Deleted Chapter Series: Amy Lilwall on Seeing What You Can’t Always See

Plus Connection Sells Books: The Power of Presence in the Digital Age

A very happy Friday Scribblers,

This week, I had a really insightful Instagram ‘audit’ session with an author—basically, a deep dive into what they’re currently doing and what they might try next to grow their audience. Our conversation turned to a familiar question: Which social platforms actually help sell books?

Here’s what I believe: when we buy directly from an author, we’re not just purchasing a product—we’re seeking a connection. We want something that Amazon can’t offer: a personal, human experience. That signed copy feels special because we feel like we know the author. Maybe we’ve seen their videos, read their captions, or heard them on a podcast. It’s a form of storytelling, really—and social media, in its own way, is just that: storytelling.

Signing Copies of 'The Dark Within Them' at Blackwell's Manchester!

So yes, I think social media does work, but not in a straight line. It works by helping you build a recognisable, trustworthy author brand. And people “buy into” that brand—whether by showing up to an event, joining a workshop, or ordering a signed copy.

As with any product, we need to see it multiple times (research says at least five!) before we decide to purchase. At the Northern Publishers’ Fair, readers often said, “Oh, I’ve seen this online!” Maybe it was an Instagram post, a podcast, a tweet, a Substack article… All those touchpoints can culminate in a sale.

There’s no easy route, basically. And no easy way of tracking what ‘works’ - but an online presence works in wonderful and magical ways. Connection is key.

Now, I’m delighted to hand over to our upcoming speculative novelist, Amy Lilwall, who shares her thoughts for our ‘Deleted Chapter’ editing series!

Lilwall’s cli-fi novel The Water That May Come is deep in the final stages of editing and will be released with Fly on the Wall Press in October 2025. Amy shares her candid reflections on the phenomenon of story-blindness—those narrative threads that make perfect sense to the author… but don’t always make it to the reader.

She’s also generously included two versions of a pivotal scene, so you can see the transformation firsthand.

Enjoy Amy’s piece, and as always—keep sharing your stories, your snippets, your self online. Someone’s watching, connecting, and quietly becoming a reader.

She has some fascinating things to say about why writers can’t edit their work in isolation (aka story ‘blindness’) and shares two drafts from the novel for you to enjoy…

About ‘The Water That May Come’

As rising seas threaten to engulf Britain, four lives are on the brink:

Pinko, a privileged heir clinging to decadence;

Jane, a working-class veterinary nurse racing to reunite her family;

her pregnant teenage daughter Ashleigh, grappling with impending motherhood;

and humble young artist Gavin.

With sanctuary beckoning across the Channel, each faces impossible choices. Who will they save? What will they sacrifice?

A lyrical, thought-provoking novel which blurs borders and challenges notions of identity and belonging. In a future where we all may become refugees, it asks: how far would you go to stay afloat?

Free Substack Subscribers can receive 10% off preorders for the novel with code Water10 at the checkout (valid until the 12th of May at midnight GMT); Paid subscribers can receive 25% off pre-orders