“Self-publishing isn’t easier. It’s faster, but it’s harder.”

Allison K. Williams doesn’t sugarcoat the truth. And that’s exactly what makes her such a trusted voice in the writing world. At this year’s Emirates Airline Festival of Literature, she brings her trademark blend of wit, warmth, and unwavering honesty to the heart of the literary conversation.

Speaking to Half-Light Magazine, Williams shares her thoughts on the changing face of publishing, why most first books take a decade, and how success isn’t always what writers think it is.

Publishing in Flux

“Publishing is shifting unbelievably.”

Williams is “super psyched” to speak to a group of agents and publishers about what’s happening right now in the literary landscape. She notes the fragmentation caused by TikTok and social media, and the increasing accessibility of self-publishing as a viable route, if it’s done right.

Self-Publishing: Not Plan B

“Too many writers self-publish out of resentment. That’s not a plan. That’s a reaction.”

Williams supports self-publishing, but only as Plan A.

“When people say, Fine, I’ll self-publish, it often comes from a place of rejection and frustration,” she explains. “But the same things that sell a book to a publisher are what sell it to a reader: genre clarity, a strong hook, a compelling cover, and trusted recommendations.”

Self-publishing only works when writers approach it with intention and professionalism. “If you’re writing nonfiction, you need a mailing list and a clear understanding of your audience. Spend a year, or several, building that connection before you launch the book.”

She adds, “I’ve seen self-published authors make a lot of money and reach thousands of readers. I’ve also seen people release books with awful covers and no editing. It breaks my heart. Everyone deserves to share their words, but they also deserve to do it well.”

The Long Road to the First Book

“Your first book will take ten years. Not just to write it, but to become the person who can.”

Williams offers young writers a truth they don’t often hear: writing a book takes far longer than expected. “You might think it’ll take a year. But usually, your first book takes a decade.”

That time isn’t just for writing, it’s for reimagining. “You’ll start one book, switch perspectives, change genres. One day it’s fantasy, then it’s romantasy. You’ll read more books, rewrite it, and by the time you finish, it’s something entirely different.”

But there’s good news: “The second book only takes a year. Because now you know how to write a book, and more importantly, you’ve learned how to write your book.”

Idea Chaos: A Writer’s Toolkit

“You need a place to store ideas, because they’ll come all at once.”

Williams recommends keeping a notebook or a digital space for storing thoughts. “Once you start a new project, your brain will throw every idea at you at once. Write them down. Promise yourself you’ll come back to them.”

Reaching Readers and Redefining Success

How do writers connect with their audience once the book is done?

“You don’t need an MFA anymore,” she says. “You can create your own learning path. Sample webinars, test instructors before committing money. Right now, I’m teaching an 8-week course called Project Memoir where writers commit 10–14 hours a week to craft, feedback, and live classes.”

Williams encourages aspiring teachers to align with trustworthy organizations, and always start with clear, honest instruction.

The Literary Life in Dubai

Having lived in Dubai for 12 years, Williams credits connection and humility for her entry into the region’s literary scene.

“I was invited into the Dubai Literary Salon in 2014. The Middle East is built on friendship and openness. When we approach each other with humility, acknowledging we’re new, unfamiliar, there’s always someone who reaches out to welcome you in.”

What Do Publishers Really Want?

“They’ll choose a compelling story over perfect grammar, every time.”

When asked what publishing companies value most, Williams gets straight to it: story comes first.

“Can you tell a compelling story? That’s number one. If the choice is between a bland story with beautiful prose, or a messy story that grabs you by the throat, they’ll choose the second every time.”

She uses Twilight as an example: “It’s not incredibly well written, but it’s compelling to its audience. And that’s what matters.”

Defining Your Own Version of Success

“Fame does not equal success. And success does not equal fame.”

What about writers with no marketing, no platform? Can they still succeed?

“Absolutely,” she says. “But you need to define what success means to you. Is it selling 10,000 copies? Reaching a million readers? Changing 100 lives? Once you know what you value, you can reverse-engineer your goals.”

Why She’s the ‘Unkind Editor’

“I’m not mean. I’m a coach. My job is to make you run faster.”

Williams laughs when asked about her moniker: The Unkind Editor.

“When I first started editing professionally, I looked at classifieds in Poets & Writers. Everyone was a ‘gentle editor’ or a ‘nurturing coach.’ I thought, well, I’m not that.”

Instead, she sees herself as a literary coach. “It’s not my job to say, Oh honey, you run fast. My job is to say: Here’s how you run faster.”

She gives both affirmation and tough love: “I’ll tell you when something’s working. But I’ll also say: This doesn’t belong in your book, please take it out. That’s not cruelty. That’s respect.”