Queryfest, part II: the infamous self-rejecting query, or, when is a letter addressed to a business not a business letter?

Querying, I think we all can agree, is a necessary evil: no one likes it. It generates a whole lot of inconvenience for writer and agency alike, and to engage in sending one out is to put one’s ego on the line in a very fundamental way. Rejection hurts, and you can’t be rejected if you never send out your work, right? So you can either try to lie low, keeping your dreams to yourself, or you can attempt to approach those high-and-mighty gatekeepers of the industry, asking to be let inside the Emerald City.

Sounds a lot like high school social dynamics, doesn’t it?

Just as many people stay away from their high school reunions because they fear exposing themselves to the judgment of people whom past experience has led them to believe to be shallow and hurtful, many, many writers avoid querying, or give up after just a handful of queries, because they fear to be rejected by folks they have heard are — wait for it — kind of shallow and prone to be hurtful.

There are a variety of ways to deal with such fears. One could, for instance, not query at all, and resign oneself to that great novel or brilliant nonfiction book’s never being published. Alternatively, one could query just a couple of times, then give up.

Or — and if you haven’t guessed by now, this would be my preferred option — you could recognize that while some of the people at the reunion may in fact turn out to be kind of unpleasant, you really only need to find the one delightful person who finds you truly fascinating to make the entire enterprise worthwhile.

You’ll be pleased to hear, though, that unlike a hapless ex-school kid gearing up to attend a reunion, there are certain things an aspiring writer can do before querying to increase the probability of a positive reception. Certain elements mark a query letter as coming from someone who has taken the time to learn how the publishing industry works.

Agents like writers who bother to do that, you know, and with good reason. Such new clients are much less time-consuming than those whose ideas of how books are sold bear only scant relation to reality. Aspiring writers harboring unrealistic expectations tend not only to express resentment when their work encounters stumbling-blocks — they often end up feeling disappointed when things are going well.

This isn’t at all uncommon, by the way; even very talented fledgling writers often harbor unrealistic ideas about how books find representation. Let’s face it, we all know at least one writer who has blithely sent off a query, expecting to receive in reply an immediate offer of representation, only to be astonished to learn that the agent to whom he sent it actually wants to read his manuscript before making a commitment. Chances are that you’re also acquainted with a writer, perhaps the same one, laboring under the illusion that a really good book will move from the query stage to publication, or at least an offer of publication, within a matter of weeks. Then there’s the writer flabbergasted when her query does not receive an instantaneous response, and the one stunned to realize that it often takes 3-6 months or even longer for an agent to get back to a writer about a submitted manuscript.

And hands up, anybody who also knows a writer who, after his first query was rejected (or, as has become increasingly common, did not generate a response at all), decides that there’s no need to query anyone else. If one agent rejected it, they all will, right?

Wrong on every point, I’m afraid. Chant it with me now, veterans of Queryfest, Part I: agents are individuals, with individual tastes; they represent specific book categories, not books in general; therefore, there is no such thing as a single manuscript — or a perfect query letter — that will please every agent, everywhere, every time.

The query letter structure I proposed last time — not the only one possible by any means, or even the only one that works; it’s just what has worked best in my experience — also frees the writer from the well-nigh impossible task of trying to cram everything good about a book into a single page.

Which is, I have noticed over the years, precisely what most aspiring writers try to do.

No wonder they get intimidated and frustrated long before they query the 50 or 100 agents (yes, you read that correctly) it often takes these days for a good book to find the right fit. To put this in perspective, a truly talented writer might well end up querying the equivalent of my entire high school graduating class before being signed.

Hey, I went to a small school. My class wasn’t even big enough to sustain exclusive cliques.

Believe it or not, a book project that generates masses of rejected queries is not necessarily a bad book concept, poorly written, or even unmarketable. Rejection is often a function of heavy competition, agent specialization, and aspiring writers not being aware of what information a query letter is supposed to contain.

Apart from doing the necessary homework to get a query that does contain the right information onto the desk of an agent who does habitually represent that type of book, the only way that I know to speed up that process is to make the query letter itself businesslike, but personable.

I sense some of you clutching your chests, all set to launch into a full-blown panic attack, but you can relax. I’m not talking about spilling your soul onto a single sheet of paper.

I’m talking about making your query letter unique. And not in the all-too-common misdefinition of the word as a synonym for special. I mean unique in its proper sense of one of a kind.

A tall order, you say? Well, keep in mind that the sole purpose of the query is to engender enough excitement in an agent (or, more commonly, in Millicent the agency screener: it is rare for agents at the larger agencies to read query letters themselves; Millicent’s the one getting the paper cuts) that she will ask to see a representative chunk of the book itself, not to reproduce what you would like to see on the book’s back jacket or to complain about having to work through an agent at all.

If either of the last two options made you chuckle in disbelief, good. Believe it or not, I’ve seen both turn up many, many times in unsuccessful query letters. Boasting and petulance both abound on the query page, and both tend to discourage positive response.

Now, I know that my readers are too savvy to do either of those things deliberately, but isn’t it worth sitting down with your query letter and asking yourself: could an exhausted Millicent — in a bad mood, with a cold, having just broken up with her boyfriend AND burned her lip on that over-hot latte yet again — possibly construe that letter as either?

Yes, querying is a chore, and an intimidating one at that. Yes, ultimately, it will be the agent’s job, not yours, to market your work to publishers. And yes, an agent or editor probably would have a far better idea of how to spin your book than you would.

Agents and their screeners are in fact aware of all of these things. You don’t need to tell them.

Your query letter needs to market your book impeccably anyway, in a tone that makes you sound like an author who loves his work and is eager to give agent and editor alike huge amounts of his time to promote it. Not a walk in the park, definitely, but certainly doable by a smart, talented writer who approaches it in the right spirit.

Sound like anyone you know?

So start thinking, please, about how to make your query the one that waltzes into the reunion with a positive attitude, not the one who storms in with a chip on its little shoulder. Or, heaven forefend, the one that doesn’t stick its nose through the door at all.

The gates of the Emerald City are not going to open unless you knock, people. I’ve said it before, and I shall no doubt say it again: the only manuscript that has absolutely no chance of getting published is the one that is never queried or pitched.

Yet even as I typed that, I could sense some ardor-deflation out there. “”My God,” the little voice in the back of my head which I choose to attribute to my readership shouts, “how on earth could anyone sound unique within the context of a single-page missive? How can I cram all I need to say to grab their attention in that little space, much less seem unique while doing it?”

Um, are you sitting down? You don’t actually have the entire page to catch their attention. To be on the safe side, figure you have only about five lines to convince them to keep reading.

Yes, you read that correctly. While you already have the heart medication and/or asthma inhaler at the ready, it seems like a good time to add: Millicent and her ilk do not read the vast majority of query letters to their ends.

Are you rending your garments and shouting, “Why, Lord, why?” Because the vast majority of query letters disqualify themselves from serious consideration before the end of the opening paragraph. They are, in fact, self-rejecting.

Hey, I told you to sit down first.

At the risk of repeating myself, this is largely attributable to aspiring writers’ not being aware of what information a query letter should contain. And should not: unfortunately, Americans are so heavily exposed to hard-sell techniques that many aspiring writers make the mistake of using their query letters to batter the agent with predictions of future greatness so over-inflated (and, from the agent’s point of view, so apparently groundless, coming from a previously unpublished writer) that they may be dismissed out of hand.

Like what, you ask? Here are some perennial favorites:

This is the next (fill in name of bestseller here)!

You’ll be sorry if you let this one pass by!

Everyone in the country will want to read this book!

Women everywhere will want to buy this book!

This book is like nothing else on the market!

There’s never been a novel/memoir/nonfiction book on this subject before!

And, of course, the all-time most common:

It’s a natural for Oprah!

Admittedly, Millicent sees this one less often since Oprah’s network show went off the air, but you’d be surprised at how little the demise of Oprah’s book club caused the frequency of this claim’s appearing in query letters to diminish. Five years ago, it wasn’t at all uncommon for Millicent to see this assertion ten or fifteen times per day.

I hate to burst anyone’s bubble (yet I do seem to be doing it quite a bit lately, don’t I?), but even back when Oprah’s book club was in full swing and concentrating on living authors, this claim was seldom credible to professional eyes, unless the author could legitimately include in the query the date upon which she was already booked to appear on the show. Ditto with all of the boasts above, actually: to Millicent, these are all absurd statements to discover in a query letter.

Yes, even if the book in question actually is the next DA VINCI CODE.

Why? Because these aren’t descriptions of the book; they’re back-jacket blurbs, marketing copy, equally applicable to (and equally likely to be true about) any manuscript that crosses their desks. After one has heard the same claim 1500 times, it starts to lose a little vim.

“Why do these queriers keep telling me that their books are unique?” Millicent grumbles, reaching for her fourth latte of the afternoon. “Why aren’t they SHOWING me?”

Ah, there’s the rub: assertions like these simply are not as effective at establishing a writer’s ability or a story’s appeal as demonstrating both practically, through well-written sentences and a summary containing lively and unusual details. At base, all of these hard-sell statements are reviews — and not, let’s face it, from the most credible source. Authors tend, after all, to be slightly partial to their own work.

Or so the pros surmise from the scads and scads of queries telling them point-blank that this book or that is terrific.
Even in the rare instances that these statements aren’t just empty boasts based upon wishful thinking, consider: whose literary opinion would you be more likely to believe in Millicent’s shoes, the author’s vague claim of excellence about his own book or another reader’s recommendation?

To put it another way, if someone you’d never met before came up to you on the street and said, “Hey, I bake the world’s best mincemeat pies, the kind that can change your life in a single bite,” would you believe him? Enough to stop in your tracks, giving up all hope of getting your errands done that morning, and ask him for information about his pie-making process? Based upon only his self-assessment, would you trustingly place that total stranger’s good-looking (or not) slice of God-knows-what into your mouth?

Or would you want some assurances that, say, this hard-selling yahoo knows something about cooking, had produced the pie in a vermin-free kitchen, and/or hadn’t constructed the mincemeat out of ground-up domestic pets?

Oh, you may laugh, but honestly, expecting an agent to ask to read a manuscript purely because you think it might sell well to a non-specific audience is the literary equivalent of that pie-pusher’s telling a passerby to open wide and swallow. Requesting manuscript pages means setting aside time (usually Millicent’s first, then, if she approves it, the agent’s) out of very busy schedules to engage in intensive reading. Why would agents and editors’ desire to hear about a new writer’s past publication history in a query — or educational background, or even platform — if not to try to figure out if that pie is made of reasonable materials and in a manner up to professional standards of production before agreeing to invest the time in ingesting it?

That’s why, in case you’ve been wondering, a good query letter includes what I like to call ECQLC, Eye-Catching Query Letter Candy, platform information and/or selling points that will make Millicent sit up and say either, “Wow, this writer has interesting credentials,” “Wow, this writer is uniquely qualified to tell this story,” and/or “Wow, this book has greater market appeal/a larger target audience/is significantly more important to human existence than I would have guessed.”

The crucial exclamation to elicit, obviously, is “Wow!” Not merely because Millicent honestly does enjoy discovering exciting new writing projects (yes, even though it’s her job to reject 98% of the ones that cross her desk), but because a query letter that mentions either the writer’s credentials or the book’s selling points is genuinely rare. It’s very much in your book’s interest, then, to include yours.

I sense some disgruntled muttering out there, do I not? “Here we go again, Anne,” some mutterers, well, mutter. “I can’t stand it when the pros start rattling on about platform. Isn’t that just code for we’re not interested in taking a chance on previously unpublished authors?”

Actually, it isn’t. Agents and their Millicents don’t ask to see platform information in queries in order to seem exclusionary toward previously unpublished writers (okay, not merely to seem exclusionary). They want it to be there because specific references to specific past literary achievements are signals to a quick-scanning screener that this is a query letter to take seriously.

As will an opening paragraph that states clearly and concisely why the writer decided to query this agent, as opposed to any other; a well-crafted single-paragraph elevator speech for the book; some indication of the target market, and a polite, respectful tone. The same basic elements, in short, as an effective verbal pitch.

Did some light bulbs just flicker on over some heads out there?

That’s right, campers — the difference between a vague boast and solid information about your book and why THIS agent is the best fit for it is actually a show, don’t tell problem, at base. Part of your goal in the query letter is to demonstrate through your professional presentation of your project that this is a great book by an exciting new author, not just to say it.

So you might want to eschew such statements as, “My friends say this is the greatest novel since THE GRAPES OF WRATH. It will move you to tears and rock you with laughter. It’s also a natural for Oprah.” You can make better arguments for your manuscript’s relevance.

“But Anne,” I hear some of you protest, “my book really is the best novel since THE GRAPES OF WRATH; several of my first readers/my writing teacher/my mother said so. Even if I did happen to be clutching the hems of their respective garments at the time, begging piteously for some positive feedback on my writing, isn’t it relevant in a query that I’m not the only human being that thinks I can write?”

Well, yes and no, garment-clutchers. Yes, you should mention in your query letter if someone of whom Millicent is likely to have heard and whose opinion she is likely to respect has said, preferably in writing, that your manuscript will revolutionize literature as we know it. At least if s/he meant it in a positive sense.

No, you should not bring up that someone of whom the literary world at large has never heard has compared you to Leo Tolstoy. Trust me on this one: it’s just going to sound like yet another boast

Think about it: why would someone who reads for a living just take a total stranger’s assurance that a manuscript is the most hilarious novel since TOM JONES? Professional readers tend to like to make up their own minds about how good a book is. Besides, how could Millicent possibly verify a review from a random person? For all she knows, your sainted and exceptionally literate mother has no taste in books at all, or any familiarity with the current book market. For all she knows, you just made up that writing teacher’s comment.

Oh, pick your jaws off the floor, quoters-of-others: of course, you weren’t intending to do such a thing, but you’d be astonished at how often queriers seem to pluck positive reviews from the ether. Unless you can legitimately cite a well-established author in your chosen book category — and believe me, Millicent will double-check the quote — or a household name other than Mom, your glowing review is all too likely to get dismissed as just another of the thousands of similar plugs our Millie sees every month.

Unless “Who is this person, and why should I care what he thinks?” is the response you were hoping to engender?

I hate to be the one to break it to you, but usually, Millicent will simply stop reading if a query letter opens with an empty boast like that, because to her, including such statements is like a writer’s scrawling on the query in great big red letters, “I have absolutely no idea how the publishing industry works.” Which, while an interesting tactic, is unlikely to get an agent or her screener to invest an additional ten seconds in reading on to your next paragraph.

That’s right, I said ten seconds: as much as writers like to picture agents and their screeners agonizing over their missives, trying to decide if such a book is marketable or not, the average query remains under a decision-maker’s eyes for less than 30 seconds. That doesn’t seem like a lot of time to make up one’s mind, does it?

Actually, it is ample for a query letter rife with typos and unsubstantiated claims about how great the book is to turn a professional reader off. Or one that fails to mention whether the book in question is fiction or nonfiction — another mind-bogglingly frequent omission. Or one that wastes too much valuable page space telling Millicent that the book will inevitably sell well, rather than providing her with enough information about the story for her to see why it will. Or one that asks her to read a kind of book her boss simply does not represent.

It’s more than enough time, in short, to reject a self-rejecting query.

Try not to blame Millicent for speeding through those missives, automatically ruling out the ones that contain common mistakes and omissions. I can’t stress enough that agency screeners do not reject quickly merely to be mean. It’s their job, and to a certain extent, developing pet peeves and shortcuts is a necessary psychological defense for someone handling hundreds of people’s hopes and dreams in any given day’s work.

Even the best-intentioned Millicent might conceivably, after as short a time as a few weeks of screening queries, start relying pretty heavily upon her first impressions. Consider, for instance, the pervasive misconception that business format is proper for either query letters or manuscripts. It isn’t: business format for letters is, as the name implies, appropriate for business letters; query letters should be in correspondence format, with indented paragraphs, and there’s a completely different standard format for manuscripts.

That may be counter-intuitive to some writers — writing is writing, isn’t it? — but to those who handle professional manuscripts for a living, it seems self-evident. “Why would a query and a manuscript be formatted identically?” Millicent asks, genuinely astonished at the very idea. “They have utterly different functions. And since the publishing industry prides itself on maintaining standards of literacy, why would we jettison indentation just because people in other types of business that have nothing to do with books decided some years ago that indenting paragraphs was optional? Shouldn’t it be obvious to anyone who has ever picked up a traditionally published book that indentation is far from obsolete?”

Indented paragraphs are, to put it bluntly, not only the industry standard, but proper in English prose. They are an idea whose time has not only come, but remains.

It’s also darned handy at screening time: improper formatting is the single quickest flaw to spot in either a query or manuscript. So why wouldn’t Millicent free up an extra few seconds in her day by rejecting paper query letters devoid of indentation on sight? Especially when empirical experience has shown her that aspiring writers who don’t use grammatically-necessary indentation in their query letters often eschew it in their manuscripts as well?

“But Anne,” some of you demand indignantly, and who could blame you? “What does indentation have to do with the actual writing in a manuscript? Or a query, for that matter?”

Potentially plenty, from Millicent’s point of view. Remember, the competition for both client spots at agencies and publication contracts is fierce enough that any established agent fill her typically scant new client quota hundreds of times over with technically perfect submissions: formatted correctly, spell- and grammar-checked to within an inch of their lives, beautifully written, AND the kind of book the agent has an already-established track record of representing. So there’s just not a lot of incentive for her to give a query with formatting, spelling, or grammatical problems the benefit of the doubt.

Some of you still don’t believe me about the dangers of using business formatting, do you? Okay, let’s take a gander at what Millicent expects to see, a letter formatted observing standard English rules of paragraph-formation:

mars query indented

Now let’s take a look at exactly the same letter in business format:

biz style mars query

Interesting how different it is, isn’t it, considering that the words are identical? And isn’t it astonishing how many paces away a reader can be for the difference to be obvious?

Admittedly, to someone who has never seen a professionally-formatted query (or manuscript, for that matter) in person, it might not be so obvious. It also might not be obvious to those unfamiliar with correspondence format. Why, the very last time I used these examples at Author! Author! detail-oriented reader Kathy pointed out,

In your first example, you put a space between the indented paragraphs. But in our manuscripts, we don’t add that extra space.
So are we to add that extra space between indented paragraphs? And do we indent the paragraphs in an email query? I’m so confused!

I feel your pain, Kathy, but frankly, Millicent wouldn’t: the rules governing manuscript format are simply different from those governing correspondence. That’s always been true (at least since the advent of typewriters in the mid-19th century), yet many queriers seem to find it confusing. That generally comes as a surprise to folks in the publishing industry, because it would simply never occur to them that anyone would confuse a manuscript with a letter, or indeed, that anyone would believe that all writing on paper should be formatted identically. Thus the relative intolerance of business format I mentioned above.

To clear up the confusion, queries CAN have a skipped line between indented paragraphs, but it’s optional. They should be single-spaced (and limited to a single page), printed on only one side of the page (not all that difficult for a single-page letter), and have one-inch margins. Queries also have left-justified salutations and addresses, as well as middle-justified closing compliments and signatures.

Book manuscripts, on the other hand, are double-spaced, with no skipped line between paragraphs except to indicate breaks between different sections of text. Their paragraphs must always be indented — the practice of not indenting the first paragraph of a chapter is found only in published books, not properly-formatted manuscripts. They have slug lines (and if any of this is news to you, run, don’t walk to the aptly-named HOW TO FORMAT A BOOK MANUSCRIPT category on the archive list at right.)

So manuscripts really don’t look anything like letters, when you come right down to it. Nor do they look like e-mails.

A writer could get away with non-indented paragraphs in an e-mailed query these days, but it’s certainly not mandatory. As I mentioned, the Internet and most e-mail programs are set up for business format (i.e., no indentation, single-spaced). Thus, most e-mails are single-spaced with a skipped line between paragraphs, non-indented paragraphs, and left-justified closing and signature. Because that is the norm for e-mailed communications, that format is perfectly acceptable for an e-mailed query.

In a paper query, though, non-indented queries tend to be self-rejecting. Ditto with requested materials, even if you are sending them via e-mail. (Unless her agency specifies otherwise, Millicent will expect you to send any requested pages as Word attachments, not as inserts in the body of an e-mail; thus, all pages should include indented text. FYI, agencies that tell queriers to include sample pages or chapters with their queries are not technically requesting material: they simply like for Millie to have more information at her fingertips before she makes a decision. For an in-depth discussion of the differences between query packets and submission packets, please see the HOW TO PUT TOGETHER A QUERY PACKET and HOW TO PUT TOGETHER A SUBMISSION PACKET on the archive list at right.)

“Wait just a paper-wasting minute!” indentation-avoiders everywhere cry. “Let’s go back to that bit about non-indented queries being self-rejecting. Standards have changed; e-mail has eliminated the need for observing traditional paragraph standards in any context. Besides, at the risk of repeating ourselves, it’s the writing that counts, not the formatting.”

I understand the logic, of course, but it simply doesn’t apply at the query stage: Millicent cannot possibly judge the manuscript’s writing until she has requested and read the manuscript, right? A query is judged on different criteria (and yes, Virginia, I shall be going over those criteria in detail later in the series.)

Even if it were not, the agent for whom she works couldn’t possibly submit a manuscript devoid of indented paragraphs to a publisher, period; no amount of argument is going to convince Millicent otherwise. Demonstrating a familiarity with the location and function of the TAB key, then, is a pretty good idea.

Besides, not all businesses work in the same way. As anyone who works in an agency or publishing house would no doubt be delighted to tell you, there are many, many ways in which publishing doesn’t work like any other kind of business. One does not, for instance, require an agent in order to become a success at selling shoes or to become a well-respected doctor.

If you’re looking for evidence of the biz’ exceptionalism, all you have to do is walk into a bookstore with a good literary fiction section. Find a book by a great up-and-coming author that’s sold only 500 copies since it came out last year, and ask yourself, “Would another kind of business have taken a chance like this, or would it concentrate on producing only what sells well? Would it continue to produce products like this year after year, decade after decade, out of a sense of devotion to the betterment of the human race?”

Okay, so some businesses would, but it’s certainly not the norm.

Yet almost invariably, when I try to tell them that publishing is an old-fashioned industry fond of its traditions, that agents and their screeners tend to be people with great affection for the English language and its rules, and that a savvy querier should therefore be only too delighted to curry favor with these fine people by means as simple as hitting the TAB key from time to time, I receive the same huffy reply from writers who dislike indenting: some version of, “Well, I heard/read/was told that a query/marketing plan had to be businesslike. Therefore, it must be in business format. QED, tradition-hugger.”

I’m always glad when they bring this up — because I strongly suspect that this particular notion is at the root of the surprisingly pervasive rumor that agents actually prefer business format. Agents do occasionally state point-blank at conferences, in interviews, and even in their submission guidelines that they want to receive businesslike query letters. But businesslike and business format are not the same thing. Businesslike means professional, market-savvy, not overly-familiar — in short, the kind of query letter we talked about last time.

Business format, on the other hand, doesn’t dictate any kind of content at all; it’s purely about how the page is put together. There’s absolutely nothing about it, after all, that precludes opening a query with the threat, “You’ll regret it for the rest of your natural life if you let this book pass you by!”

All of these negative examples are lifted from actual query letters, by the way. My spies are everywhere.

All that being said, there’s another reason that I would strenuously advise against using business format in your query letters. A comparative glance at the two letters above will demonstrate why.

Take another look, then put yourself in Millicent’s shoes for a moment and ask yourself: based upon this particular writing sample, would you assume that Aspiring Q. Author was familiar with standard format? Would you expect Aspiring’s paragraphs to be indented, or for him/her (I have no idea which, I now realize) NOT to skip lines between paragraphs?

Okay, would your answer to those questions change if you had a hundred query letters to read before you could get out of the office for the day, and you’d just burned your lip on a too-hot latte? (Millicent never seems to learn, does she?)

No? Well, what if it also contained a typo within the first line or two, had odd margins, or began with, “This is the best book you’ll read this year!” or some similar statement? Wouldn’t you be at least a LITTLE tempted to draw some negative conclusions from the format?

Even if you wouldn’t, Millicent would — and perhaps even should. Why? Because although most aspiring writers seem not to be aware of it, every sentence a writer submits to an agency is a writing sample. And every page is proof that a writer not only has taken the time to learn the norms of the industry — like, say, that queries and manuscripts should be formatted differently — but is conscientious enough to be able to follow them consistently without coaching.

Why, yes, that is quite a lot to read into something as simple as how a writer chooses to format a query, or whether he knows not to open it with his best friend’s immortal assertion that the novel being queried is fated to sell better than JAWS, PEYTON PLACE, and the entire TWILIGHT series combined. But when a stranger comes up to sell you a meat pie, you’re going to be looking for whatever clues you can to figure out if he’s on the up-and-up before you take a bite out of it.

I can feel some of you getting depressed over this, but actually, I find it empowering that the high rejection rate is not arbitrary. Quick rejections are not about being mean or hating writers — they’re about plowing through the mountains of submissions that arrive not only daily, but since the advent of e-mail, hourly. Lest we forget, the average agency receives 800-1500 queries per week, and that’s not counting the post-Labor Day backlog or New Year’s Resolution Rush, folks. Agents and screeners have a very strong incentive to weed out as many of them as possible as rapidly as possible.

That’s why, in case you were wondering, that agents will happily tell you that any query that begins “Dear Agent” (rather than addressing a specific agent by name) automatically goes into the rejection pile. So does any query that addresses the agent by the wrong gender in the salutation. If you’re unsure about a Chris or an Alex, double-check the agency’s website; they often list bios with pronouns in them. If that fails, call the agency and ask whether the proper salutation is Ms. or Mr.; no need to identify yourself as anything but a potential querier.

And, of course, the most obvious self-rejecter of all, any query that is pitching a book in a category the agent is not looking to represent. Yes, even if the very latest agents’ guide AND the agency’s website says otherwise. Queriers don’t get to play rules lawyer; you’re just going to have to accept that these people know what their own connections are.

You are sitting down, are you not? Good, because what I have to say next may come as something of a shock: each of these self-rejecting queries will, in all probability, generate exactly the same form rejection letter as queries that were carefully considered, but ultimately passed upon.

So how precisely is an aspiring writer to learn what does and doesn’t work in a query? By finding out what Millicent has been trained to spot — and learning what appeals to her.

A great place to start: go to writers’ conferences and ask individual agents about what kind of queries they like to see, so you may compare their answers. Attend book readings and ask authors about how they landed their agents. Take writers who have successfully landed agents out to lunch and ask them how they did it.

Sound like a lot of trouble? You’re not alone in thinking so, I assure you. There’s a reason I revisit this topic so thoroughly once a year; I’m just trying to save you a little legwork.

However you decide to go about learning the ropes, do not, whatever you do, just assume that what works in other kinds of marketing will necessarily fly in approaching an agent. Almost universally, agency guidelines specifically ask aspiring writers not to use the hard-sell techniques used in other types of business: writers seeking representation are expected not to telephone to pitch, send unrequested materials, or engage in extracurricular lobbying like sending cookies along with a query letter.

Instead, be businesslike, as befits a career writer: approach them in a manner that indicates that you are aware of the traditions of their industry. We shall be talking about how to go about that next time, naturally. Keep up the good work!

Queryfest 2011 is open for business — and the masses rejoice!

At long last, I am proud to cut the ribbon on Queryfest, this year’s intensive foray into the ins and outs of all things query-related. I had intended to kick off the festivities on Monday, but as I may have mentioned last weekend, this walking on two legs thing is a whole heck of a lot more tiring than it looks. No wonder toddlers take so many naps.

That image seems appropriate, given how many aspiring writers spend any given day scratching their heads over that most basic of submission guideline requests: query with SASE. While that phrase might not seem particularly remarkable to those of us who deal with manuscripts for a living — or, indeed, to those of you who have been agent-hunting for long — to a writer brand-new to the quest, it can be downright mystifying.

“What is a query, other than a question?” these brave souls wonder. “What does that acronym stand for, and what about a SASE is too horrible to describe in fully fleshed-out English words?”

Perfectly reasonable questions, all — and surprisingly difficult to answer conclusively with even a rather thorough Internet search. As clever and incisive reader Elizabeth commented in our discussion last fall,

My queries are getting better as I go, but each expert I follow has different advice. How to choose which will work best for me and my book? It’s a quandary.

An excellent question, Elizabeth, and one I’m quite positive that many of your fellow queriers share. There’s certainly no shortage of how-to guides for would-be queriers out there; there are almost as many formulae out there for sure-fire query letters as there are professional givers of writing advice. Heck, substantial numbers of amateurs seem to post their notions, too, mostly phrased as though the advice in question were, if not actually something that any truly talented writer should have been born knowing, at least a precept to which any sane person seeking publication should adhere or risk being laughed out of literate society. Not to mention so self-evidently true and easy to follow that no explanation is required: simply stating the rule seems to be sufficient.

But they tend to be one-size-fits-all propositions, don’t they? Often, these doubtless well-meant query guides are simple lists of rules, light on explanation but heavy on dire warnings about what will happen to the unwary writer who does not follow them down to the last period.

I hate to burst anyone’s bubble, but better that you hear it from me than learn it from agonizing experience: the perfect query applicable to every set of agents’ eyes is as mythical as a unicorn and a centaur hitched to Apollo’s chariot. Frankly, generic queries don’t work, and even a relatively good boilerplate is going to start looking like a carbon copy to agents and their screeners within just a few months of its becoming popular with queriers.

I know, I know: that’s not what you’ve been hearing elsewhere. It’s true, nevertheless: no one, but no one can give you a fill-in-the-blanks query template that will work every time. Nor will following any given set of rules — yes, even mine — produce a query that will wow every single agent in the country.

How do I know that? Well, experience: the publishing world just doesn’t work like that. It values originality and individual writing style — why on earth would it even want to see identical (or close to identical) verbiage in every query letter?

But that’s not the only reason following a template is not a good idea. Because every book — and every category of book — is different, there is no such thing as a foolproof query formula into which any aspiring writer could simply plug her own information and hit SEND. And even if a query blueprint appropriate to any book, fiction or nonfiction, actually did exist, it wouldn’t necessarily be in your best interest to use it: literary agents are, contrary to popular opinion amongst aspiring writers, not automatons programmed to respond identically to everyone else in the publishing industry, but individual people with individual tastes.

Each of ‘em likes what they like, in short. That may seem like it makes your task harder, but actually, it can be empowering: you will be a much, much happier querier if you don’t fall into the exceedingly common querier’s trap of believing that any single agent’s response to your query is necessarily (a) the response any agent would have to it, (b) proof that the publishing industry’s rejecting your book’s concept, rather than the query letter that presents it, and therefore (c) just a handful of rejections means you should give up on the book.

Because the agenting world is diverse — and needs to be, in order to get the job done — (b) and (c) cannot be true. Even if agents did not harbor personal tastes (but they do), no one agent speaks for the entire industry. Furthermore, no agent in the world represents every kind of book, so the widespread belief that sending even the best-crafted query letter to any ten randomly-selected agents will engender ten identical responses is misguided. If nine of those agents don’t have solid track records representing books in your category, that never-fail boilerplate will, I can tell you now, fail with all nine.

And it may well fail with the tenth as well, if she’s just broken her heart by investing a year or two in fruitlessly trying to sell a book like yours. Or if she did sell that book three years ago, but the market has shifted. Or if she happened to have had a terrible honeymoon in the island paradise in which your story is set.

See earlier comment about individuals’ having individual tastes. Which is why (a) is unlikely to be true as well — but I’m getting ahead of myself, amn’t I?

That doesn’t mean, though, that those diverse-minded potential agents for your work don’t share certain expectations for what a query should be — or that there are not queries that would in fact be rejected by most of the agencies currently operating in this country. A professional query looks a certain way, contains specific information, and is, above all, a compelling argument for paying attention to both the book being queried and its author.

Which is why, as those of you who have been surfing the net in search of definitive answers may well have been wondering, agents, editors, and even freelance editors like me tend to be a trifle impatient with the oft-heard (but completely understandable, from a new writer’s perspective) complaint that it’s impossible for aspiring writer to tell what to do because there isn’t a single standard how-to list out there to which every authoritative source subscribes. From a professional point of view, the expectation underlying this complaint doesn’t even make sense: queries should be individuated for the book they are pitching, period.

So how could there possibly be a one-size-fits-all boilerplate? Or even a single list of rules? Every book — and every book category — is different; every agency has its own guidelines, and every agent has his own personal likes and dislikes. That being the case, why would it even be in agents’ best interest to subscribe to a single set of querying rules?

And where would they do it, the National Agency-Oppression Convention? The Society for the Simplification of the Deliberately Complex Field of Publishing? The Association for the Destruction of Opinion-Expression on the Internet?

Another commonly-held belief amongst aspiring writers that the pros tend to find mystifying: the notion that it’s the publishing industry’s job to track down every query advice-giving entity out there and bully it into conformity. It’s not as though the Internet Fairy is out there enforcing advice standardization across the Internet on any subject, or even fact-checking, for the most part.

Like everything else you find online, querying advice should be taken with a grain of salt. Yes, even mine.

Which is why, as those of you used to barked orders on what to do may well find surprising throughout Queryfest, I shall make a point to explain not only what your querying options are, but the pros and cons of each. With concrete examples, whenever possible. (And in case any of you missed last weekend’s announcement: if you would like to have your query letter used as an example in this series, here is how to go about submitting it. Who doesn’t like free professional query critique?)

So fair warning: what I’m going to be offering in Queryfest is not a one-size-fits-all boilerplate for querying success. That would be a waste of your time. Instead of just telling you what to say and how to format it, I’ve designed this series to help you create your own individualized query letter, perfect for your book and no one else’s.

How is this possible? For the same reason that agents and editors tend to be dismissive of the notion that it’s hard for a first-time querier to figure out what to do. From a professional point of view, it’s kind of surprising that even someone who believes every piece of advice he reads, from any source, wouldn’t pick up eventually that any query needs to contain the same basic elements: title, book category, whether it is fiction or nonfiction, brief description, credentials/platform for writing that particular book, polite sign-off, SASE if querying by mail.

Don’t worry, acronym-fearers; we’ll be defining that. I shall also be going over all of these requisite elements in enough detail that you can juggle them the manner best suited to present your book.

That’s going to require learning how agents think about books — and learning to talk about your manuscript in the terms that will make sense to them. Not to mention learning how to address your new and improved query to the right people. No query gets rejected faster than one pitching a book that the agent to whom it is addressed doesn’t handle.

If more than one statement in that last paragraph came as a surprise to you, you’re not alone. The overwhelming majority of queriers don’t learn nearly that much about how the publishing industry actually works before trying to capture its interest — and that’s a pity. In today’s hyper-competitive literary market, intelligent agents are not merely looking for good manuscripts by talented writers; they are seeking good manuscripts by talented writers who have rendered themselves easy to work with by having taken the time to learn how the publishing industry — wait for it — actually works.

In my experience, the most effective query letters are the alchemical effect of a combination of a well-written, professional letter, a writer who has taken the time to learn to talk about her manuscript in terms meaningful to the publishing industry, a book concept that happens to be appealing to the current literary market, and an open-minded agent with the already-existing connections to sell it successfully. Such a confluence doesn’t occur all that often — and it virtually never happens by accident.

“Heavens, Anne,” some prospective query-writers scoff, “if that’s your standard of good querying, I’m not surprised that you believe it doesn’t happen very often. As Elizabeth Bennet told Mr. Darcy after he listed his criteria for a genuinely educated woman, I do not wonder at your not knowing many; I wonder at your knowing any at all.”

Touché, skeptics, but not entirely true. As a matter of fact, I know scads of writers who produced such query letters by dint of persistent and intelligent effort.

How did they manage to pull off that difficult high dive? By coming to terms with the fact that there is no such thing as a single query letter ideal for every conceivable agent. There is, however, such a thing as a perfectly wonderful query letter specialized to appeal to a specific agent, as well as a slightly modified version personalized for another.

For the next couple of weeks, we’re going to be talking about cobbling together such a letter. Once you have the tools in your writer’s toolkit, you can use them to construct a whole flock of such letters, each tailored to an individual agent’s likes and dislikes and the expectations of your chosen book category.

Already, I hear martyred sighs rising across the English-speaking world. “But Anne,” easy-fix advocates protest, “that sounds like a whole heck of a lot of work, and I already resent taking time away from my writing to query agents. Couldn’t I, you know, just recycle the same letter over and over again?”

Well, you could, protesters. You could, I assure you, stop reading this right now, invest less than 20 seconds in a Google search of writing the perfect query letter, and come up with literally hundreds of one-size-fits-all templates that would make your life easier in the short run.

But I don’t think you should. Candidly, I think that the literally thousands of sources out there telling writers to follow this or that fool-proof formula are doing a serious disservice to those they advise, even when the actual elements of the advice they are giving is pretty good.

Why? Writers’ notorious aptitude for unwarranted self-blame, mostly; it’s driven literally millions of talented people into giving up on their books prematurely. The cycle usually runs a little something like this:

(a) Aspiring writer (let’s call him Ambrose, for the sake of storytelling convenience) finds an allegedly sure-fire query boilerplate online, in a book, in a class, and/or on the street somewhere.

(b) Rejoicing at the apparent ease of querying, Ambrose hurriedly copies and pastes his own information in to the template and sends it off to 1/5/127 agents.

(c) Since Ambrose’s query gives an accurate picture of neither his book nor his writing — how could it, when it consists almost entirely of one-size-fits all phrasing? — it gets rejected 1/5/127 times, usually via a form-letter rejection. (Hey, agents use templates, too; they’re real time savers.)

(d) Since Ambrose believes that the template he is using cannot possibly be the problem (it’s utterly foolproof, right?), he concludes that the only possible reasons he could have been rejected are:

(1) The book was lousy; somehow, the agent managed to sense that the writing was poor without reading any of it, or,

(2) The book was lousy, because the agent read the materials her website or agency guide listing said he could include with his query, or,

(3) The book’s concept was lousy, because that’s all the agent could possibly have judged from the query itself, but regardless,

(4) Rejection can only mean that he shouldn’t have queried with the book in the first place.

(e) Ambrose gets depressed for hours/weeks/months, far too much so to risk rejection again by sending out more queries, at least not anytime soon.

Recognize the pattern? Not from your own querying history, I hope, but from one or more of your writer friends?

What renders it sad is not solely the fact that Ambrose was rejected, but that his logic has a hole in it. He has not seriously considered the many, many other reasons an agency might have chosen to reject his query.

Such as, you ask? Well, the individual taste issues I mentioned above, of course. The culprit could also be having made the right case to the wrong agent, for instance, or having made the wrong case to the right agent. Or even having made the right case to the right agent at the wrong time; market demands — and thus agents’ needs — change all the time.

Rejection at the query stage can also be the result of the writer’s having formatted the letter oddly, or having failed to follow the directions on the agent’s website, agency guide listing, or Publishers’ Marketplace page. It could even have been a matter of having adhered to the standards set forth on one of these sources after the agency has changed its rules, or because the targeted agent no longer represents one or more of the types of book one of those sources says she does.

Rejection may, in short, come flying at an aspiring writer from any number of sources. As I think would be quite apparent if querying writers talked amongst themselves more about both rejection and the nuts and bolts of querying, rejection is not always the querier’s fault.

Nor, necessarily, is it the fault of the manuscript being queried. Most queries fail on a few very basic levels that don’t have much to do with the writing quality of the manuscript.

Yes, really: the vast majority of queries are rejected on the query letter alone. There’s a good reason for that: most of the query letters currently floating through the US Mail or flying via e-mail actually do deserve to be rejected by professional standards, but not because the books they are pushing are poorly written, poor concepts, or any of the million other reasons a manuscript might not be up to publication standard.

The most popular: unprofessional presentation, non-standard spelling and/or grammar, omitting to mention necessary information, hostile tone (again: yes, really), being sent to an agent who does not represent the kind of book presented, and, most notorious of all, the query’s obviously being a generic letter designed to be sent out indiscriminately to every agent currently operating in North America.

Agents have a pet name for the latter: they’re called Dear Agent letters, because some of them are so generic that they are not even addressed to a particular agent. Virtually without exception, US-based agents simply reject Dear Agent letters unread.

Also destined for the reject pile: queries sporting overused tricks to attract an agent’s attention — strategies, it may not astonish you to learn, often borrowed from one of the zillion guides out there, each giving ostensibly foolproof guidelines for how to construct a positively infallible query letter. Perhaps it is unfair, but nothing says generic query like the hip new lead-in that some hugely popular marketing guru was advising two years ago.

In my experience, simple works better than gimmicky — and certainly better than a boastful hard sell. Quite possibly because it is significantly rarer.

Although I am confident that my readers are too savvy to fall into the pitfalls that plague the average querier, the overwhelming majority of query letters agents receive are either uncommunicative, petulant in tone, just poor marketing — or (and I suspect you will have seen this coming. obviously copied from a standard one-size-fits-all pattern. We can do better than that, I think.

So let’s start at the basement and work our way up, shall we?

For those of you absolutely new to the art of approaching publishing professionals, a query letter is a 1-page (single-spaced, with 1-inch margins) polite, formal inquiry sent out to an agent or editor in the hope of exciting professional interest in the manuscript it describes. It is also, contrary to what most aspiring writers believe, a writing sample, so if it is poorly written, it’s toast, regardless of the strength of the book being offered.

It’s equally important to talk about what a query is not. A strong query should not be, contrary to popular practice, an occasion for either begging or boasting; you will want to come across as a friendly, professional writer who has done her homework. Nor is its goal to make the agent fall down on the floor, foaming at the mouth and crying, “I will die if I do not sign this author immediately!”

So what is its goal, you ask? To prompt the agent or editor to request pages. Period.

Let’s face it: no agent worth his 15% is going to sign a writer without reading any of her work. The sooner an aspiring writer accepts that, the sooner she can stop setting herself up for Ambrose-level disappointment. Going into the querying process with realistic expectations makes the process much, much easier on the ego.

So how does one go about eliciting the admittedly less dramatic but ultimately more respectful of your writing result, a direct request to read your manuscript? Without bells and whistles: an effective query introduces the book and the author to a prospective agent in precisely the terms the industry would use to describe them.

It is, in essence, the manuscript’s personal ad, intended to attract a compatible agent or editor to ask for a first date. To put it in terms more familiar to those of you followed my recent Pitchingpalooza series, the query is a written pitch, intended not to prompt an instantaneous offer to represent the book, but a request to read some or all of the manuscript or book proposal.

Ah, I just scared some of you with that comparison to pitching, didn’t I? “That’s all very easy to say, Anne,” point out those of you who find the prospect of sitting down face-to-face with a real, live agent about as appealing as hand-feeding a hungry wolf marshmallows by balancing them on your nose, “but you just got finished telling us that there’s no such thing as a one-size-fits-all formula. So how does a writer trying to break into the biz pull it off without a prescriptive plan that tells him precisely what to do at every step?”

Well, for starters, don’t feed wild animals that way. Are you trying to get mauled?

Once you toss aside the twin preconceptions that there is only one kind of perfect query letter and you are being expected to guess what it contains, constructing a good query letter introduction for your manuscript or query letter becomes quite a bit easier. It just requires a bit of advance preparation.

I felt you tense up again, but trust me, this is prep that you — yes, YOU — are uniquely qualified to do: figuring out what your book is about, who might want to read it, and why. Once you have figured out those elements, writing the query letter is a matter of constructing a document with elements you already have on-hand.

And that’s a comparative breeze, because instead of trying to chase an elusive wraith of an ideal or copying what worked for somebody else, you’re talking about a book you love. What’s more natural to a writer than that?

I hasten to add: being natural does not mean presentation doesn’t count. Your query needs to be businesslike without using business format (long-time readers, chant it with me now: documents without indented paragraphs appear illiterate to folks in the publishing industry), discussing your book project in terms that an agent might use to describe it to an editor.

Keep taking those nice, deep breaths; you are already well prepared to do this.

Don’t believe me? Okay, let’s take a gander at the information you would need to include, so you may see for yourself just how much of it you probably already have at your fingertips. Typically, a query letter consists of five basic elements:

1. The opening paragraph, which includes the following information:

* A brief statement about why you are approaching this particular agent
Hint: be specific. “I enjoyed hearing you speak at Conference X,” “Since you so ably represent Author Q,” and “Since you are interested in (book category), I hope you will be intrigued by my book” all work better than not mentioning how you picked the agent in the first place — or putting it as bluntly as, “I did a web search under Literary Agents, and your name popped up.”

*The book’s title
Self-explanatory, I should hope, but you would be surprised how often queriers leave it out.

*The book’s category
Where your book would sit in a bookstore? Most queries omit any mention of book category, but as in a pitch, it’s essential; no agent represents every type of book on the planet.

*Word count (optional)
Actually, I never advise including this, unless the agency states specifically in its guidelines that it wants to see word count in queries. If they don’t ask, don’t include it.

Why not? Because including the word count makes it easier to reject so many queries off the bat. If your work falls within the normal word count for your genre — for most works of fiction, between 80,000 and 100,000 words (estimated)– it won’t do you any harm include it, usually, but if it is longer, it’s not worth your while. (If you don’t know how to estimate word count — most of the industry does not operate on actual word count — please see the WORD COUNT category on the archive list at right.)

2. A paragraph pitching the book.
This is the part that stymies most queriers. Relax — we’re getting to it. For now, just bear in mind that this section should not be a paraphrase of your dedication page or a preview of the blurb you’d like to see on the jacket. Don’t praise your book; describe it.

3a. A BRIEF paragraph explaining for whom you have written this book
What an agent will have in mind is an already-established target market of readers with a demonstrated interest in books like yours. Keep it realistic. Speculation that every woman/man/fly fisher in America will want to read your book will fall flat, for the exceedingly simple reason that any agent will already have seen this claim literally thousands of times.

3b. and why your book might appeal to that demographic in a way that no other book currently on the market does.
If the demographic is not especially well-known (or even if it is; agents tend to underestimate the size of potential groups of readers), go ahead and include numbers. If you can compare your book to another within the same genre that has sold well within the last five years, this is the place to do it, but make sure to make clear how your book serves the target market differently and better.

Don’t make the very common mistake, though, of having your book sound like a carbon copy of a current bestseller. You want your work to come across as unique.

4. An optional paragraph giving your writing credentials and/or expertise that renders you the ideal person to have written this book
Or, indeed, absolutely the only sentient being in the universe who could have pulled off this daunting task well. Here is where you present your platform — or, to put it in a less intimidating manner, where you explain why the agent should take you seriously as the author of this book.

Actually, this paragraph is not optional for nonfiction, and it’s a good idea for everyone. Include any past publications (paid or unpaid) in descending order of impressiveness, as well as any contest wins, places, shows, semi-finalist listings, etc., and academic degrees. (Don’t worry: we shall be talking in depth about what degrees will and will not strike an agent as relevant for a fiction writer.)

If you have no credentials that may legitimately be listed here, don’t panic: just omit this paragraph. However, give the matter some serious, creative thought first. If you have real-life experience that gives you a unique insight into your book’s topic, include it. (It need not have been paid work.) Or any public speaking experience — that’s actually a selling point for a writer, since so few ever read in public before their first books have come out. Or even ongoing membership in an established writers’ group.

Anything can count, as long as it makes you look like a writer who is approaching the publication like a professional. Or like a person who would be interesting to know, read, and represent.

5. An EXTREMELY brief, polite closing paragraph
Here is where you thank the agent for her time, mentioning any enclosed materials (synopsis, first five pages, or whatever the agent lists as desired elements), calling the agent’s attention to the fact that you’ve enclosed a SASE (self-addressed stamped envelope), if you are querying via regular mail, and giving your contact information, if it is not already listed at the top of the letter. (If you can’t afford to have letterhead printed up, just include your contact information, centered, in the header.) Say you look forward to hearing from her soon, and sign off.

There, that’s not impossible to pull off in a single page, is it?

Oh, dear, you’re tensing up again at the prospect of sitting down and writing it, aren’t you? Don’t panic: again, you may already have constructed — mentally, anyway — some or all of the constituent parts of a professional-looking query letter. You merely have to pull them together into a polite missive personalized for each agent you plan to approach.

A good way to start is to work on each element of the query individually, then snapping the pieces together. Trying to write the entire thing from beginning to end in one sitting, as most aspiring writers do, is not only more stressful than doing it piecemeal; it also tends to end in a rushed, panicked note tossed off quickly, just to have it done.

Don’t look at me that way; I know you’re in a hurry to pop that letter in the mail, but in the long run, taking the query piece by piece can save you time. Take a gander at how easily the building blocks snap together to make a log cabin — and if you’re having trouble reading the individual words, try holding down the COMMAND key and pressing + to enlarge the image:

You can pull that off without breaking a sweat, right?

I see quite a few lit-up eyes out there. “Um, Anne?” some wily sorts murmur, jotting down hasty notes. “What you’ve just shown looks suspiciously like a template. Mind if I borrow it wholesale and use it as such?”

Actually, I do, but not because I’m especially proud of having penned a sentence as immortal I enclose a SASE for your convenience, and I look forward to hearing from you soon. You should eschew copying anybody else’s query letter for the very simple reason that it is important that your query letter sounds like your book.

Not my book, or the creation of any of the small army of writing gurus out there, but yours. After all, you’re not seeking representation for a generic volume; you’re looking for the best agent for your particular manuscript.

So why on earth would you waste your time — and your manuscript’s potential — on a generic query letter? By the time we’re finished, the very suggestion that your book’s chances would be improved by utilizing boring, one-size-fits-all query copy is going to make you laugh out loud.

At least, I hope it will. Tune in tomorrow, campers, and keep up the good work!

Generating a query list-palooza, part 2: is honesty the best policy, or merely a very, very good idea?

passionflower vine

What do you think, campers? Was yesterday’s How to Find Agents to Query-palooza a better title for this series, or do you prefer Generating a Query List-palooza? I’m not thrilled with either, frankly, but I like FindingAgentstoQuerypalooza even less. I suppose I could always turn it into an acronym (FAQpalooza has a certain visual appeal, I must admit), yet in my experience, if the title doesn’t instantly tell the reader what the post is about, they tend to click onward.

All of which is to say: I’m open to suggestions. And don’t be surprised if every day of this series has a different moniker up front.

So much for the superficial; on to the substance. Last time, I extolled the virtues of figuring out one’s book category before embarking upon the arduous task of seeking out agents to query.

Why? Well, an array of reasons, the most pertinent to your list-generating success being (a) agents think of manuscripts as inherently belonging to marketing categories, thus (b) they tend to express their preferences for what they do and don’t want to represent in those terms. Since (c) it is a complete waste of your time to query an agent who does not represent books in your category — or no longer represents them — having narrowed down your book’s category to, if not a single choice, then at least the nearest two or three, will not only help you avoid rejection {because (d) no query is easier to reject than one for a kind of book the agency does not handle}, but will also make it significantly easier to figure out which agents are even possibilities for inclusion on your querying list.

Whew. Try saying that last sentence three times fast.

It will even help you if you are planning to pitch at a writers’ conference. As any of you who have found yourselves on a conference-throwing association’s mailing list are probably already aware, attending a conference — particularly one that features face-to-face pitching appointments — is one of the best ways for an aspiring writer to connect with an agent. Although not necessarily in the way that conference brochures often imply: contrary to both popular opinion amongst aspiring writers and the marketing materials aimed at them, it’s extremely rare that an agent will hear a conference pitch and fall so in love with a book’s concept that she shrieks at the pitcher, “I adore this book! I’m going to sign you this very minute!”

Why not? Think about it: why would she presume that a person who can describe a book well verbally must necessarily also be able to write well? She describes books well for a living, yet she has probably never written one. She is going to want to see the actual manuscript before she commits to anything.

So much for the myth of instant signing. What conference pitching can do for you — and don’t sneeze at this; it’s not an inconsiderable advantage — is allow you to skip the querying phase altogether. If the agent to whom you are assigned to pitch (or whose attention you manage to engage politely between conference sessions) thinks your book sounds marketable, he will ask you to send either a partial or a full manuscript.

In other words, the best-case scenario is that he will respond precisely the way his screener, Millicent, would respond to a written query.

He will only ask for pages under certain conditions, of course. And what are those conditions, you ask with bated breath?

In order to pique an agent’s interest, a pitch must demonstrate that the book in question

(1) is on a subject that the agent finds fascinating (a matter of individual taste, always),

(2) is something the agent might be able to sell with his current connections in the literary market conditions of today (which change constantly, AND

(3) falls into one of the book categories he (or someone at his agency) already represents.

These should sound at least vaguely familiar to those of you who have been following this autumn’s ‘Palooza series: they are precisely the same conditions a query must fulfill in order to prompt Millicent to request materials. Obviously, whether one is pitching or querying, though, one’s chances of fulfilling Condition #3 are considerably higher if (a) one has already taken the time to figure out one’s book category (perhaps with the assistance of the aptly-named HOW TO FIGURE OUT YOUR BOOK’S CATEGORY posts on the archive list at right) and (b) one has done sufficient research on the agents one is approaching to know whether they represent that category.

And why would investing that time in research save you chagrin in the long run, campers? Shout it with me now: because it’s a complete waste of time to query or pitch to an agent who doesn’t represent your book category.

I cannot sufficiently stress the importance of doing your homework before signing up — or signing a check — to pitch at a conference. The overwhelming majority of first-time pitchers assume, wrongly, that conference organizers will automatically assign them to the right agent. Or — sacre bleu! — that it doesn’t matter which agent hears their pitches. All agents are identical, right? If a book is really marketable, any agent currently inhabiting this side of the earth’s crust will immediately snap it up. If not, well, the writing must not be very good.

If reading those last four sentences made you feel slightly sick to your stomach, you’re not alone: they represent a very, very common writerly misconception about agent-landing. If, on the other hand, those sentences made you laugh heartily, congratulations: you’ve been doing your homework about how agencies actually operate.

In the U.S. literary market, there is no such thing as an agent who represents every kind of book, any more than there is a publishing house that publishes indiscriminately, regardless of book category. These people and institutions are specialists.

So if you are trolling the Internet for pitching opportunities, it might not actually be in your best interest to assume that the one geographically closest to you will provide the best value for your conference-going buck. Again, think about it: if a conference does not feature agents who represent your book category, what good could it possibly do for you to make a pitching appointment there?

Instead, stick to conferences that either specialize in your book category — many genres host their own regional or national gatherings — or whose scheduled attending agents do so. Most conference brochures and websites will include brief bios for invited agents; since those short blurbs are often rather vague, you might also want to look up the agents in one of the standard agents’ guides or online before you register.

That’s one way to meet agents — one of the most expensive, unfortunately. Typically, conferences that offer pitch sessions are costlier to attend than those that do not; some even charge an extra fee per pitching appointment. (Yet another reason to do one’s homework before registering, eh?) Even if you opt for a conference that does not offer formal appointments, however, you may still be able to make an informal hallway pitch or have a conversation with an agent who happens to be giving a lecture.

Which brings me back to a suggestion from last time: even if you did not get an opportunity to pitch to an agent at a conference, you may still want to send her a query. Perhaps one beginning: I enjoyed hearing you speak at the recent Conference X. I hope you will be interested in my novel… I also, if you will recall, suggested tracking down who represents your favorite authors.

I have a more words of advice about the latter method yet to dispense, but before we move on, I feel ethically obliged to revisit the former briefly, to address a questionable querying practice I have seen in my travels. It pains me to report that some wily aspiring writers out there who do not actually attend conferences, but send out queries implying that they have.

How do they pull that off? These unscrupulous souls habitually surf the web, finding out which agents are scheduled to speak at which conferences and when, wait a week or two, then send the attending agents I so enjoyed your talk at Conference X, and I hope you will be interested in my work… queries. These unscrupulous have even been known to write Conference X attendee in big red letters on the outside of their query packets or type it in the subject lines of their e-mails.

And why do these clever-but-underhand writers do this? Because they have been hanging around the industry long enough to know that

(a) by a couple of weeks after a large conference, the average agent might not remember be able to pick everyone who pitched to her out of a police line-up, much less remember who was or was not in the audience during her how-to-wow-me speech,

(b) even at a small conference, many writers are too shy to approach an agent directly, so chances are, the agent will not have met everyone there, and

(c) at a big agency, a reasonably well-established agent will have a Millicent going through her queries for her, anyway.

Therefore (these cads reason) the chances of being caught in the lie about attending are next to nil, and since the benefits of being able to claim conference attendance can be fairly significant — as I mentioned last time, conference-going queriers’ letters usually end up in the closer scrutiny pile — they have no scruples, apparently, about dressing themselves in borrowed clothes. Why not, these abandoned types reason: at worst, being caught means the query and/or eventual submission’s being rejected, that’s all.

Fie, fie.

Actually, there are a couple of ways in which such bold souls do tend to get caught, and since I am here to preach practicality, rather than morality, I feel honor-bound to point them out. First, agent rosters for conferences are NOTORIOUSLY malleable; many a Millicent loves to tell tales of the query letters they’ve received that extolled the pleasures of meeting an agent who was not even in the time zone of the mentioned conference on the date mentioned.

Second, since agents routinely talk at conferences about their specific book needs of the moment, it’s quite common for Millicents to find their inboxes inundated with queries for their bosses’ latest yen a week or two after a conference. Agents are equally likely to announce at conferences what no longer represent — which means, in practice, that what they say there is often substantially different than what’s in the blurb they gave the fine folks who put together the conference brochure several months ago. It’s not even all that unusual for a conference brochure to re-use a blurb from the last time that agent attended, even if his preferences have changed in the meantime.

You can see the pretend attendee’s mistake coming, I hope? If a querier says, I was so pleased to hear you say at Conference Y that you are looking for paranormal romance, and I hope you will be interested in mine, and Millicent knows that her boss marched into Conference Y and declared, “I’m so sick of paranormal romances that I wish never to see a query for one again,” that’s obviously an automatic rejection offense. True, since changing preferences are often not expressed in the latest edition of an agency guide, the unprincipled conference-claiming writer will probably only be making the same mistake as aspiring writers working from an outdated guidebook, but still, fie.

Brace yourself for #3, campers, because it represents some pretty hardened criminality. If you are easily shocked, you might want to avert your eyes.

Some dodgy writers are not satisfied with merely imposing upon Millicent with an untrue statement in a query letter. Sometimes, they will send the first 50 pages of their manuscripts to an agent who attended a conference, along with a disingenuous letter thanking the agent profusely for requesting the materials at a conference so jam-packed with writers that the agent might well have been the recipient of dozens of hallway pitches.

Fie, fie, FIE!!! I find this one particularly offensive — although truth compels me to say (off the record, of course) that I do know several successfully published authors who got their agents this way.

But that doesn’t make it right, my friends; it only makes it common. You’re better than that. I know you are.

Now that we’re all sadder but wiser about the ways in which this wicked, wicked world works, let’s talk about how to track down and solicit established writers’ agents without resorting to sordid trickery. Just where does a writer go to find out who represents what, in order to target her queries effectively?

Last time, I talked about the most common advice agents give to aspiring writers: find out who represents your favorite authors, usually through trolling acknowledgments pages, and querying their agents. (Actually, the most common advice agents give to writers is to go away and query someone else — the previous axiom is merely the most frequently-given advice about how to FIND an agent. But I digress.) This can be a dandy way to find a good agent with a proven track record in representing a particular kind of book.

Do be aware, however, that if the authors whose agents you approach are well-known, have published more than a couple of books, and/or are award winners, their agents may not be altogether keen on picking up the unpublished. This is especially likely to be the if the books you are checking happen to have come out more than a year or two ago — or if the authors in question were overnight successes tend to linger at the top of the NYT bestseller lists.

Check agency websites and standard agents’ guides before you invest a stamp on a query: the agent willing to fall in love with a previously-unpublished writer a decade ago may well not have done so again anytime within the last couple of years. Not all agencies are open to first-time authors. Another reason to double-check those acknowledgements: it’s entirely possible that the agent representing a major author now is not the same one who first took a wild chance on him as an unknown back in the 80s.

Why? Well-established authors often move up to more important agents as they gain prestige, so by the time that a Pulitzer Prize-winner like Alice Walker ends up at the Wendy Weil agency, she may have traded up two or three times. The exceptionally gifted memoirist Barbara Robinette Moss, for instance, traded up to Ms. Weil; I don’t know if that’s how essayist Sarah Vowell ended up there. But see my point?

Authors change agents all the time, and client-poaching, for lack of a nicer term for it, goes on more than most aspiring writers expect. And for good reason: as I believe I MAY have mentioned before in this very post, both market and individual tastes change, and not all agents enjoy an equal ability to sell a particular book.

Some have better connections for an author’s next book than others: some habitually lunch and cocktail party with editors at larger publishing houses, for instance; some went to college with more fine folks who ended up at imprints devoted to literary fiction than others. It may even be as simple as a particular agent’s having sat next to a particular editor at a writing conference’s rubber chicken dinner, but the fact is, different agents enjoy different levels of access to the people who would need to approve the acquisition of any given book.

So after an author has a major success, or even a modest one, with his original agent — that hard-working soul who was willing to take a chance on an unknown, bless her — it’s not all that unusual for him to start looking toward a better-established agency. Or for a more prominent agent to begin courting him.

Which sometimes leads to some rather amusing odd head jerkings in restaurants and bars adjacent to writers’ conferences: “What’s Author X doing having brunch with Agent R?” Agent B will hiss, pretending to drop his napkin as a cover for turning around to look. “I nursed X through three novels!”

The moral, should you care to know it: it’s not in your interest to assume that the agent whom the author thanks in the acknowledgments in his most recent book is necessarily the one who got him his first break. If the book in question is very successful, or is the follow-up to a success, that name could as easily be Agent R as the guy who dropped his napkin surreptitiously to stare at their clandestine meal.

Checking an established author’s FIRST book’s acknowledgements is often a better bet, especially if that author only broke into the big time within the last few years. Be aware, though, that a laudable willingness to take a chance on a hot new talent is not always how agents end up representing a particular author. Like John Irving, an author may have married his agent, Janet Turnbull Irving of the Turnbull Agency, a feat you could hardly hope to reproduce between now and Christmas.

Although let me know if you do, and I’ll send along a wedding present.

It’s also not unheard-of for an agent to make her reputation on a single well-known client, and to concentrate most of her efforts on that client, rather than on new ones. Often, these bestselling authors’ prestige was probably the key that opened the door to the top-flight agencies, rather than their beginning-of-the-career raw talent.

Generally speaking, you will be better off if you place the agents of writers on the bestseller lists lower on your priority roster, and concentrate on midlist or first-time authors. If you do decide to go hunting for the big game, bear in mind that that a Millicent Writers House, for instance, will inevitably open a LOT of queries that begin, As you handle Ken Follett…, Since you sold Nora Roberts’ last book…, and Since you so ably represent Neil Gaiman…

Such queries will not get any points for novelty, if you catch my drift.

Recall, too, that an agent who represents a bigwig author will often spend the bulk of his time catering to the bigwig’s business — and thus may well have little time to lavish on a new-but-brilliant client. (If you should ever find yourself within shouting distance of the delightful Don Maass of the Donald Maass Agency, ask him about how many days per year he devotes to a client like Anne Perry, as opposed to a client he’s just signed. Go ahead, he won’t be offended: he talks about it at conferences.)

In short, setting your heart on your favorite bestseller’s agent may not be the best use of your time and energy. Where the Since you so ably represent Author Q, I believe you will be interested in my work… gambit will serve you best is with lesser-known writers, particularly those who are just starting out.

Seriously, many agents nurturing a pet author or two, someone whose books currently sell only a few thousand copies, but the agency hopes be breaking into mainstream success any day now. Where recognition is scant, any praise is trebly welcome, so the clever writer who is the first (or tenth) to identify the up-and-coming writer as THE reason for picking the agent is conveying a subtle compliment to eyes hungry to see it. The agent (or her Millicent) often thinks, “My, here is a discerning person. Perhaps I should give her writing a chance.”

Good reason to go to first-time authors’ public readings, eh? The less famous the writer, the less well-attended the reading usually is. Maybe, if you are very nice (and one of the three people who showed up for the book signing), the brand-new author might even agree to let you begin your query letter, Your client, Brand-New Author, recommended that I contact you…

Again, do you think such a letter will get more or less attention than the average query?

A couple of words of warning about using this strategy, however. First, if you value your credibility (and you should), do not state, even as an indirect implication, that the author recommended you contact the agent unless it is true.

Oh, you may laugh, but aspiring writers do this all the time; it’s a well enough known dodge that agents routinely ask their clients, “Hey, what can you tell me about this writer?” If the response is, “Who?” using the recommendation might actually carry a negative value.

If you do indeed have a recommendation, great. If you do not, however, it’s just not wise to tempt fate.

But in response to what half of you just thought very loudly indeed, in terms of pure ethics, I think that a famous writer’s telling you at a conference, “Gee, you should talk to my agent,” constitutes a recommendation, and you are entitled to use it accordingly. A word to the wise, however: since it is not unheard-of for a touring writer not to recall the names and/or book titles of every soul with whom she had a conversation on a 9-state tour or at a 450-attendee conference — I tremble to tell you this, but it’s true — you might want to play it safe by sending off a brief, polite thank-you note to the recommender before you query her agent. (Most publishing houses will forward readers’ correspondence to their authors.)

Yes, it’s a bit time-consuming, but yet again, I would encourage you to think about it: wouldn’t you rather that famous author’s response to her agent’s inquiry about you were, “Oh, yes, that charming young writer; he just sent me a note,” than “Who are you talking about, Maisie?”

Also, it’s dangerous to use the names of writers whose work you do not like as calling card with their agents– and downright perilous to use the names of writers whose work you have not read. It’s only prudent to assume that, at some point, you will be having a conversation with the agent about the author whose work you praised.

The more obscure the author, in my experience, the more likely this conversation is to happen. If you hate the prose stylings of Alan Hollinghurst (whose work I love, personally; the last I checked, he was represented by Fletcher & Co.), or if you have never read any Dorothy Allison (Frances Goldin Agency), it’s probably not the best idea to present yourself as an enthusiast to their respective agents, or indeed to anyone who knows their work very well.

Your mother was right, you know: honesty is the best policy. Go give her a call, and keep up the good work!

First pages that grab: Author! Author! Great First Page Made Even Better second-place winners in YA: Suzi McGowen’s A Troll Wife’s Tale and Sherry Soule’s Dark Angel (a.k.a. Beautifully Broken)

Suzi McGowen author photoSherry Soule author photo

No, I haven’t taken a look at the daunting task that is Synopsispalooza and abandoned it in terror — I shall be posting again in that excellent endeavor this evening. This morning, however, I would like to press forward with the next of the winning entries in the Author! Author! Great First Page Made Even Better Contest, the takers of second-place honors in Category II: YA, Suzi McGowen and Sherry Soule.

That’s Suzi on the left, Sherry on the right. Today, they are going to take us into the very trendy worlds of YA urban fantasy and YA paranormal.

Take a good gander at those well-constructed author photos — one of the reasons I asked the A!A!GFPMEB winners to provide them was to start all of you thinking about your author photos well before Authorbiopalooza in October. (It’s a Paloozapalooza this autumn at Author! Author!) Why think begin to ponder it well in advance? Well, two reasons. First, for most writers, coming up with a photo they like takes a few tries. Or a few hundred. Second, when the request for an author photo (or author bio, for that matter), it tends to be rather last-minute.

As in, “Oh, I’m going to start sending out your manuscript to editors tomorrow, Author McWriterly. Can you e-mail me a bio with a photo tonight?”

Trust me, you’ll be a much, much happier camper if you already have that photo — and that bio — in hand. (That’s true of synopses, too, actually, so be sure to tune back in tonight for more guidance on that front.)

Back to the business at hand. One of the problems faced by aspiring writers trying to break into a book category that happens to be hot at the moment — and remember, all publishing trends are temporary; what’s hot today may not be next year — is that, inevitably, there will be greater competition for the admittedly greater number of publishing slots. It’s an industry truism, as predictable as the flowers in spring: 1-2 years after a breakout bestseller appears, agencies will be flooded with queries and submissions with eerily similar premises.

And if there’s a series like TWILIGHT or HARRY POTTER that hits the big time? So many submissions for books like them will appear that entire subgenres may be formed.

In a way, this phenomenon is good for aspiring writers, especially for those who happened to be working on, say, YA paranormal romances when the first TWILIGHT book came out. The nice thing about the ever-changing book market is that it actually does tend to reward writers who keep weeding their own particular patch of it year in, year out: eventually, their chosen category may well become trendy.

That’s important to bear in mind, because there are always plenty of people, including agents and editors at conferences, eager to declare a particular book category dead — or impossible to sell, which in the publishing world amounts to the same thing. Just ask anyone who was trying to land an agent for historical fiction six months before COLD MOUNTAIN was a surprise bestseller.

That’s why they’re called surprise bestsellers: even the pros don’t necessarily see ‘em coming. Then they spend the next two years actively soliciting similar manuscripts, the following two tolerating similar manuscripts, and the next four wondering why in heaven’s name aspiring writers keep sending them similar manuscripts. Don’t they know the market has moved on to the next trend?

Of course, the cycle is longer with a breakout series; one has only to read the daily acquisitions listings on Publishers’ Marketplace or Publishers’ Weekly to see that books similar to TWILIGHT are still being picked up in droves. So naturally, thousands upon thousands of writers continue to describe their YA paranormals in TWILIGHTish terms, their YA fantasies in Potterish language, etc.

That strategy makes quite a bit of sense at the front end of a trend, or even at its height. The longer a wave continues, however, the harder it is to make a case that a manuscript by a writer who has never published before in that book category — like, say, the million or so adult fiction writers who have stampeded into the YA market over the past few years — is adding something new and original to the current offerings. And all too often, queriers abet that difficulty by emphasizing how their work is akin to the iconic bestseller in the category, rather than how it is different.

Which brings me back to today’s winning entries. As those of you who entered the contest may recall, one of the required elements was an identification of the entry’s book category and a brief explanation of what this manuscript would bring to that category’s already-existing target market. As so often happens with the descriptive paragraph of the query letter, most entrants mistook this requirement for either a request for a boasting back-jacket-style puff piece (This book will revolutionize Westerns!) or, you guessed it, an invitation to compare one’s own work with bestsellers.

Both of these approaches tend to sell original writing radically short. No matter how many times agents march into writers’ conferences and declaim, “I’m looking for books like Bestseller X,” the publishing industry has never been very taken with carbon copies. What these agents actually mean is, “Since editors are eager to replicate the success of Bestseller X, I am looking for new writers whose manuscripts will appeal to the same target demographic, those folks who have already demonstrated that they are willing — nay, excited about — buying similar books. So I want to see a manuscript with a fresh voice that nevertheless shares certain selling points with Bestseller X.”

Given that motivation, such an agent is unlikely to tell her agency screener (our old pal Millicent, natch) just to request pages from every querier whose descriptive paragraph says this book is just like Bestseller X, right? If a book category happens to be trendy, 70% of what crosses Millicent’s desk will be able to make that claim; by definition, surprise bestsellers change the expected selling points for new manuscripts in their book categories.

So what’s a better strategy for catching her eye? Assuming that any agency that represents that book category is already aware of Bestseller X’s selling points. Instead of telling her that your book shares them, why not show her how it is different, yet will appeal to the same target audience?

I can feel some of you who write in currently hip categories fighting that last paragraph. “But Anne, you said throughout Querypalooza that a querier has only a few lines to grab Millicent’s attention. So how can labeling my book as one with similar bestseller potential possibly undersell it?”

Glad you asked, conclusion-resisters. A lot of aspiring writers believe that a generic comparison to an established author’s work — which most this is the next Bestseller X! claims boil down to being, right? — is inherently more effective at promoting a manuscript than a specific demonstration of the book’s original elements.

As it happens, today’s winning entries disprove that assumption quite nicely. Here is Suzi’s brief description for A TROLL WIFE’S TALE:

You’ve heard of urban fantasy? That dark and gritty world of modern day cities, where elves and witches roam? My novel is the Young Adult version. Call it a suburban fantasy, where a female troll sets out to right wrongs, save the world, oh, and become a tooth fairy.

And here is Sherry’s for Dark Angel. (Please note: between the time that Sherry entered the contest and when we informed the winners — admittedly, a long time; my apologies — she changed the book’s title to BEAUTIFULLY BROKEN. A good call, I think — BEAUTIFULLY BROKEN is a perfectly marvelous title — but obviously, the judges had to work with the original entry. I hope this does not cause any confusion in future web searches, after the book comes out.)

DARK ANGEL is a twist on the young adult, boy meets girl, supernatural love story. This time the boy is the “normal” one and the girl is the supernatural and attractive teenager.

Both of these descriptions make the books in question sound rather generic, don’t they? The first doesn’t bring up an original element until the last few words. Not the best structure, strategically, as Millicent is likely to find the first three sentences a trifle perplexing: there is already a well-established YA urban fantasy category, so why not just state the book category up front and move swiftly on to what’s fresh, original, and exciting about this book?

Especially since there is so very much that is fresh, original, and exciting about this book. Take a gander at Suzi’s one-page description:

Troll Wife could use a job, so when she finds the poster on the telephone pole that says, “Any fae may apply,” she does. She’s as surprised as anyone when she’s accepted for training as a tooth fairy.

She’s also surprised by the impressive number of injuries she racks upon the job. A broken bone and a concussion? Eh, maybe she should have expected that. After all, learning to fly isn’t as easy as it sounds. But the gunshot wound? That was because she was fighting a monster that she ran into while collecting teeth.

The monster, called Oubliette, was a soldier in the war between the humans and the fae, hundreds of years ago. Now Oubliette wants to start the war all over again. This time, it wants to kill all the humans, not just most of them. The other tooth fairies should be her allies in this war against Oubliette, but Troll Wife doubts that any fae that smells like cotton candy can help save the world.

Troll Wife only has days to learn how to fight the Oubliette, protect the human children from it, and make sure that she collects her quota of teeth. While she’s at it, she needs to find out what dark secret the tooth fairies are hiding, and rescue herself from their tangled web.

Sounds like a genuine hoot, eh? But did you gain a sense of that delightful whimsy in the brief description?

DARK ANGEL’s brief description falls into an even more common querying trap: it presents the story as merely a gender-flipped twist on a bestseller. It also assumes — wrongly, based upon the longer description and the first page — that the similarity to that bestseller’s premise is the most interesting thing about this manuscript.

That made the judges rather sad, since on the page, it’s the least interesting thing about this story. Furthermore, the stories do not seem very similar. Take a peek at her longer description:

A sixteen-year-old impetuous outcast has seen ‘shadows’ for as long as she can remember and they always turn up when something bad is about to happen.

When those dark companions follow, Serenity Broussard to church with her family it begins no differently than any other day, except that she gets her first glimpse of the hot new guy in town. It’s a small town so it doesn’t take long for the gossip to spread about Trent Donavon, especially when he moves into his family’s rumored-to-be haunted mansion.

Trent and Serenity began to date and the seemingly perfect state of their relationship is thrown into chaos after she takes a job as an intern, helping restore his family’s estate. It doesn’t take Serenity long to realize that something is terribly wrong. The mansion is full of ghosts and secrets.

The house awakens latent psychic powers in Serenity, who finds herself being stalked by a ghost who tries to communicate with her in terrifying ways. The shadows lurking around Serenity—ever present and insubstantial are something else. Lacking in the description is one common denominator unifying the different types of shadows entering our world—darkness—malevolence.

Shadows had another thing in common—an attraction to Serenity.

When Serenity finds Trent’s mother’s diary, it sends her on a quest to uncover the mystery surrounding the woman’s untimely death. Except things aren’t as black and white as Serenity thinks. Because not all ghosts want help crossing over, some want vengeance.

Admittedly, a few of the narrative choices here are genuinely distracting from the storyline being presented (are the dark companions in paragraph 2 the same as the shadows in paragraph 1, for instance, and if so, are they individual characters? Why is shadows in quotation marks — and why, for an American audience, in single quotation marks? Why risk Millicent’s wrath with two technically incorrect single-sentence paragraphs, when it would be so easy to form the concepts there into narrative paragraphs with at least two sentences? Why aren’t there spaces at the ends of the dashes, since any synopsis should be in standard manuscript format?), but those would all be quite easily fixed. What I want you to notice here is that the brief description and the longer description could be for entirely different books.

That wouldn’t be too surprising to Millicent — aspiring writers undersell their manuscripts’ originality this way all the time. Sad, but true. Yet if we’re honest with ourselves, can we really blame Millicent for not being able to look at the first description of either of these books and extrapolate the second description?

That outcome would be a particular shame in the case of TROLL WIFE, because its premise is so darned charming and full of potential. (All of the judges preferred the title shortened, by the way, Suzi, although several of the judges — yours truly included — wondered if young girl readers would be a bit disturbed that the protagonist’s name and her social role are apparently identical.) That charm is apparent on page 1:

Suzi McGowen p1

Now, this page could use some revision — I suspect, for instance, that a hard-copy read-through would have caught that the narrative tells the reader twice that the protagonist is a tooth fairy, once at the end of paragraph one and again at the beginning of paragraph 2 — but is that why Millicent might start reading this with a jaundiced eye? Chant it with me now, campers: because professional readers stare at manuscripts all day, any deviation from standard format will leap off the page at them, distracting them from the writing.

There’s a reason I keep showing you so many before-and-after page 1s, after all. Take a peek at the same page after 2 minutes of cosmetic revision, and see if it doesn’t come across as more professional. For extra credit, compare it to the original revision and tell me what I changed.

Suzi revised

How did you do? I made five changes here: (1) moved the slug line to left margin (not mandatory, but the norm), (2) changed the chapter title from all caps to title case (thus the name: title case), (3) changed the spacing from an odd specific set to double-spaced, (4) changed the font from Courier to Times New Roman (again, not mandatory, but the norm for novel manuscripts), and (5) changed 14 in line 2 to fourteen. Of these five, only #5 — not writing out numbers under 100 in full — might have prompted Millicent to stop reading.

Yes, it really is that serious an offense against standard format — unfortunate, since so many aspiring writers mistakenly believe that the AP style restriction of writing out only numbers under ten applies to manuscripts. It does not: AP is for newspapers and magazines, and not all literary magazines adhere to it.

Having worked with Suzi and Sherry’s entries in soft copy (the better to show you before-and-after formatting, my dears), I suspect that both were relying on some sort of macro for the PC for their formatting — it was impossible, for instance, to alter the paragraph heading without deleting the title and the space above the text entirely and starting again from scratch. I realize that macros that purport to format a manuscript for a writer may be comforting, but actually, the restrictions of standard format are so simple that anyone reasonably familiar with Word should be able to set them up in five minutes flat. (If you don’t know what the requirements of standard manuscript format are, or indeed that there is a specific professional format for manuscripts, it would behoove you to take a peek at the HOW TO FORMAT A MANUSCRIPT category on the archive list located on the bottom right-hand side of this page.)

I hear some impatient huffing out there, do I not? “But Anne,” macro-huggers across the globe wail, “that sounds like a lot of extra work! I want my computer to do it all for me.”

Well, it is a touch of extra work — although not nearly as onerous as writers tend to speak of it as being — but let me put it this way: if a macro is wrong, its feelings are not going to get hurt when the submission gets rejected. The writer’s will. So who really should be in charge of making sure that the formatting is in apple-pie order?

True, one or two minor formatting gaffes are probably not going to be enough to trigger an automatic rejection. But then, it’s exceedingly rare that a first page gets rejected for only one reason. Presentation problems, like wolves, tend to run in packs.

So is it really all that astonishing that an experienced Millicent might open a submission packet, glance at a misformatted page 1, and assume that more presentation, proofreading, or even writing problems await her? Or that her patience for subsequent problems might be lower than for a perfectly-formatted page 1? Or, more to the point at submission time, that the first typo, grammatical error, or missing word in the text might combine in her mind with formatting problems to equal rejection?

See why I harp on formatting so much? To sharpen your eye for presentation, let’s see how the macro treated Sherry’s page 1:

The problems affect the sharp-eyed reader almost subliminally, don’t they? However, there’s one formatting error here that would draw Millicent’s eye as quickly as if the lines containing it were printed in red ink.

Oh, you didn’t catch it? Here is the same page, properly formatted.

Did you catch it that time? If you are already jumping up and down, shouting, “I saw it the first time, Anne! The text uses an emdash instead of the standard format-requisite spacedashdashspace!” give yourself a gold star for the day. (Hey, I told you there was going to be extra credit for the eagle-eyed.) Because manuscripts do not resemble published books in many important respects, the emdash — the Autoformat fix for dashes in Word that transforms them into straight lines connecting the surrounding words with no intervening spaces — is not correct in a manuscript. As you may see in the revised version above, the first word should be followed by a space, then two dashes, another space, then the second word. No exceptions.

Yes, I know that Autoformat will change what I just suggested into an emdash. Change it back, or risk the wrath of Millicent.

Okay, what else did I change? Interestingly, not what Suzi’s use of apparently the same macro might have lead us to expect: (1) moved slug line from the right to the left, (2) removed extra spaces in slug line (why have so many aspiring writers started adding spaces before and after the /s within the last year? It’s not correct, and it was not nearly so common before. It’s not as though standard format has changed in this respect.) (3) Moved the chapter title to the top line of the page, and, while I was at it, (4) changed the single space after the period to two, since that’s still the standard for manuscripts.

Long-time readers, chant it with me now: if the agent requesting your pages prefers the published book-style single-space convention, her agency’s submission guidelines should tell you so. If that’s what she wants, for heaven’s sake, give it to her, because for the agents who feel strongly enough about this to make public statements about it, it often is a rejection-worthy offense. Not only because they dislike the normal spacing, but because violating an individual agency’s stated submission standards just screams, “This writer not only cannot follow directions — he may not even have taken the time to check whether this agency had its own preferences!”

Why might that in itself render Millicent more likely to reject a submission? Because this is a detail-oriented business, writers who neglect the small stuff tend to be substantially more time-consuming for agencies to take on as clients.

“But Anne,” some of you new to the Author! Author! community — specifically, those of you who have not yet worked your way through one of my famous standard format series yet, I’m guessing — protest vehemently, “this is ridiculous. Surely, it’s the writing and the book concept that determine whether a manuscript gets accepted or rejected, not the petty little details. The agent or editor can always fix the small stuff before publication, after all. Even if a bunch of tiny, insignificant gaffes appear on page 1, I can’t believe that Millicent would just stop reading my submission.”

Oh, dear. I wasn’t going to do this, but if it saves even one good writer from undeserved rejection on formatting grounds, it’s worth it. Since Sherry revised her manuscript after the contest winners were announced, she was kind enough to send along the new version — indeed, the entire first chapter — for the judges to peruse. Obviously, it would not have been fair to the other entrants to judge the revised version, or even to provide extensive commentary upon it, but because it contained a couple of formatting problems that the original entry did not, I cannot in good conscience not flag them. One of them is, in fact, a presentation problem that might actually lead to Millicent’s not reading the submission featuring it at all.

So yes, you caught me: I have in fact structured this discussion to lead us to this point, necessitating showing you the revised version. Please, everybody, take these next examples in the spirit they are intended. (Seriously, I don’t want to see any snarky snickering about this in the comments; a tremendous number of aspiring writers make these particular mistakes, and we should all be grateful to Sherry for bringing them to our attention.)

So calmly, respectfully, wiggle your tootsies into Millicent’s moccasins and pretend you have just opened a submission packet to find this first page:

Beautifully Broken title

And this second one:

Beautifully Broken page 1

When you were expecting to find this:

Sherry's title

And this:

Sherry #2

Still don’t believe that formatting makes a difference to how Millicent perceives a manuscript? From the aspiring writer’s perspective, it might not seem to make much of a difference whether the title page is professionally formatted, or if it is in a wacky typeface, or if the first page of text is numbered 2 instead of one. But to her — and to agents, editors, and well-informed contest judges — there’s more than just words on a page at stake.

This is about respecting tradition. The publishing world values its traditions, and even if it did not on general principle, as those of you who have followed my past series on standard format are aware, manuscripts look a particular way for a variety of practical reasons. Every industry has the right to establish and maintain its own standards; most of the assertions that this or that has changed in manuscript format come from the outside.

Also, favoring professionally-formatted submissions a matter of practicality: an aspiring writer who takes the time to learn how to present his writing professionally is usually also one who has found out how publishing does and does not work. Thus, he is more likely than the average aspiring writer (who does not do his homework, as a general rule) to have realistic expectations about what an agent can and cannot do for him, the kind of turn-around times to expect on submissions to publishing houses, the necessity for not pouting when the editor asks for revisions, the imperative to promote one’s own book after it comes out, rather than passively waiting for the publishing house (or one’s friends who happen to be bloggers) to do it for him, and so forth. He’s just an easier client to promote.

What are we to conclude from all of this? Well, first, that I should plan to add a Formatpalooza to this autumn’s festivities; it actually was quite surprising to me how few of this contest’s entries arrived properly formatted. I don’t want any of my readers to get rejected on technical grounds, if a few weeks of my effort every year can help prevent it.

Second, have you noticed that since I’ve had to spend so much time going over the presentation and formatting problems, I haven’t had the luxury of talking about the writing much? That’s a pretty accurate representation of how distracting these issues are for professional readers: if the presentation and formatting are off, it’s awfully hard for good writing even to get noticed.

And that’s a real shame here, because there were some writing choices that we could have discussed productively. The prevalence of the incorrect single-sentence paragraph that we’ve already discussed in this series, for instance — in English prose, a narrative paragraph properly consists of at least two sentences; established authors like Joan Didion began breaking the rule not because they were unaware of it, but because to the hyper-literate, it is genuinely shocking to see a non-dialogue single-sentence paragraph. Thus the emphasis that this narrative choice places on the offset sentence: it shouldn’t be that way without a very good reason.

Unfortunately, in common usage, as well as in both of these pages, single-line paragraphs are used not for emphasis, but for rhythm. To a professional reader, this is not a very sophisticated way to establish beats. Save the single-sentence paragraphs for only that occasion when what is being said in them is going to come as a genuine surprise to the reader.

I would also have liked to talk about the and then convention, a notorious Millicent’s pet peeve. In a written narrative that does not involve time travel, events are assumed to be presented in the order that they happened chronologically. Thus, professional writing typically avoids the and then so dear to aspiring writers’ hearts, because it is logically redundant. The pros reserve it for only those occasions when the then part seems to come out of nowhere.

Hey, where have I heard that logic before?

Then, too, there’s the trailing off with an ellipsis… trope. Quite a few Millicents, especially the classically-trained ones, will have a knee-jerk negative to a narrative sentence or paragraph that ends in that manner. It’s fine in dialogue, where those three dots are expressing an audible phenomenon (the speaker’s voice trailing off or the effect of being interrupted in mid-thought), but the practice of borrowing that dialogue convention to make a narrative voice seem more conversational is, again, considered a not very sophisticated writing trick.

Because, really: aren’t there thousands of ways a narrative paragraph could generate suspense without resorting to punctuation?

Oh, how I wish I had time and space to talk about all this. In lieu of that, I’ll have to content myself with just posting the marked-up versions. (And mailing them to their authors, of course, but I do that routinely, so those brave enough to submit their work for critique here do not have to squint.) Here’s Suzi’s:

Suzi edit 2

And here’s Sherry’s:

Sherry edit 2

Moral: there’s no such thing as a detail too small to escape a professional reader’s notice — and no such thing as a first page that could not use one last going-over before being submitted. Join me at 7 pm PST for the resumption of Synopsispalooza, everyone, and keep up the good work!

First pages that grab: Author! Author! Great First Page Made Even Better first-place winners in adult fiction, Curtis Moser’s Perdition and Jens Porup’s The Second Bat Guano War

Curtis Moser author photoJens_Porup_photo

Welcome back to our ongoing salute to the winners of the Author! Author! Great First Page Made Even Better Contest in Category I: Adult Fiction. I am genuinely thrilled, not only to be able to bring you tantalizing tastes of some very talented writers’ prose, but also by the extraordinarily rich fund of discussion points these page 1s have been providing. Honestly, even though I’ve been chattering on here at Author! Author! for over five years about craft, presentation, voice, submission, and manuscript formatting, I keep finding myself thinking while I am typing, is it possible I’ve never blogged about this before?

Today’s exemplars are particularly fine ones, Adult Fiction first-place winners Jens Porup (the dapper fellow on the right, above) and Curtis Moser (the gentleman on the left with the two wee friends). The judges felt, and I concur, that both of their first pages were remarkable examples of strong authorial voice precisely suited to their target audiences.

They also felt, as do I, that there were some presentation issues that might prevent either of these exciting, fresh voices from getting a sympathetic reading from our old pal Millicent, the caffeine-quaffing agency screener. And since I know from long, long experience working with first-time authors that these specific presentation problems dog many, many otherwise well-done first pages, I am delighted to have the excuse to talk about them at length today.

First, though, to the voices. As we’ve discussed in the last couple of posts, the match between narrative voice and chosen book category can be vital to the success of a submission, particularly for genre fiction and YA: ideally, a great first page should cause Millicent to sigh pleasurably and murmur, “Ah, this is a fresh take on a story my boss can sell to this market, appropriate in voice, vocabulary, and tone for the intended readership, that also displays a fluency in the conventions of the genre.”

Okay, so that’s quite a bit to murmur over the first paragraph of a submission, but since it is safe to assume that a Millicent employed by an agency that represents a lot of, say, thrillers will be staring at queries and submissions for thrillers for a hefty chunk of any given workday, the last response a thriller-mongering querier or submitter should want to elicit is a spit-take of too-hot latte and a cry of, “Wait — hasn’t this writer ever read a book in this category?” or “What’s that kind of word choice doing in a manuscript intended for this market?”

Or even, saddest of all, “Wow, this is a fresh, exciting new voice. What a shame that it’s not appropriate for the book category in which this talented person has chosen to write.”

Unfortunately for both literature and the health of Millicent’s throat, all three of these reactions to well-written first pages are a part of her normal workday. Often, in the joy of creation, aspiring writers lose sight of the fact that no novel is intended for a general audience. Even bestsellers that turn out to appeal to wide swathes of the reading public begin their publishing lives as books aimed at a specific part of that audience.

And frankly, the reading public expects that. Even the most eclectic of readers understands that a YA novel is not going to read like a romance novel, science fiction, or Western, even if the book contains elements of any or all of those genres, and that an adult genre novel will adhere, at least roughly, to the conventions, tone, and general reading level of its book category.

Were that not the case, brick-and-mortar bookstores would not organize their offerings by category, right? Oh, they usually have a generalized fiction or literature section, but if you’re looking for fantasy, it’s probably going to have a bookshelf of its own, crammed to the gills with novels that share, if not subject matter, at least a species resemblance of storytelling structure and voice.

So while naturally, an aspiring writer should not strive to produce a carbon-copy voice — why should Millicent recommend that her boss pick up a book that sounds precisely like another that’s already on the market? — it’s an excellent idea to re-read one’s submission with an eye to genre-appropriateness. Especially the opening pages, since, as I hope we all know by now, most submissions are rejected on page 1.

Thus it follows as dawn the night that the book description and the first page are not too early to establish that your book fits comfortably into the category you have chosen for it — and thus into Millicent’s boss’ client list. Remember, just as no novel is actually intended for every conceivable reader, no agent represents every type of book. They specialize, and so should you.

Why, yes, now that you mention it, gearing your voice to your chosen book category would be a heck of a lot easier if you invested some time in reading what’s come out recently in it. How savvy of you to realize that what might have struck Millicent as a fresh take fifteen years ago would probably not elicit the same pleased murmuring today.

As fate would have it, both of today’s winning entries fall into the same general book category: thrillers. However, these books are aimed at different readerships within the thriller genre. Curtis’ PERDITION is a paranormal thriller:

Colt Miller has driven by the cemetery house for years. When the owner died, he watched the shingles curl and the porch sag, and in his mind he nurtured the fantasy of restoring it to its former beauty. So when the bank finally brings it up for auction and there are no bidders, Colt is thrilled to purchase it cheap. After he finds the body of a little girl in the basement, however, the thrill ebbs along with his enthusiasm, and the memory of the loss of his own daughter threatens to swallow up what remains of his business, his life, and his sanity.

Sounds like a story about an interesting person in an interesting situation, right? Yet the potential for paranormal activity didn’t jump out until that last sentence, did it? If I were editing this paragraph in a query, I would bump some of the skin-crawling feeling up to the first sentence, on the general principle that a Millicent who read queries for paranormal thrillers all day might not be automatically creeped out by the word cemetery.

But it does read as genre-appropriate, and that’s the most important thing. So does Jens’ brief description for THE SECOND BAT GUANO WAR (the judges’ favorite title in the competition, by the way):

This hard-boiled spy thriller set in Peru and Bolivia is an unflinching look at vice and corruption among expatriate Americans living in South America. When the hero’s best friend and CIA handler goes missing, he must risk everything to find him.

While this is a perfectly fine description, as those of you who followed the recent Querypalooza series are no doubt already aware, I prefer even the briefest novel description to give more of an indication of the book’s storytelling style and voice. Unlike Millicent, though, I did not need to judge the style on this terse paragraph: I asked Jens for a more extensive description.

Rats ate his baby daughter while he partied in a disco. Now Horace “Horse” Mann is a drugged-out expat teaching English to criminals in Lima, Peru. Oh, and doing the odd favor for the CIA.

When his drinking buddy and CIA contact, Pitt Watters, goes missing, Horse’s efforts to find him hit a snag. He comes home to find his lover, Lynn — Pitt’s mother — strangled in his apartment. Arrested and charged with murder, Horse escapes Lima and follows his only lead to a Buddhist ashram on the shores of Lake Titicaca.

There, Horse uncovers his friend’s involvement with a group of Gaia-worshipping terrorists who want to kill off the human “disease” infecting the earth.

The group’s leader, a world-famous vulcanologist, explains that only a new generation of lithium-ion batteries can replace the dwindling supply of fossil fuels. The group plans to set off a volcanic chain reaction that would destroy the world’s most promising lithium fields, and thus ensure that man pays for his polluting sins.

Horse finally finds Pitt on top of a volcano, his thumb on the detonator. Pitt confesses to killing Lynn, begs Horse to join him in the purification of Gaia. Horse must choose: end the world, himself, his guilt? Or forgive himself the death of his daughter, and find a way to live again?

Complete at 80,000 words, THE SECOND BAT GUANO WAR is a hard-boiled thriller set in South America, with an environmental twist.

Sounds like precisely what the first description promised: a hard-boiled spy thriller. But this description shows these qualities, in a voice that’s book category-appropriate; the first just asserts them.

And if you found yourself murmuring, “Show, don’t tell,” congratulations: you’re starting to think like Millicent.

I love this description for another reason, though — it’s a glorious illustration my earlier point about Millicents working in agencies that represent different kinds of books looking for different things at the querying and submission stage. A Millicent habituated to screening thrillers would glance at that first sentence and murmur, “Wow, that’s a graphic but fascinating detail; I don’t see that every day,” whereas a literary fiction-reading Millicent have quite the opposite response: “Wait, didn’t rats eat a protagonist’s baby sister in Mario Vargas Llosa’s AUNT JULIA AND THE SCRIPTWRITER?”

The moral, in case I’m being too subtle here: what’s fresh in one book category will not necessarily be in another. If Cormac McCarthy’s beautifully-written THE ROAD had shown up as a first novel in a science fiction/fantasy-representing agency, its Millicent would have rolled her eyes and muttered, “Not this old premise again!”

Happily, the target audience for hard-boiled spy thrillers tends not to have much overlap with that for literary fiction. For one thing, about 90% of habitual literary fiction buyers are female, whereas the overwhelming majority of spy thriller readers are male. So not only does Jens not need to worry too much about perusers of the Nobel Prize in Literature short list catching the similarity; they probably won’t even be browsing in the same part of the bookstore.

Before I move on to what really makes these two entries remarkable, the strong voices in their openings, I can’t resist pointing out a common synopsis and book description faux pas in that last example. Take another peek at its last paragraph: can anyone tell me why it might be problematic at query or submission time?

Award yourself a gold star if you instantly cried out, “A synopsis or book description for a novel should concentrate on the plot!” (And take two more gold stars out of petty cash if you thought that the first time you read that description.) When an agency’s guidelines ask for a synopsis, they expect an overview of the plot: basic introductions to the main characters and their conflicts. Mentions of technical matters like the length or book category do not belong here.

But that’s not actually the reason I flagged this paragraph. Any other guesses? (Hint: a LOT of queriers include this faux pas in their letters, too.)

Give up? The phrase Complete at 80,000 words actually doesn’t make sense in a novel query. Novels are ASSUMED to be complete before the writer begins to query them — so why mention it? All bringing it up achieves is to make Millicent wonder if the querier is also sending out letters for other novels that are not yet complete.

Also, the mention of the word count, while well within the standard range for thrillers, is not particularly helpful information to include. It’s not a usual element in a synopsis or book description, but even in a query, it can only hurt you.

Why? Well, as I argued at the beginning of Querypalooza, the only use Millicent can make of word count in a query is if it is higher or lower than expected for that book category. And that use is, “Next!”

“130,000 words!” she exclaims, reaching for the form-letter rejections. “Far too long for my boss to be able to submit to editors in this book category. Too bad, because the book description sounded interesting until that last bit about the word count. And why on earth would she be wasting my time with a manuscript that wasn’t complete?”

That’s why, in case you had been wondering, some agency guidelines (but not many; check) do specify that they would like to see word count mentioned in queries: speed of rejection. Think about it: if Millicent does not realize until she has opened the requested materials submission packet that the manuscript is longer than her agency wishes, she will usually read at least the first page anyway. And if she is taken by that first page, she might well read on.

So by the time she realizes that there are 120 more pages in that manuscript than her boss would like, she might already have fallen in love with it. The agent might have, too. In the worst-case scenario, their only course might be to sign the writer and ask her to trim the manuscript.

So including the word count is to the querier’s advantage how, precisely?

Speaking of falling in love with a new writer’s voice, I imagine that you’re getting impatient to read those aptly-voiced first pages I’ve been going on and on about. Let’s begin with Curtis Moser’s:

Curtis Moser page 1

And here is Jens Porup’s:

Jens Porup p1

Original, assured authorial voices, right? Fresh without sending up red flags that the book to follow might not fit comfortably into the stated book category (although personally, I found the Colt 45 joke in the first a bit obvious: wouldn’t it be funnier to let the reader figure out later in the story that the guy named Colt was indeed 45?), these opening pages both announce where these books will sit in a bookstore and promise good, genre-appropriate writing to come.

Not only that, but both protagonists come across as interesting, quirky people faced with interesting, unexpected challenges. We as readers might be quite happy to follow these guys around for a few hundred pages.

But did something seem slightly off on both of those page 1s? Something, perhaps, in the formatting department?

Hint: they should look quite a bit more alike than they currently do. An even bigger hint: in one major respect, they have opposite problems.

Still not seeing it? Okay, let’s take a gander at both first pages with the formatting irregularities fixed. Again, Curtis first, then Jens:

Curtis reformatted

Jens page 1 reformatted

They look much more alike this way, don’t they? That’s not entirely coincidental: the point of standard format is that all manuscripts should look alike. That way, the formatting does not distract from professional readers’ evaluation of the writing.

Award yourself one of those gold stars I’ve been tossing about so freely if you cried upon comparing the original versions to the revisions, “By Jove, margins were quite off the first time around. Curtis’ left and right margins are too big; Jens’ left, right, and bottom are too small. And is the slug line in the second in a rather unusual place in the header?”

Exactly so — and as Goldilocks would say, the margins in the revised versions are just right. Nice point about the slug line, too. As small as these deviations from standard format may seem, to someone accustomed to reading professionally-formatted manuscripts, they would be indicative of a certain lack of familiarity with submission norms. At minimum, a pro’s first glance at these pages would tend to lead to reading the actual text with a jaundiced eye: remember, new clients who need to be coached in how the biz works are significantly more time-consuming for an agent to sign than those who already know the ropes.

Even if that were not a consideration, these formatting problems would be a significant distraction from the good writing on these pages. In fact (avert your eyes, children; this sight is going to be almost as distressing to the average aspiring writer as a baby gobbled up by rats), there’s a better than even chance that the formatting would have prompted Millicent not to read these pages at all.

Okay, so it’s not up to baby-consumption levels of horror, but it’s still a pretty grim prospect, right? See why I was so thrilled to have the opportunity to comment upon these pages? A few small formatting changes will render them much, much more appealing to Millicent.

Bonus: all of the formatting gaffes you see above are very, very common in submissions. In fact, they were extremely common in the entries to this contest — which is why, in case any of you had been wondering for the last few paragraphs, deviations from standard format, although explicitly forbidden in the contest’s rules, did not disqualify anybody.

Hey, there’s a reason that I run my HOW TO FORMAT A MANUSCRIPT series a couple of times per year. (Conveniently gathered for your reading pleasure under the category of the same name on the archive list at right, by the way.) The overwhelming majority of aspiring writers believe, wrongly, that formatting is a matter of style, rather than simply the way the pros expect writing to be presented.

Let’s take these pages one at a time. Curtis’ left and right margins are set at 1.25″, rather than the expected 1″. While this formatting choice was actually rather nice for me as an editor (don’t worry, the marked-up versions are following below), it would necessarily throw the estimated word count for a loop: as you may see from the before and after versions, 1″ margins allow for quite a few more words on the page. So does turning off the widow/orphan control (which you will find under the FORMAT/PARAGRAPH/LINE AND PAGE BREAKS section in Word), so that every page has the same number of lines of text.

Now let’s talk slug line, that bit in the header containing the author’s last name, book title, and page number. Or rather, it should contain the page number: on this page, the number is off on its own, on the far side of the page. So the slug line looks like this:

Moser / Perdition

Rather than the expected:

Moser/Perdition/1

As you have no doubt already noticed, the expected version does not feature spaces before and after the slashes. What you may not have noticed, however, was that in the original, the slug line was in 10-point type, rather than the 12-point that should characterize every word in a manuscript. Also, the chapter title is in 14-point type AND in boldface, both standard format no-nos.

I’d actually be astonished if you spotted the other font-based problem, because the key to diagnosing it lies in being able to see it in soft copy: the skipped double-spaced lines between the chapter title and the first line of text are in 14-point, too. The difference on the printed page is miniscule, admittedly, but while we’re revising, we might as well go the whole hog, eh?

Jens’ page 1 is even more likely to be rejected on sight, due to his margins: 1.17″ at the top, .79 inch along the other three sides, and as the exclaimers above pointed out, the slug line is at the bottom of the header, rather than at the usual .5 from the top of the paper. In most literary contests, shrinking the margins to this extent would result in instant disqualification, but hey, we do things a little bit differently here at Author! Author!.

The funny thing is, shrinking the margins actually didn’t get much more material on this page. As some of you compare-and-contrasters may already have noticed, were the chapter title and space between the top of the page and the beginning of the text shrunk to standard format for a chapter opening, only a line and a half would be pushed to page 2.

Actually, if Jens were willing to change the font to Times New Roman, he’d actually gain space. To tell you the truth, I always discourage my editing clients from submitting work in Courier, anyway (or, in this case, Courier New): yes, it’s technically acceptable (and required for screenplays), but Times New Roman is the industry standard for novels.

Besides, it’s spiffy. Take a gander:

Jens page 1 TNR

Looks quite a bit sharper, doesn’t it? True, part of that increased neatness comes from bringing the page more in line with what Millicent would expect cosmetically: starting the text 1/3 of the way down the page, moving the Chapter One up to the top, not left-justifying anything but the slug line, and removing both the extra spaces and selective capitalization from that.

Hey, every little bit helps, right?

Now that we’ve gotten all of that distracting formatting out of the way, let’s see how Millicent responds to Jens’ first page now that she is reading it:

Jens edit2

Pretty positively, by professional readers’ standards, right? The judges felt the same way — but believed, as I do, that a couple of minor text changes would make Millicent like it even more. The first suggestion, however, would require substantial rearrangement of this opening scene.

Why? Well, in a novel’s opening, speech without a speaker identified – or, in this case, without the narrative’s even specifying whether the voice was male or female — is a notorious agents’ pet peeve. It’s not on every pet peeve list, but it’s on most. Guessing really drives ‘em nuts.

“It’s the writer’s job to show me what’s going on,” Millicent mutters, jabbing her pen at the dialogue, “not my job to fill in the logical holes. Next!”

On Jens’ page 1, having the action of the scene turn on a disembodied voice is even more dangerous, because it raises the possibility that perhaps this book should have been categorized on the other side of the thriller spectrum: as a paranormal thriller like Curtis’, rather than a spy thriller. Oh, it didn’t occur to you that the voice might have been of supernatural origin? It would to a Millicent whose boss represents both types of thriller.

The other avoidable potential red flag here is the word choice chancre. It’s a great word, but let’s face it, thriller-readers tend not to be the types to drop a book on page 1 in order to seek out a dictionary’s assistance. Even if Millicent happened to be unusually familiar with social disease-related terminology, she would probably feel, and rightly so, that this word is aimed above the day-to-day vocabulary level of this book’s target audience.

And no, I’m not going to define it for you. Despite all of this talk of baby-eating, this is a family-friendly website.

Dismissing the manuscript on these grounds would be a genuine shame — this is one of the most promising thriller voices I’ve seen in a long time. This jewel deserves the best setting possible to show off its scintillations.

And once again, isn’t it remarkable just how much more closely professional readers examine even very good text than the average reader? Here, Curtis’ first page gets the Millicent treatment:

Curtis edit

Again, a great opening, exciting new voice, and genre-appropriate, with the fringe benefit of a real grabber of an opening sentence. (That, ladies and gentleman, is how one constructs a hook.) The character-revealing specifics in the second paragraph are also eye-catching: considering that all of these telling details are external characteristics, they certainly give a compelling first glimpse of the man.

I see that Millicent agrees with me that that drawing the reader’s attention to the Colt 45 analogy twice on a single page might be overkill, though. Funny how that worked out, eh? She left it in the title — as, remarkably, would I — but advised cutting the unnecessary explanation at the beginning of paragraph 2.

The other easily-fixable element is an old favorite from this summer’s first page revision series: all of those ands. As we discussed in Juniper Ekman’s grand prize-winning entry last time, the frequent use of and is common in both YA and first-person narratives, as an echo of everyday speech.

On the printed page, especially if that printed page happens to be page 1 of an adult narrative, all of those ands can become wearying to the eye. As, indeed, does any word or phrase repetition: they tempt the weary skimmer to skip lines. Take a gander at how the word and phrase repetition here might jump out at Millicent:

Curtis page 1 ands

See how that percussive repetition conveys the impression that the sentence structure is far less varied than it actually is? Yet as individual sentences, most of this is nicely written — and despite all of the ands, there is only one honest-to-goodness run-on here.

The good news is that, like most word repetition, this is going to be quite simple to fix. It merely requires taking a step back from the text to see it as a pro would: not merely as one nice sentence following another to make up a compelling story and fascinating character development, but as a set of patterns on a page.

Wow, that was a productive little discussion, wasn’t it? Many thanks to Jens and Curtis for prompting it.

Oh, and once again, congratulations!

Next time — which may well follow late tonight, post-PT energies permitting; we’ve got a lot of contest winners to get through between now and the grand opening of Synopsispalooza on Saturday — I shall present you with another set of first-place-winning entries, this time in YA. Keep up the good work!

Querypalooza, part XXV: homework — gotta love it? Must I?

dog_ate_my_homework_shirt

It’s going to be a comparatively short one this evening, I’m afraid, campers: the apprehensions I expressed in this morning’s post about the length of the recovery time I would need after today’s physical therapy session turned out to be exceptionally well-founded. (For those of you new to the Author! Author! community, my car was the meat in a pile-up sandwich at the end of July: thus the PT. But also thus my having the enforced leisure time to post several times per day during Querypalooza. The accident giveth; the accident taketh away.) I’m just exhausted; thus the later-than-usual posting.

On the bright side, that puts me in precisely the right frame of mind to appreciate how most queriers feel when they’re trying to work up energy to send out Query #19 right after Rejection #18 arrives, doesn’t it? My sympathies on how hard it is to pick yourself up, dust yourself off, and proceed to the next name on your agent list right away, but trust me, the longer that rejection sits on your desk, the harder it will be to work up energy to do it at all.

Don’t give yourself time to talk yourself out of sending the next one. Keep pressing forward. Remember, the only manuscript that stands no chance of interesting an agent and getting published is the one that sits in a drawer, perpetually unqueried.

Speaking of pressing forward, as we have been moving through this long series on querying and submission — which admittedly, probably feels longer to me than to you; writing 25 posts in 11 days has caused me to wilt a trifle — you may have noticed that I keep re-using a key phrase. I have been encouraging savvy writers to do their homework on individual agency guidelines before they send off a query; I’ve pointed out that this or that faux pas just screams at Millicent the agency screener that the queriers who commit them have not done their homework; the single best means of figuring out a book’s marketing category is — wait for it — for writers to do their homework about what similar books are currently on the market.

I’m not the only querying guru fond of this phrase, as it happens. You can’t throw a piece of bread at a writers’ conference without hitting an agent, editor, contest judge, or writing coach loudly deploring just how few of the aspiring writers they meet seem to have do their homework before querying, submitting, pitching, entering a contest, or anything else that would require putting ink on paper and handing it to somebody in a position to evaluate it professionally.

Were all of these people kids who just adored homework, begging their teachers for more and more of it? Well, I can picture Millicent begging her English teacher for more of those nifty extra credit assignments (as I did growing up, I must confess), but otherwise, most of these homework-pushers were probably not all that fond of it themselves.

What makes me think so? Listen to the way this advice is almost invariably phrased: the aspiring writer should do the homework, not the person giving the advice. The advice-giver doesn’t have to: he already knows the ropes.

Why is this phrase so ubiquitous in professional reader circles? Well, not being a mind-reader, I can’t say for certain what each and every speaker who spouts it is thinking, but I can hazard a guess: it probably stems from the fact that a good half of the queries any agency receives are so unprofessionally put together and worded that they might as well be billboards declaiming THIS ASPIRING WRITER DID NOT TAKE THE TIME TO LEARN HOW AGENCIES WORK BEFORE POPPING THIS INTO THE MAIL.

“Half?” a good quarter of you ask, gulping. “Seriously, that many?”

Actually, most of the agents I know place the percentage closer to 60% and rising. Why might it be going up? Again, I don’t profess to be a mind-reader, but I’ll take a crack at an answer: with the rise of the Internet, it’s not only become much, much easier to generate a list of who represents what kind of book; with the relative ease of e-mailed queries, it’s become substantially less expensive and time-consuming for an ambitious non-homework-doer to query 75 agents in a weekend.

Often, unfortunately, with missives like the charmer below. Like so many present-day generic queries, this one has the agent’s name and address mail-merged into the top, to give it the appearance of a personalized letter.

terrible query

Don’t believe that this is a representative sample? Actually, you’re right: this letter is spelled far too well.

I would hope that by this late point in Querypalooza, I would not need to elaborate on what’s wrong with this query. (Arial Black 14 point type? Please!) Obviously, it contains none of the required elements but the title, so its chances of charming Millicent into reading so much as a syllable of the attached manuscript are approximately nil. (And she wouldn’t even read the query to know how bad it was if she worked at one of the many, many agencies that does not accept unsolicited submissions — Resentme is really racking up the instant-rejection points here, isn’t he?)

Clearly, this writer has not done his homework: he doesn’t know what a query letter is supposed to do, other than act as an introduction to a stack of paper. Yet even if by some miracle Millicent decided to look past this query’s complete lack of requisite information, writing style, and professional presentation, this writer still could not possibly receive any benefit from having sent this query. Any guesses why?

If you immediately cried out, “For heaven’s sake, Anne, the guy forgot to include his contact information!” you have more than earned your extra credit points for the day. Even homework-doing writers forget to include these salient details all the time — a genuine pity, because when Millicent unearths a truly professional-looking query for an interesting book of the variety her boss typically represents in a day’s mail, she gets excited about it. How sad, then, if she has no way to convey that excitement — or a request for pages — to the person who wrote it.

A small forest of raised hands just sprouted out there in the ether. “But Anne,” the puzzled masses shout with one voice, “I only query via e-mail. So I don’t have to worry about this contact information stuff, right? All Millicent has to do to contact me is hit REPLY.”

Well, technically, yes, puzzled masses — if she happens to make up her mind while the e-mail is still on her screen. (Oh, your finger has never slipped while you were scrolling through e-mails, accidentally deleting something you wanted to keep?) And if she is empowered to ask for pages without consulting a higher-up — which may not be the case yet, if she just started her new screening gig, say, immediately after Labor Day. If she is required to forward the queries she liked up the ladder, her supervisor’s hitting SEND would shoot the missive back to her, not to you.

But none of that is the primary reason every query, every query packet, and every submission packet should include the sender’s full contact information, including phone number, mailing address, and e-mail address. You should do it because you don’t want Millicent to have to waste even a moment thinking, oh, didn’t this writer remember to tell me how to get ahold of her? Didn’t she do her homework?

Speaking of the perils of not doing one’s homework, did you catch the other omission that would instantly cause Millicent to grind her teeth and cry, “This is a form letter! Resentme has probably sent this to every agent in North America within the last 24 hours. Next!”

Any guesses? How about the fact that the letter is not dated, presumably so the sender can reuse it in perpetuity?

Seriously, this is a classic agents’ pet peeve — precisely because it’s an extremely common time-saving technique for all of the Resentmes out there. Or at least it was back when lazy aspiring writers had to rely upon Xerox machines, rather than just hitting the print key repeatedly or SEND, to wallpaper New York with completely generic queries.

Why does the very sight of a generic query make Millicent’s fingertips itch to clutch a form-letter rejection? Well, for starters, they make her job more difficult: generic queries virtually never give her any hint about (a) the book in question’s category (so she will have to guess whether it falls into one that someone at her agency actually represents), (b) why the writer thinks her boss would be a good fit for it (since a generic query is intended for every agent’s eyes, it cannot afford to be specific), and/or (c) what might make this book marketable (because that would require the querier to do a bit of, you guessed it, homework).

So can you really blame her for leaping to the conclusion that the sender just didn’t do his homework? Or for assuming, as most professional readers would, that a writer who didn’t do his homework about how to write a query probably didn’t do his homework about how to format a manuscript, either? Even in an agency already resigned to explaining how the publishing industry does and doesn’t work to first-time authors, a non-homework doer would stand out an unusually energy-sapping client: he doesn’t even know enough about the ropes of the industry to know that he should learn how to climb them.

The second reason that obviously generic queries tend to engender such universally negative reactions amongst screeners — other than the fact that they’re often phrased as demands for attention, rather than requests for assistance, that is — lies in human nature. No one likes to be treated as if she were a service-providing machine. Good agents have a right to be proud of what they do: they help bring great writing (and great writers) to publication.

So what’s wrong with their appreciating queriers who have taken the time to find out about what they have sold in the past more than those who address them as though any agent were as good as any other? Or preferring queriers who phrase their requests politely, in a query that deliberately speaks to the agent’s individual interests, over those who are quite clearly just trying to hit as many agencies in as short a time as possible?

Why should we blame them, in short, for preferring writers who have obviously done their homework to those who equally obviously have not?

The problem is, it’s getting harder to tell the difference. Ten years ago, there was a lot less querying advice available upon demand. Today, anyone with the minimal technical ability to perform a Google search of the word query might well find within just a few clicks a prototype that avoids the faux pas above entirely.

The result: it takes more time to screen queries now — and if you think that those of us who give online advice on the subject haven’t caught some heat for that, think again.

Oh, the truly bad generic queries are as bad as they ever were; there are, fortunately for Millicent’s desk-clearing rates, still many, many aspiring writers who evidently do no homework at all. However, they now make up a lower percentage of queries, since there are so many passable prototypes floating around the Internet. Pretty much anyone can find a template into which he can simply plug his information instead of writing a truly unique query letter from scratch.

So what ends up on Millicent’s desk on any given is 150 letters rather like this:

mediocre query

with perhaps one like the following somewhere in the middle of the stack:

nearly good query

Both are generally passable by prevailing wisdom standards, right? Millicent actually does have to read a bit closer in order to separate the wheat from the chaff.

Please tell me, though, that it was clear to you why the second was better. Competent told Millicent why she picked this particular agent (complimenting a current client’s book is always a classy touch), described her premise well, and listed a couple of legitimate credentials for this particular book. Perhaps her book’s title was a trifle derivative of the existing client’s, but overall, this query did what it needed to do.

The first example, sadly, did not. True, Sadie did open the first with an eye-catching hook statement (and not a bad one, either), but she made Millicent guess the book category — probably because Sadie wasn’t sure of it herself. She’s also left Millie to guess what her qualifications are to write this particular book. And what on earth does a collection of insights mean, anyway? It isn’t even clear from this query whether what’s being offered is a how-to book for living with a food restriction, a quote book, or an illness memoir.

In short, it would be pretty obvious to a careful reader which writer had done her homework and which hadn’t.

However, if Millicent happened to be having a bad day — and who is more entitled, really? — both of these writers would have ended up holding a form-letter rejection from this agency. Did anyone happen to spot the notorious agents’ pet peeve in Competent’s first paragraph that might have caused our Millie to choke irritably on her too-hot latte and reach gaspingly for the form-letter pile?

No one could blame you if you missed it, because it’s quite subtle: Competent referred to her book as a fiction novel. Technically, this is redundant; all novels are fiction, by definition.

Which is why, in case anybody had been wondering, professional writers often take a moment or two to answer the ubiquitous question, “Oh, you’ve just finished a novel? Fiction or nonfiction?” Like everyone else even vaguely affiliated with the publishing industry, we have to tamp down our knee-jerk response: there’s no such thing as a nonfiction novel, silly!

Actually, the epithet at the end of that thought is usually quite a bit harsher, but this is a family-friendly site.

As I mentioned in passing earlier in this series, fiction novel is not the only phrase likely to provoke this reaction. So is true memoir. Or, perversely, sci-fi novel instead of science fiction novel.

Why the last one? Literary history, my dears: science fiction and fantasy had a hard time getting taken seriously as literature. That prejudice extends practically to this very moment: the first science fiction author to be included in the prestigious Library of America series was my old friend Philip K. Dick. In 2007, more than 25 years after his death.

The literary world’s slowness to embrace one of the great literary genres frequently used to take the form of insults aimed at SF writers. As late as the early 1980s, literary-voiced science fiction and fantasy was still routinely being dismissed in mainstream literary circles as just sci-fi. As in, “Oh, I never read sci-fi; that’s kid’s stuff.”

Historically, then, it’s been a matter of respect to refer to the category either by its full name, science fiction, or SF. So from the perspective of a Millicent who works at a science fiction-representing agency, an aspiring writer who refers to his own writing as a sci-fi novel clearly hasn’t done his homework about his own chosen book category.

Competent did do something clever, though: for an agent whom one has not had the opportunity to hear speak at a conference, read an article or blog authored by, or come up with some other excuse for picking him out of an agents’ guide, bringing up a current client’s most recent publication is a dandy justification. As a bonus, up-to-date client lists are almost always available on agency websites.

I just mention that for the benefit of those of you who might not have time to do much homework.

Let’s face it, these days, many, not most, aspiring writers decide whom to query not through extensive market research about who is selling what in their chosen book categories, but by plugging a book category into a search engine and sending a query to the first name that it spits out. Or first 25 names. Or, in some cases, all of ‘em.

I’ve already spoken enough about the advantages of personalizing one’s query to match each individual agent’s expressed preferences, literary tastes, and sales track record that I shall not take up blog space today by commenting again upon the strategic wisdom of this method of query list generation. Suffice it to say that I hope those of you who have followed Querypalooza from the beginning looked at that paragraph above and immediately muttered, “Wow, 25 agents. That’s going to be days of background research,” rather than, “There’s a search engine that would spit out more than 25 names for my list? Great — I’ll send out another 50 generic queries tomorrow.”

Normally, I would take issue with that last statement, energetically pointing out the many potential pitfalls into which a one-size-fits-all querying strategy is likely to lead a writer who — chant it with me now — hasn’t done his homework. But I’m very tired.

Besides, you’re intelligent people: you already have the tools to analyze the qualitative difference between a generic query and a well-personalized one yourself. Compare the following, for instance, with the examples above. All were written to be sent to the same agent, and all of the queriers had access, via the Internet, to precisely the same information about her.

good query2

Notice anything as you cast your eyes over these examples? Perhaps that what elevated the last two’s opening paragraphs was a single reference each to work the agent had done in the past? Just how long do you think it took either of those writers to dig up those tidbits on the agency website?

Word to the wise: the amount of homework required to personalize an already-solid draft query is not particularly extensive. Nor is the imperative to check each agency’s website or guide listing for specialized submission instructions especially onerous. It honestly is worth every second it takes.

Tomorrow morning, I shall wrap up our discussion of simultaneous submission, followed by a few more illustrative examples of query dos and don’ts tomorrow evening. Keep that dog far, far away from your homework, campers, and keep up the good work!

PS: t-shirts bearing the cute image at the top of this post are for sale at Fashionably Geek.

Querypalooza, part XXI: querying memoir, or, appealing to the many Buddha-like qualities of Barney Fife

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Still hanging in there, campers? I know, I know: we’ve covered a heck of a lot of material over the course of Querypalooza; I wasn’t kidding when I teased the series by calling it querying boot camp. Judging from reader comments I’ve been seeing in the comments and e-mails, as well as verbally, people seem to be enjoying the specificity of these posts, so I’m going to devote yet another evening to going over some examples of the sometimes subtle differences between a query that grabs and one that just lies on Millicent the agency screener’s desk.

Ready to dive right back in? Good. Let’s take a gander at a solid query for an interesting-sounding memoir — and while the photos above have already gotten those of you old experienced TV-savvy enough to be familiar with the old Andy Griffith show to contemplate the many Buddha-like qualities of Barney Fife, let’s go ahead and reincarnate him as an agent who represents spiritual growth memoirs. (Hey, it’s been a long, long series — odd fantasies are very helpful to keeping myself alert.)

As always, my apologies if these page shots appear a trifle fuzzy on your browser. If you’re having trouble reading specifics, please try holding down the COMMAND key and pressing + until the image is large enough to read easily.

good query memoir

Everyone clear on why this is a good query? It contains all of the required elements (book’s title, book category, why the writer picked this agent, book description, mention of target audience, platform paragraph, polite sign-off), as well as a prudent reference to the enclosed synopsis (so Millicent will know it’s there before she makes up her mind whether to reject the query).

It also — and it’s astonishing how few queriers think to try something along these lines — actually told the Agent Barney what she was hoping he could do for her: I am seeking an agent both spiritually-aware and market-savvy. While establishing standards on the writer’s side may seem at first blush a trifle pushy, Ataraxia is merely alerting Barney to the fact that she has actually given some thought to what she does and doesn’t want in an agent.

Long-time readers, chant it along with me now: a savvy writer does not want to land just any agent; she knows her work will be best off in the hands of the right agent, someone who loves her writing, is genuinely interested in her subject matter, and already has the connections to get her books under the right editorial noses to get it published.

That’s a far cry from the usual I just want to land an agent, any agent, so you’ll do — I’m desperate! tone of many queries, isn’t it? Ataraxia is approaching Barney as a professional writer with an interesting book project — why shouldn’t she be as selective as he is?

She also did something rather clever here, to compensate for including extra information. Anybody notice what it was?

If you immediately shouted, “She eliminated the lines previous examples had skipped between paragraphs, as well as some lines at the top that were not strictly necessary to correspondence format!” take a gold star out of petty cash. While that extra space is aesthetically pleasing, it’s not required.

And snag two more stars if you also sang out, “She omitted mention of the SASE!” While it’s always a good idea to mention the SASE tucked inside the envelope — hey, Millicent’s in a hurry; she has a lot of queries to scan in any given morning — it’s not indispensable. Wisely, Ataraxia decided that it was more important to include an extra line or two about her story than to make it plain to our Millie that she had followed the rules.

She did, however, make room to mention the synopsis — an excellent idea, even if the agency’s submission guidelines specifically insisted that queriers include one. It underscores that the writer has taken the time to learn the individual agent’s preferences and is trying her level best to meet expectations.

Actually, it’s prudent to make explicit mention of any unsolicited materials you include in a query packet, if only to clear yourself of the implication that you might be trying to sneak additional pages under Millicent’s radar. Another means of making this particular point is to use the old-fashioned enclosures notation:

good memoir query 2

As you may have noticed, this method takes up more room on the page than mentioning the same information in a single-line sentence; Ataraxia has had to trim down the body of the letter accordingly. But it gets the point across, doesn’t it?

Most importantly, both versions of this query make the memoir sound like a heck of a good story, as well as an unexpected one. Although the book description is a trifle on the lengthy side, it’s worth the page space — this book sounds both very marketable and like a hoot to read, doesn’t it?

Yes, it took up more room to describe the book, establish that there is a market for it, and talk about her credentials, but for a memoir, that’s a smart move: remember, no one buys a non-celebrity memoir simply because it’s a true story; that’s the case, at least in theory, for every memoir ever written. It’s the memoirist’s job in the query, then, to convince Millicent that the book has other selling points.

Nor is the fact that the story in the memoir happened to you, the writer, likely to render anyone who doesn’t already know you personally (or is a friend of a friend of your kith and kin) to buy this book. After all, unless you’re a celebrity, Millicent probably has positively no idea how popular you actually are. So if you come up with a platform that will make you and your memoir visible to a larger circle of potential book buyers, by all means, talk about it in your query.

As you no doubt noticed, Ataraxia has been very explicit about her platform here — and has done so without the benefit of either movie stardom or a single publication to her name. How did she manage to pull that off? By making the dual case that (a) she already has professional (indeed, authoritative) contact with members of her book’s target audience and (b) she already has a marketing network in place to reach them when the book comes out. Probably an extensive mailing list as well.

Why wouldn’t that platform grab Millicent? Past publications would be nice, of course, but what is here is quite sufficient for the intended audience of this book.

Remember, there is no such thing as a generic platform — platforms are specific to the target audience for a particular book.

That’s why, in case any of you inveterate writers’ conference-goers had been wondering, agents and editors often look so puzzled when a roomful of aspiring writers groans at statements like, “Well, obviously, the first thing we want to know about a nonfiction book is: what’s your platform?” To them, it’s just another way of saying who is the target audience for your book, and what in your background will enable you to reach them?

But that’s not how most writers hear references to platform, is it? The aspiring tend to react to it as a value judgment: why in the world would anyone be interested in YOUR book, nonentity? Not entirely coincidentally, their next thought tends to be well, the deck is stacked against me. Obviously, the only people who can get memoirs published these days are celebrities. I might as well give up.

That is most emphatically the wrong conclusion to draw about any as-yet-unpublished memoir — and frankly, even the briefest walk through the memoir section of a well-stocked bookstore will demonstrate that plenty of non-celebrity memoirs are published every year. How does that happen? By memoirists making the case that their books offer their target audiences something that no other book currently on the market does.

So please, don’t let yourself be discouraged by the common wisdom. Naturally, a celebrity’s platform is going to be more obvious at first glance than other people’s; equally naturally, a first-time book proposer with three master’s degrees in various aspects of the book’s subject matter will have an easier time convincing Millicent that she’s an expert than someone with less academic wall decoration.

But does that mean that these are the only types of memoirists with a platform? No, of course not. In order to produce a successful query, a memoirist needs to figure out who his target audience is, what his book offers them that similar books do not, and how he is going to inform them of that fact.

Note to those of you who just groaned, “But Anne, that’s precisely what I would have to do to write a book proposal!: darned tootin’. For a nonfiction book, the query letter, synopsis, and proposal all share the same goal: to convince people in the publishing industry that you are uniquely qualified to tell an interesting story or make an important argument that readers already buying similar books are demonstrably eager to hear.

You just have longer to prove those points in a synopsis or proposal. But to write any of them well, you need to ask yourself: what is original about my book? Who needs to read it, and why?

Are those questions starting to become less threatening with repetition?

I hope so, because the vast majority of memoir queries — and nonfiction queries in general — read as though the writer has never thought about these issues vis-à-vis his own book project. Or, if he has, he’s decided that if he even attempts to address them truthfully, no Millicent in her right mind would even consider reading his book proposal.

Often, the result is downright apologetic, even if the story is very compelling indeed. Let’s take a gander at how Ataraxia might have expressed herself had she been born Panicky, but grew up with precisely the same story and essentially the same credentials. Heck, let’s even retain the same descriptive paragraph:

memoir query panicky

Amazing what a difference just a slight shift in tone and confidence can make, isn’t it? In actuality, Panicky has exactly the same platform as Ataraxia — but because she has presented it so timorously, without the specific marketing details that made our earlier examples such grabbers, she comes across as substantially less qualified to write this book.

Yes, that’s completely unfair. But can you honestly blame Millicent for drawing such different conclusions about these two writers?

And did you happen to notice the Freudian slip that just shouts how nervous Panicky is? In case you missed it:

If you would the attached synopsis, I would be grateful

Read it, presumably, but Panicky apparently can’t bring herself to say it. Sounds too much like an order to her hypersensitive ears, probably. Agents like Barney take offense so easily; she doesn’t want to step on any toes.

Just as the border between confident and arrogant can be murky at times, the line between polite and self-deprecating can be a narrow one. I’m quite positive that if asked, Panicky would insist that she was merely being courteous: she honestly is grateful that an agent as well-established as Barney would even consider her book project; she has done her homework well enough to be aware of how busy he is likely to be.

Laudable goals, all, but here, she honestly does go overboard. See the relevant statistics for yourself:

Thank yous: two direct (I’m sorry to take up your valuable time; ), one indirect (I would be grateful)

Apologies: two direct (Thank you so very much for taking the time even to consider my book; Thanks again), one indirect (I would be grateful)

Equivocations: one confidence wobble perhaps you may be interested in my memoir), four unsubstantiated marketing claims (food tourism one of the fastest-growing travel trends in the United States; Millions of Americans engage in food-related travel; Many of them are undoubtedly women traveling alone; I believe that my students would be very interested in my memoir.)

Suggestions that this would be a difficult book to sell and/or promote: two expressed authorial fears about appearing in public (While I fully realize that my current size may prove problematic for promoting this book on television; many cultures (including ours) regard a big woman as inherently flawed)

Implications that the agent wouldn’t — or even shouldn’t — be interested in the book: one prompt to disregard (perhaps you may be interested in my memoir), one implication that he couldn’t understand it (This might not occur to someone of so-called normal size, but it is actually…), one implication that it doesn’t matter very much whether he likes it or not (Whichever you decide, please have a nice day — and eat some yummy food!)

Quite a lot of dissuasion for a one-page letter ostensibly intended to convince ol’ Barney that this worthwhile book project, isn’t it? And most of it is totally unnecessary: as we saw in Ataraxia’s version, there’s no necessary trade-off between politeness and confident presentation.

The result, unfortunately, is that well-qualified Panicky comes across not as courteous, but insecure. A real shame, because that descriptive paragraph is a genuine winner.

So would Barney’s Millicent ask to see Panicky’s book proposal or not? It all depends on whether she made it past that initial apology, doesn’t it? Remember, even a terrific selling point won’t help a query if Millicent stops reading before she gets to it.

The rather depressing moral to this story: how a writer presents himself on the page counts.

The best thing you can do to bolster your ability to sound credibly psyched about your book’s marketing prospects is, well, to be justifiably psyched about them. If writerly fears render that difficult, the next step is to invest some time thinking about what benefits readers will derive from your work, researching your target market (both its members and what books have been aimed successfully at it within the past five years), and coming up with at least a couple of believable selling points.

Then center your query around them. After all, even the best ECQLC (Eye-Catching Query Letter Candy) can’t impress Millicent if she doesn’t know about it.

Don’t tell me your book doesn’t have any selling points; I don’t believe you. Any book worth a good writer’s time to compose has strengths. So does everyone’s life history. It’s just a matter of matching the one or the other to your target audience’s needs in a manner that will make Millicent exclaim, “Wow, I’ve never seen this before! I really want to read this!”

Or, alternatively, “Wow, this is a book by {fill in celebrity here}; I wouldn’t have thought he could read, much less write. Well, I guess we should take a look at it, because he has a lot of fans.” That usually works pretty well, too.

Tomorrow around 10 am Pacific, I shall be revisiting the practical issues of partials. Then it’s back to another evening of examples Monday night.

Never a dull moment here at Querypalooza, eh? Keep up the good work!

Querypalooza, part XVII: selecting the elements that will grab Millicent’s attention, or was a lost dog honestly the most exciting news story of the day?

dog rescue story 2

Before I launch into this evening’s installment of our ongoing series on the ins and outs of querying, I have a question for all of you: would you be interested in my running a Synopsispalooza sometime soon? Followed, perhaps, by an Authorbiopalooza, a Marketingplanpalooza, and/or a Howtofindagentstoquerypalooza? Or my personal favorite, Howtogetgoodfeedbackwithoutoffendingyourmomandotherkithandkinwhowanttoread(deep breath)yourmanuscriptpalooza?

If enough readers are up for any or all of these, I’d be happy to oblige, although as always, I’m eager to get back to craft issues. Admittedly, there are already how-to posts for these important processes on the archive list, but I haven’t gone over any of them in a while. Market conditions change over time; so do literary tastes and trends. And as those of you who have been through a querying series with me in the past have no doubt noticed, I tend add quite a bit of new material every time I revisit a topic.

So no, in answer to what newer readers’ minds just shouted, the stuffed-to-the-gills nature of my Querypalooza posts is actually not all that unusual here at Author! Author! I’m all about thoroughness, and I get genuinely excited about this stuff.

Do think about the synopses, author bios, etc., and let me know. No great rush: after Querypalooza ends on Sunday (I think; it may spill over a trifle into next week, depending upon how example-happy I get this weekend), I shall be devoting a bit of time to the close textual analysis of the winning entries in the Author! Author!/WHISPER Great First Page Made Even Better Contest contest that we began going over with the proverbial fine-toothed comb in early September. It will be a good segue out of these intensely marketing-oriented ten days, marrying considerations of craft with yet more consideration of how to catch Millicent the agency screener’s elusive attention in a positive manner.

Or, to put it in practical terms: if you are at all interested in learning how a pro reads a first page — you know, the single page an agency is most likely to allow queriers to attach to their queries, as well as the first thing Millie will see in your submission — make sure to tune in.

But first, a little more on the theme of catch Millicent’s elusive attention in a positive manner.. Last spring, during a spirited discussion of Point-of-View Nazis and their narrative-limiting ways, reader AM made a great suggestion:

Now what we need is your take on writing a query letter for a multiple POV novel. Or maybe I just need to find an attractive combination of money and chocolate bribe to get your input on mine. Hmm.

Now that’s a polite way to grab someone’s attention. If I can wade my way through this roomful of bundled dollar bills and baskets of truffles, I’ll get right onto AM’s perfectly reasonable request.

Just kidding. I don’t like chocolate all that much.

And while we’re on the subject of blandishment: no matter how much you want to grab Millicent’s attention, never, ever, EVER include a bribe of any sort in a query or submission packet. It will not garner positive attention for your book project; in fact, it is virtually always an instant-rejection offense.

Yes, even if it’s merely a photograph or two of the gorgeous scenery you have written about in your travel memoir or that business card you had made up for your last foray to a writers’ conference. Agencies have to be extremely defensive about this one: due to how fast rumors about the latest querying trick spread around the Internet, if even a single Millicent accepted a single box of fudge from an aspiring cookbook writer, half the agencies in the country would find themselves up to the top of their cubicles in bribery-aimed cookies, helium balloons, and fruit baskets. Not to mention something most agents have a horror story about already, videotapes of aspiring authors giving speeches about their books.

So what is the best plan for stuffing that query packet to get your work noticed positively? Checking the website and/or agency guide listing for each and every agent you plan to query, making sure that you are sending precisely what they expect queriers to send — no more, no less — topping it with a professional, well-crafted query letter, and mailing it off with a SASE. Or going through exactly those steps for an e-mailed query.

Given that most agencies with websites are pretty explicit about what they do and don’t want aspiring writers to send them, you would expect that query packets that conform to their various standards — because, lest we forget, every agency is looking for something slightly different — but actually, every Millicent I have ever asked about it (and believe me, I ask as many as I can) complains about how often her agency receives query packets with extras.

Or — sacre bleu! — with elements missing.

The only message such query packets are actually sending to the Millicents who open them is hey, look: here’s a writer who can’t follow straightforward directions! Or possibly, depending upon the clarity of the agency’s guidelines, wow, here’s a writer who doesn’t read very well. (More common than any of us would like to think, alas.) Or, the most likely of all, oh, no, here’s another writer who didn’t bother to do his homework; we went to all the trouble of telling potential queriers what we wanted, yet this guy just assumed that every agency was identical.

All sentiments our Millie is prone to sum up tersely elegantly as: “Next!”

So what, out of all of the possibilities a writer’s active imagination could conceive and all of the suggestions for querying techniques flying around out there in the ether, is the bare minimum that MUST be in a query packet? So let’s recap the basic elements that any agent would expect to see:

*1. The book’s title

2. The book’s category, expressed in existing category terms

3. A brief statement about why you are approaching this particular agent

4. A descriptive paragraph or two, giving a compelling foretaste of the premise, plot, and/or argument of the book.

5. An EXTREMELY brief closing paragraph thanking the agent for considering the project.

6. A SASE, if querying by mail.

That’s it, right? If you don’t include all of those, your query letter cannot succeed. Two other highly advisable, but not strictly speaking required, elements include:

7. A BRIEF marketing paragraph explaining for whom you have written this book and why this book might appeal to that demographic in a way that no other book currently on the market does. (Optional for fiction, but I would strongly recommend either including it or replacing it with #8.)

8. A platform paragraph giving your writing credentials and/or expertise that renders you the ideal person to have written this book. (Also optional for fiction, and can be replaced with #7; it’s niftier, however, if you can manage to include both, even for novels.)

Is everyone comfortable wrangling all of those elements? (Now is the time to speak up, if not.) When all of these elements are pulled together into a smoothly-worded piece of correspondence, it reads like this:

mars query

Now that we’re thinking in terms of constituent parts vs. whole, we can see that what AM is asking about is not the entire query letter — she couldn’t be, since elements 1, 2, and 5-7 are not concerned with plot or narrative, right? #3 could be, but only if the agent had a track record of representing multiple-narrator books. (In that case, Since you so ably represented STORY IN FIFTEEN VOICES, I hope you will be interested in my multiple-narrator novel… would be perfectly acceptable.)

You look so cute with your eyes bugged out like a cartoon character’s. “What do you mean, Anne?” flabbergasted would-be queriers everywhere exclaim. “How is it possible that something as important as the narrative structure of the book could affect only a single paragraph of the query? Isn’t the voice choice the single most important thing to know about a multiple-narrator story — or a first-personal narrative, for that matter? Or, if it’s not the most important, isn’t it at least the most interesting?”

From a professional point of view, the answer to those last two questions is very short: no. And the answer to the second, the one about why the narrative choice shouldn’t spill over to the rest of the query is also pretty brief: because how a writer has chosen to tell the story in the book is not a required element in the query.

You don’t see it on the list above, do you?

Unless an agency’s guidelines specifically ask for it, leave it out, or as we’ve already discussed, you’ll run the risk of producing a query that reads more like a book report than, well, a query. Remember, the query is not expected to provide analysis or review of the manuscript it is pushing: it’s supposed to tell Millicent the story.

Let’s face it: telling her how many protagonists there are, or whether the narrative talks about their experiences in the first or third person, actually doesn’t give her much of an indication of what the book is about, right? So is it really the best use of scant querying space?

In case you’re waffling on that last question, here’s a peek at what the result might be if a writer’s answer were yes. (If you are having trouble reading the individual words, try holding down the COMMAND key and pressing +.)

book report-style query

Quick: what is this book about? What is the event that all of these narrators observed, and what about it is compelling enough to hold the reader’s interest through 187 changes of perspective?

Beats me. So how can it be an effective query letter? Especially when — and give yourself some extra Brownie points if you caught this — Expansive made the classic Millicent-baiting mistake of referring to his work by the redundant phrase literary fiction novel. (All novels are fiction, right?) Besides, everyone knows that ol’ Pointy is a woman, and thus should be addressed as Ms. McGettoitson.

Equally damning, all of that analysis of structures and themes is going to read like a book report to Millicent. (That’s even the industry’s term for this kind of query, pitch, or synopsis: high school book report.) In a query, you’ve got one or at most two paragraphs to convince Millicent that this is a story she should read. Talking about a novel’s structure is almost never the best means of doing that.

So how would I advise Expansive to go about revising this query? Well, for starters, I would encourage him not to name so many characters in his descriptive paragraph (pop quiz: without looking, how many can you name? That’s the maximum he should keep), concentrating on the overall story of the novel, rather than enumerating as many perspectives as he can in that short a space. Second, I would urge him to make that first paragraph a touch less off-puttingly pretentious in its phrasing.

Third, I would advise him to throw out the second paragraph altogether. Period.

And every multiple-perspective lover’s hand shoots into the air. “But Anne, the first thing almost any aspiring writer will say if asked to describe his multiple-perspective novel, or even first-person narrative, is something like, ‘Well, there are eight points of view.’ Are you seriously suggesting that he should suppress that information in his query?”

Personally, I would let it be a pleasant surprise at manuscript-perusal time. Few professional readers would consider the narrative voice choice the most important thing to know about a book, after all. As anyone who has ever read fiction manuscripts for a living would be only too glad to tell you, there are excellent multiple-perspective novels; there are lousy ones, and there are a million different gradations in between.

Ditto with every other perspective choice. At query time, it’s just not a significant issue; it doesn’t give Millicent much of a hint about why her boss might conceivably be interested in this book. It’s not as though agents are very much given to strolling into the office first thing in the morning, yawning, and saying wistfully, “You know what I’d really like to read today? A first-person narrative. Yep, that would really hit the spot. Got any of those on hand, Millie?”

Not going to happen. If the narrative choice works on the page, great, but the only way Millicent can possibly tell if it does is to — wait for it — read the manuscript. Which, by definition, she’s not going to be doing at the querying stage.

So why not let your exciting perspective choices be a pleasant surprise at submission time? Concentrate instead in the query on getting her to ask to see the manuscript.

Which leads us right back to AM’s query-editing problem, doesn’t it? She’s in luck: the only part of a query letter that could possibly require a multiple-protagonist novel to be handled differently from a single-protagonist one would be #4, that pesky descriptive paragraph where the aspiring writer attempts to give some indication of what the book is about.

Paragraph #4 on our must-have list, in other words.

There’s a reason that lovers of multiple-protagonist stories find constructing the descriptive paragraph frustrating, and a darned good one. Let’s face it: that’s not a lot of space to talk about a perfectly straightforward boy-meets-girl story, let alone one following five protagonists, seventeen subplots, and fourteen generations of bunnies on an epic trek across four continents.

So I’ve got a radical suggestion: don’t try.

I’m quite serious about this. Instead of attempting to force a super-complicated plot into the space of a scant paragraph, just show enough of the premise to intrigue Millicent into asking to see the manuscript.

Which is, after all, the actual goal of any query, right? Right? Hello?

If you didn’t respond immediately in the affirmative, you’re not alone. Many writer new to the game assume, wrongly, that if only their query is good enough, an agent is going to say yes on the spot to representing the book. Since that literally never happens — no agent in his right mind would agree to represent a manuscript or book proposal she hasn’t read, unless it was written by someone who is already a celebrity in another field of endeavor — the assumption that it should renders the hard process of coming up with that descriptive paragraph even harder. The sooner an aspiring writer can jettison it, the better.

Is that dangerous notion out of your system? Excellent. Embrace this far more workable principle instead: the point of the descriptive paragraph in the pitch is NOT to distill the essence of the book; it is to convince the agent or editor to ask to READ it. Thus, your job is not to summarize the plot, but to present it in a fascinating manner.

Again, this is a tall order, even for a novel focusing on a single protagonist. Within the space of a paragraph, it’s genuinely difficult to make someone sound like an interesting character in an interesting situation. Generally speaking, your best bet is to focus on what’s most unusual about the protagonist and/or the situation.

Don’t believe me? Okay, if you read as many queries as Millicent, which would intrigue you more:

an accountant confronted with an ethical dilemma , or

a goose-loving accountant forced to decide between betraying his parfait-scarfing boss and being kidnapped by a mob of crazed azalea gardeners?

One’s generic; one’s fresh. And the second one is far, far less likely to make Millicent roll her bloodshot eyes and mutter, “Oh, God, not another accountant-in-a-dilemma story. Just once, I’d like to see one of ‘em do the wrong thing.”

Okay, okay: so that’s a pretty jaded response. Also, the second presentation’s details are a little weird. But it caught your attention, didn’t it?

Those of you writing about multiple protagonists are scratching your pretty little heads right about now, aren’t you? “But Anne,” these sterling souls inquire politely, because they know that’s the best way to get me to answer. “That sounds like great advice, but how does that apply to my novel? All seven of my protagonists are interesting people in interesting situations, but there just isn’t room in a 1-page query letter to introduce them all that way. Help!”

Superlative question, head-scratchers. In theory, a good multiple-protagonist novel is the story of LOTS of interesting people in LOTS of interesting situations.

That can make a great read, but it definitely presents a space-usage problem in a query letter. Take, for example, what the descriptive paragraph of John Steinbeck’s East of Eden would look like if Uncle John were (a) querying it today, (b) not already famous by the time he wrote it, and (c) he didn’t already know that the manuscript’s first 10 pages being almost exclusively concerned with the soil conditions of the Salinas Valley would probably lose Millicent pretty quickly:

Adam Trask and his brother Charles have a problem — and not just that their father has built a career on lying about his experiences in the Civil War.

Allow me to pause there for a moment: the story’s grabbed you already, hasn’t he? See what I mean about the hook value of unusual details?

But let’s assume for the purposes of argument that Millicent hasn’t already e-mailed him and asked to see the manuscript without reading the rest of the letter. (Hey, she’s busy; she already knows she wants to read it.) See how the energy fades as the description piles on more and more protagonists:

Adam Trask and his brother Charles have a problem — and not just that their father has built a career on lying about his experiences in the Civil War. For reasons Adam is powerless to explain, insensate rage overcomes Charles anytime their overbearing father shows so much as a flicker of preference for his brother. Sent off to the Indian Wars against his will, Adam loathes killing the innocent; Charles, deserted at home, farms and longs for his brother’s return. Meanwhile, wee sociopath Cathy Ames blithely leads young men to their doom in her home town. After a young teacher kills himself for her sake, her parents attempt to curb her — such a pity that they underestimate Cathy’s familiarity with kerosene. Out in California, Samuel, a family patriarch who bears a suspicious resemblance to the author, proves himself incapable of making money, but is the most respected advice-giver in the whole Salinas Valley. Samuel is the first to notice that Lee, Adam and Cathy’s hired hand, loses his pidgin accent as soon as anyone speaks to him intelligently. After Cathy unwillingly gives birth to twins Cal and Aron, she flees to Faye’s house of ill repute. Trusting Faye comes to love Cathy — now calling herself Kate — like a daughter, unaware of how the young woman has historically treated her relatives. The Sheriff of Monterey County worries about Kate and Adam, but can do little as she builds her business. As the Trask boys grow, secure in Lee’s love and Adam’s depressed indifference, three of Samuel’s children have their own individual adventures. Abra, a beautiful young girl visiting the Trasks with her parents, is charmed by eleven-year-old Aron’s beauty, but repelled by Cal’s rudeness.

That’s not the plot, mind you — that’s just a basic list of the protagonists and their initial conflicts. And I haven’t gotten to the part where the James Dean film version of the book began. Even starting 2/3rds of the way into the book, to make the story fit within the film’s running time, it completely got rid of Lee and transformed Abra into a love-crazed simp.

That’s a pity, because it honestly is a marvelous book — one that any serious novelist interested in handling multiple protagonists might want to read, incidentally. Steinbeck was incredibly skilled at weaving perspectives together into a solid, real-feeling world.

Clearly, though, no matter how wonderful the novel, focusing upon all of the protagonists isn’t going to work in the query letter. What other alternatives would Uncle John have?

What many writers would choose to do in Uncle John’s place would be simply to select one protagonist and present that character as if he were the only protagonist. This can work wonders, in terms of simplifying the story for querying purposes. Take a gander:

Adam Trask has a problem — and not just that his father has built a career on lying about his experiences in the Civil War. For reasons Adam is powerless to explain, his brother Charles is overcome with insensate rage anytime their overbearing father shows so much as a flicker of preference for his brother. When a mysterious battered beauty arrives bleeding on their doorstep, Adam abruptly decides to pursue his dream: move across the country with a woman he barely knows to create his own garden of Eden in the most beautiful place he has ever seen. But is his lovely new wife a craftier version of Charles, only too eager to wreck his hard-won paradise?

Gets right to the point, doesn’t it? Here, Adam’s an interesting character from an interesting family, faced with interesting conflicts.

As a bonus, the description even tells Millie how he intends to overcome those conflicts and move toward what he wants. (And did you like how I worked in the word dream? Millicent loves seeing that word in a descriptive paragraph. Other faves: passion, desire, longing, want, love, happiness.)

It does not, however, give a particularly complete sense of the book, does it? Partially, that’s a function of focusing on the premise — as is often the case, restricting the description to merely the set-up means that the query letter virtually ignores two-thirds of the book. (And not the two-thirds ignored by the movie version.)

That’s not a bad strategy for a query, by the way. Borrow a page from Scheherazade’s book: don’t tell too much of the story; leave Millicent curious to hear more.

But is concentrating upon only one of several protagonists the only way to produce a query for a complex multi-protagonist novel? Not by a long shot. Here’s an even better suggestion: introduce the story of the book in the descriptive paragraph, not the stories of the various characters.

Why, that’s the advice I gave Expansive, wasn’t it? Allow me to elaborate.

For a novel with multiple protagonists to draw the reader along from storyline to storyline, it must necessarily have an underlying unitary narrative. (Unless the chapters and sections are a collection of unrelated short stories — which would make it a short story collection, not a novel, and it should be queried as such.) Even if it is told from the point of views of many, many people, there is pretty much always some point of commonality.

That area of commonality should be the focus of your descriptive paragraph, not how many characters’ perspectives it takes to tell it. Strip the story to its basic elements, and describe that in Paragraph 4.

Those of you juggling many protagonists just sighed deeply, didn’t you? “But Anne,” lovers of group dynamics everywhere protest, “why should I limit myself to the simplest storyline? Doesn’t that misrepresent my book?”

Not more than other omissions geared toward brevity — you would not, for instance, take up valuable query space with telling an agent that your book was written in the past tense, would you? Or in third person?
The point of the query is not to talk about the novel, as you would if you were reviewing it or analyzing it for a class; you’re there to interest Millie in the story.

So tell the story. Let your narrative choices be a fringe benefit discovered at manuscript-reading time, Expansive.

Before anyone steps up onto that nearby soapbox to inform me huffily that in a good novel, the writing is the story — a statement with which I happen to agree, by the way — let me give you another example of why concentrating on the narrative structure seldom sells a story well. I’m certain the wandering spirit of Uncle John will forgive me if I use his story again as an example:

EAST OF EDEN is a multiple-protagonist novel covering three generations of the Trask family, as well as three generations of the author’s own family history. Told from the competing and sometimes factually inconsistent points of view of both fathers and sons, as well as the lover, wife, mother, and madam who alternately rules and destroys their dreams, this sweeping epic tells three different versions of the Biblical story of Cain and Abel — and the bystanders who see the tragedy reenacted again and again. Through the eyes of Lee and Samuel, the less-privileged characters supporting Adam and his sons, the reader gains a clear if limited picture of the casual racism, conflicting cultural values, and philosophies of the period.

That’s analysis, not description. It might get you an A on an American Literature exam, but the publishing industry just doesn’t talk about novels in academic terms. Tell Millicent a compelling story instead.

Has a high wind risen on the horizon, or have some of you been indulging in gusty sighs for the past few paragraphs? “Okay, Anne,” Expansive and his ilk concede reluctantly, “I plan to use the descriptive paragraph to show off my skills as a storyteller, rather than getting bogged down in a general discussion of the structure. But I write character-driven fiction — my story is my characters!”

Pardon me for doubting you, oh sighers, but in a well-told narrative, that’s almost never true. Even memoirs are seldom solely about their protagonists and nothing else. Protagonists live within contexts; they face obstacles to pursuing their goals; they encounter conflict. If they don’t, it’s hard to envision much of a dramatic arc.

Even in the extremely unlikely event that your book is such pure literary fiction that the characters and plot are irrelevant — again, almost unheard-of — concentrating instead upon experiments in writing style, your book is still about something, isn’t it? The interactions between the protagonists? Their hopes and dreams? The way that plain white wall changes in the light over 400 pages of the protagonists’ staring at it and nothing else?

That something can be the focus of your descriptive paragraph. Why? Because just as any agent is going to have to know what the book is about in order to interest an editor in it, Millicent’s going to have to be able to tell her boss what kind of novel she thinks the agency should consider representing.

Wait, what’s that you say? You’d like to see just how I’d follow this last piece of advice for Uncle John’s notoriously plot-heavy 600-page novel?

I was afraid you’d ask that. Frankly, if I were querying EAST OF EDEN to most agencies, I’d probably use the Adam-centric descriptive paragraph above; it’s a pretty good teaser for the first part of the novel. However, if I were approaching an agent who specialized in lengthy, character-driven epics written in a literary voice, I might try a more theme-oriented approach. For this book, I’d concentrate on the great big conflicts, opening with a wacky, memorable detail:

Invalided half an hour into his Civil War service, Cyrus Trask builds a career on lying about his many battles. He raises his sons, Adam and Charles, as miniature soldiers, but by the time they come of age, volatile Charles is too violent for even the Indian Wars. Forced to shoot at innocents against his will, meek Adam vows to use the rest of his life to create, not destroy. When mysterious beauty Cathy arrives at the Trask farm, nearly beaten to death, Adam abruptly decides to abandon his family to pursue his dream: move across the country with a woman he barely knows to create his own garden of Eden in the most beautiful place he has ever seen. But crafty Cathy longs to escape his hard-won paradise and carve out a safe haven for herself as madam, even if she must murder those who stand in her way. Left to raise his twin sons with only the help of Lee, his quietly scholarly housekeeper, can Adam avoid passing his legacy of violence down to yet another generation?

The answer to that question is, as any American literature major could tell you, is no. But there’s no need to tip Millicent off before she requests to read the manuscript, is there?

More practical examples follow next time, of course — 10 am PST, according to our schedule, although I reserve the right to hit the snooze button a couple of times tomorrow morning. Enjoy your evenings, campers, and keep up the good work!

Querypalooza, part XIV: getting creative with your platform paragraph, or, can we strike the phrase worthless credential from the language, please?

narrow road sign

I had to laugh this morning, campers. You know how I’ve been complaining periodically throughout this querying series about how often reasonable advice (or, even more often, an agent’s offhand comment about a personal preference) becomes transformed through sheer repetition into a purported Cosmic Law of Querying that bears only a faint familial resemblance to the original advice? Nowhere is the potent equation specific statement + word of mouth + time = distortion more operational than in the word-of-mouth paradise that is the aspiring writers’ community. Especially now, when Internet searches are so gifted at ripping individual statements out of context and communications are so rapid.

Now, to paraphrase Mark Twain, a misconception can make it halfway around the world before the truth has a chance to get its boots on.

Case in point: do you recall how careful I was in yesterday’s post on constructing a platform paragraph to assure all of you that the examples I was using were fictional, and thus should not be cited anywhere, anytime as truth? Well, the moment I logged onto the blog this drizzly Seattle a.m., I found an incoming link from the University of Bonn.

Why? Because yesterday’s post contained this totally made-up statement: Audrey Hepburn holds an earned doctorate in particle physics from the University of Bonn, and thus is eminently qualified to write on atomic bombs.

This is not true; I said in the post it was not true. But did the web bot searching for the phrase University of Bonn trouble itself with fact-checking? Or with context?

The moral: Don’t believe everything you read on the Internet. Even if you read it here. Or heard someone say that they might have heard it here.

Speaking of the nature of truth and one’s obligation to tell it, inveterate commenter Elizabeth chimed in on Querypalooza XII, bringing up a very common misconception about what is and is not a credential of sufficient literary significance to include in one’s platform paragraph:

My sister is in marketing, and was a recruiter and hires writers all the time and told me the story credit in my resume from my school literary mag is worthless. “I would see that and assume you are still in school and trash your resume,” she said cruelly.

I left it out of the last query. In fact, I left out my two college degrees, one of which is in criminology (crime novel) also. Ironically, it contains the BEST descriptive stuff I’ve ever written for this book.

Have you ever noticed how frequently the word worthless comes up when talking about credentials, campers? In querying advice, it’s as closely associated with the platform paragraph and pitching as the term spry is to the elderly. (When’s the last time you heard a young person described as spry?)

As we saw last time, the use of worthless vis-à-vis writing credentials is not limited to the mouths and keyboards of those who give professional advice to writers trying to get published. It is ubiquitous on the web, in blogs, in writers’ fora — and, as a direct result, in writers’ psyches.

In my experience, practically every aspiring writer who has not yet published a book with a major house — thus the descriptor aspiring — harbors a deep, gnawing fear that none of his credentials are good enough to include in his platform paragraph. Or his platform, if he writes nonfiction. When in doubt, the ubiquitous worthlessness-mongers tell him, leave it out.

“But this is my first novel!” he will protest. “Nothing I can possibly say will hide that fact from Millicent the agency screener. She’ll see right through my six master’s degrees, seventeen magazine articles, and Olympic bronze medal in ski jumping. She’ll know it’s only filler. I’d best not mention any of it.”

No, she’ll know that you’re a previously published author — what are those articles, chopped liver? And even if you didn’t have those publications in your background, sir, she would know from the rest of your credentials that you’re interesting.

Heck, if she knows her business, she’ll know that you might have a potentially gripping memoir in you. (When did you write all of those theses? In mid-air?)

In the face of the barrage of advice about querying (and marketing, for that matter), it’s so easy for aspiring writers to lose sight of the fact that the platform paragraph is about you. It’s a conceptual container for information that might make Millicent say either, “Wow, this writer knows whereat she speaks,” or, “Wow, this writer knows her way around the writing process.”

Or even, “Wow, this writer sounds like someone my boss, the agent, would absolutely love to work with on a long-term, mutually-beneficial basis.” You would argue with that?

So in excising her two best credentials, Elizabeth merely fell into the unfortunately all-too-common trap of confusing her platform paragraph with a résumé. But that’s not terrifically surprising, is it, in the face of all of that yammering about worthless credentials?

The usual conception of a platform is of a relatively limited checklist of pre-approved credentials. If you can check Box X, then you can list that credential. If you can’t check any of the boxes, you simply have no credentials at all, and thus are better of not mentioning anything about your background.

Basically, this conception turns the platform into a Who’s Who entry: if you happen to have one of the small handful of achievements for which there are boxes on the form, you have a listing. If you don’t, you don’t. Which means, in practice, that if all the available boxes are publications — or, in most first-time queriers’ minds, book publications with major houses — virtually no aspiring writer would have any credentials worth mentioning in a query letter.

Anybody see a logical problem with this? Like, for instance, the fact that if Millicent actually did take umbrage at non-literary (or even non-book-literary) credentials, she would have to reject 99.99% of what crosses her desk?

That’s ridiculous, of course. It’s her job to reject 98% of what crosses her desk. And it’s your job to convince her in your query letter that you and your book project are in the top 2%.

Following the common wisdom — if you don’t have any of the narrowly-defined credentials, you should leave the platform paragraph out of your query altogether — may not be the best strategy. And it would be a suicidal strategy for writers of nonfiction, including memoir: just as part of what a nonfiction book proposer is marketing is her expertise in the subject matter of her book, part of what a memoirist is marketing is her personality.

So why on earth would a savvy querier want to pretend that she doesn’t have one? Or a background?

To a lesser extent, the same holds true for fiction: remember, any sensible agent seeking new clients is going to be looking for a career writer, not the proverbial author with only a single book in him. If you have traveled extensively, she might want to know that: you may have a travel memoir in you, or she may have a memoirist with a great story who could use a co-writer. And let’s not forget the fact that interesting people tend to do better at book readings, giving interviews, and other necessary promotional events in a successful author’s life.

There are also the practical concerns to consider. She’s going to want to know what you do for a living, not only because it will tell her more about you, but because your ability to take time off work will have a direct effect upon your ability to drop everything and make revisions. (Sorry to break that to you, ER-doctors-who-write.) On the flip side, if you travel for work, you’ll already be in a position to do book signings in multiple cities without your future publishing house’s having to cough up any dosh for traveling expenses.

Again, the down side to alerting Millicent to any of these selling points is?

Please don’t let yourself get talked out of — or, even more common, talk yourself out of — including relevant information in your query. If you find yourself tempted, think of Elizabeth’s example: what did she gain by cutting her two best credentials, ones that are absolutely germane to her current project? My police procedural is informed by my degree in criminology is, after all, precisely the kind of Eye-Catching Query Letter Candy (ECQLC) Millicent deliberately scans those platform paragraphs to find.

Let’s get brainstorming, shall we? Yesterday, I concentrated on the standard writing résumé bullet points. To recap:

(1) Any experience that makes you an expert on the subject matter of your book.

(2) Any educational credentials you might happen to have, whether they are writing-related or not.

(3) Any honors that might have been bestowed upon you in the course of your long, checkered existence.

(4) Any former publications (paid or unpaid) or public speaking experience.

Today, we move on to less obvious stuff. You know, the things in your background that render you such a fascinating person.

(5) Relevant life experience.
This is well worth including, if it helps fill in some important background for the book. Is your novel about coal miners based upon your twenty years of experience in the coalmining industry? Is your protagonist’s kid sister’s horrifying trauma at a teen beauty pageant based loosely upon your years as Miss Junior Succotash? Mention it.

There’s a reason that agents and editors habitually ask aspiring NF writers, “So what’s your platform?” after all.

And don’t discount how much more credible your life experience might make you if you write fiction about it, either. Which author do you think would be easier for a publisher’s marketing department to convince a magazine writer to interview, one who has written a book whose protagonist is a day trader, or this great new author who’s just distilled her 8 years as a day trader into a behind-the-scenes novel?

Quite different, isn’t it? The amazing thing is that both of these statements could quite easily refer to the same book.

Make sure, by the way, that if your life experience is your most important credential, it appears first in your platform paragraph. If you are writing about firefighting, and you happen to be a firefighter, Millicent needs to know that right away. Don’t be coy — the connection with your book may seem self-evident to YOU, but remember, Millicent will not be able to guess whether you have a perfect platform for writing your book unless you tell her about it.

What you should NOT do under any circumstances, however, is say that your novel is “sort of autobiographical.” To an agent or editor, this can translate as, “This book is a memoir with the names changed. Since it is based upon true events, I will be totally unwilling to revise it to your specifications. Oh, and someone I know may later come along and try to sue you over it, future publisher. Please read my manuscript anyway.”

No wonder, then, that the words autobiographical and fiction in the same sentence so often prompt Millicent to shout, “Next!”

The distinction I am drawing here is a subtle one, admittedly: basically, I’m urging you to say FALLING CINDERS draws upon my twenty years as a working firefighter instead of FALLING CINDERS is semi-autobiographical or — sacre bleu!This novel is partially based on my life.

Having the background experience to write credibly about a particular situation is a legitimate selling point: in interviews, you will be able to speak at length about the real-life situation, a very tangible plus for a first-time author. However, industry professionals simply assume that fiction writers draw upon their own backgrounds for material.

But to them, a book that recounts true events in its author’s life is a memoir, not a novel. Contrary to the pervasive movie-of-the-week philosophy, the mere fact that a story is true does not make it more appealing; it merely means potential legal problems.

Translation: until folks in the industry have forgotten about the A MILLION LITTLE PIECES fiasco, it’s not going to be a good idea to highlight the fact that a novel is semi-autobiographical in your pitch. (Industry rumor has it that AMLP was originally sold as fiction, not memoir, but what did I just tell you about believing rumors?) Especially since — again, it pains me to be the one to tell you this, but how else are you going to find out? — a good third of queries (and most first-novel pitches) include some form of the phrase, “Well, it’s sort of autobiographical…”

Just don’t do it. Trust me on this one.

(6) Associations and affiliations.
If you are writing on a topic that is of interest to some national organization, bring it up here. If it’s a large organization, go ahead and mention its size. (Left to her own devices, Millicent’s guesstimate would probably be low.) Also, if you are a member of a group willing to promote (or review) your work, you might want to bring it up — although you might want to clear make sure first that your group is in the habit of such promotion. Some possible examples:

The Harpo Marx Fan Club has 120,000 members in the U.S. alone, as well as a monthly newsletter, guaranteeing substantial speaking engagement interest.

My main character’s struggle with multiple sclerosis will speak to the 400,000 people the National MS Society estimates currently have the disease.

I am a graduate of Yale University, guaranteeing a mention of my book on tulip cultivation in the alumni magazine. Currently, The Yale News reaches over 100,000 readers bimonthly.

(To reiterate: I pulled all of the examples I am using in this list out of thin air. Probably not the best idea to quote me on any of ‘em, therefore. I’m looking at you, University of Bonn.)

(7) Trends and recent bestsellers.
If there is a marketing, popular, or research trend that touches on the subject matter of your book, add it to your list. (Don’t mentally shake off that last sentence. Not everything on your brainstorming list is going to end up in your query letter; give yourself some creative leeway.)

If there has been a recent upsurge in sales of books on your topic, or a television show devoted to it, mention it. (Recent, in industry terms, means within the last five years.) Do be careful, though, not to imply that everyone who watches a popular TV show will buy a book that’s similar to it: Millicent is well aware that in the couple of years between when an agent picks up a new writer and when the book might reasonably be expected to appear on the shelves, the show might easily become less popular. Or even go off the air entirely.

(In response to that loud unspoken “Whaaa?” I just heard out there: after you land an agent, figure one year for you to revise it to your agent’s specifications and for the agent to market it — a conservative estimate, incidentally — and another year between signing the contract and the book’s actually hitting the shelves. If my memoir had been printed according to its original publication timeline, it would have been the fastest agent-signing to bookshelf progression of which anyone I know had ever heard: 16 months, a positively blistering pace.)

Even if trends support a secondary subject in your book, they are still worth including. If you can back your assertion with legitimate numbers (see last weekend’s earlier posts on the joys of statistics), all the better. Some possible examples:

Ferret ownership has risen 28% in the last five years, according to the National Rodent-Handlers Association.

Last year’s major bestseller, THAT HORRIBLE GUMBY by Pokey, sold over 97 million copies. It is reasonable to expect that its readers will be anxious to read Gumby’s reply.

(8) Statistics.
At risk of repeating myself, if you are writing about a condition affecting human beings, there are almost certainly statistics available about how many people in the U.S. are affected by it. We Americans are unparalleled at numerically documenting our experiences. As we discussed earlier in this series, including the real statistics in your pitch minimizes the probability of the agent or editor’s guess being far too low.

Get your information from the most credible sources possible, and cite them. Some possible examples:

750,000 Americans are diagnosed annually with Inappropriate Giggling Syndrome, creating a large audience potentially eager for this book.

According to a recent study in the Toronto Star, 90% of Canadians have receding hairlines, pointing to an immense potential Canadian market potential for MASSAGE YOUR WAY BACK TO BUSHINESS.

(I’ll keep you posted on whether that last one gets picked up by a Canadian web bot.)

(9) Recent press coverage.
I say this lovingly, of course, but as I mentioned yesterday, people in the publishing industry have a respect for the printed word that borders on the mystical. Minor Greek deities were less revered.

Thus, if you can find recent articles related to your topic, list them as evidence that the public is eager to learn more about it. Possible examples:

So far in 2010, the Chicago Tribune has run 347 articles on mining accidents, pointing to a clear media interest in the safety of mine shafts.

In the last six months, the New York Times has written twelve times about Warren G. Harding; clearly the public is clamoring to hear more about this important president’s love life.

(10) Your book’s relation to current events and future trends.
I hesitate to mention this one, because it’s actually not the current trends that dictate whether a book pitched or queried now will fly off the shelves after it is published: it’s the events that will be happening THEN.

Like popular TV shows, current events are inherently tricky as selling points, since it takes a long time for a book to move from proposal to bookstand. Ideally, your pitch to an agent should speak to the trends of at least two years from now, when the book will actually be published.

However, if you can make a plausible case for the future importance of your book, go ahead and include it on your list. You can also project a current trend forward. Some examples:

At its current rate of progress through the courts, Christopher Robin’s habeas corpus case will be heard by the Supreme Court in late 2011, guaranteeing substantial press coverage for Pooh’s exposé, OUT OF THE TOY CLOSET.

If tooth decay continues at its current rate, by 2015, no Americans will have any teeth at all. Thus, it follows that a book on denture care should be in ever-increasing demand.

(11) Particular strengths of the book.
You’d be surprised at how well a statement like, BREATHING THROUGH YOUR KNEES is the first novel in the last two decades to take on the heartbreak of kneecap dysplasia can work in a pitch or a query letter. If it’s true, that is.

(If it isn’t, of course, or if the writer simply didn’t do his homework well enough to know that it isn’t, the query’s toast. But as someone suffering from kneecap dysplasia at this very moment, I find that I long to read this novel even though I know it doesn’t exist. I am, in fact, the target audience for this book. Which is kind of funny, because when I made this example up several years ago, my knees were pointing in the right direction.)

So what is your book’s distinguishing characteristic? How is it different and better from other offerings currently available within its book category? How is it different and better than the most recent bestseller on the subject?

One caveat: if you engage in a direct comparison with an already-published book, avoid cutting it down. Try to stick to pointing out how your book is GOOD, not how another book is bad.

Why? Well, publishing is a small world: you can never be absolutely sure that the Millicent or her boss DIDN’T go to college with the editor of the book on the negative end of the comparison. Or date the author. Or, and the agent’s case, represented the book himself.

Stick to what is genuinely one-of-a-kind about your book — and don’t be afraid to draw direct factual comparisons with other books in the category that have sold well recently. For example:

While Jennifer Anniston’s current bestseller, EYESHADOW YOUR WAY TO SUCCESS, deals obliquely with the problem of eyelash loss, my book, EYELASH: THE KEY TO A HAPPY, HEALTHY FUTURE, provides much more detailed guidelines on eyelash care.

I would STRONGLY urge those of you who write literary fiction to spend a few hours brainstorming on this point. How does your book deal with language differently from anything else currently on the market? How does its dialogue reveal character in a new and startling way?

Or, to put it in the most ego-satisfying manner possible, why might a professor choose to teach your novel in an English literature class?

Again, remember that you need to express these difference in terms of facts, not subjective assessment. It’s perfectly legitimate to say that the writing is very literary, but don’t actually say that the writing is gorgeous.

Even if it undeniably is.

Why not? Well, that’s the kind of assessment that publishing types tend to trust only if it comes from one of three sources: a well-respected contest (in the form of an award), the reviews of previous publications — and the evidence of their own eyes.

Seriously, this is a notorious industry pet peeve: almost universally, agents and editors tend to respond badly when a writer actually says that his book is well-written; they want to make up their minds on that point themselves. It tends to provoke a “Show, don’t tell!” response.

In fact, it’s not at all unusual for agents to tell their screeners to assume that anyone who announces in a query letter This is the best book in the Western literary canon! must necessarily be a bad writer — and one whose literary intake is probably fairly meager at that.

“What on earth must this writer think is currently on the market,” Millicent says under her breath, reaching swiftly for the form-letter rejection stack, “if he thinks he can make a claim like this. I’d bet a wooden nickel that he hasn’t read any literary fiction that’s come out within the last seven years. Next!”

Cast your selling points as marketing realities, though, and she’ll be pleasantly surprised — as long as what you say is true. If you can legitimately say, for instance, that your book features a sensitive characterization of a dyslexic 2-year-old, and thus will speak to the parents of the 4-7% of children who are dyslexic, that will be heard as a statement of fact, not a value judgment.

(12) Any research or interviews you may have done for the book.
If you have done significant research or extensive interviews, list it here. This is especially important if you are writing a nonfiction book, as any background that makes you an expert on your topic is a legitimate part of your platform. Some possible examples:

Leonardo DiCaprio has spent the past eighteen years studying the problem of hair mousse failure, rendering him one of the world’s foremost authorities.

Tiger Woods interviewed over 6000 women for his book, HOW TO KEEP THE PERFECT MARRIAGE PERFECT.

(13) Promotion already in place.
Yes, the mind does immediately spring to the kind of resources commonly associated with having a strong platform — name recognition, your own television show, owning a newspaper chain, and the like — but more modest promotional efforts are worth listing as well. Being the organizer of your local libraries’ monthly meet-the-author forum certainly would count — because, really, who would be in a better position to blandish speaking time with your local library once your book comes out.

(Note to the 11% of you who just cried, “But my local library doesn’t have such a program!”: has it occurred you to start one yourself? Speaking as both someone who grew up surrounded by working authors and the daughter of a public school librarian who served for years on the city library’s board, half the librarians in the country, community and school alike, and fully two-thirds of the authors would line up to kiss you on the lips if you would volunteer to coordinate such a program in your town. And can you think of a better way to meet your favorite authors?)

Don’t engage in wishful thinking here, though; the point here is not to speculate about what you might do in future, as NF writers must in the marketing plan portion of their book proposals. For platform paragraph purposes (try saying that three times fast), only include promotion that does indeed already exist. Or that you are positive that you can make exist by the time you are having your first honest-to-goodness conversation with an agent who wants to represent your book.

Establishing a website for your writing is a good start — and it’s something practically any aspiring writer with Internet access can do, even with the most minimal resources. Having a website already established that lists an author’s bio, a synopsis of the upcoming book, and future speaking engagements carries a disproportionate weight in the publishing industry, because, frankly, the publishing industry as a whole has been a TRIFLE slow to come alive to the promotional possibilities of the Internet, beyond simply throwing up static websites.

So almost any web-based marketing plan you may have is going to come across as impressive. Consider having your nephew (or some similarly computer-savvy person who is fond enough of you to work for pizza) put together a site for you, if you don’t already have one.

(14) What makes your take on the subject matter of your book fresh.
I like to see every brainstormed list of selling points include at least one bullet’s worth of material addressing this point, because it’s awfully important. If YOU don’t know what makes your book different and better than what is already on the shelves, how can you expect an agent or editor to guess?

So this is the time to bring up what makes your work new, exciting, original, and/or a genuinely significant contribution to the current market in your chosen book category. (For some tips on how to figure that out, as well as an in-depth explanation of the sometimes elusive distinction between what the publishing industry considers fresh and what it will dismiss as weird, check out the FRESHNESS IN MANUSCRIPTS category at right.)

Again, what we’re looking for here are not merely qualitative assessments (“This is the best book on sailboarding since MOBY DICK!”), but content-filled comparisons (“It’s would be the only book on the market that instructs the reader in the fine art of harpooning from a sailboard.”)

Finished brainstorming? Terrific. Now you can write your platform paragraph or book proposal.

After you do, though, don’t throw out your list of selling points — that’s going to come in handy down the line. Even more so if you take the time now to put it in a format you can use again and again.

How? Start by going through your list and figuring out what are the best points, from a marketing point of view. Cull the less impressive stuff. Ideally, you will want to end up with somewhere between 3 and 10 selling points, enough to fit comfortably as bullet points on a double-spaced page.

Then reduce each point to a single sentence. Yes, this is a pain for those of us who spend our lives meticulously crafting beautiful paragraphs, but trust me, when you are consulting a list in a hurry, simpler is better.

When your list is finished, label it MARKETING POINTS, and keep it by your side until your first book signing. Or hand to your agent when she’s ready to start pitching to editors. Or pull it out when you are practicing answering the question, “So, what’s your platform?”

Heck, you might even want to use it as a study guide before you give interviews about your book, because once you’ve come up with a great list of reasons that your book should sell, you’re going to want to bring those reasons up every time you talk about the book, right?

Oh, and keep a copy handy to your writing space. It’s a great pick-me-up for when you start to ask yourself, “Remind me — why I am I putting in all of this work?”

Yes, generating selling points IS a lot of trouble, but believe me, in retrospect, you will be glad to have a few of these reasons written down before you meet with — or query — the agent of your dreams.

Trust me on this one. And remember me kindly when, down the line, your agent or editor raves about how prepared you were to market your work. There’s more to being an agent’s dream client than just showing up with a beautifully-written book, you know: there’s arriving with a fully-stocked writer’s toolkit.

Next time — that’s 7 o’clock PST this evening, campers, on our slightly-less-breathless post-Labor Day schedule — we shall be moving on to query packet construction and mailing issues. Can’t you just feel the excitement in the air?

No, but seriously, paying attention to these details can save a querier a heck of a lot of trouble. Not to mention rejection. Keep up the good work!

Querypalooza, part XII: what do you mean, you want me to talk about my writing credentials?

Janet Leigh shower

Sorry that I’m posting our latest Querypalooza installment a few minutes late today, campers. First, I overslept a bit (probably predictable, seeing as I had committed to last weekend’s post-every-eight-hours schedule before it occurred to me that such a posting regimen would necessarily preclude my ever sleeping more than, say, seven hours and twenty minutes at a stretch), then I got embroiled in answering readers’ questions on earlier posts in this series. I aspire to being more prompt with today’s 6 p.m. post.

As long-time readers of this blog are, I hope, already aware, I welcome questions and comments from my readers. They keep things lively, and frankly, without them, Author! Author! would not have grown, evolved, and some would say mushroomed over the past five years into the seething cauldron of ideas it has. Your input has transformed it from a series of editorial pieces (which is, really, what it was for the first year, when I was Resident Writer for the Pacific Northwest Writers’ Association; their board insisted on column format without visible comments) into a vibrant, ever-burgeoning community.

A fierce ragoût, as Charlotte Brontë would put it. Heck, even the super-specific categories on the archive list at right were initially suggested by a reader. My very first commenter, in fact. So the next time you go scrolling down that now-immense list of options, you should send mental thanks to inveterate commenter Dave.

There’s another, slightly less obvious way that your input has been — and shall continue to be, I devoutly hope — so good for this blog: every so often, someone asks a question that would simply never occur to anyone who works with manuscripts for a living. I’ll never forget the first time it happened. Someone wrote in because she was confused by something I had said in passing about how manuscripts should be formatted: how was it possible, she asked in all sincerity, to have a slug line in the top margin when the rules said there should be a one-inch border of white space all around the page?

It’s a cliché, but my jaw actually did drop. Having grown up surrounded by professional writers, not only would this question never have occurred to me — I had no personal experience that would lead me to guess that anyone else might have formulated it. My parents made me write my elementary school term papers in standard format. Typed, no less. I had never even thought about how difficult it would be for someone who had never seen a professionally-formatted manuscript to envision what it should look like.

And that, my friends, was the inspiring spark for my notoriously explanation-heavy semi-annual HOW TO FORMAT A BOOK MANUSCRIPT series. So the next time any of you have a question about format, you should be thanking that early questioner.

Ditto, incidentally, for Querypalooza. My explanations have definitely been enriched over the years by readers’ comments and questions. Why, only recently, curious and insightful reader Janet raised an interesting query-related issue in the comments:

The thing that stymies me is the credentials part. If you’re trying to interest an editor (as I write mostly short stories at the moment, although I’m Working On A Novel) but you’ve only really just gotten started again and haven’t won or published anything (that’s not fan fiction), how do you deal with that?

That part stymies nearly everyone, Janet — and not only short story writers trying to interest editors in their work. It is, in fact, the classic first-time book writer’s dilemma, and certainly most queriers’.

The classic answer to this question is if you don’t have writing credentials, get some. Most aspiring writers are turned off by this, because they assume this is referring to formal publishing credentials, but that’s not the only possible option in the platform paragraph of a query. The goal of including publishing credentials there is not just to show that some editor out there has already taken a chance on you, but to show that others have read your work — and thus you have an already-existing audience, however small.

Thus, a published book review in a local free paper is in fact a credential; so is being the resident writing expert for a public library (almost always a volunteer proposition), interviewing someone for a workplace newsletter, being a member of a regularly-meeting writers’ group, or even — dare I say it? — maintaining a blog.

All of these things demonstrate professional intent — which, if you do not have professional credentials, is the next best thing. I have some tips on brainstorming more possibilities in the posts under the BUILDING YOUR WRITING RESUME category on the archive list at right, but it all boils down to be creative.

Okay, my work here is done. Moving on…

No, but seriously, folks, that is how quickly most of us who deal with books for a living would answer this sort of question. It just wouldn’t occur to us that someone new to the industry might want or need to hear more. Being me — and thus having the benefit of five years’ worth of your questions and comments — I know better.

So for the next couple of posts, I’m going to talk about the query’s platform paragraph assuming that there must be many readers out there who have never seen a professional query before. Let’s start by defining our terms, shall we?

A platform is the collection of credentials, life experience, and specific expertise that forms the basis of a writer’s claim to be the best person on earth to write the particular book he is pitching, querying, or proposing. Until fairly recently, the term applied only to nonfiction: platform was industry-speak for the background that renders a nonfiction author qualified to write a particular book, but now, it’s not uncommon for agents and editors to speak about a novelist’s platform as well.

And you know what I mean by the platform paragraph in a query, right? It’s the third paragraph in the example below, the part that begins, not entirely coincidentally, with I am uniquely qualified to tell this story, due to…

mars query

Now that we’re all on the same page, so to speak, we’re ready to ask the $64,000 question: what kinds of credentials are literary enough to constitute a legitimate platform? Or, to put it a bit more practically: other than previous publications, what’s going to impress Millicent the agency screener?

And 85% of you just tensed up again. Not too surprising: most aspiring writers — novelists in particular, I notice — become abashed when asked about their platforms, and downright depressed while trying to write the credentials paragraph for their query letters. Even for a writer crammed to the gills with self-esteem tend to wilt a little when confronted with the prospect of having to justify having sat down to write her book.

I have long suspected that part of the fear stems from that seemingly hostile agency guide notation, prefers previously published writers. That’s the kind of statement that makes those talented souls trying to break into the biz wander down the street, grumbling and kicking the nearest tin can.

“What credentials do I have?” they murmur mournfully. “It’s a Catch-22: I have to be published in order to get published.”

A not-unreasonable argument, oh can-kickers, but I can’t help feeling that as a querying concern, it’s a trifle misplaced. I ask you: when would you rather learn that an agency would prefers to represent writers who already have a book or article out, after you queried — or before, when you could save yourself a stamp by not approaching such agents at all?

It may not be nice to hear, but let’s face it: in terms of stamp-consumption, agencies willing to state in print or on their websites that they only want to hobnob with those with clippings are actually doing aspiring writers a favor. They are saving the previously-unpublished some wasted time.

Besides, even the quickest flip through the rest of that agency guide that drove you onto the streets, abusing recyclables, will abundantly demonstrate that there are hundreds of wonderful agents out there that represent first-time writers. Why not start with them, instead of squandering your energies resenting the others?

I hear that can rattling against the curb again. “Fine, Anne,” the credentials-impaired reluctantly concede, “I won’t fritter away my time dwelling on the others. But I still have to write a platform paragraph for my query letter, and I have no idea what to say.”

Again, a fair worry. May I make a couple of suggestions for alleviating it? What if you thought of that paragraph as dealing with your book’s selling points, rather than yours personally? And while we’re on the subject of your personal credentials, is it possible that you’re thinking too narrowly?

That got you to stop kicking that can, didn’t it?

Let me take the second suggestion first, the one about expanding one’s conception of platform. Technically, any fact about your background or the book’s appeal could conceivably be a legitimate platform plank. As long as it might spur readers to buy the book, it’s fair game.

So if you have previous publications, and thus a readership, you’re definitely going to want to mention it — yes, even if those publications don’t happen to be books. Articles are great, as are online publications and even blogs: what you are proving here is that you have an existing audience, one that might conceivably recognize your name enough to pick up a volume in a bookstore.

That, in case you had been wondering, is the primary reason agents harbor a preference for working with previously-published authors, as well as why self-published books don’t tend to work well as platform credentials unless they’ve sold a ton of copies. A previously-published author has already demonstrated that somebody out there is interested in what s/he has to say.

That’s a perfectly legitimate selling point, isn’t it?

But that’s not the only reason that you might want to list any previous publications — and I do mean any — in your query. The previously published also tend to have an edge because, presumably, they have experience pleasing an editor.

Why might that conceivably be important to an agent? Well, for one thing, that experience implies that the writer in question has met at least one deadline, a perennial concern of agents and editors alike. It shows that the writer can follow directions. It also implies that the writer has at some point in his or her checkered existence successfully accepted editorial feedback without flying into bits — again, something about which agents and editors worry, because a writer unable or unwilling to handle feedback professionally makes their respective jobs significantly harder.

Getting the picture? Previous publications of any sort silently signal that you are a pro. Why wouldn’t you mention any and all that you might have?

The can just bounced off the lamppost again, didn’t it? “I can think of one might good reason, Anne: I wasn’t paid for my past publications.”

The professional response to that is immensely complicated, of course, but here goes: so what?

Seriously, why should it matter, as long as actual readers got to see your work? Admittedly, Millicent is probably going to be more impressed if you can legitimately state that you have published three short stories in The New Yorker than if you wrote periodic columns on boosting homeowners’ recycling acumen for your community’s free newspaper, but you had to meet a deadline, didn’t you? You had to conform to submission standards without throwing a tantrum, didn’t you?

Don’t you want the agent of your dreams to be aware of that experience?

Ditto with contest wins and placings, incidentally: since they are tangible proof that others have liked your writing, you’re going to want to mention them in your query. Yes, even if the writing for which you received recognition is completely unlike the manuscript you’re querying.

In the first place, what makes you think Millicent has the time to check whether the Edna St. Vincent Millay Award was for poetry, plays, or prose? Even if she made an educated guess that you won for a poem and you are marketing an urban vampire fantasy, she’s still going to regard it, rightly, as a sign that you might conceivably know how to write.

And the down side is?

Successful contest entries also demonstrate that — wait for it — the writer who won them can, you guessed it, follow directions and meet deadlines. In case the sheer number of times I have brought up these laudable traits hasn’t tipped you off yet, these are surprisingly rare abilities in writers, especially those new to the publishing process.

Why? Well, you didn’t hear it from me, but all too often, neophyte writers labor under the impression that they should be concerned with only the artistic side of getting their books published. Artsy writers chafe at deadlines, because they want to write only when inspiration hits; they become enraged at editorial suggestions, because after all, who is the publishing house that bought their manuscript to interfere with their artistic vision? And, if you believe the horror stories agents and editors like to tell in that bar that’s never more than 100 yards from any writers’ conference held in North America, plenty of art-loving writers simply throw a fit if anyone at all suggests at any point in the publication process that they should change a sentence or two.

Such writers are, in short, a pain to the agents and editors unfortunate enough to work with them.

But you’re willing to be reasonable, right? And if you’ve published before, in any context, you worked and played well with the editorial staff, didn’t you? Any particular reason you wouldn’t want Millicent to know that when she’s considering your query?

“Okay, Anne,” the can-kickers admit, “that makes some sense, in theory. But my previously-published writing has nothing to do with my current book! Won’t Millicent just laugh at it?”

Probably not, for precisely the reasons I mentioned above: those publications tell her that you already have an audience (albeit in a different field), that you can follow directions, that you can meet deadlines…

Need I go on?

Perhaps I do, because the question implies that the asker is unaware that many, many professional authors write in different genres. But think about it: if the Millicents of the world discounted journalists who had never written memoirs before, or nonfiction writers who have just produced their first novels, what would we prefer working with previously-published writers even mean, in practice? That they were only interested in reading work by those who already had a book out from a small press — or authors with larger presses already represented by other agents?

Okay, so that is indeed what some of them mean. But most of them are just looking for writers who have worked with an editor before, have an existing audience…

You know the tune by now, right? Keep humming it in the key of G.

I spot a few raised hands out there. “Back up a minute, Anne. What do you mean, many pros write in different book categories? Why on earth would they do that?”

Finances, usually. Most aspiring writers seem unaware of it, but it’s gotten pretty hard to make a living solely by being a novelist — or from a single book in any category, unless it sells awfully well. Even established novelists often supplement their incomes with other writing. Magazine articles, for instance, or nonfiction books. Book reviews. They might even develop another voice and write books in their own genre.

Which is why, in case you had been wondering, Millicent is going to want to hear about your educational degrees and certificates, even if they have nothing to do with the book you are querying. Or even your writing.

Yes, really. While an MFA certainly makes for some ECQLC (Eye-Catching Query Letter Candy), so does a master’s degree in anything else, especially to a Millicent whose boss happens to like nonfiction book proposals. While an exciting new novelist is, well, exciting for Millicent to discover, she knows how the business works: if that particular book category’s sales slow, a writer with an unrelated degree might well be able to write a book about something else.

If that argument doesn’t appeal to you, try this one on for size: in order to make it through most degree programs, somebody generally needs to be able to follow directions, met deadlines, etc. (See, I told you to keep humming.)

Or this: you never know whether Millicent or her boss shares an alma mater with you — it shouldn’t make a difference, of course, but occasionally, it does. Try not to think of it as nepotism. Think of it as the industry’s liking demonstrably smart people.

Is that a much-dented can I see hurtling in my general direction? “I’m totally confused, Anne,” an aspiring writer with remarkably good aim calls out. “You asking us to cram an awful lot of argument into just three or four lines of letter. Have you forgotten that this missive must be only a page long?”

No, I hadn’t, oh can-booter: you’re going to have to be brief.

And that, in case you’d been wondering, is why agents and editors who talk about platforms at conferences so often use celebrities as examples: the market appeal of their names may easily be described very tersely — not an insignificant advantage in a context where only a 1-page argument is permitted.

It takes only a couple of words to explain that an author had been a Monkee, after all.

The more visible one is, the higher one’s platform, generally speaking. Try not to get huffy about that: it’s purely a marketing reality, not a question of literary quality. (If you are puzzled about why Millicent might believe that already-existing fame might prove useful in moving some books, maybe you should get out more.)

Yet fame and platform are not synonymous, as many aspiring writers depress themselves by believing: fame is just one of the better-known ways to construct a platform. Another way is by establishing one’s credibility as the teller of a particular story.

Nonfiction book proposers have been expected to do this for quite some time, but it often doesn’t occur to novelists or even memoirists that their credibility might be a factor in how Millicent responds to their queries. Obviously, one’s 9 years as a marriage counselor would add credibility to one’s self-help book for couples experiencing problems sharing the medicine cabinet — so why wouldn’t that same experience add credibility to a memoir on the same subject, or even a novel?

Don’t believe me? Would it surprise you to learn that although my doctorate has absolutely nothing to do with the subject matter of my memoir, my agents mentioned it every time they pitched the book? Or the novel they pitched after it?

Why? For the same reason that any skilled lawyer would establish my credentials if I were called as a witness to a crime: my Ph.D. would might not render me a better observer of a hit-and-run accident, but it would tend to make the jury believe that I was a reasonable human being whose perceptions of reality could be trusted.

A personal platform is like a pitch for oneself, rather than one’s book. Whereas a pitch makes it plain to people in the industry why the book is marketable and to whom, the platform also demonstrates why people in the media might be interested in interviewing the author.

While your extensive background as a supermodel might not be relevant to your credibility if you have written the definitive book on weevils, for instance, it would most assuredly mean that you would be a welcome guest on TV shows. Perhaps not to talk about weevils, but hey, any publicity you can garner is bound to be good for book sales, right?

Which is yet another reason that celebrities enjoy a considerable advantage in marketing their books. Case in point, as gleaned from the original Publishers’ Marketplace announcement of this NF sale:

Jenna Bush’s ANA’S STORY: A Journey of Hope, based on her experiences working with UNICEF in Central America, focusing on a seventeen-year-old single mother who was orphaned at a young age and is living with HIV, with photographs by Mia Baxter, to Kate Jackson at Harper Children’s, for publication in fall 2007 (Harper says they’ll print about 500,000 copies), by Robert Barnett at Williams & Connolly (world). Her proceeds will go to UNICEF, where she is working as an intern.

Hands up, anyone who thinks that the phrase First Daughter appeared nowhere in the query for this book.

I haven’t read the book in question, but I find this listing a miracle of platform-raising, both for what it says and what it doesn’t say. Plenty of people write books based upon time living and working abroad, and a YA-aimed book of this sort is certainly a good idea. However, this is an unheard-of run for such a volume, so we must look elsewhere for an explanation of what made the publisher decide that this particular YA book is so very valuable: the author is, of course, the President’s daughter, presumably following in the well-worn footsteps of Amy Carter, the author of a YA book herself.

Amy Carter, however, was not summarily ejected from any major Latin American country for hardcore partying at any point in her long and colorful career, unlike Ms. Bush and her sister. (How much carousing would one have to do to be declared undesirable in Rio, one wonders?) Ms. Carter did occasionally turn up chained to South African embassies next to Abbie Hoffman during the bad old days of apartheid, though, if memory serves.

It just goes to show you: when you’re building a platform, any kind of fame is a selling point.

Some cans have started their forward motion again, haven’t they? “All that sounds great, Anne — for folks who happen to have previous publications, degrees, or presidents for fathers. All I have is 27 years volunteering in a hospice, which provided the inspiration for my novel, HOSPICE HA-HAS. What am I supposed to use for a platform?”

I may be going out on a limb here, but how about those 27 years of experience directly applicable to your book’s subject matter?

Again, it doesn’t matter whether you were paid or not — any experience that makes you an expert on your topic is worth including in your platform. Extensive interviews you’ve done on the subject, for instance, or years of reading. That summer you spent following the caribou herd.

Seeing where I’m going with this? At the risk of sounding like, well, pretty much anybody else who gives advice on platform: if you do not already have a platform that makes the case that you are an expert in your subject area, you can always go out and get some.

I’m quite serious about this — constructed platforms can be every bit as convincing ECQLC as publication-based ones. So why not spend the autumn making a wise time investment or two?

Think about it: if you’re writing about wild animals, what’s a better use of your time, sitting around for six months regretting that you don’t have a doctorate in zoology, or spending every other Saturday volunteering at your local zoo? I’m betting that Millicent is going to want to read the manuscript by the lady who fondles juvenile tigers in her spare time.

Or if your subject matter is not conducive to practical application, why not approach your local free paper with an article idea? Heck, with the current level of layoffs in journalism, you might try the local not-free paper, too — good unpaid labor is hard to come by.

You’re an expert in something, right?

If you’d rather not beard an editor face-to-face, the Internet is rife with writing opportunities. Fair warning, though: while technically, everything posted on the web is published, unless your blog is fortunate enough to garner an impressive number of hits on a regular basis (thanks again, readers!), Millicent is unlikely to regard a blog as a writing gig per se. If it’s going to impress her, it will be due to its potential as a promotional platform for your book and your understanding of the Internet, whose promotional potential the major publishing houses have been slow to exploit.

Conference goers, are those statements from the dais about how agents now expect to see some sort of writing credential in a query letter making more sense now? Or those comments that in the electronic age, publication credentials are easier to come by than ever? The folks who spout those sentiments almost certainly were not thinking only of books; they meant the kind of credential that a good writer with persistence can manage to get.

Think of it as DIY ECQLC.

Ready to stop abusing that can yet? No? “Okay, Anne,” some impatient souls say, “I can see where this would be very good advice for a writer who was halfway through her first novel, or even someone who is still a few months away from being ready to query. But I’ve been querying my book for a few years now — perhaps not many agents at a time, but I’ve been persistent. As much as I would love to take a season or two off to build up some ECQLC, I barely have time to get out one individualized query a month and still write. Any advice for me, something that I can apply to my already-existing query letter to beef up my platform paragraph?”

This kind of question drives those of us who teach querying nuts, just so you know; asking something like it is not typically a particularly good way to become teacher’s pet in a conference seminar. Basically, my straw man is saying, “I’m not willing to put in the time to follow the advice you’ve already given — how may I get the same results with less work?”

Shame on you, straw man. Go ask the wizard to give you some brains.

But I have to say, I understand our stuffed friend’s frustration: good writers who have not yet cracked the query code often send out letters for years without landing an agent. So I’m going to go ahead and answer the question — in boldface, no less.

The quickest way to upgrade a manuscript’s apparent marketability in Millicent’s eyes is to add statistics to the platform paragraph, demonstrating that your target market is larger than she might think. For this tactic to work, though, you’re going to have to make the case that the target market you identify is likely to be interested in your book.

Again, this is old hat to anyone who has ever written a nonfiction book proposal, yet it often seems to come as a shock to novelists and memoirists that the market appeal of their manuscripts is not self-evident. The single best thing you can do for your querying prospects is to assume that it isn’t.

Why? Well, among other things, it may prompt you to do a spot of market research. Who is your target reader, and why does s/he need your book? Not in general terms, but specifically: what in particular will appeal to him or her? What will she learn? Why will she enjoy it?

Yes, yes: that beautifully-written descriptive paragraph that presents your premise or argument intriguingly will go a long way toward answering that last question, but a well-argued platform paragraph can only bolster the book’s appeal. Don’t go overboard and claim that everyone in the continental U.S. will rush out and buy your book; instead, give a couple of interesting (and truthful) selling points that would render your book attractive to your target reader.

Again, why? Well, I hate to be the one to break it to you, but if Millicent gets to the end of your query letter and doesn’t still doesn’t know what your manuscript’s appeal to an already-established market is, she is very, very unlikely to ask to see the manuscript.

Yes, even if the query itself is very well written. Remember, she’s on the business side of the business; you’re on the artistic side.

No cans seem to be flying at my head this time, but I do spot a few raised hands. “But Anne, I’m worried that the writing credentials I have don’t really count. I’ve heard, for instance, that mentioning fan fiction just makes Millicent chuckle. And I’m not the only one, judging by Janet’s parenthetical observation about not having ‘won or published anything (that’s not fan fiction).’ Aren’t you being, you know, insanely optimistic?”

Not really. A publication is a publication, whether it is fan fiction or not: if someone else decided whether to put your writing in print or online, it’s technically published, and thus a perfectly legitimate credential. The pervasive rumor that fan fiction credentials don’t count does have some basis in fact, though — as writing credentials go, they are taken less seriously than print pieces, but that doesn’t mean that they don’t count at all.

So why is the caution almost invariably phrased as fan fiction and web credentials don’t count? Because like so many of the soi-disant Thou Shalt Not Do This in a Query rules floating around out there, the nuances of the true situation have fallen out of the advice as it has passed from mouth to mouth. In the usual style of rumor-based fact-checking, what almost nobody goes on to mention is that just because it’s not the best writing credential doesn’t mean it’s completely worthless.

Especially if you happen to write in that genre. If you write fan fiction in your chosen book category, you’re obviously familiar with its storylines, conventions, and current market, right?

Millicent may not be as impressed by that proof of professional preparedness, but that doesn’t mean she will ignore it altogether. Besides, having something publishing-related to put in the platform paragraph always beats having only non-writing credentials there.

“Okay, Anne,” some ECQLC-seekers murmur wearily, “I can understand how each of these types of platform planks might appeal to Millicent. But heavens, woman, make up your mind! You’ve told us to put two very different things in a single paragraph: a statement of our credentials, up to and including our possibly irrelevant academic degrees and any years we might have spent on television, AND an argument for why the book is marketable, complete with supporting statistics. Can’t I just pick one and be done with it?”

You could — and should, if that’s the best way to produce an intriguing, brief platform. However, for most aspiring writers, a composite paragraph (or even two, if they’re short) pulling from several different types of selling point makes the most credible case.

Is your brain buzzing like a beehive, awash in the multiplicity of options? If not, don’t panic — in my next post (roughly 6 pm PST, wakefulness permitting), I shall be churning out one of my patented lists in order to kick-start your brainstorming. Keep up the good work!

Querypalooza, part XIII: showing off your qualifications (over and above the obvious)

damn-yankees

“A little brains, a little talent — with an emphasis on the latter.”

Last time, we embarked upon an in-depth discussion of that most-dreaded part of a good query letter, from most aspiring writers’ point of view: the section known as the platform paragraph. Why dreaded? Because the overwhelming majority of mistakenly hear a professional request for their book’s credentials as, “You have to prove to us that we should take you seriously as a writer, oh unpublished one, before we will deign to read your work.” Or as, “We only want to know this because we’re not interested in writers who don’t already have arm-length lists of published books.” Or even, “Who the heck do you think you are, believing you should write a book at all?”

Naturally, writers querying with their first manuscripts would find such expectations threatening. But if you have few or no previous publications, awards, writing degrees, etc. to your credit, do not panic, even for an instant. All of these are legitimate selling points for most books, there are plenty of other possible selling points for your manuscript.

How do I know that? Because the fine folks who work in agencies don’t actually expect the platform paragraph to answer any of the questions above. What questions do they want you to answer? “Why are you uniquely qualified to write this book, tell this story, and/or make this particular argument?”

Substantially less stressful to think of it that way, isn’t it?

Try not to get too bogged down in worrying about the standard prestige points. Today, we shall be going through a long list of potential selling points for your book. Pretty much everyone should be able to recognize at least a couple of possibilities that might fit the bill.

But I’m not going to be doing all of the work here. Dig out your trusty pad and pencil; you’re going to be coming up with a list of your book’s selling points.

And I’m not talking about mere vague assertions about why an editor at a publishing house would find your manuscript an excellent example of its species of book — that much is assumed, right? — but reasons that an actual real-world book customer might want to pluck that book from a shelf at Barnes & Noble and carry it up to the cash register. It may seem like a pain to generate such a list before you query, but believe me, it is hundreds of times easier to land an agent for a book if YOU know why readers will want to buy it.

Trust me, “But I spent three years writing it!” is not a reason that is going to fly very well with anyone in the publishing industry. Nor is the astonishingly common, “But I want to get published so much!”

Why won’t these excuses fly? Well, pretty much everyone who queries has expended scads of time, energy, and heart’s blood on his book. Contrary to what practically every movie involving a sports competition has implicitly told you, a writer’s wanting to win more than one’s competitors is not going to impress the people making decisions about who does and doesn’t get published.

I’m bringing this up advisedly. Sad to report, a disproportionately high percentage of queriers make the serious marketing mistake of giving into the impulse to talk about how HARD it was to write this particular book, how many agents have rejected it, at how many conferences they’ve pitched it, etc.

First-time pitchers are even more likely to tumble down this rabbit hole, alas. The more disastrously a pitch meeting is going, the more furiously many pitchers will insist, often with hot tears trembling in their eyes, that this book represents their life’s blood, and so — the implication runs — only the coldest-hearted of monsters would refuse them Their Big Chance. (For some extended examples of this particular species of pitching debacle, please see my earlier post on the subject.)

Sometimes, pitchers will get so carried away with the passion of describing their suffering that they will forget to pitch the book at all. (Yes, really.) And then they’re surprised when their outburst has precisely the opposite effect of what they intended: rather than sweeping the agent or editor off her feet by their intense love for this manuscript, all they’ve achieved is to convince the pro that these writers have a heck of a lot to learn how and why books get published.

In other words: “Next!”

Why is this an instant-rejection offense? Well, I hate to be the one to break it to these self-revealers, but this is not the way to gain an agency screener’s sympathy, or even her attention. In fact, such emotional outbursts are a waste of Millicent’s time.

Why? Well, you tell me: what, if anything, in a litany of complaints about how the publishing industry works, however well-justified, tells Millicent one single thing about the book being queried.

I’ll answer that one for you: nothing. But it does give her some indication of whether the querier has done any homework about how agencies work, or how books get published.

A writer who melts down the first time he has to talk about his book in a professional context generally sets off flashing neon lights in an agent’s mind: this client will be a heck of a lot of work. Once that thought is triggered, a pitch would have to be awfully good to wipe out that initial impression of time-consuming hyper-emotionalism.

The same holds true, of course, for queries. Sadly, queriers who play the emotion card often believe that it’s the best way to make a good impression. Rather than basing their pitch on their books’ legitimate selling points, they fall prey to what I like to call the Great Little League Fantasy: the philosophy so beloved of amateur coaches and those who make movies about them that decrees that all that’s necessary to win in an competitive situation is to believe in oneself.

Or one’s team. Or one’s horse in the Grand National, one’s car in the Big Race, or one’s case before the Supreme Court. You’ve gotta have heart, we’re all urged to believe, miles and miles and miles of heart.

Given the pervasiveness of this dubious philosophy, you can hardly blame the writers who embrace it. They believe, apparently, that querying (or pitching) is all about demonstrating just how much their hearts are in their work. Yet as charming as that may be (or pathetic, depending upon the number of teardrops staining the letter), this approach typically does not work. In fact, what it generally produces is profound embarrassment in both listener and pitcher.

Which is why, counterintuitively, figuring out who will want to read your book and why IS partially about heart: preventing yours from getting broken into 17 million pieces while trying to find a home for your work.

Aspiring writers’ hearts are notoriously brittle. Why else would anyone query only once, or twice, or a small handful of times, then give up altogether, assuming (wrongly) that if his book were really meant to get published, it would have been snapped up instantly?

The common misconception that good writing will inevitably and immediately attract an agent, regardless of how unprofessionally it is presented, can be even more damaging at query-writing time: when believers in the Agent-Matching Fairy sit down to write their queries, they often become depressed at the very notion of having to make the case that their manuscripts are worth reading. Frequently, these poor souls mistake the need to market their books for critique, hearing the fairly straightforward question, “So, why would someone want to read this book?” as “Why on earth would ANYONE want to read YOUR book? It hasn’t a prayer!”

Faced with what they perceive to be scathing criticism, many writers shrink away from this perfectly reasonable question. So much so that they become positively terrified of querying at all. “They’re all so mean,” such writers say, firmly keeping their work out of the public eye. “It’s just not worth it.”

This response makes me sad, because the only book that hasn’t a prayer of being published is the one that sits in a drawer, unqueried. There are niche markets for practically every taste, after all.

Did that little diatribe fill you with heart, miles and miles and miles of heart? Good. Let’s start generating your list of selling points.

Before I start making suggestions, let’s be clear on what you’re going to want on your list. A selling point should SHOW (not tell) why you are the best person to write this book, what about your book is likely to appeal to readers in your target market, and/or that the intended audience is larger (and, ideally, more interested in your subject matter) than Millicent might have been aware. To be most effective, you won’t want to make these arguments in a general, “Well, I think a lot of readers will like it,” sort of way, but by citing specific, fact-based REASONS that they will clamor to read it.

Preferably backed by the kind of verifiable statistics we discussed last time. Include any fact that will tend to boost confidence in your ability to write and market this book successfully — and that includes references to major bestsellers on similar topics, to show that there is already public interest in your subject matter.

Why? Because it will make your query look professional — and, I must say it, better than the 17 queries Millicent has already seen today that did not talk about their books in marketing terms. Not to mention that dear, pitiful person who whose entire query was devoted to how frustrating it is to try to find an agent for a cozy mystery these days.

Don’t skimp on the brainstorming stage; the more solid reasons you can give for believing that your book concept is marketable, the stronger your platform paragraph will be. Think about it: no agent is going to ask to see a manuscript purely because its author says it is well-written, any more than our old pal Millicent the agency screener would respond to a query that mentioned the author’s mother thought the book was the best thing she had ever read with a phone call demanding that the author overnight the whole thing to her.

“Good enough for your mom? Then it’s good enough for me!” is not, alas, a common sentiment in the industry. (But don’t tell Mom; she’ll be so disappointed.)

So on your marks, get set, go: why are you the best person in the universe to tell this story or make this argument, and why will people who are already buying books like yours want to read it?

Other than, obviously, the great beauty of the writing. Because absolutely the only way to demonstrate that to Millicent is by getting her to read your manuscript, right?

I already hear all of you literary fiction writers out there groaning — and we come to a stop again. “But Anne,” you protest in dulcet tones, “you astonish me. Surely, if any book category should be exempt from being marketed on anything but the beauty of the writing, it’s mine. I always thought that the primary benefit of writing fiction was that I wouldn’t ever have to sully my art with sordid marketing concerns. Yes, aspiring nonfiction writers have to produce book proposals, and thus are forced to brainstorm about marketing, but until fairly recently, fiction writers could concentrate on storytelling, craft, and, of course, lovely writing. I’ve been nervously watching as more and more, genre fiction writers are being expected to market their own work, but gosh darn it, I write for a relatively tiny target audience deeply devoted to beautiful writing. Please, please tell me that I can just leave the platform paragraph out of my query, and thus don’t have to let you drag me kicking and screaming toward the list below!”

Wow. Hadn’t I mentioned that emotional outbursts aren’t adequate substitutes for well-reasoned selling points?

Seriously, literary novelists, I think you’re missing the point here. No Millicent can possibly be bowled over by the beauty of your writing unless she reads it. And she will only read it if she is impressed by your query.

There’s just no way around that. So it behooves you not only to craft your descriptive paragraph to be as lyrical and moving as humanly possible, but also to use your platform paragraph to make your book sound different — and easier to market — than all of the other literary fiction books Millicent will see queried that day. It will cause your query to jump out of the stack at her: your tribe’s collective reluctance toward thinking about marketing virtually guarantees that if you do it well, your query will shine out as preeminently professional.

In other words: no, I shan’t absolve you of writing a platform paragraph. It’s just too likely to help you.

Where should a literary fiction writer start in coming up with selling points? Precisely where every other writer does: the subject matter. As I’ve said before and will doubtless say again, even the most abstruse literary fiction is about something other than just the writing. So ask yourself: why will the subject matter appeal to readers? How large is the book’s target demographic?

Or, if you prefer to put it in highbrow terms: if you were the publicity person assigned to promote the book, what would you tell the producer of an NPR show in order to convince him to book the author?

For fiction, the subject matter you choose as the focus of your platform paragraph need not be the central issue of the book, by the way. Even if your novel is about post-apocalyptic government restructuring, if a major character is the gardener charged with replanting the White House’s Rose Garden in newly-toxic soil, and you’ve been a landscaper for a decade, that’s relevant. (It informed what you chose to have that character plant, didn’t it?)

Some prompts to get you — and everybody else — brainstorming. Some effective selling points include…

(1) Experience that would tend to bolster your claim to be an expert on the subject matter of your book.
This is the crux of most nonfiction platforms, of course, but it’s worth considering for fiction, too. If you have spent years on activities relating to your topic, that is definitely a selling point. Some possible examples:

Marcello Mastroianni has been a student of Zen Buddhism for thirty-seven years, and brings a wealth of meditative experience to this book.

Clark Gable has been Atlanta’s leading florist for fifteen years, and is famous state-wide for his Scarlett O’Hara wedding bouquets.

Tammy Faye Baker originally came to public attention by performing in a show featuring sock puppets, so she is well identified in the public mind with puppetry.

(Actually, I think this last one is at least partially true. But I should probably state up front that otherwise, my examples will have no existence outside my pretty little head, and should accordingly remain unquoted forever after.)

(2) Educational credentials.
Another favorite from the platform hit parade. Even if your degrees do not relate directly to your topic, any degrees (earned or honorary), certificates, or years of study add to your credibility.

Yes, even if you are a novelist: a demonstrated ability to fulfill the requirements of an academic program is, from an agent or editor’s point of view, a pretty clear indicator that you can follow complex sets of directions. (Believe me, the usefulness of a writer’s ability to follow directions well will become abundantly apparent before the ink is dry on the agency contract: deadlines are often too tight for multiple drafts.) Some possible examples:

Audrey Hepburn holds an earned doctorate in particle physics from the University of Bonn, and thus is eminently qualified to write on atomic bombs.

Charlton Heston was granted an honorary degree in criminology from the University of Texas, in recognition of his important work in furthering gun usage.

Jane Russell completed a certificate program in neurosurgery at Bellevue Community College, and thus is well equipped to field questions on the subject.

(3) Honors.
If you have been recognized for your work (or volunteer efforts), this is the time to mention it. Finalist in a major contest, in this or any other year, anybody?

And it need not be recognition for your writing, either: the point here is to demonstrate that there are people (translation for Millicent: potential book-buyers) who already have positive associations with your name. Some possible examples:

Myrna Loy was named Teacher of the Year four years running by the schools of Peoria, Kansas.

Keanu Reeves won the Nobel Prize in Chemistry in 1990 for his research on THE MATRIX.

Fatty Arbuckle was named Citizen of the Year of Fairbanks, Alaska. As a result, newspapers in Fairbanks are demonstrably eager to run articles on his work.

(4) Your former publications and public speaking experience.
Yes, yes, I know: I spent most of this morning’s post convincing you that you needn’t despair if you had no previous publications. That doesn’t mean that I’m not going to urge those who do to bring them up in the platform paragraph — are you crazy? Millicent has a reverence for the published word the borders on the devout.

So if you have any previous publication whatsoever, list it, EVEN IF IT IS OFF-TOPIC. If your last book in another genre sold well, or if you were affiliated somehow with a book that sold well, mention it.

And please, don’t fall into the trap of thinking that only fiction credentials count if you’re pushing a novel, or that your published short story won’t help you get your memoir past Millicent: a publication is a publication is a publication. Some editor took a chance on you; Millie needs to know that in order to assess your query properly.

If you have ever done any public speaking, mention it, too: it makes you a better bet for book signings and interviews. If you have done a public reading of your work, definitely mention it, because very few first-time authors have any public reading experience at all.

Some possible examples:

Diana Ross writes a regular column on hair care for Sassy magazine.

Twiggy has published over 120 articles on a variety of topics, ranging from deforestation to the rise of hemlines.

Marcel Marceau has a wealth of public speaking experience. His lecture series, “Speak Up!” has drawn crowds for years on eight continents.

I’m going to hold off on the rest of the list until tomorrow morning, to give everyone a chance to digest both this and this morning’s gargantuan post before we move on. Get good sleep, everyone, and keep up the good work!

Querypalooza XI: making your book sound like a real page-turner

How was the first workday after the long weekend, campers? Dragging a bit today?

If it’s any consolation, Millicent the agency screener probably is, too. Imagine walking into your office after a lovely Labor Day holiday (or, in many agency offices, an even more lovely multi-week break) to discover your desk has totally disappeared under the backlog of incoming queries and submissions? Or that your e-mail inbox is crammed so full that if you are going to do anything else over the next few days, you’ll have to be doing nothing but hitting the DELETE key constantly for hours on end?

(Confidential to the three readers who started as Millicents today: congratulations on the new gig! But I wasn’t kidding about the volume of work, was I?)

I hope you’ve been whipping those manuscripts into shape for submission, because this week, I’m going to be wrapping up my ongoing series on writing a compelling query letter. In fact, I anticipate polishing off the infamous troubleshooting checklist today. I’m going to be tackling a few readers’ questions on the subject later in the week, so now would be a great time to leave a comment with any lingering concerns on the subject that might be troubling your mind in the dead of night.

Hey, it happens. Writers have magnificently creative minds, gifted at creating angst. Speaking of which, after Querypalooza, it’s right back to close textual analysis, self-editing, and more of those fascinating winners of the Author! Author!/WHISPER Great First Page Made Even Better Contest.

Speaking of fascinating prose presented well (a clumsy segue, but hey, it was an awfully long weekend chez Mini), the last batch of questions focus upon conveying that your book is INTERESTING, in addition to being marketable in the current literary market. Contrary to what most aspiring writers seem to think, it’s not necessarily self-evident in a plot description for an interesting book how or why it is interesting. Or exciting. Or even vaguely original.

Blessed are the Millicents, for they shall be plowing through it all.

Of course, some of those queries must be for books that are neither interesting, exciting, or original in any way, but you’d be astonished at how many query letters for genuinely interesting books fail to make them sound even remotely so. (At least, I hope you would.) It’s as though half the aspiring writers out there believe that the mere fact of having completed the manuscript is in itself a merit badge of fascination.

Just not true, I’m afraid; the ability to produce complete manuscripts is the beginning of the professional writer’s job description, not the end. Truth be known, an astonishingly high percentage of the query letters that fall onto agents’ desks make the books sound dull as the proverbial dishwater.

Which, I hasten to add, isn’t necessarily a reflection upon the book being queried at all. It is, however, a damning indictment of the effectiveness of the query letter.

Some of you are already annoyed, aren’t you? “But Anne,” a few purists protest, “I’m a NOVELIST/MEMOIRIST/NARRATIVE NONFICTION WRITER, not an ad copywriter. If everything I had to say could be summarized in a single-page letter, I wouldn’t have much material for a 400-page book, now would I? Surely Millicent the agency screener must be aware of that — and if she isn’t, why doesn’t she have the intellectual curiosity/open-mindedness/common decency to take a gander at my manuscript before deciding that it and I are dull, rather than leaping instantly at that conclusion?”

The short answer: time.

The long answer: our Millie has a heck of a lot of queries to plow through on any given day. (See earlier expression of sympathy for the newbies’ eyestrain.) Since her boss agent could not possibly read every manuscript queried, it’s her job to weed out the ones that don’t seem like good fits, are not well written, are not likely to do well in the current market — and yes, the dull ones.

Darned right, that requires a snap judgment, and certainly a subjective one. A Millicent who bores easily tends to be very, very good at her job — which, lest we forget, primarily involves rejecting aspiring writers.

Still seem unfair? Think about that massive pile of queries on her desk for a moment: the authors of every single one of those find their own books fascinating, too, but that’s not enough to intrigue our favorite agency screener. To be the one query out of a hundred for which she will request pages (a more generous proportion of acceptance to rejection than most, incidentally), the letter is going to have to make HER believe that the book is fascinating.

Which is a pretty tall order — and virtually impossible when a writer forgets that the query is a writing sample, just as much as the manuscript is. Long-time readers of this blog, please open your hymnals and sing along:

broken-recordRealistically, every English sentence a writer looking to sell a book places under an agent or editor’s nose is a writing sample: the query, the synopsis, the bio, the book proposal. Every paragraph is yet another opportunity to show these people that you can write.

Not to mention demonstrating that your book — and you — are interesting enough for them to want to be embroiled with for the next couple of years.

Again, this is where adhering to a pre-set formula for query letter perfection can really harm a manuscript’s chances. By definition, cooking-mix prototypes are generic; you really don’t want to add your title to one of the many templates out there and stir.

It’s conducive to boredom, amongst other drawbacks. Instead, you will want to use every ounce of writing skill to make that agency screener forget that you are hitting the basic points that a solid, professional query letter hits.

Yes, cramming all of that info into a page is an annoying exercise — your job is to make it look easy. Not entirely coincidentally, the next couple of items on the query checklist speak to these very issues.

(30) Is my query letter 100% free of clichés?
In a manuscript, the desirability of steering clear of the hackneyed and well-worn is self-evident — or should be — the goal here, after all, is to convince an agent or editor that the manuscript is original; by definition, clichés have been done before.

Yet clichés turn up with surprising frequency in query letters, synopses, and even author bios.

There are some pretty good reasons for that, actually: generalities are the next-door neighbors of clichés, and anybody who has ever had any contact with marketing copy, particularly for movies, might easily fall into the mistaken belief that using the usual shorthand (boy meets girl, doctor who can’t heal himself, protagonist in high-risk job who cannot commit, etc.) is just the way that creative people talk about their projects amongst themselves.

It isn’t. So don’t. Use the space instead to make her exclaim, “Wow, I’ve never seen that before.”

How? Remember what I was saying earlier in this series about wowing Millicent with amazing details? That’s the best cure for the common cliché.

The other way that clichés often creep into queries and synopses is when writers invoke stereotypes, either as shorthand (that descriptive paragraph can’t be very long, after all) or in an attempt to put a spin on a hackneyed concept.

News flash: the first almost never works, especially for fiction.

If you’re wondering why, please see my earlier comment about how the industry wants to see YOUR ideas, not the common wisdom.

The second is just hard to pull off in a short piece of writing, for much the same reason that experimental spellings, innovative sentence structures, and imaginative punctuation tend not to lend magic to a writing sample. (Unfortunately for writers of cutting-edge literary fiction.) To a professional eye seeing any given writer’s work for the first time, it’s pretty hard to tell what is a deliberate play upon language and what is simply evidence that the submitter did not pay very close attention in English class.

Similarly, on a quick read of a short sample, it can be pretty hard to tell the difference between a reference to a tired old concept like:

She’s a ditsy cheerleader who dominates her school, but learns the true meaning of caring through participation in competitive sport

and a subtle subversive twist on a well-worn concept:

She’s a ditsy cheerleader, apparently, but in reality, she’s young-looking nuclear physicist acting a role so she can infiltrate the local high school to ferret out the science teacher bent upon world domination.

I don’t mean to shock anyone, but it’s just a fact that skimmers will often read only the beginnings of sentences. And since both descriptions begin with she’s a ditsy cheerleader

Getting the picture?

Save the subtle social criticism for the manuscript; in your query letter and synopsis, stick to specifics, and avoid stereotypes like the proverbial plague. Cut anything that has even the remotest chance of being mistaken for a cliché.

(31) Is my query letter free of catchphrases?
Sometimes, writers will include hackneyed phrases in an effort to be hip — notoriously common in older writers’ queries for books aimed at the YA or twentysomething market, incidentally. However, there can be a fine line between a hip riff on the zeitgeist and a cliché, and few human creations age faster than last year’s catchphrase.

And nothing signals an older writer faster to Millicent than a teenage character who rolls her eyes, pouts, habitually slams doors, and/or quotes the latest catchphrase every 42 seconds at the dinner table. Certainly if he does it in the summary paragraph of a query letter.

Yes, some teenagers have been known to do all of these things in real life; Millicent’s seen it, too. Telling her again is just going to bore her.

When in doubt, leave it out, as my alcoholic high school expository writing teacher used to hiccup into my cringing adolescent ear.

Why? Well, many people in the publishing industry have a hatred of clichés that sometimes borders on the pathological. “I want to see THIS writer’s words,” some have been known to pout, “not somebody else’s.”

Don’t tempt these people — they already have itchy rejection-trigger fingers.

(32) Is my query letter free of jargon?
Not all boredom springs from predictability,: sometimes, it’s born of confusion. A common source of the latter: the over-use of technical terms in a query letter.

Predictably, jargon pops up all the time in nonfiction queries and proposals, especially for manuscripts on technical subjects: how better to impress Millicent with one’s expertise, the expert thinks, than by rattling off a bunch of terms a layperson couldn’t possibly understand?

I can think of a better way: by presenting one’s credentials professionally — and by explaining complex concepts in terms that even someone totally unfamiliar with the subject matter will understand.

Remember, even if Millicent works for an agent who happens to specialize in your type of nonfiction book, she’s almost certainly not a specialist in your area. Nor is her boss — or, in all probability, the editor. For marketing purposes, it’s safest to assume that they were all English majors, and choose your words accordingly.

Novelists also tend to use jargon quite a bit in their queries, especially if their protagonists are doctors, lawyers, physicists like our cheerleader friend, or members of another legitimately jargon-ridden profession. These writers believe, not entirely without cause, that incorporating jargon will not only make these characters sound credible (“But they really sound that way!”), but will make the writers themselves sound as though they know what they’re talking about.

Laudable goals, both — but if Millicent can’t understand what either is saying, this strategy is not going to work. (The same holds true with contest judges, by the way.)

Remember, one of the things any successful query needs to demonstrate is that the sender can write; since jargon is by definition shorthand, it tends to be a substitute for evocative descriptions.

Wow Millicent with your vivid descriptions — in layman’s terms. Speaking of writing talent…

(33) Does the sentence structure vary enough to show off my writing talent?
Writers tend not to think about sentence structure much in this context, but remember, Millicent is reading a whole lot of these missives in a row. The fact that your garden-variety query letter is stuffed to the brim with simple declarative sentences — or with four-line beauties with two semicolons in each — is bound to make those queries start to blur together after a while. Take a peek at this fairly typical gem:

I have written a book called Straightforward Metaphors. I hope it will interest you. It is about two sailors who go to sea. They get wet.

Sorry, writer-who-loves-simplicity, but THE OLD MAN AND THE SEA has already been done. There’s a reason that book is taught to 15-year-olds: the sentence structure is definitely YA, and thus probably not reflective of the narrative voice in this particular narrative. Despite the current popularity and burgeoning innovation of the YA market, using YA language is not the best way to pitch adult fiction.

Too-simple sentence structures are not the only reason Millicent might draw unflattering conclusions about a writer’s skill level from a query letter — far more common reason is poor grammar and spelling. However, even subtle structural repetition can set off some red flags, as in this example.

I have written a novel, Straightforward Metaphors, and I hope you will be interested in representing it. Two sailors put to sea, and they find their clothing all wet in record time. They toss their uniforms into the ocean, and their captain sees them dancing about the deck in their very non-regulation underwear. Hilarity ensues, and a court-martial has never been funnier.

Did you catch the problem? As I have argued about narrative writing, it’s tiring for a reader to scan the same sentence structures back-to-back, line after line.

Mixing it up a little is a relatively painless way to make your writing seem more sophisticated and lively without altering meaning. After all, that single-page letter is your big chance to wow Millicent with your writing acumen.

(34) Have I avoided the passive voice altogether in my query letter?
Eschewing the passive voice in every piece of writing you submit to an agency or a publishing house is an excellent idea because — not to put too fine a point on it…

broken-recordPretty much every professional reader is specifically trained to regard the passive voice as inherently poor writing, by definition. At minimum, it’s less vibrant than more direct and active sentences. If you want to impress a pro with the quality of your writing, you should avoid the passive voice as much as possible.

Have you been left in doubt by me as to why? (Yes, well might that sentence make you cringe, campers. It is incumbent upon me as your writing teacher to be brutal in my application of the passive voice in this example.) It is designed to avoid mention of who is actually doing what in a sentence. It makes it look as though things are making themselves happen, rather than things being done by protagonists. Characters seem to be acted-upon, rather than acting. The plethora of subordinate clauses to which writers fond of this indirect style appear constitutionally drawn to as if they were being pulled by a giant magnet is bound to result in sentences to which there appears to be no end. There are even instances where so many passive-voiced sentences appear in a row that it becomes quite confusing for the reader of the page in front of him to be impressed with a clear view of what is happening in the story.

Had enough of that reader-abusing structure? Millicent has — and frankly, so have I. After years of yanking such sentences out of query letters, synopses, and manuscripts, I actually found it mentally painful to construct that last paragraph.

Because the literary disdain for the passive voice is so close to universal, most of you probably already take active steps to avoid using it in your manuscripts, but surprisingly few queriers seem to realize that the norms of good writing apply to query letters as well. In a way, that’s understandable: when a writer is in the throes of trying to sum up the appeal of a 400-page book in the space of a single paragraph (or a 3-5 page synopsis, even), it can be awfully tempting to trim some space by letting the sentence structure imply that actions happened entirely of their own accord.

So instead of Harold’s teacher went around the room, rapping the students who had received grades of B- or lower over their quivering knuckles with a ruler, many queries will opt for The students who had received grades of B- or lower got their knuckles rapped, or even after receiving a C, Harold found himself with rapped knuckles, as if ruler-wielding cherubim descended from the heavens and did the rapping without human intervention of any kind.

And the Millicents of this world roll their eyes, just like the teenage characters in so many novel submissions.

There’s another, subtler reason to avoid the passive voice in queries and synopses. On an almost subliminal level, the passive voice tends to imply that your protagonist is being acted-upon, rather than being the primary actor in an exciting drama. Which conveniently brings us to…

(35) Does my descriptive paragraph make my protagonist come across as the primary actor in an exciting drama? Or simply a character acted-upon by forces swirling around her?
As I have pointed out before, agents and editors see a LOT of novel submissions featuring passive protagonists, stories about characters who stand around, observing up a storm, being buffeted about by the plot.

We’ve all read stories like this, right? The lead watches the nasty clique rule the school, silently resenting their behavior until the magic day that the newly-transferred halfback notices her; the amateur detective goes to the prime suspect’s house and instead of asking probing questions, just waits to see what will happen. The shy couple is madly in love, but neither will make a move for 78 pages — until that hurricane forces them to share the same cramped basement.

I’ve ranted at length in the past (for evidence of same, see the PURGING PROTAGONIST PASSIVITY category, right) about why first novels with passive protagonists tend to be harder to sell than ones with strong actors. My point at the moment is that in the course of trying to summarize a complex premise, many queriers present their protagonists as mere pawns buffeted about by forces beyond their control, rather than interesting people in interesting situations. Particularly, I’ve noticed, if those protagonists happen to be female.

So can you really blame Millicent for drawing the conclusion that the protagonists in these books are passive, when these queries present her as so?

Yes, it’s unfair to leap to conclusions about an entire book’s writing choices based upon only a paragraph’s worth of summary. But lest we forget, that exercising that particular bit of unfairness forms a crucial part of Millicent’s job description.

Don’t risk it. It’s not enough for your protagonist to be the heroine of her own story; your query has to make her sound like the heroine.

(36) For fiction and memoir, does my query (particularly the descriptive paragraph) make the stakes seem high enough for my protagonist that readers will care about the outcome? Does the conflict come across as both plausible and compelling? For other nonfiction, have I made the problem or issue I’m addressing appear important?
There’s a truism in editing: if a dialogue scene is dragging, raise the stakes for one of the speakers. The more the characters care about the outcome of a conflict, the easier it will be for the reader to care, too. By the same token, a fine revision tactic for keeping the reader turning nonfiction pages is to make a strong and continual case for why the subject matter of the book is vital — to the individual reader, to the society, to the world.

The same principle holds true for queries: if Millicent understands what a protagonist stands to gain or lose from confronting a clearly-defined problem, she’s more likely to find the story compelling. Similarly, if the query makes it pellucidly clear why she should care about its central question — and, more importantly, why readers in the target audience should care — the argument is more likely to grab her.

Or, to cast it in #35 terms: it’s not enough to impress upon reader over the course of for your manuscript or book proposal that your subject matter, characters, and/or situation is gripping enough to justify reading an entire book about it; your query has to make it sound gripping, too.

Memoir queries are especially prone to underselling the importance of what’s at stake for the protagonist. After all, from the memoirist’s perspective (and frequently for writers of autobiographical fiction as well), the primary significance of the story may well be that (a) it’s a true story, and (b) it happened to the writer. Shouldn’t the very truth of the story, combined with the single person most able to give an inside perspective, be enough to captivate readers?

That’s certainly an understandable point of view, from a writerly perspective, but from a professional viewpoint, the answer is usually no. No one buys a non-celebrity memoir simply because the events described in it happened to the author; there are far, far too many truthful memoirs out there for that to be the sole criterion for book buyers. Readers always weigh other factors into their choice of book.

So does Millicent in evaluating a query to decide whether she should request pages. Just as it’s the writer’s job to construct a manuscript or book proposal’s narrative to render the story compelling not just for herself, it’s incumbent upon the querying memoirist to give a screener plenty of reason to say, “Wow, this sounds not only like the narrator is an interesting person in an interesting situation — the conflict he faces comes across as one that will fascinate many readers in the already well-saturated memoir market.”

Yes, her thoughts really are that prolix. Our Millie is a complex reasoner.

Obviously, you don’t want to go overboard in making your case for your story or argument’s importance: implying that resolving leaf droppage on neighbors’ yards is the single most important factor in attaining world peace is only going to provoke peals of laughter from Millicent. The line between conveying importance and self-importance can be distressingly thin.

That’s the beauty of raising the stakes: ideally, you won’t have to make positive statements about the importance of your subject matter at all, at least for fiction. (For nonfiction, go ahead and explain why the world should care.) Your sterling description of the dynamic tension in the narrative will allow the reader to draw his own conclusion. You’re just leading him toward the conclusion you wish him to draw.

(37) Is my query letter in correspondence format, with indented paragraphs?
Yes, yes, I know: I brought this up in question #1, but enough queries get rejected every year on this basis alone that I couldn’t resist an end-of-list reminder. Ahem:

broken-recordFor a paper query, it’s absolutely imperative that the paragraphs are indented. No exceptions. Business format is simply inappropriate for a query letter.

(38) Does my query letter read as though I have a personality?
I like to save this question for last, since it so frequently seems to come as a surprise to writers who have done their homework, the ones who have studied guides and attended workshops on how to craft the perfect query letter.

Personality?” they cry, incredulous and sometimes even offended at the very thought. “A query letter isn’t about personality; it’s about saying exactly what the agent wants to hear about my book, isn’t it?”

I beg to differ. A cookie-cutter query is like the man without a face we were discussing last night: he may dress well, but you’re not going to be able to describe him five minutes after he walks out of the room.

The fact is, the various flavors of perfect query are pervasive enough that a relatively diligent agency screener will be familiar with them all inside of a week. In the midst of all of that repetition, a textbook-perfect letter can come across as, well, unimaginative.

In a situation where you are pitching your imagination and perceptiveness, is this the best impression you could possibly make?

Your query letter should sound like you at your very best: literate, polished, and unique. You need to sound professional, of course, but if you’re a funny person, the query should reflect that. If you are a writer whose prose tends to be quirky, the query should reflect that, too.

Of course, if you spent your twenties and early thirties as an international spy and man of intrigue, that had better come across in your query. Because, you see, a query letter is not just a solicitation for an agent to pick up your book; it is an invitation to an individual to enter into a long-term relationship with you.

As I mentioned at the very beginning of Querypalooza, I firmly believe that there is no 100% foolproof formula, my friends, whatever the guides tell you. But if you avoid the classic mistakes, your chances of coming across as an interesting, complex person who has written a book worth reading goes up a thousand fold.

Next time — that’s 10 am PST tomorrow, campers; although we’re still in Querypalooza mode, it would be madness to try to maintain the three-shift schedule of the weekend — I shall be tackling that perennial bugbear of query-constructors: figuring out is and is not a credential worth including in the platform paragraph of your query. Or, as we like to call it here at Author! Author!, Eye-Catching Query Letter Candy.

Yum, yum. Keep up the good work!

Querypalooza, part IX: toiling productively in the vineyards of literature, or, would Pavlov’s doggie like a biscuit?

Good evening, campers! Since we began our last post with an image of a crowd storming a castle, I thought it might be nice to open our night shift Querypalooza post with an image of an un-stormed one.

Besides, I like to yank this gorgeous image from the Book of Hours out of the mothballs every now and again, because it is such an accurate depiction of how so many aspiring writers view the work of querying these days: a long, toilsome effort aimed toward impressing the powerful folks in the white castle on the hill — who may or may not be paying attention — under a sky that (we hope) conceals at least a few minor deities rooting for the underdog’s eventual success.

What’s that you say, campers? That’s what it felt like back I was trying to find the right agent way back in the dimly-remembered mists of the Paleolithic era, but everyone concerns feels perfectly marvelous about the process today? Whew, that’s a relief — thanks for clearing up that little misconception.

On the off chance that I wasn’t the only writer who ever shivered in the face of seemingly unalterable industry coldness, I feel an obligation to point out from the other side of the Rubicon that even those newest to querying are not as entirely helpless in the face of it as we writers tend to tell ourselves we are. Although much of a writer’s progress along the road to publication is dependent upon factors outside her control — fads in writing style, fashions in content, and what kind of memoir has garnered the most scandals recently, to name but three — how an aspiring writer presents her work to the industry is in fact entirely under her own control.

Which is a really, really nice way of saying that from a professional reader’s point of view, scads of query letters traject themselves like lemmings straight from the envelope into the rejection pile with scarcely a pause in between, for problems that the writers who sent them could have fixed. Sadly, the vast majority are rejected for reasons that don’t necessarily have anything to do with the potential personality fit between the author and agent, the agent’s ability to sell the book in question, or even the quality of the writing.

Because agents and their screeners read hundreds of the darned things every week, even if only 20 of them share the same basic mistake — and trust me, more of them will — the 21rst query that carries even a shade of similarity is likely to trigger a knee-jerk reaction so strong that even Dr. Pavlov would shake his head and say, “No kidding? Just because the letter was addressed to Dear Agent, rather than to an individual?”

Oh, yes, Dr. Pavlov, there are few epistolary errors that engender a stronger — or quicker — negative response than a Dear Agent letter. But that’s merely the best-known of the notorious query-readers’ pet peeves.

In response to that giant collective huff of indignation I just out there: you’re probably thinking that Millicent the agency screener is hyper-sensitive, far more eager to reject a query than to accept it, and perhaps even downright mean. Heck, judging by the expressions on your faces, you probably wouldn’t be remotely surprised to learn that she regularly eats live kittens for breakfast, snarls at babies, and honks her horn when Boy Scouts assist people with canes across the street.

Don’t be ridiculous. Millicent lives in New York City; she doesn’t drive a car.

Perhaps she does reject writers for a living, but that doesn’t mean that rejections are necessarily her fault: many, many, MANY query letters just scream from their very first paragraph, “Reject me! I have no idea what I’m doing on your desk, much less what book category the manuscript my rambling prose professes to promote might best fit into, so why not put me out of my misery right away?”

The ubiquity of such self-rejecting queries — yes, they’re really called that — means that the all-too-common writerly practice of blaming the rejecter is not in the long run the best strategy for landing an agent. Call me zany, but if a query elicits a rejection for any reason other than that the storyline or argument in the proposed book didn’t grab Millicent or her boss, my first question is not, “Oh, how could the screener have made such a mistake?” but “May I have a look at that letter, so see how the writer may improve it?”

Why do I tend to leap straight to that conclusion, you ask? Experience, mostly. Out comes the broken record again:

broken-recordIf there is a single rule of thumb that may be applied at every stage of any successful author’s career, it’s that it ALWAYS behooves us to look critically at our own writing, rather than assuming that the only possible explanation for frowned-upon writing lies in the eye of the predisposition of the reader to frown.

Let me put it more simply: offense does not always lie in the propensity of the affronted to take umbrage. Millicent may indeed be a bit rejection-happy — it’s her job to reject 98% of what she sees, recall — but any writer can learn how to avoid provoking her.

As with a manuscript, the writer of a query will virtually always be better off taking steps to improve what she can control than blaming the rejection upon other factors. It is possible to learn from one’s own mistakes, even in the current insanely competitive agent-seeking environment, where the vast majority of queriers are never told precisely what made Millicent slide their letters directly into their SASEs with a copy of the agency’s prefab one-size-fits-all rejection note.

Or, in the case of e-queries, to hit the REPLY key, sending the prefab rejection reply. (You didn’t honestly believe that Millicent or her boss actually re-typed I’m sorry, but I just didn’t fall in love with thisevery time, did you?)

In the spirit of trying to avoid being the object of either dismal fate, let’s plunge back into our ongoing efforts to elevate a merely okay query letter into a really good one, shall we? At this point, we’ve moved far past the most basic mistakes; now, we’re well into the more sophisticated problems.

That’s good news, by the way. You should be proud of yourself for taking your own writing prospects seriously enough to make it this far. As a reward for virtue, we begin tonight with a few an exceptionally easy problems to fix.

(18) If I am querying anything but a memoir, is my descriptive paragraph written in the third person and the present tense?
Regardless of the narrative perspective of the manuscript itself, descriptive paragraphs in queries are always written in the third person. So if your description of your first-person chick lit begins I had just landed my dream job, change it right away: to Millicent’s eyes, it will read like a description for a memoir. Ditto for pitches and synopses, by the way.

Don’t you wish someone had mentioned that little tidbit to you at least three months before you sent out your first query?

The proper tense choice, too, may strike some as counter-intuitive: one-paragraph book descriptions, like pitches and synopses, are always written in the present tense. Even when the author is describing events that happened before the fall of the Roman Empire.

And apparently, writers are supposed to know both of these things because the synopsis fairy descends from the heavens when one reaches a certain level of craft and bops one on the head with her magic wand. Or because they have attended an expensive class or conference that told them so. Or so I surmise from the fact that this particular piece of advice isn’t given much these days.

I’m not a big fan of keeping expectations like this secret, so let’s shout it to the rooftops: YOUR DESCRIPTIVE PARAGRAPH SHOULD BE IN THE THIRD PERSON AND THE PRESENT TENSE.

The only major exception is, interestingly enough, memoir. Which leads me to:

(19) If I am querying a memoir, is my descriptive paragraph written in the present tense and the first person?
The logic behind describing memoir in the first person doesn’t really require much explanation — the book’s about you, isn’t it? — but the tense choice might. It simply doesn’t make sense for an adult to say:

Now I am six, and my father tells me to take out the garbage. But I don’t want to take out the garbage, and in a decision that will come back to haunt me in high school, I chose to bury it in the back yard instead.

It’s confusing to a sane person’s sense of time. But then, so are the querying and submission processes, frequently.

All too often, memoirists refer to themselves in the third person in query letters, pitches, and synopses of their books, puzzling Millicents exceedingly. If your memoir is about you, say so; go ahead and use the perpendicular pronoun.

Otherwise, the same basic structures we applied last time to describing novels will work perfectly well for memoir. Just make yourself sound like an interesting person in an interesting situation overcoming obstacles to your happiness in a different tense. For example:

Back in my days as a silent movie star of the 1920s, women ruled the silver screen. I was paid more than my male counterparts; I had my pick of projects (and extras for my private pleasures); my dressing room’s cushions were trimmed in mink. But once the talkies came, I was faced with an impossible choice: take a massive pay cut or allow my public to be told that my opera-trained voice was too squeaky for the new technology. If I was going to make the films that I wanted, I realized I would have to start writing and directing for myself.

See? By describing herself as the protagonist in a story, rather than just a person talking about herself, our starlet has made a compelling case that both she and the challenges she confronted would make for fascinating reading.

(20) Is the tone and language in my descriptive paragraph representative of the tone and language of the manuscript?
Yes, yes, I know: I’ve just finished telling you that the tense and perspective choice in the description should not be dictated by the voice of the narrative in the book. But all the same, just as a stellar verbal pitch gives the hearer a foretaste of what the manuscript is like, so does a well-constructed descriptive paragraph in a query letter. Just bear in mind that nice writing is not the only goal here; if you really want to make a great first impression, allow the descriptive paragraph to reflect the voice of the book.

Stop laughing. Query letters do so have narrative voices. It’s just that most of the boilerplates we see are so businesslike in tone and generic in content that you’d never notice.

So if the book is funny, go for a laugh; if it’s scary, make sure to include at least one genuinely frightening image; if it’s sexy, make Millicent pant in her cubicle.

Getting the picture?

Some of you find this suggestion a trifle wacky, don’t you? “But Anne,” a scandalized few protest, “didn’t you say earlier in this series that part of the goal here was to come across as professional? Won’t making the descriptive paragraph sound like my surly protagonist/whiny narrator/a lighthearted romp through the merry world of particle physics make me seem like a grump/annoying to work with/like I don’t know what I’m talking about?”

Good questions, scandalized few. Your concerns are precisely why I’m advising that only the descriptive paragraph match the tone of the book, rather than the entire letter.

Surprised? Don’t be. You’re entirely right that Millicent might well draw the wrong conclusions if your ENTIRE letter were written in an entertaining tone. And let’s face it, it’s kind of hard to turn the credentials paragraph of a query into much of a comedy.

Seriously. Even if you happen to have taught comedic theory for 52 years at the Sorbonne, it would hard to turn that fact into a giggle line.

But in the part of the letter where you’re supposed to be telling a story, why not let your manuscript’s voice come out to play for a few lines? Can you think of a better way to demonstrate to Millicent how your narrative voice is unique?

(21) Am I telling a compelling story in my descriptive paragraph, or does it read as though I’ve written a book report about my own manuscript?
All too often, aspiring writers will construct their descriptive paragraphs as though they were writing high school English papers. There’s usually a pretty good reason for that: writers tend to have been excellent high school English students. So were most agents and editors, as it happens, and certainly most Millicents who screen submissions.

But collective nostalgia for the happy days in Intro to American Literature doesn’t mean that a descriptive paragraph demonstrating that glorious past too clearly is smart book marketing at the query stage. Analytical descriptions distance the reader from the story being told.

Don’t believe me? Take a gander:

MIXED SIGNALS is a nuanced slice-of-life tale of interpersonal and intergenerational misunderstanding set against the backdrop of the turbulent 1960s. The protagonist is a troubled man, an employee caught up in a realistic conflict with his boss while his fantasies of perfect love are constantly thwarted by a lackluster family life. Told in alternating first person voices and the present tense, character is revealed through slice-of-life episodes before reaching the denouement.

Doesn’t exactly draw you into the protagonist’s world, does it? This description is essentially about a man without a face. While all of these things may well be true of the book being discussed, what is this book ABOUT? WHO is it about? What’s the central conflict, and what is at stake for the protagonist in overcoming it?

As a rule, Millicent is eager to know the answer to those questions. She is also likely to roll her eyes and mutter, “English term paper,” and swiftly move on to the next query.

Why apply that particular epithet? Because this kind of description talks about the novel, rather than telling its story.

Because Millicent’s job is to spot great storytellers, not great textual analysts, she would have preferred it if the querier simply told the story directly. Then, too, the writer’s choice to concentrate upon the themes and construction of the novel, rather than who the protagonist is and what conflicts he wants or needs to battle in order to fulfill his dreams keeps the reader from getting into the story.

Indeed, we’re left wondering what it is. Here’s the same plot, presented in a manner Millicent is far more likely to find pleasing:

Troubled Harry (47) can’t seem to make it through even a single work day at the squid ink pasta factory without running afoul of his boss, chronic aquatic creature abuser Zeke (52). Since the pasta factory is the town’s only employer, Harry has little choice but to stomach the flogging of innocent carp — until Zeke’s merciless sarcasm at the expense of a dolphin cracks his stoic veneer. After an unsuccessful attempt to unionize the squid, Harry must face the truth: Zeke has been just stringing him along for the last seventeen years about that promotion. But now that he is cast adrift in a rudderless sailboat, what is he going to do about that?

I spy some hands raised out there, do I not? “But Anne,” some terrific English essay-writers point out, “doesn’t the second version leave out a couple of pretty important items? Like, say, that the book is written in the first person, or that it has multiple protagonists?”

Actually, I left those out on purpose; as important as those facts may be to the writer, they would only distract Millicent at the querying stage. Or in a synopsis.

Do you English majors want to know why? Cue the music department.

broken-record Neither the point of view choice nor the number of protagonists is germane at the query stage: the goal of the descriptive paragraph is to show what the book is ABOUT, not how it is written. Let the narrative tricks come as a delightful surprise.

That’s what the manuscript is for, right? As Millicent’s boss, the agent, likes to say, it all depends on the writing.

(22) Does my descriptive paragraph emphasize the SPECIFIC points that will make the book appeal to my target audience?
Since a query letter is, at base, a marketing document (and I do hope that revelation doesn’t startle anybody, at this juncture; if so, where oh where did I go wrong, I had such high hopes when I raised you, etc.), it should be readily apparent to anyone who reads your summary what elements of the book are most likely to draw readers. Or, to put it another way, if you printed out your list of selling points and read it side-by-side with your query, would the summary paragraph demonstrate that at least a few of those elements you identified as most market-worthy?

If not, is the descriptive paragraph doing your book justice as a marketing tool?

Don’t look at me that way: there is absolutely nothing anti-literary about making it clear why habitual readers of your book category will be drawn to your work. Remember, no matter how beautifully your book is written or argued, Millicent isn’t going to know you can write until she reads your manuscript — and if your query does not convince her that your book is potentially marketable, she’s not going to ask to see the manuscript.

Even if she happens to work at one of the increasingly many agencies that allow aspiring writers to send pages of text along with their queries, the query is going to determine whether Millicent reads anything else you sent. So just in case any of you have been receiving form-letter rejections based upon query + pages agent approaches: I know that it’s tempting to assume that the problem is in the text itself, but strategically, the first place you should be looking for red flags is your letter. In a query + approach, it’s the gatekeeper for your pages.

I’m going to take that chorus of great, gusty sighs as a sign that I’ve made my point. If it’s any consolation, it’s great experience for working with an agent: when their clients bring them book ideas, the first question they tend to ask is, “Okay, who needs this book, and why?”

(23) Even if Millicent skipped my opening paragraph, would the descriptive paragraph that followed prompt her to exclaim, “Oh, that story is perfect for {fill in my target audience here}? Or have I forestalled that spontaneous cry by describing my book in back-jacket terms?
This is a corollary of the last one, obviously, but still worth considering as a separate question. One of the most common mistakes made in descriptive paragraphs is to confuse vague statements about who MIGHT conceivably buy the book with specific, pithy descriptions of what in the book might appeal to the market you’ve already identified in your first paragraph. Compare, for instance:

CANOE PADDLING MAMAS is designed to appeal to the wild, romantic adventurer in every woman. Set along the scenic Snake River, well known to whitewater rafters, the story follows two women in their journey through fast water and faster men. It belongs on the bookshelf of every paddle-wielding woman in America.

With:

Caroline Bingley (26) and Elizabeth Bennet (20) are floating down a lazy river, the sun baking an uneasy outline around their barely-moving paddles. Suddenly, the rapids are upon them — as is a flotilla of gorgeous, shirtless, rapids-navigating men on generous inner tubes. When a violent hailstorm traps them all in a dank, mysterious cave that smells of recently-departed grizzly bear, shivering in their thin, wet clothes, tempers flare — and so does romance.

The first sounds an awful lot like the summary a publisher’s marketing department might construct for a book’s back jacket, doesn’t it? It’s all breathless hype and promotional persuasion, leaving the reader thinking, “Um, I know where this story takes place, but what is this book about?”

As you may have already gathered, that’s not a question Millicent is fond of muttering in the middle of reading a query. Which is a shame, really, as so many queriers give her such excellent provocation to mutter it.

The second version answers that question very directly: CANOE PADDLING MAMAS is about Caroline and Elizabeth’s trip down a river, where they meet some sizzling potential love interests.

“Now that’s what I like to see,” Millicent cries, reaching for the seldom-used Yes, please send us the first 50 pages boilerplate. (Oh, you thought that they wrote a fresh letter for every acceptance?)

Unfortunately, as we saw earlier in this series, most aspiring writers are so used to reading marketing copy that they think the first version is inherently more professional than the second. In fact, it’s far from uncommon to see this type of marketing rhetoric in synopses, or even in contest entries.

To clear up this misconception once and for all, I’m going to ask you to join me in a little experiment. Scroll down so those last two examples above are hidden, please.

All gone? Good. Now take this multi-part pop quiz.

1) What do you remember most from the first summary paragraph?

The title? The Snake River? The bad cliché? Your speculation that my reference to “every paddle-wielding woman in America” might cause this blog to spring up in some unlikely Internet searches from now until Doomsday?

2) What do you remember about the second?

As a writer, I’m betting that the image that popped first into your mind was that floating phalanx of nearly naked hunks.

3) If you were an agent handling romances, which image would impress you as being easiest to market to outdoorsy heterosexual women?

I rest my case.

Except to say: in the first summary, a reader is unlikely to remember the STORY, rather than the query. And in the second, the query-reader is encouraged to identify with the protagonists — who are, like the reader, contemplating all of those inner tube-straddling guys.

Okay, try to shake that image from your mind now, so we can move on. No, seriously: stop picturing those floating bodies. We have work to do.

The other reason that the second summary is better is that it presumably echoes the tone of the book. Which brings me to…

(23) If my descriptive paragraph were the only thing a habitual reader in my book category knew about my manuscript, would s/he think, Oh, that sounds like a great read? Or would s/he think, I can’t tell what this book would be like, because this summary could apply to a lot of different kinds of books?
This is a question that often makes even seasoned queriers do a double-take, but actually, it’s closely related to #20, is the tone and language in my description representative of the tone and language of the manuscript?

Most query letters share one of two tones: unprofessional or serious, serious, serious. The first is never a good idea, but the second is fine — if you happen to have written the 21rst century’s answer to MOBY DICK.

Which I’m guessing no one currently reading this actually has. If, however, you’ve written this year’s answer to BRIDGET JONES’ DIARY, a super-serious summary paragraph is probably not the best marketing tactic. Quite apart from the fact that it’s hard to make a lighthearted romp seem either lighthearted or like a romp if it’s described in a turgid manner, a deadpan presentation is probably not the best strategy for convincing Millicent that you can write comedy.

So why not use the description as a writing sample to demonstrate that you can? In fact, why not take the opportunity to show how well you understand your target readership by including images, wording, and details likely to appeal to them?

The same logic applies to any category of book — and it’s a great way to figure out whether a plot point is worth mentioning in your summary paragraph. If you have written a steamy romance, select the sexy detail over the mundane one. If it’s a western, make sure there’s at least one line in the summary that elicits a feeling of the open range. If it’s a horror novel, opt for the creepy detail, and so forth.

The sole exception to this rule is if you happen to have written a really, really dull book on a mind-bendingly tedious topic. Then, and only then, do you have my permission to construct a descriptive paragraph that doesn’t sound anything at all like the tone of the book.

Hey, you have to pique Millicent’s interest somehow.

(24) Wait — have I given any indication in the letter who my target audience IS?
Despite my utmost efforts in spreading advice on the subject, most queries include no reference whatsoever to the target audience, as though it were in poor taste to suggest to an agent that somebody somewhere might conceivably wish to purchase the book being pitched.

Call me mercenary, but I think that is rather market-unwise, don’t you? If an agent is going to spend only about thirty seconds on any given query letter before deciding whether to reject it out of hand, is there really time for the agent to murmur, “Hmm, who on earth is going to want to buy this book?”

No extra credit for guessing the answer to that one: no.

As those of you who went through the identifying your target market exercises in my earlier series on pitching (easily found under the obfuscating category title IDENTIFYING YOUR TARGET AUDIENCE on the archive list at right) already know, figuring out the ideal readership for a book is not always a simple or straightforward task, even for someone who knows the text as intimately as its author. Don’t expect its appeal to be self-evident.

Yes, even for a book like CANOE PADDLING MAMAS, where the appeal is pretty close to self-evident.

To revisit one of my earlier mantras: structure your marketing materials to make it as easy as possible for folks in the industry to help you. You want Millicent to cast her eyes over your query and go running to her boss, the agent, saying, “Oh, my God, we have to see this manuscript.”

Once again, we see that it is a far, far better thing to induce the screener to exclaim, “This book belongs on the bookshelf of every paddle-wielding woman in America!” than to have the query tell her that it does. Even if it’s true.

Just a little something to ponder while our heroines explore some wild, largely unexplored river with scantily-clad men who obviously spend a suspiciously high percentage of their time at the gym.

Since I’m not going to be able to wrest that image from your mind, this seems like an excellent place to stop for the day. More probing questions follow at 10 am, of course.

Oh, you thought I was going to bring Querypalooza to a screeching halt the instant Labor Day weekend was over? Oh, but we still have exciting material to cover, campers. So while I shan’t be able to keep up this weekend’s blistering pace once the working week has started, you might want to check back in tomorrow morning. And early evening, if I have not collapsed into a quivering heap of exhaustion by then.

I wouldn’t send you out to query only partially prepared, after all. Keep up the good work!