GUEST POST: TOPSELLING AUTHOR MICHAEL FERGUSON EXPOSES THE BOOK INDUSTRY!

 

Author Michael Ferguson and his fantasy novels

Introduction by Keli H

 I'm hoping that now, 30 posts and 7 months deep into my blog, I don't need to introduce myself to you. But just in case... because I'm not cheeky enough to expect the world knows my name and everyone is a regular reader of mine - yet - I'm the author Keli H, who also owns the prestigious publishing company The KREST House. I consider myself to be a fabulous intersection between writer, fashionista, artist, and inspiring thinker. I hope the Quintessentially Keli blog reflects that. I'm pleased as punch to have my first guest writer on the blog - the vibrant author Michael Ferguson, whose splendour rivals my own. 

I first met Michael in 2020, nearly a full 5 years ago, when our author journeys looked very different to what they are today. I was just starting out as the founder of an underdeveloped independent publishing company that was then called KREST Publishers; Michael was toiling hard at selling his first self-published book. We appreciated the authorial the ambition in each other, and I'm glad our journeys intertwined synergistically, rather than competitively. I became a big fan of Michael's writing after reading his first 2 self-published horror books - The Acrimonious is my favourite horror book of all time. Michael signed on as an author of The KREST House, as the small publishing empire is called today, when he wrote his first fantasy book. We've continued our journeys together over the contours of the years, seeing each other through multiple books, the difficulties of being an author in a country with limited reading culture, the highs of breakthrough moments. We've done book signings together, shared stages together.

Indeed, we've gone further together than either of us would have alone. I am incredibly lucky to be sharing a journey alongside such an astute writer. Michael Ferguson is one of the few authors who has pursued a literary career in South Africa and actually made it. To date, he is the author of 4 very successful books, a crowd favourite on Tik Tok, and guest speaker on various literary platforms. He doesn't just have a a readership, which any author can claim with a handful of individuals - he has a growing fan base. An author can only really establish this through deep authenticity with their readers. 

Michael Ferguson shares these moments of great honesty about his writing career in his monthly newsletter. I look forward to receiving these mails in my inbox - they are witty and sharply observant about the literary landscape. The August newsletter is especially slicing. Michael shares some raw, shocking truths about how the book industry works, and the guts needed to navigate it. The obvious question I'll be asked after this post is: As a publishing house owner, should I really be propagating this one on my blog? The answer is - I know Michael better not be talking about me! I'm kidding. No, I really am kidding - cheek doesn't seem to land the same way when there's no emojis involved. I'm putting this one online for all to see because the publishing industry is one of the biggest closed door industries in the world, meaning people never get to see what's on the other side, and I think it's important for aspiring writers to be prepared for the level of competitiveness they'll face. With Michael's permission, here is his all-too-honest August newsletter:

Fair warning - I can be a prude sometimes, but I enjoyed this newsletter in its unfiltered version, so I've changed nothing. You are in for a cheeky delight!

What They Don't Tell You About Being An Author

Michael Ferguson, August 2025 

 

It's very hard work, but it is rewarding

There is a common misconception among many readers and aspiring authors that all you have to do is write your show-stopping, mind-blowing, reality-altering, genre-defying, original, future-best-selling novel, and you will immediately rake in success, adoration, five-star reviews, money and groupies by the bucketload.

 

(Personally, I look most forward to the groupies, but much to my disappointment, they have yet to materialise.)

 

I hate to break it to you, but this is simply not the truth. Writing the book is the EASY part. After that, you have to deal with editing, typsetting, cover design, visibility, marketing, distribution and events (not always, but especially if you are self-published) if you want your book to be successful. This is not a profession for the lazy and unwilling.

 

Then there are those (whom I've had the misfortune to encounter on my journey) who are literary "superstars" in their warped minds but utter ass-clowns in the eyes of those around them. It is equal parts hilarious and tragic to witness these odious individuals in action. The parable of The Emperor's New Clothes springs to mind.

 

I often say that if you want to become an author for fame and riches, then you are doing it for the wrong reasons, and your book is probably going to be as empty as the cavity your soul once occupied.

 

It is the love of storytelling and the creative process that makes good books, not the love of money.

Money is important, don't get me wrong, it really does make the world go round, and artists should all be fairly compensated for their work. But money should not be at the core of what drives you towards being an author. If it is, whoa-boy, are you going to be disappointed!

 

Having your books in bookstores is great, but it's not everything

I've never done heroin, so I cannot compare the sensation of being on it to anything. However, the high I get from seeing my books in bookstores all over the country must be pretty close.

 

Unfortunately, like with all highs, it's short-lived and leaves you craving more. Having your book in bookstores is great, don't get me wrong, but it isn't everything. Copies can gather dust on shelves for months before being returned (damaged in many cases), and that feeling is like a kick to the stomach as well as the wallet.

 

The second your book is in a bookstore, everyone (the publisher, the bookstore and the distributor) gets a slice of the pie, leaving your slice looking pretty measly.

My advice when it comes to publishing, marketing and selling your book is to lead with your gut and a good sense of business, not your ego. 

You are always going to make more money from direct sales on your own platforms than you are from sales from a bookstore, unless you really are a superstar, in which case please forward me the contact details of your agent, your publicist and your groupies.

Side note: Should I try heroin?

 

People will try to take advantage of you

"I'm such a big fan of your work! Will you please read my manuscript and tell me if it's any good?"

Fuck off. Just. Fuck. Off.

The people (people, not readers, because they have never read a word of anything I have ever written) who have said this to me in person, emailed it to me, Whatsapped me (lose my number) or slid into my DMs employing false flattery to gain access to my precious time and energy, should be placed in a lab and studied for the betterment of humankind.

I have in the past and continue to read manuscripts or samples from authors and aspiring authors who are genuine and support me. In many cases, these people are my friends, so I am happy to help them as best I can. But if you are approaching me for the first time, in person or online, please don't let this be the first interaction you have with me or the second or the third, because I may smile and nod and lie to you on the outside, but on the inside, I want to punch you in the throat.

Don't do this to me. Don't do this to any author. And if someone ever does it to you, punch them in the throat.

(DISCMAILER FROM THE LEGAL TEAM OF MICHAEL FERGUSON: Michael Ferguson, as an entity and as an individual, does not condone any form of violence, including but not limited to throat-punching. Any advice given to commit physical violence is done so in jest.)

 

There are multiple battles to fight and WIN!

It may be a mental or emotional battle, grappling against self-doubt, for example.

It may be a financial one, shaking your dusty piggy bank and cautiously peeking inside to look for the money to run a promotion, pay for an edit or fund a trip to an event.

It may be a physical one, in which a bitch owes you money, and you have to—my lawyers advised me to stop writing here.

The bright side is that you can win most of these battles if you fight hard enough with the weapons of common sense, community, creative problem solving and a set of bronze knuckles.

 

The "industry" is complicated to navigate and often unfair

What else is new? The only way around it is to build and maintain your own network of valuable relationships. Make friends and take any opportunity that is offered to you.

 

Don't get caught up in the fact that, despite being a semi-popular South African fantasy and horror author that year after year, you are spitefully excluded from the Exclusive Books "Home Bru" campaign as well as the Franshoek Literary Festival, even though the only thing you love more that writing books is drinking wine and all your fellow author friends get to go but you are left behind in the dirt like an abandond street dog because your books are not considered "fancy" or "high-brow" enough. Don't be bitter like me.

 

Be grateful that year after year, you are invited as a guest speaker to the largest pop-culture event on the continent that takes place in both Cape Town and Johannesburg, where your books SELL OUT (suck it, Franshoek Literary Festival and Home Bru) and you are afforeded the priveldge to connect with the most beautiful readers ever to walk the face of the Earth. I literally almost started to cry as I was writing that. OMG, Comic-Con Africa and Cape Town, I love you so much!

 

I think you get the point. If it wasn't offered to you, then it was never for you to begin with, and if it is offered to you, then you'd better make the most of it.

 

Not everyone in the community is nice

I have been at this for almost 10 years, and there are stories I could share about authors, publishers, editors, events and readers that would make your spines wither and eyes pop out of your head. I won't elaborate further than this, but my advice is to please be careful about who you put your trust in; not everyone has your best interests at heart.

 

Being an author is the best thing you could do if you love to write

I love what I do. There is not a day that goes by that I don't wake up grateful for my ability to write and my desire to share what I write with the world. I know that this is what I was meant to do with my time in this life, and I am so glad I get to do it.

If you are a new reader or a reader who has been with me since day one, please know that I cannot express how much I appreciate the attention you give my work.

Thanks to each and every single one of you for making me feel like what I think it would feel like to take heroine. I adore you.

 

Conclusion by Keli H

 

If we've got the same sense of humour, and you also nearly spat out your cup of tea laughing, you're going to love receiving the monthly newsletter. You can sign up to it here: Join the Michael Ferguson community . If you're as motivated by free things as I am (don't judge) - this is extra reason to join. There are often giveaways of books and merchandise to subscribers.

 

The complete Michael Ferguson collection:

• Ephemera (horror anthology)
• The Acrimonious (my personal favourite horror anthology!)
• A Prophecy of Flowers and Lightning (award-nominated fantasy)
• A God of Flames and Monsters (fantasy)
• The A Prophecy of Flowers and Lightning luxury art book 
• He Creature (short story) 

The sales of this collection is split across bookstores, e-commerce stores, and Amazon, by different vendors. If you need help sourcing any of these items, contact my publishing company on info@kresthouse.co.za and we're happy to assist. 

My biggest thank you to my favourite horror author for this blog contribution!