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Book marketing 101: the pitch proper, part VII: the truth, the whole truth, and nothing but the… wait, why is that agent’s knee jerking like that?

Yesterday, I tackled a reader’s question about pitching a novel that features multiple protagonists. Since I had a lot to say on the subject, I didn’t quite finish — but conveniently enough, the part I left for today dovetails nicely with a few other readers’ concerns about what should and shouldn’t make its way into the formal 2-minute pitch.

Last time, I went over a few reasons that it’s a better idea to pitch the overall story of a multiple perspective book, rather than try to replicate the various protagonists’ personal story arcs. Yes, it tends to be less confusing for the hearer this way, but there’s another very good reason not to overload the pitch with too much in-depth discussion of HOW the story is told, rather than what the story IS.

A writer has chosen the multiple POV narrative style because it fits the story she is telling, presumably, not the other way around, right? That’s the writer’s job, figuring out the most effective means of telling the tale. That doesn’t change the fact that in order for an agent to sell the book to an editor, or the editor to take the book to committee, he’s going to have to be able to summarize the story.

Writers very, very frequently forget this, but the writer is not the only one who is going to have to pitch any given book. If the story comes across as too complex to be able to boil down into terms that the agent or editor will be able to use to convince others that this book is great, your pitch may raise some red flags.

So it really does behoove you not to include every twist and turn of the storyline — or every point of view. If you really get stuck about how to tell the overarching story, you could conceivably pick one or two of the protagonists and present it as their story for pitching purposes.

“But Anne,” I hear some of you upright souls cry, “isn’t that misleading?”

Not really. Remember, the point of the pitch is NOT to distill the essence of the book: it is to get the agent or editor to ask to READ it. No one on the other side of the pitching table seriously expects to learn everything about a book in a 2-minute speech.

If they could, how much of a storyline could there possibly be? Why, in fact, would it take a whole book to tell it?

Believe me, this strategy is not going to come back and bite you later, at least not enough to fret over. After an agent or editor has heard a hundred pitches at a conference this weekend, and two hundred the weekend after that, he’s not going to say when he receives your submission, “Hey! This has 4 more characters than the author told me it did!”

I’ll get back to the desirability of telling the truth, the whole truth, and nothing but the truth a little later in this post, but for now, let’s move on to the next reader question.

Insightful long-term reader Janet asks: “What do you do when you realize that you might have to change the structure of the novel? Pitch the old way?”

I hear this question all the time during conference season, Janet, and the answer really goes back to the pervasive writerly belief I touched upon briefly above, the notion that an agent or editor is going to remember any given pitch in enough detail a month or two down the road to catch discrepancies between the pitch and the book.

Remember the concept of pitch fatigue? At a conference, the average agent or editor might be hearing as many as hundred pitches a day. Multiply that by the number of days of the conference — and multiply THAT by the number of conferences a particular agent or editor attends in a season. Not to mention the queries and submissions she sees on a daily basis.

I hate to bruise anyone’s ego, but now that you’ve done the math, how likely is it that she’s going to retain the specifics of, say, pitch #472?

The upside: you don’t really need to worry if your story changes between the time you pitch or query it and when you submit the manuscript pages. Writers rewrite and restructure their books all the time; it’s not considered particularly sinister.

That being said, your best bet in the case of a book in the throes of change is to tell the story that you feel is the most compelling. If you haven’t yet begun restructuring, it will probably be the old one, as it’s the one with which you are presumably most familiar, but if you can make a good yarn out of the changes you envision, it’s perfectly legitimate to pitch that instead. It really is up to you.

As long as the story is a grabber.

The final questions du jour, which the various askers have requested be presented anonymously, concern the ethics of not mentioning those aspects of the book one is afraid might negatively influence a pitch-hearer’s view of the book.

I refer, of course, to the book’s length and whether it is actually finished.

Let me take the second one first. There is a tacit expectation, occasionally seen in print in conference guides, that a writer will not market a novel until it is completed. This is most often heard as prevailing wisdom that you should have a full draft before you pitch, in case an agent or editor asks for the entire thing on the spot.

But as I have mentioned earlier in this series, that doesn’t happen all that often anymore. 99.9% of the time, even an agent who is extremely excited about a project will prefer that you mail it — and as those of you who have submitted before already know, it can often be months before an agent reads a requested manuscript.

Which means, in practical terms, that you need not send it right away — and that, potentially, means some time that could conceivably be used for writing. After all, if you’re going to mail it anyway…

And everyone in the industry is gone on vacation between the second week of August and after Labor Day…

And if you could really get away with sending requested materials anytime between now and Christmas…

And if they’ve asked for the first three chapters only…

Or, to put it in terms of querying: if the agencies are going to take a month to respond to my letter… and then ask for the first 50 pages…

Starting to get the picture? Naturally, I would never advise anyone to pitch a book that isn’t essentially done, but the fact is, it may well be months before the person sitting across the table from you in a pitch meeting asks to see the entire manuscript.

And you know what? You’re under no obligation to send it out instantly, even then.

Although I would not encourage any of you to join the 40% of writers who are asked to submit requested materials but never do, anyone who has ever written a novel can tell you that where writing is concerned, there is finished — as in when you’ve made it all the way through the story and typed the words THE END on the last page — and then there is done — as in when you stop tinkering with it.

Then there’s REALLY done, the point at which you have revised it so often that you have calculated the exact trajectory of the pen you will need to lob toward Manhattan to knock your agent in the head hard enough to get him to stop asking for additional changes.

And then there’s REALLY, REALLY done, when your editor has changed your title for the last time and has stopped lobbying for you to transform the liberal lesbian sister into a neo-conservative professional squash player who wrote speeches for Ronald Reagan in his spare time.

But frankly, from the point of view of the industry, no manuscript is truly finished until it is sitting on a shelf in Barnes & Noble. Until the cover is attached to the book, it is an inherently malleable thing.

The fact that everyone concerned is aware of this, I think, renders a bit of sophistry on the writer’s part over the question of whether a manuscript is completed somewhat pardonable.

This does NOT mean, however, that it is in your best interests to waltz into a pitch meeting and ANNOUNCE that the book isn’t finished yet — and because agents and editors are, as a group, perfectly aware that writers are prone to levels of tinkering that would make Dante’s inferno appear uncomplex, it’s actually not a question that gets asked much.

If you are asked? Sophistry, my dears, sophistry: “I’m not quite happy with it yet, but I’m very close.”

You are close to finishing it, aren’t you?

The question of length is a bit more tortured, as it tends to generate a stronger knee-jerk response in pitches and query letters than the question of time. At every writers’ conference I have ever attended, some stalwart soul stands up and asks how long a book is too long.

And then half the room gasps at the response.

I hesitate to give limits, for fear of triggering precisely the type of literalist angst I deplored a few days ago, but here are a few ballpark estimates. First novels tend to run in the 65,000 – 100,000 word range — or, to put it another way, roughly 250 – 400 pages. (That’s estimated word count, by the way, 250 x # of pages in Times New Roman, standard format.)

Standards do vary a bit by genre, though — check the recent offerings in yours to get a general sense.

And remember, these are general guidelines, not absolute prohibitions. Few agency screeners will toss out a book if it contains a page 401,

Do be aware, though, that after a book inches over the 125,000 word mark (500 pages, more or less), it does become substantially more expensive to bind and print. So if at all possible, you will want to stay under that benchmark.

And not just for marketing reasons, or at any rate not just to preclude the possibility of a knee-jerk response to a book’s length. If a manuscript is too long (or too short, but that is rarer since the advent of the computer), folks in the industry often have the same response as they do to a manuscript that’s not in standard format: they assume that the writer isn’t familiar with the prevailing norms.

And that, unfortunately, usually translates into the submission’s being taken less seriously.

Before any of you go running off madly to chop or extend your opus, do be aware that neither a pitcher nor a querier is under any actual obligation to state the length of the manuscript up front. I’m not recommending that you actually lie, of course — but if the question is not asked, it will not behoove you to offer the information.

Remember, part of the art of the pitch involves knowing when to shut your trap. You will not, after all, be hooked up to a lie detector throughout the course of your pitch.

(Although that would be an interesting intimidation strategy, one I have not yet seen tried on the conference circuit.)

Yes, I know, many experts will tell you that you MUST include word count in your query, but if your book is longer than expected, this is not advice that will help you, is it? Although many agents say they like to see it — for the simple reason that it makes it easier to weed out the longest and the shortest manuscripts — I’ve never yet seen a good query rejected simply because it didn’t include length information.

Whew! We covered a lot of ground today, didn’t we? Since you’ve all been so virtuous throughout this long and demanding master class on marketing, I have a great big treat for you tomorrow, my friends. Call it a reward for all of that effort over the past few weeks.

Speaking of which, keep up the good work!

Posted on - 6 Comments on Book marketing 101: capturing the spirit of the pitch, not the letter

Book marketing 101: capturing the spirit of the pitch, not the letter

I’m back from my writing retreat! Thanks, everybody, for being so nice about my working hiatus. I actually had a near-nightmare during it that 1400 people had written into the blog, pointing out some truly fundamental yet somehow life-threatening aspect of the pitch I had forgotten to mention…so it was a great relief to log on today and see that the vast majority of comments were just the usual spam promising a better sex life, low-cost car loans, and nude pictures of celebrities.

One of the dangers of being embroiled for too long in the editorial process, either on one’s own work or others’, I find, is becoming a bit too literal in one’s thinking. Which, I suppose, is just a formal way of saying that my week of heavy-duty revision has left me a touch myopic, both literally and figuratively.

How myopic, you ask? Well, a friend and her 6-year-old daughter were kind enough to give me, my computer, and my many bottles of mineral water (revision is thirsty work, after all) a ride back from my far-flung retreat site. Early in the drive, my friend missed a turn, and made a slight reference to her Maker.

Nothing soul-blistering, mind you, just a little light taking of the Lord’s name in vain. Fresh from vacation Bible school, the little girl pointed out that her mother had just broken a commandment. (Apparently, they hadn’t yet gotten to the one about honoring thy father and thy mother.)

“Not if God wasn’t capitalized,” I said without thinking. “If it’s a lower-case g, she could have been referring to any god. Apollo, for instance, or Zeus. For all we know, they may kind of like being called upon in moments of crisis.”

Now, that was a pretty literal response, and one that I now recognize is probably going to generate a certain amount of chagrin when the little girl repeats all or part of it in her next Sunday school class. Not that I wasn’t right, of course — but I should have let the situation determine what is an appropriate response.

Sometimes, you just have to go with the flow.

Hyper-literalism can cause quite a bit of unnecessary stress during conference prep as well. (You were wondering how I was going to work this back to pitching, weren’t you?) In part, that’s the nature of the beast: since aspiring writers are not told nearly enough about what to expect from a pitching appointment (or a potential response to a query), they tend to follow what few guidelines they are given to the letter.

And to a certain extent, that makes perfect sense: when going into an unfamiliar, stressful situation, it’s natural to want to cling to rules.

The trouble is, as I have pointed out before in this series, not everything writers are told about pitching, querying, or even — dare I say it? — what does and doesn’t sell in writing is applicable, or even up-to-date. Adhering too closely to rules that many not be appropriate to the moment can be a liability.

Anyone who has ever attended a writers’ conference has seen the result. The causalities of literalism abound.

There’s the writer who lost precious hours of sleep last night over the realization that her prepared pitch is four lines long, instead of three; there’s the one who despairs because he’s been told that he should not read his pitch, but memorize it. The guy over here is working so many dashes, commas, and semicolons into his three-sentence pitch that it goes on for six minutes with only three periods. In another corner mopes the romance writer who has just heard an agent say that she’s not looking for Highland romances anymore — which, naturally, the writer hears as NO ONE’s looking to acquire them.

You get the picture. By the end of the conference, after the truisms all of these individuals have been shared, bounced around, and mutated like the messages in the children’s game of Telephone, and after days on end of every word each attending agent, editor, and/or teacher says being treated with the reverence of Gospel, there is generally a whole lot of rule-mongering going on. As writers listen to litanies of what they are doing wrong, and swap secrets they have learned elsewhere, the atmosphere becomes palpably heavy with depression.

Take a deep breath. The industry is not trying to trick you into giving the wrong answer.

What it is trying to do is get you to adhere to under-advertised publishing norms. And while some of those norms are indeed inflexible — the rigors of standard manuscript format, for instance — most of the time, you are fine if you adhere to the spirit of the norm, rather than its letter.

In other words: try not to take every piece of advice you hear literally.

For instance, those of you who are freaking out about a few extra words in your elevator speech: don’t. It needs to be short, but it is far better to take an extra ten seconds to tell your story well than to cut it so short that you tell it badly.

Yes, you read that correctly: no agent or editor in the world is going to be standing over you while you pitch, abacus in hand, ready to shout at you to stop once you reach 101 words in a hallway pitch, any more than they will be counting its periods.

Admittedly, they may begin to get restive if you go on too long — but in conversation, length is not measured in number of words or frequency of punctuation. It is measured in the passage of time.

Let me repeat that, because I think some reader’s concerns on the subject are based in a misunderstanding born of the ubiquity of the three-sentence pitch: the purpose of keeping the elevator speech to 3-4 sentences is NOT because there is some special virtue in that number of sentences, but to make sure that the elevator speech is SHORT, brief enough that you could conceivably blurt it out in 30-45 seconds.

To recast that in graphic terms, the elevator speech should be short enough to leave your lips comprehensibly between the time the elevator shuts on you and the agent of your dreams on the ground floor and when it opens again on the second floor.

Remember, though, that no matter what you may have heard, AN ELEVATOR SPEECH IS NOT A FORMAL PITCH, but a shortened version of it. The elevator speech, hallway pitch, and pitch proper are primarily differentiated by the length of time required to say them.

So if you feel the urge to be nit-picky, it actually makes far more sense to TIME your pitch than it does to count the words.

Try to keep your elevator speech under 45 seconds, your hallway pitch to roughly 60 – 75 seconds max, and your pitch proper to 2 minutes or so. While these may not seem like big differences, you can say a lot in 30 seconds.

But don’t, I beg you, rend your hair in the midnight hours between now and your next pitching opportunity trying to figure out how to cut your pitch from 2 minutes, 15 seconds down to 2, or plump it up from a minute seventeen to 2, just because I advise that as a target length.

Remember: adhere to the spirit, not the letter.

How? Well, here’s that elevator speech I wrote a couple of weeks ago for PRIDE AND PREJUDICE:

19th-century 19-year-old Elizabeth Bennet has a whole host of problems: a socially inattentive father, an endlessly chattering mother, a sister who spouts aphorisms as she pounds deafeningly on the piano, two other sisters who swoon whenever an Army officer walks into the room, and her own quick tongue, any one of which might deprive Elizabeth or her lovely older sister Jane of the rich husband necessary to save them from being thrown out of their house when their father dies. When wealthy humanity-lover Mr. Bingley and disdainful Mr. Darcy rent a nearby manor house, Elizabeth’s mother goes crazy with matchmaking fever, jeopardizing Jane’s romance with Bingley and insisting that Elizabeth marry the first man who proposes to her, her unctuous cousin Mr. Collins, a clergyman who has known her for less than a week. After the family’s reputation is ruined by her youngest sister’s seduction by a dashing army officer, can Elizabeth make her way in the adult world, holding true to her principles and marrying the man she passionately loves, or will her family’s prejudices doom her and Jane to an impecunious and regretful spinsterhood?

Because I love you people, I went back and timed how long it would take me to say: one minute two seconds, counting gestures and vocal inflections that I would consider necessary for an effective performance.

That’s perfectly fine, for either a hallway speech or pitch proper. Actually, for a pitch proper (and really, as soon as I finish addressing these issues, I am going to get around to defining it), I might add another sentence or two of glowing detail.

To be fair, though, it is a bit long for an elevator speech, if I intended to include any of the first hundred words as well. If I were planning to walk around the halls of PNWA, for instance, buttonholing agents for informal hallway pitches, I might try to shear off ten seconds or so, so I could add at the beginning that the book is women’s fiction and the title.

Oh, and to have the time to indicate that my parents loved me enough to give me a name, and manners enough to share it with people when I first meet them. But seriously, I would not lose any sleep over those extra ten seconds. Nor should you.

To do so would be a literal reaction to the dicta of the proponents of the three-sentence pitch, those scary souls who have made many writers frightened of adding interesting or even necessary details to their pitches. They don’t do this to be malicious, really: they are espousing the virtue of brevity, which is indeed desirable.

It is not, however, the only virtue a pitch should have, any more than every single-page letter in the world is automatically a stellar query.

If you’re marketing a novel, you need to demonstrate two things: that this is a good story, and that you are a good storyteller. Similarly, if you are pitching a NF book, you need to show in your pitch that this is a compelling topic, and that you are the person to write about it.

As any good storyteller can tell you, compelling storytelling lies largely in the scintillating details. I have been listening to writers’ pitches for significantly longer than I have been giving them myself (in addition to my adult professional experience, I also spent part of my wayward youth trailing a rather well-known writer around to SF conventions), so I can tell you with authority: far more of them fail due to being full of generalities than because they have an extra fifteen seconds’ worth of fascinating details.

Embrace the spirit of brevity, not the letter. If you must add an extra second or two in order to bring in a particularly striking visual image, or to mention a plot point that in your opinion makes your book totally unlike anything else out there, go ahead and do it.

Revel in this being the one and only time that any professional editor will EVER tell you this: try not to be too anal-retentive about adhering to pre-set guidelines. It will only make you tense.

It’s nice to be back, my friends. Keep up the good work.

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Book marketing 101: the pitch proper, part IV: what you are — and are not — trying to achieve

I dropped by a writers’ conference the other day — not to pitch, thank goodness, but to visit writer friends who don’t make it to my time zone very often. (One of the great advantages of spending years bopping around the conference circuit, taking some classes and teaching others, is that I have made friends with so many terrific writers all over the country.) And, lo and behold, before I had been conference-dedicated soil for an hour, I was coaching someone on how to pitch.

I know: out of character for me, eh?

I can’t seem to help myself these days — and not, I must confess, because I think that most of the pitch preparation information out there for writers, like the querying info was in the pre-Miss Snark era, is fairly cursory and often outdated. Hard as it may be to believe if you’re new to the pitch-constructing process, once you get the hang of it, it’s actually kind of amusing to come up with pitches for other people’s books. Like any other skill, it gets easier with practice.

Admittedly, it’s also much more fun when one is doing it recreationally, rather than professionally. (In case you need any additional incentive to get out there and pitch or query your book vigorously and often, I can safely say that one of the best things about having an agent is never having to pitch or query one’s own work again. It honestly is quite a relief.)

The timing of this impromptu coaching session was very apt, because it reminded me that I should address a couple of the more common conceptual stumbling-blocks writers tend to encounter while prepping their elevator speeches and formal pitches.

The first, and one I have dealt with a bit before, is coming to terms with the necessity of marketing one’s writing at all. From an artistic perspective, the primary issue should be the quality of the writing, of course, followed distantly by the inherent interest of the story.

Naturally, it comes as something of a shock to learn that one must make the case that this is not only a great yarn, but one that will fit into the current book market neatly, BEFORE anyone in the industry is willing to take a gander at the actual writing.

I know, I know: it seems backwards. As I believe I have mentioned before, I did not set up the prevailing conditions for writers. If I ran the universe — which, annoyingly, I evidently still don’t — writers would be able to skip the pitch-and-query stage entirely, simply submitting the manuscripts directly with no marketing materials, to allow the writing to speak for itself. Every submitter would get thoughtful, helpful, generous-minded feedback, too, and enchanted cows would wander the streets freely, giving chocolate- and strawberry-flavored milk to anyone who wanted it.

Being omniscient, I would naturally be able to tell you why the industry is set up this way. Heck, I’d be so in the know that I could explain why Nobel Prize winner José Saramago is so hostile to the conventions of punctuation that he wrote an entire novel, SEEING, without a single correctly punctuated piece of dialogue. I would be THAT good.

But I do not, alas, run the universe, however, so Señor Saramago and certain aspects of the publishing industry remain mysteries eternal. (Would it kill him to use a period at the end of a sentence occasionally? Or a question mark at the end of a question?)

But I digress. The fact is, if a writer hopes to get published, the marketing step is a necessity, NO MATTER HOW TALENTED YOU ARE. Even if you were Stephen King, William Shakespeare, and Madame de Staël rolled into one, in the current writers’ market, you would need to approach many agents and/or editors to find the right match for your work.

So please, I implore you, do not make the very common mistake of believing that not being picked up by the first agent whom you pitch or query means that your work is not marketable. Or adhering to the even more common but less often spoken belief that if a book were REALLY well written, it would somehow be magically exempted from the marketing process.

Part of learning to pitch — or query — successfully entails accepting the fact that from the industry’s point of view, you are presenting a PRODUCT to be SOLD. So it is a TEENY bit counter-productive to respond — as an astonishingly high percentage of first-time pitchers do — to the expectation that you should be able to talk about your book in market-oriented terms as evidence that you are dealing with Philistines who hate literature.

You’re not, and they don’t. Selling books is how agents and editors make their livings, after all: they HAVE to be concerned about whether there’s a market for a book they are considering. They’re not being shallow; they’re being practical.

Okay, MOST of them are not just being shallow. My point is, a pitching appointment is not the proper venue for trying to change the status quo. Querying or pitching is hard enough to do well without simultaneously decrying the current realities of book publishing.

Selling is a word that many writers seem to find distasteful when applied to trying to land an agent, as if there were no real distinction between selling one’s work (most of the time, the necessary first step to the world’s reading it) and selling out (which entails a compromise of principle.)

When we speak of marketing amongst ourselves, it’s with a slight curl of the lip, an incipient sneer, as if the mere fact of signing with an agent or getting a book published would be the final nail in the coffin of artistic integrity. While practically everyone who writes admires at least one or two published authors — all of whom, presumably, have to deal with this issue at one time or another — the prospect of compromising one’s artistic vision haunts many a writer’s nightmares.

That’s a valid fear, I suppose, but allow me to suggest another, less black-and-white possibility: fitting the square peg of one’s book into the round holes of marketing can be an uncomfortable process. But that doesn’t mean it is deadly to artistic integrity — and it doesn’t mean that any writer, no matter how talented, can legitimately expect to be commercially successful without going through that process.

That is not to say there are not plenty of good reasons for writers to resent how the business side of the industry works — there are, and it’s healthy to gripe about them. Resent it all you want privately, or in the company of other writers.

But do not, I beg you, allow that resentment to color the pitch you ultimately give. It will not make you come across as serious about your work — as it tends to do amongst other writers, admittedly — and actually, it’s likely to insult the very people who could help you get beyond the pitching and querying stage. To an agent’s ears, such complaints tend to sound more like a lack of understanding of how books actually get published than well-founded critique of a genuinely difficult-to-navigate system.

Besides, neither a pitch meeting nor a query letter is primarily about writing, really: they’re both about convincing agents and editors that here is a story or topic that can sell to a particular target audience.

Yes, you read that correctly. Contrary to what the vast majority of aspiring writers believe, the goal of the pitch (and the query letter) is NOT to make the business side of the industry fall in love with your WRITING, per se — it’s to get the agent or editor to whom it is addressed to ASK to see the written pages.

Then, and only then, is it logically possible for them to fall in love with your prose stylings or vigorous argument. I’ve said it before, and I’ll doubtless say it again: No one in the world can judge your writing without reading it.

This may seem obvious, outside the context of a pitching or querying experience, but it’s worth a reminder during conference season. Too many writers walk out of pitching meetings or recycle rejections from queries believing, wrongly, that they’ve just been told that they cannot write.

It’s just not true — but by the same token, a successful verbal pitch or enthusiastically-received query letter is not necessarily a ringing endorsement of writing talent, either. Both are merely the marketing materials intended to prompt a request to see the writing itself.

Which means, of course, that if you flub your pitch, you should not construe that as a reflection of your writing talent, either; logically, it cannot be, unless the agent or editor takes exception to how you construct your verbal sentences.

I know, I know, it doesn’t feel that way at the time, and frankly, the language that agents and editors tend to use at moments like these (“No one is buying X anymore,” or “I could have sold that story ten years ago, but not now.”) often DOES make it sound like a review of your writing.

But it isn’t; it can’t be.

All it can be, really, is a statement of belief about current and future conditions on the book market, not the final word about how your book will fare there. Just as with querying, if an agent or editor does not respond to your pitch, just move on to the next on your list.

Does all of that that make you feel any better about the prospect of walking into a pitch meeting? Did it, at any rate, permit you to get good and annoyed at the necessity of pitching and querying, to allow all of that frustration to escape your system?

Good. Now you’re ready to prep your pitch.

More tips on pitching follow next week, of course, but I’m going to be taking the next few days off. I wanted to make it through the bulk of the discussion of pitching before I took a break, but that fact is, I’ve been posting every day of a writing retreat. Which, I must admit, has somewhat mitigated this week’s effectiveness qua writing time.

I’ll be back on Tuesday, though, never fear, to post, answer questions, and generally hang out in our little community here. In the meantime, have a good Bastille day, everybody — ponder those pitches, and keep up the good work!

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Book marketing 101: the pitch proper, part III, or, “Interesting. I’ve never heard that before.”

Last time, I went over the basic format of a 2-minute pitch, the kind a writer is expected to give within the context of a scheduled pitch meeting. Unlike the shorter elevator speech or hallway pitch (and if you’re unclear on those, please see the appropriate categories at right), the formal pitch is intended not just to pique the hearer’s interest in the book, but to convey that the writer is one heck of a storyteller, whether the book is fiction or nonfiction.

And your storytelling skills, lest we forget, are part of what you are selling here.

For that reason, it is absolutely vital that you prepare for those two minutes in advance, either timing yourself at home or by buttonholing like-minded writers at the conference for mutual practice. (Just so those of you attending PNWA know, the Pitch Practicing Palace will not be there this year, so as far as I know, there will not be pros on hand to help you refine your pitch. I know: sad.)

Otherwise, it is very, very easy to start rambling once you are actually in your pitch meeting, and frankly, 10 minutes — a fairly standard length for such an appointment — doesn’t allow any time for rambling or free-association.

This can dangerous, and not just because you may run out of time before you finish your story. Rambling, unfortunately, tends to lead the pitcher away from issues of marketing and into the kind of artistic (“What do you think of multiple protagonists?”), literary-philosophical (“I wanted to experiment with a double identity in my romance novel, because I feel that Descartian dualism forms the underpinnings of the modern Western love relationship.”), and autobiographical points (“I spent 17 years writing this novel.”) that he might bring up talking with another writer.

Remember, you are marketing a product here: talk of art can come later, after you’ve signed a contract with these people.

Even if you feel an instant personal rapport with the person across the pitching table, don’t forget that that the formal pitch is, in fact, is an extended, spoken query letter, and it should contain, at minimum, the same information.

And, like any good promotional speech, it needs to present the book as both unique and memorable.

One great way to increase the probability of its seeming both is to include beautifully-phrased telling details from the book, something that the agent or editor is unlikely to hear from anybody else. To put it another way, what specifics can you use to describe your protagonist’s personality, the challenges he faces, the environment in which he functions, that render each different from any other book currently on the market?

Think back to the elevator speech I developed last week for PRIDE AND PREJUDICE: how likely is it that anybody else at the conference will be pitching a story that includes a sister who lectures while pounding on the piano, or a mother who insists her daughter marry a cousin she has just met?

Not very — which means that including these details in the pitch is going to surprise the hearer a little. And that, in turn, will render the pitch more memorable.

In a hallway pitch, of course, you don’t have the luxury of including more than a couple of rich details, but the 2-minute pitch is another matter. You can afford the time to flesh out the skeleton of your premise and story arc. You can, in fact, include a small scene.

So here’s a suggestion: take fifteen or twenty seconds of those two minutes to tell the story of one scene in vivid, Technicolor-level detail.

I’m quite serious about this. It’s an unorthodox thing to do in a pitch, but it works all the better for that reason, if you can keep it brief.

Do be specific, and don’t be afraid to introduce a cliffhanger — scenarios that leave the hearer wondering “how the heck is this author going to get her protagonist out of THAT situation?” work very, very well here.

Another technique that helps elevate memorability is to include as many sensual words as you can. Not sexual ones, necessarily, but referring to the senses.

The best way to find these is to comb the text itself. Is there an indelible visual image in your book? Work it in. Are birds twittering throughout your tropical romance? Let the agent hear them. Is your axe murderer murdering pastry chefs? We’d better taste some fois gras.

And so forth. The goal here is to include a single original scene in sufficient detail that the agent or editor will think, “Wow, I’ve never heard that before,” and ask to read the book.

There is a terrific example of a pitch with this kind of detail in the Robert Altman film THE PLAYER, should you have time to check it out before the next time you enter a pitching situation. The protagonist is an executive at a motion picture studio, and throughout the film, he hears many pitches. One unusually persistent director, played by Richard E. Grant, chases the executive all over the greater LA metro area, trying to get him to listen to his pitch. (You’re in exactly the right mental state to appreciate that now, right?) Eventually, the executive gives in, and tells the director to sell him the film in 25 words or less.

Rather than launching into the plot of the film, however, the director does something interesting. He spends a good 30 seconds setting up the initial visual image of the film: a group of protestors holding a vigil outside a prison during a rainstorm, their candles causing the umbrellas under which they huddle to glow like Chinese lanterns.

“That’s nice,” the executive says, surprised. “I’ve never seen that before.”

If a strong, memorable detail of yours can elicit this kind of reaction from an agent or editor, you’re home free! Give some thought to where your book might offer up the scene, sensual detail, or magnificently evocative sentence that will make ’em do a double-take.

Or a spit-take, if your book is a comedy. A good pitch for a funny book makes it seem entertaining; a great pitch contains at least one line that provokes a spontaneous burst of laughter from the hearer.

Which leads me to ask those of you whose works are still in the writing phase: are there places in your manuscript where you could beef up the comic elements, sensual details, elegant environmental descriptions, etc., to strengthen the narrative and to render the book easier to pitch when its day comes?

Just something to ponder. Keep up the good work!

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Book marketing 101: at long last, that three-line pitch! Or, this author and this agent walk into an elevator…

Welcome back to my ongoing series on marketing your work. For the past couple of weeks, I’ve been concentrating upon the constituent parts of an effective verbal pitch, but never fear, those of you who are not conference-bound — a great many of these tools can be used to improve your query letters, too. Just you wait and see.

But today, I am going to talk about what was considered the height of pitching elegance five or ten years ago, the 3-sentence elevator speech.

Yes, yes, I know: I’ve spent the last couple of weeks telling you at great lenght that 3-sentence speeches are vastly overrated as marketing tools for books — which they are, in most pitching contexts. Sometimes, though, they are indeed useful; I’ll be showing you when and how over the next couple of days.

So I would, contrary to what you may have been expecting, advise you to construct one prior to conference time. It’s just not going to be the primary pitching tool in your writer’s bag.

But I’m geting ahead of myself. Let’s begin with a definition.

Simply put, an elevator speech is a 3 – 4 sentence description of the protagonist and central conflict of your book. (A longish paragraph, in other words.) If the book is a novel, the elevator speech should be IN THE PRESENT TENSE.

It is not a plot summary, but an introduction to the main character(s) BY NAME and an invitation to the listener to ask for more details.

Yes, you read that correctly: the 3-sentence pitch you’ve been hearing so much about in conference circles lately is NOT a standard pitch for a book: it’s a lead-in to the actual pitch, a chance to show off your storytelling talent in the 30 seconds you might have with an agent in a hallway.

Thus the term elevator speech: it’s designed to be short enough to deliver between floors when a happy accident places you and the agent of your dreams together in the same lift. It’s not, contrary to common belief, intended to replace the fully-realized 2-minute pitch that agents and editors will expect you to deliver within the context of a formal appointment.

Although often, an agent in a hurry — say, one you have caught immediately after he has taught a class, or on his way into lunch — will not wait to hear the 2-minute version before asking to see pages. Which is the true mark of success for an elevator speech: it so intrigues the hearer that further pitching is rendered unnecessary.

But again, the elevator speech does not work in every context: it should be reserved for informal pitching opportunities. For a formal pitching session, you will be better off with a 2-minute pitch. (And don’t worry, I’ll be getting to that soon.)

“Wait just a minute,” I hear some eager pitchers out there cry. “You’re telling me to do twice the work I would normally need to do! The conference brochure I have in my hand tells me that I must give a 3-4 sentence summary of my book. Obviously, then, I can just stick with that, and ignore the 2-minute pitch. Besides, won’t agents and editors get mad at me if I break the 3-sentence rule?”

In a word, no — at least, not in a scheduled pitch meeting. That’s a rule set up by conference organizers, generally speaking; the 3-sentence pitch is not the standard of the publishing industry. And even at conferences where organizers are most adamant about it, it’s a guideline, not a hard-and-fast rule.

Oh, sure, if you went on for two or three minutes during a chance encounter over the dessert bar, the average agent’s plate of tiramisu might start to shake with annoyance after a minute or so. But that’s a matter of context. In the formal appointments, agents are often actually perplexed when writers stop talking after 20 seconds or so.

Because, you see, they don’t read the conference literature. They just know the norms of the industry.

To put it another way, do you really want to waste the other 9 1/2 minutes of your appointment by having prepared only 30 seconds about your book? But on the other hand, you don’t want to focus so much on the 2-minute formal pitch that you can’t take advantage of hallway pitching opportunities, do you?

In short, you’re going to want to prepare both. This is an industry that values flexibility and creativity, after all.

On to practicalities. Since brevity is the soul of both the elevator speech and the keynote, how are they different, you ask? Well, the elevator speech is roughly three times as long, for one thing. While the keynote is designed to pique interest in the conflict, the elevator speech is intended to elicit a response of, “Gee, that sounds like a fascinating story — I want to hear more.”

Although the purpose of both is to whet the literary appetite of the hearer, to get her to ask for more information about the book, the keynote can hit only one major theme. In the elevator speech, however, your task is to show that your book is about an interesting protagonist in a fascinating situation.

Your elevator speech should, in other words, establish book’s premise. It should answer the basic questions: who is the protagonist? What is the problem s/he faces, and how is s/he going to attack it differently than anybody else on the face of the earth?

Why stick to the premise alone? Simple: when you have someone’s attention for only thirty seconds, you don’t have time to explain the interesting backstory, the macabre subplot, how the plot’s major conflicts are resolved, that great twist about the long-lost half-sister, or how the villain gets dissoved in a vat of acid in the basement. You will just enough to identify the two or three primary elements and raise interest in your hearer’s mind about how you might resolve them in the book.

Was that giant slide-whistle I just heard the sound of all of you who have experienced the horror of trying to cram an entire book’s plot into three sentences realizing that you didn’t need to do it?

Yup. I wish someone had told me that before the first time I pitched, too.

An elevator speech should not be a summary. Actually, even in a screenplay pitch (which is where the 3-sentence format comes from, in case you’re curious; it’s foreign to the publishing industry), the writer is not expected to summarize the entire plot that quickly, merely the premise. To tell you the truth, the only people I have ever met who have expected writers to tell an entire story in three lines are pitching teachers and the conference organizers who write the directions in brochures.

So why is the demand that you limit yourself to three sentences so ubiquitous in conference brochures? Beats me. And what makes this phenomenon even stranger, at least from my perspective, is even screenplays are not really pitched in three sentences; they’re pitched in three beats. So what book writers are being told to do is not even accurate for the industry in which micro-pitches ARE the norm!

Curious about what three beats might sound like? I’m no screenwriter (nor do I play one on TV), but let me give it a try for one of the longest movies of my lifetime:

Beat one: An Indian lawyer in South Africa
Beat two: uses nonviolence to change unjust laws
Beat three: and then takes the strategy home to fight British rule.

Recognize it? It’s GANDHI. (In case you think I’m kidding about the expected shortness of movie pitches, here is the IMDb version: “Biography of Mahatma Gandhi, the lawyer who became the famed leader of the Indian revolts against the British through his philosophy of non-violent protest.” Mine’s shorter.)

Of course, more happens in the movie than this: it’s 188 minutes long, and it has a cast of — well, if not thousands, at least many hundreds filmed repeatedly. But if I had tried to summarize the entire plot, we would have been here until next Thursday.

Fortunately, an elevator speech for a book is not expected to be this terse: you actually can have 3-4 complex sentences, not just beats. But that does not mean, as is VERY common in the ostensibly 3-sentence pitches one actually hears at conferences in these dark days, three sentences with eight dependent and three independent clauses each. We’re not talking a page here; we’re talking a paragraph.

Seriously, I’ve heard many elevator speeches that — while technically three sentences in the sense that they contained only three periods — took longer than two minutes to say. While that may meet the letter of the 3-sentence rule, it clearly violates its spirit.

Let’s just clear that misconception up at the outset: the point in keeping it brief is TO KEEP IT BRIEF, not to play rules lawyer. If you can’t say your entire elevator speech within two regular breaths — no fancy yogi breathing techniques here, please — it’s too long.

Are you wondering how you’re going to accomplish this? Are you, in fact, seriously considering avoiding hallway pitches altogether, just so you don’t have to construct both an elevator speech and a 2-minute pitch?

A common reaction to meeting me, but don’t worry — I shall give you many, many practical tips on how to pull it off with aplomb, but for now, I’m going to leave you to ponder the possibilities until tomorrow. That way, you can brainstorm unfettered.

But do brainstorm about the best way to present your premise briefly. To give you a touch of additional incentive, I’ll let you in on a secret: once you have come up with an eyebrow-raising elevator speech, the process is going to help you improve your queries, too. Trust me on this one.

But I’m getting ahead of myself. Give it some thought, and keep up the good work!

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Book marketing 101: the formula for urbanity, or, the magic first hundred words

Okay, today is where it starts to get exciting. If you’ve been following my posts for the past couple of weeks, and doing your homework, you have already constructed several significant building blocks of your pitch. (You’ve constructed quite a bit of a good query letter, too, but I’ll come back to that after I’ve run all the way through the pitching cycle.)

Really, you’re to be congratulated; you’re already far more prepared to market your work than 90% of the writers who slink into pitch meetings. By now, you have determined your book’s category (June 15-19), identified your target market (June 20-21), come up with a few strong selling points (June 22, 23, and 25), and developed a snappy keynote statement (June 26-28).

To put all that in terms of gaining fluency in a foreign language, you’ve already learned enough to order a meal in a fancy restaurant in Publishingland. By the end of the next couple of posts, you’re going to be able to chat with the waiter.

Impossible, you say? Read on.

Today, I’m going to show you how to pull all of the elements you’ve already perfected together into the first hundred words you say to anyone you meet at a writer’s conference. With these first hundred words, even the shyest, most reclusive writer can launch into a professional-sounding discussion with anyone in the publishing industry.

And I do mean ANYONE, be it an agent or editor to whom you are pitching, a writer who is sitting next to you in a class, or the person standing next to you while you are dunking your teabag in hot water, trying to wake up before the 8 a.m. agent and editor forum.

Nifty trick, eh?

Once again, I must add a disclaimer about being an iconoclast: this strategy is an invention of my own, because I flatly hate the fact that the rise of pitching has made it necessary for people whose best talent is expressing themselves at length and in writing to sell their work in short, verbal bursts. I feel that pitching unfairly penalizes the shy, and doesn’t truly answer the question that agents and editors most need to know about an author: not can he speak, but can he write?

But since we’re stuck with pitching and querying as our two means of landing agents, we need to make the best of it. But — as some of you MAY have figured out by now — I don’t believe that just telling writers to compress their lives’ work into three sentences is sufficient preparation for doing it successfully.

Why do I think so? Over the years, I’ve watched hundreds and hundreds of stammering writers struggle to express themselves at conferences all over the country. Not just because pitching is genuinely hard, but also because they had blindly followed the pervasive pitching advice and prepared only three sentences — no more, no less — about their books. Which left them with precisely nothing else to say about it, or at least nothing else that they had polished enough to roll smoothly off their tongues.

Seriously, this happens all the time to good writers, squelching their big chance to make a connection with the right person to help their book to publication. Frequently, these poor souls forget even to introduce themselves prior to giving their official 3-line pitch; most of the time, they pitch without having told the agent what kind of book it is.

Which leaves the agent or editor understandably confused and frustrated. The results, I’m afraid, are predictable: a meeting that neither party can feel good about, and one that ends without a request to submit pages.

Frankly, I think it’s rather cruel to put well-meaning people in this position. There is certainly a place in the publishing industry for the three-sentence pitch — quite a significant place, about which I will tell you in the next few days — but there is information about you and your book that should logically be mentioned BEFORE those three sentences, so the agent or editor to whom you are pitching knows what the heck you are talking about.

In answer to that gigantic unspoken cry of, “What do you mean, I have to say something to an agent or editor BEFORE I pitch! I was told I had to prepare only three sentences, total, and I would be home free!” we all just heard, I can only reply: yes, yes, I know. I have literally never seen a conference brochure that gave advice on what to say BEFORE a pitch.

But the fact is, simple etiquette forbids charging up to a total stranger, even if you have an appointment with her, and blurting, “There’s this good actor who can’t get a job, so he puts on women’s clothing and auditions. Once he’s a popular actress, he falls in love with a woman who doesn’t know he’s a man,”

That’s a pitch for Tootsie, by the way, a great story. But even if you run up to an agent and shout out the best pitch for the best story that ever dropped from human lips, the agent is going to wonder who the heck you are and why you have no manners.

Mastering the magic first hundred words will transform you from the Jerry Lewis of pitchers into the Cary Grant of same. Urbanity is key here, people: ideally, both pitcher and pitchee should feel at ease; observing the niceties is conducive to that.

And not just for reasons of style; I’m being practical. Trust me, in the many, many different social situations where a writer is expected to be able to speak coherently about her work, very few are conducive to coughing up three sentences completely out of context. There are social graces to be observed.

So take it away, Cary.

The goal of my first hundred words formula is to give you a lead-in to any conversation that you will have at a writer’s conference, or indeed, anywhere within the profession. Equipped with these magic words, you can feel confident introducing yourself to anyone, no matter how important or intimidating, because you will know that you are talking about your work in a professional manner.

Whetted your appetite yet? Ready to learn what they are? Here goes:

”Hi, I’m (YOUR NAME), and I write (BOOK CATEGORY). My latest project, (TITLE), is geared toward (TARGET MARKET). See how it grabs you: (KEYNOTE).”

Voilà! You are now equipped to start a conversation with anybody at any writing event in the English-speaking world. These magic words — which, you will note, are NOT generic, but personalized for YOUR book — will introduce you and your work in the language used by the industry, establishing you right off the bat as someone to take seriously.

You’re welcome.

I have quite a bit more to say about when and where you might find yourself glad to have prepared the magic first hundred words, but I’m going to stop for today, to give it all a chance to sink in. More urbanity pointers follow, of course.

In the meantime, practice, practice, practice those first hundred words, my friends, until they roll off your tongue with the ease of saying good morning to your co-workers. They’re going to be your security blanket when you’re nervous, and your calling card when you are not.

Keep up the good work!

P.S.: Are there any Spokane-area residents out there planning to attend PNWA next month? If so, would you be interested in carpooling with another fine reader of this blog? Drop me a note via the comments function (don’t worry; I won’t post your e-mail address), and I’ll hook you up.

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Book marketing 101: your book’s selling points

Welcome back to my series on building the toolkit to construct a stellar pitch — or a brilliant query letter, for that matter. The essential skills are, after all, if not the same, at least closely related.

Note that I called them skills, and not talents. Contrary to popular belief, success in marketing one’s work is not entirely reliant upon the quality of the writing; it’s also about professional presentation. Which is, in fact, learned.

I cannot stress this enough: pitching and querying well require skills that have little to do with talent. No one is born knowing how to market a book — even me, and I grew up in a family of writing pros. As in any other business, there are procedures to learn.

I wish this were a more widely-accepted truth. Writers so often plunge into pitching or querying with sky-high hopes, only to have them dashed by rejection. But an unprofessional pitch or query letter is generally rejected on that basis alone, not upon the book concept or the quality of the writing. Until a book has been marketed properly, it’s virtually impossible to glean writing-related feedback from rejections at all.

So, onerous as it is, it truly behooves writers to start to think like marketers.

Today, I’m going to talk about a little invention of my own, a single page of selling points for the book to be pitched or queried. A really well-prepared list of selling points is like a really, really tiny press agent that can travel everywhere your manuscript goes.

What’s in this magic document? A page’s worth of single-sentence summaries of attributes (the book’s or yours personally) that make the book the best thing since the proverbial sliced bread.

And why bullet-pointed, rather than paragraphs? So you can retrieve precisely the piece of information you need at any given moment, without fumbling for it. Even if sweat is pouring down your face into your eyes and your heart is palpitating, you will be able to sound professional.

And that, my friends, is nothing at which to be sneezing.

Even if you are not planning to pitch anytime soon, it is still worth constructing your list of selling points. Pulling together such a document forces you to come up with SPECIFIC reasons that an agent or editor should be interested in your book.

Other than, of course, the fact that you wrote it.

I’m only partially kidding about this last point. Nonfiction writers accept it as a matter of course that they are going to need to explain explicitly why the book is marketable and why precisely they are the best people in the known universe to write it — that mysterious entity called platform. These are specific elements in a standard NF book proposal, even.

Yet ask a fiction writer why his book will interest readers, let alone the publishing industry, and 9 times out of 10, he will be insulted.

Why the differential? Well, as I mentioned earlier in the week, a lot of writers, perhaps even the majority, do not seem to give a great deal of thought to why the publishing industry might be excited about THIS book, as opposed to any other. Interestingly, many do seem to have thought long and hard about why the industry might NOT want to pick up a book: as a long-time pitching coach, I cannot even begin to tote up how many pitches I’ve heard that began with a three-minute description of every rejection the book has ever received.

Not only will constructing a list help you avoid this very common pitfall; it will also aid you in steering clear of the sweeping generalizations writers tend to pull out of their back pockets when agents and editors ask follow-up questions. As I mentioned earlier in the week, agents and editors tend to zone out on inflated claims about a novel’s utility to humanity in general (although if your book actually CAN achieve world peace, by all means mention it) or boasts that it will appeal to every literate person in America (a more common book proposal claim than one might imagine).

In short, the selling point sheet prevents you from panicking in the moment; think of it as pitch insurance. Even if you draw a blank three sentences into your pitch, all you will have to do is look down, and presto! There is a list of concrete facts about you and your book.

”Yeah, right,” I hear the more cynical out there thinking. “What is it, a Ginzu knife? Can it rip apart a cardboard box, too, and still remain sharp enough to slice a mushy tomato?”

Doubt if you like, oh scoffers, but his handy little document has more uses than duct tape — which, I’m told, is not particularly good at mending ducts. How handy, you ask? Well, for starters:

1. You can have it by your side during a pitch, to remind yourself why your book will appeal to its target market.
2. You can use it as a guideline for the “Why I am uniquely qualified to write this book” section of your query letter.
3. You can add it to a book proposal, to recap its most important elements at a glance. (My agent liked the one I included in my memoir proposal so much that she now has her other clients add them to their packets, too.)
4. You can tuck it into a submission packet, as a door prize for the agency screener charged with the merry task of reading your entire book and figuring it out whether it is marketable.
5. Your agent can have it in her hot little hand when pitching your book on the phone to editors.
6. An editor who wants to acquire your book can use the information on it both to fill out the publishing house’s Title Information Sheet and to present your book’s strengths in editorial meetings.

Your list of selling points can include market information, trends, statistics, high points in your background — anything that will make it easier to market your book. Why are you the best person in the universe to tell this story (or to put it another way: what’s your platform?), and why will people want to read it?

Those of you wise to the ways of the industry are probably already thinking: oh, she means the items on my writing résumé. (And for those of you who do not know, a writing résumé is the list of professional credentials — publications, speaking experience, relevant degrees, etc. — that career-minded writers carefully accrue over the years in order to make their work more marketable.)

Yes, list these points, by all means, but I would like to see your list be broader still: 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.

So it’s time for a good, old-fashioned brainstorming session. Think back to your target market (see the posts of the last two days). Why will your book appeal to that market better than other books? Why does the world NEED this book?

Other than, obviously, the great beauty of the writing. As I pointed out yesterday, even the most abstruse literary fiction is about something other than just the writing — so why will the subject matter appeal to readers? How large is the book’s target demographic? And 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?

Remember, the function of this list is ease of use, both for you and for those who will deal with your book in future. Keep it brief, but do make sure that you make it clear why each point is important. Possible bullet points include (and please note, none of my examples are true; I feel a little silly pointing that out, but I don’t want to find these little tidbits being reported as scandalous factoids in the years to come):

(1) Experience that makes you an expert on the subject matter of your book. This is the crux of a NF platform, 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 fiction writer: 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 has a doctorate in particle physics from the University of Bonn, and thus is eminently qualified to write on atomic bombs; Charlton Heston holds 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?)

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. Another good one from the standard platform list. 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.

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 feel some of you tensing up out there, but never fear: if you have few or no previous publications, awards, writing degrees, etc. to your credit, do not panic, even for an instance. There are plenty of other possible selling points for your book — but of that array, more follows next time.

Keep up the good work!

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Book marketing 101: identifying your work in terms the entire industry can understand

Yesterday, I warned you that my approach to pitching is a TEENY bit unorthodox. Contrary to the prevailing wisdom, I believe that the definition of pitching successfully is not merely being able to cram an entire 400-page book into three sentences and spit it out coherently.

Instead, I define pitching success as the ability to speak fluently and persuasively about a book in terms that make an agent or editor likely to say, “Gee, I’d like to read that. Please send me the first 50 pages right away.” I define a pitch’s success by its results, not its conformity to a pre-set model to be used in all instances.

I know: radical. But thinking of it this way makes it far, far easier to make it through the pitch preparation process, I find: instead of grumblingly adhering to an evidently arbitrary and difficult standard of presentation, you’re gearing up to have all of the marvelously fulfilling conversations of the rest of your life as a professional writer.

Much nicer to wrap your brain around, isn’t it?

Now that you are prepared for my advice to be a bit offbeat, I am not afraid to shock you with my first unorthodox suggestion: DON’T start the pitch-prepping process by sitting down and trying to summarize your book. Instead, let your first step be figuring out where your book would be placed on the bookshelves of Barnes & Noble, Borders, or a similar chain bookstore.

And no, I don’t mean just in fiction, alphabetically. In a marketing display, what kind of books would be grouped around it? How would it be placed so as to suggest that if the potential buyer liked book X, he would probably be interested in your book as well?

Once you know where the pros would envision your book selling best, you will have both an infinitely easier time pitching AND finding agents to query. Suddenly, those cryptic lists of book types in agents’ guides and opaque conference bio blurbs will spring to life for you.

Unfortunately, writers often do not do their homework in this respect — and believe me, from the pros’ perspective, it shows. The industry defines types of books far more specifically than writers tend to do — and no agent represents every kind of book. The sad fact is, the vast majority of aspiring writers out there have only a vague idea of how their books would be marketed to booksellers.

Yet the FIRST question any editor would ask an agent about a book, or a committee would ask an editor, or a book buyer would ask a publishing house’s marketing department is, “What’s the book category?” The book category is in fact the industry shorthand for where a book should be directed in order to sell, at every level.

Before I launch into how to figure out where your book belongs, let’s take a look at how the average pitcher deals with this primary question, and why the standard response tends not to impress agents and editors very much. In the first place, writers often mishear the question as, “So, what is your book about?” rather than what it is, a straightforward question about marketing. Thus, they all too often give exactly the same response they would give anybody who asked the more general latter question at a cocktail party:

“Well (gusty sigh), it’s a novel…mostly, it’s women’s fiction, but I guess it’s also suspense, with thriller elements. And the writing is definitely literary.”

I hate to be the one to break it to you, but to an agent or editor, this kind of response sounds EXACTLY like that noise that Charlie Brown’s teachers used to make: “Wah wah wah wah waagh…”

To put it bluntly, agents and editors think about books as products, rather than merely as works of art or expressions of the inner workings of the writers’ souls. And as products, agents need to sell books to editors, and editors to editorial committees, and marketing departments to distributors, and distributors to bookstores, and bookstores to readers. And I assure you, a vaguely-defined book is much harder to drag through that process.

So it’s an excellent idea to tell them up front — as in both your pitch and the first few lines of your query letter — what kind of book it is. But in order to make sense to people in the industry, you need to speak their language: pick one of their recognized categories.

In other words, don’t just guess, don’t hyphenate, and don’t make up a category.

How do you know where to start? Take a gander at the back jacket of most hardcover books: you will find, usually in either the upper left corner or just above the barcode, a one- or two-word description. That is the book category.

Now, think about your book. Can you come up with, say, 3-5 titles that are similar to it in subject matter, tone, approach, voice, etc? Once you have your list, go to a bookstore (either physically or online) and see where those books are housed. That is, most likely, where your book would be categorized, too.

You can also go through the generally accepted categories and see what intuitively seems like the best fit. Here is the list for fiction:

Fiction (a.k.a. Mainstream Fiction), Literary Fiction, Historical Fiction, Futuristic Fiction (that is not SF. The usual example is THE HANDMAID’S TALE.), Adventure Fiction, Sports Fiction, Contemporary Fiction; Women’s Fiction, Contemporary Women’s Fiction, Chick Lit, Lady Lit, Lad Lit; Romance, Category Romance, Contemporary Romance, Historical Romance (designate period), Paranormal Romance, Romantica, Erotica, Inspirational Romance, Multicultural Romance, Time Travel Romance; Science Fiction, SF Action/Adventure, Speculative SF, Futuristic SF, Alternate History, Cyberpunk; Fantasy, Dark Fantasy, Comic Fantasy, Epic Fantasy; Horror, Paranormal, Vampire Fiction; Thriller, Spy Thriller, Suspense, Romantic Suspense; Mystery, Police Procedural Mystery, Legal Mystery, Professional Mystery, P.I. Mystery, Psychological Mystery, Forensic Mystery, Historical Mystery, Hardboiled Mystery, Cozy Mystery, Cops & Killers Mystery, Serial Killer Mystery, British Mystery, Noir, Caper; Western; Action/Adventure; Comics; Graphic Novel; Short Stories; Poetry; Young Adult, Picture Book, Children’s, Middle Readers.

Pick one for your novel. Specifically, pick the one that comes CLOSEST to where you envision the book being shelved in a big bookstore. But whatever you do, NEVER tell anyone in the industry that you have a “fiction novel” – this is a very, very common pet peeve amongst agents and editors. By definition, a novel IS fiction, always.

For NF, the accepted categories are: Entertaining, Holidays, House & Home, Parenting & Families, How-To, Self-Help, Pop Psychology, Pop Culture, Cookbook, Narrative Cookbook, Food & Wine, Lifestyle, Medical, Alternative Medicine, Health, Fitness, Sports, Psychology, Professional, Engineering, Technical, Computers, Internet, Automotive, Finance, Investing, Business, Careers, Memoir, Autobiography, Biography, Narrative Nonfiction, Historical Nonfiction, True Crime, Law, Philosophy, Religion, Spirituality, Travel, Travel Memoir, Outdoors & Nature, Essays, Writing, Criticism, Arts, Photography, Coffee Table, Gift, Education, Academic, Textbook, Reference, Current Events, Politics/Government, Women’s Studies, Gay & Lesbian (a.k.a. GLBT).

Yes, I’m running through these quickly, but do not despair: the major genre’s writers’ associations tend to provide precise definitions of each subgenre on their websites, and I have gone over all of the standard categories individually under the BOOK CATEGORIES section at right.

And yes, one does occasionally see other categories listed on book jackets. Naturally, there are new categories popping up all the time, a side effect of the expansive creative impulse of the human mind. That doesn’t mean, however, that you should make one up.

Generally speaking, it’s safer to pick one of the standards rather than to insist upon a category that has only been introduced recently: if it’s too new, the agent or editor to whom you are pitching may not yet be aware of it yet. (It happens.)

Trust me, if you are off just a little, an agent who is intrigued by your work will nudge you in the right direction, rather than writing you off because you picked the wrong sub-category. In fact, it’s not at all uncommon for an agent to sign a writer and then say, “You know, Ghislaine, I think your book would sell better as women’s fiction than mainstream fiction. Let’s market it as that.”

And if Ghislaine is a savvy writer, she won’t immediately snap back, “Why is it women’s fiction rather than mainstream — because the author possesses ovaries?” (Not all that an uncommon an underlying reason for the choice, actually; some of my work has been categorized that way on apparently no other pretext.) Instead, market-ready writer that she is, she will respond, “If you think it’s a better idea, William. But do you mind explaining the logic to me, so I may consider it when I’m writing my next novel?”

THAT, my friends, is language the entire industry understands. This is a business where finesse definitely counts.

When in doubt, pick the more general category. Or at any rate, the more marketable one. It increases your chances of your work sounding to an agent like something that will sell. (And for those of you out there sporting ovaries: women’s fiction is far and away the best-selling fiction category. It’s something of a misnomer, because the vast majority of fiction buyers in North America are women, but hey, I don’t make up the lingua franca; I just speak it.)

If you truly get stuck, here is a sneaky trick: go to a well-stocked bookstore and track down a friendly-looking clerk. Describe your book to her in very general terms, and ask her to direct you to the part of the store where you might find something similar. Then start pulling books off the shelf and examining their back covers for categories.

Hint: don’t be too specific, and don’t mention that you wrote the book you are describing. “My favorite book is a suspenseful romantic comedy about murderous contraltos set in the Middle Ages — would you have anything close to that?” tends to yield better results than, “I’m looking for a book about an opera diva who lives in 9th-century Milan, has scores of amorous misadventures, and strangles her conductor/lover. Where would I find that in your store?” The latter is more likely to yield a puzzled shrug than useful directions.

Repeat in as many bookstores as necessary to start seeing a pattern in where you’re being advised to look. That location is where your book is most likely to be shelved.

Yes, this process can be a pain, but stating your category up front will simply make you come across as more professional, because it’s the way that agents and editors talk about books. Agencies do not impose this requirement in order to torment writers, you know; the category you pick will determine to a very great extent whether any given agent or editor will be even remotely interested in your work.

Because yes, Virginia, there are professionals who will simply not read a query or listen to a pitch unless it is for a book in one of their pre-chosen categories.

Agents and editors LIKE making snap judgments, you see. It saves them time. Sorry.

To put a more positive spin on the phenomenon, think of it this way: if you tell an agent immediately what kind of book you are pitching, the busy little squirrels in her brain can start those wheels spinning toute suite, so she can instantly start thinking of editors to whom to sell your book. And that is precisely what you want them to be doing, right?

If you’re still a bit confused, don’t panic: tomorrow, I shall delve into fine-tuning your selection. In the meantime, keep up the good work!

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Book marketing 101: Help! I’m going to be pitching at a conference!

It’s that charming-but-disorienting time of year again, campers: time for so many of us set our manuscripts aside in favor of such light-hearted feats as walking into a room with 150 strangers in it and striking up meaningful conversations, sitting through six hours of craft classes a day, and trying to compress a 400-page book into a 2-minute speech.

I refer, of course, to writers’ conference season, when hope flares to the sky — followed closely by writers’ blood pressure.

Ah, we writers walk into conferences with such high expectations and nervous stomachs, don’t we? The average conference-goer’s wants are fairly hefty: to meet the agent of his dreams, who will fall flat on the floor with astonishment at his pitch and sign him on the spot; for an editor at a major publishing house to be so wowed that she snaps up the book practically before the writer finishes speaking, and to be whisked off to New York immediately for literary cocktail parties and glowing adulation. Can the New York Times’ bestseller list and Oprah’s book club be far behind?

It’s a lovely dream, certainly, but this is not what actually happens. Even to writers who actually ARE pitching the next DA VINCI CODE.

I’m absolutely serious about this. In actuality, no credible agent will sign a writer before having read the book in question; all of the major U.S. publishing houses have strict policies against acquiring books from unrepresented writers, and even agented works often circulate for months or more before they are picked up by publishers. Furthermore, there is generally at least a year-long lapse between the signing of a book contract and when that book appears in bookstores.

Translation: even authors of brilliant, super-marketable books do not typically experience the conference fantasy treatment. At most, a great book well pitched will garner an array of, “Gee, that sounds terrific. Send me the first 50 pages,” requests. Months often pass between initial pitch and requests to represent.

It’s important to realize that going in; otherwise, pitching at a conference will almost inevitably feel like a tremendous letdown — or, still worse, like a sight-unseen review of your writing talent. Realistic expectations can save you a lot of grief — and I say this as a writer who DID land her agent through a conference pitch, had offers from several agents, AND had a book contract in hand six months thereafter. I can safely say that all might not have happened had I not done my pre-conference prep.

So, what would be a realistic set of goals for a conference? Basically, to be able to use the conference to skip the very annoying and time-consuming querying stage and jump directly to a request to read your manuscript.

Thus, pitching your work to at least one agent who has a successful track record representing books like yours would be a great goal — and having at least one agent ask you to mail a submission would be even better. As would having an editor who is empowered to pick up new writers ask to see part or all of the book, or pitching to every publishing professional at the conference who deals in your kind of work.

And let’s not forget the less marketing-oriented goals, such as learning a great deal from good seminars. Or — and many conference-goers forget to add this to their to-do lists — making connections with other writers, established AND aspiring, who write what you do. Support groups don’t just happen, you know; they are built.

If you can pull any or all of that off, you will have achieved conference success. Not as sexy as the fantasy version, I know, but eminently do-able — and definitely worthwhile for your writing career. After all, skipping the querying stage can cut years from your agent search; think of every pitching opportunity as one less raft of a dozen query letters you are going to have to send out.

Your chances of pitching successfully, however, will be SUBSTANTIALLY higher if you do a bit of prep work before you go. But never fear: for the next month, I shall be guiding you though the steps you need to take in order to walk in confident and prepared.

Fringe benefit: these steps are very useful to marketing any book, anywhere, anytime. If you invest the time in them, you will not only be able to pitch your work verbally; you will be able to talk about it like a pro AND transplant your pitch to your query letters.

That’s why I’m calling this series Marketing 101: it’s going to be a crash course in getting your book concept (not your book itself) ready to meet the professionals.

You can do this.

The first step to a successful pitch, like a successful query, is to be familiar with the work of the person to whom you will be pitching. Find out what that agent has sold lately; find out what that editor has bought. Find out, in short, who at the conference would be receptive to you and your book, so that you may know which to approach and pitch.

This will involve some research on your part — which is why I am mentioning this at the BEGINNING of this series, and not toward its end.

Why bother, if you already have a pitch appointment, you ask? Well, since this seems to be my day for bursting bubbles, I’ll tell you: it’s far from uncommon for writers to be assigned to pitch to agents who do not represent their kinds of books at all.

Yes, you read that correctly. As anyone who has ever endured the agony of a mismatched pitch appointment can tell you, if your book falls outside the agent or editor’s area of preference, it doesn’t matter how good your pitch is: they will stop you as soon as they figure out that your book is categorically not for them. No amount of argument is going to help you at that point, so advance research is a very, very good idea.

I know, I know: it’s kind of cruel, isn’t it? But in fairness, conference organizers very frequently do not have enough information about prospective attendees to make a good match; most of the time, they simply rely upon the writers’ expressed preferences or — sacre bleu! — assign appointments randomly.

This means, unfortunately, that it is up to the conference attendee to check up on the agents and editors, over and above their blurbs in the conference program. Even those bear double-checking: as my long-time readers already know, the blurb agents and editors write about themselves is not always the most reliable indicator of the type of work they represent. (It’s not that they’re trying to be misleading; most just reuse their standard bio blurbs, which tend not to be updated all that often.)

So it’s worth your while to check the agents’ websites, standard agents’ guides, Preditors and Editors, the Absolute Write water cooler, and anywhere else that you would normally go to check out an agent you were planning to query. You need to find out who these people are and what they represent.

I hear you groaning: yes, this IS every bit as much work as finding an agent to query. You don’t want to end up pitching to the wrong agent, do you?

Do be aware that since there is usually a significant time lag between when an agent signs an author and when the book hits the shelves (see above), it may be difficult to track down client lists for some agents. This does not necessarily mean that they are not active. The Publishers Marketplace database tracks sales as they happen AND provides client lists, so it’s a great place to check. This site does require a subscription ($20/month), so you might want to grab some of your writing friends and pool the expense.

If you can’t find evidence that the agent to whom you are assigned to pitch is actively representing your kind of book, don’t be afraid to ask to switch appointments. Most of the time, conference organizers will honor this request — but they’ll usually be happier about it if you can suggest an alternative agent for an appointment.

That’s why it’s an excellent idea to check out ALL of the agents scheduled to attend a conference (there’s usually a list on the conference’s website), not just to one to whom you’ve been assigned. Ideally, you will want to try to pitch to anyone who might conceivably be a reasonable fit. And if none of the scheduled agents represent your kind of book, you should think very seriously about taking your conference dollars elsewhere.

Yes, having to do this level of background research is kind of a pain, but if it saves you even one wasted pitch, it’s definitely worth it. The more information you have, the more likely you are to find your best fit.

(And that, in case those of you new to the blog were wondering, is why last year I blogged extensively on each of the agents and editors scheduled to attend my local conference. I think writers have a right to know to whom they will be pitching — and as an editor, I was already subscribed to the relevant databases. Just trying to save my readers some grief, and some dosh.)

Doing your homework maximizes the probability that you will be pitching to someone who can help you get published — and not someone who will stop you three sentences in to say, “I’m sorry, I don’t represent that kind of book.”

Remember, not all agents are the same, any more than all editors are; they have both professional specialties and personal preferences. It doesn’t make any more sense to pitch sensitive coming-of-age literary fiction to an agent who concentrates primarily on thrillers than it does to query a NF agency with a novel, does it?

Much, much more on conference prep and marketing follows in the days to come; after all, no one is born knowing how to market a book. These are learned skills. Don’t let the process intimidate you, and keep up the good work!

Posted on - No Comments on More faux pas: making it easy to help you

More faux pas: making it easy to help you

My series on industry etiquette is beginning to wind to a close, and reading back over it, I realized that it does sound as though agents just sit around, waiting to be insulted by aspiring writers. That’s not really the case, actually: it’s just that the competition for their scant attention is so fierce that the costs of walking away from a gifted writer who is even just a bit rude are minimal.

I think agents everywhere should forgive us, however, if from the rejected writer’s point of view, though, the distinction between being very easily turned off, inordinately picky, and aching to be insulted sometimes look very similar indeed.

My hope in running through some of the major faux pas is to make sure that none of my readers inadvertently give them an excuse to don those walking boots. Since I’ve been concentrating so much lately on what you SHOULDN’T do, though, I wanted to devote some time today talking about what you SHOULD, to talk about how to be polite rather than how to avoid being impolite.

To that end, I am going to share an extremely important piece of writerly advice, one that I learned from established authors in my wayward infancy, even before I knew my way around a keyboard:

Make it as easy as humanly possible for folks in the industry to help you.

Seems kind of self-evident, doesn’t it, stated baldly like that? But honestly, aspiring writers don’t practice it enough.

Oh, most of us send the requisite SASEs with our work — a courtesy which, incidentally, is regarded by the industry as a convenience for the writer, not for the agent or editor, a way to assure that the manuscript in question did not just float into a black hole somewhere, never to be seen again. The theory that SASEs are an insidious means of forcing writers to pay postage on their own rejections is exclusive to writers’ minds.

However true it may be.

There are other little courtesies that make it easier for the agent to respond, of course. Back in my querying days, I would habitually enclose a business-size SASE in addition to the manuscript-sized one whenever an agent asked for a partial manuscript, to make it a snap to ask for the rest of the book.

These days, one is much more likely to hear back via e-mail, or even phone, so a great way to make it easy to say yes to you is to include your e-mail address and phone number prominently in your cover letter.

I would also — as intrepid and clever reader Janet mentioned doing in a comment a few weeks back — include a stamped, self-addressed postcard, to make it easy as pie for an agency to let me know that it had received my submission. To render the process a little more fun, I used to enliven mine with checkboxes: “Yes, the manuscript arrived in one piece on (date),” “No, the manuscript was mauled by the post office in transit; please send again,” and “Only this postcard arrived intact.”

No one ever checked anything but the first, of course, but at least I amused a screener or two, and I had physical evidence that my manuscript had indeed reached its desired destination. More to the point, I made it clear to the agency screeners that I was taking responsibility for getting my work to them promptly and in one piece — and demonstrated that if something went wrong in transit, I wanted to know about it so I could make it right.

I was, in short, showing that I would be easy to help once they signed me.

Similarly, when asking for feedback from a first reader, I like to include a set of questions I would like answered with the manuscript. That way, the first reader does not need to second-guess what kind of feedback I want. It tells the reader up front that instead of waiting defensively for critique, I am welcoming it.

Again, I was signaling that I would be easy to help.

Can you see this one coming? Chant with me now the sensible mantra of anyone who wants to do a little climbing within the industry:

Make it as easy as humanly possible for any agent with whom you have contact to help you.

Again, seems self-evident in theory, but it’s not often put into practice. After all, we writers reason, we’re being judged on our writing at the agent-finding phase, not our manners, right? No one sends off a query with the intention of carrying off the Miss Congeniality prize.

Of course, talent alone SHOULD be enough to open the door to success — but honestly, you would be amazed at how many query letters and pitches come across as calculated to make sure that the quality of the writing is the ONLY criterion that could possibly explain acceptance, as if coasting into a professional relationship on the wheels of personal charm were somehow cheating one’s muse.

Seriously, many queries and pitches are downright truculent, or even actually hostile. And half the time, writers do not even seem aware that they are coming across that way. But take a look at some common first impressions agents receive:

Misguided approach 1: Norbert has been working on his novel for a number of years. Having tried his luck at a few small presses, he finds to his chagrin that none of the major publishing houses will even look at an unagented manuscript. His heart sinks when he realizes that he is going to have to invest still more of his precious writing time in finding an agent.

Disgruntled, he sits down at his keyboard to compose his first round of queries. “Since it is impossible to get a fiction publishing contract anymore without an agent,” he writes, “I am writing to see if you will be willing to represent me.”

Okay, what did Norbert do wrong — so wrong, in fact, that few agency screeners would bother to read beyond this tragic first sentence?

While it may seem a trifle unfair to stop reading simply because Norbert has stated a fact about the current state of the publishing industry, from an agency reader’s POV, he is taking his frustration out on the agency for a situation for which the agency is not responsible. It is certainly to agents’ advantage that they have become the gatekeepers of the industry, but the decision to limit how publishing houses accept submissions was the publishers’ decision, not the agents’.

It is human nature to resent being blamed for other people’s actions, but that is not the only reason Norbert’s approach is unlikely to yield positive results. Agents are looking for writers with whom it will be easy to work, and beginning the relationship with what they perceive as whining about necessity — hey, it’s their perception, not mine — does not, in their eyes, convey a cheerful, gung-ho willingness to adapt to the rigors of the publishing world.

They’d rather deal with someone who doesn’t lambaste them. Go figure.

Actually, agents have good reason to be cautious about writers’ attitude problems, you know. Contrary to common belief amongst unagented writers, a writer can seldom simply hand his book to his agent and walk away, confident that it will be sold. Especially a first book. Even if the agent loves a book to pieces, she usually will want changes to it before she begins to market it to editors, to make it easier to sell. A client who complains at every step is going to be harder to handle at this stage, as well as later on, when the manuscript is circulating amongst agents.

Harder how, you ask? Pick up any of the standard agents’ guides, and check out what they almost universally say about nightmare clients: ones who call and e-mail constantly for reassurance, rather than letting their agents get on with the serious business of selling their work.

Norbert’s mistake, then, is that he gave the impression in his query letter that his attitude toward the agency’s role in the publication process would make it hard for the agent to help him succeed. Given a choice, virtually any agent would prefer to help someone who would not bring that anger to the table.

No matter how well-justified that anger might be.

Of course, not all aspiring writers are as up front as Norbert is about his issues. Some prefer to air the ways in which they will be difficult to help indirectly. Tomorrow, I will tell you their sad tales.

In the meantime, take a few minutes to glance over your query letter: does it make you sound like a writer who is going to be hard to help along the path to publication, or like one who would be, if not always a joy, at least a professional who understands that the road is often hard?

It’s worth giving some thought. And, of course, keep up the good work!

Posted on - 5 Comments on A final word on queries

A final word on queries

How did everyone’s query letter do in the countdown? Well, I hope. If you find yourself in perplexity about some aspect of the missive, feel free to ask questions via the comments function, below. (But please, I implore you, do NOT just e-mail me your query letter. I’m swamped.)

Before I sign off on the topic of querying for the time being, in order to retackle contest entries with renewed enthusiasm, however, I want to speak today about the extraordinarily difficult task of keeping yourself from stressing out while your queries are wending their way through agencies thither and yon.

Keeping your spirits up is very seldom addressed in your average querying class, is it? And in most how-to publications out there, the implication is that since the advice contained therein will elevate your query letter from rejectable to irresistible in a few easy steps, there is no need to consider the possibility that a good writer might have to send quite a few of them out.

Frankly, I think this attitude – although probably meant to be chock-full o’ positive vibrations for your success – actually makes it harder for writers going through the querying process.

I wondered for a very long time where aspiring writers got the rather fantastic idea that talent is always recognized instantaneously, as if there were a special angel who did nothing all day but assure that any gifted writer’s copy of GUIDE TO LITERARY AGENTS would automatically fall open to the perfect fit. And then I started listening to the bigwig writers who spoke at the conferences where I was teaching. Turns out, conference speakers tend to be huge proponents of the notion that Somebody Up There sees to it that the gifted don’t have to query more than a handful of times.

While it would be easy to dismiss this attitude as self-aggrandizement – “You, the audience, may be struggling to get your work a fair reading, but I, the speaker, am so brilliant that agents appeared on my doorstep as soon as I printed out the first draft” – I don’t think that’s actually what’s behind this kind of assertion. I think that often, by the time a writer is prominent enough to be asked to speak (particularly to give a keynote speech) at a major conference, he tends to have landed his agent so long ago that the writing market has completely changed in the interim.

So, effectively, unless the speaker is unusually devoted to helping aspiring writers and is still in the trenches like yours truly, trying to assist others to get published, the story he is likely to tell will bear about as much resemblance to what a querier can expect now as your grandparents’ stories about their high school years bore to yours.

Wanna hear my father’s story about the first time he sat in a car? It was a Model A. Think that helped me learn to drive?

This was brought home very forcefully to me this fall, when I was teaching at a small conference packed to the gills with exceptionally talented writers who had made their names between 10 and 40 years ago. When asked about how to land an agent, these well-meaning souls to a man muttered the usual truisms about how good writing always finds a home, and all you really have to do is get someone to read it.

Which, to a writer new to the game who is at all savvy to the current hyper-competitive environment at agencies, could be heard very much as, “I’m all right, Jack; I’ve got mine.” Not overwhelmingly helpful, as guidance goes.

Then one of the writers I have admired for a very, very long time stepped up to the podium. She’s probably 15 years older than I am, which is to say that I estimated that she had hooked up with her agent just about the time when it started getting genuinely hard for good writers to find representation. The timing had a lot to do with the rise of the personal computer, by the way, and even more with the later rise of the internet: once writers did not have to laboriously retype or expensively photocopy every manuscript submitted, submissions to agencies went up exponentially; once writers could research agencies on the web, queries burgeoned.

In any case, I was in great hopes that this author, unlike the other speakers, would have a life story that might parallel the conference attendees’ struggles enough to be instructive. No such luck, alas: it turned out that she had been in an MFA program…

Lost you already, hasn’t she?

…and she went to a conference and made friends with an editor because she was crying over something. The editor read “the only good short story I had written so far,” introduced the writer to her best friend…

Uh-oh.

…who happened to be an excellent agent, and snapped her up immediately. Thus, the writer had never queried at all.

Well, that was helpful, wasn’t it?

Seriously, I think these types of stories depress writers who are querying now; they give new life to that old myth that real talent is always recognized instantly. In the current market – and actually, for most of the last 15 years since that lecturing writer had an agent magically fall into her lap like Newton’s apple – that just hasn’t been the case.

Trust me on this one: you will be a MUCH happier camper if you reconcile yourself NOW to the notion that you will probably need to send out dozens (and dozens, and maybe even dozens) of query letters before you land an agent – and that this most emphatically does NOT mean you are without talent, or that the publishing world is hostile to your work.

Once you accept that reality, sending out one letter at a time just seems, well, kind of silly, doesn’t it? If you’re going to need to get your work under many noses, it only makes sense to send out quite a few queries at a time. Not so many that you can’t keep track of who wants what, of course, but enough that when you hear back from one, you have others out there.

I’ve said it before, and I’ll say it again: it’s emotionally FAR easier to keep a query cycle going than to start one from scratch. Especially if you are starting from scratch immediately after the agent of your dreams has just sent you a form-letter rejection. Many queries equal many possibilities: cumulatively, they help keep hope alive.

And anything that keeps hope hoppin’ is not something at which a writer should be sneezing, in this market.

Also, one-at-a-time querying is inefficient. This is an industry where tastes change in a matter of months, sometimes even weeks. If it takes you a year to query ten agents, it’s not beyond belief that by the end of that time, what the first agent is looking to acquire will have changed completely.

Seriously. I’ve seen it happen.

Let me knock another common writers’ conference truism on its nasty little head before anyone brings it up: it’s just not true that agents become angry if you submit to more than one of them at once. That was true in older, slower times, but frankly, it hasn’t been widely true since the Reagan Administration.

The FIRST Reagan Administration.

True, one occasionally does see notations in the standard agents’ guides stating that a particular agency prefers exclusive submissions. You know why that’s there? Because the expectation of exclusivity is so rare in the industry now that unless it is stated baldly up front, the assumption is that every agent on the planet accepts simultaneous submissions.

So there. Query early, query often, and don’t you dare conclude that no one wants your book until you’ve queried a hundred agents – and even then, make sure it’s your book that’s getting rejected, and not just your query letter.

Tomorrow, we shall rejoin our series on contest entries, already in progress. In the meantime, keep up the good work!

Posted on - 6 Comments on Your query letter, part VII: for the lack of a poetic moniker, the other stuff

Your query letter, part VII: for the lack of a poetic moniker, the other stuff

For the last few days, I have been going through a checklist of questions a prudent querier should ask herself before popping that missive (plus SASE, of course) into the mail. As I’m sure the sharper-eyed among you have noticed already, I am being a trifle repetitious in this series overall, not my usual style. Bear with me on this one, long-time readers: this information is so very important to the success of all you queriers out there that I really want to hammer it home.

Yes, there are many, many, MANY sources out there advising how to craft a query letter, much of it contradictory; I assure you, I am not claiming to be the final authority on it. However, I do have a very successful track record handling queries, both for my own work and my editing clients’, so I have quite a solid idea of what definitely will NOT work. So even if you have read so many pieces of advice on querying that you think that if you read another, you will go stark, raving mad like that poor man in BELOVED, you might want to cast your eyes over this list.

After all, even the best writer in the world is not born knowing how to pitch her work, is she?

So, query in hand, ask yourself the following questions. Yes, some of them are pretty elementary, but better that I mention here than even a single reader out there makes what is often a fatal mistake, right?

(11) Have I mentioned the book’s genre and/or book category?

Told you some of these would be elementary, right? You’d be surprised at how few query letters even mention whether the work being pitched is fiction or nonfiction.

This is a business run on categories: pick one, and use some of your precious query letter space to state it outright. Because there’s just no getting around the fact that in order to get your book published, any agent currently residing on the planet will have to tell any editor in the business what genre your book falls into — thus, it is really helpful if you are clear about it upfront.

As I mentioned the other day, a lot of writers think they can fudge genres by listing several: comic romance, spiritual how-to, women’s thriller. Logically, these hybrids may make sense, but if a composite category isn’t already quite well established (paranormal romance, for example), it looks wishy-washy to professional eyes.

The one exception: Literary/Mainstream Fiction. This one is okay, because honestly, no one is really sure where precisely the dividing line between the two categories lies, and occasionally (very occasionally), very literary works have huge mainstream appeal.

(12) Have I avoided using clichés?
I would go so far as to list this as a general axiom: NEVER USE A CLICHÉ IN YOUR SUBMISSIONS, at any stage. Especially not in your query letter.

I used to think this one was self-evident, but after years and years of reading aspiring writers’ queries with an eye to punching them up, I have been proven wrong. A LOT of query letters (and synopses, and contest entries) feature ostensibly humorous references to clichés. I blame television for this: the sitcom (and Saturday Night Live) have led all too many to believe that sheer repetition of a phrase (“You look mabalous,” anyone?) renders it amusing.

All too many are wrong. Just because your coworkers will chuckle when you quip, “Where’s the beef?” (okay, so maybe you coworkers in the mid-1980s would have), it doesn’t mean that the phrase — or truism, or malapropism — is going to be funny in a formal request for representation. If you choose to make your query letter humorous, use your own material.

Why? Because originality shows your talent off far better than your ability to quote. And while the general population’s tolerance for second-hand and oft-repeated jokes tends to be rather high (witness the careers of Milton Berle, Bob Hope, and practically any comedian Saturday Night Live has foisted upon the rest of us, if you doubt this), in the publishing industry, the tolerance is close to nil.

I am not kidding about this. Agents and editors tend to regard the jokes floating around in the zeitgeist with roughly the same loathing as they hold for clichés: the bubonic plague may be worse, by most objective standards, but you’d hardly know it to hear them talk about these phenomena. They feel, and not without some justification, that any writer worth thirty seconds of their time should be able to make it through a page of introduction, five pages of synopsis, and fifty pages of submission without resorting to rehashed phrases.

I have faith that you can do it, too.

(13) Have I listed my credentials well? Do I sound as though I am a competent professional, regardless of my educational level or awards won?

If you have any background that aided you in writing this book, you need to make sure you mention it in your query letter. Period. Even your certificate in woodworking, if your book touches even vaguely upon circular saws.

Most of the time, though, unless you are writing a book that requires very specific expertise, most of your credentials will not actually be relevant to your book. But do say where you went to school, if you graduated from any institution after high school, and any awards you have won, if you have. If you are a member of a regularly-meeting writers’ group, mention that: anything that makes you sound like a serious professional is appropriate to include.

(14) Have I made any of the standard mistakes that send agents screaming into the night?

Again, this is recap, and all of these are trivial to the uninitiated eye, but trust me, ALL of them will get your query pitched into the reject pile before you can say Judith Regan:

*Referring to ANY book as “a fiction novel”
*Taking more than three words to describe the book category.
*Any version of the sentiment, “I know you don’t represent this kind of book, but…”
*Claiming to have been referred by a client who did not actually refer you (and yes, agents generally do ask the alleged referrer)
*A query letter longer than a single page.
*Obvious margin-fudging or ultra-small typeface usage to make a query only a page long.
*Not including a SASE.
*Addressing a female agent as “Dear Mr. Smith,” or a male one as “Dear Ms. Jones.”
*And finally (drum roll, please), the biggest pet peeve of all, addressing the agent as “Dear Agent.”

(15) Is my letter in correspondence format, not in business format?

I’ve literally never seen this advice given elsewhere, but it is a fact: to people in the publishing industry (and the magazine industry as well, I’m told), business format — be it in a letter or a manuscript — looks illiterate. And that’s the last thing you want to convey to someone you expect to take your writing seriously.

(Yes, I know: I write in business format here. Blame the blogging program, which simply eats tabs willy-nilly.)

Indent EVERY paragraph the regulation five spaces. (Yes, in your manuscript, too. If you don’t know why this is an automatic rejection offense, please see the FORMATTING MANUSCRIPTS category at right.) Single-space the letter, and have the date and the signature halfway across the page.

(16) Is my query letter in the same font as my manuscript? Is it free of boldface and underlining? And is my font choice one of those favored by the industry?

I know that it may seem a trifle silly, but long experience has shown that query letters that adhere to standard manuscript format tend to be taken more seriously from the get-go. (If you don’t know what standard format is, or that there was a special format for manuscripts that differs from how books are printed, please see the FORMATTING MANUSCRIPTS category at right.)

In practical terms, this means that your query should be in 12-point Times, Times New Roman, Courier, or Courier New. (If you have constructed false letterhead on your computer, your header may be in a different typeface.) Nothing in the letter — or indeed, in your manuscript — should be in either boldface or underlined. If you use a foreign-language word, italicize it.

“But how,” some of you may be calling right about now, “do I designate my title, if I am not to use boldface or underlining?”

Good question. Within the context of a letter, pretty much everyone in the industry will reproduce a title in all caps (ALL THE PRETTY HORSES), but you may italicize a title instead.

(17) Does my query letter read as though I have a personality?

When I teach basic query-writing technique, I find that this question surprises writers who have done their homework, the ones who have studied guides and attended workshops on how to craft the perfect query letter, more than any other. The fact is, though, those guidelines are widely enough known now that a textbook-perfect letter can come across as, well, unimaginative.

In a situation where you are pitching your imagination and perceptiveness, this is definitely not good. In fact, a letter that is too all-business may actually get shoved into the rejection pile on that basis alone.

Why? In a word: boredom. Think about that agency screener with her 800 letters to open per week. Just how many straight-out-of-a-textbook queries do you think she sees on an average day? How about in an average hour?

Get my point? And see why I have been historically reluctant to post a universal prototype for a query letter here?

Don’t make the all-too-common mistake of presenting a man without a face: your query letter needs to sound like you at your best. You need to sound professional, of course, but if you’re a funny person, the query should reflect that. If you are a person with quirky tastes, the query should reflect that, too. And, 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.

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 thousandfold.

Phew! That was a lengthy one, wasn’t it? It may not feel like it, but believe it or not, I honestly am trying to hurry through this material, so I can get back to giving advice on crafting your contest entries. Something tells me THAT series may take us right up to the PNWA contest deadline…

The fun never stops here, does it? Keep up the good work!

P.S. to Damon: the address on your e-mail keeps bouncing back when I reply! Would you mind e-mailing again?

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Your query letter, part VI: The body of the letter

Yesterday, I urged you to take a long, hard look at the first paragraph of the query letter you’ve been sending out, to make sure you are projecting the impression that you are an impressively qualified, impeccably professional writer destined to be discovered any minute by another agent IF the agent you are querying does not have the good sense to snap you up first. Today, I want to talk about the body of the letter, the part where you talk about the book itself.

Is everybody comfortable, query letter in hand? Read the entire letter aloud, so it is clear in your mind (and to catch any lapses in logic or grammar), then ask yourself the following questions. The numbering, of course, is a continuation of yesterday’s list:

(6) Is my brief summary of the book short and clear?

Many writers try to cram the whole synopsis into the query letter, going on for paragraphs at a time about the storyline or argument of the book. Given that the entire query letter should never be longer than a page, your summary needs to be very short and sweet. You really only have 3-5 sentences here to grab an agent’s interest, so you might well be better off emphasizing how interesting your characters are, rather than trying to outline the plot.

I hear those frown lines starting to form: here we go again, yet another arbitrary agency requirement. Actually, there is a pretty good reason for this one, something that can work to your advantage — it forces the writer to minimize distracting details. After all, if you are querying fiction, it took you an entire book to tell the story well, didn’t it? And if you are querying nonfiction, didn’t it take you a whole book (well, okay, a book proposal) to make the argument well? So how likely is it that you would be able to convey the entire complexity of your plot in a paragraph, anyway?

To get a sense of how too many details can confuse an agency screener, pretend to be our old pal, the unpaid intern who has already read 75 queries this morning, has just burnt her tongue on her latte, and is reading her last query before her lunch date. Obviously, it’s in your own best interest to read that last one as quickly as possible, right? So consider the following two summaries: which would be more likely to make you ask to see the first fifty pages of the book?

“Murgatroyd, a blind trombonist with a lingering adolescent passion for foosball, has never fallen in love — until he met Myrtle, the baton-wielding conductor with a will of steel. But what chance does he have? Myrtle’s just been dumped by the world’s greatest Sousaphinist; she has vowed never to look at the brass section again. Can Murgatroyd win the heart of his first love, without compromising his reputation as he navigates the take-no-prisoners world of the symphony orchestra?”

Snappy, isn’t it? The characters come off as quirkily interesting, and the basic conflicts are immediately apparent: request away. Contrast this with the more common type of summary:

“BATON OF MY HEART is a love story that follows Murgatroyd, the child of a smothering father and absent-minded mother who was blinded at age six by a wayward electrical wire. As a child, Murgatroyd hated and feared electricity, which causes him to avoid playing conventional sports: football fields are always brightly lit. This light metaphor continues into his adult life, where he performs in symphony halls with lights trained on him all the time. Life isn’t easy for Murgatroyd. Eventually, he gets a job with a new symphony, where he doesn’t know anybody; he’s always been shy. He makes friends in the woodwind section, but the people who play next to him remain aloof. A mysterious woman is hired to conduct the symphony. Murgatroyd is intrigued by her, because…”

Hold it a minute: We’re all the way through a lengthy paragraph, and we still don’t know what the essential conflict is!

To phrase this in the language of the industry: next!

(7) Have I made it clear what the book is actually about — and how it is different from other books?

This might seem like a flippant question, after the last, but frequently, writers get so carried away pushing the book in principle that they forget to mention the theme at all. Instead, they rely upon the kind of summary that writers use in casual conversation, chestnuts along the lines of, “My book is a political thriller about a man who tries to kidnap a third of Congress.”

“Um,” our little friend the screener thinks, “are you going to tell me anything about who this guy is? His motivation, perhaps? Who might conceivably try to stop him in his attempt?”

Burnt-lip screener has a point here: without some indication of the characters and conflict, stories start to sound very, very much alike. The result is that summaries like “LOVE SONG is the story of a romantic woman seeking the love of her life,” tend to be dismissed out of hand: this could, after all, describe the vast majority of romances, no?

Hint: if your summary in the letter does not include any mention of the central conflict of the book, you might want to rework it. And it’s always a good idea to mention your protagonist by name (by first name, at least) in the first line of the description

(8) Is my summary in the present tense?

Okay, this one is genuinely a weirdness of the industry: one-paragraph summaries, like pitches, are always in the present tense. Even if you are describing events that happened before the fall of the Roman Empire. Go figure.

(9) Does it emphasize the points that will make the book appeal to my target audience?

If you find being direct about why your book is needed by your target audience (“PIGSKIN SERANADE is designed to appeal to the romantic football-lover in all of us”) a trifle gauche — and actually, even if you don’t — it should be readily apparent to anyone who reads your summary what elements of the book are most likely to draw readers.

The easiest way to do this is to make sure that the tone of summary echoes the tone of the book. If you have written a comedy, you’d better make sure there’s at least one line in the summary that elicits a chuckle. If you have written a steamy romance, you’d better make sure there’s some sex in the summary. And so forth.

(10) Wait — have I given any indication here who my target audience is?

Most query letters 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. But 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 think, “Hmm, who will buy this book?”

In pretty much every instance, no. To translate again: next!

How’s your query letter holding up? This honestly is a quiz where you want to score 100%. Tomorrow, I shall wrap up the checklist, so you can send out your queries with confidence. In the meantime, keep up the good work!

Posted on - No Comments on Your query letter, part V: first impressions matter tremendously

Your query letter, part V: first impressions matter tremendously

I’ve been talking for the last few days about big problems to which query letters are prone, but am I preaching to the choir here? Don’t all of my bright, brilliant, talented, and undoubtedly gorgeous and civic-minded readers already know to avoid these pitfalls?

Not necessarily – even if a writer’s been at it a while, it can be pretty hard to see the flaws in one’s own query letters. For most new writers, it takes quite a bit of rejection to open their eyes to the possibility that their missives themselves might be problematic. Okay, out comes the broken record, because I honestly do think the misconceptions around rejection are harmful to good writers: unfortunately, writers all too often automatically assume that it’s the idea of the book being rejected, rather than a style-hampered querying letter or a limp synopsis.

But how is this possible, without a level of mental telepathy on the agency screener’s part that would positively stun the Amazing Kreskin? Are the rejecting agents seeing past the initial packet to the book itself, decreeing from afar that the writing is not worth reading — and thus that the writer should not be writing? Do they have some sort of direct cosmic connection to the Muses that allows them to glance at the first three lines of a query and say, “Nope, this one was last in line when the talent was handed out. Sorry,” before they toss it into the rejection pile?

No, of course not. Only editors have that kind of direct telephone connection to the demi-gods.

Yet this particular fear leaps like a lion onto many fledgling writers, dragging them off the path to future efforts: it is the first cousin that dangerous, self-hating myth that afflicts too many writers, leading to despair, the notion that if one is REALLY talented, the first draft, the first query, and the first book will automatically traject one to stardom.

It never – well, almost never — works like that: writing is work, and what gets the vast majority of queries rejected is a lack of adherence to professional standards. Which can, my friends, be learned, as we’ve seen over the last few posts.

But what if you already have a query letter that meets all the technical criteria, and it’s still not getting the responses you want? Pull up your chairs close, boys and girls: it’s time for the master class on querying. Today, we’re going to learn the fine art of diagnosis.

Before you begin to feel for your submission’s pulse, read over your query letter, synopsis, and, if you’ve been submitting it, first chapter; better still, read them over AND have someone you trust read it over as well, checking for logical holes and grammatical problems. The best choice for this is another writer, ideally one who has successfully traversed the perils of the agent-finding ravine.

Let’s slap another broken record on the turntable: as much as you may love your mother, your spouse, and your best friend, they are, generally speaking not the best judges of your writing. Look to them for support and encouragement, not for technical feedback. Find someone whose opinion you trust – such as, say, a great writer you met at a conference, or the person in your writing group who keeps being asked to send sample chapters – and blandish her into giving your query letter and synopsis a solid reading.

(Lest you think I am casting unwarranted aspersions upon your mother, your spouse, or your best friend, let me add that my own fabulous mother spent her twenties editing the work of Philip K. Dick and others; fifty years later, she is one of the best line editors I have ever seen, in my professional opinion, but as she is my mother, I would never dream of using her as my only, or indeed even my primary feedback source. That doesn’t stop her from line editing while she reads my work, as I do for hers — years of professional editing causes a particular type of myopia that prevents one from ever reading again without brandishing a vicious pen that attacks margins with the intensity a charging rhinoceros — but I respect my work enough to want first reader feedback from someone who was NOT there when I took my first toddling steps.)

Make sure that you read all of the constituent parts of your submissions in hard copy, not just on a computer screen. Proofreading is far easier – and more likely to be accurate — in hard copy.

Once you have done this, and made sure your submission pieces say what you thought they were saying (you’d be surprised how many don’t), sit down with yourself and/or that trusted first reader and ask yourself the following questions. If you have already gone over your letter with an eye to my advice from earlier in this series, you should be able to sail through most of these questions; if not, you may have a few surprises in store.

(1) Is my query letter polite?

Not just civil, mind you: genuinely courteous. Even good queriers tend to start to sound a bit exasperated by their fifteenth try. In fact, you’d be amazed at how often people use the query letter as a forum for blaming the agent addressed for conditions in the industry: my personal favorite began, “Since you agents have set yourself up as the guardians of the gates of the publishing world, I suppose I need to appeal to you first.”

A close second: “I know that challenging books seldom get published these days, but I’m hoping you’ll be smart enough to see that mine…”

Okay, these are extreme examples, but do bear in mind that agents have to interact their clients quite a bit throughout the publication process; I hear from my agent more often than I do virtually all of my old chums from college. Do make sure that you’re coming across in your query as someone with whom it will not be painful to associate on a regular basis.

(2) Does my letter sound competent and professional, or as if I have little confidence in the work? Do I sound as though I know what I’m doing, or does it read as though I’m apologizing for querying at all?

While it is a nice touch to thank the agent at the end of the query for taking the time to consider your work, doing so in the first paragraph of the query and/or repeatedly in the body of the letter comes across as obsequious. Begging tends not to be helpful in this situation. Remember, reading your query is the agent’s (or, more likely, the agent’s assistant’s) job, not a personal favor to you.

And, whatever you do, do NOT mention that the book has been rejected elsewhere, or that you’re having a hard time finding an agent, or that you think it will be challenging to sell in the current market. These are all surprisingly common elements in query letters, as they are in pitches: give some writers a few minutes, and they’ll give you eight good reasons that no one will ever pick up their work.

Trust me, that kind of modesty does not charm on the isle of Manhattan. Even if you don’t feel confident, try to sound so.

(3) Does my book come across as marketable, or does it read as though I’m boasting?

I have literally never met an agent who could not, if asked, launch into an extended medley of annoyingly pushy, self-aggrandizing query letter openings at the drop of the proverbial hat. Trust me, they’ve already seen their share of, “This is the greatest work ever written!”, “My book is the next bestseller!”, and “Don’t miss your opportunity to represent this book!”
It simply doesn’t work.

(4) Do I make it clear in the first paragraph of the letter why I am writing to this particular agent — or does it read as though I could be addressing any agent in North America?

Agents complain vociferously and often about queries that read as though the writer simply used a mail merge to address letters to every agent listed on a particular website or in a given guide, but you need not address your query to a generic “Dear Agent” to set off their repetition radar. There are hundreds and hundreds of literary agents — why did you choose this one, out of all others, to query?

And if the answer was, “This was the first agency alphabetically,” you might want to consider coming up with a reason that sounds better on paper.

Why? Human nature. Most agents are proud of their work: if you want to get on their good side, show a little appreciation for what they have done in the past. If the agent you are querying has represented something similar to your work, definitely mention that in your query letter. (As in, “Since you so ably represented X’s book, I believe you may be interested in my novel…”)

There are many ways to find out what an agent has represented; I’ve written fairly extensively on this subject in the past (if this is news to you, please see the AGENTS category at right), so I shall only list the top ways briefly here. Check the acknowledgments of books you like (authors often thank their agents), or check the agency’s website to see whom the agent represents. There are several online search engines that will permit you to enter an author’s name and find out who represents him; I use Publisher’s Marketplace, as it is so up-to-date on just-breaking sales news.

If all else fails, call the book’s publisher, ask for the publicity department, and ask who the agent of record was. I once had a charming conversation with an editor at a small Midwestern press, who confided to me that when she had acquired the book about which I was inquiring, the author did not yet have an agent. Sensing an opportunity, I promptly pitched my book to her — and she asked me to send her the first fifty pages right away.

Alternatively, if you have heard the agent speak at a conference, read an article she has written in a writer’s magazine, or even just noticed that your favorite author thanked her in the acknowledgments of a book you liked, mention that upfront. If you have no such personal reason, be polite enough to give a general one: “Since you represent literary fiction, I hope you will be interested in my novel…”

(5) Does my first paragraph mention the book category? And have I avoided the all-time fiction agent peeve of referring to the book as a “fiction novel”?

Again, when approaching people to whom industry-speak is a native tongue, it really does behoove you to describe your book in their language – and avoid describing it in terms that a publishing professional would never use. If you are unsure what a book category is, you might want to take a gander at the BOOK CATEGORIES section at right; if you are unsure why an agent would object to the term “fiction novel,” ask yourself this: what novels aren’t fiction?

You might have noticed that all of the questions so far concern the first paragraph of your query letter. I have dwelt upon the first paragraph, because – as I was discussing yesterday — countless query letters are discarded by agents every day based upon the first paragraph alone. Think about it: if you had to get through 200 queries before the end of the afternoon, would you keep reading if the first paragraph were not promising?

Oh, yes, you SAY you would. But honestly, would you?

Take a good, hard look at your first paragraph, and make sure it is one that will make the agent want keep reading. Again, it is really in your interest to adhere to the prevailing manners of the publishing world: for all intents and purposes, it is considered rather impolite to make a busy agent (or assistant) read the entire cover letter in order to find out what you want. All too often, when writers do not make their intentions clear up front, the letter simply gets tossed aside after the first paragraph.

Which is, by the way, the primary reason I advise against e-mail queries, incidentally, except in the case of agents who specifically prefer them: it’s too easy to delete an e-mail after reading only a line of it. Yes, they’re more convenient for the writer, but they’re also much, much less trouble for the agency.

Personally, I would prefer to be harder to dismiss.

Tomorrow, I shall deal with the questions you should ask about subsequent portions of your query letter — and yes, I know that it seems impossibly nit-picky to concentrate this hard upon a page of text that isn’t even in your book. I’m just trying to save you some time, and some misery — and a whole lot of rejection.

Keep up the good work!

Posted on - No Comments on Your query letter, part IV: don’t wait for that knock on the door

Your query letter, part IV: don’t wait for that knock on the door

Again, pardon me for posting two blogs so very close together temporally: blame my ISP, whose desire to thwart its subscribers apparently trumps my desire to post on a daily basis.

I’ve been talking for a few days about the goals of the query letter and how to achieve them without sounding as though you’re trying to sell the agent vacation home land in Florida. In that spirit, I thought some of you might find it useful to see what a really good query letter looks like. Not so you can copy it verbatim – rote reproductions abound in rejection piles – but so you may see what the theory looks like in practice. To make the example more useful, I’ve picked a book in the public domain whose story you might know: MADAME BOVARY.

Ms. Savvy Marketer
Picky & Pickier Literary Management
0000 Avenue of the Americas
New York, NY 00000

Dear Ms. Marketer:
I very much enjoyed your recent article in THE WRITER magazine. Since you so ably represented First-Time Author’s debut novel, FRENCH LADIES IN LOVE, I hope you will be interested in my women’s fiction book, MADAME BOVARY.

Emma Bovary is a beautiful woman who knows what she wants out of life: great, overwhelming love, the kind of romance she has read about in novels. Yet married to the most ordinary of ordinary men, and operating on an even more ordinary income, she must create romance on her own. Yet in pursuing her dream of a love-filled, glamorous life, she must put her marriage, child, respectability, and even life in jeopardy.

Emma Bovary’s dilemma will be familiar to many novel readers, an echo of an often unspoken but nevertheless strong longing to live a fantasy life. Rather than ridiculing the heroine for her ambitions, as in Stendhal’s bestselling THE RED AND THE BLACK, or making light of the social problems of such a pursuit would entail, like Thackeray’s VANITY FAIR, MADAME BOVARY concentrates on the quotidian tradeoffs already familiar to readers’ lives: living with having married the wrong man, feeling unappreciated, the difficulty in obtaining arsenic.

I am seeking an agent sensitive to the complexities and charm of the mundane, who can help me not only market this book, but who is also interested in working with me to develop my continuing career as a novelist. I may be reached at the address and phone number below (or would be, had the telephone been invented yet), as well as via internet at MmeB@yahoo.com.

Thank you for your time in considering this. I am including a SASE for your reply.

Sincerely,

Gustave Flaubert
1234 Hovel Lane, attic apartment
Paris
(789) 665-2298

Now, apart from being in business format (because my blogging program will not allow me to indent paragraphs), that’s an awfully good query letter, one that presents the book well without being too pushy or arrogant. But let’s assume that Mssr. Flaubert had not done his homework; what might his query letter have looked like then?

Picky & Pickier Literary Management
0000 Avenue of the Americas
New York, NY 00000

Dear Agent:
You’ve never read anything like my fiction novel, MADAME BOVARY. This is one opportunity you’d be a fool to miss!

MADAME BOVARY is a story of lust, greed, and unscrupulousness, set against the backdrop of provincial France. The poet Baudelaire says it’s the greatest novel of the 19th century, and I’m sure you’ll agree.

I know agents are notoriously risk-averse, but why not take a chance on an unknown writer, for a change? You’ll be glad you did.

Sincerely,

Gustave Flaubert

Now, I respect my readers’ intelligence far too much to go through point by point, explaining what’s wrong with this second letter. Obviously, the contractions are far too casual for a professional missive.

The thing to note here comes as a great big surprise to most aspiring writers: even a great book will be rejected at the query letter if it is pitched poorly. Yes, any agent in her right might would snap up Mssr. Flaubert in a heartbeat after reading his wonderful prose – but with a query letter like the second, the probability of any agent’s asking to read it is close to zero.

Let’s not forget an important corollary to this realization: even a book as genuinely gorgeous as MADAME BOVARY would not see the inside of a Borders today unless Flaubert kept sending out query letters, rather than curling up in a ball after the first rejection.

Yes, I know: deep down, pretty much every writer believes that if she were REALLY talented, her work would get picked up without her having to market it. C’mon, admit it, you’ve had the fantasy: there’s a knock on your door, and when you open it, there’s the perfect agent standing there, contract in hand. “I heard that your work is wonderful,” the agent says. “May I come in and talk about it?’

Or perhaps in your preferred version, you go to a conference and pitch your work for the first time. The agent of your dreams, naturally, falls over backwards in his chair; after sal volitale has been administered to revive him from his faint, he cries, “That’s it! The book I’ve been looking for my whole professional life!”

Or, still more common, you send your first query letter to an agent, and you receive a phone call two days later, asking to see the entire manuscript. Three days after you overnight it to New York, the agent calls to say that she stayed up all night reading it, and is dying to represent you. Could you fly to New York immediately, so she could introduce you to the people who are going to pay a million dollars for your rights?

Fantasy is all very well in its place, but while you are trying to find an agent, please do not be swayed by it. Don’t send out only one query at a time; it’s truly a waste of your efforts. Try to keep 7 or 8 out at any given time.

This advice often comes as a shock to writers. “What do you mean, 7 or 8 at any given time? I’ve been rejected ten times, and I thought that meant I should lock myself away and revise the book completely before I sent it out again!”

In a word, no. Oh, feel free to lock yourself up and revise to your heart’s content, but if you have a completed manuscript in your desk drawer, you should try to keep a constant flow of query letters heading out your door. As they say in the biz, the only manuscript that can never be sold is the one that is never submitted. (For a great, inspiring cheerleading essay on how writers talk themselves out of believing this, check out Carolyn See’s Making a Literary Life.)

There are two reasons keeping a constant flow is a good idea, professionally speaking. First, it’s never a good idea to allow a query letter to molder on your desktop: after awhile, that form letter can start to seem very personally damning, and a single rejection from a single agent can start to feel like an entire industry’s indictment of your work.

I’ve said it before, and I’ll say it again: one of the most self-destructive of conference-circuit rumors is the notion that if a book is good, it will automatically be picked up by the first agent that sees it. Or the fifth, for that matter.

This is simply untrue. It is not uncommon for wonderful books to go through dozens of queries, and even many rounds of query-revision-query-revision before being picked up. As long-time readers of this blog are already aware, there are hundreds of reasons that agents and their screeners reject manuscripts, the most common being that they do not like to represent a particular kind of book.

So how precisely is such a rejection a reflection on the quality of the writing?

Keep on sending out those queries a hundred times, if necessary. Because until you can blandish the right agent into reading your book, you’re just not going to know for sure whether it is marketable or not.

Keep up the good work!

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Your query letter, part III: Writer seeking LTR with agent

I’m much, much later in posting this than I had planned, as apparently my ISP chooses one of the busiest usage times of the week, Saturday afternoon and evening, to perform routine maintenance without informing any of its subscribers. (Bad ISP! No cookie!) So please excuse me if I post a couple of blogs at once.

I hope my last post, about the very, very short amount of time a writer has to grab an agent’s attention in a query letter, did not discourage anyone from trying. Yes, querying is a tough row to hoe, both technically and psychologically: even though we all know that an agent who reads only your query, or even your query and synopsis, cannot logically be rejecting your BOOK, or even your writing; to pass a legitimate opinion on either, she would have to read some of your work.

No, unless the agency you are querying is one of the increasingly rare ones that asks querants to include a brief writing sample, what is rejected in a query letter is either the letter itself (for unprofessionalism, lack of clarity, or simply not being a kind of book that particular agent represents), the premise of the book, or the book category. So, logically speaking, there is NO WAY that even a stack of rejection letters reaching to the moon could be a rejection of your talents as a writer, provided those rejections came entirely from cold querying.

Makes you feel just the tiniest bit better to think of rejections that way, doesn’t it?

So before you write off a particular book as unmarketable, you should take a good, hard look at your query letter. Actually, that’s not quite true: you should send your query letter to a few dozen agencies, and THEN, if none have asked to see the first 50 pages of the book, take a good, hard look at the letter. Either way, you should be sending, and you should be looking.

A successful query letter has ALL of the following traits: it is clear; it is less than 1 page (single-spaced); it describes the book’s premise (not the entire book; that’s the job of the synopsis) in an engaging manner; it is polite; it is clear about what kind of book is being pitched; it includes a SASE, and it is addressed to an agent with a successful track record in representing the type of book it is pitching.

You would not BELIEVE how few query letters that agencies receive actually have all of these traits. And agents rather like that, because, as I mentioned in my last, it makes it oh-so-easy to reject 85% of what they receive within seconds. No fuss, no muss, no reading beyond, say, line 2.

A particularly common omission: the book category. Because, you see, many writers just don’t know that the industry runs on book categories; it would be literally impossible for an agent to sell a book to a publisher without a category label. And other writers, bless their warm, fuzzy, and devious hearts, think that they are being clever by omitting it, lest their work be rejected on category grounds. “This agency doesn’t represent mysteries,” this type of strategizer thinks, “so I just won’t tell them until they’ve fallen in love with my writing.”

I have a shocking bit of news for you, Napolèon: the industry simply doesn’t work that way; if they do not know where it will eventually rest on a shelf in Barnes & Noble, they’re not going to read it at all.

Yes, for most books, particularly novels, there can be legitimate debate about which shelf would most happily house it, and agents recategorize their clients’ work all the time (it’s happened to me, and recently). However, people in the industry speak and even think of books by category – trust me, you’re not going to win any Brownie points with them by making them guess what kind of book you’re trying to get them to read.

Think of your query letter as a personal ad. (Oh, come on: everyone reads them from time to time, if only to see what the new kink du jour is.) In it, you are introducing yourself to someone with whom you are hoping to have a long-term relationship – which, ideally, it will be; I have relatives with whom I have less frequent and less cordial contact than with my agent – and as such, you are trying to make a good impression.

So which do you think is more likely to draw a total stranger to you, ambiguity or specificity in how you describe yourself? Do you, as so many personal ads and queries do, describe yourself in only the vaguest terms, hoping that Mr. or Ms. Right will read your mind correctly and pick yours out of the crowd of ads? Or do you figure out precisely what it is you want from a potential partner, as well as what you have to give in return, and spell it out?

To the eye of an agent or screener who sees hundreds of these appeals per week, writers who do not specify book categories are like personal ad placers who forget to list minor points like their genders or sexual orientation. (Yes, it really is that basic, in their world.) And writers who hedge their bets by describing their books in hybrid terms, as in “it’s a cross between a political thriller and a gentle romance, with helpful gardening tips thrown in,” are to professional eyes the equivalent of personal ad placers so insecure about their own appeal that they say they are into, “long walks on the beach, javelin throwing, or whatever.”

Trust me, to the eyes of the industry, this kind of complexity doesn’t make you look interesting, or your book a genre-crosser. To them, this at best looks like a rather pitiful attempt to curry favor by indicating that the writer in question is willing to manhandle his book in order to make it anything the agent wants. At worst, it comes across as the writer’s being so solipsistic that he assumes that it’s the query-reader’s job to guess what “whatever” means in this context.

And we all know by now how agents feel about writers who waste their time, don’t we?

Don’t make ‘em guess; be specific, and describe your work in the language they understand. Because otherwise, they’re just not going to understand the book you are offering well enough to know that any agent in her right mind should read it.

Keep up the good work!

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Your query letter, part II: Speedy Gonzales as agency screener

January 19th, 2007

After my last post, was it my imagination, or did I hear those of you new to the process groaning? “My God,” the little voice in the back of my head which I choose to attribute to you is saying, “how is all of that possible 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?”

Um, are you sitting down? You actually don’t have the entire page to catch their attention; on average, you have about five lines.

That’s right: most query letters are not even read to their ends by screeners. Why? Because most of them disqualify themselves from serious consideration before the end of the opening paragraph.

Hey, I told you to sit down first.

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. Some popular 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!”

To professional eyes, these are all absurd statements to find in a query letter – yes, even if the book in question IS the next DA VINCI CODE. Usually, they will simply stop reading if a query letter opens this way, because to them, including such statements is like a writer’s scrawling on the query in great big red letters, “I have absolutely no idea how the industry works.”

Which, while an interesting tactic, is unlikely to get an agent 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.

Okay, I’m hearing those ambient groans again – and even from those of you who stuck with me through the Idol list of first-page-of-manuscript rejection reasons in November. Query screening is actually – wait for it – MORE knee-jerk than submission screening, for one very simple reason.

Long-time readers, chant with me now: time. The average agency receives 800+ queries per week (that’s not counting the New Year’s Resolution Rush, folks), so agents and screeners have a very strong incentive to weed out as many of them as possible as quickly 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, call the agency and ask; no need to identify yourself as anything but a potential querier.)

So does 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.

And you know what? These automatic rejections will, in all probability, generate exactly the same form rejection letter as queries that were carefully considered, but ultimately passed upon.

Again: how precisely is an aspiring writer to learn what does and doesn’t work in a query?

Over the next few days, I’m going to address precisely that issue. (Hey, I took a few days off this week; I can write through the weekend for a good cause.) Then we can get back to the contest tips, and everyone will be happy.

As happy, in any case, as a writer can be whilst querying or prepping a contest entry. Keep up the good work!

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Ready, set: QUERY!

I’m completely exhausted today, dear readers, but extremely happy: two days ago I finished my novel revision for the excellent editor at major-publisher-who-shall-remain-nameless-until-there’s-a-contract-on-the-table. Printing and proofing always takes longer than any reasonable creature would guess it would, so it was not boxed up until well into yesterday evening, and not mailed until this morning. But it is done, done, done.

I shall now collapse into a little puddle of gratified endeavor until my next project starts poking at me. I estimate I have until Friday.

Now that Martin Luther King, Jr. Day is past, it is once again safe to send queries to agents: true, they still need to get tax information out to their clients by the end of the month (the IRS keeps an eagle eye on royalty payments), but by now, the New Year’s Resolution rush of queries has died down a bit. Translation: they are a WHOLE lot less grumpy today than two weeks ago.

I have been concentrating for the past couple of weeks on helping you prep for contest entries, since PNWA’s contest deadline is in February, but talented and insightful reader Janet gently reminded me of something last week: I haven’t actually written a blog on how to put together a query letter since…could it have been as long ago as September of 2005? Yet here I was, blithely sending those of you who have never done it before out into the tiger-filled woods with no guidance.

So I’m going to take a brief detour from contest prep issues to run through query basics again. Because, although I know that my readers are too savvy to fall into the pitfalls of the average writer, the vast majority of query letters agents receive are either uncommunicative, petulant in tone, or just poor marketing.

We can do better than that, I think.

For those of you absolutely new to the process, a query letter is a 1-page (single-spaced) polite, formal inquiry sent out to an agent or editor in the hope of exciting professional interest. Businesslike without being in business format (I hate to be the one to break it to those of you who just love the non-indented paragraphs common to business letters, but that style appears illiterate to folks in the publishing industry), a good query introduces the book and the author to a prospective agent in precisely the terms the industry would use to describe them.

There are a zillion guides out there, each giving ostensibly foolproof guidelines for how to construct a positively stellar query letter, but in my experience, simple works better than gimmicky. (Possibly because the former is rarer.) Typically, a query letter consists of five basic parts:

1. The opening paragraph, which includes the following information:
* A brief statement about why the writer is 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.)

*The book’s title

*The book’s category (i.e., where your book would sit in Barnes & Noble. Most queries leave this off, but it’s essential. If you don’t know what this is, or are not sure where your book will fall, please see the BOOK CATEGORIES section at right).

*Word count. (Actually, I have never included this, because it makes many novels easier to reject right off the bat, but many agents to have it up front. Because, you see, it 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 – go ahead and include it. And if you don’t know how to figure word count, please see the WORD COUNT category at right.)

2. A paragraph pitching the book. (If you already have a 3-4 sentence elevator speech prepared, feel free to use this as your second paragraph.)

3. A BRIEF paragraph explaining who the target market for this book is (over and above the book category) and why this 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.

Don’t make the very common mistake, though, of having your book sound like a carbon copy of a current bestseller: you want to show here that your work is unique. 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.

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. Include any past publications (paid or unpaid) in descending order of impressiveness, as well as any contest wins, places, shows, semi-finalist lists, etc., and academic degrees (yes, even if they are not relevant to your book).

If you have no credentials that may legitimately be listed here, 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. (Again, it need not have been paid experience.) Or any public speaking experience – that’s actually a selling point for a writer, since so few have ever read in public before their first books have come out. Or ongoing membership in a writers’ group.

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

5. An EXTREMELY brief closing paragraph, thanking the agent for her time, mentioning any enclosed materials (synopsis, first five pages, whatever the agent lists as desired elements), calling the agent’s attention to the fact that you’ve sent a SASE, 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 so impossible in a single page, is it?

Okay, so it IS difficult. Even more so if you play fair: 1-inch margins, 12-point type (yes, they WILL notice if you shrink it; the average agency receives in excess of 800 queries per week), and avoid flashy paper and typeface choices that might make your query stand out from the crowd.

Yes, these probably will make your letter visible in the midst of a great big stack, but probably not in a way that it going to help you.

Remember, this is an industry where standardization is regarded as a sign of professionalism. So bright white paper –20-lb or better, please – actually tends to make the best impression, as does using the preferred typefaces of the industry in query letter and submission alike: Times, Times New Roman, Courier, or Courier New.

Yes, I know it’s silly to be judged so purely on presentation, but trust me on this one: 99% of the time, a query letter in Times New Roman printed on nice white paper will be taken more seriously than EXACTLY the same set of words typed in Helvetica on floppy copy paper. Or on even on classy off-white stationary.

Go figure.

Do keep in mind that the SOLE purpose of the query is to engender enough excitement in the reader 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.

Believe it or not, I’ve seen both turn up many, many times in unsuccessful query letters. I didn’t mention petulance above by accident.

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 an agent or editor probably would have a far better idea of how to spin your book than you would. Agents and their screeners (it is rare for agents at the larger agencies to screen query letters themselves) are in fact aware of all of these things. And 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.

As I said: 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?

I shall overwhelm you with more tips and tricks of the trade tomorrow, I promise. In the meantime, I would appreciate any and all positive vibrations you might see fit to send wafting toward my manuscript as it makes the way through the committee that needs to approve it for publication. I’ll keep you posted, naturally.

Keep up the good work!

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Details, details, Part II: avoiding a fulsome fate

“God is in the details,” architect Mies van der Rohe allegedly wrote.

I’m not a big fan of his buildings, to tell you the truth, but I do think that this aphorism applies to writing in spades. It’s quite clear to us as readers, usually — walk into any crowd of writers, and you’re sure to find at least one on-going discussion of So-and-So’s stylistic choices. There are writers whose use of semicolons makes me swoon, thank you very much, and as brilliant Peruvian novelist Mario Vargas Llosa has pointed out, for most of us writers, there are fictional characters who have affected us more than most flesh-and-blood human beings.

But for the vast majority of aspiring writers who write in isolation, without significant contact with other people who speak the creative language, keeping sight of the huge weight small touches carry in their own work is harder. And this is a pity, because the little, unique details are often what catches an agent’s eye — and the misbegotten details definitely catch agency screeners’.

It pays to pay attention to the little things, therefore. Yet time and again, I hear submitting writers speak of the submission process as though the little things — spelling all of the words correctly, for instance, or formatting pages in accordance with standard format — don’t matter. It’s the overall writing, these fine folks argue, that will make or break one’s chances with an agent or editor.

Well, yes and no. If the writing is absolutely beautiful, but the formatting is all akimbo and the spelling is lousy, there’s an outside chance that someone at an agency might be in a saintly enough mood to overlook the problems and take a chance on the writer. However, virtually all of the time, an agent, editor, contest judge, or screener’s first reaction to such a manuscript is the same as to one that is dull but technically perfect: rejection. And with few exceptions, the rejectors will not even take the time to scrawl, “Take a formatting class!” or “Next time, spell-check!” on the returned manuscript.

Why can they afford to be so caviler? Long-time readers, chant along with me now: because they receive enough technically perfect AND well-written manuscripts that they don’t need to worry about the rest. If a writer is truly talented, they figure, she’ll mend her ways and try again.

All that being said, let’s return to yesterday’s list of standard formatting restrictions, shall we?

(9) The first page of a chapter should begin a third of the way down the page.
That’s twelve single-spaced lines, incidentally. The chapter name (or merely “Chapter One”) may appear on the first line of the first page, but then nothing else should appear until a third of the way down.

This means that the title of the book, “by Author’s Name,” and/or your contact information do NOT belong on this page — all variations of a classic rookie mistake. Including any of this information on this page (other than in the slug line) will simply make the submission appear unprofessional.

But of that, see the next entry.

(10) Contact information for the author belongs on the title page, NOT on page 1.
Yes, you should ALWAYS include a title page with ANY submission of ANY length, including contest entries and the chapters you send after the agent has fallen in love with your first 50 pages. Even when a contest does not specify that you should (and no, it doesn’t count toward page count; the first page of the first chapter is page 1).

Literally every manuscript that any agent in North America sends to any editor will include a title page, yet around 92%) seem to be unaware that including it is industry standard. On the bright side, this means that if you are industry-savvy enough to include a professionally-formatted title page with your work, your submission automatically looks like a top percentile ranker to professional eyes from the moment it’s pulled out of the envelope.

It’s never too early to make a good first impression.

If you do not know how to format a proper title page (and yes, Virginia, there IS a special format for manuscripts), please see the Your Title Page category at right.

(11) The beginning of each paragraph should be indented five spaces — no exceptions — and nothing you send to anyone in the industry should EVER be in block-style business format.

To publishing types, any document with no indentations, skipping a line between paragraphs, and the whole shebang left-justified carries the stigma of (ugh) business correspondence, which is to say that they regard it as a symptom of creeping illiteracy.

Just don’t do it.

Yes, yes, I know: published books — particularly mysteries, I notice — often begin chapters and sections without indentation. Trust me, that lack of indentation was the editor’s choice, not the author’s, and copying the style here might get your work knocked out of consideration. At minimum, you won’t get any points for style.

Pop quiz: which do you think is going to strike format-minded industry professionals as more literate, a query letter in business format or one in correspondence format (indented paragraphs, date and signature halfway across the page)?

Uh-huh. Don’t you wish that someone had told you THAT before you sent out your first query letter?

(12) Don’t skip an extra line between paragraphs, except to indicate a section break.
This one is for all of you bloggers and business letter-writers out there. The whole darned manuscript should be double-spaced, and paragraphs are all indented, so there is no need to skip a line to indicate a paragraph break.

The ONLY exception is that you may skip an extra line to indicate a section break in the text.

(13) Words in foreign languages should be italicized.
The logic here is very straightforward: don’t want the agent of your dreams to think you’ve made a typo, do you?

You may also use italics for emphasis, book titles, song titles, etc. — and just so you know, anyone who follows AP style will tell you to underline these. DO NOT LISTEN TO THESE TEMPTERS: AP style is for journalism, not book publishing. They are different fields, and have different standards.

In a submission for the book publishing industry, NOTHING should be underlined. Why? The reason is actually very practical: underlining uses more ink than italics in the book production process. Thus, italics are cheaper.

(14) All numbers (except for dates) under 100 should be written out in full: twenty-five, not 25.

I’m surprised how often otherwise industry-savvy writers are unaware of this one, but the instinct to correct it in a submission is universal in the industry.

Here is how charmingly archaic the industry is: this formatting rule was originally for the benefit of the manual typesetters. When numbers are entered as numbers, a single slip of a finger can result in an error, whereas when numbers are written out, the error has to be in the inputer’s mind.

Again, be warned, those of you who have been taught by teachers schooled in the AP style: they will tell you to write out only numbers under 10. Yes, this is true for newspaper articles, where space is at a premium, but it is WRONG, WRONG, WRONG in a manuscript.

Did I mention it was wrong? And that my aged eyes have actually seen contest entries knocked out of finalist consideration over this particular issue?

(15) Dashes should be doubled — rather than using an emdash, with a space at either end. Hyphens are single and are not given extra spaces, as in self-congratulatory.
Yes, I know: my blogging software will not allow me to insert a doubled dash here, and any Microsoft product will automatically change a doubled dash to the longer emdash.

Change it back. Seriously, any agent would make you do this before agreeing to submit your manuscript to an editor, so you might as well get into this salutary habit as soon as possible.

Microsoft may actually have a point here: I fully admit that doubling the dashes is a monumental pain, and the practice is archaic. Books no longer preserve these spaces, for reasons of printing economy; many writing teachers tell their students just to go ahead and eliminate them. An AP-trained teacher will tell you to use the longer emdash, as will the Chicago Manual of Style.

In this, however, they are wrong. Standard format for manuscripts is invariable upon this point.

And heck, MS Word’s grammar checker has more than once told me to replace the correct form of there, their, or they’re with an incorrect one. Who are you gonna believe, me or Bill Gates?

(16) The use of ANY brand name should be accompanied by the trademark symbol, as in Kleenex™.
If you catch an agent under the age of 30, or one who doesn’t have a graduate degree, you may get away without including the trademark symbol, but legally, you are not allowed to use a trademarked name without it. Writers — yes, and publishing houses, too — have actually been sued over this within the last few years, so be careful about it.

There you have it: the rules. Literally every page of text you submit to an agent, editor, or literary contest (yes, including the synopsis) should be in standard format. Oh, and it’s a good idea to make sure everything is spelled correctly, too.

Yes, these are all small details, but this is an industry that thrives on details. There’s a reason, after all, that the term “nit-picker” is more or less synonymous with “editor.” Not only should you read your ENTIRE submission IN HARD COPY and OUT LOUD before you even think of popping it in the mail — you should give serious thought to allowing some trusty soul to proofread it for you.

Why is another pair of eyes a good idea? Because not all manuscript errors are typos. Here’s an illustrative anecdote, to show you why.

When I was in grad school, I was a teaching assistant for a professor who longed beyond all things to be an inspiration to her students. You know, the kind who spur their students to the kind of DEAD POETS SOCIETY minor free thinking that’s not particularly dangerous to the status quo/

And how did she choose to inform her students of this fact? Frequently, during undergraduate lectures, she would soften her habitual chiding of a narrow-minded student by throwing her arms wide and exclaiming, “Be as intellectually wide-ranging as possible! I want all of you to lead fulsome lives!”

Every time she did it, we teaching assistants arrayed at the back of the room would have a terrible time keeping straight faces. Because, you see, the professor had made a very common mistake: she believed fulsome was a synonym for full. She had, she said, heard many people use it this way. But just because a usage is common doesn’t mean it is correct.

Fulsome means noxious, noisome, loathsome. So, inadvertently, she was urging all of her students to have perfectly hideous lives.

God is in the details; sometimes all of us need an extra pair of eyes to remind us of that.  Keep up the good work.

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And this above all things: label your book correctly

Last week, I talked a good deal about the risks that writers of literary fiction and others who play with the standard structures and usages of the language take in submitting their unusual work to agencies and editors. While I’m on the subject, this is probably a good time to revisit a very common writerly prejudice about literary fiction. To whit:

It is commonly believed that all good writing is literary, and that referring to one’s own work as literary is synonymous with saying that it is well written. Neither of these propositions is true.

Literary fiction is a marketing category, just as fantasy or historical romance are marketing categories. It refers to the 3-4% of the fiction market designed to be read by readers with college educations (or at any rate, large vocabularies), a high tolerance for introspection, and no inherent distrust of high falutin’ punctuation frills like the semicolon. The beauty of the writing is a major part of the point of the book, and character development trumps plot, generally speaking.

So when a writer walks up to an agent or editor at a conference and says something like, “It’s a thriller, but it’s written like literary fiction,” it does not translate as, “Gee, this is a really well-written thriller,” but as, “This writer doesn’t know the market.” It’s almost as great a faux pas as when an author speaks of his own work as a “fiction novel” (all novels are fictional) or “a nonfiction memoir” (all memoirs are nonfiction). It’s an admission that the writer isn’t very familiar with the lingo of the trade.

And we all know how fond agents and editors are of explaining the nuances of the industry to up-and-coming writers.

But sounding like a neophyte is not the only reason to avoid muddying your category distinction by adding the literary label as if it were the Good Housekeeping Seal of Approval. Why, the average agent will think upon being told that a genre work is literary, doesn’t this writer write in the language of his chosen genre? Every genre has its handful of conventions; is this writer saying that he’s simply decided to ignore them? Why write in a genre, if you’re not going to write in the genre’s style? And why am I asking myself this string of rhetorical questions, instead of listening to the pitch this writer is giving or paying attention to the query in front of me?

See the problem? Calling non-literary work literary sounds a bit sheepish, as if you were saying that given your druthers, you would be writing literary fiction instead of what you have in fact written. If you want to write literary fiction, fine: I hope you win a Nobel Prize. However, if you write in a genre, you should be proud of the fact, not apologetic — if not for your own sake, then for the sake of the impression you will make when you pitch it. Think about it: is someone who has devoted her life to the promotion of science fiction and fantasy going to THANK you for indirectly casting aspersions on the writing typical of that genre? There’s a lot of beautifully-written SF and fantasy out there — it’s just written within the confines of the genre.

So the quicker you can shake the unfortunately pervasive rumor that a genre label automatically translates in professional minds into writing less polished than other fiction, the better. No, no, no: genre distinctions, like book categories, are indicators of where a book will sit in a bookstore; they’re not value judgments. Simple logic would dictate that an agent who is looking for psychological thrillers is far more likely to ask to see your manuscript if you label it PSYCHOLOGICAL THRILLER than just as FICTION. And an agent interested in psychological thrillers will not even sniff at a book labeled LITERARY FICTION.

This is not to say that agents do not sometimes tag their clients’ work with, “but it reads like literary fiction” or “it’s on the mainstream-literary cusp,” if they feel this is a selling point for a particular book. But remember those signs on roller coasters that say, “You must be this tall to ride the Ultra-Mega Flume of Doom,” that made you so angry as a kid? In the industry, there are invisible signs reading, “You must be with this important an agency to blur publishing categories.”

Really. Just as editors are conditioned to regard an author who calls twice per week to talk about promotional opportunities a pest, but an author whose agent calls just as often with exactly the same information a joy, they respond better to certain phrases when agents say them.

During the big-break-seeking period of a writer’s career, the more accurately a book is labeled, the more likely it is to catch the eye of an agent or editor who honestly wants to snap up that kind of book. Think of it as a professional courtesy: hyper-specific category labels are a shortcut that enables them to weed out pitches outside their areas almost instantly; that, in case you were wondering, is why agents like to be told the category in the first paragraph of the query letter. It saves them scads of time if you tell them instantly whether your book is a hardboiled mystery or a caper mystery: if it isn’t the variety they are looking for today, they can reject it almost immediately.

Think of it as your little Christmas present to them. And to yourself: why waste your already-overburdened time catering to someone who doesn’t handle what you write?

I learned the hard way just how category-minded folks in the industry can be. I write mainstream fiction and memoir, but I once had the misfortune to be assigned for a conference critique to an editor who did not handle either. I was disappointed, of course, but I am a great believer in trying to turn these conference matching accidents into learning opportunities. So, gritting my teeth like a nice girl, I listened patiently to what he had to say about the first chapter of my novel.

What he had to say, unsurprisingly, was that while he found the writing excellent, he would advise that I change the protagonist from a woman to a man, strip away most of the supporting characters, and begin the novel with a conflict that occurred two-thirds of the way through the book, the fall of the Soviet Union. “Then,” he said, beaming at me with what I’m sure he thought was avuncular encouragement, “you’ll have a thriller we can market, dear. I’d been happy to take another look at it then.”

Perhaps I had overdone the politeness bit; I hate it when total strangers call me dear. I’m not THAT cute, I tell you. “But it’s not a thriller.”

He could not have looked more appalled if I had suddenly pulled a switchblade on him. “Then why are you talking to me?” he huffed, and hied himself to the bar for what I believe was yet another double Scotch.

In retrospect, I can certainly understand his annoyance: if I had been even vaguely interested in writing thrillers, his advice would have been manna from heaven, and I should have been droolingly grateful for it. I would have fallen all over myself to thank him for his 20-minute discourse about how people who read thrillers (mostly men) dislike female protagonists, particularly ones who (like my protagonist) are well educated. The lady with the Ph.D. usually does not live beyond the first act of a thriller, he told me, so yours truly is going to keep her pretty little head sporting its doctoral tam in another genre. Dear.

I learned something very important from this exchange: specialists in the publishing biz are extremely book-category myopic; the thriller editor and I could not have had less to say to each other if he had been speaking Urdu and I Swedish. To his mind, every way in which my work deviated from what he wanted to publish was a black mark against my novel. Books outside a publishing professional’s area of expertise might as well be poorly written; in his mind, no other kinds of books are marketable.

Just in case you think that I’ve just been being governessy in urging you again and again to be as polite as possible to EVERYONE you meet at ANY writers’ conference: that near-sighted editor is now a high mucky-muck at the publishing house that later bought my memoir — which, I can’t resist telling you, covers in part my years teaching in a university. Chalk one up for the educated girls. But isn’t it lucky that I didn’t smack him in his condescending mouth all those years ago?

So label your work with absolute clarity, and revel in your category affiliation. Think about it: would Luke Skywalker have been able to use the Force effectively in a mainstream romantic comedy? No: the light sabers shine brightest in the science fiction realm.

In other words, to thine own genre be true; if you’re good at what you do, there’s no need it tart your work up with extravagant claims. Let your excellent writing speak for itself. And keep up the good work!

Posted on - 6 Comments on Let’s talk about this: what would be useful rejection information?

Let’s talk about this: what would be useful rejection information?

Since I’ve been talking for the last month about rejection criteria that is news to most querying writers, and yesterday about how little actual information the average agency tends to send back with a rejected manuscript, it’s pretty clear (to me, at least) that there is an awfully large communication gap between aspiring writers and the agents to whom they submit their work. Having talked about the issue with people on both sides of it, I have come to the conclusion that this lapse is actually quite frustrating for both sides: agents report feeling that writers don’t seem to understand just how little time they can devote to each query and/or submission; writers report that they feel that their work is being treated with disrespect, and that it’s hard to improve without getting actual feedback on what they’re doing wrong.

One aspect of this conflict particularly caught my attention: most of the agents with whom I have discussed this seem to believe that it’s the FACT of rejection that annoys writers so, rather than the form it takes. Simply put, many of them seem to feel that there is no way that they could reject a manuscript without angering its writer, and that form letters are, in part, a recognition of that reality. But is this true?

So let me turn the question out to you, dear readers: what kind of information would you LIKE to see in a rejection letter? Feedback on how to improve your querying style? A simple statement about why your work in particular is not for that agency? A photocopied form listing common problems, with the appropriate ones checked off?

Alternatively, are you of the school of thought that would prefer to be told no as quickly as possible, without fanfare, so you may move on to the next agency on your list? Would you prefer form letters that did not attempt any explanation at all, and spared you the usual platitudes?

And, finally: is there anyone out there who actually prefers form letters to a personalized response?

Now is your time to vent, everybody – but please, eschew profanity (I already get enough spam comments from porn-site teasers trying to post here, thank you very much), and for your own protection, let’s avoid naming specific agents. It’s just not that big an industry, and I don’t want to encourage you to be burning any bridges that might be useful to you down the line.

But seriously, if you were in their shoes, how would you do it differently?