There are some things I create in the heat of inspiration and purely because I want to. This is a perfectly reasonable way of working, especially for small pieces like poems and short stories. It’s not such a good idea for a longer project. It’s not realistic to expect to be able to write an entire book while in a state of creative fever. Granted, Jack Kerouac managed it with On The Road, but it isn’t how larger bodies of work normally happen.
To create something more than a heat of the moment outpouring, takes planning. There’s a process in moving from the initial rush of inspiration, towards a larger and finished piece.
One of the first questions I ask when considering a project is, who am I making this for? There are a number of reasons for this. Firstly, it’s a helpful focus. Secondly, if you mean to put a piece out into the world, knowing who it is for is really important. You can’t pitch to a publisher without knowing that. You’ll have a hard time finding readers if you don’t know who your readers might be. It may be tempting to imagine you are making something for ‘everyone’ but that’s not focused enough so either it will be bland, or it will be self indulgent. Maybe both.
Being self indulgent is fine. It is important to know whether you are primarily creating for yourself or for other people because it has implications. I think it’s usually a mistake to imagine you can create something purely for your own pleasure and that this will automatically translate into something lots of other people will want.
I usually identify some larger, broader groups of people – I write non-fiction books for Pagans and Druids, for example. I write fiction for Goths and steampunks, and also for Pagans and animists. I usually also have some specific people in mind. I find that really helps. If I’m writing for just one person, the odds are it will appeal to more people than just that one person. It helps me avoid being too self involved and it helps me focus on what kinds of things those other people might enjoy.
This is also where my bar is set in terms of success. If I write a poem for someone and they like it, I have succeeded. The same is true of a blog post, or even a book. If one person finds it helpful, it’s done its job. This protects me from the inevitable bruises of an industry where the average book sells a few hundred copies, and all the focus is on the people who can sell hundreds of thousands of copies.