Book marketing 101: synopses, part V, or, everybody loves me — what’s the matter with you?

Yesterday, I suggested that if you write nonfiction, you might want to use part of your synopsis to establish — gently — your platform, to make it pellucidly clear to agency screener Millicent in even her worst moods that you are indeed uniquely qualified to write the book you are summarizing. While that is a pretty good idea, it occurred to me in the dead of night that before I proceed with more synopsis-writing advice, I might want to warn you about tumbling into the rather common opposite trap.

I refer, of course, to synopses that sound not just like back jacket blurbs for the book, all premise and puff, without a serious overview of the plot, but like the speech the MC makes before handing the author his or her Lifetime Achievement Award. Not only is this book’s author brilliant, talented, and the best person in the universe to write this book, but a great humanitarian and a close personal friend of the MC as well.

It’s funnier if you picture Sammy Davis, Junior saying it.

If you are writing a synopsis for a novel, PLEASE avoid the temptation to turn the synopsis into either a self-praise session (“My writing teacher says this is the best comic novel since CATCH-22!”) or an essay on why you chose to write the book (“Wrenched from the depths of my soul after seventeen years of therapy…”). Neither tends to work well, because neither is really about the book.

Yet both are rather common, you may be surprised to hear. If I had a dime for every novel synopsis or query I’ve seen that included the phrase, “it isn’t autobiographical, but…” I would own my own island in the Caribbean.

And if I had a dime for every time I’ve heard it in a pitch, I’d just buy the five major North American publishing houses outright and make their policies more writer-friendly. But it seems that the repetition fairy isn’t giving out spare change to editors like me anymore, no matter how many aspiring writers I stuff under my pillow.

The frequency with which synopsizers attempt these approaches is precisely why these techniques are so often turn-offs for Millicent. When you’re reading 800 submissions per week, commonalities can get pretty darn annoying. At minimum, they can make the synopses that contain them all start to blur together.

Trust me, however true any of the phrases above may be — not knowing your writing teacher and her relationship to Joseph Heller, I cannot say — they comes across as clichés. Besides, a good fiction synopsis is NOT a justification for having written the book in the first place: properly, it is one hell of a good story, presented well. Period.

For nonfiction, as I mentioned yesterday, you will want to do some gentle self-promotion, to give an indication of why your book is uniquely marketable and you are the most reasonable person in the universe to write it (platform, platform, platform!) but again, try not to get sidetracked on WHY you chose to write it or boasting about how generally necessary this book is to the betterment of humanity.

A LOT of NF synopses go off on these tangents, to their own detriment. Given a choice, use the space to flesh out your argument.

There are very few contexts in the publishing world where launching on a lengthy disquisition why you wrote the book is even appropriate. First, within a nonfiction book proposal, it is sometimes a necessary component to making the argument that you are uniquely qualified to write the book you are proposing, to establish your platform.

Second, within the context of an interview AFTER the book is released, writers are free to ramble on about it as long as they like. Interviewers LOVE hearing about writers’ motivations — which, I suspect is why aspiring writers so often want to tell everyone they see what is and is not autobiographical in their novels; we’ve all seen it in a million literary interviews.

Third — and here is where talking about it will genuinely help you in your professional progress — when you are chatting with other writers, or if you become very, very good friends with your agent or editor after the contract is signed. Then, talking about it until you’re blue in the face is an accepted part of the creative process.

Other than that, however interesting your motivations may have been, they tend not to be anywhere near as interesting to other people as the book itself. At least if the book is any good.

And if you doubt that, start attending book readings for tomes you are unlikely to read. 99% of the time, the author will speak at length about why s/he chose to write this particular book. Watch the audience’s reaction: it’s rare that eyes don’t glaze over at this point. After you have attended three such readings within the course of a week without yawning once, THEN let’s talk.

I know it’s hard to accept, but actually, in a business sense, why you wrote the book is not very important to the industry. In their eyes, unless you are a celebrity cashing in on your name recognition, you wrote your book for one very simple reason: because you are a writer. Writers tend to do that.

From that rather cold POV, a writer who goes on and on about the psychological impulses to tell a particular story (unless the book in question is a memoir) comes across as not very professional.

I hate this, because in my experience, most aspiring writers tend to blurt out their reasons for penning a book primarily because they feel so isolated during the writing process. It is a positive relief to be able to talk about it to someone, isn’t it, especially when that someone is empowered to get the book published at long last? It’s natural, it’s understandable, and it’s probably even healthy. Go with that impulse.

But please, please take my word on this one: you should not do it in your platform, or indeed, in the presence of anyone employed in the publishing industry until after a contract is signed, unless you are responding to a direct question from an agent or editor. Publishing types tend to regard it as a sign of writerly inexperience, a symptom of unprofessionalism.

In other words: back into the pond, fish.

As usual, there are a couple of exceptions. Obviously, if the agent of your dreams asks, “So, where did you get the idea for this book?” you may give an honest answer. Or if someone stands up at a book reading and asks the same question — although as a rule, I would discourage planting your significant other or other crony in the audience to ask that particular question. (Yes, I’ve seen it happen.)

Also — at the risk of repeating myself — if you have some very specific expertise that renders your take on a subject particularly valid, feel free to mention it in your pitch or query letter. And in your synopsis, if you are summarizing a NF book. But in fiction, that information does not really belong in the synopsis.

But I can feel already that some of you are not going to believe me on this point. So here is a bit of advice for those of you who are planning to, well, ignore my advice: if you are writing a novel, and you feel that you have an inside perspective that simply must be mentioned in the synopsis, stick it at the end, where it won’t be too intrusive.

On that logically convoluted note, I leave you for the day. Keep up the good work!

Book marketing 101: nonfiction synopses, part II, synopses, part IV, and platform, part I

I ended yesterday’s post with a cliffhanger: no matter how large the prospective market for your book, I told my wide-eyed readers gathered around the campfire, is you can’t legitimately assume that an agent or editor will be aware of just how many potential readers inhabit it. When you are crafting a synopsis — or query letter, or book proposal — it’s prudent to assume that they will underestimate it… and thus the market appeal of your book.

This is particularly true if you are pitching a book about anything that ever occurred west of, say, Albany to a NYC-based agent or editor, or any story set north of Santa Barbara or east of Los Vegas to an LA-based one. The news media are not the only folks who think that little that happens to anyone outside of their own city limits is worth reporting, alas.

If those of us who lived outside of the major urban centers thought this way about, say, New York City or London, we would be called provincial.

It seems silly in the age of lightning-fast electronic communication and swift travel across time zones, but regional prejudices still run strong enough that you might actually find yourself explaining to a charming, urbane agent with an MA in American Literature from Columbia or a law degree from Yale that yes, the inhabitants of Boise CAN support a symphony, and indeed have for many years.

And schools. And indoor plumbing.

I know: depressing. But being aware that agents may not be hip to your market means that you, savvy marketer that you are, can compensate for it by coming right out and saying in your synopsis — and perhaps in your cover letter as well — just how big your target market actually is.

This isn’t a bad idea for novelists, either: it’s very, very easy for a book to be labeled as appealing to a niche market. For those of you unfamiliar with the term, niche market is industry-speak for “Well, no one I know would buy this book…”

Okay, okay, so I’m exaggerating a trifle: it technically means that the pros think that a book would only be marketable to a tiny demographic. Trout fisherfolk, for instance, or people with cerebral palsy.

I think my definition is closer to what they actually mean, however, because I’ve seen too many agents and editors dismiss books without bothering to find out just how many people there actually ARE who habitually angle for trout or who have cerebral palsy. I’ve never seen a guesstimate that wasn’t low, sometimes by a factor of millions.

The same often holds true for regional interest. Due to the perversity of where books get published in the United States, a story set in New York, Los Angeles, Chicago, or San Francisco will often be deemed of national interest, meaning that book buyers in other parts of the country (and world) might well flock to the bookstores for it.

Because, obviously, readers the world over are sitting on the edges of their seats, wondering what’s going on in Brooklyn.

But let that SAME story be set in Minneapolis, Shreveport, Olympia, or Halifax, and NYC, LA, Chicago, and San Francisco-based agents and editors tend to dismiss it as appealing only to audiences in the region where it was set. If THE DEVIL WEARS PRADA hadn’t been set in Manhattan, I seriously doubt that any major publishing house would have given it a second glance.

Over the years, I’ve heard many agents and editors tell writers of so-called regional works that they’d be better off submitting their NF and even novels to regional publishers, but in recent years, I’ve begun to wonder to whom they are referring. The publishing industry isn’t like theatre — not every major city will spontaneously see a publishing house spring up out of the ground.

It’s a lovely fantasy, though. Can’t you just picture it? “I’ve got a barn,” a would-be publisher pants breathlessly, “and you have a mimeograph machine. Let’s publish some books!”

Doesn’t happen very often, alas. Even for nonfiction, it is definitely trickier to interest agents at the big agencies in subject matter unfamiliar to denizens of the Eastern seaboard. So it’s a stellar idea to use your marketing materials to make the case that your subject matter IS of national interest.

Here, as in the pitch, statistics can be your friend — and they needn’t be statistics about just how many people have already bought books on your subject matter, either. If you’re writing a blistering exposé of bear abuse in Montana, for instance, it would a VERY good idea to mention in your synopsis just how many visitors Yellowstone sees in a year, because chances are, Manhattanites will have no idea. (For more hints on how to find statistics to back up your book, please see the YOUR BOOK’S SELLING POINTS category at right.)

In a NF book synopsis, you not only need to establish the importance of the subject matter — you need to demonstrate that you are an expert in it. If “Why are you the best person to write this book?” seems secondary to the subject matter, you probably haven’t pitched a NF book lately.

Seriously, it’s the first question almost anyone in the industry will ask after you mention casually that you are writing a NF book. “So,” they’ll say, reserving comment about the marketability of your topic until after they hear the answer to this particular question, “what’s your platform?”

Platform is industry-speak for the background that qualifies you to write the book — the array of credentials, expertise, and life experience that qualifies you as an expert on the topic.

Put another way, platform is the industry term for why anyone should trust a NF author enough to want to read her book, as opposed to any of the other similar books on the market. The platform need not consist of educational credentials or work experience — in fact unless you write in a technical, scientific, or medical field, it generally has less to do with your educational credentials than your life experience.

But by all means, if you happen to be a former Secretary of State or NBA superstar, do mention it. Don’t be downhearted if you haven’t yet held a cabinet post in your field of expertise, however. The platform is ANY reason, or collection of reasons, that you are the best person in the universe to write this particular book.

Give some serious thought to your platform before you begin to market your book. All of you NF writers out there should not only be prepared to answer questions about your platform BEFORE you have ANY contact with an agent or editors — your synopsis should contain at least passing mention of your expertise.

This is true, incidentally, even if your book happens to be a memoir.

“Wait just a memory-picking minute!” I hear the memoirists out there cry. “Isn’t it pretty darned obvious that I would be the single best authority upon my own life?”

Not necessarily, from the industry’s point of view. As someone whose memoir’s publication process has been plagued by legal threats over whether I had the right to tell the story of my own life or not, I am here to tell you: not everyone may agree with you that your personal experience is yours to discuss in print.

Yes, I know: it seems self-evident that a memoirist would be an expert on the story he tells, because it’s his own life. But a memoir is always about something in addition to the life story of its author, and your platform should include some reference to why you are qualified to write about that other subject matter as well.

If your memoir is about spending your teenage years in a foreign country, for instance, take a sentence or two of your synopsis to talk about how being an outsider gave you a unique perspective on it. If your memoir rips the lid off the steamy secrets of a cereal factory, you’ll be better off if you use your decade’s worth of experience filling those boxes as evidence that you are a credible expert on flakes. And if your childhood memoir deals with your love affair with trains, make sure you include the fact that you spent 17 years of your life flat on your stomach, going “woo, woo” at a dizzying array of model trains.

You get the picture. It’s not enough to make your subject matter sound fascinating: in your synopsis, your account needs to come across as both fascinating and credible.

For what it’s worth, novels are generally about something other than the beauty of their writing, too. They have settings; characters have professions. For instance, the novel I am writing now is set at Harvard, where I got my undergraduate degree: think that is going to make my novel more credible in the eyes of the industry? You bet.

I can feel fiction writers’ blood pressure going up right now, but don’t panic: technically, a novelist doesn’t NEED a platform. It’s always a nice touch, though, if a fiction writer can mention a platform plank or two in her query letter. But for fiction, keep your platform out of your synopsis; in the eyes of the industry, self-promotion in a novel synopsis tends to be regarded as compensation for some heretofore-unsuspected weakness in the plot or the writing.

Before anyone points out to me that other sources give different advice about crafting synopses, I’m going to be brutally honest with you here: very few writing teachers will advise you to include your platform in your synopsis, even for a NF book. That’s material for the author bio, they will tell you.

Many writers include a background paragraph in their query letters — a great place to present your platform, eh? — but personally, I think it makes a whole lot of sense to give a quick nod to the platform in the NF synopsis as well, if it makes your work sound more credible. It’s not uncommon for a synopsis to end up in different hands than the query letter, after all.

They’re not going to know if you don’t tell them, I always say. Go ahead and state your qualifications, but keep it brief, and make it clear how those qualifications, well, qualify you to write this book.

More wit and wisdom on the synopsis follows in the week to come. Keep up the good work!

Book marketing 101: the nonfiction synopsis, or, believe me when I tell you…

Welcome back to my ongoing series on how to craft an attention-grabbing synopsis BEFORE you need it, so you will not be thrown into forty-seven kinds of panic the instant an agent or editor asks you to send one. Last time, if you will recall, I went on (and on and on) about the importance of a novel synopsis’ demonstrating beyond a shadow of a doubt that its writer is a gifted storyteller. For nonfiction, the task is a trifle more complicated.

Don’t worry — I have a LOT of experience writing both types, as it happens: I’ve sold two memoirs to publishers, and my second novel is just starting to make the rounds. Not to mention all of the synopses I see as a frequent contest judge and even more frequent freelance editor. So yours truly has spent quite a bit of time in the last few years hunkered over the odd synopsis, let me tell you. I know whereat I speak. Kindly imagine the following words of wisdom booming from the mouth of Oz, the Great and Terrible:

oz-the-great-and-terrible.tiff

In a NF synopsis, your goal is threefold: to give the argument of the book in some detail, along with some indication of how you intend to prove your case; to demonstrate that the book will appeal to a large enough market niche to make publishing it worthwhile, and to show beyond any reasonable question that you are the best-qualified person in the universe to write the book.

In 3-5 pages. I’m not entirely sure that I proved half that much in my master’s thesis.

The argument is the most important element here — in the synopsis, you should not only show the content of the argument, but also that you can argue coherently.

Yes, yes, I know: this seems counterintuitive. Wouldn’t the best way for an agent or editor to check out your argumentative style be to, you know, read your book?

I could shoot that one down right away, but first, let’s all take a mental holiday and picture how much easier all of our lives would be people in the publishing industry actually thought that way. Ah, that’s nice: a world where writers’ talent was judged solely by thoughtful, well-paid, prose-loving agents and editors, lounging on comfy sofas in sun-drenched lofts, languidly turning over page after page of entire manuscripts sent to them by aspiring authors.

And look, outside that massive loft window — do I see a pig flying by, with Jimmy Stewart on his back?

Okay, back to the real world: realistically, a nonfiction synopsis does indeed need to encapsulate the argument that it takes an entire book to make in just a couple of pages — or at least to establish the central question and indicate how you’re going to go about answering it.

Think of it as a tap-dancing audition, your two-minute chance to show your fancy footwork: if you argue well enough here, the agent will ask to see the argument in the book.

Did I just hear some gasps out there? “Two minutes?” a few of you squeak. “How closely can they possibly read my synopsis in that short amount of time?”

I didn’t mean to startle you — but yes, that’s roughly how long your synopsis will have under an agent’s (or, more likely, an agency screener’s) bloodshot, overworked eyes. This isn’t a lot of time to establish an argument much more complicated than the recipe for your sainted mother’s cream of tomato soup, even if your mother’s methodology consisted primarily of opening a can of Campbell’s.

It is enough time, though, to demonstrate that you have the writing skills to make an argument where each sentence leads logically to the next. It’s also enough time to show that you have a coherent plan for proving your propositions, and for indicating what evidence you intend to use.

If I seem to be harping on the necessity of making a COMPLETE, if skeletal, argument here, it is because the single most common mistake NF synopsizers make is to give only PART of the argument, or still worse, only the premise, with no indication of how they intend to make their case. Instead, they use the space to go on a rant about how necessary the book is, essentially squandering precious argumentative space with marketing jargon and premise.

But a solid underlying argument is the sine qua non of the NF synopsis. Period.

To make it appear as solid as I’m sure it is, don’t forget to mention what kind of evidence you will be using to support your claims. Have you done extensive research? Exhaustive interviews? Hung out with the right people?

If you have a professional with the subject that makes you an expert, or personal experience that gives you a unique insight into the subject, try to mention that in your opening paragraph, or at least in the second. Otherwise, stick to the subject matter, and explain what the book is going to teach people about it.

I use the term teach advisedly, because it is often quite helpful for synopsis writers to think of the task as producing a course overview for the lesson that is the book’s content. How will this book help readers, and what kind of readers will it help?

Obviously, a good professor would not try to cram an entire semester’s worth of material into the first lecture, right? Neither would a good NF synopsizer. Instead, both outline their work in general, try to convince their audiences that it is worthwhile to sign up for the class or buy the book in order to learn more about the topic.

Your first task, then, is to make your subject matter sound absolutely fascinating. To achieve this successfully, you will need to show how your take on it is original — and to do that, you are going to have to spell out your argument.

(Have I convinced you yet that you really do need to present a cohesive theory here? And did I mention the importance of its being cohesive?)

Easier said than done, of course. In the author’s mind, the argument often lies the details, not in the larger, more theoretical points. How can you narrow it down? It’s helpful to have an outline of your proposed chapters in front of you, so you can use the synopsis to demonstrate how each chapter will build upon the next to make your overall case.

If you’re writing a NF book, you are going to need to pull together a chapter-by-chapter anyway, of course, to include in your book proposal: it’s called the annotated table of contents. This moniker is a tad misleading, because it brings to mind the simple chapter title + page number tables of contents we’ve all seen in published books. An annotated table of contents consists of the titles in order, yes, but it also contains a paragraph or two about the argument or material to be presented in that chapter.

Don’t get so caught up in reproducing the argument in the synopsis, though, that you do not include a BRIEF explanation of why the world needs your book, and why you are the best person imaginable to write it, the second and third goals on our list. If you are writing on a subject that has already been well-trodden by past authors, this is even more important. Make it plain why your book is different and better than what’s already on the market.

There is no need to be heavy-handed in your own praise to achieve this, either. To prove it to you, I’m going to give you a sample opening, modest enough that it would strike no one as overbearing. Read carefully, as there will be a pop quiz afterward to see if you can spot the ways that this brief paragraph achieves Goals #2 and #3:

Have you ever wondered what goes on underneath the snow while you are skiing on top of it? Although there are many books currently on the market for the US’s 1.3 million snowboarding enthusiasts, MOUNTAINS MY WAY is the first to be written by a geologist. Seen through the eyes of a professional rock hound with thirty years of experience in the field, the reader is introduced to mountains as more than an array of cold, hard rocks: mountains emerge as a historical document, teeming with life and redolent of all of the stages of human history.

How did you do? Give yourself points if you noticed that the opening question grabbed the reader, showing immediately how this book might relate to the reader’s practical life; a rhetorical question for which the book itself provides an answer is a great way to establish a book’s appeal at the very beginning of the synopsis.

Also, pat yourself on the back fifty times if you zeroed in on the subtle way in which this paragraph dissed the competition — the implication here is that the authors all previous books on the subject were such boneheads that THEY thought mountains were just collections of rocks. No one is naming names here, but those authors know who they are.

Still more points if you noted the clever (if I do say so myself) use of demographic information. (Which I made up for the example, so please don’t quote them elsewhere.) If you have statistics on your prospective market, this is the place to mention them — here, and in your query letter, and in your pitch. As in:

There are currently 2 million Americans diagnosed with agoraphobia, yet there are few self-help books out there for them — and only one that is actually written by an agoraphobic, someone who truly understands what it feels like to be shut in by fear.

Why is it so important to hammer home the statistics in every conceivable forum? Well, no matter how large the prospective market for your book is (unless it is an already well-covered market, such as golf fans), you can’t ever, ever assume that an agent or editor will be aware of its size. ALWAYS assume that they will underestimate it — and thus the market appeal of your book.

On that stirring statement, I think I shall end for the day. More on NF synopses follows tomorrow. In the meantime, keep up the good work!

Book marketing 101: synopses, part II, or, surprise me, please. Please?

Yesterday, I launched into a discussion one of the more frustration-generating tasks a writer faces on a routine basis, compressing a deliciously complex, breathtakingly nuanced 400-book into a 5- or 3-page summary in standard format. Unlike the — let’s see, how shall I describe them? — fulfilling parts of writing a book, a synopsis is unlikely to spring into your head fully-formed, like Athene; most writers have to flog the muses quite a bit to produce a synopsis they like.

To quote the late, great Billie Holiday: the difficult/I’ll do right now./ The impossible/will take a little while.

Yes, your synopsis does need to be ultra-polished, but then, so does everything you place under a prospective agent’s nose. Synopses are marketing materials, and should be taken as seriously as anything else you write.

No matter how good your book is, your best strategic move is to take some time to make your synopsis gorgeous; Miss America may be beautiful au naturale, for all any of us know, but you can bet your last pair of socks that at even the earliest stage of going for the title, she takes the time to put on her makeup with care.

On the bright side, since almost everyone just throws a synopsis together, impressing an agent with one actually isn’t as hard as it seems at first blush. Being able to include a couple of stunning visceral details, for instance, is going to make you look like a better writer — almost everyone just summarizes vaguely.

My readers, of course, are far too savvy to make that mistake, right?

Even if you are not planning to send out queries or submissions anytime soon (much to those sore-backed muses’ relief), I STRONGLY recommend investing the time in generating and polishing a synopsis BEFORE you are at all likely to need to use it. That way, you will never you find yourself in a position of saying in a pitch meeting, “A 5-page synopsis? Tomorrow? Um, absolutely.”

There was a reason that I introduced you to that Billie Holiday song; it’s the mantra of the working writer.

Actually, if you can bear it, it’s a great idea to pull together a couple of different lengths of synopsis to have on hand, so you are prepared when you reach the querying and submission stages to provide whatever the agent in question likes to see.

What lengths might you want to have in stock? Well, a 5-page, certainly, as that is the most common request, and perhaps a 3 as well. As clever readers Cindy and Dave pointed out in the comments on yesterday’s post, it’s getting more common for agents to request — you might want to make sure your heart medication is handy before you finish this sentence — a 1-page synopsis.

Tale a deep breath: if you’ve been working your way through the Book Marketing 101 series, you probably already have a 1-page synopsis floating around in your mind. You may know it by its other name: the 2-minute pitch. (For tips on how to construct one of these babies, please see the aptly-named 2-MINUTE PITCH category at right.)

Unfortunately, the 5- and 3-page versions are not sitting in my hat next to the 2-minute pitch and that rabbit, so I can’t pull them out as if by magic. So let’s hunker down and talk about constructing them from scratch.

It’s not absolutely necessary, technically speaking, but most professional fiction synopses CAPITALIZE THE ENTIRE NAME of each major character the first time it appears. Not every time, mind you; just the first. Why? To alert a skimming agent or editor to the fact that — wait for it — a new character has just walked into the story.

Because Millicent might, you know, miss ’em otherwise.

It is also considered pretty darned nifty (and word-count thrifty) to include the character’s age in parentheses immediately after the first time the name appears, resulting in synopses that look something like this:

ST. THERESA OF AVILA (26) has a problem. Ever since she started dating multi-millionaire GEORGE ARMSTRONG CUSTER (82), all of her friends have unaccountably decided that she is mercenary and hates Native Americans. Apart from JEANNE D’ARC (30), her wacky landlady-cum-bowling-partner, who uses every opportunity to pump Theresa for man-landing tips, none of the residents of Theresa’s swanky Upper East Side co-op are even speaking to her — at least until they start desperately vying for invitations to her exclusive wedding extravaganza, a lavish event to be held onstage at the Oscars, with THE REVEREND DOCTOR OWEN WILSON (44 if he’s a day, I would guess; Author! Author! hopes he feels better soon) officiating. How will Theresa find a maid of honor — and if she does, what will her jealous old boyfriend GOD (∞) do?

Should any of you out there think you’re up to rounding out the plot above into some measure of coherence and submitting it, please, be my guest. Really. I’d like to read it.

For the rest of you, please note what I have done here: in preparing a synopsis for a comedy, I have produced a — wait for it! — humorous treatment of the material.

And if I were creating a synopsis for a steamy romance novel with the same premise (although I tremble to think what a sex romp with that particular cast of characters would entail), you can bet your last wooden nickel [that] I would take some writerly steps to make my reader’s mouth go dry and his breath become short while perusing it.

Would I do this because I’m wacky? No, because — and brace yourself, because I’m about to divulge some serious words of wisdom here — the synopsis, like the first 50 pages, is a writing sample.

Oh, had I mentioned that before? Well, it cannot be said too often, in my opinion. The sensible writer’s primary goal in producing it is to demonstrate not only that it is a good (or at least marketable) story, an attention-grabbing yarn peopled with fascinating characters, but that the writer is a great storyteller.

Yes, yes, I hear you grumbling: from the POV of a novelist, 3 — 5 pages (or 1, heaven help us) hardly enough space to tell the story of a stoplight going from green to red with much panache.

But you know something? Agents and editors think so highly of writers’ talent that they expect you to do it anyway.

Bless them for their optimism, eh? You’d think, after reading hundreds of these things per week, that their faith would waver a bit, but no. Even the most hardened publishing type retains a belief in the possibility of the perfectly entertaining synopsis so intense that it makes the average 6-year-old’s belief in Santa Claus seem like positively Voltaire-ish levels of skepticism.

And that is pretty darned impressive, considering that all too often, writers just state the premise of the novel in a synopsis, rather than taking the reader through the plot, blow by blow. The results, alas, can be mind-bogglingly boring, even if the book itself is exciting.

“But Anne!” I hear you cry, and who could blame you? “My book is about a love affair between a bomb-defusing stockbroker who moonlights as a cat burglar and a former Olympic ice skater who now sits on the UN Security Council when she’s not designing speedboats or skeet shooting. How boring could a straightforward summary of THAT premise possibly be?”

Oh, my dear, you would be surprised. I read a LOT of synopses each year, and let me tell you, through sheer repetition, the plots of even the raciest potboilers can start sounding awfully similar after awhile.

And the average agent reads as many of them in a day as I do in six months. Under such an assault of plotting, even if the reader is armed with the best possible intentions and the greatest conceivable love of literature to begin with, the eyes begin to glaze, passing indifferently over massacres and heretofore-unknown sex acts alike.

So how, given that your synopsis is inevitably going to be read in the midst of an avalanche of others with similar claims to a reader’s attention, can you make yours stand out?

As any great storyteller can tell you (and will, at the slightest provocation), keeping the audience’s attention is largely dependent upon the storyteller’s skill in juggling a number of factors: pacing, character development, and detail, to name but a few. A storyteller who cannot surprise her audience from time to time is probably going to end up boring them, at least a little.

Work on cultivating the element of surprise. If the plot has twists and turns, so should the synopsis. Show the story arc, but do not merely summarize the plot as quickly as possible (as — sacre bleu! — most of the synopses any agent receives will). Try to give the feel of a number of specific scenes. Don’t be afraid to use forceful imagery and strong sensual detail, and try to make the tone of the synopsis echo the tone of the book.

Yes, yes, I know: it’s a tall order. But don’t forget that the synopsis is every bit as much an indication of your writing skill as the actual chapters that you are submitting. (Where have I heard [that] before?) And don’t you want YOURS to be the one that justified the agent’s heavily-tried faith that SOMEBODY out there can tell a good story in 3 — 5 pages?

Or — gulp! — 1?

Don’t worry; you can do this. There are more rabbits in that hat, and the muses are used to working overtime. Keep up the good work.

Book marketing 101: what do you mean, I need a synopsis, too?

Did you notice yesterday that I began a subtle segue into synopses? Well, okay, not all that subtle — I just started saying that this or that piece of advice could also be applied productively to your synopsis. Which, in case you weren’t aware of it, you are going to need to market your book.

I do hope that wasn’t a terrible surprise to anyone.

Literally every writer in the world who deals with either an agent or an editor will need to produce a synopsis at some point — and since the first of those points is often immediately following a querying at a literary conference, I wanted to make sure to cover it before I ended the Book Marketing 101 series.

Actually, glancing back over my archives, I’m rather stunned at how long it’s been since I’ve devoted a post to ’em; like most unpleasant subjects, I guess we’ve all been gliding past this one with genteelly averted eyes. Since I haven’t talked about it in depth for a while, let’s start with the absolute basics.

For those of you new to the term, a synopsis is a brief exposition IN THE PRESENT TENSE of the entire plot of a novel or the whole argument of a book. Typically, professional synopses run from 3-5 pages (in standard format, and thus double-spaced, with 1-inch margins, in Times, Times New Roman, or Courier typefaces), depending upon the requirements of the requesting agent or editor.

Yes, Virginia, you read that correctly: agency guidelines and contest rules sometimes ask for much shorter synopses, 1 or 2 pages — and this is maddening, as it would obviously be INFINITELY easier on aspiring writers everywhere if we could simply produce a single submission packet for our work that would fly at any agency in the land.

As I have mentioned before, though, however much speakers at conferences, writing gurus, and agents themselves speak of the publishing industry as monolithic, it isn’t: individual agents, and thus individual agencies, like different things.

The result is — and I do hate to be the one to break this to you, Virginia — no single synopsis you write is going to please everybody in the industry.

Give each what she asks to see. Literally the only pressure for length standardization comes from writers, who pretty uniformly wish that there were a single formula for the darned thing, so they could write it once and never think about it again.

Why might an agency want a shorter one? Like so much else in the industry, time is the decisive factor: synopses are shorthand reference guides that enable overworked agency staffs (yes, Millicent really is overworked — and often not paid very much, to boot) to sort through submissions quickly. And obviously, a 1-page synopsis takes less time to read than a 5-page one.

As nearly as I can tell, the shorter synopses typically aren’t used for marketing outside the agency at all. Why not? Well, realistically, a 1- or 2-page synopsis is just a written pitch, not a genuine plot summary, and thus not all that useful for an agent to have on hand if an editor starts asking pesky follow-up questions like, “Okay, so what happens next?” (If you’ve never pitched your work verbally to an agent, and want to learn how to do it, please check out the PITCHING category at right. No matter how good a book is, learning to describe it in terms the entire industry will understand is a learned skill.)

Do I hear some confused murmuring out there? “Wait,” I hear some of you saying, “this makes it sound as though my novel synopsis is never going to see the light of day outside the agency. If I have to spend all of this time and effort perfecting a synopsis, why doesn’t the agent just forward it to editors who might be interested?”

Ah, that would be logical, wouldn’t it? But as with so many other flawed human institutions, logic does not necessarily dictate why things are done the way they are within the industry; much of the time, tradition does. So the argument against trying to sell a first novel on synopsis alone: fiction is just not sold that way, my dear.

Fiction is sold to publishing houses on the manuscript itself, not the summary. So for a novel, the synopsis is a marketing tool for landing an agent, rather than something that sticks with the book throughout the marketing process. (This is not true of nonfiction, where the synopsis is part of the book proposal.)

I’m not quite sure why agents aren’t more upfront at conferences about the synopsis being primarily an in-house document when they request it. Ditto with pretty much any other non-manuscript materials they request — indications of target market, author bio, etc.

Requiring this kind of information used to be purely the province of the non-fiction agent, who needed it to put together a book proposal. Increasingly over the last decade or so, however, fiction writers are being asked to provide this kind of information to save agents time. Since the tendency in recent years has been to transfer as much of the agents’ work to potential clients as possible, it wouldn’t surprise me in the slightest if agents started asking for the full NF packet from novelists within the next few years.

But let’s not worry about that dread day until it happens, shall we? Today, in most cases, a 3 or 4 page synopsis is all a fiction writer will need.

But think about that for a moment: 4 pages in standard format is roughly 1000 words, enough space to give some fairly intense detail. By contrast, a jacket blurb is usually between 100 and 250 words, only enough to give a general impression or set up a premise.

I point this out, because far too many writers new to the biz submit jacket blurbs to agents, editors, and contests, rather than synopses: marketing puff pieces, rather than plot descriptions or argument outlines. This is a mistake. Publishing houses have marketing departments for producing advertising copy. In a synopsis from a heretofore-unpublished writer, what industry professionals want to see is not self-praise, or a claim that every left-handed teenage boy in North America will be drawn to this book (even it it’s true), but a summary of what the book is ABOUT.

In other words, like the query, the synopsis is a poor place to boast. Since the jacket blurb synopsis is so common, most agencies use it as — wait for it — an easy excuse to reject a submission unread.

Yes, it’s unfair to those new to the biz, but the industry logic runs thus: a writer who doesn’t know the difference between a blurb and a synopsis is probably also unfamiliar with other industry norms, such as standard format and turn-around times. Thus (they reason), it’s more efficient to throw that fish back, to wait until it grows, before they invest serious amounts of time in frying it.

With such good bait, they really don’t stay up nights worrying about the fish that got away. They know you’ll come swimming back.

I know: it’s awful to think of one’s own work being treated that way, or indeed, that of any dedicated writer. If I ran the universe, synopses would not be treated this way. Instead, each agency would present soon-to-query writers with a clear, concise how-to for its preferred synopsis style — and if a writer submitted a back jacket blurb, Millicent the agency screener would chuckle indulgently, hand-write a nice little note advising the writer to revise and resubmit, then tuck it into an envelope along with that clear, concise list.

Or, better yet, every agency in the biz would send a representative to a vast agenting conference, a sort of UN of author representation, where delegates would hammer out a set of universal standards for judging synopses, to take the guesswork out of it once and for all. Once codified, bands of laughing nymphs would distribute these helpful standards to every writer currently producing English prose, and bands of freelance editors would set up stalls in the foyers of libraries across the world, to assist aspiring writers in conforming to the new standards.

Unfortunately, as you may perhaps have noticed, I do not run the universe, so we writers have to deal with the prevailing lack of clear norms.

Because it’s so easy for a too-long or too-short synopsis to be dismissed, though, I would advise NEVER allowing your synopsis to run over 5 pages or under 2. Since 3-4 pages is industry standard, one that is much shorter will make you look as if your story is unable to sustain a longer exposition; if it is much longer, you will look as though you aren’t aware of the standard. Either way, the results can be fatal to your submission.

So what DOES work in a synopsis? It’s not going to sound sexy, I’m afraid, but here is the secret: for fiction, stick to the plot of the novel, include enough vivid detail to make the synopsis interesting to read, and make sure the writing is impeccable.

For nonfiction, begin with a single paragraph about (a) why there is a solid market already available for this book and (b) why your background/research/approach renders you the perfect person to fill that market niche. Then present the book’s argument in a straightforward manner, showing how each chapter will build upon the one before to prove your case as a whole. Give some indication of what evidence you will use to back up your points.

Well, so much for synopses. Tomorrow…

Just kidding; the synopsis is a tall order, and I’m going to walk you past its most common pitfalls. In a week or so, you’ll be teaching other writers how to do it — and you’ll have yet another formidable tool in your marketing kit.

In the meantime, keep up the good work!

Book marketing 101: scanning your query letter for problems, part VI, or what makes Millicent cry, “My, but this sounds fascinating.”

This will be my last post (for the time being, at any rate) about the mysteries of querying — hooray for all of us for chugging through it! Today’s questions focus upon conveying that your book is INTERESTING, in addition to being marketable.

And no, that’s not necessarily a foregone conclusion.

You’d be surprised at how many query letters for genuinely interesting books fail to make them sound so. In fact, an astonishingly high percentage of the query letters that fall onto agents’ desks make the books sound dull as the proverbial dishwater.

Partially, this is due to writers’ forgetting that the query letter is a writing sample, too.

It’s a trifle jarring to think of it that way, isn’t it? But realistically, every English sentence a writer looking to sell a book places under an agent or editor’s nose is a writing sample: the query, the synopsis, the bio, the book proposal. Every paragraph is yet another opportunity to show these people that you can write.

And that your book — and you — are interesting enough for them to want to be embroiled with for the next couple of years.

Again, this is where adhering to a pre-set formula for query letter perfection can really harm a book’s chances. By definition, cooking-mix prototypes are generic; you really don’t want to add your title to one of the many samples out there and stir.

Instead, you will want to use every ounce of writing skill to make that agency screener forget that you are hitting the basic points that a solid, professional query letter hits. Yes, cramming all of that info into a page is an annoying exercise — your job is to make it look easy.

Not entirely coincidentally, the next couple of items on the query checklist speak to these very issues.

(14) Have I avoided using clichés?
In a manuscript, this one is self-evident, but actually, clichés turn up with surprising frequency in query letters and synopses. Sometimes, writers will include hackneyed phrases in an effort to be hip — especially common in queries for books aimed at the YA or twentysomething market.

However, there can be a fine line between a hip riff on the zeitgeist and a cliché. When in doubt, leave it out, as my alcoholic high school expository writing teacher used to hiccup into my cringing ear.

Why? Well, many people in the publishing industry have a hatred of clichés that sometimes borders on the pathological. “I want to see THIS writer’s words,” some have been known to pout, “not somebody else’s.”

Don’t tempt these people — they already have itchy rejection-trigger fingers.

The other way that clichés often creep into queries and synopses is when writers invoke stereotypes, either as shorthand (that descriptive paragraph can’t be very long, after all) or in an attempt to put a spin on a hackneyed concept. The first almost never works, especially for fiction — see earlier comment about how the industry wants to see YOUR ideas, not the common wisdom.

The second is just hard to pull off in a short piece of writing, for much the same reason that experimental spellings, innovative sentence structures, and imaginative punctuation tend not to lend magic to a writing sample. To a professional eye seeing any given writer’s work for the first time, it’s pretty hard to tell what is a deliberate play upon language and what is simply evidence that the submitter did not pay very close attention in English class.

Similarly, on a quick read of a short sample, it can be pretty hard to tell the difference between a reference to a tired old concept (she’s a ditsy cheerleader who dominates her school, but learns the true meaning of caring through participation in competitive sport) and a subtle subversive twist (she’s a ditsy cheerleader, but in reality, she’s young-looking nuclear physicist acting a role so she can infiltrate the local high school to ferret out the science teacher bent upon world domination).

I don’t mean to shock anyone, but it’s just a fact that skimmers will often read only the beginnings of sentences. And since both descriptions begin with she’s a ditsy cheerleader… get the picture?

Save the subtle social criticism for the manuscript; in your query letter and synopsis, stick to specifics, and avoid stereotypes like the proverbial plague. Or, to put it as bluntly as my high school English teacher would have: cut anything that has even the remotest chance of being mistaken for a cliché.

(15) Does the sentence structure vary enough?
Writers tend not to think about sentence structure much in this context: your garden-variety query letter is stuffed to the brim with simple declarative sentences (or with four-line beauties with two semicolons in them). As in,

I have written a book called Straightforward Metaphors. I hope you will be interested in representing it. It is about two sailors who go to sea. They get wet.

Or, to cite an even more popular structural choice:

I have written a novel, Straightforward Metaphors, and I hope you will be interested in representing it. Two sailors put to see, and they find their clothing all wet in record time. They toss their uniforms into the ocean, and their captain sees them dancing about the deck in their very non-regulation underwear. Hilarity ensues, and a court-martial has never been funnier.

As I have argued about manuscripts, it’s tiring for a reader to scan the same sentence structures back-to-back, line after line. Mixing it up a little is a relatively painless way to make your writing seem more sophisticated and lively without altering meaning.

(16) Have I avoided the passive voice altogether?
This one is a good idea in every piece of writing you submit to an agency or a publishing house, because — not to put too fine a point on it — most professional readers have been trained to believe passive voice equals poor writing, inherently.

Yes, I was aware that you already knew that. I bring it up, though, because when a writer is in the throes of trying to sum up the appeal of a 400-page book in the space of a single paragraph (or a 3-5 page synopsis, even), it can be awfully tempting to trim some space by letting the sentence structure imply that actions happened entirely of their own accord.

So instead of Harold’s teacher went around the room, rapping the students who had received grades of B- or lower over their quivering knuckles with a ruler, many queries will opt for The students who had received grades of B- or lower got their knuckles rapped, as if ruler-wielding cherubium descended from the heavens and did the rapping without human intervention of any kind.

And the Millicents of this world roll their eyes.

There’s another, subtler reason to avoid the passive voice in queries and synopses: on an almost subliminal level, the passive voice tends to imply that your protagonist is being acted-upon, rather than being the primary actor in an exciting drama. Which leads me to…

(17) Does my summary make my protagonist come across as the primary actor in an exciting drama?
As I have pointed out before, agents and editors see a LOT of novel submissions featuring passive protagonists, stories about characters who stand around, observing up a storm, being buffeted about by the plot.

We’ve all read stories like this, right? The lead watches the nasty clique rule the school, silently resenting their behavior until the magic day that the newly-transferred halfback notices her; the amateur detective goes to the prime suspect’s house and instead of asking probing questions, just waits to see what will happen. The shy couple is madly in love, but neither will make a move for 78 pages — until that hurricane forces them to share the same cramped basement.

I’ve ranted elsewhere (see the PURGING PROTAGONIST PASSIVITY category, right) about why first novels with passive protagonists tend to be harder to sell than ones with strong actors. My point at the moment is that in the course of trying to summarize a complex premise, many queriers present their protagonists as mere pawns buffeted about by forces beyond their control, rather than interesting people in interesting situations.

Yes, it’s unfair to leap to conclusions about an entire book’s writing choices based upon only a paragraph’s worth of summary. But lest we forget, that particular bit of unfairness forms a crucial part of Millicent’s job description.

Don’t risk it.

(18) Does my query letter read as though I have a personality?
This question frequently seems to come as a surprise to writers who have done their homework, the ones who have studied guides and attended workshops on how to craft the perfect query letter.

“Personality?” they cry, incredulous and sometimes even offended at the thought. “A query letter isn’t about personality; it’s about saying exactly what the agent wants to hear about my book.”

I beg to differ. The fact is, the various flavors of perfect query are pervasive enough that a relatively diligent agency screener will be familiar with them all inside of a week. In the midst of all of that repetition, a textbook-perfect letter can come across as, well, unimaginative.

In a situation where you are pitching your imagination and perceptiveness, this is not the best impression you could possibly make, is it?

A cookie-cutter query is like a man without a face: he may dress well, but you’re not going to be able to describe him five minutes after he walks out of the room.

Your query letter should sound like you at your very best: literate, polished, and unique. You need to sound professional, of course, but if you’re a funny person, the query should reflect that. If you are a 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. Because, you see, a query letter is not just a solicitation for an agent to pick up your book; it is an invitation to an individual to enter into a long-term relationship with you.

I firmly believe that there is no 100% foolproof formula, my friends, whatever the guides tell you. But if you avoid the classic mistakes, your chances of coming across as an interesting, complex person who has written a book worth reading goes up a thousandfold.

Keep up the good work!

PS: While the status of my memoir remains up in the air, I have tried restrain myself from commenting on the many excellent Philip K. Dick fan sites. (For those of you new to the blog, 2 1/2 years ago, a publisher acquired my book about my childhood and teenage relationship with the writer — my mother’s first husband — and it was set to come out last year. The Dick estate threatened to sue both my publisher and me personally if it ever saw the light of day; they never specified why, nor asked for major changes. I gather that there is some question in their minds about whether I own my own memories.)

However, there is something truly odd going on over at the very thoughtful Total Dick-Head blog that I think may be of interest to both fans and writers in general: the PKD estate has evidently demanded that the site take down a reproduction of a fan newsletter. Since the original was published over 25 years ago, and apparently no one has objected to it in the interim, this strikes me as a mite surprising, not to say ungracious.

Or it would be, if it consisted of material that either the estateniks or Philip himself wrote. But it doesn’t seem to be — according to my copy, the newsletter was edited (and largely written by) the president of the Philip K. Dick Society and then-literary executor of the Dick estate, Paul Williams. Philophiles may know him as the author of one of the first PKD biographies, Only Apparently Real.

Williams evidently gave the blog’s writer, a serious scholar of Philip’s work, explicit permission to post it. But the estate is now asserting that he didn’t have the right to give permission to reproduce the newsletter — or, indeed, any of the nine years’ worth of Philip K. Dick Society newsletters he edited. Nor, although they claim they own the copyright, will they post the newsletters on the official PKD fansite. (I don’t pretend to follow their logic, but you can see the official rationale here.)

Which would be a little less odd if the newsletters had not been for sale for quite some time on Williams’ website — as indeed they still are at the time of this posting. Call me zany, but to my mind, this implies that the copyright to his publications is his.

This whole episode makes me really sad, as Philip was such a hater of every form of censorship. Williams has literally devoted decades to getting out the word about Philip’s writing, and it’s a real shame that fans and scholars alike will not have online access to his work.

Book marketing 101: scanning your query letter for problems, part V, or, the mythical perfect query letter

Today will be the next-to-last installment in my series on polishing your query letter to a high gloss. Later in the week, I will be moving on to crafting a Millicent-intriguing synopsis, completing our packets. And since I’ve only just noticed that it’s been an awfully long time since I’ve made a ceremonial visit to what a professional title page looks like, I shall probably take a run by that and estimating word count in the days to come as well.

I know, I know: not scintillating, perhaps, but definitely practical.

For the record, I don’t believe that there IS such a thing as a universally perfect query letter, one that will wow every agent currently hawking books on the planet. It is logically impossible: agents represent different kinds of books, for one thing, so the moment you mention that your book is a Gothic romance, it is going to be rejected by any agent who does not represent Gothic romances. Simple as that.

More fundamentally, though, I do not accept the idea of a magical formula that works in every case. Yes, the format I have been going over here tends to work well; it has a proven track record.

However — and I hate to tell you this, because the arbitrary forces of chance are hard to combat — even if it is precisely what your targeted agency’s screener has been told to seek amongst the haystack of queries flooding the mailroom, it might still end up in the reject pile if the screener or agent is having a bad day.

If the agent has just broken up with her husband of 15 years that morning, for instance, it’s probably not the best time to query her with a heartwarming romance. If she slipped on the stairs yesterday and broke both her wrists, she’s probably not going to be all that receptive to even the best knitting book today. And if he has just blistered his tongue by biting too quickly on a microwaved knish, it’s highly unlikely that any query is going to wow him within the next ten minutes, even if it were penned by William Faulkner, Toni Morrison, and William Shakespeare in an unprecedented show of time-traveling collaboration.

No writer, however gifted, can win in such a situation.

My point is, there will always be aspects of querying success that you cannot control, and you will be a significantly happier writer in the long run if you accept that there is inevitably an element of luck involved.

Frankly, this took me quite a long time to accept myself. I once received a rejection from an agent who had hand-written, “This is literally the best query letter I have ever read — but I’ll have to pass” in the margins of my missive — as if that was going to make me feel any better about being rejected.

Frankly, it annoyed me far more than it pleased me, and like many writers, my mind flooded with resentful questions. Had the agent just completed a conference call with every editor in the business, wherein they held a referendum about the marketability of my type of novel, voting it down by an overwhelming margin? Had she suddenly decided not to represent the kind of book I was presenting due to a mystical revelation from the god of her choice? Or had the agent just gotten her foot run over by a backhoe, or just learned that she was pregnant, or decided to lay off half her staff due to budget problems?

Beats me; I’ll never know.

But the fact is, whatever was going on at that agency, it was beyond my control. Until I am promoted to minor deity, complete with smiting powers, love potions, and telepathic control of the mails, I just have to accept that I have no way of affecting when my query — or my manuscript, or my published book — is going to hit an agent, editor, reviewer, or reader’s desk.

My advice: concentrate on the aspects of the interaction you CAN control. Speaking of which, on to the checklist.

(11) Have I mentioned the book category?
I discussed this earlier in this series, in connection with your verbal pitch, but it bears repeating here: like it or not, you do need to use some of your precious querying space to state outright what KIND of a book you are shopping around.

The fact is, any agent will have to tell any editor what genre your book falls into in order to sell it: it is really, really helpful if you are clear about it up front.

You’d be surprised at how few query letters even mention whether the work being pitched is fiction or nonfiction — and how many describe the book in only the most nebulous of terms.

This is a business run on categories, people: pick one. Tell the nice agent where your book will be sitting in a bookstore, and do it in the language that people in the publishing industry use.

Since I posted on this fairly recently (see BOOK CATEGORIES, right), I shall not run through the categories again. If you’re in serious doubt about the proper term, dash to your nearest major bookstore, start pulling books similar to yours off the shelf in your chosen section, and look on the back cover: most publishers will list the book’s category either in the upper left-hand corner or in the box with the bar code.

Then replace the books tidily on the shelf, of course. (Had I mentioned that I’m a librarian’s daughter? I can prove it, too: Shhh!)

And if you’re absolutely, positively convinced that it would be an outrage upon the very name of truth to commit your novel to any one category, PLEASE don’t make up a hyphenate like Western-Fantasy-How-to, in order to try to nail it with scientific precision. In a pinch, if it doesn’t fall clearly into at least a general category, just label it FICTION and let the agent decide.

Provided, of course, that you are querying an agent who routinely represents fiction that does not fit neatly into any of the major established categories. I definitely wouldn’t advise this with, say, an agent who represents only romantica or hard-boiled mysteries.

But whatever you do, avoid cluttering up your query letter, synopsis — or indeed, any communication you may have with an agent or editor prior to clutching a signed contract with them in your hot little hand — with explanations about how your book transcends genre, shatters boundaries, or boldly goes where no novel has gone before. Even if it’s true.

Yes, such a speech makes a statement, but probably not the one the writer intends. Here’s how such statements translate into agent-speak: “This writer doesn’t know how books are marketed.”

(12) Have I listed my credentials well? Do I come across as a competent, professional writer, 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 camp trophy for woodworking can be a selling point, in the proper context. Ditto with any publication, anytime, anywhere, regardless of whether you were paid for writing it.

But truthfully, 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 did, and any awards you have won, if you have.

If you are a member of a regularly-meeting writers’ group, mention that, too: anything that makes you sound like a serious professional is appropriate to include. But if you don’t have anything you feel you can legitimately report here, don’t stretch the truth: just leave out this paragraph.

(13) Have I made any of the standard mistakes, the ones about which agents often complain?
I like to think of this as a primary reason to attend writers’ conferences regularly: they are one of the best places on earth to collect lists of the most recent agents and editors’ pet peeves. I’ve been going through most of the major ones throughout this series, but some of them can be quite itty-bitty.

Referring to your book as a fiction novel is invariably on the top of every agent’s list, for instance; in point of fact, all novels are fiction, by definition. A non-fiction memoir, a real-life memoir, and nonfiction based on a true story, as well as permutations on these themes, are all similarly redundant.

Waffling about the book category is also a popular choice, as are queries longer than a single page, including promotional blurbs from people of whom the agent has never heard (“Chester Smith says this is the most moving book about trout fishing he’s ever read!”), or ANY mention of the book’s potential for landing the author on Oprah. Any or all of these will generally result in the query being tossed aside, unread.

Especially the last; the average screener at a major NYC agency could easily wallpaper her third-floor walk-up in Brooklyn seven times over with query letters that make this claim — and I’m talking about ones received within a single month. Just don’t do it.

I shall be wrapping up the query checklist tomorrow, my friends, then it’s straight into the wilds of synopsis territory. Keep up the good work!

Book marketing 101: scanning your query letter for problems, part IV, or, half-dressed people on rafts

Ah, a gorgeous Pacific Northwest summer day: the sun is out, the sky is blue — and the writers of the Puget Sound are inside, away from it all, tapping away at their computers. All is right with the world.

Back to my checklist of problems endemic to query letters. I timed today’s questions for a weekend, so everyone would be nice and relaxed, because I suspect some of this information may come as a surprise, even to people who have been querying for a while.

We’re getting down to the subtleties and niceties, my friends. Beginning with:

(8) Is my summary paragraph in the present tense?
This is one of those industry weirdnesses: one-paragraph summaries, like pitches and synopses, are ALWAYS written in the present tense. Even when the author is describing events that happened before the fall of the Roman Empire. Go figure.

And apparently, writers are supposed to know this because the synopsis fairy descends from the heavens when one reaches a certain level of craft and bops one on the head with her magic wand. Or because they have attended an expensive class or conference that told them so.

I’m not a big fan of keeping things like this secret, so let’s shout it to the rooftops: THE SUMMARY SHOULD BE IN THE PRESENT TENSE.

The only major exception is, interestingly enough, memoir, probably because it simply doesn’t make sense for an adult to say: “Now I am six, and my father tells me to take out the garbage. But I don’t want to take out the garbage, and in a decision that will come back to haunt me in high school, I choose to bury it in the back yard.”

It’s confusing to a sane person’s sense of time. But then, so are the querying and submission processes, frequently.

(9) Does my summary paragraph emphasize the points that will make the book appeal to my target audience?
Since a query letter is, at base, a marketing document (and I do hope that revelation doesn’t startle anybody, at this juncture; if so, where oh where did I go wrong, etc.), it should be readily apparent to anyone who reads your summary what elements of the book are most likely to draw readers. In other words, if you printed out your list of selling points and read it side-by-side with your query, would the summary paragraph demonstrate that at least a few of those elements you identified as most market-worthy?

Once again, you see, we’re dipping into that writer’s toolkit that we’ve been spending the summer assembling. (If you have not assembled a list of selling points for your book, there are a series of posts that will walk you through it relatively painlessly, cleverly hidden under the category YOUR BOOK’S SELLING POINTS at right.)

One of the most common mistakes made in summary paragraphs is to confuse vague statements about who MIGHT conceivably buy the book with specific, pithy descriptions of what in the book might appeal to the market you’ve already identified in your first paragraph. Compare, for instance:

CANOE PADDLING MAMAS is designed to appeal to the wild, romantic adventurer in every woman. Set along the scenic Snake River, well known to whitewater rafters, the story follows two women in their journey through fast water and faster men. It belongs on the bookshelf of every paddle-wielding woman in America.

With:

Caroline Bingley (26) and Elizabeth Bennet (20) are floating down a lazy river, the sun baking an uneasy outline around their barely-moving paddles. Suddenly, the rapids are upon them — as is a flotilla of gorgeous, shirtless, rapids-navigating men on generous inner tubes. When a violent hailstorm traps them all in a dank, mysterious cave that smells of recently-departed grizzly bear, shivering in their thin, wet clothes, tempers flare — and so does romance.

Okay, cover up those last two paragraphs, and take this pop quiz: what do you remember most from the first? The title? The Snake River? The bad cliché? Your speculation that my reference to “every paddle-wielding woman in America” might cause this blog to spring up in some unlikely Internet searches from now until Doomsday?

Now what do you remember about the second? As a writer, I’m betting that the image that popped first into your mind was that floating phalanx of nearly naked hunks.

Tell me, if you were an agent handling romances, which image would impress you as being easiest to market to outdoorsy heterosexual women? I rest my case.

Except to say: in the first, a reader is unlikely to remember the BOOK, rather than the query. And in the second, the query-reader is encouraged to identify with the protagonists — who are, like the reader, contemplating all of those inner tube-straddling guys.

Okay, try to shake that image from your mind now, so we can move on. No, seriously.

The other reason that the second summary is better is that it presumably echoes the tone of the book. If you have written a steamy romance, you’d better make sure that your summary is sexy. If it’s a comedy, make sure there’s at least one line in the summary that elicits a chuckle. If it’s a horror novel, make sure it’s creepy. And so forth.

Again, this is basic pitching strategy, right?

(10) Wait — have I given any indication in the letter 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. Call me mercenary, but I think that is rather market-unwise, don’t you?

Or, to put it another way, 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 on earth is going to want to buy this book?”

No extra credit for guessing the answer to that one: no.

As those of you who went through the identifying your target market exercises earlier in Book Marketing 101 (easily found under the obfuscating category title IDENTIFYING YOUR TARGET AUDIENCE at right, for those of you joining us late in the series) already know, figuring out the ideal readership for a book is not always a simple or straightforward task, even for someone who knows the text as intimately as its author. Don’t expect the appeal to be self-evident, even for a book like the one described above, where the appeal is fairly self-evident.

To go back to an earlier mantra: structure your marketing materials to make it as easy as possible for folks in the industry to help you. You want Millicent the screener to cast her eyes over your query and go running to her boss, the agent, saying, “Oh, my God, we have to see this manuscript.”

In short, it is a far, far better thing to induce the screener to exclaim, “This book belongs on the bookshelf of every paddle-wielding woman in America!” than to have the query tell her that it does. Even if it’s true.

Have a nice weekend, everybody, especially those of you who are going to be floating down the some wild, largely unexplored river with scantily-clad men who obviously spend a suspiciously high percentage of their time at the gym. As for me, I shall be right here, as I so often am, editing away.

Keep up the good work!

Book marketing 101: scanning your query letter for problems, part III, or, far from the madding zombie crowd

For the past few days, I have been urging you to take a long, hard look at your query letter, to make sure that you are projecting the impression that you are an impressively qualified, impeccably professional writer waiting to be discovered — as opposed to the other kind, who in agents’ minds swarm to post offices around the world in legions like creatures in zombie films, droning, “Represent my book! Represent my book!”

(That would be the undead they’re thinking of storming post offices, mind you, not the 1960s band.)

Yes, I know that it seems impossibly nit-picky to concentrate this hard upon a page of text that isn’t even in your manuscript. I’m just trying to save you some time, and some misery — and a whole lot of rejection. So print up your latest query letter, please, and let’s ask ourselves a few more probing questions before we pop that puppy in the mail.

Everybody comfortable? Good. Let’s promote the heck out of your book.

First, please read the entire letter aloud, so it is clear in your mind — and to catch any lapses in logic or grammar, of course. I don’t care if you did it yesterday: do it again, because now you’re doing it in hard copy, where — long-time readers, chant it with me now — you’re significantly more likely to catch itty-bitty errors like missed periods.

Why aloud? Because it’s the best way to catch a left-out word or logic problem. Don’t feel bad if you find a few: believe me, every successful author has a story about the time that she realized only after a query or a manuscript was in the mailbox that it was missing a necessary pronoun or possessive. Or misspelled something really basic, like the book category.

And if you don’t read it aloud IN HARD COPY one final time between when you are happy with it on your computer screen and when you apply your soon-to-be-famous signature to it…well, all I can do is rend my garments and wonder where I went wrong in bringing you up.

All right, I’ll hop off the guilt wagon now and back onto the checklist road. (My mother’s favorite joke — Q: how many Mediterranean mothers does it take to screw in a light bulb? A: None. “Don’t mind me; I’ll just sit here in the dark, while you do what you want…”)

(6) Is the first paragraph of my query compelling? Does it get to the point immediately? If I were an agency screener, would I keep reading into the next paragraph?

I am dwelling upon the first paragraph of the query letter because — oh, it pains me to be the one to tell you this, if you did not already know — countless query letters are discarded by agents and their screeners every day based upon the first paragraph alone. This is the primary reason I advise against e-mail queries, incidentally, except in the case of agents who specifically state they prefer them over the paper version: it’s too easy to delete an e-mail after reading only a line or two of it.

This may seem draconian, but think about it from Millicent the screener’s perspective: if you had to get through 200 queries before the end of the afternoon, would you keep reading the one in front of you if the first paragraph rambled? Or, heaven forefend, contained a typo or two?

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. Does it present the relevant information — why you are querying this particular agent, book category, title, etc. — in a professional, compelling manner?

Cut to the chase. All too often, when writers do not make their intentions clear up front — say, by neglecting to mention the book category — the letter simply gets tossed aside after the first paragraph.

All right, on to paragraph two:

(7) Is my brief summary of the book short, clear, and exciting? Have I actually said what the book is ABOUT?

Frequently, authors get so carried away with conveying the premise of the book that they forget to mention the theme at all. Or they try to cram the entire synopsis into the query letter. Given that the entire query letter should never be longer than a page, your summary needs to be very short and sweet, just like your hallway pitch.

Here’s a quick way to tell if your letter is hitting the mark: unearth that book keynote you came up with earlier in this series for a pitch, and compare it with your summary paragraph in the query. Do they read as though they are describing the same book?

If you’re worried about leaving out salient points, here’s an idea: include the synopsis in your query packet. While you have an agency screener’s attention, why not have a fuller explanation of the book ready to hand? That’s 3-5 entire, glorious pages to impress an agent with your sparkling wit, jaw-dropping plot, and/or utterly convincing argument.

Did I hear a few gasps out there? “But Anne,” I hear timorous non-zombie voices cry, “the agency’s listing in the standard agency guide and/or website does not mention sending a synopsis with my query. I thought I was supposed to send only EXACTLY what the agent requested?”

Well caught, oh anonymous voices: sending only what is requested is indeed the rule for SUBMISSIONS. And obviously, you should check what the particular agency wants to see. If an agency asks for something special in its querying guidelines, such as the first 5 pages of your manuscript (the agency that represents yours truly encourages writers to send a first chapter, but that’s rare), you should send precisely that.

However, most agencies do not spell out so clearly what they want to see stuffed in that query envelope: even the most cursory flip through the Writer’s Digest Guide to Literary Agents will produce many repetitions of the minimal phrase query with SASE that it becomes slightly hypnotic. In my experience, the Millicents at such agencies may not always read an included synopsis, but they don’t go around automatically rejecting queries that include them, either.

With one exception: if a synopsis is sent as an attachment with an e-mail query. Most agencies have policies against opening unrequested attachments, so if you include a synopsis with your e-query, add it in the body of the message, after the letter itself.

In a paper query, I think a good synopsis is usually worth including, provided that it is brief, well-written, and professional. (Don’t worry; I shall be going over how to write a killer synopsis next week.) Including it will free you to concentrate on the point of the query letter, which is to capture the reader’s attention, not to summarize the entire book.

Within the query letter itself, you honestly do have only have 3-5 sentences here to grab an agent’s interest, so generally speaking, you are usually better off emphasizing how interesting your characters are and how unusual your premise is, rather than trying to outline the plot.

Still tempted to spend the entire page recounting plot twists? Okay, let’s step into an agency screener’s shoes for a minute. Read these two summaries: seriously which would make you ask to see the first fifty pages of the book?

Basil Q. Zink, a color-blind clarinetist who fills his hours away from his music stand with pinball and romance novels, has never fallen in love — until he meets Gisèle, the baton-wielding conductor with a will of steel and a temper of fire. But what chance does a man who cannot reliably make his socks match have with a Paris-trained beauty? Ever since Gisèle was dumped by the world’s greatest bassoonist, she has never had a kind word for anyone in the woodwind section. Can Basil win the heart of his secret love without compromising his reputation as he navigates the take-no-prisoners world of the symphony orchestra?

Clear in your mind? Now here is entry #2:

BATON OF MY HEART is a love story that follows protagonist Basil Q. Zink, whose congenital color-blindness was exacerbated (as the reader learns through an extended flashback) by a freak toaster-meets-tuning-fork accident when he was six. Ever since, Basil has hated and feared English muffins, which causes him to avoid the other boys’ games: even a carelessly-flung Frisbee can bring on a flashback. This circle metaphor continues into his adult life, as his job as a clarinetist for a major symphony orchestra requires him to spend his days and most of his nights starting at little dots printed on paper.

Life isn’t easy for Basil. Eventually, he gets a job with a new symphony, where he doesn’t know anybody; he’s always been shy. Sure, he can make friends in the woodwind section, but in this orchestra, they are the geeks of the school, hated by the sexy woman conductor and taunted by the Sousaphonist, an antagonist who is exactly the type of Frisbee-tossing lunkhead Basil has spent a lifetime loathing. The conductor poses a problem for Basil: he has never been conducted by a woman before. This brings up his issues with his long-dead mother, Yvonne, who had an affair with little Basil’s first music teacher in a raucous backstage incident that sent music stands crashing to the ground. Basil’s father never got over the incident, and Basil…”

Okay, ersatz agency screener: how much longer would you keep reading? We’re all the way through a lengthy paragraph, and we still don’t know what the essential conflict is!

Tomorrow, I shall delve a bit more into the mysteries of that summary paragraph. I’m going to get back to editing now. Don’t mind me; I’ll just sit here in the dark. Go have your fun. And keep up the good work!

Book marketing 101: Dear John, please don’t send a Dear Agent letter

Miss me over the holiday weekend? Actually, I didn’t refrain from posting because I was doing any of the standard Labor Day activities — all of the ambient barbequing in my neighborhood seemed to have triggered a headache of truly epic proportions. I know people want their briquettes to light, but honestly, is THAT much lighter fluid necessary?

Before I succumbed to the billows of smoke from up the hill, I had been talking about the most common problems found in query letters. Today, I’m going to get back to that rather grim task, in preparation for launching into a series of questions designed to help you see your query letter as Millicent and the other screeners of the agency world might see it.

Because, you see, they read hundreds of the darned things per week: even if only 20 of them share the same basic mistake — and trust me, more of them will — the 21st query that carries even a shade of similarity is likely to trigger a knee-jerk reaction so strong that even Dr. Pavlov would shake is head and say, “No kidding? Just because the letter was addressed to DEAR AGENT, instead of an individual?”

Oh, yes, Dr. Pavlov, there are few epistolary errors that engender a stronger — or quicker — negative response than a DEAR AGENT letter. As in one that begins:

Dear Agent,
I haven’t the vaguest idea who you are or what you represent, but since the big publishing houses don’t accept submissions from unagented authors, I come to you, hat in hand, to beg you to represent my fiction novel…

Why, when there is so much to resent in this (probably quite honest) little missive, would the salutation alone be enough to get this query rejected without reading farther? Well, to folks who work in agencies, such an opening means only one thing: the writer who sent it is sending an identical letter to every agent listed on the Internet or in one of the standard agency guides.

Willy-nilly, with no regard to who represents what and consequently who is likely to be interested in the book at hand.

Which means, they reason, that it is unlikely to the point of laughability that the book being proposed is going to fit the specific requirements and tastes of any of the agents currently domiciled at the agency. And, most will additionally conclude, the writer hasn’t bothered to learn much about how the publishing industry works.

Now, neither of these conclusions may actually be fair or accurate in the case of a particular book. And honestly, since most agency screeners are simply told to reject a DEAR AGENT letter automatically, the Millicents of the world probably seldom give much thought to it at all — this is such a notorious agents’ pet peeve that I was rather surprised to realize that I’d never done a post exclusively on it before.

This knee-jerk response does have some rather sound logic underlying it, however, so rather than just stating that it’s always a bad idea to open a query with the generic DEAR AGENT salutation (which it is, oh, it IS!), I’m going to spend a little time talking about why.

First, agencies receive a LOT of this kind of letter, so many, in fact, that there’s it has an industry nickname. It’s called — wait for it — a DEAR AGENT letter. (Hey, I didn’t say that it was a startlingly original nickname, only that it existed.)

There’s a very good reason that they see so many of ‘em: scores of aspiring writers, impatient to get a response, will query every agency in creation their first time out. If you’re going to be popping 300 queries into envelopes, just photocopying the same letter 300 times can start to seem much more efficient than adding an individual salutation for each. Much less time-consuming, they think, patting themselves on the back for being clever.

And then they’re surprised when they receive 300 rejections. Or, if they did not include SASEs (usually because they haven’t done their homework well enough to know about them — and if you are unsure how to handle them, why they’re necessary, or what SASE stands for, please see the SASE GUIDELINES category at right.)

This kind of generic letter has, alas, become even more widespread with the rise of the Internet and the increasing acceptability of e-mailed queries. (Which I do not recommend, incidentally; they’re easier to reject. For a discussion of why, please see the E-MAILING QUERIES category at right.) Often, such blanket queries do not include any saluation at all.

Trust me on this one: few things annoy your average agent more than receiving an e-mail that indicates that it was sent not only to her, but to the three or four agencies that fall closest to hers in the alphabet.

Either way, they tend to find it a bit insulting to be treated as interchangeable with every other agent on the planet. Also, it’s rare that an agent works alone; there are usually several agents working at any given agency, each with her own idea of a dream book.

Why is does this render a DEAR AGENT letter a worse idea than it might otherwise be? By not specifying which individual a query is targeting, the querier is implicitly asking the SCREENER to make the decision about which is the most appropriate in-house agent for the book being proposed.

If that last sentence didn’t make you giggle at least a little bit, consider Millicent the screener’s job for a moment: hours and hours of query letters, hundreds of them, as if she were Santa Claus, until she begins to curse the legendary efficiency of the US Postal Service for not losing, say, a couple of dozen letters a day.

Preferably, the couple of dozen that begin DEAR AGENT.

It’s not just that the marketing error repetitions (like a letter that begins… well, you get the picture) would get on her nerves after a while; it’s the fact that — long-time readers, chant it with me now — her job is to reject as many of them as possible.

Why? Well, let’s assume that she’s working at a big agency, one with many agents representing a couple of hundred clients. In a good year, they might sell 75 or 100 titles, but let’s assume that they are looking to expand their client list — not a foregone conclusion, incidentally. (The standard agency guides will indicate which are not open to new clients.) Millicent’s agency is, due to client attrition, changing personal interests among the agents, new trends in the book market, etc.

So here’s a question to ponder (and a great one to stand up and ask a panel of agents at a conference, by the way): with a successfully productive client list, how many new writers do you think the agency will be picking up this year?

The answer really depends upon the individual agent, as much as upon the agency; it could be as few as just a few, or as many as a couple of dozen. A lot of factors affect such decisions. Has a particular agent just been promoted from assistant, and is looking to build her own client list? Is another’s child just about to enter an expensive private school, and he’s eager to increase his commissions? Have clients been leaving or — this is often a lifetime relationship we’re talking about here — passing away recently?

Or, to mention some reasons that an agency might be less client-hungry, is one of the member agents just about to have a baby, and is looking at taking a few months off — and thus are the other in-house agents going to be handling her clients while she’s on leave? Has one of their clients just hit the bestseller lists, and is both bringing in scads of money and requiring additional attention? Did half of a particular agent’s client list just suddenly present him with new novels within the last two weeks?

All of these influential matters, you will note, are utterly beyond a querying writer’s control, and 99% of the time, beyond her knowledge as well. Given that level of uncertainty, it might seem like a good idea to let Millicent, who at least knows what’s going on behind the scenes at the agency, decide which of the agents on staff might be the most open to your book, right?

Wrong; it’s not how Millie sees it. What she sees are 800-1000 query letters per week, for perhaps 10 or 20 new client slots per year. And while she was probably an English major, her math skills are certainly up to figuring out that she is going to need to reject the overwhelming majority of those queries without seeing any of the associated books at all.

Which means — and it pains me to say it, but it’s true — that easily-spotted mistakes in the salutation or first paragraph are a positive godsend to her. She doesn’t even need to read the letter to reject it. Next!

Do I hear some outraged sputtering out there? “But Anne,” I some voices in the wilderness cry, “doesn’t such an attitude virtually guarantee that many wonderful books will be rejected, just because their writers don’t know the ropes of the industry? Isn’t Millicent worried that she’ll accidentally reject the next DA VINCI CODE?”

In a word, no, because the sheer volume of submissions is so great. When she is wearing her submission-screening hat, she sees so many technically perfect submissions that she doesn’t need to fret that she might be rejecting a brilliant novel because it is incorrectly formatted, or because line 3 on page 1 contains a cliché, or any of the other hundreds of reasons that manuscripts routinely get rejected on page 1, right?

By exactly the same logic, the agency just receives too many queries for her to worry about the one that got away. (For a sobering — and, I think, enlightening — look at just how picayune some of those reasons can be, take a gander at the FIRST PAGES AGENTS DISLIKE category at right.)

In fact, the general assumption is that if a writer is talented enough, she’ll go off and learn the rules of submission and come back again. Which means that, essentially, Millicent will throw a DEAR AGENT letter back, regardless of the quality of the book bring proposed, on the same principle as a fisherman’s releasing a too-small trout: it’s not that they never want to see the book pitched again; they merely want to catch the writer again when s/he is older and wiser.

So it honestly does pay to do your homework and target a particular agent, rather than leaving the choice up to Millicent’s tender mercies.

Not to worry: after I finish going over how to weed out the most common query problems, I intend to spend a few days talking about how to find out who represents your kind of work, to maximize the probability that your queries will land on the right desks.

In the interim, let’s concentrate upon not being the fish that gets thrown back. Keep up the good work!

Book marketing 101: scanning your query letter for problems, or, the magnifying glass of love

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I was prepping a box chock-full of copies of my novel to head out the post office — some agencies ask for one and bill the writer for photocopying after the book sells, others have the author do the copying herself, which is usually less expensive; my agency falls in the latter category — when it hit me that this was a book that I never had to query. I just told my agent about it, and we went from there.

Which made me wonder: had I mentioned here that while selling the first book project to an agent is notoriously difficult, as anyone who has submitted a book knows, but that subsequent projects are comparatively a piece of cake?

Translation: once you get really, really good at querying and reap the rewards by landing an agent, chances are that you’ll never have to do it again.

The Peter Principle in action, my friends: the system is set up to promote the most gifted queriers out of the querying realm. Oh, you will need to write synopses for future works, and you might be asked to pen some marketing material, but cold-querying, no.

While you are in the querying stage of your career, it’s is a good idea to have several out at a time, rather than only one. Since response times can be slow, sending out one and waiting for a response before mailing the next can cumulatively add months or even years to the querying process — from which it is your goal to graduate, right?

Seriously, ignore the astonishingly long-lived rumors circulating out there that claim that agents get miffed if you query more than one of them at once. Manhattan-based agents, bless their harried little hearts, tend to people who get impatient if the guy in front of them at the deli counter is taking an extra thirty seconds to decide whether he wants turkey on rye or roast beef on a bagel — waiting a month or two between marketing attempts would not really be their style, were they limping along in your moccasins.

Unless their agency literature specifically says that they will accept only exclusive queries and submissions, they EXPECT writers to be querying rafts of agents simultaneously. So don’t let the rumors to the contrary discourage you from querying widely.

This does not mean that I would advise sending out 50 queries simultaneously — it’s just too hard to keep track of that many. Also — and I hesitate to mention this, but it happens — this strategy substantially increases the likelihood of opening your mailbox to discover more than one rejection in a single day’s post, an eventuality that would knock even the most confident aspiring writer for a loop.

Call me zany, but I would like to see you get through this process with as few bootless cries of “Why me?” flung in the general direction of the heavens.

As I mentioned yesterday, it’s a great idea to have your list of agents ready, so you can send out a new one the very day a rejection comes in — or two, if the aforementioned mailbox contretemps should befall you, heaven forefend. That way, you can do something constructive in response to that silly form letter, rather than letting the negative feelings sink into your psyche long enough that you start to believe them yourself.

And remember: no matter how much an agent may insist that “there’s no market for this right now” or “there’s not enough money to be made with this book,” and no matter how prominent that agent may be, ultimately, a rejection is one person’s personal opinion. Accept it as such, and move on.

But before you do, make sure that your query does not contain any red flags that might be preventing your work from getting a fair reading.

This is not just a good idea strategically — it’s a good idea psychologically as well, if you’re in the biz for the long haul. Unfortunately, many writers automatically assume that it’s the idea of the book being rejected, rather than a bland querying letter or a confusing synopsis. Or, still more hurtful, that somehow the rejecting agents are magically seeing past the query to the book itself, decreeing from without having read it that the writing is not worth reading — and thus that the writer should not be writing.

This particular fear leaps like a lion onto many aspiring writers, dragging them off the path to future efforts: it is the first cousin that dangerous, self-hating myth that afflicts too many of us, 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 almost never works like that: writing is work, and part of that work is being persistent in submitting your writing.

Instead of listening to the growls of the self-doubt lion, consider the far more likely possibility that it is your marketing materials that are being used as an excuse to reject your queries. If you can ever manage to corner someone who has worked as an agency screener for more than a day, believe me, the FIRST thing she will tell you about the process is that she was given a list of red flags to use as rejection criteria for queries. And, oddly enough, many of these criteria are not about the book project at all, but the presentation of the submission packet.

The single most common culprit, believe it or not, is typos. (And no, that was not a typo.)

Read over your query letter, synopsis, and 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 already. Writing groups are also tremendous resources for this kind of feedback, as are those nice people you met at a conference recently.

Remember, we’re all in this together, my friends; let’s help one another out.

But long-time readers, chant it with me now: avoid using your nearest and dearest as proofreaders, much less content readers. 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, unless they have won a Nobel Prize in Literature recently.

And often not even then. Look to them for support and encouragement, not for technical feedback. Find someone whose opinion you trust — what about one of those great writers you met at the last conference you attended? — 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 has spent the last fifty years editing the work of some pretty heavy-hitting writers; 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.

Naturally, that doesn’t stop her from compulsively line editing while she reads my work, of course; seriously, when I visited her last week, I had not been in her apartment two minutes before she said, “Oh, I read that chapter you sent me. Let me just dig up my list of what you should change.”

In a family of writers and editors, this is an expression of love, believe it or not, and something that I do automatically as well. 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 of a charging rhinoceros.

All that being said, I respect my work enough to want my first reader feedback to be from someone who has not been a fan of my writing since I wrote my first puppet play, ALEXANDRA MEETS DRACULA, in kindergarten.

(Alexandra wins, by the way.)

As always, make sure that you read everything in hard copy, not just on a computer screen; the average person reads material on a screen 70% faster than the same words on a page, so which method do you think provides better proofreading leverage?

Uh-huh. There’s a reason that my mother doesn’t want me to send her e-mailed attachments upon which to vent her love and editing pen.

Speaking of which, I’m going to sign off for today, to give my box o’ manuscripts the once-over before I seal the box. Even those of us trained from the cradle to spot typos occasionally miss them, and even though I did not query this novel, I want it to do well with editors.

If only to prompt them to say, “My, but that’s a clean, well-proofread manuscript. This author’s mother must love her very much.”

Keep up the good work!

Book marketing 101: why bad rejections happen to good books

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. To make the example more useful, I’ve picked a book in the public domain whose story you might know: MADAME BOVARY.

Before I launch into it, however, I want to emphasize that I am NOT posting it so you can copy it verbatim, but so you may see what the theory looks like in practice. Rote reproductions of purportedly never-fail wording abound in rejection piles; a version does not need to touted as THE perfect template for very long before the Millicents of the agency world start rolling their collective eyes at it.

Why should that be the case? Well, contrary to what many aspiring writers seem to think, there is no such thing as a perfect query letter. Just as there is no infallible pick-up line that will work with every English-speaking female on the planet (sorry, boys, but it’s true), there is no one type of query that will appeal to every agent.

There are, however, ones that appear more professional than others. Here’s an example that rates higher on that scale — and to get the full effect, please imagine it with the indented paragraphs that my blogging program prevents:

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 her husband, Charles, is so insensitive to nuance that she arrives in her new home on her wedding day to find his dead first wife’s bridal bouquet still languishing in the closet. Finding herself married to the most ordinary of men and operating on an even more ordinary income, she must create romance on her own. In pursuing her dream of a love-filled, glamorous life, she puts 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 for home use.

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 e-mail 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, apartment just below the moldy rafters
Paris
(789) 665-2298

(That’s not Flaubert’s real address or phone number, by the way, just in case any of you were thinking of indulging in a spot of time travel.)

Didn’t that make you want to read the book? There’s a reason for that: this query letter makes the book sound interesting without being too pushy or arrogant. Better still, the summary includes a telling detail that will stick in the agent’s mind — investing a sentence’s worth of space in his precious single page in a compelling, original image certainly paid off for Mssr. Flaubert here, didn’t it?

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 once told me over absinthe that it’s the greatest novel of the 19th century, and I’m sure you’ll agree.

I know agents are notoriously risk-averse and cowardly, 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, and fiction novel is logically redundant. (All novels are fiction, right?) I’d bet my last sou that our pal Gustave didn’t even include a SASE, since he didn’t bother to give the unnamed agent an address where he could be reached.

The primary thing to note here: even a great book will be rejected at the query letter stage if it is pitched poorly.

This comes as a big surprise to most aspiring writers. Yes, many fiction agents would snap up Mssr. Flaubert in a heartbeat after reading his wonderful prose – provided, of course, that the agents in question represented women’s fiction, did not just have their hearts broken by a similar book that didn’t sell three months ago, and are in their right minds, literarily speaking.

But even the agent who is the best match with MADAME BOVARY will not pick it up unless the query letter (or the pitch) convinced her it was worth her time to read. With a query letter like the second, the probability of any agent’s asking to read it is close to zero — and thus another great novel languishes in the rejection pile.

Depressing, isn’t it? But let’s not forget an important corollary to this realization, one that you may find empowering: 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 hard, or practically at all.

C’mon, admit it, you’ve had the fantasy: you’re home writing, 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. Writing is a business, as well as an art. If you are looking for work, you apply for a lot of jobs, right?

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 moment.

Did I hear some gasps of incredulity out there? “What do you mean, 7 or 8 at any given time?” the shocked cry. “I’ve been rejected ten times. Doesn’t that mean 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, even while you are revising it.

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 salient truth, check out Carolyn See’s Making a Literary Life.)

Keeping a constant flow is a good idea, professionally speaking. It’s psychologically damaging 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. Or the fiftieth.

This is simply untrue; nothing in this process is automatic. (Except, apparently, for Millicent’s reaching for that too-hot latte every time she goes near her desk, like Pavlov’s dog.)

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 represent the particular kind of book being queried.

At the risk of sounding like the proverbial broken record, how precisely is such a rejection a reflection on the quality of the writing in the book??

Keep on sending out those queries a hundred times, if necessary. The single healthiest thing you can do when a rejection lands in your mailbox is to open it, check the rejecter off your master list of who you have sent what, toss the letter in the recycling bin — and send out the next query letter immediately.

And I do mean right away, before your complex writerly mind starts to embroider upon that (usually form) rejection letter, making it seem more important than it is. 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 on trying until you know for sure.

And, as always, keep up the good work!

Book marketing 101: try, try again; repeat

After I brought up the very, very short amount of time a writer has to grab an agent’s attention in a query letter, I had a few qualms about being so up front about it: it’s accurate, but I don’t want to discourage anyone from trying, after all. I just think that it helps the querying writer to have a realistic sense of just how tough the competition actually is, so he can hone his marketing materials accordingly.

This is not an endeavor where close-enough makes the grade, generally speaking. Nor the first try. And yet the opposite presumptions seem to prevail.

That’s a real problem, when good writers who spend months perfecting their prose often just throw together query letters and synopses — and then query only a few agents. I’ve seen it happen too often. Every time I attend a major conference, in fact.

Why do I associate this behavior with post-conference periods? Because so many attendees walk out of a good literary conference either jazzed-up to submit (because of how they heard agents and editors speak about books in general)or completely depressed (because of how they heard agents and editors speak about the submission process and the current market in particular). Or, even more common, vacillating between the two mental states.

And then, bless their hopeful hearts, they tend to do one of two things:

a) Send out a query (or submission, if requested) to only their favorite agent or editor, waiting for a response from that one before moving on to the next, petering out before they get all the way through the list of category-appropriate agents who attended the conference, or,

b) Send out queries to several (or to everyone who requested submissions), wait to hear back from them all, and then stop querying for a while if none of the responses is positive.

“I gave it my best shot,” these well-meaning writers say afterward, discouraged. “The publishing industry didn’t want my book.”

To be blunt, I don’t think this is either the most effective or the most sanity-preserving way to go about querying. Finding the right fit is a PROCESS, not a one-time Hail Mary free-throw shot.

By all means, query all of those agents who spoke so eloquently about your book category at that conference, but try not to think of them as the only options out there. Think of them instead as the first set of targets in your ongoing marketing push for your book.

And for heaven’s sake, don’t assume the book is unmarketable if those first few agents say no. As I’ve mentioned before, 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.

So there.

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 being 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?

I would suggest a couple of courses of action as a reasonable response to this realization. First, accept the fact that pretty much all good writers these days go through a quite a few queries before being picked up, and keep sending out those queries. Second, if you’ve been sending out handfuls of queries to category-appropriate agents and have not been asked to submit pages, take a good, hard look at your query letter.

Actually, it’s not a bad idea to take a good, hard look at it in any case, to weed out the most common problems. A successful query letter has ALL of the following traits:

(1) it is clearly written, with no typos;

(2) it is polite;

(3) it is less than 1 page — single-spaced, with 1-inch margins and in 12-point type;

(4) it describes the book’s premise (not the entire book; that’s the job of the synopsis) in an engaging manner;

(5) it is clear about what kind of book is being pitched;

(6) it includes a SASE (and mentions that fact, in case the envelope gets lost),

(7) it is addressed to an agent with a successful track record in representing the type of book it is pitching, and

(8) it conveys clear why the writer picked that particular agent to query.

You would not BELIEVE how few query letters that agencies receive exhibit all eight of these traits. And confidentially, agents rather like that, because 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 query addressed to “Dear Agent” or “To Whom It May Concern,” rather than to a specific individual, can be rejected without reading any of the text at all. As can one without a SASE. Millicent can get through a lot more queries in an hour, when such problems are rife.

A particularly common omission: the book category.

I’ve heard many agents complain over the years that they just can’t understand why a talented writer would leave out something as basic as what kind of book being pitched — or even, I kid you not, whether the book is fictionor nonfiction — but I think I have a pretty good notion why. Because, you see, many writers simply don’t know that the industry runs on book categories.

But think of it from the other side of the desk. It would be literally impossible for an agent to sell a book to a publisher without a category label — in an agent’s pitch, it’s usually mentioned before either the title or the premise. And since literally no agency represents every kind of book, or even every kind of novel, category is the typically the first thing an agency screener is trained to spot in a query.

Knowing that, think about Millicent’s mood immediately after she’s burnt her lip on that latte. How likely is she to feel charitable toward a query that makes her search for the category or — sacre bleu! — guess it?

Other writers, bless their warm, fuzzy, and devious hearts, think that they are being clever by omitting the book type, 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 Millicent does not know where the book mentioned will eventually rest on a shelf in Barnes & Noble, she’s not going to want to read it.

Do I see some raised hands out there? You, in the front row: “But Anne, not all books, particularly novels, fall into obvious categories! What if I’m genuinely not sure?”

Good question, You. 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 more than once). However, people in the industry speak and even think of books by category, so 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.

There was a good reason that I insisted upon walking you through all of the constituent parts of the pitch earlier in the Book Marketing 101 series: part of learning to market your writing well involves developing the skills to describe it in terms the industry will understand. When in doubt, pick the category that coincides with what the agency (or, better still, particular agent to whom you are addressing your query letter) represents.

If you found the last paragraph mystifying, please see the posts under the BOOK CATEGORIES heading at right. Scroll down until you find the entries on how to decide which is for you, and study it as if it were the Rosetta Stone.

In a sense, it is: book categories provide terms of translation between the often mutually incomprehensible conceptions of manuscripts held by their authors and the people they are asking to represent them.

Think of your query letter as a personal ad. (Oh, come on, admit it: 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 close 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?

This is a serious question. Look at your query letter and ponder: have you, as so many personal ads and queries do, been describing 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 have you figured out precisely what it is you want from a potential partner, as well as what you have to give in return, and spelled 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 historical 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 like an innovative genre-crosser. To them, this at best looks like an 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.

Again: just how cordially do you think Millicent is going to respond to an invitation to play a guessing game with a total stranger?

Be specific, and describe your work in the language she will understand. Because otherwise, you run the risk that she’s 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!

Book marketing 101: the query that jumps out of the pile, in a bad way

After my last post, was it my imagination, or did I hear those of you new to the querying process rolling on the floor and moaning? “My God,” the little voice in the back of my head that I choose to attribute to you cried, “this structure is the SIMPLIFIED form of the query letter? It’s as though I need to cram an entire 2-minute pitch onto a single page!”

No, no, it’s not like that: you need to cram an entire hallway pitch into a single page.

Does that make you feel any better?

I’m not going to lie to you: even using the limited structure I mentioned a few days ago, rather than essentially using the query letter as a 1-page synopsis (a popular choice that tends not to work well), it IS difficult to write a really good query letter.

Especially if you play fair: 1-inch margins, indented paragraphs, full address and salutation at the top of the letter, 12-point type.

They WILL notice if you shrink the type, by the way; when I was teaching in a university, I couldn’t believe how often students used to reduce the font to 95% or even 90% to make term papers come out within required limits. I used to wonder what they were thinking: grading a hundred pages at a time, how could I possibly not notice if Student A and C’s 12-point was one size, and Student B’s another?

Believe me, our old pall Millicent the agency screener shouts a similar question at the unheeding publishing gods on an hourly basis. Given how many queries she reads per week (and often at a single sitting), roughly how many words should be on a maximally-utilized single page is pretty much emblazoned upon Millicent’s brainpan.

As with a submission, bright white paper — 20-lb or better, please — 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. It’s stylish to use the same typeface for the query letter, the synopsis, and the manuscript, to maximize how good they look together on an agent’s desk. Even if standardization is not your style, avoid flashy paper and typeface choices that might make your query stand out from the crowd.

In a bad way, that is. Yes, Virginia, printing your query letter on Day-Glo orange paper and stuffing it into a Copen blue envelope probably will make your letter acutely visible in the midst of a great big stack, but not in a way that it going to help you.

Why not? Well, this is an industry where standardization is regarded as a sign of professionalism. (Remember all of my yammering about the rigors of standard format for manuscripts? I was serious about that.) A query letter that does not conform to their expectations of what one should look like lands on Millicent’s desk with at least two strikes against it: one, it makes the querier look as if s/he had not done any research about how the industry works, and two, why would a good book have to resort to neon signs to catch an agent’s attention?

Don’t answer that last question; it’s rhetorical.

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. And wouldn’t you have given your pinkie toes to have known about this prejudice before the first time you queried?

I’m hearing those moans again. “But Anne,” they wail, “if I follow all of the rules, my query will look like everyone else’s. Doesn’t that put more pressure on me to pick precisely the right words in my 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? If you are new to this process, please take a few deep breaths before reading on. And if you’ve been querying for a while, you might want to engage in a few minutes of meditation upon subjects tranquil and soothing first, or at any rate have your blood pressure medication handy. Because:

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

Yes, you read that correctly: most query letters are not even read to their ends by Millicent and her ilk. Even e-mail queries, which tend to be shorter.

Why? I hate to be the one to tell you this, but most queries disqualify themselves from serious consideration before the end of the opening paragraph.

Hey, I told you to sit down first. May I fetch you a glass of water? You’re looking kind of pale.

Let me walk you through some of the most common rejection triggers, so you may avoid them. The most common, as I mentioned a few days ago, is boasting.

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 include:

This is a terrific book!

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!

It’s a natural for Oprah!

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, Millicent will simply stop reading if a query letter opens this way, because to her, including such statements is like a writer’s scrawling on the query in great big red letters, “I have absolutely no idea how the industry works.”

Which, while an interesting tactic, is unlikely to get Millicent 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; we’re going over a lot of depressing home truths today, aren’t we? Query screening is actually — wait for it — MORE knee-jerk than submission screening, for one very simple reason. Which is?

Give yourself a great big gold star if you said time.

The average agency receives 800+ queries per week (that’s not counting the New Year’s Resolution Rush, or the Post-Conference Flurries, when it’s higher), 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.

Which begs our recurring question: 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. But before I sign off for today, I’m going to ask you to engage in a little practical demonstration: find a clock with a second hand and watch it for that half-minute that Millicent devotes to the GOOD queries.

That may have seem cruel of me, and perhaps it is, but I assure you my intentions are pure: 30 seconds is longer than it might seem at first blush. It’s actually enough time to consider an idea; it’s not so short that it’s impossible to make a positive impression. It’s enough time, as those of you who have been pitching at conferences this summer already know, to give an elevator speech.

Coincidence? I think not. As I have been saying all summer — and in case you hadn’t noticed, this summer’s blogs have collectively been a crash course in marketing, to get you ready for the post-Labor Day querying season — whether your queries and pitches get taken seriously is not entirely a matter of luck, Millicent’s propensity to gulp her lattes before they cool aside. If you present yourself and your work professionally, you are quite a bit more likely to garner a positive response.

You can do this; I have faith in you. Keep up the good work!

Book marketing 101: but will the popular kids be mean to me?

In my last post, I set out a very basic structure for a query letter, using the skills and tools that we’ve been working on all summer during the Book Marketing 101 series. I had fully expected to post a follow-up the next day, assuaging the fears of the nervous, adding nuances to the prototype, and generally spreading joy and enlightenment abroad.

Then there was a HUGE racing event at a certain track located more or less exactly halfway between my mother’s current home and the town where I grew up. So basically, I spent Saturday zigzagging all over Northern California, trying to get from one to the other without sitting for hours in racing-enthusiast traffic, to get to a minor class reunion.

I say minor, because it was not commemorating one of those nice, round year markers that professional event-organizers keep insisting that we all should celebrate like clockwork. (Or like calendar-work, even.) We’re two years from one of those, and frankly, the guy voted Most Likely to Succeed had to give the crowd a passionate pep talk on Saturday night to generate any enthusiasm at all about the next. Which is funny, because I’m from the Napa Valley, and we tend to hold our reunions in wineries.

As we did our prom, our jazz choir fundraisers, our Girl Scout cookie sales…you get the picture.

It’s not that we’re averse to seeing one another — actually, it’s a pretty nice group of people, on the whole; the halfback who used to tease the small and the meek was going around apologizing to people, even. It’s that going from kindergarten all the way through high school with the same 111 people (and I went to nursery school with 40 of them) can get a MITE claustrophobic in a town where the primary activities for teens are watching grapes grow and trying not to be run over by tourists who have over-sampled at the wineries.

I’m fairly confident that I set some sort of land-speed record when I left at 17.

I dreaded going to the reunion, but how could I stay away? One of the organizers, my best buddy during those dark days of Browniedom when our troop leader had what I suspect was a well-earned nervous breakdown — compounded, no doubt, by both the minor coup that we girls staged one day when we simply refused to cut up yet another set of aluminum cans to make decorative Christmas ornaments for the indigent elderly at the county home while little Roseanne ravished us with selections from her new accordion primer, and the dramatic reenactment of the troop leader’s hysterics that we staged for our parents’ benefit shortly thereafter (not my best writing, certainly, but it got the point across, and isn’t this a long sentence? Henry James would be so pleased) — ruthlessly described her 8-year-old daughter’s school year in precisely the same classroom where we had spent the third grade.

She continued in this vein until I threw my hands over my eyes and cried, “Enough! I’ll go!”

Once I got there, I was genuinely glad she’d blandished me. Because, of course, while pretty much everyone hated high school — since those who didn’t tend not to become writers, I feel fairly confident about making such a sweeping generalization here — it’s kind of hard to hold a grudge against the kid who spilled hot chocolate on you in the second grade much past your mid-thirties, isn’t it? And while reunion-goers tend to dread running into old nemeses and look forward to greeting old friends, it’s the folks one hasn’t thought about in a decade or two who often present the most delightful surprises.

All of which is to say: despite some pretty dangerous-sounding pre-reunion rumblings, Most Likely to Succeed was neither tarred nor feathered, run out of town on a rail, nor burned in effigy. No one was mean to anyone else; no one cried, and everyone seemed to have a pretty good time.

What does all this have to do with querying, you ask? Plenty.

(You thought I was just rambling about my weekend?)

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

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

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

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

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

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

Agents like writers like that. Ask ‘em.

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

Which is, I have noticed over the years, what most aspiring writers tend to try to do. No wonder they get intimidated and frustrated long before they query the 50 or 100 agents (yes, you read that correctly) it often takes these days for a good book to find the right fit.

To put this in perspective, a truly talented writer might well end up querying the equivalent of my entire high school class before being signed. It’s no reflection on the book; it’s just the way the industry works.

The only way that I know to speed up that process is to make the query letter itself businesslike, but personable. 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.

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

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

Yes, querying is a chore, and an intimidating one at that; yes, ultimately it will be the agent’s job, not yours, to market your work to publishers, and 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; thus Millicent) are in fact aware of all of these things. You don’t need to tell them.

Your query letter needs to market your book impeccably anyway, in a tone that makes you sound like an author who LOVES his work and is eager to give agent and editor alike huge amounts of his time to promote it.

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 tips and tricks of the trade tomorrow, I promise. But for now, start thinking, please, about how to make your query the one that waltzes into the reunion with a positive attitude, not the one who storms in with a chip on its little shoulder, gunning for Mr. Most Likely to Succeed. Or, heaven forefend, the one that doesn’t stick its nose through the door at all.

Keep up the good work!

Book marketing 101: query nuts and bolts

I realized after I posted last night (it’s amazing how conducive to self-criticism a truly uncomfortable hotel room can be) that although I had just urged you to send out queries to agents to whom you did not pitch at a conference — sometimes, it’s just not practicable, and it would be a shame if the shy were not able to reap any marketing advantage from conference attendance, right — I haven’t actually written a blog on how to put together a query letter since…could it have been as long ago as February?

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 it seems like a dandy time to run through query basics again. Actually, I wish writers talked amongst themselves about the nuts and bolts of querying more

Why? Well, 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.

It is not, contrary to popular practice, an occasion for either begging or boasting; you will want to come across as a friendly professional who has done her homework. (Or his, as the case may be.) A good query introduces the book and the author to a prospective agent in precisely the terms the industry would use to describe them.

This should sound familiar to those of you who have stuck with me all the way through Book Marketing 101: this was the purpose of the Magic First Hundred Words, wasn’t it?

And, like the hallway pitch, your goal here is not to make the agent fall down on the floor, foaming at the mouth and crying, “I will die if I do not sign this author immediately!” but to prompt a request to submit pages.

That’s a much less formidable goal, isn’t it?

How does one pull that off? By being businesslike without using business format (long-time readers, chant it with me now: documents without indented paragraphs appear illiterate to folks in the publishing industry).

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 elements:

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 like 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 estimate word count — most of the industry does not operate on actual word count — please see the WORD COUNT category at right.)

2. A paragraph pitching the book.

3. A BRIEF paragraph explaining for whom you have written this book (that’s the target market, mind you, not a paraphrase of your dedication page) 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. Actually, it’s not optional for NF, and it’s a good idea for everyone.

Include any past publications (paid or unpaid) in descending order of impressiveness, as well as any contest wins, places, shows, semi-finalist 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?

Before you tense up at the prospect, here’s the good news: if you have been prepping your pitch, you’ve already constructed most of the constituent parts of a professional-looking query letter.

Don’t believe me? Look at how the building blocks just snap together to make a log cabin:

Dear Ms./Mr. agent’s last name (NEVER just “Dear Agent”),
I enjoyed hearing you speak at the Martian Writers’ Conference. Not many New York-based agents take the time to come to Mars to meet the local writers; we really appreciate the ones who do.

Since you so ably represented BLUE-EYED VENUSIAN, I hope you will be interested in my book, {TITLE}. It is a {BOOK CATEGORY} that will appeal to {TARGET MARKET} because {#1 SELLING POINT}.

{ELEVATOR SPEECH}

I am uniquely qualified to tell this story, because {the rest of your SELLING POINTS, including any writing credentials}.

Thank you for your time in reviewing this, and I hope that the enclosed synopsis will pique your interest. I may be reached at the address and telephone number above, as well as via e-mail at {e-dress}. I enclose a SASE for your convenience, and I look forward to hearing from you soon.

Sincerely,

Aspiring Q. Author

You can do that without breaking a sweat, right?

Don’t worry; this structure isn’t my last word on the query, by any stretch of the imagination, but for today, I’m going to leave you to ponder the possibilities while I go and ponder this great big ocean that is casting buckets of light onto my typing hands. A big part of staying in this business for the long haul is knowing to pace oneself, after all.

Keep up the good work!

Book marketing 101: the post-conference query

Let no one say that laptops have not changed the way writers work: right now, I am sitting in an internet café facing the Pacific Ocean, watching indigo fog roll across a 180 degree view of what Wallace Stevens would have called indolent ocean. That’s a far cry from staring at the wall above the typewriter back in the good old days, eh?

This time of year, a lot of intrepid conference pitchers are feverishly reworking their first 50 pp. or entire manuscripts (hooray!) to send out to the agents and editors who requested them. But today, I would like to talk about how to handle those slippery folk whom you conference-goers never managed to buttonhole, despite your best efforts.

Don’t blame yourself if you weren’t able to pitch to every agent who represents your kind of work at any given conference. Some agents are virtually impossible to track down. (Rumor has it, for instance, that the agents who attended a certain local conference-that-shall remain nameless were blessed with prodigious bladders, scant appetites, and plenty of behind-the-scenes parties, so they were seldom seen in the hallways for more than a second or two.)

Today, I want to talk about how to approach all of those folks you missed.

I believe it is ALWAYS legitimate to use an agent’s having appeared at a writers’ conference you attended as a personal invitation to query — in theory, they would not be there if they were not looking to sign new authors, right? (This is not always true in practice, but hey, for the sake of argument, let’s assume it is, just for today.)

So if you so much as saw the agent’s name on a conference program, and s/he represents your type of work, go ahead and write “CONFERENCE NAME” in gigantic letters on the outside of the envelope, and begin your query letter with, “I so enjoyed hearing you speak at the recent XX conference, and based upon what you said, I believe you will be interested in my book…”

These are both legitimate tricks of the trade to get your submission read more quickly.

Do be sure before you lick the envelope, of course, that the agent in question actually DID speak at the conference you mention. At the recent PNWA conference (oops), not all of the advertised agents and editors were able to show up, for various reasons. Does this mean these fine folks are not available for subsequent querying?

Heavens, no. It’s usually not worth your time to query an editor to whom you did not pitch (especially as all of the major houses have policies precluding their editors from signing unagented novelists), but if an agent in your area was advertised to attend, it’s fair to take this as a sign that s/he is open — nay, eager — to hear from new writers.

If you were interested in one of the no-shows, the outside of your query envelope should be handled exactly in the same way as the one described above, but your query letter should begin with some permutation of, “I was so sorry to have missed seeing you at the recent XYZ conference, because I believe that my book will interest you…”

I hear some of you murmuring out there — and who could blame you? — “Why is Anne harping so much on the outside of the envelope, when it’s the quality of the submission within that will determine whether the agent will want to see more? And hasn’t Anne been impressing upon us for a couple of years now that the first person to read ANY submission to an agency, be it requested chapters or a query, is generally a screener, and not the agent herself? If the agent is not going to see the outside of the envelope, why does it matter what it looks like?”

Reasonable questions, all, and well worth my ignoring the spectacularly beautiful seascape in front of me to address. Because I was a trifle vague yesterday about how it typically works (and because I haven’t gone over it in a while), let me take you inside the average Manhattan-based agency, once that receives 800+ queries per week. I think it is safe to assume that the excellent employees of the US Postal Service must harbor some resentment toward agencies, because of all that heavy, heavy paper some luckless mail carrier must deliver every day.

Once there, it is all dumped on the desk of a screener, often an intern (translation: this person may not even be paid to be there; she just wants to be an agent some day, and is collecting some résumé candy. If he is paid, it’s a pittance.). Let’s call him George, and assume that his unhappy lot is to decide which 2% out of this morass of pleas should be passed on to his (paid) superiors at the agency.

Got that image firmly in your mind? Good. Now think about the moment when your query letter first touches George’s damp fingertips.

Since he is a bright boy (he’s a junior majoring in English Literature at Columbia, and he has NO idea how he is going to manage to pay off his student loans, if all of his early agency jobs pay as poorly as this one – and in all probability, they will.), obviously, the first thing George does when he receives a new mail delivery is to pull out everything marked REQUESTED MATERIALS: that goes into the top-priority pile. Then there is everything else, opened in the order that his hand happens to fall upon it.

Note that George is already scanning the outside of the envelopes, looking for clues as to what magic awaits within. Any envelope with a clear indication is going to make his life easier, right?

And that, dear friends, is going to get your query placed in a read-first pile, even if the agent who attended the conference did not (as some do) order George and his ilk to set all of the conference attendees’ queries aside into a special pile.

After all, 98% of the querying writers in North America NEVER attend a conference at all; as agents like to tell anyone who seems remotely interested in the matter, queries from conference attendees tend to be far more professionally presented.

Something I devoutly hope is true of queries from my readers as well, but no one is tracking statistics on that yet. I would like to report that writing “Reader of Anne Mini’s blog” on the outside of your envelopes provokes the same hope, but alas, that is not yet true.

But tomorrow, the world!

It pains me to say it, but I HAVE heard of some clever and unscrupulous writers who take advantage of the pervasive agency belief in the power of conferring to label their envelopes untruthfully. Since at a large conference, agents frequently will not remember everyone they asked to send material, I have known certain black-hearted souls who went ahead and wrote REQUESTED MATERIALS on the outside of — gasp! — unrequested materials. After all, they reason, how is George to know? They’re right, usually: he won’t know the difference.

I strongly advise against this strategy, however, on ethical grounds: for all you know, the karmic record-keeper assigned to track your triumphs and misdeeds was a literary agent in her last life.

Don’t tempt that lightning bolt. Zeus is notoriously testy about integrity amongst artists.

Another common, clever, and unscrupulous method adopted by those who would transfer their work into the read-first pile is to troll the net for literary conferences (large ones work best), jot down the names of the attending agents, and send “Gee, I’m sorry I didn’t get to meet you at the recent YY conference, but…” queries with appropriately garnished envelopes. (This only works, of course, if the agent in question actually showed up there.) Oh, this is not good. How on earth am I going to convince you not to do it?

Hmm. It may take me weeks, or even months, to come up with a truly compelling argument that will keep my readers’ feet firmly planted on the paths of virtue. I guess you’re just going to have to consult your own consciences until then.

Whatever strategic choices you may make (hey, I believe in free will), white, gray, or buff Manila envelope, please, for any submission longer than 6 pages — more than 5 might make a normal business-size envelope tear in the post. Use high-quality (at least 20 lb.) white paper for EVERY sheet that you intend to have touched by an agent.

Why? Well, if you’re lucky, that query and submission are going to pass through quite a few hands at the agency. Do you have any idea how fast poor-quality paper wilts when it is handled by hands that have just clutched an iced latté or walked inside after brisk walk back from a power lunch on a sweltering New York day?

Tomorrow, I shall deal with some of the common mistakes made in query letters, but for today, one final piece of advice: even if you garnered permission to send your first 50 pp. to several great agents — and more power to you if you did — please consider querying the other agents who attended the conference as well, if their interests seem anywhere close to yours. And do it soon, before you hear back from the others.

I know, I know, this may seem unnecessary, or even disrespectful to those who have asked you for a peek at your baby. But listen: agencies take time to read material; since most of the publishing industry takes vacation between mid-August and Labor Day, in all probability, you will not hear back on all of your submissions before the fall. Even George may be on vacation right now. Poor lamb, his eyes need the rest.

That’s a month of your life, and if — heaven forefend! — none of the requesters is ultimately interested, won’t you be happier if you already have second-round requests lined up?

The post-conference advantage fades when the days start to cool, my friends. Get your work under as many already-primed eyes before the Georges of tomorrow will no longer recognize the initials PNWA. Yes, it is time-consuming to keep querying, but honestly, it takes less energy to keep seven or eight queries out at any given time than to start from scratch each time you (again, heaven forefend) receive a “Sorry, but this is not for us” missive.

Keep up the good work!

Book marketing 101: there’s a reason that it’s called line editing

Sorry about the skipped day of posting, everybody: yesterday just seemed to slip away from me somehow, probably because I was in the throes of Deep Thought. This summer has been an unusually intense one for me, teaching fewer classes, but editing more; doing less original writing, but selling one NF book and making the last tweaks on a novel to head out the door just after Labor Day. So it’s safe to say that I’ve spent the last few months buried up to my neck in the sand of publishing industry expectations.

Okay, so maybe that wasn’t the most graceful image.

But it does give an accurate sense of how the prevailing norms both surround and constrain a writer. Or an editor, for that matter: a freelancer like me is at the double disadvantage of enforcing the prevailing rules without being able to reward good book with a publishing contract.

I was thinking about this yesterday, and I realized with a jolt that even though we are approaching the end of the Summer of Marketing (to be followed, I devoutly hope, by the Autumn of Craft), I have not yet written about one of the single most important truths a submitter needs to know about the industry. It is this:

Agents and editors do not read like other people.

Do I hear some guffawing out there? “Come on, Anne,” I hear the odd skeptic calling from the gallery, “give us a little credit for paying attention. Of course, they don’t read like other people, or at any rate don’t read submissions that way: while the rest of us read for pleasure, they read for business. Whether they pick up a book or not is not merely a matter of whether they LIKE it, but whether they think they can SELL it.”

My, but the skeptics are articulate today, aren’t they?

And smart: all of this is indeed true. However, there is another immense difference between the way professional readers and other book-lovers scan a manuscript. When your garden-variety reader picks up a book, she will generally read a few pages, a chapter, or even the entire book before making up her mind about it, right? Even if she doesn’t like one of the characters, or finds an aspect of the premise improbable, she will usually give the book a chance to change her mind.

Professional readers, on the other hand — and that includes not just editors like me, but agents, their screeners, and pretty much everyone in a position to say yea or nay on acquiring a manuscript for publication — read a manuscript line by line, especially at first. Then page by page.

And if something in one of those lines, or on one of those pages strikes them as off, they will stop.

Now, when an editor stops reading a manuscript she’s already acquired, it’s generally to write suggestions on the manuscript page; when an agent is perusing an already-signed client’s work, that tends to be the case, too.

But in a submission, it’s not the agent or editor’s goal to improve the manuscript: it’s to decide whether they want to take it on.

Which is precisely why the VAST majority of submissions are not read beyond the first page.

If this is news to you — in my bones, I felt a number of you clutching your hearts immediately after I typed that — I implore you to set aside a couple of hours before the next time you submit to read through the FIRST PAGES AGENTS DISLIKE category at right.

It may be a trifle depressing to see just how many ways a first page can garner rejection, but winnowing out the factors that tend to provoke a knee-jerk reaction in our old pal, Millicent the agency screener, will improve your submission’s chances of getting past her to the agent of your dreams markedly.

The fact is, agency screeners and editorial assistants are generally told to stop reading as soon as a red flag flutters its nasty little head.

Even if Millicent does not begin her career in submission-reading thinking this was a good plan, after she’s spent a few months, or even weeks, going through fifty submissions at a pop, she’s quickly going to realize that this policy is not about hating literature or making it as hard as possible to pass the Rubicon of landing an agent: it’s about time management.

Which means, as I have been saying for a couple of years now, that yes, presentation counts. It means that it is not only possible that some very small problem will knock a submission out of consideration, but that it is the norm.

Thus the difference in how they read and how we do: they are looking for a reason to stop reading; we are living in hope that the author will wow us.

I think it would save a great deal of chagrin if this simple dichotomy were more widely known. But the opposite seems to be true: the vast majority of aspiring writers believe, bless their optimistic hearts, that agents and editors will read with a kindly eye, one that can see errors in presentation and execution understandable in someone new to the biz to the talent that lies underneath.

You know, the way the members of a good critique group do, pointing out the problems, yes, but responding to the essential story and craft.

Most writers believe, in short, that when an agent asks to see the first chapter or the first 50 pages, someone at the agency will read the entire thing; if the agent asked to see the entire book, he will read it end to end in a single sitting. Then, and only then, will the agent decide whether to give the author a chance or not.

Believe me, my friends, if I ran the universe, the industry would work this way. Every submission would receive a full, thoughtful consideration before any decision was made. Armies of literature-loving cherubim would be employed around the clock to write encouraging, helpful analyses of each manuscript, to explain precisely why it did not, in the parlance of the industry, meet their needs at this time. Rejected submitters would be urged to work on specific craft issues, clearly explained in the feedback, and resubmit at a later date.

And flower gardens would spring up spontaneously amongst urban sprawl, every child in the world would have adequate health care and a good reading light installed over her wee bed, and dear little birds would come and perch on my finger while I drew water from the well to prepare the Seven Dwarves’ dinners.

As I believe I may have mentioned before, I do not run the universe.

99% of the time, rejected writers never find out just why Millicent bounced their manuscripts. But I’ll bet you a nickel that no matter what aroused her ire, she did not read even a sentence beyond it.

I mention all this not to depress you into a stupor, my friends, but to empower you: most of the time, a rejection is not based upon an entire manuscript, but a fraction of it. Which means, contrary to popular belief, that Millicent is not passing judgment on the entire book when she tucks that form letter into a SASE.

Logically, she can only have rejected only the fraction of it that she read. So does it make sense to revise the entire manuscript in the wake of such a rejection — or to go back, sit down, and figure out where she probably stopped reading?

Yup. That’s a LOT less work for you. When you start getting rejection letters that give substantive feedback, where the agent or editor has taken the time to explain why he is passing, THEN you can be sure that someone in the industry is basing his opinion upon a close reading of your entire work.

When that happens, you should be very pleased: it means that your manuscript is so clean, so free of logical leaps and narrative problems, so interesting that even a time-pressed professional reader, someone whose entire career has trained him to respond on a line level to writing, couldn’t find a reason to stop reading.

And that, my friends, is why detailed, personalized sorry-it’s-not-for-us letters are known in the biz as rave rejections. If the rejecter didn’t like the book quite a bit, he wouldn’t have read that far.

Allow these home truths to settle in the backs of your minds, awaiting the next time you receive a request for pages. Then, when you sit down with — long-time readers, chant it with me now — a hard copy of your manuscript and read it out loud, in order to catch any potential problems, you can try to read like a professional reader: when you encounter a problem, you will stop reading and fix it before moving on.

I actually will launch into my promised discussion of query letters tomorrow. In the meantime, keep up the good work!

Book marketing 101: dealing with the Grand Silence, part III, or, what actually happens to those reams of paper you submit

For the past couple of days, I’ve been celebrating the publishing world’s practice of virtually shutting down between mid-August and Labor Day by re-running some posts about adapting to the industry’s sense of time. It can be substantially different from what the rest of us mortals expect, and being aware of that can save a writer a whole lot of grief and stress at submission time.

Tomorrow, I shall be diving into the fine art of querying, the topic which will round the Summer of Marketing to a close. Hey, I didn’t dub this series Book Marketing 101 for nothing: in case it snuck up on you or you joined us late, this summer has been an intensive course in marketing here at Author! Author! Like the rest of the industry, my thoughts will turn back to craft after Labor Day.

Enjoy! Or, if not precisely enjoy, I hope it makes you gnaw on your fingernails less over the next few weeks.

Over the past week or so, I have been writing about the inadvertent etiquette gaffes writers new to the business often commit, costing them credibility points with agents. A couple of days ago, I brought up several examples of the kind of writer who has a hard time understanding that while his manuscripts us the most important single item in the universe to him, to an agent, it is one of hundreds, or even thousands – and this is true REGARDLESS OF THE QUALITY OF THE WRITING.

I know with is hard to accept. It is counterintuitive, and we’ve all heard stories about how this or that book was picked up in a flash. If you scratch those stories, however, you’ll usually discover that the books to which they refer either came out 20+ years ago, however, or their writers had actually been shopping their books around for quite a while first.

Like, say, the first in the Harry Potter series, AUNTIE MAME, and THE FIRST WIVES’ CLUB.

We hear fewer of these long-struggle stories than we used to, I notice. After a well-established writer had made a few turns around the conference circuit, accounts of struggle tend to shrink: the more famous a writer is, the shorter a time he claims it took him to find an agent.

But not understanding that agencies deal in hundreds of pounds of submitted paper per week – thus rendering the probability of any given one getting read out of order slim – can lead to some pretty dire consequences for the writer.

Why? Because we’re constitutionally incapable of NOT trying to second-guess what’s taking so damned long. Observe the plight of our next exemplar:

Writer-centered scenario 4: After sending out his second round of queries, Harold has received a request to submit from agent Hermione. Delighted, he prepares his packet with care, making sure to send only precisely what Hermione has asked him to send, and mails it off.

And he waits. While normally he would spend a couple of hours per week preparing fresh queries, he abandons this effort while he is waiting for Hermione’s reply. What would be the point? He’d only have to contact all of those agencies after Hermione has made an offer, anyway.

After the first week, Harold is disappointed not to have heard back. By the fourth, he’s genuinely begun to worry. By the end of the eighth, he’s distraught. Still, he’s always heard on the conference circuit that one should NEVER call an agent, so he sits tight.

By the time the third month has passed, Harold has come up with an explanation to justify the wait: Hermione, he has concluded, read his submission as soon as it came in, and now everyone else in the agency is reading it. Or she read it, and has been thinking ever since about whether to pick it up.

Ultimately, he never hears back. After six months, he begins sending winsome little e-mails to her, asking her whether she has made up her mind yet.

Hermione never responds. Rumor has it that she has started an anonymous agenting blog where she complains humorously about being stalked by writers. Harold is stunned to see some of his own missives posted there, as warnings to others.

Okay, where did Harold go wrong?

First, he fell prey to that same bugbear I was discussing earlier in the week, the notion that a requesting agent will – and should – drop everything the instant his manuscript arrives, in order to give it her full attention. It’s an unrealistic expectation, however, and leads to tremendous amounts of unnecessary chagrin.

Many, if not most, aspiring writers want to believe that talent is the universal solvent of business-as-usual, but that is simply not true – and furthermore, is based upon a commonly-held misconception about what happens to submissions after they arrive at an agency. The fantasy generally runs like this: the day’s mail comes in, containing Manuscript X. The agent pounces upon it, rips open the packaging, peruses it instantly, and makes a decision on the spot whether to represent the author.

The reality, on the other hand, runs more like this: the day’s mail comes in, and the agency’s screener is charged with opening it. If a package is marked REQUESTED MATERIALS, it will usually be opened first, but otherwise, the screener just sorts it. Manuscript X is then sent along to the first submission screener, who will open the package and check that the submission conforms to the agency’s submission requirements. If not, it can be dealt with immediately: rejection.

This, by the way, is the reason that bad news often travels faster than good, in this business.

If it passes that first-glance test, Manuscript X will then sit in a pile until the screener has time to read it. If the manuscript is wonderful, the screener will write a brief report for the agent; otherwise, the manuscript is sent back to the author. At many agencies, a manuscript that passes the first round successfully will be given to a second screener. If she likes it, she too will write a report, and Manuscript X will be passed along to the agent.

Then, and only then, will the agent read it. But, given how busy agents tend to be, Manuscript X might easily begin to decompose while it is sitting on her desk. Paper is, after all, biodegradable. So Harold, and writers like him, wait.

I’ve said it before, and I’ll say it again: be realistic in your time expectations. If you haven’t heard back from an agent or editor, 99% of the time it’s because your manuscript has yet to be read. Even if they were reading submissions the second they received them, agents and editors are too specialized, and too busy to drop everything to attend to even the most promising new client.

There’s a very good reason for this, too: they make their living by selling books, not by acquiring new clients. In order to stay in business, proportionally little of an agent’s time CAN be spent gobbling up new submissions. In fact, most of the agents I know don’t have time to read in their offices at all; they wrestle stacks of manuscripts home on the subway, to read in their spare time. They actually do love good writing, for the most part: they just don’t have much time to devote to indulging that love.

Trust me, after you have signed with the agent of your dreams, you’ll be happy that she spends the vast majority of her time selling your work, rather than hunting up new clients.

So where does this leave poor Harold? Well, in a sense, he was right: his submission probably was being passed up the food chain. But his further supposition that Hermione would have read his work and was pondering it is unrealistic: everyone along the chain I’ve described above reads far too many manuscripts in any given month, or even any given week, to reserve brain space for reconsidering past reads.

Okay, I think I’ve beaten that late equine enough. But here’s the kicker: what should he have done differently?

Well, in the first place, Harold never should have stopped querying while he was waiting to hear back from Hermione. If another agent had asked him to submit, Harold would have had a legitimate reason to contact Hermione right away: I thought you would want to know that another agent is also looking at my book. That alone probably would have speeded up the process.

Without such an excuse at the ready, though, what should Harold have done? Well, he might have used his imagination to come up with the single most likely explanation for an ultra-long delay: his manuscript may have gotten lost. After 8 weeks or so, he should have sent an e-mail, letter, or even – gasp! – a phone call, politely asking if the agency had received his submission packet.

Or, if he were genuinely shy, he could have sent another copy of the submission, with a cover letter saying that he feared that his earlier package had been lost. My point is, by following up in a businesslike manner, Harold would have offended no one, and if his package had actually been lost, he could have remedied the situation.

Having waited too long to follow up, however, Harold was wrong to bug Hermione on an ongoing basis. After 6 months, she probably will not recognize his name or any reference to his project; she may just read it as an offbeat attempt at querying. Remember, it is not beyond belief that she never saw the submission at all – it might have gotten stalled at the screening level. So coy reminders of his existence are probably not going to do Harold any good whatsoever.

I know submission is a tough, nerve-wracking process, but do try to be reasonable: unless the agency or agent is brand-new, I can absolutely guarantee you that yours is not the only stack of paper it received on any given day. Nor, unless you are already a celebrity or a minor deity with the power to cause your submission packet to glow with an unearthly radiance, did all ongoing business stop the instant your manuscript crossed the threshold. Expect it to take some time.

And if you have not heard back within a reasonable amount of time, treat it as you would any other business lapse. Be polite and call it to the agency’s attention.

But most of all, keep moving. And, of course, keep up the good work!

Book marketing 101: dealing with the Grand Silence, part II, or, assumptions, assumptions

In the spirit of the publishing world’s time-honored tradition of August vacations, I am spending a few days re-running former posts on how writers’ and agents’ senses of how long it should take to respond to a submission differ. To put it mildly, their expectations are generally not on the same calendar page.

And I’m talking month-at-a-glance calendar page here. Not a lot is going on in the industry until after Labor Day. (For my international readers, that’s the first Monday in September, when we in the US gather in back yards and beaches to barbeque things, or in malls to buy mattresses. How this communal frivolity celebrates the American worker remains a mystery.)

Of all of the many aspects of submission that are outside the writer’s control, timing is probably the least discussed, because we would all like to think (c’mon, admit it) that our work is so compelling that the instant anyone on the business side of the industry touches it, he will immediately feel compelled to clear his schedule for the rest of the day to give it a good, hard read. By logical extension of this fantasy, when we don’t hear back, something must be dreadfully wrong.

Knowing how turn-around time usually works can help relieve the stress of suspecting that one’s own submission is the only one not being attended to with the speed of an ER staff greeting the inhabitants of an ambulance. Trust me, it’s not just you.

Here is a post that I wrote some months back, showing where giving in to the fantasy can lead. Enjoy!

Yesterday, I broached the seldom-discussed subject of writers’ expectations about how agents will react to their work – specifically, how writers are often surprised and demoralized when they first encounter the legendary slowness of agency turn-around times. There are icebergs that move faster. The temptation, of course, is to correlate slowness of response with the industry’s openness to one’s work, but really, the two are seldom related.

Honestly. If you haven’t heard back, 99% of the time it’s because the agent hasn’t read the submission yet. It’s under those other 49 submissions propping up her file cabinet. How could that possibly be a reflection upon the quality of your work?

Yesterday, I discussed how unrealistic expectations might eat away at a writer’s confidence from the inside. Today, I want to take a look at how they might cause a writer to violate industry etiquette, thus harming the book’s chances for success.

Writer-centered scenario 2: Edgar decides his novel is akin to a bestseller from a couple of years ago, so he very sensibly finds out who represented it. After having looked up the agent, Emmanuel, in one of the standard agency guides, he picks up the phone and calls Emmanuel in New York.

(Hush, those of you who just gasped: I’m making a point here.)

Amazingly, Emmanuel answers his own phone, and Edgar pitches his work. Much to Edgar’s surprise, though, Emmanuel’s response lukewarm; instead of wanting to discuss the project, he gets off the phone as quickly as possible.

Okay, what did Edgar do wrong?

All right, gaspers, go ahead and tell the rest of the class: Edgar called an agent, something every agency guide ever published will tell a writer not to do unless the building in which the agency is housed is on fire.

And maybe not even then. Seriously, they hate it when writers with whom they have no previous relationship call. It’s not quite considered “Hey, you kicked my grandmother!” rude, but it’s definitely black tie party-crashing rude.

Why is cold-calling an agent considered such a HUGE faux pas? Because these are busy, busy people; they don’t have time to talk with every writer in the English-speaking world, and besides, until an agent knows that you can write, isn’t chitchat irrelevant?

There is another reason Edgar’s approach was poor strategy. A writer would never see it like this, of course, but from Emmanuel’s perspective, the expectation that he WOULD have time to take phone calls from writers he’s never met implies that Edgar thinks he’s not very successful.

And that wouldn’t just be paranoia on Emmanuel’s part. Because, practically, only a VERY unsuccessful agent would be sitting around waiting for requested materials to come in — and since agents are notorious for saying in every agency guide and at every conference that prospective clients should not bug them with calls, most of them would assume that a writer who did so is either casting aspersions upon their success rates or entirely new to the industry.

The result: insult. The moral: never call an agent who hasn’t ASKED you to call. And never, ever use a call as a substitute for a query letter.

Writer-centered scenario 3: Gertrude met agent Germaine at a conference. After hearing her pitch, Germaine responded very nicely, asking to see the first few chapters.

Instead of sending it out right away, though, Gertrude, like so writers in her situation, went into a revision frenzy, going over every line with a magnifying glass, tweezers, AND a fine-toothed comb. After a couple of days, it became apparent to Gertrude that this revision was going to for a few weeks, so she sent a page-long e-mail to Germaine, explaining that she was not going to be able to get the pages to her right away.

Germaine did not respond. Stunned not to have heard back, Gertrude concluded that the agent had lost interest altogether, and never sent the pages at all.

Oh, dear, Gertrude has stumbled into several of the most common drop-everything-for-me problems. Any guesses as to what they are? (Hint: the revision panic wasn’t directly involved.)

If you said that Gertrude’s problem was assuming that the request to send materials was only good for as long as the agent remembered her, give yourself a gold star. Agents hear FAR too many pitches – and receive far too many queries – to remember them all indefinitely, or even by the time their planes touch down at La Guardia after the conference.

Yes, even the ones they liked. So you’re going to have to remind the agent in the cover letter that she requested the enclosed pages, anyway. (If you’re not clear on why, please see my earlier posts on SUBMISSION PACKETS, right.)

Gertrude would have been okay, though, had she not put her assumption that she was the only writer in Germaine’s universe in writing. Anyone care to guess why Germaine did not respond?

That’s right – what may have seemed like courtesy from Gertrude’s perspective looked like something else entirely from the agent’s POV: a writerly assumption that the agent had dropped everything, from her 141 clients’ books to screening queries, waiting for Gertrude’s pages. Again, it implies that the agent had nothing else to do.

And we already know how they feel about THAT assumption, right?

Trust me, it’s not as though agents whip out a pencil immediately after they have requested a manuscript and pencil in time to read it. When it arrives, it arrives. If a couple of months has passed since an agent requested your manuscript, you should probably drop a BRIEF, polite note saying when it may be expected, but otherwise, don’t waste their time.

They don’t like it, you see. And the last thing you want to be labeled before an agent reads your work is a client who is going to be bugging them all the time, right?

Gertrude made one more mistake here, and for the sake of her marketing success, it’s a whopper. Anyone? Anyone?

Three gold stars if you caught that Gertrude expected the agent to write back and reassure her before she sent out her pages. From the agent’s POV, Gertrude was asking for the agent to request the pages again – and from a professional perspective, why would anyone need to be asked twice to have a shot at professional success?

I know, I know: it’s not very comfortable, following the trajectories of these industry faux pas, but far better that you read about them here than stumble into them unwarily yourselves, right? I shall sleep better at night, knowing that my readers, at least, will not be emulating Edgar and Gertrude.

Keep up the good work!