If you’re a South African writer with a finished manuscript, first of all – congratulations! That’s no small feat. The next step, of course, is getting your story out into the world. And that often leads to a big question:
Who should you send your manuscript to?
Should you send your manuscript to as many publishers as possible and hope someone responds (shotgun approach), or just choose a few that seem like the right fit (targeted approach)? As a small, independent publisher, we’ve seen both sides – and we’re here to share what we’ve learnt.
The Shotgun Approach
The shotgun strategy is all about volume. You research (or sometimes don’t) and submit your manuscript to any and every publisher you can find. On the surface, this seems like a practical approach. More submissions mean more chances, right? Well, we’re not so sure…
You see, as publishers, we can usually tell when a submission is generic. We see those AI-generated cover letters from a kilometre away, and we can tell when the writer hasn’t done much research on what we’re all about.
As for the larger publishers, some receive hundreds of submissions every month (maybe even every week). Without a strong fit, yours might not stand out in the crowd, no matter how great your writing is. And rejection as a writer is demotivating, especially when those rejection letters are impersonal and repeated. When you’ve sent your work out everywhere, and receive silence or a string of generic rejections back, it’s hard not to take it as a reflection of your ability rather than the scattershot nature of the process. Instead of feeling encouraged to keep writing, many authors begin to doubt their work or lose momentum entirely.
Quickly sending submissions to every publisher may give you a sense of feeling productive while you wait for responses, but it often becomes a numbers game that disconnects you from your work. The process can start to feel mechanical – more about ticking boxes than finding the right home for your story. You might end up spending more time managing submissions than improving your craft or building meaningful relationships in the industry.
The Targeted Approach
Here, you spend time researching a handful of publishers whose work and values align with yours. You read their submission guidelines carefully and learn what kinds of stories they publish, so that you can tailor your pitch to show why your work belongs with them.
Researching and personalising submissions can be a slow process, we agree. But while this may take more time, you stand more chance of creating stronger connections if your submission feels intentional. And if your story matches a publisher’s focus, your chances will improve.
This kind of approach also shifts the dynamic – it becomes a conversation, not just a request. You’re saying, “Here’s why I chose you,” and that changes how your work is received.
Especially for small publishing houses (like us), if we can see that you’ve put time and heart into your manuscript, our engagements will inevitably be more genuine and impactful. It tells us that you’re not just hoping to land somewhere; you’re hoping to land here. And that makes us far more inclined to engage meaningfully and read deeply.
Just like in a job interview, this process isn’t one-sided. You’re not only hoping a publisher chooses your work – you’re also figuring out whether that publisher is the right partner for you. The submission process, and any follow-up interaction, is a chance for both parties to assess fit: values, voice, and working style. Our goal at Vindigo Press is to engage with you and your work with respect and a genuine interest in who you are as a writer.
Our Take? Aim with Purpose.
We care about authentic, grounded stories, and we believe in real connection – both with our writers and their work. So, while we understand the pull of the shotgun approach (especially after a few rejections), we tend to lean toward the targeted method.
Thoughtful submissions show us that you’ve done your homework. That you’re not just looking to get published, but you’re looking for the right fit. And that matters to us.
We work closely with every writer we publish. We’re in this for the long haul, not the quick sell. And we know that for many South African writers, the publishing industry can feel distant or difficult to access – especially if your voice doesn’t fit a mainstream mould.
Our Submissions Are Open
If you’re ready to take the next step – and you think your story might align with what we value – we’d love to hear from you.
Our submission guidelines are clear, and we genuinely read what you send us. If it’s not a fit, we will tell you with care. If it is, you’ll be working with people who believe in your voice and want to help shape it into the best version of itself.
Head over to our submissions page to send us your manuscript. We might be the right home for your story.