever. We believe that Tolkien was inspired to write The Hobbit and Lord of the Rings from his horrendous experiences in World War One. Here is a lovely interview with his grandson, Simon Tolkien. 

While this is an important trait, I would prefer to focus on another theme: that of friendship. It permeates throughout the Fellowship and these characters are tested beyond anything most of us will ever experience. I have known the camaraderie of soldiers on a combat unit. Though three decades have passed since we served, the group have got together via WhatsApp. There is something profoundly comforting in seeing the threads and conversations.

Frodo and Sam





Frodo and Sam1





As we celebrate friendship and this special day for our favorite hobbits, I would like to thank you for your friendship and loyalty. While we have never ventured near Mordor together, I do appreciate those who downloaded a free copy of Kingfisher: Slave to Honor. Please read or flip through the novel and leave a review. This is how the publisher decides whether to pick up the novel and publish it. 

In case you were too busy on your own quest, here is a blog post I wrote about the fascinating process – The New Publishing Model.
Thank you for being a part of my own author’s quest. Happy Hobbit Day,



Alon Shalev is the author of the 2013 Eric Hoffer YA Book Award winner, At The Walls of Galbrieth and five other novels in the Wycaan Master series, all released by Tourmaline Books. More information about Alon and his novels can be found here.

Download a free copy of Alon’s new medieval fantasy novel as a publisher gauges interest and reader feedback.