Posted on - 7 Comments on Pitching 101, part IV, in which I finally stop giving preliminary cautions and start talking about the building blocks of a terrific pitch. Oh, and you’re going to have to pick a book category.

Pitching 101, part IV, in which I finally stop giving preliminary cautions and start talking about the building blocks of a terrific pitch. Oh, and you’re going to have to pick a book category.

a-pile-of-boxes

Yes, it’s true: in the fourth installment in this series, I’m moving beyond telling you how to prepare for a conference where you might be able to pitch your book to an agent or editor, either formally or informally, and proceeding toward how to decide what to say when you get there. While some might shake their heads, muttering, “Why on earth is she going over every nuance, when we’re already deep in literary conference season?”, well, I have two answers.

First, for the many, many aspiring writers who (unwisely, I think) put off constructing (or often even thinking about) their pitches until the eve of the conference, I’ve established a super-quick crash course in how to do it: you’ll find it under the aptly-named HOW TO WRITE A PITCH AT THE LAST MINUTE category on the archive list on the lower right-hand side of this page.

Second, years of experience teaching good writers to pitch lead me to believe that just telling you what to do without helping you understand why each part of the pitch is necessary in order to market your work persuasively to agents and editors — including parts that are usually left out of the three-line pitch entirely — usually results not only in less effective pitches, but writers not particularly comfortable with giving them. Call me zany — and believe me, there are plenty of local conference organizers who do — but I just don’t believe that pitching advice that tells writers to blurt out a summary of their books as fast as humanly possible and leaves it at that is actually all that helpful come pitching time.

Hey, I warned you that my approach to pitching was a bit unorthodox.

Contrary to the prevailing wisdom, I believe that the definition of pitching successfully is not merely being able to cram an entire 400-page book into three sentences and spit it out coherently. Instead, I define pitching success as the ability to speak fluently and persuasively about a book in terms that make an agent or editor likely to say, “Gee, I’d like to read that. Please send me the first 50 pages right away.”

I define a pitch’s success by its results, not its conformity to a pre-set model to be used in all instances. I know: radical.

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

Much nicer to wrap your brain around than croaking out the bare bones of your premise in 10 seconds, isn’t it?

Now that you are prepared for my advice to be a bit offbeat, I am not afraid to shock you with my first unorthodox suggestion:

DON’T start the pitch-prepping process by sitting down and trying to summarize your book’s plot or argument in just a few lines. Instead, let your first step be figuring out where your book would be placed on the bookshelves of Barnes & Noble, Borders, or a similar chain bookstore.

Why? Because this is the single most important piece of information you can tell an agent or editor about what you write. And because everyone in the US publishing industry talks about the demarcations in the same terms, you’re going to communicate a whole lot better with them if you use the book categories they already know. Which are:

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

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

Actually, there are a few more, but these are the main ones. For more detailed analysis, again, please see the BOOK CATEGORIES heading on the list at right. Also, the major genre’s writers’ associations tend to provide precise definitions of each subgenre on their websites. But these are enough to get you started.

Pick one.

Before anybody out there starts to freak out about the prospect of having to select the perfect pre-fab label, let me hasten to add: aspiring writers are not singled out for punishment in having to do this; literally every professional author does as well. It’s a technical designation, after all, not a summary of the book’s contents.

And contrary to popular belief, choosing does not define a writer for life: the book category is merely the conceptual box into which all books aimed at a particular already-established market are placed. Literally every book published by a North American publisher has been assigned to such a category.

So calm down and ask yourself: in a marketing display, what kind of books would be grouped around it? How would it be placed so as to suggest that if the potential buyer liked book X, he would probably be interested in your book as well?

Lest any of you fiction writers are tempted to say, “Oh, my book would just be in the literature section, filed under my last name,” that’s not a good enough answer. Nor is, “Oh, I’m a genre-buster — I don’t want to limit myself with a label.”

That kind of answer just isn’t useful to an agent — on order to sell your book to an editor, your agent is going to need to be able to tell him right off the bat what kind of a book it is, not merely that she thinks it’s well written. Similarly, in order to argue that your book belongs in next year’s catalog, an editor is going to have to tell the rest of the folks at the publishing house the book category, just as the marketing department is going to have to tell the distributor, and the distributor the bookstore buyer.

Thus, the book category is in fact the industry shorthand for where a book should be directed in order to sell, at every level. So it follows as night the day that aspiring writers who equivocate between categories because they believe (not entirely without reason) that their books are too complicated to be shoved into a single conceptual box, or even refuse define their work automatically render it harder for all of these people to do their jobs.

And that’s not the world’s best idea, because if you want them to assist you in getting your writing into print, it’s really much more in your interests than theirs to make it as easy as possible to help you.

Let me repeat that, because it’s vital and I’ve never heard any other pitching advisor mention it: aspiring writers who go out of their way to make it easy for folks in the publishing industry to help them succeed tend to garner a heck of a lot more help than those who make it difficult.

Partially, that’s just human nature: a person for whom it’s a pain to do favors tends not to have others leaping forward to do him any. But partially, it’s also because most writers inadvertently make it difficult by not learning how to talk about or present their work professionally.

Which leads me to the other, utterly selfish reason that you should figure out the proper category for your book, and pronto: once you know where the pros would envision your book selling best, you will have both an infinitely easier time pitching AND finding agents to query. Suddenly, those cryptic lists of book types in agents’ guides and opaque conference bio blurbs will spring to life for you.

Unfortunately, the vast majority of aspiring writers do not do their homework in this respect — and believe me, from the pros’ perspective, it shows in their pitches. The industry defines types of books far more specifically than writers tend to do — and, as I’ve been pointing out over the last few days, no agent represents every kind of book. Since they define their work by book category, writers’ reluctance to commit just seems like ignorance of how books are sold.

Does that conclusion seem harsh? Actually, it isn’t, particularly: the sad fact is, the vast majority of aspiring writers out there have only a vague idea of how their books would be marketed to booksellers. So I’m here to tell you: the FIRST question any editor would ask an agent about a book, or a committee would ask an editor, or a book buyer would ask a publishing house’s marketing department is, “What’s the book category?”

But I even as I typed that last bit, I could sense that some of you out there were still feeling abused for having to adhere to the established categories, feeling (and not without some justification) that there’s more to art than marketing labels. If you feel that way, you’re certainly not alone: you can’t throw a piece of bread at a writers’ conference anywhere in North America without hitting a writer who believes that his artistic freedoms are endangered by the very request. Or a writer who has fretted for a year about picking the right category. And anyone who has ever listened to pitches for a living can tell you horror stories about writers who wasted half (or even all) of their pitch appointments complaining about it.

To save any of you from ending up as the subject of such a tale. let’s take a look at how the average pitcher deals with this fundamental question, and why the standard oh, my God, don’t make me pick! responses tend not to impress agents and editors very much.

In the first place, writers often mishear the question as, “So, what is your book about?” rather than what it is, a straightforward request for marketing information. Thus, they all too often give exactly the same response they would give anybody who asked the more general latter question at a cocktail party:

“Well (gusty sigh), it’s a novel…mostly, it’s women’s fiction, but it’s not really a romance novel. I guess it’s also suspense, with thriller elements. And the writing is definitely literary.”

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

Remember, agents and editors think about books as products, rather than merely as works of art or expressions of the inner workings of the writers’ souls. And as products, agents need to sell books to editors, and editors to editorial committees, and marketing departments to distributors, and distributors to bookstores, and bookstores to readers.

I assure you, a vaguely-defined book is much harder to drag through that process. And much, much, MUCH harder for a writer to pitch successfully.

So it’s an excellent idea to tell them up front — as in both your pitch and the first few lines of your query letter — what kind of book it is. But in order to make sense to people in the industry, you need to speak their language: pick one of their recognized categories. In other words, don’t just guess, don’t lump a couple of categories together into a Frankenstein’s monster of a hyphenate, and don’t just make up a category.

How do you know where to start? Glad you asked — you know how I love step-by-step instructions.

1. Learn where book categories lurk.
In this age of rampant standardization of book packaging, this isn’t all that hard to do. Take a gander at the back jacket of most recently-released hardcover books: you will find, usually in either the upper left corner or just above the barcode, a one- or two-word description. That is the book category.

Not sure how to find it? Okay, here’s the back cover of Sarah Vowell’s ASSASSINATION VACATION (a terrific book for anyone interested in political history, by the way; she’s a very funny writer). Follow the lead of my pen:

sarah-vowells-back-cover-ii

You may notice that her publisher has listed the book in two categories: biography and travel. That makes perfect sense, because the book both talks about the lives of various murdered American presidents and follows Ms. Vowell’s journeys to their assassination sites. (I’m not kidding: it honestly is very funny.)

The other common locale for a book category, especially on trade paperbacks and softcover books, is in the box with the barcode. Here’s the back of Jonathan Selwood’s hilarious THE PINBALL THEORY OF APOCALYPSE:

jonathan-selwood-back-cover

Okay, so that last photo was a trifle askew. However, since the novel partially concerns the aftermath of a major earthquake, that seems rather appropriate.

2. Find some recently-released books similar to yours and check how they’ve been categorized.
Think about your book. Can you come up with, say, 3-5 titles that are similar to it in subject matter, tone, approach, voice, etc., that have come out in North America within the last five years? Not similar in ALL respects, necessarily — just one or two may be enough to steer you in the right direction

If you can’t come up with any that are remotely similar, I suspect that you’re not overly familiar with the current book market — a serious liability for anyone hoping to pitch or query a book to someone who makes a living following such trends.

If all else fails, start feeding relevant search terms into Amazon and see what comes up.

3. See how the books on your list have been categorized by their publishers.
Once you have your list, go to a bookstore (either physically or online) and see where those books are housed. That is, most likely, where your book would be categorized, too.

4. From among those categories, select the one that intuitively seems to fit your book best.
Book categorization is not a perfect science — pick the one that comes NEAREST to where you envision the book being shelved in a big bookstore. (Since I’ve written about this topic quite frequently and I’m trying to get us through the pitching basics fairly quickly, for more specific tips on how to do this, please see the BOOK CATEGORIES heading on the list at right.)

Fair warning: many categories overlap — fiction, women’s fiction, and literary fiction, for instance, share quite a bit of common ground. Choose the one that you like best; as long as you’re close, your future agent will be able to tell you how to categorize it.

Whoa, I didn’t even have time to move my hand to the return key before I felt a mighty gust of cries of WAIT! coming from out there. “But Anne,” breathless voices cry, “I honestly don’t know how to categorize my novel. Is it literary, mainstream, or just plain fiction — and will agents hurt me if I guess wrong?”

This is an excellent question — one that I covered at some length in several posts; I would encourage you to go back over this post, this one, and this. You might also try asking yourself few questions about your book:

(a) Does your book assume a college-educated readership? Does it try experiments with structure and language? Is character development more important to the reading experience than plot? If you answered yes to at least two of these, literary fiction would probably be the safest choice.

(b) Is your book aimed at a general adult audience, or is more heavily weighted toward a female readership? (Okay, so this is kind of a trick question, since women buy over 80% of the fiction sold in the US and almost all of the literary fiction, but bear with me here.) If it is genuinely aimed at a general market, fiction would be a good choice.

If it does assume a female readership, or if the protagonist is female, consider women’s fiction. And just in case any of you are harboring the surprisingly pervasive prejudice that women’s fiction label is automatically pejorative: women’s fiction is far and away the best-selling fiction category.

(c) Does your book have a filmic, easily-summarized plot? Are the style and storytelling technique similar to a bestselling author’s? If so, it might be mainstream fiction (also known as commercial fiction).

(d) Is your protagonist relatively young — and have sex with more than one partner/do drugs/have a drinking problem? Does the plot deal with adult-themed issues that probably wouldn’t make it onto network television in the dinner hour? If so, it might be adult fiction or contemporary fiction.

(e) Are all of the criteria in #4 true, but the protagonist is female, under 40, have a sense of humor, doesn’t pursue significant interests in the book OTHER than having sex with more than one partner/doing drugs/having a drinking problem — and yet is not a memoir by Elizabeth Wurtzel? If so, you might want to consider the chick lit category, especially if your protagonist’s interest in shoes and handbags borders on the pathological.

Before any chick lit writer gets all defensive on me, allow me to add that there is some chick lit out there does deal with serious subject matter (see the comments on this post); like many, many other book category distinctions, the difference between women’s fiction and chick lit is often a matter of tone. If you write in either category and are unsure what that means, it would be a grand idea to walk into a bookstore, ask a savvy clerk to point out the three best recent releases in women’s fiction and chick lit, and read the first few pages of each.

All that being said, it’s not completely unheard-of for women’s fiction with a young protagonist to be assigned to chick lit simply due to the sex and age of the writer, or for an agent to decide to submit a book to chick lit editors as chick lit and women’s fiction editors as women’s fiction. Ultimately, categorization is a call the agent to make; all you’re trying to do in a pitch or query is to find a label in the general ballpark.

Which leads me to…

(f) Are you planning on pitching or querying an agent who likes to make this call himself? In that case, you might be best off simply labeling it fiction — but you’re unlikely to know that unless you’ve spoken to the agent personally. If this is the case, you should pick the closest label, then nod smilingly when the agent to whom you are pitching says you are mistaken.

Hey, it’s how those of us already signed with agents do it. I even know a quite prominent author who claims that she doesn’t know for sure whether any particular piece is women’s fiction or memoir until her agent has sold it as one or the other.

All that being said, try not to get too discouraged if your book’s category does not immediately pop to mind. Often, it is genuinely a hard call. Just do your best.

5. Use the book category you’ve chosen to describe your manuscript whenever you are communicating with anyone in the publishing industry.

Feel free to use it ubiquitously. Its uses are myriad: in your pitch, in your query letter, on your title page (if you don’t know where this info should go, please see the TITLE PAGES category on the list at right), in checking an agent’s conference blurb or listing in an agency guide to see whether she represents your kind of book, whenever anyone at a literary event asks, “So, what do you write?”

But whatever you do, NEVER tell anyone in the industry that you have a “fiction novel” — this is a very, very common pet peeve amongst agents and editors. By definition, a novel IS fiction, always, just as a memoir is always nonfiction. (Technically, anyway. Don’t even get me started on how many memoirists have found their books under just-the-facts scrutiny over the last couple of years.)

Some of you are still squirming under the necessity of choosing, aren’t you? “But Anne,” I hear some confused would-be pitchers and queriers cry, “I occasionally see categories other than the ones you’ve listed on book jackets and when authors speak about their work. Therefore, you must be wrong about agents and editors expecting to us to label our books, and I can refer to my manuscript any way I like — or not categorize it at all.”

Oh, that old saw. Naturally, there are new categories popping up all the time, a side effect of the expansive creative impulse of the human mind. And there’s no international police force compelling every published author out there to speak of their books in the same terms.

That doesn’t mean, however, that it behooves an aspiring writer to make up a book category. All one has to do is check out any of the standard agency guides to see why: when asked what kinds of books they represent, agents don’t use descriptions that are only meaningful to themselves and their closest friends; the vast majority of the time, they use the standard category designations.

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

When in doubt, pick a more general category over a hyper-specific one. Or at any rate, select the more marketable one. It increases your chances of your work sounding to an agent like something that will sell.

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

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

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

Hey, I don’t make up the lingua franca; I just speak it. (For more on the ins and outs of defining women’s fiction (particularly when a book occupies the rather broad territory where women’s, literary, and mainstream overlap), please see the three posts beginning here.)

6. What to do if you just cannot bring yourself to apply step 5 to the category that makes the most sense
If you truly get stuck in mid-decision, here is a sneaky trick: go to a well-stocked bookstore and track down a friendly-looking clerk. Describe your book to her in very general terms, and ask her to direct you to the part of the store where you might find something similar.

Then start pulling books off the shelf and examining their back covers for categories.

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

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

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

Because yes, Virginia, there are professionals who will simply not read a query or listen to a pitch unless it is for a book in one of their pre-chosen categories. Agents and editors LIKE making snap judgments, you see. It saves them time.

Sorry to be the one to break it to you.

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

Since that is precisely what you want her to be doing, what are you complaining about?

If you’re still a bit confused and want more help fine-tuning your selection, again, I would recommend taking a gander at the posts under the BOOK CATEGORIES heading at right. In the past, I have spent more time on this particular point; I could easily spend a week on this point alone. (And have, as it happens.)

And if you’ve narrowed it down to a single category, congratulations! You’re ready to move on to Step 2 of writing your pitch.

Which, not entirely coincidentally, will be the subject of my next post. (Hey, I told you I liked step-by-step directions.) Keep up the good work!

Posted on - No Comments on Great gifts for writers with great gifts, part II: shelves and the things that go on them

Great gifts for writers with great gifts, part II: shelves and the things that go on them

Last time, I began suggesting some ways in which the holiday habits of that seasonally-ubiquitous jolly fellow, the Furtive Non-Denominational Gift-Giver, might be turned via gentle hints toward the consideration of items and services of genuine long-term use to the committed writer. Admittedly, I began by shooting high: what’s wrong, I asked innocently, with giving a writer time and space to write? Happy the writer whose kith and kin understand her well enough to gather behind her back whilst she’s baking cookies to say, “You know what Gertrude would REALLY like this year? A week without any obligations, so she could finally finish her novel/memoir/definitive history of drainage in 17th-century Ireland!”

I suspect that I don’t have to elaborate for any working writer about precisely how and why Gertrude would be cryingly grateful for such a present. After all, “(l)ife together,” as George Sand wrote, “is the ideal of happiness for those who love each other; but each thinking soul also needs time for solitude and contemplation.”

So true, George, so true — but I’d be willing to bet this handful of change in my pocket that 95% of the writers reading this have never even discussed the possibility of a retreat with even their nearest and dearest. There’s good reason for that, of course, at least amongst those of us who were not raised by wolves. Let’s face it, it’s just not considered polite to answer the perennial (and rather uncreative, I’ve always thought) question, “What do you want for Christmas?” with a heartfelt howl of, “Are you kidding? Leave me alone so I may get some writing done!”

Even if that is, in fact, what you would like to receive for Christmas. Or any other time, really.

Next week, as promised, I’m going to talk a bit more about how to clear time and space for one’s writing. (Just in time for New Year’s resolution-making, you point out? Why, what a remarkable coincidence!) For today, I’m going to content myself with brainstorming about a few less pricey ways writers’ FNDGGs may bring joy and practical assistance to them throughout the year.

I’m tempted to go all prosaic here and suggest asking for bookshelves — because, honestly, have you ever known a serious writer who didn’t possess more volumes than shelves to house them? As Jean-Paul Sartre was known to observe, “In reality, people read because they want to write. Anyway, reading is a sort of rewriting.”

At least for the many submitters who continue to work on their manuscripts after they’ve already sent them off to an agent or editor, J-P. I can’t even begin to estimate the number of times I’ve heard agents complain over the years about clients who keep sending them a revised page 147 or 236 every few weeks to insert into an already-circulating manuscript. (In case you’re curious about how to pass along subsequent revisions to your agent after you sign, the accepted method is — brace yourselves — to send a whole new copy of the manuscript.)

To return to my larger point, we tend to be hard-core readers, bless our collective heart, which is in and of itself something to consider during present-buying binges. If you’ve been paying attention to even a fraction of the news coming out of the publishing industry lately, you’ll have heard that major publishers across the English-speaking world have been announcing that they’re laying off staff.

“The profession of book-writing,” John Steinbeck once wrote, “makes horse-racing seem like a solid, stable business.” Can’t imagine why that little snippet should come to mind right now.

Unless anyone out there reading this happens to be a billionaire with a weakness for literature, literally the only thing most of us who write can do to help ameliorate this appalling situation is to get out there and buy some books. Ideally, books by still-living authors who write in our respective book categories.

Why? Well, if you want to live in a world where publishers are eager to buy books like yours, it only makes sense to convey that preference through buying them yourself, right? Perhaps I am intolerant because I come from a family of writers, but I have no patience with aspiring writers who don’t support the market for the kinds of books they write themselves. If aspiring writers won’t buy books in the genres in which they hope eventually to publish, who will?

Well, possibly their FNDGGs, if those writers sit them down and explain clearly and carefully that the only means of convincing bigwigs at publishing houses that it’s profitable to publish a particular type of book is for lots and lots of people to buy that type of book. Not to mention the obvious benefits to the aspiring if buyers go out of their way to purchase books by first-time authors in that category.

Seriously, wouldn’t you be more pleased to receive a good book in your category by a new author than one of those ubiquitous gift books containing quotations about writing that FNDGGs always seem to be stuffing into aspiring writers’ stockings? Because, as Groucho Marx once observed, “Outside of a dog, a book is man’s best friend. Inside of a dog, it’s too dark to read.”

(In the unlikely event that you hadn’t already noticed, on the off chance that anyone reading this one of those perennially epigraph-hunters who can’t get enough of that kind of collection, I’ve been cramming as many inspiring quotes into this post as humanly possible. No charge.)

There are many other excellent reasons to buy recently-released books in the category in which you have chosen to write, of course. Learning who your competition will be, for one, and what they are offering your target audience. Finding out what the agents and editors who habitually work with authors in that category think is good writing, as well as building up a list of who those agents and editors are.

And last but certainly not least, keeping up with what is being published right now, as opposed to five or ten years ago. I can’t tell you how many times I’ve heard agents and editors complain about aspiring writers’ not being familiar with the current market, as opposed to what was hot ten years ago. Contrary to popular belief, the species or even quality of writing that may have caused your all-time favorite author to ricochet to fame and fortune fifteen or twenty years ago will not necessarily turn heads at agencies and publishing houses today if it did not have an already-established author’s name attached to it.

And the tighter the book market gets, the more likely that is to be true, because an established author already has name recognition with the target market for her next book.

Because the market is ever-changing (and will probably be mutating even more rapidly than usual over the next year or two), it’s vital to keep refreshing one’s understanding of what is in fact current. What attracts an agent or editor today will not necessarily garner praise a year from now — again, unless an author with a proven track record happens to have produced it.

Which is precisely why it’s in your interest to keep abreast of what kind of writing, storyline, structure, etc. has been helping first-time authors in your selected category break into the biz over the last couple of years, not just what the big names have been producing. It’s just too easy for an aspiring writer who doesn’t keep up with his genre’s internal trends to forget whilst hiking the querying-and-submission trail that it honestly does take more courage on the part of an agent to sign a previously unpublished writer than a published one, just as it requires more bravery for an editor to take a chance on a brand-new writer than upon the 17th work by a well-recognized name.

Why? Because “courage,” as playwright Ruth Gordon informed us all, “is like a muscle, it is strengthened by use.”

This is why, in case you were wondering, those of us who have been in the biz for a while cringe when we hear an aspiring writer say, “Well, my book is at least as good as the rest of the junk out there.” The standard against which a new writer’s work is held is not that of the current market for established writers, but considerably above it.

Don’t believe me? Try this little experiment: read five books by first-time authors in your chosen book category that have come out within the last year. (Better yet, buy them, or get your FNDGG to buy them for you.) Then go and take a gander at what the time-honored leaders of the genre have put out lately.

Ask yourself: do they honestly seem to be edited, let alone written, to the same standard?

Another reason to keep an eye on publications by authors new to your chosen category is to gather information for approaching their agents. The logic is a trifle convoluted, but stick with me here.

As I’m sure you’re already aware (I’m fairly certain that I’ve mentioned it within the last few months), the vast majority of books sold to publishers each year in this country are written by the already-published. Why? Well, they have a verifiable history of selling books.

Before you take offense at that, be honest: in the last five years, how often have you bought a book by first-time authors? Not only in your chosen book category, but at all?

Okay, what about ones you don’t know personally, or who haven’t won major awards?

Readers tend to gravitate toward names they know — and bookstores encourage the practice. Unless the author is a celebrity in another medium or a politician, books by new authors are substantially less likely to be placed in a prominent position in a chain bookstore. Certainly, they are less likely to be place face-out on the bookshelf, a placement which increases that probability of being browsed considerably).

Naturally, this results in sales statistics that show very plainly that overall, established authors sell far, far better than new ones.

So — don’t worry; the payoff is coming — your chances of getting picked up by an agent are higher if you already know that particular agent has been successful selling a first-timer like yourself. You know, at any rate, that the agent has been exceptionally brave at least once.

As Helen Keller was apparently wont to say, “Avoiding danger is no safer in the long run than outright exposure. The fearful are caught as often as the bold.” Are you listening, agents?

Because the agent who compulsively sells first novels is something of a rarity, let me once again urge you to draw a firm distinction in your mind between agents whose listings in the standard agents’ guides SAY they are open to queries from previously unpublished writers, and those who have a successful RECENT HISTORY of selling first books. In this market, that takes not only courage, but commitment and talent.

As Abigail Adams seems to have written to her troublemaking husband in 1774, “We have too many high sounding words, and too few actions that correspond with them.” Amen, Abby!

To be fair, agents — the successful ones, anyway — only take on what they’re pretty sure they can sell. As anyone in the industry will tell you at great length after he’s had a few drinks (oh, like it’s accidental that writers’ conferences almost always take place in hotels with bars in them…As Agnes Repplier was prone to say, and even wrote in 1891’s POINTS OF VIEW, “If a man be discreet enough to take to hard drinking in his youth, before his general emptiness is ascertained, his friends invariable credit him with a host of shining qualities which, we are given to understand, lie balked and frustrated by his one unfortunate weakness.”), a first book, unless it is written by a celebrity, is quite a bit harder for an agent to pitch to an editor than a second or third. On average, less than 4% of the fiction published in any given year is by first-time authors.

Sorry to be the one to break it to you. But as the already-quoted George Sand apparently wrote to some friend of hers in 1863, “Let us accept truth, even when it surprises us and alters our views.’” Or, if you prefer Thomas Jefferson, “We must not be afraid to follow the truth, wherever it may lead.”

I’m sure I could find a dozen more quotes on the subject if I really took a spade to the Bartlett’s, but I’m sure you catch my drift.

Speaking of which, I seem to have drifted away from the subject of great gifts for writers, haven’t I ? Here’s one that might help add impetus to your writing career: wouldn’t it be nice if your FNDGG sprung for some really nice (say, 20-pound or heavier) paper for your next spate of submissions?

High-quality paper is worth the investment: pages that don’t wilt as it gets passed from Millicent to Millicent tends to get taken more seriously, believe it or not; it’s not even unheard-of for agents to resubmit manuscripts that they’ve already circulated to other editors.

Or what about a lovely box of those Manilla envelopes we writers are always using to send out short stories and partial manuscripts, not to mention tucking into other Manilla envelopes as SASEs? They’re not very expensive, but I know a lot of writers who would feel that such a gift was awfully darned supportive. Especially if it happened to arrive wrapped up with a roll of stamps.

Oh, you expected me to come up with a quote appropriate for that? Okay, try this one on for size: as Gertrude Stein wrote, “Considering how dangerous everything is, nothing is frightening.”

I think that’s a terrific motto for anyone who has anything to do with the current literary market — aspiring writers, established writers, agents, Millicents, editors, marketers, you name it. Trying to sell a book at any level is absurdly difficult for everyone concerned these days, but hasn’t that always been true, to a certain extent? After all, the vast majority of writers who have landed agents and publishing contracts have had their work rejected dozens upon dozens — if not hundreds upon hundreds — of times over their professional lifetimes. Including yours truly and, in all likelihood, that well-established bigwig who broke into the market twenty years ago. We kept ploughing ahead until the NYC publishing types started to take us seriously.

Maya Angelou wrote, “History, despite its wrenching pain, cannot be unlived, but if faced with courage, need not be lived again.” And Tallulah Bankhead claimed, “If I had to live my life again, I’d make all the same mistakes — only sooner.”

What on earth do I mean to demonstrate by throwing those two quite unrelated quotes into close proximity? Either that (a) all of the work required to get recognized as a writer is genuinely soul-trying for pretty much everyone who makes it, but you can learn a lot along the way, (b) practically without exception, everyone who already has an agent is deeply, deeply grateful not to have to go through THAT ongoing trauma again, and/or (c) tearing a whole lot of quotes out of context and presenting them to the hapless reader may not be all that useful an exercise, but it doesn’t seem to stop anybody else from doing it, so why should I forbear?

More importantly, what do any of those possibilities have to do with what you might want your FNDGG to give you? Well, for most ultimately commercially successful writers, the road to recognition is long. If that gift-giver wants to find a means to show that s/he believes that you are talented enough that you definitely should keep ploughing ahead, wrapping up some practical aids for you to use along the way is a marvelous mean to express that.

I just mention, FNDGG.

Keep moving forward — and keep up the good work!

PS: any FNDGG intrigued by the Cave Shelf above may find it here.

Posted on - No Comments on Author bios, part VI: a drum roll, please, for an author bio that actually bears some resemblance to the author pictured above it

Author bios, part VI: a drum roll, please, for an author bio that actually bears some resemblance to the author pictured above it

Over the course of this series — my apologies for my timing in posting it having been a bit protracted; a whole lot has been going on chez nous — I have, I hope, impressed upon my readers the importance of making your author bio as entertaining as possible. In case I have by some chance been too subtle, allow me to reiterate:

Regardless of how many or few bona fide publishing credentials may grace your résumé, aim for constructing an author bio for yourself that is MEMORABLE, rather than simply following the pseudo-professional norm of turning it into a (YAWN!) list of cold, starkly-mentioned business and educational facts.

Yes, I said pseudo-professional; because droning lists are so very common, unless one’s life achievements happen to include very high-profile events (a Ph.D., a Pulitzer Prize, being elected President of the United States, that sort of thing) or previous book publications (don’t have a joke for that one; sorry), the professional reader’s eye tends to glaze over whilst perusing them.

So what should you do instead, you whimper?

Have your bio reflect your personality, and the book’s personality as well. It needs to show two things: that you are an authority with a background that makes you the perfect person to write this book, and that you are an interesting, engaging person with whom publishers might like to work — and whom readers would like to know.

Piece o’ proverbial cake, right? Well, no, but certainly doable, if you realize that the goal here is not just to hand Millicent the agency screener your CV, but to cause her to rush into her boss’ office, exclaiming, “You’re not going to BELIEVE this writer’s background!”

Yes, yes, in answer to what all of you query-weary cynics out there just thought so loudly, it is indeed entirely likely that her boss’ response will be some rendition of, “Gee, Millie, is it anything out of which we could conceivably cobble a platform for a nonfiction book?” — not necessarily the ideal reaction if one happens to be, say, a novelist, admittedly. Before you get all huffy at the idea of being pigeonholed before your time, let me ask you this: isn’t any reason someone who works at the agency of your dreams becomes excited about you good for your book’s prospects?

(And just to shatter the cherished illusions of any of my readers who still harbor any about the way agencies work, a successful submitter IS going to get pigeonholed, whether s/he likes it or not. The publishing industry thinks in book categories, which inevitably means shuffling even the most complex and genre-busting writers’ work into a conceptual box. This is a sad reality with which all of us pros who like to category-surf have to contend eventually, so you might want to beat the Christmas rush and get started on it now.

And if anything I said in that last paragraph caused you to think indignantly, “Well, they’ve obviously never seen anything like my historical multicultural Western romantica fantasy classic before — but by gum, they’re not going to make me pick just one!”, I implore you from the bottom of my heart to scroll down the category list at the right of this page, find the BOOK CATEGORY section, and read every post in it at least twice before you even THINK of querying your masterwork. Trust me on this one.)

Fingers have been drumming next to keyboards for quite some time now, I fear. “I GET it, Anne,” those of you just busting to get on with writing your bios already mutter. “I don’t fear being interesting, and primal screaming has done wonders to reduce my inherent hostility to describing my book in just one or two words. And believe me, I’m not in a position to bore Millicent with lists of my publishing credentials. Where on earth should I begin?

Glad you asked, finger-drummers. Here are a few likely sources for author bio tidbits.

1. Your work history, paid or unpaid

NF writers, long used to building their own platforms, tend already to be aware of this, but any consistent effort on an author’s part that enables him to say legitimately, “I have a background in the subject matter of my book,” is worth considering including in a bio. Whether you actually got PAID for that experience isn’t particularly relevant; the fact that your agent will be able to say, “Bill didn’t just guess at what la vie de lumberjack is like for his romance novel, LOOK OUT FOR THAT TREE! He spent his youth as a cook in a lumber camp.”

That is not, as they say, a credential at which Bill’s prospective publishers are likely to be sneezing.

If your job titles have not been particularly impressive or you have not remained in any one industry for very long, you’re in good literary company — Joseph Campbell used to say that one of the best predictors of who was going to turn out to be an artist was the number of different jobs he had had before he was 30.

Try not to get hung up on job titles; think about what you actually DID and the environment in which you did it. An administrative assistant at Boeing has every bit as much right as a vice president to say, “Eileen has spent the last fifteen years in the aviation industry,” if her book happens to touch on that topic, right?

Don’t forget to consider any volunteer experience you may have; for bio purposes, it is neither relevant nor necessary to mention that you were not paid for your position as volunteer coordinator of your local cat rescue. There are plenty of political books out there by people who got their starts stuffing envelopes for a city council candidate, after all.

2. What you are doing now to pay the bills.
Regardless of whether you decide that any of your work experience is either relevant or interesting enough to include, you should mention in your bio what you are doing now for a living, for the exceedingly simple reason that it is going to be one of the things that an agent or editor will want to know about you.

The sole exception — and as soon as I tell you the standard euphemism used by authors who fall under its rubric, you’re going to start noticing just how common it is in bios and chuckle — is if you feel that your current employment is not, shall we say, reflective of who you are. Stating that you are temping in order to be able to quit your job the second a publisher snaps up your NF proposal, for instance, while perhaps not a bad long-term strategy, is not going to make you look particularly professional to Millicent.

The fact is, it is extremely difficult to make a living as a writer, particularly of books. (You were all aware of that, right?) It often takes years and years — and books and books — before even a great writer can afford to quit her day job. So you may safely assume that Millicent and her ilk are already aware that many good writers out there are supporting their art by delivering pizzas, driving cabs, and all of those desk jobs under fluorescent lights upon which bureaucracies the world over depend.

Heck, it’s not entirely beyond belief that Millicent took her desk job under fluorescent lights to feed her own writing habit. Sort of messes with your mental picture of her scowling over your query letter, doesn’t it?

So what’s the standard euphemism for under-employed literary geniuses? Freelance writers.

Perfectly legitimate: as long as you write and no one is employing you write full-time, you are indeed freelancing. You’re just a volunteer freelance writer.

3. ANY life experience that would tend to bolster your implicit claim to be an expert in the subject matter of your book.
Consider showcasing any background you have that makes you an expert in the area of your book. Again, you need not have been paid for the relevant experience in order to include it in your bio, or have a academic or journalistic background to render your 15 years of reading on a topic research.

Definitely mention any long-term interests connected to your book, even if they are merely hobbies. As in, for a book about symphonies, “George Clooney has been an avid student of the oboe since the age of three.” (Don’t quote me on that one, please; I have no idea what Mssr. Clooney’s feelings or experience with woodwinds may be._

4. Writing credentials, no matter how minor.
List any contests you have won or placed in. If you like, you may also include any venues where you have published, paid or not. Even unpaid book reviews in your company’s newsletter are legitimate credentials, if you wrote them.

5. Recognition of your wonderfulness from the outside world, regardless of its relevance to your writing project.
I’m not just talking the Nobel Prize here — do you have any idea how exotic winning a pie-baking contest at a county fair would seem to someone who has lived her entire life in New York City?

Don’t laugh; Millicent might genuinely be intrigued. If you were the hog-calling champion of your tri-county area, believe me, it’s going to strike her as memorable.

6. Educational background.
This is one of the few constituent parts of the standard, dull tombstone bio that might conceivably hurt you if you do not include. Because pretty much any North American agent or editor will be college-educated, Millicent will be looking for a writer’s educational credentials.

That’s putting it mildly, actually: Millicent probably has BA in English from a great school like Wellesley. (With honors. Not to intimidate you.) Higher education, even without degrees, will be meaningful to her.

Perhaps to the point of snobbery. You wouldn’t believe how much mileage I’ve gotten out of my doctorate with snobs.

So if you are older than standard college age and a high school graduate, go ahead and include any post-high school education in your bio, no matter how long ago it was or what you studied. (Don’t mention your major, unless it is relevant to your book.)

Consider mentioning any certificate programs, continuing education, or substantial training you may have, regardless of the subject matter. Prestigious and oddball programs tend to be the most memorable — in fact, a certificate from a

What do you do if you don’t have any educational credentials to wave at Millicent, you ask? Don’t mention your educational background; fill up the page instead with your rich life experience (see above). Or, better still, turn your bio into an opportunity to show how you have schooled yourself through non-traditional means.

Millicent may be an educational snob, but she knows a good author interview story when she sees one.

If you are currently in school, mention it. Both young writers and returning students tend to be a bit shy, at least in their bios, about being pre-degree, but I think this attitude tends to underestimate just how wistfully most graduates recall their college careers. Especially if one happens to be huddled under fluorescent lights reading manuscripts until one’s Great American Novel is completed, if you catch my drift.

Anyway, if you’re REALLY young and have the stick-to-itiveness to write an entire BOOK, that’s going to be quite interesting to the adults who inhabit the publishing world. Especially if you worked on a school paper or magazine, as that will demonstrate that you have proven you understand and can meet deadlines. That’s a story you can tell excitingly in a couple of lines of text, isn’t it?

If you’re a non-traditional student, returning to the classroom after years of doing other no doubt very interesting things, you probably have an intriguing story to tell, too. When I was teaching at the university level, I was continually wowed by the trajectory many of my older students had taken to get there. YOU may not think of your sacrifices to go back to school at an untraditional age as extraordinary, but there’s a good chance that others will.

7. Personal quirks.
You need not limit yourself to your professional achievements in your quest to sound interesting. Including a reference to a quirky hobby often works well, as long as it is true; actually, it’s a good idea to include one, because it tells agents and editors that you have broad enough interests to be a good interview subject down the line.

Don’t have a quirky hobby? Do what PR agents have historically told would-be celebrities to do just prior to interviews: get an off-beat hobby or interest now, so you may talk about it.

Then write your bio a week later. A tad rule-lawyerish, perhaps, but essentially truthful — and certainly a trick of the trade.

7. Family background.

This is always legitimate if it’s relevant to the subject matter of the book — if, say, our pal Bill spent his childhood watching his dear old white-headed mother cook for those lumberjacks, instead of doing it himself — but if your family tree harbors an interesting wood owl or two, why not mention it?

For instance, my great-grandmother was an infamous Swiss-Italian opera diva. Was the fact that a relative who died three decades before I was born could wow ’em with a spectacular rendition of Libiamo Ne’ Lieti Calici actually relevant to what I write? Seldom.

But incredibly memorable? Definitely. And have I been known to include it in a bio, along with the highly dubious but nevertheless true distinction that I made my television debut singing Adeste Fideles on a 1978 Christmas special? (Wearing a blaring yellow leotard and equally subtle peasant skirt, no less; hey, it was the ’70s.) You bet.

There are two standard formats for an author bio. The first is very straightforward: a single page, double-spaced, with the author’s name centered on the top of the page. The next line should read: “Author bio.”

Not a startlingly original title, it’s true, but you must admit that it’s descriptive.

8. Past travel and residence.
If you’ve traveled extensively — or even not so extensively — or lived in the part of the world where your novel is set, that will actually add to your credibility as a storyteller. Yes, even if that part of the world happens to be rural Oregon, because — come closer, and I’ll let you in on a little secret — Millicent and her ilk are often not all that familiar with the geography outside Manhattan island. Even if she is from somewhere else originally — and she often isn’t; my agent likes to boast that he’s never lived more than ten miles from the NYC hospital where he was born, and apparently I was the first person he’d ever encountered whose response was, “Oh, you should get out more.” — she’s likely to be working some awfully long days for very little pay.

Travel can be quite expensive, you know. Give her a micro-vacation at her desk by mentioning your familiarity with exotic climes.

If you were a great traveler — say, after a career in the Navy — consider mentioning your sojourns in your bio even if they’re not relevant to the book you’re promoting. Give Millicent a vicarious thrill.

Consider, too, mentioning your ethnic background, if it’s remotely relevant to the book. Many, many aspiring writers chafe at this suggestion, but think about it: didn’t your family’s history have SOME effect upon constructing your worldview? Might not your background in fact render your take on a story fresh? Has it affected your voice?

See where I’m going with this? Bringing up relevant background is not asking for your writing to be judged by a different standard; it’s just one of many means of explaining in the very few lines allowed in an author bio how precisely you are different from any other writer who might happen to have written this particular book.

I have to admit, I’m always surprised when a writer who has, say, just polished off a stunning first novel set in colonial India fails to mention that she was born in Darjeeling, but all too often, writers new to the biz will leave out pertinent life facts like this. “Why should I include it?” the writer will say defensively. “It’s not as though I was alive during the time period of my book, and anyway, I don’t want to get pigeonholed as an ethnic writer.”

In the first place, in the English-speaking publishing world as we currently know it, a non-Caucasian author is inevitably going to be regarded as an ethnic writer, rather than a mainstream (read: white) one, just as anyone who writes a book while possessing ovaries is going to be labeled a woman writer — unless she’s had some pretty extensive plastic surgery and has written a memoir under the name of Jim, that is.

Unfair to the vast majority of writers who would like to be judged by the quality of their writing, rather than the content of their DNA? You bet. Something your are going to be able to fight successfully at the query and submission stages of your career? Not a chance.

See my earlier comment about pigeonholing.

Take heart: we may not like it, but it can occasionally work for us rather than against us. The author bio is one of the few places where the tendency to regard any writer who isn’t a white, male, straight, college-educated, middle- or upper-middle class English-speaking North American as outside the norm can actually help those of us who, well, aren’t any or all of the above. Especially if your book would be the kind that Millicent might expect only a white, male…etc. to write.

I leave it to your fertile imaginations what she is likely to say when she carries the bio of what the industry might regard as a non-traditional author into her boss’ office.

Noticing a theme here? Anything about yourself that might make a good story is potential material for an author bio, really. It’s up to you to select and present it intriguingly.

If only you already had some experience with an endeavor like that…oh, wait, you’re a WRITER. You have devoted your life to telling interesting stories.

Not used to thinking of an author bio that way, are you? Give it a good ponder, and keep up the good work!

Posted on - No Comments on Synopsis-writing 101, part XI: the dreaded rise of the Peanut Butter Index, or, it’s time to dig out those highlighting pens again

Synopsis-writing 101, part XI: the dreaded rise of the Peanut Butter Index, or, it’s time to dig out those highlighting pens again

Is everybody comfortable? Would you like to grab yourself a cup of tea, a cookie or two, perhaps a nice sandwich? Before we resume our ongoing discussion of synopsis troubleshooting, I need to talk to you about something serious, so you might want to have sustenance readily to hand, to fortify you.

Not that I want to add to the general air of gloom pervading pretty much every source of information in the continental U.S. at the moment, but I’d like to put a bug or two in your ear — who ever came up with that revolting expression, I wonder, and why did anyone think to perpetuate it? — about what hard economic times tend to do to the publishing industry. Don’t worry, though: I come not to bury the industry, but to praise it, at least indirectly.

As pretty much everyone who has heard a Manhattan-based agent or editor speak within the last six months is already aware, the mainstream publishers have been rather nervous about the economy for quite some time now. Rumor has it that it’s rendered some already risk-averse people even more risk-averse.

What does that mean translated out of economic-speak? It’s harder than ever to convince an editorial committee to take a chance on an unusual book — or an untried author.

Not that it’s ever been a particularly easy sell, of course.

What’s the rationale behind this increased difficulty, you ask? Well, when the average Joe (he of the much-vaunted six-pack, presumably) faces economic uncertainty — or, for that matter, the certainty of a lost job — he tends to slow his purchase of non-necessities. Apparently, to those benighted souls not hopelessly enslaved to the power of the written word, books fall into the non-essential category.

I know; weird.

What does sell well to ol’ Joe in uncertain times? In the U.S., peanut butter and jelly, cereal, ramen, and other inexpensive comfort foods. In fact, PB & J sales are such a good indicator of consumers’ feelings about the economy that trend-watchers keep an eye on ‘em.

Seriously — it’s called the Peanut Butter Index. (One also hears about it as the PB&J Index, the Oreo Index, or the Mac & Cheese Index, but these terms all refer to the same basic trend.) It may sound a bit silly, but I assure you, folks in the publishing industry take it very seriously: when the PBI is high, the prevailing wisdom goes, new book sales tend to be low.

Library card usage, interestingly, tends to rise. (Hey, readers are smart. And good sandwich-makers, apparently.)

What does a high PBI mean for the average aspiring writer, you ask? Well, typically, the difficulty of landing an agent increases, especially for writers of books that do not easily fit into the traditional big-sales categories. This has absolutely nothing to do with anyone concerned wanting to be mean to the aspiring: agents, bless their ever-picky hearts, don’t like to take on books that they aren’t relatively certain they can sell in the current literary market.

The second reason may surprise you a little: submissions to agencies and publishing houses have historically rises fairly dramatically in tough economic times. (You didn’t think the Great Depression’s literary richness was a coincidence, did you?)

Why? Well, as you may have noticed in chatting at cocktail parties with people who say they WANT to write but produce a million and twelve reasons why they haven’t been able to finish a book/screenplay/that e-mail they’ve been meaning to respond to for months, authorship is not an uncommon Plan B for people who don’t write habitually. And, let’s face it, as hobbies go, writing is a relatively inexpensive one, at least until one starts to query and submit.

Human nature in all of its hopeful glory: when ambient circumstances block the road leading toward one dream, the intrepid soul often seeks out another. Kind of sweet, isn’t it?

It’s can also be problematic for the habitual writer, because I can tell you now, in the months to come, agencies and small publishers are going to see an upsurge in queries and submissions. Which means, unfortunately, that Millicent the agency screener is almost certainly going to find even higher piles of reading material on her desk.

Those of you who have been visiting Author! Author! for a while are probably already cringing, aren’t you? Let’s let the whole class in on why: when Millicent has more to read, she must perforce scan each query and/or submission faster. Her rejection rates may be expected to rise accordingly.

Why? Because it’s not as though time expands when she has more to read each day — or as if her agency is likely to increase the number of writers it intends to sign this year just because the absolute number of queries rises.

I’m telling you this not to depress you — honest! — but so that you may adjust your expectations and plans accordingly. In the months to come, it’s probably reasonable to expect Millicent’s critical eye to be just a little sharper than normal, her boss to be just a little less eager to fall in love with a new author, and turn-around times in general to be just a little bit lengthier.

None of which will have anything to do with you personally, the quality of your manuscript, or your potential as a writer. Remind yourself of that early and often, please.

I would also strenuously suggest that those of you who were considering sending out a raft of queries anytime in the near future (or have been tinkering with a promised submission in an effort to get it perfect) to plan on mailing them out sooner rather than later. I know — it may seem like poor timing to submit during a sharp stock market decline, but if the PBI remains high for the rest of the year, the always heavy post-New Year query and submission avalanche will probably be of epic proportions.

Not to send you into a flurry of panic, but if you could manage to get those queries and submissions out before Thanksgiving, you’ll probably be even better off. The publishing industry tends to slow to a crawl during the winter holidays, anyway, so why not beat the proverbial Christmas rush?

There’s something else you can do to improve your chances of being one of the lucky few who will manage to get their books published within the next couple of years: even in the face of grim economic news, don’t stop buying books in your book category.

Ideally, books that share some significant characteristics with what you write so well. Written by first-time authors, if you can manage it, or at least penned by those who are still walking amongst the living. And no, checking them out from the library will not do, alas.

This advice may sound flippant, but listen: agents and editors are smart, too; they keep a close eye on trends. We’ve also seen how even a single bestseller in a previously lax category can suddenly send the pros scrambling to find similar manuscripts — think about what COLD MOUNTAIN did for historical fiction, for instance, or BRIDGET JONES’ DIARY for chick lit.

By the same token, when new sales decline in any book category, everyone who writes that type of book suffers.

It’s a sort of domino effect. When a certain type of book stops selling well — or never sold well in the first place — denizens of publishing houses start muttering amongst themselves, “Well, I guess, I won’t be acquiring any more of those books anytime soon.” When editors begin so muttering, agents who make their livings by selling that sort of book turn pale — and tell their Millicents that they’re really not looking to pick up clients in that category just now.

And guess what that does to her rejection rates?

What’s the best way to change their collective minds about how marketable a particular book category is? Increasing sales in it, that’s how. Industry types tend to be very sensitive to even minor upsurges in sales.

So I repeat: this would be a very, very good time to continue — or get into — the habit of purchasing the kind of book that you write, especially books published within the last 5 years (the industry’s outside limit for current sales). Think of it as market research, a way to keep up with what the industry is interested in seeing these days. Heck, I know many authors who routinely claim buying competitors’ books as income tax deductions — although I since neither they nor I are tax experts, you should talk to someone who is familiar with taxes for artists before you start filling out those forms.

I hear some incredulous huffing out there. “Yeah, right,” some cynics will sneer. “My buying a single book is going to reverse a major economic trend. While I’m at it, I think I’ll juggle the Empire State Building, the Statue of Liberty, and the Golden Gate Bridge.”

Of course, no single book sale will alter conditions for aspiring writers everywhere. But if you get into the habit of buying books in your chosen category and encourage all of your kith and kin to do the same, it’s a start. If aspiring writers all across the English-speaking world embraced the same laudable practice, editorial minds could indeed be changed — and where editors minds go, good agents’ are never slow to follow.

Yes, even when the PBI is at an all-time high.

Okay, that’s enough economic theory for one day; let’s get back to the business at hand, learning how to craft a winning synopsis.

It turned out that yesterday’s nagging feeling that I was about to produce a checklist of common synopsis mistakes to avoid was 100% accurate. Kind of predictable, actually, as I am addicted to such lists and synopses vary so much that there honestly is no single reliable formula for producing the perfect one.

But you can steer clear of the problems agents and their screeners see every day, right?

Let’s assume that you have completed a solid draft of your synopsis, and are now in the editing phase. (Let us be even more optimistic and further assume that you have launched upon the synopsis-creating process long enough before you need one that you have time for an editing phase.) Print it out, ensconce yourself in the most comfortable reading chair you can find, and read it over to yourself OUT LOUD and IN ITS ENTIRETY.

Why out loud, and why in hard copy? And why does that question make my long-time readers chuckle?

I freely admit it: this is one of my most dearly-held editing rules. It is INFINITELY easier to catch logical leaps in any text when you read it out loud. It is practically the only way to catch the redundancies that the space constraints of a computer screen virtually guarantee will be in the text, and it will make rhythm problems leap off the page at you.

Don’t even think of cheating and just reading it out loud from your computer screen, either: the eye reads screen text 75% faster than page text, so screen editing is inherently harder to do well. (And don’t think for an instant that publishing professionals are not aware of that: as an editor, I can tell you that a text that has not been read in hard copy by the author usually announces itself with absolute clarity — it’s the one with a word missing here or there.)

After you have read it through a couple of times, clearing out repeated words, ungraceful phrases, and stuff that you don’t quite remember why you wanted to include in the first place, ask yourself the following questions. Be honest with yourself, or there is no point in the exercise; if you find that you are too close to the work to have sufficient perspective, ask someone you trust to read the synopsis, then ask THAT person these questions.

(1) Does my synopsis present actual scenes from the book in glowing detail, or does it merely summarize the plot?

You want the answer to be the former, of course. Why? Well, if you’ve been following this series for the last couple of weeks, you should be chanting the reason in your sleep by now, but allow me to repeat it: the synopsis is, in fact, a writing sample that you are presenting to an agent or editor, every bit as much as the first 50 pages are.

Make sure it demonstrates clearly that you have writing talent.

Not merely that you had the tenacity to sit down and write a book, because in these days of steeply-rising PBI, agents and editors will be hearing from tens of thousands of people who have done that, but that you have a gift with words and sharp, clearly-delineated insights.

It is far, far easier to show off your writing in detailed summaries of actual scenes, rather than in a series of generalities about the plot and the characters. And if your favorite line or image of the book does not make a guest appearance in the synopsis, whyever not?

(2) If the reader had no information about my book other than the synopsis, would the story or argument make sense? Or is more specific information necessary to render the synopsis able to stand alone?

This is another excellent reason to read the synopsis out loud: to make sure it stands alone as a story. Since part of the point of the synopsis is to demonstrate what a good storyteller you are, flow is obviously important.

If you have even the tiniest reservations about whether you have achieved this goal, read your synopsis out loud to someone unfamiliar with your project — and then ask your listener to tell the basic story back to you. If there are holes in your account, this method will make them leap out at you.

Insofar as a hole can leap, that is.

(3) Does the synopsis make the book sound like a good story? Does it hang together? Does this presentation make me eager to read it?

This is where most synopses stumble, frankly, because it is hard for a writer to notice about his own work: most synopses summarize plot or argument adequately, but in the rush to fit everything in, the telling becomes a bit dry. The goal here is not to provide a laundry list of major plot points, after all, but to give an overview of the dramatic arc of the book.

The easiest way to tell if the synopsis is holding together as a good yarn is to hand it to someone who has NOT been around you while you have been writing the book (trust me, you’ve been talking about your plot or argument, if only in your sleep). Ask her to read it over a couple of times.

Then chat with her about something else entirely for half an hour.

At the end of that time, ask her to tell you the plot of the book — WITHOUT looking at the synopsis again. Don’t comment while she does it; just write down the points that fell out of her account.

After you have thanked this kind soul profusely and sent her on her way, highlight the missed points on the synopsis pages. Read through the synopsis, omitting the highlighted bits: does the story hold together without them?

If so, are those bits really necessary?

If the storyline suffers from the omissions, go back over the individual sentences that depict those plot points. Chances are, your reader found these points unmemorable because they were summarized, rather than enlivened with specific details — or because they concerned subplots that aren’t strictly necessary to understanding the central storyline.

(4) Does the synopsis tell the the plot of the book AS a story, building suspense and then relieving it? Do the events appear to follow logically upon one another? Is it clear where the climax falls? Or does it merely list all of the events in the book in the order they appear?

You wouldn’t believe — at least, I hope you’re far, far too good a storyteller to believe it readily — what a high percentage of the fiction synopses Millicent sees consist simply of X happened, then Y happened, then Z happened. Yes, a synopsis is short, but this is not the most effective way to tell even a truncated story, is it?

Fortunately, to a professional eye, there are a couple of pretty good structural indicators that a synopsis has fallen into laundry-list mode. Once again, your trusty highlighting pen is your friend here. Go through the synopsis and mark every use of the word AND and THEN, as well as every instance of the passive voice.

Then revisit each marked sentence with an eye to revision. All of these phenomena tend to be symptomatic of rushed storytelling.

Of course, it’s perfectly understandable that a writer trying to crush an 80,000 word story or argument into three pages might conceivably feel a mite rushed. But trust me on this one: that is not the primary impression you want to give an agency screener.

Another good indicator of a tendency toward laundry-listing is…

(5) Have I mentioned too many characters in the synopsis? Does each that I mention come across as individually memorable, or are some mentioned so quickly that they might start to blur together in the reader’s mind?

Including a cast of hundreds, if not thousands, is an extremely common first novel phenomenon; mentioning too many of them in a synopsis is another.

Why is a too-large cast problematic? Well, lest we forget, Millicent tends to scan synopses awfully darned quickly — that’s why we capitalize each character’s name the first time it appears, right? If too many character names show up too close together in the synopsis, she’s not necessarily going to keep all of them straight in her mind.

Don’t be too hard on her about this, please: remember, she won’t just have your 27 characters tumbling about in her head, but also the 15 characters in the synopsis she read immediately before yours, the 38 from the one before that, and the 183 from that novel she was scanning on the subway. (She’s a Tolstoy fan, apparently.)

How many is too many, you ask? The hand-the-pages-to-a-relative-stranger trick is dandy for determining this: ask a kind soul to read the synopsis, chat about other things for ten minutes, then have him tell the story back to you. Unless your characters’ names are unusually wacky, chances are good that the teller will remember only the names that are most active in the plot.

If you’re too shy or too rushed to attempt this test, trot out your highlighter pens and mark all of the proper names the first time they appear in the synopsis. After you’re done, arrange the pages along a table, countertop, or even along the floor, then go do something else. Move the laundry from the washer to the dryer, for instance, or take a nice, brisk walk around the block.

You spend too much time sitting in front of your computer screen, you know. I worry about you.

When you return, stand a couple of feet away from the pages, admiring the proportion of highlighted to non-highlighted text. In most professional synopses, the highlighting will be heaviest in the first couple of paragraphs, with occasional swipes every paragraph or two later on.

If, on the other hand, your pages look as though they fell into an unusually vivid inkwell, you might want to consider reducing the number of characters you mention.

More checklist items follow next time, of course. Try not to fret too much about the economy, and keep up the good work!

Posted on - No Comments on Query letter troubleshooting, part IV, in which you will repeat after me until you believe it: there is no such thing as a query letter that will please every single agent; there is no such thing as a query letter that will please every single agent; there is no such thing as a query letter that will please every single agent…

Query letter troubleshooting, part IV, in which you will repeat after me until you believe it: there is no such thing as a query letter that will please every single agent; there is no such thing as a query letter that will please every single agent; there is no such thing as a query letter that will please every single agent…

Today will be the next-to-last installment in my series on polishing your query letter to a high gloss. Next, I will be taking a quick jaunt through the proper uses of the SASE (which those new to the querying and submission game misuse with surprising frequency), before moving on to the ins and outs of crafting a Millicent-intriguing synopsis, completing my guided tour of the query packet.

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

I honestly do want to move us back to discussing craft as soon as possible, but I’ve been toying with walking us all through the under-studied arts of constructing an author bio and marketing plan before we delve back into our texts. Neither a bio nor a marketing plan benefits from being thrown together at the last minute, and I’ve been hearing from both writers and agents that requests for both have been on the rise lately. The marketing plan for fiction is enjoying a renaissance, due no doubt to the current exceptional tightness of the fiction market.

I’ve written about both in the past here at Author! Author!, of course, but if you’d like to see me take another run at ‘em, please drop me a note in the comments section of this post. If you had some specific questions on these subjects you would like to see me answer, that would be a dandy place to mention it.

Okay, let’s turn our attention back to query letter diagnostics.

A quick reminder: the goal here is not to help you construct a generic letter that will work for every agent to whom you might conceivably decide to send it, but to assist you in ferreting out problems with the personalized missives you’re constructing for each one. Yes, you may well reuse sentences and even entire paragraphs from letter to letter, but as anyone who has had much contact with agents can tell you, these are not generalists.

Which means, to put it bluntly, that while their Millicents share common pet peeves, they are all looking for different things in a query letter.

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.

It’s as 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 across many book categories.

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.

What factors might produce that outcome, you ask? A million and one that are utterly outside the querier’s control.

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 sprained his ankle in tripping over that stack of manuscripts he meant to read two months ago, 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.

To tell you the truth, this compliment 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, let’s recap our checklist so far.

(1) Is my query letter longer than a single page in standard correspondence format?

(2) If my query letter just refuses to be shorter, am I trying to do too much here?

(3) If my query letter is too long, am I spending too many lines of text describing the plot?

(4) Is my query letter polite?

(5) Is it clear from the first paragraph on what precisely I am asking the agent to represent?

(6) Does my letter sound as though I am excited about this book, or as if I have little confidence in the work? Or does it read as though I’m apologizing for querying at all?

(7) Does my book come across as genuinely marketable, or does the letter read as though I’m boasting?

(8) Have I addressed this letter to a specific person, rather than an entire agency or any agent currently walking the face of the earth? Does it read like a form letter?

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

(10) If I met this agent or editor at a conference, or am querying because I heard him/her speak at one, or picked him/her because s/he represents a particular author, do I make that obvious immediately?

(11) Am I sending this query in the form that the recipient prefers to receive it? If I intend to send it via e-mail, have I double-checked that the agency accepts e-mailed queries?

(12) Am I absolutely positive that I have spelled the agent’s name correctly, as well as the agency’s? Am I positive that the letter I have addressed to Dear Mr. Smith shouldn’t actually read Dear Ms. Smith? Heck, am I even sure that I’m placing the right letter in the right envelope?

(13) 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?

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

(15) Does my description use unusual details and surprising juxtapositions to make my story come across as unique or my argument as original? Or is the descriptive paragraph a collection of generalities that might apply to many different books within my chosen category?

(16) If I am querying anything but a memoir, is my summary paragraph in the present tense?

(17) Does my summary paragraph emphasize the SPECIFIC points that will make the book appeal to my target audience?

(18) Does my summary paragraph read like a back jacket blurb, full of marketing-talk and generalization, or like a great elevator speech, grounded in details that will appeal to my ideal reader?

(19) Does my summary paragraph echo the tone of the book?

(20) Wait — have I given any indication in the letter who my target audience IS?

Everyone happy with those? Taking that stunned silence for a no, I shall press forward.

(21) Have I mentioned the book category within the first paragraph of my letter?
I bring this up all the time, but it bears repeating: 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. (If you’re unclear on why, please see my recent post on the importance of identifying the book category in a verbal pitch.)

As I mentioned a couple of days back, 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!)

(22) When I mentioned the book category, did I use one of the established categories already in use by the publishing industry, or did I make up one of my own?
Queriers new to the game often believe, mistakenly, that claiming that their books are so completely original, so unlike anything else currently for sale to the English-reading public, that even trying to squeeze them into one of the conceptual boxes provided by the industry would undersell their originality. Instead, these well-meaning souls just make up their own categories with names like Hilarious Western Romance Travelogue or Time-Travel Thriller.

They think — again, mistakenly — that such names are helpful to agents. How could being more specific than the average bookseller be bad?

I hate to break this to you, but in quite a number of ways. To name but two, mythical book categories are unprofessional, and using them betrays a misunderstanding of why agents want to see them in query letters: to figure out whether the book presented is the kind that they currently want to sell. Also, an aspiring writer who clearly knows that he’s supposed to name a book category but tries to wiggle around it is playing rules lawyer, not a strategy likely to convince Millicent and her boss that he’s the type who just loves following directions without a fight.

Do it because they say so.

What could happen otherwise? Picture this: Millicent’s subway train from her tiny apartment in Brooklyn that she shares with four other underpaid office workers broke down, so she has arrived at work half an hour late. There’s an agency-wide meeting in an hour, and she needs to clear her desk of the 200 query letters that came yesterday, in order to be ready for the 14 manuscripts her boss is likely to hand her at the meeting. After she has speed-read her way through 65 of the queries, a kind co-worker makes a Starbucks run. Just before Millicent slits open your query (#126), she takes a big gulp of much-needed caffeine — and scalds her tongue badly.

Your query with its fanciful pseudo book category is now in her hand. Which is she more likely to do, to humor your reluctance to place your book in the traditional conceptual box, as her boss will require her to do if she recommends picking you up as a client, or to shrug, say, “Here’s another one who doesn’t understand how the business works,” and move on to the next envelope?

Blistered tongue or not, do you really want to bait her?

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. Perhaps especially 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.”

(23) 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.

To professional eyes, these too are what I like to call ECQLC (Eye-Catching Query Letter Candy).

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.

Unless, of course, you happen to be trying to find an agent or editor for a nonfiction work. Which brings me to…

(24) If I am querying nonfiction, have I made my platform absolutely plain? Would even a reader in a hurry understand why I am uniquely qualified to write this book, if not actually the best-qualified person in the known universe to do it?
A platform, for those of you unfamiliar with the term, is the background that renders a NF author qualified to write a particular book — for tips on what does and doesn’t count as qualification, please see the PLATFORM category on the list at right. Consequently, “What’s the author’s platform?” is pretty much always the first question either an agent or an editor will ask about any nonfiction book.

Which means — and I do seem to being blunt quite a bit today, don’t I? — that a NF query letter that does not make its writer’s platform absolutely clear and appealing will practically always be rejected.

And yes, you do need to satisfy this criterion if your NF field happens to be memoir. I know, I know: it’s self-evident that a memoirist is the world’s leading authority on his own life, but as I’ve mentioned before, a memoir is almost invariably about something other than the author’s sitting in a room alone. If your memoir deals with other subject matter — the platform paragraph of your query letter is the ideal place to make the case that you are an expert on that.

(25) 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 massive lists of the most recent additions to 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 nonfiction memoir, a real-life memoir, a true memoirand nonfiction based on a true story, as well as permutations on these themes, are all similarly redundant.

Just don’t do it.

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.

I shall be wrapping up the query checklist tomorrow, my friends. Keep up the good work!

Posted on - No Comments on So you were considering self-publishing: some words of wisdom from guest blogger (and happy self-published author) Janiece Hopper

So you were considering self-publishing: some words of wisdom from guest blogger (and happy self-published author) Janiece Hopper


Good evening, campers —

In light of recent events, I’m taking a break from my ongoing series on what standard format for book manuscripts looks like — don’t worry; it will return next week, along with some tips on writing and formatting a query letter — and taking the weekend off. (I know: practically unheard-of here at Author! Author!) In order to give you some fresh material for weekend pondering, I threw myself on the mercy of FAAB (Friend of Author! Author! blog), blogger, and novelist Janiece Hopper. She very kindly agreed to help us out. Thank you, Janiece!

For those of you who missed my wholesale gloating when Janiece’s first novel, Cracked Bat, came out — I love announcing my readers’ triumphs! — here’s a brief synopsis:

Linnea Perrault is the editor of The Edge, a successful community newspaper. Happily married to Dan, Spinning Wheel Bay’s premier coffee roaster and owner of The Mill, she is the mother of an adorable four-year-old daughter who insists upon lugging a fifteen-pound garden dwarf everywhere they go.When Linnea’s wealthy father returns to their hometown to make amends for abandoning her to a cruel stepfather twenty-eight years earlier, she painfully resurrects his old place in her heart. He buys the local baseball team. Before long, fairy tales, Islamic mystics, and a host of cross-cultural avatars come into play as the team is propelled to the top of the league. After a foul pass and an accident at the stadium, Linnea finds herself locked in the stone tower of pain as she realizes how much the man she married is like the father she never knew. Doctors can’t diagnose her debilitating condition, but kind, magical strangers give her a chance to save her soul. Cracked Bat is dedicated to the approximately five million people who have experienced the mystifying and frustrating ailments of myofascial pain syndrome, fibromyalgia, and chronic fatigue.

As you may see, it’s not a novel that is particularly easy to assign to a book category — which is one of the many reasons that I’m particularly thrilled that Janiece has given in to my blandishment to share her self-publishing experiences with us. I know that many of you write between genres and thus must have given dead-of-night thought to a question haunting many fiction writers these days: what would happen if I published it myself?

It’s a great question — and here is an author who can answer it from direct personal experience. Take it away, Janiece!

Hello everyone! I am absolutely delighted to be Anne’s guest blogger. So thank you, Anne. Today, I am going to share why I created Ten Pentacles to publish my novel, Cracked Bat. Self-publishing works for me because it reflects my relationship with writing and my purpose for doing the work.

We’ve all heard agents at conferences say that good writing will always find a home. This storyline serves. It keeps aspiring authors going to conferences and certainly helps keep the United States Postal Service in business. (Just think how much you’ve spent on stamps for query letters and how much you’ve paid in return postage for bulky, boxed manuscripts.) Unfortunately, the idea that good writing will always find a publisher to finance and promote it is simply not true.

In reality, the current publishing paradigm requires authors to tweak and twist their “good” writing until an agent can see (in a split-second, mind you) exactly how it fits into a publisher’s pre-established list and how it appeals to a pre-determined market.

I’m not critiquing, but after two years of intense writing, repetitive stress injury, and a divorce, I wasn’t willing to force Cracked Bat to be anything other that what it became. Whether or not a New York agent could “fall in love” with Linnea Perrault on the first page so that she could bulldoze a bleary-eyed, overworked editor into buying it with her enthusiasm became completely irrelevant.

Cracked Bat is good, true, beautiful, quirky…and exactly what I hoped it would be. But it is different. I call it Intuit-Lit.

Intuit-Lit illuminates limiting socially-constructed and neurologically-wired thought, behavorial, and physiological patterns so that characters can recast and overcome obstacles on their life paths. By sharing the characters’ experiences, I hope my find themselves further along on their own life journeys and are more conscious of and more comfortable with their own intuitive abilities. Please see my blog for more about how the blank stare of agents actually guided me to this rewarding work.

Cracked Bat faces what is painful truth for many Gen X women and transforms what must die into new life. The painful truth in the publishing industry today is, fiction that doesn’t “fit in” with what’s out there either dies in a drawer or needs a dynamic new structure to support it.

In Cracked Bat, Linnea Perrault learns to speak her truth in an unreceptive environment. As she embraces her authenticity, she takes responsibility for the outcome of her choices and her actions. In developing her character, I strengthened that part of myself. I didn’t want Cracked Bat to stagnate on a flash drive in my safety deposit box, so I took on the responsibility of creating something new, Ten Pentacles, to bring the book into being.

Authors pitching a book often find themselves in an unreceptive environment and spend a lot of time and energy trying to figure out how to make their creative “babies” conform to a distant other’s vision. It is very dysfunctional to parent the children we birth this way and it’s a disservice to our muse to force the art our “selves” create into a marketer’s take on reality.

Just as writing Cracked Bat led me to choose a more authentic life, I want this novel to live a book’s life that is consistent with its unique energy. I’m still figuring out exactly what that means, but I love being on this path. I love that it was my choice to print on recycled paper and not to ship it out in reams of bubble-wrap. I don’t care that my cover isn’t compatible with what’s on the shelves of the local bookstore today. The fact that my cover is deeply integrated with the story is more important to me than competing with someone else’s image.

Writers with traditional publishers almost never have any say over their book covers at all. I think this is almost abusive. We ought to get to dress our “baby,” the way we want to. I always wanted my cover to have a sleeping beauty on a massage table in the middle of a baseball diamond and I loved brainstorming all the symbolic images that could be embedded in that picture. I knew I wanted the cover to look like a cracked wooden bat and to have lots of red and white on it, like a baseball. I also wanted red, white, and black because I associate these colors with the Triple Goddess. Imagine explaining the need to honor that to someone at a traditional publishing house!

Well, the Universe stepped in to help me get just the look I wanted. Just as I began to consider forming Ten Pentacles, an educational assistant was assigned to my English as a Second Language classroom. She didn’t stay long before being moved to a higher needs assignment, but she was with me long enough to mention that she was a watercolor artist. I asked to see her work and loved it. The rest is history:

Now, at first glance, some people think Cracked Bat is a children’s book. As a former school librarian I can understand the misperception. Was that horrible packaging on my part?

No, I don’t think so. Not for this novel because this book is for people who are willing to take time to look beyond the surface, who go deep, and who can remember the thrill of settling down to let the magic of a fairy tale seep into their psyche.

Of course, I want to sell a million copies of my book, but only so that I could have more time to creative what I want to create. Choosing to self-publish, self-promote, and self-distribute while single-parenting teenagers and teaching full-time does seem to diminish my chances of hitting the bestseller mark.

Yet truly “owning” my story, both literally and figuratively, is far more satisfying than I ever imagined. I love my book so much that I’m actually I’m happy to have boxes full of yet-to-be sold, sealed with joy, and delivered (yes, via USPS) copies stacked all around my writing space. I love its physical manifestation so much that I’m grateful to the bank and glad to write the checks toward paying off the hefty loan I had to take out to get it printed. I can image my dad snickering at my business sense. Go ahead. I can laugh at it, too. I’m lucky enough to have a day job that I love as much as writing.

People always ask me if this was expensive. They ask how I started a company, designed a website, edited, proofed, published, and marketed while going through a major life transition. I know Anne’s readers expect honesty, so here it goes. Financially speaking, I have excellent credit…and I have become quite talented at justifying expenses that help me grow. For about the price of flying to and participating in Maui’s Writer’s Retreat and Conference (which I’ve always wanted to do) and hanging out on the beach for a few extra days (which any new divorcee seems entitled to), I created a company and produced my books. I missed out on the leis, the sand, and the great company, but I’ve got a very significant book in print.

Energetically, I have no idea how I did everything I did to make it happen. At one point, I realized I would never feel fulfilled, no matter how many beautiful seashores I visited or how many more writing classes I took until Cracked Bat was available for people who might want or actually need to read it. All I can say is that I was propelled by the story itself to get it out there. (I also have empathetic, creative sons who cheerfully make their own dinner several nights a week and do their own laundry.)

I truly wish all of Anne’s readers the best of luck in pursuing publication and hope you sell tons of books. But, above all, I urge you to honor your good writing in your heart and then, it will always have the home it really wants.

Janiece Hopper lives in Snohomish, Washington. She met her first garden dwarf on an island in the Pacific Northwest when she was four years old. Thirty years later she met a witch in the same place. As an elementary school teacher, librarian, and book reviewer with an M.Ed. from the University of Washington and a B.A. from California State University, she always struggled with calling fairy tales fiction. Intuit-Lit has resolved her conflict nicely. If Janiece ever goes to another baseball game, she’ll be the woman in the stands, trying to drink a mocha while wearing full catcher’s gear.

Posted on - No Comments on Building block of the pitch #5: the magic first hundred words, or, as I like to think of it, the formula for urbanity

Building block of the pitch #5: the magic first hundred words, or, as I like to think of it, the formula for urbanity

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

Really, you’re to be congratulated; you’re already far more prepared to market your work than 90% of the writers who slink into pitch meetings.

I’m quite serious about this. By now, you have faced some of the most basic fears most writers harbor about pitching (June 20, 21, 24), determined your book’s category (June 26-27), identified your target market and figured out how to describe it to folks in the industry (June 27-28), figured out what about it is fresh (June 19, July 1), come up with a few strong selling points (June 29-30), and developed a snappy keynote statement (July 1).

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

Impossible, you say? Read on.

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

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

Nifty trick, eh?

Once again, I must add a disclaimer about my own tendency toward iconoclastism: this strategy is an invention of my own, because I flatly hate the fact that the rise of pitching has made it necessary for people whose best talent is expressing themselves at length and in writing to sell their work in short, verbal bursts. I feel that pitching unfairly penalizes the shy and the complex-minded, in addition to tending to sidestep the question that agents and editors most need to know about a brand-new writer: not can she speak, but can she write?

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

In fact, I think that encouraging writers to think that those three sentences are all that is needed to sell a book is short-sighted, inaccurate — and is an almost sure-fire recipe for ending up feeling tongue-tied and helpless in a pitching situation.

Over the years, I’ve watched hundreds and hundreds of stammering writers struggle to express themselves at conferences all over the country. Not just because pitching is genuinely hard, but also because they had blindly followed the pervasive pitching advice and prepared only three sentences — no more, no less — about their books.

Which left them with precisely nothing else to say about it, or at least nothing else that they had polished enough to roll smoothly off their tongues.

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

Leaving the agent or editor understandably confused and frustrated, as you may well imagine.

The results, I’m afraid, are relatively predictable: a meeting that neither party can feel good about, and one that ends without a request to submit pages.

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

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

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

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

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

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

So take it away, Cary.

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

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

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

Voilà! You are now equipped to start a conversation with anybody at any writing event in the English-speaking world.

These magic words — which, you will note, are NOT generic, but personalized for YOUR book — will introduce you and your work in the language used by the industry, establishing you right off the bat as someone to take seriously.

You’re welcome.

The beauty of the first hundred words formula (if I do say so myself) is its versatility. If you learn them by heart, you can walk into any pitching situation — be it a formal, 15-minute meeting with the agent of your dreams or a chance meeting at the dessert bar when you and an editor are reaching for the same miniature éclair — confident that you can comport yourself with ease and grace.

Why is so important to introduce yourself gracefully — and get to your point quickly? Well, agents and editors are (as I believe I may have mentioned seven or eight hundred times before) MAGNIFICENTLY busy people; they honestly do prefer to work with writers to whom they will not have to explain each and every nuance of the road to publication.

(That’s my job, right?)

It’s natural to be hesitant when approaching someone who could conceivably change your life. But think about what even a brief flare-up of shyness, modesty, or just plain insecurity at the moment of approach can look like from their perspective. By the time the average pitcher has gotten around to mentioning her book after several minutes of shilly-shallying, the agent in front of her has usually already mentally stamped her foreheads with “TIME-CONSUMING” in bright red letters.

Which means, in practical terms, that in any subsequent pitch, her book is going to have to sound amazing, rather than just good, for the agent to want to see it. And in a hallway encounter, she might not get to pitch at all.

By introducing yourself and your work in the lingua franca of the industry, however, you will immediately establish yourself as someone who has taken the time to learn the ropes. Believe me, they will appreciate it.

I’m sensing some insecurity out there, amn’t I? “But Anne,” I hear some of the more modest amongst you protest, “I DON’T know much about how publishing works. They’ll see through my false mask of confidence right away. And look — that agent has a knife! AHHHHHH!” (Sound of talented body thudding onto the ground.)

Would this be a good time to point out that the vast majority of aspiring writers radically overestimate how scary interacting with an agent or editor will be, building it up in their minds until it can seem downright life-threatening?

Which is, of course, ridiculous: in my experience, very few agents come to conferences armed. In their natural habitat, they will only attack writers if provoked, wounded, or very, very hungry.

Seriously, most genuinely like good writing and good writers; apart from a few sadists who get their jollies bullying the innocent, they’re not there to pick fights. A pitch, either in a formal or an informal context, is not an exercise in an agent or editor’s trying to trick an aspiring writer into making a career-destroying mistake. They come to these conferences to find talent.

They want to like you, honest.

But they will like you better if you meet them halfway. Let’s take another gander at those magic first hundred words, to see precisely how far they can bridge that gap:

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

Believe me, to an agent or editor who has been listening to writers stammer helplessly all day, this simple speech will be downright refreshing. Quite apart from the content conveying what they actually want to KNOW — again, something of a rarity in a three-line pitch — the magic first hundred words also say:

”Hi, I’m a polite and professional writer who has taken the time to learn how you and your ilk describe books. I understand that in order to make a living, you need to be able to pitch good books to others, so I have been considerate enough to figure out both the BOOK CATEGORY and TARGET MARKET. Rather than assuming that you have no individual tastes, I am now going to run the premise by you: (KEYNOTE).”

What’s to see through? Over the past couple of weeks, you HAVE done all these things, right?

Practice your magic first hundred words until they flow out of your smoothly, without an initial pause. And not just in your mind: OUT LOUD, so you get used to hearing yourself say them. Only repetition will make them feel natural.

Which is a perfectly lovely reason not to save the magic first hundred words for the important folks at a conference, but to use them to introduce yourself to the writer standing ahead of you in the registration line. And the one behind you, as well as the people sitting around you at the first seminar on the first day.

In fact, it would be perfectly accurate to say that any writers’ conference anywhere in the world will be stuffed to capacity with people upon whom to practice this speech. Knock yourself out.

One caveat about using these words to meet other writers at a conference: they’re a great introduction, but do give the other party a chance to speak as well. It is accepted conference etiquette to ask the other party what HE writes before you start going on at too great length about your own work. So if you find that you have been speaking for more than a couple of minutes to a fellow writer, without hearing anyone’s voice but your own, make sure to stop yourself and ask what the other writer writes.

In this context, the very brevity of the first 100 words will ensure that you are being polite; if your new acquaintance is interested, he will ask for more details about your book.

I mention this, because it’s been my experience that writers, especially those attending their first conferences, tend to underestimate how much they will enjoy talking to another sympathetic soul about their work. It’s not at all unusual for a writer to realize with a shock that he’s been talking non-stop for twenty minutes.

Completely understandable, of course. We writers are, by definition, rather isolated creatures: we spend much of our time by ourselves, tapping away at a keyboard. Ours is one of the few professions where a touch of agoraphobia is actually a professional advantage, after all.

It can be very lonely — which is precisely why you’re going to want to use the magic first hundred words to introduce yourself to as many kindred souls as you possibly can at a conference. What better place to meet buddies to e-mail when you feel yourself starting to lose momentum? Where else are you more likely to find talented people eager to form a critique group?

Not to mention the distinct possibility that some of those people sitting next to you in seminars are going to be household names someday.

This is, in fact, an excellent place for a writer to find new friends who GET what it’s like to be a writer. And at that, let no one sneeze.

Let’s face it, most of our non-writing friends’ curiosity about what we’re DOING for all that time we’re shut up in our studios is limited to the occasional, “So, finished the novel yet?” and the extortion of a vague promise to sign a copy for them when it eventually comes out.

(Word to the wise: get out of the habit NOW of promising these people free copies of your future books: nowadays, authors get comparatively few free copies; you don’t want to end up paying for dozens of extra copies to fulfill all those vague past promises, do you?)

Back to my original point: at a writers’ conference, or even at a pitch meeting, the euphoria of meeting another human being who actually WANTS to hear about what you are writing, who is THRILLED to discuss the significant difficulties involved in finding time to write when you have a couple of small children scurrying around the house, who says fabulously encouraging things like, “Gee, that’s a great title!”

Well, let’s just say it’s easy to get carried away.

For the sake of the long-term friendships you can make at a conference, make sure you listen as much as you talk. For your conversational convenience, the magic first hundred words transform readily into questions about what concerns writers:

”Hi, what’s your name? What do you write? Who is your target audience? What’s your premise?

Senseing a theme here?

By all means, though, use your fellow conference attendees to get used to speaking your first hundred words — and your pitch, while you’re at it. It’s great practice, and it’s a good way to meet other writers working in your genre. Most writers are genuinely nice people — and wouldn’t it be great if, on the day your agent calls you to say she’s received a stellar offer for your first book, if you knew a dozen writers that you could call immediately, people who would UNDERSTAND what an achievement it was?

Trust me on this one: you don’t want to have to wonder whom to call when that happy day comes.

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

Starting tomorrow, we’ll be moving to the elevator speech (that’s those pesky three sentences we’ve all heard so much about), so do plan to take some time off from barbequing and watching fireworks to join us here.

After that, we’ll be ready for the home stretch: pulling it all together for the pitch proper. Can the query letter be far behind?

You’re doing really, really well — keep up the good work!

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Building block of the pitch #2: never assume — and other lessons gleaned from Saturday morning cartoons

Did I overwhelm you yesterday, by cramming everything you always wanted to know about book categories but were afraid to ask into a single post? I hope not; I’ll try to take my Building Blocks of the Pitch series a touch more slowly from here on out. And, as always, if any of you out there find what I’m suggesting confusing, I would MUCH rather that you ask me about it BEFORE you follow my advice than after.

I’m funny that way.

What I hope none of you will do is simply zone out during this series because you aren’t planning on pitching anytime soon. Believe it or not, learning how to give a verbal pitch well will improve your ability to write query letters and synopses — all three are built, after all, out of the same essential components, based upon a firm understanding of how the industry does and doesn’t work.

So as Fat Albert used to say, if you’re not careful, you might learn something before it’s done.

Yesterday, I introduced (quickly) the first building block of a successful pitch: the book category, the terminology that enables everyone in the industry to know instantly which presses, editors, and agents might be interested in a particular book.

Being able to describe one’s book in market terms is as essential for a killer pitch as for an effective query letter. As much as writers seem to adore describing their work as, “Well, it’s sort of a romance, with a thriller plot, a horror villain, and a resolution like a cosy mystery,” agents and editors tend to hear ambiguous descriptions as either waffling, a book’s not being ready to market, or the author’s just not being very familiar with how the industry actually works. The more specific you can be about your book’s category, the more professional you will sound.

Which means, incidentally, that within the pitch setting, you might want to avoid those ever-popular terms of waffle, my writing defies categorization, my book is too complex to categorize, my book isn’t like anything else out there, no one has ever written a book like this before, and it’s sort of autobiographical. Which, translated into industry-speak, come across respectively as I’m not familiar with how books are sold in North America, I don’t know one book category from another, I’m not familiar with the current market in my area of interest — which means, Mr. Agent, that I haven’t been buying your clients’ work lately, I’m not familiar with the history of the book market in my area, and I was afraid people would hurt me if I wrote this story as a memoir.

Hey, I just report the rules; I don’t make ‘em up.

My point is, walking into a pitch meeting NOT knowing how the industry would categorize your book is not smart strategy. It may feel like writing your own tombstone, but commit to a category and state it at the BEGINNING of your pitch, rather than making your hearer guess.

Why? Well, among other things, being up front about it will permit your pitch-hearer to listen to the CONTENT of your pitch, rather than thinking the whole time, “Well, that sounds sort of like a romance, with a thriller plot, a horror villain, and a resolution like a cosy mystery. How on earth am I going to categorize that?”

‘Nuff said, I think.

So let’s assume that you have in hand that vital first building block, your book’s category. This handy tool will not only feature prominently in your pitch, but also on the title page of your manuscript and in the first few lines of your query letter. (If it’s news to you that your title page should include these elements — or if it’s news to you that your manuscript should include a title page at all — please see the YOUR TITLE PAGE category at right before you even CONSIDER submitting any material to an agent or editor.)

Next, I shall be moving on to a more sophisticated marketing tool, one that is not technically required, but will instantly stamp your pitch/query as more professional. I refer, of course, to identifying your target market.

Or, to be more precise, to preparing a concise, well-considered statement of your book’s target market, including an estimate of how many potential buyers are in that demographic group. And yes, Virginia, that can mean talking — dare I say it? — statistics.

Intimidating news to those of us who vastly preferred the verbal section of the SAT to the math, isn’t it? (Actually, I was always good at math, but I suppose my high school calculus teacher didn’t nickname me Liberal Arts Annie for nothing. Still, there’s no fool like a fool playing hooky, so let’s press on.)

I’m not talking about publishing statistics here; I’m talking about easy-to-track-down population statistics — and that comes as a big surprise to practically every aspiring writer who has ever taken my pitching class. “Why,” they almost invariably cry, “shouldn’t I go to the trouble to find out how many books sold in my chosen category last year? Wouldn’t that prove that my book is important enough to deserve to be published?”

Well, for starters, any agent or editor would already be aware of how well books in the categories they handle sell, right? Mentioning the Amazon numbers for the latest bestseller is hardly going to impress them.

Instead, it makes far more sense to discover how many people there are who have already demonstrated interest in your book’s specific subject matter. But before I talk about how one goes about doing that, let’s discuss what a target market is.

Simply put, the target market for a book is the group of people most likely to buy it. It is the demographic (or the demographics) toward which your publisher will be gearing advertising.

Or, to put it another way, who out there needs your book and why?

I know these are not the first questions we writers like to ask ourselves, but if you pictured your ideal reader, who would it be? What books does this reader already buy? Who are her favorite living authors, and what traits do your books share with those that would draw your ideal reader to both?

While we’re at it, who represents her favorite authors, and would those agents be interested in your book?

Do I hear some disgruntled muttering out there? “I’m not a marketer; I’m a writer,” I hear some of you say. “How the heck should I know who is going to buy my book? And anyway, shouldn’t a well-written book be its own justification to anyone but a money-grubbing philistine?”

Well, yes, in a perfect world — or one without a competitive market. But neither is, alas, the world in which we currently live. As nice as it would be if readers flocked to buy our books simply because we had invested a whole lot of time in writing them, no potential book buyer is interested in EVERY book on the market, right? There are enough beautifully-written books out there that most readers expect to be offered something else as well: an exciting plot, for instance, or information about an interesting phenomenon.

To pitch or query your book successfully, you’re going to need to be able to make it look to the philistines like a good investment.

And before anybody out there gets huffy about how the industry really ought to publish gorgeously-written books for art’s sake alone, rather than books that are likely to appeal to a particular demographic, think about what the pure art route would mean from the editor’s POV: if she can realistically bring 4 books to press in the next year (not an unusually low per-editor number, by the way), how many of them can be serious marketing risks, without placing herself in danger of losing her job?

Do Fat Albert and the Cosby kids really need to break down these issues into a song for the likely outcome here to be clear?

It’s very much worth your while to give some thought to your target readership BEFORE you pitch or query, so you may point it out to that nervous editor or market-anxious agent. Try to think about it not as criticism of your book, but as a legitimate marketing question: who is going to read your book, and why?

As with choosing a book category, it pays to be specific. For one thing, it will make you stand out from the crowd of pitchers.

Why? Well, to put it charitably, the vast majority of fiction writers do not think very much about the demographics of their potential readers — which is to say, most don’t seem to consider the question at all. (A luxury, I might point out, that NF writers do not have: NF book proposals invariably have an entire SECTION on target audience. No one ever seems to think that is incompatible with the production of art.) Or when fiction writers are forced to answer the question, they identify their readership in the broadest possible terms.

PLEASE, for your own sake, avoid the oh-so-common trap of the dismissive too-broad answer: women everywhere will be interested in this book; every American will want to buy this; it’s a natural for Oprah. Even in the extremely unlikely event that any of these statements is literally true in your book’s case, agents and editors hear such statements so often that by this point in human history, they simply tune them out.

Especially the one about Oprah.

Seriously, if I had a dime for every time I have heard it, I would own my own publishing house — and the island upon which it stood, the fleet of sailboats to transport books from there to market, and a small navy’s worth of shark-wranglers to keep my employees’ limbs safe while they paddled between editing projects.

Why do sweeping generalizations tend to be ineffectual, you ask? Well, agents and editors do have quite a bit of practical experience with book marketing: they know for a fact that no single book will appeal to EVERY woman in America, for instance. Since they hear such claims so often, after awhile, they just block out all hyperbole.

Coming from authors, that is. Anyone who has ever read a marketing blurb knows that they’re not all that shy about using hyperbole themselves.

Make sure your target market are believable — but don’t be afraid to use your imagination. Is your ideal reader a college-educated woman in her thirties or forties? Is it a girl aged 10-13 who doesn’t quite fit in with her classmates? Is it an office worker who likes easy-to-follow plots to peruse while he’s running on the treadmill? Is it a working grandmother who fears she will never be able to afford to retire? Is it a commuter who reads on the bus for a couple of hours a day, seeking an escape from a dull, dead-end job?

While these may sound like narrow definitions, each actually represents a very large group of people, and a group that buys a heck of a lot of books. Give some thought to who they are, and what they will get out of your book.

Or, to put a smilier face upon it, how will this reader’s life be improved by reading this particular book, as opposed to any other? Why will the book speak to him?

Again, be as specific as you can. As with book category, if you explain in nebulous terms who you expect to read your book, you will simply not be speaking the language of agents and editors.

If you want to make their lives even easier, throw in some concrete numbers, showing just how big your target market actually is — it will make it MUCH easier for them to sell the book to higher-ups. Sales and marketing departments expect agents and editors to be able to speak in numbers — and no matter how much the editors at a publishing house love any given book, they’re unlikely to make an actual offer for it unless the sales and marketing folks are pretty enthused about it, too.

Doesn’t it make sense to make sure the agent and editor fighting for your book have that demographic information at their fingertips, when it’s relatively easy for you to put it there?

Not yet convinced that it would behoove you to go to the additional effort? Let me give you a concrete example of what can happen if a writer is vague about her target market’s demographics.

Aspiring writer Suzette has written a charming novel about an American woman in her late thirties who finds herself reliving the trauma of her parents’ divorce when she was 12. Since the book is set in the present day, that makes her protagonist a Gen Xer, as Suzette herself is. Let’s further assume that like the vast majority of pitchers, she has not thought about her target market before walking into her appointment with agent Briana.

So she’s stunned when Briana, the agent to whom she is pitching, says that there’s no market for such a book. But being a bright person, quick on her feet, Suzette comes up with a plausible response: “I’m the target market for this book,” she says. “People like me.”

Now, that’s actually a pretty good answer — readers are often drawn to the work of writers like themselves — but it is vague. What Suzette really meant was, “My target readership is women born between 1964 and 1975, half of whom have divorced parents. Just under 12 million Americans, in other words — and that’s just for starters.”

But Briana heard what Suzette SAID, not what she MEANT. Since they’ve just met, how reasonable was it for Suzette to expect Briana to read her mind?

The result was that Briana thought: “Oh, God, another book for aspiring writers.” (People like the author, right?) “What does this writer think my agency is, a charitable organization? I’d like to be able to retire someday.”

And what would an editor at a major publishing house (let’s call him Ted) conclude from Suzette’s statement? Something, no doubt, along the lines of, “This writer is writing for her friends. All four of them. Next!”

Clearly, being vague about her target audience has not served Suzette’s interests. Let’s take a peek at what would have happened if she had been a trifle more specific, shall we?

Suzette says: “Yes, there is a target market for my book: Gen Xers, half of whom are women, many of whom have divorced parents.”

Agent Briana thinks: “Hmm, that’s a substantial niche market. 5 million, maybe?”

Sounding more marketable already, isn’t it?

But when Briana pitches it to editor Ted this way, he thinks: “Great, a book for people who aren’t Baby Boomers. Most of the US population is made up of Baby Boomers and their children. Do I really want to publish a book for a niche market of vegans with little disposable income?”

So a little better, but no cigar. Let’s take a look at what happens if Suzette has thought through her readership in advance, and walks into her pitch meetings with Briana and Ted with her statistics all ready to leap off her tongue.

Suzette says (immediately after describing the book): “I’m excited about this project, because I think my protagonist’s divorce trauma will really resonate with the 47 million Gen Xers currently living in the United States. Half of these potential readers have parents who have divorced at least once in their lifetimes. Literally everybody in that age group either had divorces within their own families as kids or had close friends that did. I think this book will strike a chord with these people.”

Agent Briana responds: “There are 47 million Gen Xers? I had no idea there were that many. Let’s talk about your book further over coffee.”

And editor Ted thinks: “47 million! Even if the book actually appealed to only 1% of them, it’s still a market well worth pursuing.”

As scary as it may be to think about, if you are going to make a living as a writer, you will be writing for a public. In order to convince people in the publishing industry that yours is the voice that public wants and needs to hear, you will need to figure out who those people are, and why they will be drawn toward your book.

If you don’t want to make a living at it, of course, you needn’t worry about marketing realities; writing for your own pleasure, and that of your kith and kin, is a laudable pursuit. But if you want total strangers to buy your work, you are going to have to think about marketing it to them.

As I have said before, and shall no doubt say many times again: art for art’s sake is marvelous, but an author’s being cognizant of the realities of the market renders it far more likely that her book is going to be successful.

And, to paraphrase Fat Albert, those who don’t do their homework are not as likely to succeed as often as those who do.

Tomorrow, I shall talk about how to dig up specifics about your target demographic relatively painlessly. In the meantime, don’t play hooky, try not to assume, and keep up the good work!

Posted on - 6 Comments on Building block of the pitch #1: navigating the tricky terrain of book category identification

Building block of the pitch #1: navigating the tricky terrain of book category identification

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

Call me zany, but it’s true.

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

I know: radical.

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

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

Now that you are prepared for my advice to be a bit offbeat, I am not afraid to shock you with my first unorthodox suggestion: DON’T start the pitch-prepping process by sitting down and trying to summarize your book.

Instead, let your first step be figuring out where your book would be placed on the bookshelves of Barnes & Noble, Borders, or a similar chain bookstore.

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

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

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

Yet the FIRST question any editor would ask an agent about a book, or a committee would ask an editor, or a book buyer would ask a publishing house’s marketing department is, “What’s the book category?”

To put it as bluntly as possible, the book category is in fact the industry shorthand for where a book should be directed in order to sell, at every level.

Before I launch into how to figure out where your book belongs, let’s take a look at how the average pitcher deals with this primary question, and why the standard response tends not to impress agents and editors very much.

In the first place, writers often mishear the question as, “So, what is your book about?” rather than what it is, a straightforward question about marketing. Thus, they all too often give exactly the same response they would give anybody who asked the more general latter question at a cocktail party:

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

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

Remember, agents and editors think about books as products, rather than merely as works of art or expressions of the inner workings of the writers’ souls. And as products, agents need to sell books to editors, and editors to editorial committees, and marketing departments to distributors, and distributors to bookstores, and bookstores to readers.

And I assure you, a vaguely-defined book is much harder to drag through that process.

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

In other words, don’t just guess, don’t lump a couple of categories together into a Frankenstein’s monster of a hyphenate, and don’t just make up a category.

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

Now, think about your book. Can you come up with, say, 3-5 titles that are similar to it in subject matter, tone, approach, voice, etc., that have come out in North America within the last five years? Not similar in ALL respects, necessarily — just one or two may be enough.

If you can’t come up with any that are remotely similar, I suspect that you’re not overly familiar with the current book market — a serious liability for anyone hoping to pitch or query a book to someone who makes a living following such trends. If all else fails, start feeding relevant search terms into Amazon and see what comes up.

Once you have your list, go to a bookstore (either physically or online) and see where those books are housed. That is, most likely, where your book would be categorized, too.

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

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

Pick one for your novel.

Specifically, pick the one that comes CLOSEST to where you envision the book being shelved in a big bookstore. (Since I’ve written about this topic quite frequently and I’m trying to get us through the pitching basics fairly quickly, for more specific tips on how to do this, please see the BOOK CATEGORIES heading on the list at right.)

But whatever you do, NEVER tell anyone in the industry that you have a “fiction novel” – this is a very, very common pet peeve amongst agents and editors. By definition, a novel IS fiction, always, just as a memoir is always nonfiction.

Technically, anyway. Don’t even get me started on how many memoirists have found their books under just-the-facts scrutiny over the last couple of years. But speaking of which, here are the main NF categories:

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

Actually, there are a few more, but these are the main ones. For more detailed analysis, again, please see the BOOK CATEGORIES heading on the list at right. Also, the major genre’s writers’ associations tend to provide precise definitions of each subgenre on their websites.

I’m sensing some disgruntlement out there. “But Anne,” I hear some confused would-be pitchers and queriers cry, “I occasionally see other categories listed on book jackets. Therefore, you must be wrong about agents and editors expecting to us to label our books.”

Oh, that old saw. Naturally, there are new categories popping up all the time, a side effect of the expansive creative impulse of the human mind.

That doesn’t mean, however, that you should make one up. All one has to do is check out any of the standard agency guides to see why: when asked what kinds of books they represent, agents don’t make up terms that are only meaningful to themselves and their closest friends; the vast majority of the time, they use the standard category designations.

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

Hey, it happens.

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

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

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

When in doubt, pick the more general category. Or at any rate, the more marketable one. It increases your chances of your work sounding to an agent like something that will sell.

Just in case any of you out there sporting ovaries are assuming that women’s fiction label is automatically perjorative: women’s fiction is far and away the best-selling fiction category. It’s something of a misnomer, because the vast majority of fiction buyers in North America are women.

Hey, I don’t make up the lingua franca; I just speak it. For more on the ins and outs of defining women’s fiction (particularly when a book occupies the rather broad territory where women’s, literary, and mainstream overlap), please see the three posts beginning here.

If you truly get stuck, here is a sneaky trick: go to a well-stocked bookstore and track down a friendly-looking clerk. Describe your book to her in very general terms, and ask her to direct you to the part of the store where you might find something similar.

Then start pulling books off the shelf and examining their back covers for categories.

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

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

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

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

Agents and editors LIKE making snap judgments, you see. It saves them time. Sorry to be the one to break it to you.

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

Since that is precisely what you want them to be doing, what are you complaining about?

If you’re still a bit confused and want more help fine-tuning your selection, again, I would recommend taking a gander at the posts under the BOOK CATEGORIES heading at right. In the past, I have spent more time on this particular point; I could easily spend a week on this point alone. But as I mentioned above, I honestly am trying to move us through this as quickly as possible.

Whoa, I didn’t even have time to move my hand to the return key before I felt a mighty gust of cries of WAIT! coming from out there. “But Anne,” breathless voices cry, “I honestly don’t know how to categorize my novel. Is it literary, mainstream, or just plain fiction — and will agents hurt me if I guess wrong?”

This is an excellent question — one that I covered at some length in several posts last summer; I would encourage you to go back over this post, this one, and this. You might also try asking yourself few questions about your book:

(1) Does your book assume a college-educated readership? Does it try experiments with structure and language? Is character development more important to the reading experience than plot? If you answered yes to at least two of these, literary fiction would probably be the safest choice.

(2) Is your book aimed at a general adult audience, or is more heavily weighted toward a female readership? (Okay, so this is kind of a trick question, since women buy over 80% of the fiction sold in the US (and almost all of the literary fiction, but bear with me here.) If it is genuinely aimed at a general market, mainstream fiction would be a good choice.

(3) Does your book have a filmic, easily-summarized plot? Are the style and storytelling technique similar to a bestselling author’s? If so, it might be commercial.

(4) Is your protagonist relatively young — and have sex with more than one partner/do drugs/have a drinking problem? Does the plot deal with adult-themed issues that probably wouldn’t make it onto network television in the dinner hour? If so, it might be adult fiction.

(5) Are all of the criteria in #4 true, but the protagonist is female, under 35, and doesn’t pursue significant interests in the book OTHER than having sex with more than one partner/doing drugs/having a drinking problem? Does her interest in shoes and handbags border on the pathological? If so, you might want to consider the chick lit category.

(6) Are you querying an agent who likes to make this call himself? In that case, you might be best off simply labeling it fiction — but you’re unlikely to know that unless you’ve spoken to the agent personally. If this is the case, you should pick the closest label, then nod smilingly when the agent to whom you are pitching says you are mistaken.

Hey, it’s how those of us already signed with agents do it. I even know a quite prominent author who claims that she doesn’t know whether any particular piece is women’s fiction or memoir until her agent has sold it as one or the other.

All that being said, try not to get too discouraged if your book’s category does not immediately pop to mind. Often, it is genuinely a hard call. Just do your best.

Okay, I admit it: that was a MASSIVE amount of information to cover in a single post — but look at it this way: the more quickly we can race through this, the sooner we can get back to craft!

The next pitch building block follows tomorrow. In the meantime, keep up the good work!

PS: I understand that some readers may feel that it is too time-consuming to go through my fairly massive archives, but please do check that I haven’t already written a post on a subject before asking me to write a fresh one. I’ve taken care to address many of the most common questions directly in the category list on the right-hand side of this page, just underneath the blogroll. I have also provided a site search engine in the upper-right corner; please use them.

And please, archive searchers, resist the temptation to blame the site for providing too much information gratis to aspiring writers — a sentiment that, perversely enough, commenters seldom expressed until my bout of mono earlier this year. After three full years of my intensive work here, it’s a trifle unreasonable to expect NOT to have to search for the particular topic any individual out there happens to want. It’s the nature of a blog to be cumulative, after all.

Posted on - No Comments on R.I.P., Mr. M — and a few thoughts on marketing

R.I.P., Mr. M — and a few thoughts on marketing

My mother called me with some sad news today: Bob Mondavi, one of the grand old men of my childhood, passed away a few days ago. He was 94, so it wasn’t precisely a surprise, but while normally, the death of a nice little old man would be primarily a matter of local mourning, in this case, pretty much everyone who has ever drunk a glass of good American wine should be just a little saddened by Mr. M’s passing.

Why? Because Robert Mondavi was to a great extent responsible for Napa Valley wines becoming respectable. If you’ve ever paid more than $10 for a bottle of American wine, you might want to drink a toast to his memory.

Oh, there had been good wine coming out of the region for decades before he broke off from his family’s Charles Krug Winery to form the Robert Mondavi Winery (viticulturists are not known for their retiring egos) in the mid-1960s — in the 1890s, my great-uncle and great-grandfather won European awards for a wine grown in what is now known as the Carneros — and there were certainly much better wines being made than at RMW throughout my formative years.

Yet Mr. M was one of the first to see that it wasn’t enough just to make good wine — the world needed to know about it.

Sound familiar? This was someone who understood marketing.

How well, you ask? Well, as hometown legend has it, for years and years, it was extremely difficult for Californian winemakers to sell Sauvignon Blanc to restaurateurs. Not because it isn’t a perfectly lovely varietal — Mike Grgich, another of the grand old men of my childhood (perhaps even grander because he liked to sport a rakish beret year-round), has been making one of the best liquids to accompany fish available on earth since I was in pigtails — but because, I kid you not, people weren’t sure how to pronounce Sauvignon.

So they felt uncomfortable trying to say it out loud in front of a waiter.

How did Mr. M handle it, you ask? By changing the name of the wine.

Seriously — RMW was the first to release Sauvignon Blanc under the much easier-to-pronounce moniker Fumé Blanc. The switch was so successful that within a few years, one of the easiest ways to tell if the would-be snob across the table from one on a date knew a grape from a raisin was if he insisted that Fumé Blanc was actually the name of the grape.

Which it isn’t — and couldn’t be, as both of the words in question are adjectives: Sauvignon is the varietal, and thus a noun, but fumé means smoked; blanc means white. By a certain stretch of tastebud definition, a Sauvignon Blanc could be said to have some rather smoky undertones.

But really, what people started ordering in restaurants was a kippered pale thing — which could refer, logically, to anything from a cigarette to sole. But heavens, does it roll off the tongue!

In latter days, like so many family wineries, RMW became the possession of a corporation while retaining the our-kids-and-grandkids-work-here façade. The old winemaking names stick to the the buildings and land long after the flesh-and-blood people who bore those names are long gone. (Which is why, in case you were curious, there’s hasn’t been a Chuck making Two-Buck Chuck for quite some time now.) To outsiders, the Mondavi name, like so many others, is just another brand.

But it was a sad day for a lot of locals when the Mondavis left the Robert Mondavi Winery, the end of an era of winemakers who still remembered having to fight the stigma that used to attach to any American wine.

Mr. M founded RMW the year I was born, and I was graduating from middle school before people stopped laughing at the phrase Californian fine wine. Those grapes have come a long way, baby.

So goodbye, Mr. M. The winemaking — yes, and the wine-drinking — world is poorer for your loss. I hope the angels pulled up something grand from the cellar in honor of your arrival.

And yes, Virginia, I am going to tie all this into advice on your writing career. Just watch me.

How? Well, like it or not, querying is marketing.

A writer has only a very, very short amount of time to grab an agent’s attention in a query letter or a pitch, especially in an e-mailed query. It’s imperative, therefore, to label your book correctly — and that means learning to define it in the terms used by the industry.

Yes, I AM talking about book categories.

Stop groaning, long-time readers — judging by the average query letter, 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 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?

Some 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, Napoléon: 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 ask 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. 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.

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 label for the bottle of wine you’re trying to sell.

Stop laughing; it’s not all that far-fetched a comparison. Just as a wine connoisseur expects the label to tell her what kind of grapes were used to produce the bottle she’s considering serving with her dinner, to try to figure out if it’s the kind of wine she tends to like, Millicent and her ilk want a query letter or pitch to inform them up front what kind of a book the querier is offering.

That’s not so unreasonable, is it?

Or, better yet, think of it 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 Millicent’s 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.”

Not very effective marketing, is it? Other than provoking idle speculation about precisely what kinds of activities would logically fall into the whatever category, appealing to both the beach-walker and the javelin-thrower, labeling this vague just isn’t all that intriguing.

Trust me, to the eyes of the publishing industry, this particular type of complexity doesn’t make a writer look interesting, or a 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? And don’t you want to know before you order a glass of wine whether it’s a white or a red?

Be specific, and describe your work in the language Millicent 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 be grateful to read it.

And please, don’t allow a handful of rejections to convince you that you don’t have a marketable book. Remember, there was a time that wine sellers laughed whenever anyone said that good wine was being produced in the Napa Valley.

Ask the shade of Bob Mondavi: it took a whole lot of convincing — yes, and giving away a whole lot of sample tastes — to establish the region’s reputation to the point that a Napa Valley wine meant something specific in the potential buyer’s mind. About fifteen years’ worth, in fact.

Not a bad parallel for an established author’s quest to market her latest work vs. a first-time writer’s, eh?

Stop giggling; it’s true. If the potential buyer is already familiar with a winery’s reputation, it’s far easier to cajole him into taking a chance on its most recent vintage than if he’s never heard of it. It might take some persistent marketing to convince him to taste what’s in the bottle and judge for himself whether the wine’s any good.

Think about it: whose book are you more likely to pick up in a bookstore, a brand-new author’s first book or the latest from an author you’ve been reading for years? And how likely are you to look for a thriller in the romance section of the bookstore?

Label your work well. You want Millicent to ask to taste what’s in the bottle, don’t you?

Next time, I’ll get back to craft issues. Keep up the good work!

Posted on - No Comments on The contest entry checklist concludes: ready, steady, GO!

The contest entry checklist concludes: ready, steady, GO!

liberty-leading-the-people-jpeg.jpg

Happy International Women’s Day, everybody! As Marianne (a.k.a. Liberty) shows us above, what’s a little wardrobe malfunction when there are goals to be achieved?

Speaking of malfunctions, for the past few days, I have talking about a series subtle (and not-so-subtle) contest entry snafus that a savvy entrant might want to avoid. To this end, I have asked the entry-happy among you to print out a hard copy of that soon-to-be-sent-out work, give it a thorough read — and subject it to a fairly thorough cross-examination.

Actually, those of you who are not planning to enter a contest anytime soon might want to subject the first chapters of your submissions to this friendly little grilling as well. As I have been mentioning throughout this series, judges often share reading preferences and pet peeves with agents, editors, and their screeners.

In other words, subjecting your opening pages to this set of questions might make Millicent like them more.

Everybody comfy? Okay, let’s resume.

coolclips_wb024789.gif(10) In the chapter itself, is it apparent where this story is going? Is it apparent that it IS going somewhere?

Were the groans I just heard echoing through the ether from those of you who have chosen the contest route over the submission route because agents are so darned well, market-oriented? If so, I sympathize: an aspiring writer does not have to attend many literary conferences to become well and truly sick of hearing that an entry should begin the action from the first line of page one.

Contest judges tend to be a bit more tolerant than the average agency screener, but then, they are substantially more likely to read pages and pages, rather than paragraphs and — well, no, Millicent often doesn’t make it all the way through even the first paragraph of a submission — before making up her mind about the quality of the writing.

However, even in literary fiction competitions, it’s rare to see a fiction entry that doesn’t establish an interesting character in an interesting situation on page one win or place, any more than a nonfiction entry that doesn’t start its argument until page four tends to walk off with top honors.

coolclips_wb024789.gif(11) Is the best opening line (or paragraph) for my work actually opening the text of my entry — or is it buried around page 4?

This question almost always surprises aspiring writers, but in many fiction and nonfiction contest entries (and submissions, if I’m going to tell the truth here), there is a perfectly wonderful opening line or image hidden somewhere in the middle of the first chapter. One way to catch it is by reading the text aloud.

If you find that this is the case with your entry, you might want to take a critical look at the paragraphs/pages/prologue/chapters that currently come before that stellar opening line, image, or scene. Does the early part absolutely need to be there?

That last question made half of you clutch your chests, anticipating an imminent heart attack didn’t it? In most cases, it’s not as radical a surgery as it sounds.

Often, the earlier bits are not strictly necessary to the narrative except as explanatory prologue. Very, very, VERY frequently, opening exposition can go. Particularly when it takes the form of backstory or characters telling one another what they already know in order to bring the reader up to speed — many, if not most, fiction entries overload the first few pages, rather than simply opening the story at an exciting point and filling in background later.

Gradually.

Also, as I mentioned yesterday, there is absolutely no good reason that the version of your chapter that you enter in a contest has to be identical to what you would submit to an agent or editor. Hey, here’s an interesting notion: why not enter a truncated version that begins at that great opening line in a contest and send a non-truncated version to an agent who has requested it, to see which flies better?

coolclips_wb024789.gif(12) Does my synopsis present actual scenes from the book in glowing detail, or does it merely summarize the plot?

Okay, out comes the broken record again: the synopsis, like everything else in your contest entry, is a writing sample, every bit as much. Make sure it demonstrates to the judges that you can WRITE — and that you are professional enough to approach the synopsis as a professional necessity, not a tiresome whim instituted by the contest organizers to satisfy some sick, sadistic whim of their own.

Yes, Virginia, even in those instances where length restrictions make it quite apparent that there is serious behind-the-scenes sadism at work.

Don’t worry about depicting every twist and turn of the plot — just strive to give a solid feel of the mood of the book and a basic plot summary. Show where the major conflicts lie, introduce the main characters, interspersed with a few scenes described with a wealth of sensual detail, to make it more readable.

Oh, and try not to replicate entire phrases, sentences, or — sacre bleu! — entire paragraphs from the entered chapter in the synopsis or vice versa. Entries exhibit this annoying trait all the time, and believe me, judges both notice it and find it kind of insulting that an entrant would think that they WOULDN’T notice it. (Millicent usually shares this response, incidentally.)

Listen: the average contest entry, even in a book-length category, is under 30 pages. You’re a talented enough writer not to repeat yourself in that short an excerpt, aren’t you?

coolclips_wb024789.gif(13) Does the chapter I’m submitting in the packet fulfill the promise of the synopsis? Does the synopsis seem to promise as interesting and well-written a book as the chapter implies?

As I’ve mentioned a couple of times throughout this series, it’s not at all uncommon for the synopsis and chapter tucked into an entry packet to read as though they were written by different people. Ideally, the voice should be similar in both — and not, as is so often the case, a genre-appropriate chapter nestling next to a peevish, why-on-earth-do-I-have-to-write-this-at-all summary.

It’s also not unusual for a synopsis not to make it clear where the submitted chapter(s) will fit into the finished book, especially an entry where the excerpt is not derived from the opening. It’s never, ever a good idea to confuse your reader, especially if that reader happens to have the ability to award your manuscript a prize.

Remember, it’s not the reader’s responsibility to figure out what’s going on in a manuscript, beyond following the plot and appreciating the twists and turns: it’s the writer’s responsibility to make things clear.

coolclips_wb024789.gif(14) Does this entry read like an excerpt from a great example of its book category?

Okay, I’ll admit it: as a professional reader, I’m perpetually astonished at how few aspiring writers seem to look at their work critically and ask this question. All too often, when I bring it up, the response is a muttered (or even shouted) diatribe about how demeaning it is to think of art in marketing terms.

Yet it’s a perfectly reasonable question to put to any writer who hopes one day to sell his work: like it or not, very few agencies or publishing houses are non-profit institutions. If they’re going to take a chance on a new writer, they will need to figure out how to package her work in order to make it appeal to booksellers and their customers.

Like the industry, contest judges tend to think in book categories, not merely in generalities as broad as fiction, nonfiction, good, bad, marketable, appealing to only a niche market, and unmarketable. So it’s a GOOD thing when a judge starts thinking a paragraph or two into your entry, “Wow, this is one of the best (fill in genre or book category here) I’ve ever seen.”

In fact, at least two judges will pretty much have to produce that particular sentiment for your entry to proceed to the finalist round of any literary contest. Sometimes more.

So if YOU can’t look at your entry and your favorite example of a book in your chosen category and say, “Okay, these two have similar species markings,” you might want to reconsider whether you’ve selected the right category for it. Which brings me to:

coolclips_wb024789.gif(15) Does this entry fit the category in which I am entering it?

This is a slightly different question from the last one, because as I mentioned earlier in this series, contests do not always categorize writing — particularly fiction — in the same way that the publishing industry does. Just as they will frequently lump apparently unrelated book categories into megacategories (as, for instance, the Contest-That-Shall-Not-Be-Named’s rather perplexing practice of combining mainstream and literary fiction into a single designation), they will often define types of books differently from the pros.

Such ambiguities are not, alas, always apparent from a casual reading of the contest’s promotional materials. Double-, triple-, and quadruple-check the rules, not forgetting to scan contest’s ENTIRE website and entry form for semi-hidden expectations.

If you have the most miniscule doubt about whether you are entering the correct category, have someone you trust (preferably another writer, or at least a good reader with a sharp eye for detail) read over both the contest categories and your entire entry.

Yes, even if you’re reading this a few days before the deadline. Categorization is a crucial decision.

coolclips_wb024789.gif(16) Reading over this again, does this sound like my writing? Does it read like my BEST writing?

I know, I know: this last set of questions sounds like an appeal to your writerly vanity, but honestly, it isn’t. As I believe I have mentioned 2300 times within the last few weeks, original voices and premises tend to win good literary contests far more often than even excellent exercises in what we’ve all seen before.

Which is, of course, as it should be.

However, it can be genuinely difficult for a writer to see the difference in her own work, particularly if she happens to be writing in the same book category as her favorite author. Unconscious voice imitation is almost inevitable while one is developing a voice of one’s own.

You should save your blushes here, because virtually every author in the world has done this at one time or another, consciously or unconsciously. It’s only natural to think of our favorite books as the world’s best exemplars of great writing, and for what resembles them in our own work therefore to be better than what doesn’t.

But let’s put writerly ego in proper perspective here: you want to win a literary contest because of what is unique about your work, don’t you, rather than for a dutiful resemblance to a successful author’s best work?

Of course you do — just as you want to be signed by an agent who loves your writing for what is like no one else’s, and sell your book to an editor who doesn’t want to cut and paste until your book reads like the latest bestseller. So it honestly is in your best interests to weed out verbiage that doesn’t sound like YOU.

Think about that a little before you send off your entry — it may seem a tad counter-intuitive, especially to those of you who have taken many classes or attended many writers’ conferences, where one is so often TOLD to ape the latest bestseller. The folks who spout that advice are almost invariably talking about writing a SIMILAR book — which, in their minds, means one that could easily be marketed to the same vast audience, not a carbon copy of the original.

This is a business where small semantic distinctions can make a tremendous difference, my friends. Ponder the paradoxes — and keep up the good work!

Posted on - 5 Comments on Still more on contest entries: the ins and outs of category selection

Still more on contest entries: the ins and outs of category selection

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After yesterday’s epic post on the various means contest entries tend to annoy the average judge, I’m going to try to limit myself to merely waxing mildly poetic today. It’s going to be hard, though, because I’m continuing the seldom-discussed but vitriol-stained topic of finding the right category in which to enter your work.

I hear some snickering out there already. “Vitriol-stained?” some head-shakers out there are murmuring. “Just a tad melodramatic, isn’t it?”

Actually, it isn’t — at least, not from the perspective of a conscientious contest judge, the kind who volunteers because gosh darn it, s/he wants to be there when the next Great American Novel is first discovered.

Wipe that smirk off your face. Being a contest judge, particularly for the first round, is typically a great big time commitment, and the stalwart souls who embrace it often do it for the love of literature, community, and humanity. Or an unvarnished affection for jumping upon those who mangle the English language.

Either way, there’s usually a passion for the written word smoldering under those judges’ robes. Which is precisely why it’s so darned disappointing when a beautifully-written entry knocks itself out of finalist consideration by being submitted to the wrong category.

Now, I’m the first to admit that it’s not unheard-of for judges to harbor some kind of squirrelly ideas of what does and doesn’t belong in a particular contest category. This is not altogether surprising, particularly for fiction, as it’s far from unusual for even the pros to disagree upon what book category would most comfortable house a particular book.

If you doubt this, you probably haven’t tried to establish a book category for your opus. For those of you who don’t know, book categories are how the industry thinks of potentially publishable work, the conceptual containers into which it is sorted — or, to put it another way, the shelf where the book would rest in a local bookstore. (For how to tell which is which, as well as where this information is likely to be found on a published book, please see the BOOK CATEGORIES listing at right.)

Due to this pervasive mindset, a writer needs to be able to say up front into what category her book would logically fall in order to query, pitch, or submit successfully in the U.S. market.

Why? Well, since generalist agents are very rare — it would be flatly too time-consuming to establish connections for more than a few types of book — book categories enable them to avoid wasting time upon submissions they do not already have the connections to place successfully.

If an agent represents only mysteries and SF/Fantasy, it would be a waste of good stationary to send him a query for literary fiction, wouldn’t it?

While contest categories tend to be far broader than the industry’s, lumping a handful together, that doesn’t mean that they don’t have the publishing world’s standards in mind. There’s an awfully good reason for this: final-round contest judges (the ones who read only the finalists’ entries) are often agents, editors, or authors who work on a daily basis with a particular category. The early-round judges, aware of this, tend to weed out entries that don’t fit neatly into the applicable book categories long before the finalist round.

That way, the logic goes, the final-round judges will be presented only with works that stand a fighting chance of getting published as sterling representatives of the best current writing in their respective categories.

If the contest of your choice does not actually list the book categories that belong within each of its contest categories, contact the organization and ask for such a list. Or — if you have already firmly categorized your work in industry terms, give your category and ask which part of the contest would best fit for it.

(Hint: you’ll probably get a substantially friendlier response to this question if you DON’T give a three-minute summary of your book — and DON’T ask it four days before the entry deadline. This is research best done well in advance, and armed in advance with a one- or two-word category description.)

It may seem pushy to ask for this information, but if a contest-throwing organization is serious about seeing its winners get published, this is an important question. After all, from the entrant’s point of view, a contest win is only as valuable as the connections it can bring.

What do I mean by that, you ask? Ideally, you want to win a contest that is recognized in the industry as a stellar judge of writing in your chosen book category. If, for instance, the organization’s definition of genre fiction doesn’t include Action/Adventure, not only is even the best Action/Adventure entry unlikely to win — agents and editors who sell that book category are not likely to be aware of the contest, either.

Think about it: which credential is going to do your book more good on your query letter, being a semifinalist in a contest that any agent in your book’s category would have known about for years, or in a contest of which the agent of your dreams has never even heard?

Trust me, if a contest has a good track record for identifying wonderful work within a particular book category, the agents and editors who handle that kind of book WILL have heard of it.

“But Anne,” I hear some of you with complex books offer timidly, “I thought you said just a couple of minutes ago that there’s often disagreement amongst the pros about the right category for a particular book. If a contest category is nebulous, isn’t there likely to be even greater disagreement?”

In a word, yes. In five words: it happens all the time. Let’s face it, category standards along the lines of we accept good fiction of every type aren’t that helpful to the writer trying to determine which contest to enter, are they?

Most contests are more specific than this, thank goodness — but it does pay to be aware that when a description refers to a particular book category, it’s seldom doing it idly. Don’t be mislead by a general category heading like Genre Fiction into thinking that any genre is welcome; this is seldom the case.

Again, read the description underneath that heading very carefully: it will probably mention the book categories that the contest organizers are expecting to see.

Because, frankly, in most cases of poor category fits, it’s not a near miss so much as trying to cram a size 14 foot into a size 6 shoe. You would be astonished — at least, I hope you would — at how often writers send work in apparently willy-nilly, trying to force their pages into a category where, by definition, their chances of winning are close to zero.

This is just an inefficient use of an entry fee.

To put it another way, this is not a situation where playing rules lawyer — “But Category 5 was entitled FICTION! How was I to know that didn’t include haiku? Both came out of my imagination!” — is at all likely to help you. As I mentioned a few days ago, there isn’t a court of appeal here: if a judge thinks that your entry doesn’t fit into the category where you entered it, you’re just out of luck.

So, once again: read every syllable of a contest’s literature very, very carefully. Particularly those category definitions.

I’m not just talking about those ultra-brief definitions that tend to grace entry forms, either. Take the time to read EVERYTHING that a contest’s website or literature says about your chosen category, to make sure that your book is, in fact, admissible.

Fair warning: what I am about to say next is extremely likely to drive literal-minded readers completely nuts, but why not consider the possibility that the category you had envisioned for your work after publication — i.e., where YOU had envisioned its being shelved in a bookstore or library after you are famous — might not be the best category in any given contest for you?

Did I just hear a collective gasp out there? “Who are you?” I hear the hyper-literal cry, “and what have you done with Anne? Haven’t you been the long-time advocate of labeling your work as accurately as possible AND in the industry’s favorite terms? Should we check your basement for pods?”

Well, yes — and defining your book with precision still the best strategy when you’re approaching an agent or editor.

However, as I mentioned above, contests often divide the literary world differently than publishing professionals do. Frequently, they use categories that have not been current since Edith Wharton won the Pulitzer. (Quick, tell me: if it were being marketed now, would THE AGE OF INNOCENCE be mainstream fiction, literary fiction, or women’s fiction?)

Here’s a radical idea: pick the CONTEST category that makes the most strategic sense, regardless of your book’s MARKETING category.

Honestly, this prospect should not make you hyperventilate; agents do this to their clients’ work all the time. Remember, the label you give the entry today is not necessarily going to stick with the book for the rest of its life, and there’s absolutely no reason that you should send agents precisely the same pages that you enter in a contest.

Take a little time, and be imaginative about it. The line between memoir and first-person narrative, for instance, can be notoriously thin. Heck, even the fine folks at Random House didn’t seem to be able to tell the difference with A MILLION LITTLE PIECES, did they? (A book that was, as I understand it, originally marketed as a novel, not a memoir.)

And there can be a very good reason to consider other categories for your work. Not to tell tales out of school, but in most contests that accept book-length works, the fiction categories tend to get more entries than the nonfiction ones.

As in SUBTANTIALLY more entries. Sometimes as in five or ten times as many, which obviously has a direct bearing on any individual entry’s chances of making the finalist round.

But mum’s the word, okay?

So why not take a good, hard look at your first chapter of your novel or memoir and ask yourself: how much would I have to change this to enter it in the other category as well? What about the nonfiction short piece category?

Is your novel really mainstream, or is it actually romance? Could it be entered as both?

If the contest offers a novel-in-progress category (as the Wisdom/Faulkner competition does, incidentally; they also have a novella category, in case you’re interested), would your barely-finished book do better there, or against the fully polished novels?

And so forth. The goal here is to gain a win to put on your writing resume and in your query letters, not to force your work into the category you have pre-selected for it.

Yes, there is usually more prestige attached to book-length categories, but, frankly, in major contests, that’s where the competition tends to be the fiercest. If a shorter-length category seems to offer you a better conceptual fit or better odds, it’s sometimes worth switching. Or multiply submitting.

In a word, be flexible. Get the win on your résumé however you can.

One of the best memoirs I have ever read, Barbara Robinette Moss’ astonishing CHANGE ME INTO ZEUS’ DAUGHTER, found its publisher because its downright lyrical first chapter won in the personal essay category in the Faulkner competition.

That was smart contest selection — and a well-deserved win. (Seriously, this is one of the books that made me long to write memoir in the first place. I certainly did not fully appreciate the art form until I read it. It’s gorgeous and painful and brilliant in a way few books manage to be.)

This is not to say that you should rush out and enter exactly the same piece in, say, both the mainstream novel and novel-in-progress categories of the same competition, or in both the genre novel and mystery short story categories.

Again, READ THE RULES. Most contests will not allow you to enter the same work in multiple categories, but some will, so check the contest rules carefully before you spend the extra entrance fee.

You didn’t hear it from me, of course, but it is not unheard-of for authors to get away with this sort of double-dipping even when it’s forbidden, if the pieces have different titles. Of course, this is terribly, terribly immoral even to consider, but often, it works.

Why? Well, most of the time, the bureaucratic part of accepting an entry entails merely noting the author’s name and title, assigning numbers so the judges don’t know who wrote what, sending the entry to the appropriate category chair, and cashing the check. So until the pieces land on the various category judges’ desks, it’s possible that no one will have read them. And it’s not as though the judges in one category discuss the entries they are reading with the judges in another.

The utterly despicable result: when an unscrupulous author is bright enough to give different titles to remarkably similar entries and perhaps mail them in separate envelopes, it is highly unlikely that anyone in the front office will have the opportunity to notice that the two distinct entries are, in fact, the same work.

Totally unethical, of course; I would have to scold anyone who did that. Or anyone clever enough to revise the work just enough between entries that, say, there weren’t more than 50 consecutive words in a row that were identical. That’s maybe one word per paragraph.

Ooh, I would have to wag my finger over anyone who went that route, boy oh boy. Really, I would. That would be just a shade too professional to be merely clever.

Well, darn: it doesn’t look as though I could manage to be brief on the subject today, either. Keep up the good work!

Posted on - 2 Comments on Quotable courage — and yet another reason to read (as if you needed one more)

Quotable courage — and yet another reason to read (as if you needed one more)

I’ve been beating the drum of risk-taking so hard for the last week that I needed a day to stop and change gears. Most of the work of writing, after all, occurs long before the submission stage, alone in the dark of night. Or light of day, depending upon your schedule.

So I was very pleased to stumble across a delightfully apt quote for aspiring writers this morning, courtesy of Anaïs Nin’s DIARY (Vol. 3, 1939-1944): “Life shrinks or expands in proportion to one’s courage.”

While I don’t think that’s always true — one is not, after all, the absolute center of the universe — it’s certainly true of trying to break into the publishing world. Opportunities do in fact expand for those courageous to keep pitching and querying.

The converse is also true: opportunities contract for those not willing to put their writing out there. As I pointed out in my recent series on SIOA-avoidance, too many writers reject their own work (by not Sending It Out, Already, for those of you who took Thanksgiving week off) before a soul in the industry has an opportunity to take a look at it.

Creative minds are uniquely qualified, unfortunately, to talk their owners out of taking the big risk. The what if? muscles in writers’ brains tend to be rather sophisticated, after all.

And, as Ruth Gordon informed us in L’OFFICIEL, courage, “like a muscle, it is strengthened by use.” (Oh, like you don’t go scurrying to your quote book when you find a good new one to add, and then start leafing through what’s already there…)

Again, true of both querying and submission: plenty of writers never get past the first rejection letter; it crushes them, because they read it as an entire industry’s — nay, and entire world’s! — rejection of what they have to say.

If you have fallen into this category for even twenty consecutive minutes, ever — and who among us hasn’t? — let me ask you to take on faith, at least provisionally, something I have learned from long, long experience: the 4th rejection hurts less than the first, and the 147th less than the 146th.

Believe it or not, the vast majority of writers who have landed agents and publishing contracts have had their work rejected dozens upon dozens — if not hundreds upon hundreds — of times over their professional lifetimes. Including yours truly. But we kept ploughing ahead until the industry started to take us seriously.

As Louise Nevelson wrote in DAWNS + DUSKS, “I think all great innovations are built on rejections.”

I’m not going to lie to you — it takes courage, and plenty of it, to keep querying and submitting your work to total strangers. And while I’m on a truth-telling binge, allow me to add: I think that those of us who don’t have to query anymore (i.e., already agented writers) and those who never had to query in the first place (agents, editors, pretty much everyone on the business side of the publishing industry) have a nasty habit of pretending that querying is just like sending out any other business letter.

It isn’t, of course; it requires facing down the naysayers in your own head and risking the rejection of people you do not yet know. Yet have you noticed how often speakers at writers’ conferences and writers of articles on querying imply that it’s the easiest thing in the world?

“There is plenty of courage among us for the abstract,” Helen Keller wrote in LET US HAVE FAITH, “but not for the concrete.”

Having been on both sides of this particular aisle, I’m here to tell you: tackling the day-to-day necessities of maintaining an ongoing querying campaign is much, much, MUCH more difficult than standing up and gassing about querying techniques from behind a podium. So the next time you’re at a conference being lectured about it, remember to pat yourself on the back a little for being braver than the speaker, in all probability.

Speaking of which: Spokane-area writers, I am going to be in that toddling town next week, on December 6th, giving a talk on reasons that manuscripts tend to get rejected to the Spokane Authors and Self-Publishers. Come to listen, ask questions, or just to graze at what I hear is a pretty spectacular buffet.

It is SO easy to forget whilst hiking the querying-and-submission trail that it honestly does take more courage on the part of an agent to sign a previously unpublished writer than a published one, just as it requires more bravery for an editor to take a chance on a brand-new writer than upon the 17th work by an established name.

This is why, in case you were wondering, those of us who have been in the biz for a while cringe when we hear an aspiring writer say, “Well, my book is at least as good as the rest of the junk out there.” The standard against which a new writer’s work is held is not that of the current market, contrary to popular belief, but considerably above it.

Don’t believe me? Try this little experiment: read five books by first-time authors in your chosen book category that have come out within the last year — then go and take a gander at what the time-honored leaders of the genre have put out lately. Do they honestly seem to be edited, let alone written, to the same standard?

It’s a good idea in general to get into the habit of reading the work of new authors in your book category, anyway, to keep abreast of what is being bought and sold recently — I can’t tell you how many times I’ve heard agents and editors complain about aspiring writers’ not being familiar with the current market, as opposed to what was hot ten years ago.

Besides, if you want to live in a world where publishers are eager to buy books like yours, it only makes sense to convey that preference through buying them yourself, right?

And if neither is incentive enough to spur you to curl up this winter with the latest offerings in your chosen book category, here’s another: reading first-time authors is a great way to pick up agent leads. As I’m sure you’re already aware (because I’m fairly certain that I’ve mentioned it within the last few months), the vast majority of books sold to publishers each year in this country are written by the already-published.

Why? Well, they have track records. And think about it: how often do you — or did you, prior to adopting the practice of actively seeking out first-time authors I suggested above — buy books by first-time authors?

Okay, what about ones you don’t know personally, or who haven’t won major awards?

Readers tend to gravitate toward names they know — and bookstores often encourage the practice. Unless the writer is a celebrity in another medium or a politician, such books are substantially less likely to be placed in a prominent position in a chain bookstore. Certainly, they are less likely to be place face-out on the bookshelf (which increases that probability of being browsed considerably). Naturally, this results in sales statistics that show very plainly that established authors sell better than new ones.

So your chances of getting picked up are higher if you already know a particular agent has been successful selling a first-timer like yourself. You know, at any rate, that the agent has been exceptionally brave at least once.

And wouldn’t you know it, Helen Keller has ANOTHER pithy statement that’s appropriate here, and from the same book? “Avoiding danger is no safer in the long run than outright exposure. The fearful are caught as often as the bold.” Are you listening, agents?

Because the agent who compulsively sells first novels is something of a rarity, let me once again urge you to draw a firm distinction in your mind between agents whose listings in the standard agents’ guides SAY they are open to queries from previously unpublished writers, and those who have a successful TRACK RECORD of selling first books.

As Abigail Adams seems to have written to her troublemaking husband in 1774, “We have too many high sounding words, and too few actions that correspond with them.” Amen, Abby!

To be fair, agents — the successful ones, anyway — only take on what they’re pretty sure they can sell. As anyone in the industry will tell you at great length after he’s had a few drinks (oh, like it’s accidental that writers’ conferences almost always take place in hotels with bars in them…As Agnes Repplier was prone to say, and even wrote in 1891’s POINTS OF VIEW, “If a man be discreet enough to take to hard drinking in his youth, before his general emptiness is ascertained, his friends invariable credit him with a host of shining qualities which, we are given to understand, lie balked and frustrated by his one unfortunate weakness.”), a first book, unless it is written by a celebrity, is quite a bit harder for an agent to pitch to a publisher than a second or third. On average, less than 4% of the fiction published in any given year is by first-time authors.

Sorry to be the one to break it to you. But as George Sand apparently wrote to some friend of hers in 1863, “Let us accept truth, even when it surprises us and alters our views.’” Or, if you prefer Thomas Jefferson, “We must not be afraid to follow the truth, wherever it may lead.”

I’m sure I could find a dozen more quotes on the subject if I really took a spade to the Bartlett’s, but I’m sure you catch my drift.

Tomorrow, I shall be talking about ways to translate your reading habit into querying leads — because while life may shrink or expand in proportion to one’s courage, chance also favors the prepared mind. Or so said Louis Pasteur.

What, you thought the boiling milk thing just came to him one day while he was thinking of something else? Keep up the good work!

Posted on - No Comments on Book Marketing 101: look, lady, all I know is that I have a book in Category X; cut to the chase, already

Book Marketing 101: look, lady, all I know is that I have a book in Category X; cut to the chase, already

As I have been arguing throughout this Book Marketing 101 series, queries tend to work best when they are sent to specific agents who habitually sell similar books. Not just because that’s the single best indication of what the agent in question likes to read — although that’s definitely good to ascertain, if you can, before you query — but also because it’s a dandy indication that the agent has some pretty good connections with editors who happen to like to acquire that type of book.

Thus, I have so far been approaching the guide listings, blurbs, etc., on the assumption that a writer will want to narrow down your first-round query list to just a handful of near-perfect matches. To that end, I’ve been encouraging you to track down as much specific sales information as possible on the agents you’re considering.

That strategy, I suspect, will not be everyone’s proverbial mug of oolong.

“Wait just a minute,” I have heard some of among you murmuring, and who could blame you? “What you’ve been suggesting is a heck of a lot of work. Frankly, I don’t know enough about the industry yet for a list of sales to make me cry, ‘Yes! This is the agent for me!’ I’m willing to do some legwork, but for heaven’s sake, querying eats into my writing time, and the agency guide before me lists a hundred agencies that accept books in my category! Since they’ve said point-blank that they want to see books like mine, why shouldn’t I take their word for it and query them all without researching the last five years of sales for each and every agent at all hundred of those agencies, which would take me until next March at the earliest?”

Oh, how I wish there were a quick and easy way to avoid the sometimes-lengthy research process! Honestly, if I knew of one, I would share it with you toute suite. (I would also bottle it and make a million dollars, but that’s another story.)

Hold onto your hats, because I’m about to say something controversial: it does pay in the long run to double-check what one finds in the guides, in my experience — yes, even down to book categories.

Why? Well — are you still clutching those chapeaux? — not every agency that lists itself as representing (or even actively seeking) a particular book category will be equally receptive to queries for that kind of book. To my eye, one of the most common ways in which listings and blurbs confuse agent-seeking writers is by appearing to be open to virtually any kind of book — or at least to so many categories that it’s extremely difficult to tell WITHOUT substantial further research what any member agent’s actual specialties are.

Let me hasten to add that my views on this subject are not the prevailing opinion, as nearly as I can tell; it’s not one you’re likely to hear at your garden-variety writers’ conference (unless, of course, I happen to be teaching there). There, you are far more likely to be told — with a certain impatience of tone — that the only reason that a query might end up in the wrong hands is if its writer did not do his or her homework. The information, it is implied, is all easily available to anyone who looks for it.

Personally, I don’t believe that this is entirely true; as I’ve shown in my last few posts (and in last year’s AGENTS/EDITORS WHO USED TO ATTEND PNWA series, categorized at right, where I took on real-world examples), there is a wide range in the level of information that agencies make available to potential queriers — and a great deal of that is in industry-speak, the meaning of which may not be immediately apparent to those new to the biz.

I did not, after all, invent the oft-seen guide entry This agency prefers not to share information on specific sales.

There are plenty of quite authoritative sources out there, however, who will tell you (as they certainly told me, with some asperity) that no good can come of writers’ pointing out that some of the emperors out there are slightly underdressed, to say the least. And in a sense, they’re quite right: marching up to the nearest agent or standing up at a writers’ conference and demanding to know why a particular blurb or guide listing is confusing probably isn’t the best means of endearing yourself as a potential client.

But as James Joyce wrote, “We cannot change the country; let us change the subject.”

In other words, we writers can’t control how agencies choose to present their preferences; we can, however, learn to be better interpreters of those preferences by recognizing that there are some informational gaps out there. We can teach ourselves the norms of querying, what tends to work, what tends not to work, and thereby save ourselves a whole lot of chagrin.

So there. I never said it wasn’t going to be a lot of work. And if I’m wrong, and every blurb out there conveys with pellucid clarity precisely what every agent would and would like to see, well, as Aunt Jane would say, at least the credit of a wild imagination will be all my own.

I’m not just talking about blurbs that say vague things like, We’re open to any good writing, We accept all genres except YA, or Literary value considered first — although I think a pretty good case could be made that, to a writer seeking to figure out who might conceivably represent say, a Western romance, such statements are at best marginally useful. I am also talking about those listings where the agency professes to represent virtually every major book category.

You’ve seen ‘em, haven’t you? They tend to look a little something like this:

Represents: nonfiction books, novels, short story collections, novellas. No picture books or poetry.
Considers these fiction areas: action/adventure, contemporary issues, detective/police/crime, erotica, ethnic, experimental, family saga, fantasy, feminist, gay/lesbian, glitz, graphic novels, historical, horror, humor, literary, mainstream, military, multicultural, mystery, regional, religious/inspirational, romance, romantica, science fiction, spiritual, sports, supernatural, suspense, thriller, westerns, women’s fiction, YA.
Considers these nonfiction areas: agriculture, Americana, animals, anthropology/archeology, art/architecture/design, autobiography…

And that’s just the As.

Since I have already sung the praises of further research to determine who is representing what lately, let’s set aside for the moment the sometimes knotty problem of figuring out, over the course of a couple of dozen different listed genres, which is the agency’s specialty. Let’s also, and for the same reason, table discussion of the difficulties of determining which member agent would be the best to query for any given category listed without doing an internet search to see who has been to what conference lately — and if so, did they state any preferences in their blurbs? (Although while we’re at it, let’s all shout hallelujah for agencies kind enough to state who represents which category outright in a guide listing, saving writers everywhere a whole lot of time.)

Even apart from all that, I think such voluminous lists are potentially problematic. To pick one quandary out of that hat I told you to cling to, I think their breadth often tempts writers into thinking that they do not need to specify a book category when they query.

After all, the logic runs, if the agency says it represents all three of the closest marketing categories, why take the trouble to figure out into which the book fits?

Long-time readers, chant it with me now: because categories are how the industry thinks of books, that’s why. Agents and their Millicents tend to reject queries that do not specify a book category out of hand.

Quoth Joyce: “The actions of men are the best interpreters of their thoughts.” (Hey, I had to double-check the earlier quote, anyway; I did a little quote-shopping.)

If it makes you feel any better, the problems caused by such all-inclusive lists are not just on the writer’s end. Uninformative guide listings, minimally communicative conference guide blurbs, and agency websites that, to put it mildly, do not give a clear indication of what kind of books would make their little hearts sing must, logically, tend to INCREASE the percentage of queries they receive for books outside their areas of specialty in any given day’s mail drop, not discourage them.

Think about it: if the agency doesn’t make its likes and dislikes clear in its guide blurbs or on its website, most potential submitters will be relying upon guesswork in addressing their queries. Which, logically, is going to lead to a whole lot of queries landing on the wrong desks and being rejected summarily — and to Millicents across the industry wringing their overworked hands with increasing frequency, troubling the ceiling with their bootless cries about why oh why are these people sending queries for books that the agency doesn’t even represent. So they send out form rejection letters, so no one learns anything from the process, and lo and behold, they keep receiving queries for book categories they don’t want.

Excuse me, driver, but I’d like to get off. This vicious circle is making me dizzy. I’m guessing that it’s made those of you given to staring helplessly at agency websites and vague guide listings dizzy, too.

Even though it is honestly is in their own best interest to be specific, there are a number of perfectly legitimate reasons an agency might say it is actively seeking a list of categories that looks less like an agent’s specialties than the entire stock of your local Borders.

For example, they might have the editorial connections to place all of those different types of books successfully. This kind of reach is certainly not out of the question for a large, well-established agency, but a great big agency is not necessarily the best choice for every writer and/or every book. (Don’t worry; I’m going to talk how and why tomorrow.)

Fortunately, the standard agency guides routinely print how many clients any listed agency represents, so you need not necessarily track down their entire client list. If it is good-sized — 300 clients, for instance, handled by six or seven agents with different specialties — your task is clear: do a bit of further research to figure out which of those probably well-connected agents has been selling books in your category lately.

(I feel another zany personal opinion coming on: although guide listings typically list a single agent as the contact person for the entire agency, I’ve found that it’s generally in the best interest of the writer to write directly to the member agent who represents YOUR kind of book, rather than the listed contact.)

If the agency in question is small, check to see how long it’s been around — this information, too, is routinely listed in agency guides, and with good reason. Selling books to publishers is hard work; agencies go in and out of business all the time.

Before they have established a reputation and connections within particular book categories, new agencies — and new agents — sometimes spread a pretty wide net for new clients. In such cases, the list of categories they are seeking can turn into a wish list, rather than a true reflection of what they have sold in the past.

Let me repeat that, because it’s important: a list of categories is not necessarily proof positive that an agency has actually sold books in each of them within the last couple of years — or even within living memory. It can also be a list of what the agency WANTS to sell over the next couple of years — a definitional haziness not limited to small agencies, certainly, but common to them.

Which means, in practice, if a particular book category is hot right now, or industry buzz says it will be the next big thing, it’s going to turn up on the lists of quite a few agencies that have not yet sold that type of book — and thus in the index of this year’s agency guide.

Ideally, you would like to be represented by an agent with a solid track record selling your type of book, right? And as I have mentioned, oh, 70 or 80 times in the last year, agents specialize. So do editors. If you write women’s fiction, even a brilliant agent whose sole previous focus are in self-help will probably have a harder time selling your book than someone who sells women’s fiction day in, day out.

An agent who has managed to sell a particular category of book in the past is not only going to have a better idea of who is buying that type of book these days — she’s infinitely more likely to be able to call up the right editor and say, “Listen, you know that fantasy I sold you six months ago? I have one you’re going to like even better.”

Or if she’s not more likely to say it, she’s more likely to be believed when she does.

Seems pretty straightforward, right? But when editors start saying things like, “You know what I’m really looking for right now? A book from Hot Category X,” it’s not all that uncommon for an agent without a track record in Hot Category X to think, “Hmm, I wish I had one of those handy right now.” Completely understandable, right?

Unfortunately, from the perspective of a Hot Category X writer new to the business, it can be pretty hard to tell the difference between an enthusiastic neophyte and a seasoned veteran of Hot Category X sales. Both, you see, are likely to say, “Oh, I know PRECISELY the editor for that.”

This is not, unfortunately, just a matter of my opinion. Ask almost anyone who’s been in the biz for the last decade or so, and you will probably hear a horror story about a great chick lit, historical romance, and/or memoir writer who was hotly pursued by an agent who later turned out to have few (or even no) editorial connections in that direction — and who, having unsuccessfully shopped the book around to 4 of the wrong editors, dropped it like a searing stone. Everyone seems to know someone to whom it has happened.

Yet another reason that it’s an excellent idea to double-check actual sales before you commit to a representation contract. Or indeed, before you query.

If the lead agent (whose name, as often as not, is the name of the agency) peeled off recently from a great big concern, taking her clients with her, she may well have clients across many, many genres. Connections definitely carry over — and since the agent will probably want to advertise that fact, check the listing, website, or conference blurb for a mention of where she worked last.

Then check out THAT agency, to see what they sell early and often.

Do your homework, but try not to get paranoid about it. Much of the time, inappropriately-listed categories aren’t the result of anyone’ being mean or misrepresenting themselves. Industry trends often move faster than guides are released, after all.

Perhaps a category that was hip seven months ago, when the agency filled out the guide questionnaire, but has since fallen out of fashion. Obviously, if an agency was seeking a particular kind of book only because of its marketing potential, and not because they love that kind of book, and it stops selling — or selling easily — they’re going to tell their Millicents to look askance at queries for it.

Yes, it’s a whole lot of work; as our old pal Joyce wrote about something entirely different, “Writing in English is the most ingenious torture ever devised for sins committed in previous lives.” He was talking mechanics, of course, but I doubt you’d find a querier who has been at it for a while who wouldn’t wholeheartedly agree to add Trying to sell to the front of the statement.

This may be a minority opinion, but this process is genuinely hard, even for the best writers. I have faith that you can do it, though. Keep up the good work.

Posted on - 5 Comments on Book marketing 101: tracking the wily agent in the wild

Book marketing 101: tracking the wily agent in the wild

Yes, I am sticking my toe back into the blogging pool again today, but don’t worry: I’m dictating this immediately after an afternoon-long nap, whilst wrapped up to my nose in blankets, reclining on a couch, clutching a mug of herbal tea AND using a long-ago post as a crib. No low-tech effort has been spared, you see, to render this post as minimally energy-sapping as possible.

I’m anxious, you see, to get you out querying before the industry’s long winter’s snooze. This week marks the Frankfurt Book Fair, an annual literary extravaganza that leaves many high-powered agencies and publishing houses down a few bodies each fall, but from next week through Thanksgiving is prime querying time.

It’s a good time to send out a few additional queries even if you are already on the query-a-week plan — and especially if the best agent in the known universe has the full manuscript of your novel sitting on her desk even as I write this.

As my long-time readers are well aware, I’m of the keep-querying-until-the ink-is-actually-dry-on-the-contract school of thought. Think of keeping the query flow going as insurance: if, heaven forefend, something goes wrong with your top prospect, you will have possible alternates waiting in the wings. Or at the very least will be spared the effort of having to come up with a new prospect from scratch.

I’ve said it before, and I shall no doubt say it again: contrary to pervasive belief amongst aspiring writers, being sought-after by more than one agent is a GOOD thing — after all, nothing speeds up reading turn-around like the news that another agent has already made an offer.

I know it’s tempting to rest on your laurels while waiting to hear back on a partial or a full, but believe me, if — heaven forefend — the answer is no, you will be far, far, FAR happier if you have already begun to seek out pastures anew. The law of inertia tells us that a process already in motion tends to remain in motion; as anyone who has done serious time in the querying trenches can tell you, it takes quite a bit more energy to restart your querying engines again after they have gone cold than to keep plowing forward.

I know you’re tired of querying; it’s a whole lot of work. You have my sympathy, really. Now go out and send a couple of fresh queries this week. And next. Repeat until you’re picked up.

But to keep that flow going, you’re going to need to generate a hefty list of prospects. Today, as promised, I am going to talk about how to find agents to query — not just any agents, but the kind of agents who represent writing like yours.

And by writing like yours, I don’t mean books along vaguely similar lines — I’m talking about books in the same marketing category.

Didn’t I tell you that those exercises earlier in the Book Marketing 101 series would come in handy later on? Those of you who have been reading all the way through should already have a fairly clear idea of which categories come closest to your work — and if you do not, please see the BOOK CATEGORIES category at right.

Why is nailing down your marketing category so important? Because it is the language agents and editors use to describe books. Until you know in which category (or categories; many overlap) your baby falls, you will have great difficulty not only understanding agents express their professional preferences at conferences, but also deciphering their wants as stated in agency guides and on their websites.

I cannot overstress the importance of targeting only agents appropriate to your work, rather than taking a scattershot approach. I’ve written about why at some length in this series, so I shall not repeat myself, except to say that if you’ve ever heard a successful agent talk about the business for five consecutive minutes, chances are you’ve already heard four times that one of the biggest mistakes the average aspiring writer makes is to regard all agents as equally desirable, and thus equally smart to approach.

As a rule, they don’t like being treated as generic representatives of their line of work, rather than highly-focused professionals who deal in particular types of books. This is true, incidentally, even of those agents who list every type of book known to man in the agency guides. Go figure.

As I mentioned earlier in this Book Marketing 101 series, the single best thing you can do to increase your chances of acceptance is to write to a specific person — and for a specific reason, which you should state in the letter. Agents all have specialties; they expect writers to be aware of them.

Later in this series, I will go into why this isn’t a particularly fair expectation, but for now, suffice it to say that it’s expected. Within the industry, respecting the agents’ preferences in this respect marks the difference between the kind of writer that they take seriously and the vast majority that they don’t.

This is probably old news to most of you, right? If you’re taking the time to do research on the industry online, you have probably encountered this advice before, right? Although perhaps not its corollary: don’t approach agents — at conferences, via e-mail, or through queries — unless they have a PROVEN track record of representing your type of writing successfully.

This is for your protection, as much as to increase your probability of querying success. Think about it: do you really want to be your new agent’s FIRST client in a particular genre?

Of course not; it will be twice as hard to sell your book. You want an agent who already has connections with editors who buy your type of work on a daily basis.

Which brings me to the most logical first step for seeking out agents to query. If you attended a conference this year, now is the time to send letters to the agents to whom you were NOT able to pitch.

However, be smart about it: don’t bother to query those who client lists do not include books like yours.

I’m dead serious about this. No matter how much you may have liked the agent personally at the conference: the second easiest ground of rejection, after a “Dear Agent” salutation, is when the query is for a kind of book that the agent does not represent; like “Dear Agent,” an agency screener does not need to read more than a couple of lines of this type of query in order to plop it into the rejection pile.

Allow me to repeat: this is true, no matter how much you may have liked the agent when you met her, or how well you thought the two of you clicked, or that the second agent from the left on the panel bears a startling resemblance to your beloved long-ago junior high school French teacher. Deciding whom to represent is a business decision, not a sentimental one — and it will save you a tremendous amount of time and chagrin if you approach selecting your querying list on the same basis.

So do a little homework first. If you didn’t take good notes at the conference about who was looking for what kind of book (and didn’t keep in touch with the person sitting next to you, scribbling like a fiend), check out the standard agents’ guides, where such information abounds.

Then, when you find the right fits, go ahead and write the name of the conference on the outside of your query envelopes, and mention having heard the agent speak at the conference in the first line of your letter; at most agencies, this will automatically put your query into a different pile, because conference attendees are generally assumed to be more industry-savvy, and thus more likely to be querying with market-ready work, than other writers.

If you went to a big conference, this strategy might yield half a dozen more agents to query. Where do you go after that?

This is a serious question, one that I have argued long and hard should be addressed explicitly in seminars at writing conferences. Far too many aspiring writers abandon their querying quests too soon after their first conferences, assuming — wrongly — that once they have exhausted the array of attending agents, they have plumbed the depth and breadth of the industry.

This is simply not true. The agents who show up at any given conference are just that — the agents who happened to show up for that particular conference, people with individual tastes and professional preferences. If you didn’t strike lucky with that group, it doesn’t necessarily mean that you would have the same luck with another.

But obviously, conferences are expensive; few writers can afford to attend an unlimited number of them. So how else can you find out who is eager to represent what?

The common wisdom on the subject, according to most writing guides and classes, is that you should start with the agents of writers whose work you like, advice predicated on the often untrue assumption that all of us are so myopic that we will only read writers whose work resembles ours.

Me, I’m not so egocentric: I read books by a whole lot of living writers, most of whose styles are nothing at all like mine; if I want a style like my own, I read my own work.

However, especially if you write in a genre of NF, querying your favorite authors’ agents is not a bad idea. Certainly, the books already on your shelves are the easiest to check the acknowledgments page for thank-yous.

Actually, you should get into the habit of checking these pages anyway, if you are planning on a career in this business: one of the best conversation-starters you can possibly whip out is, “Oh, you worked on Author X’s work, didn’t you? I remember that she said wonderful things about you.”

Trust me, there is not an agent or editor in the business who will not be flattered by such a statement. You would be amazed at how few of the writers who approach them are even remotely familiar with the average agent’s track record. But who doesn’t like to be recognized and complimented on his work?

So, knowing this about human nature, make an educated guess: would an agent would be more or less likely to ask to see pages from a writer whose well-targeted query began, “Since you so ably represented Author X’s GREAT AMERICAN NOVEL, I believe you will be interested in my work…”

You bet your boots, baby.

So I hear some disgruntled murmuring out there? “But Anne,” I hear some of you call out, “I already knew about querying agents I saw at conferences and checking acknowledgement pages. Aren’t there more creative ways to expand my query list?”

As a matter of fact, there are — but even as a dictator (dictatrix?), I have run out of steam for today. Hang in there, folks, and keep up the good work!

Posted on - 4 Comments on Book marketing 101: try, try again; repeat

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!

Posted on - 3 Comments on Book marketing 101: the pitch proper, part II, or, all together now!

Book marketing 101: the pitch proper, part II, or, all together now!

Yesterday, I introduced those of you new to pitching appointments to its unique joys and stresses. It’s important that first-time pitchers are aware what the environment into which they will be stepping is like.

Why? Because we writers — c’mon, admit it — have an unparalleled gift for freaking ourselves out by imagining all kinds of strange things waiting for us on the other side of our first pitching experience. Like a pitch meeting’s rocketing us to instant fame, or an agent who says, “I hate your plot AND your tie!”

Also the common fantasies about what can happen in such meetings both raise expectations and increase fright. Knowledge really is power, at least in this instance. By learning what to expect, you can prepare more effectively — and psych yourself out less in the process.

If the prospect of pitch preparation appalls you, take heart, my friends: if you have been following this series step by step and doing your homework, you already have almost all of the constituent parts of a persuasive formal pitch constructed.

How is that possible, you cry? Here’s a hint: first, you’re going to impress ‘em by your professionalism, then you’re gonna wow ‘em with your storytelling ability.

You’re going to play to your strengths, in other words. And yes, your writing has them, to professional eyes. It’s just a matter of presentation the book so that people focused upon marketing notice them.

To that end, I’m going to let you in on a little trade secret that almost always seems to get lost in discussions of how to pitch: contrary to popular opinion, a formal pitch is NOT just a few sentences about the premise of a book: IT IS A MARKETING SPEECH, designed not only to show what your book is about, but also why it is MARKETABLE.

Once you understand that — and once you accept that, in within a publishing context, your book is not merely your baby or a work of art, but a PRODUCT that you are asking people who SELL THINGS FOR A LIVING to MARKET for you — an agent or editor’s response to your pitch can be seen not as an all-or-nothing referendum on your worth as a writer or as a human being, but as a PROFESSIONAL SELLER OF WRITING’s response to a proposed premise.

Regardless of whether the agent liked your tie or not.

What a formal pitch can and should be is your taking the extraordinary opportunity of having an agent or editor’s undivided attention for ten minutes in order to discuss how best to market your work. For this discussion to be fruitful, it is very helpful if you can describe your work in the same terms the industry would.

Why, what a coincidence: you have already defined your work in those terms: your book’s category (posts of June 15-19), identifying your target market (June 20-21), coming up with selling points and/or a platform for you and your book (June 22, 23, and 25), inventing a snappy keynote statement (June 26-28), pulling all of these elements together into the magic first 100 words (June 29-30), and giving an overview of the central conflict of the book (the elevator speech, July 2-5).

Really, you’re almost there. If it came right down to it, you could construct a quite professional short pitch from these elements alone.

Oh, wait, here is another remarkable coincidence: you already have. It’s called your hallway pitch (July 6, 9, and 10), which I sincerely hope that those of you who are imminently conference-bound are practicing on everyone you meet.

I’m serious about this. It takes lots of repetition to get used to hearing yourself talking about your work like a pro, rather than like a writer talking to other writers. When we’re in creative mode, we speak amongst ourselves about our hopes, fears, and difficulties — entirely appropriate, because who else is going to understand your travails better than another writer?

But when we’re in marketing mode, as in a formal pitch meeting, it’s time to put aside those complicated and fascinating aspects of the creative process, and talk about the book in terms the non-creative business side of the industry can understand.

How might one go about doing that in a formal pitch meeting? I’m so glad you asked. We’ve had the wind-up; now comes the pitch.

Part I: First, you would begin with the magic first hundred words:

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

If you can work in a flattering reference to a specific past project upon which the agent or editor has labored, even if it’s not in your genre, just after your name is a great place to do it. As in,

“Hi, my name is J.K. Rowling, and I got so excited when you said on the agents’ panel earlier that you are looking for YA books where children solve their problems without adult information! That sounds like a jacket blurb for my novel. My latest project, HARRY POTTER AND THE SORCERER’S STONE is middle-grade fiction aimed at kids who feel like outsiders. See how it grabs you…”

If you are pitching nonfiction, this is the step where you will want to mention your platform. For example,

“Hi, my name is Bill Clinton, and I used to be President of the United States. I write political books, buidling upon that expertise. My latest project…”

Part II: After you finish Part I, with nary a pause for breath, you would launch into an extended version of your elevator speech, one that introduces the protagonist, shows the essential conflict, and gives a sense of the dramatic arc.

“(Protagonist) is in (interesting situation).” + about a 1-minute overview of the book’s primary conflicts or focus, using vivid and memorable imagery.

Do NOT tell the entire plot: your goal here, remember, is to get your hearer to ask to read the book you’re pitching, not to convey the plot in such detail that your hearer feels he’s already read it.

Make sure to identify your protagonist — by name, never as “my protagonist” — in the first line. It’s substantially easier for a hearer to identify with a named character than an amorphous one. Introduce her as an active struggler in the conflict, rather than a passive victim of it.

(And if you don’t know why a story about a passive protagonist is usually harder to sell than one about her more active cousin, please see the PURGING PROTAGONIST PASSIVITY category at right.)

Part III: Then, to tie it all together, you would give the agent or editor a brief explanation of why this book will sell. If you have demographic information about that target market, or a comparison to a similar book released within the last five years that has sold very well, this is the time to mention it.

“I’m excited about this project, because of its SELLING POINTS. Currently, there are # (TARGET MARKET members) in the United States, and this book will appeal to them because (more SELLING POINTS).”

Now, you could manage all that in two minutes, right?

Of course you could: with aplomb, with dignity. Because, really, are you are doing here is talking about the work you love, telling your favorite story, in the language that agents and editors speak.

One last thing, then I shall let you run off to ponder what details you would like to append to your elevator speech: once you have gone through all of the steps above, SHUT UP and let your hearer get a word in edgewise.

Most pitchers forget this important rule, rambling on and on, even after they have reached the end of their prepared material. Don’t; it won’t help your case. It’s only polite to allow the agent to respond, to be enthusiastic.

It’s in your self-interest, you know. If even you’re going to hand your listener a cliffhanger worthy of the old Flash Gordon radio serials, it is likely to fall flat if you don’t leave time for your listener to cry, “But what happened NEXT!”

A good storyteller always leaves her audience wanting more.

And that, my friends, is how I like to give a pitch. Again, my method is a trifle unusual, a little offbeat structurally, but in my experience, it works. It sounds professional, while at the same time conveying both your enthusiasm for the project and a sense of how precisely the worldview of your book is unique.

Tomorrow, I shall tackle how to track down those vivid little details that will make your pitch spring to life. In the meantime, keep up the good work!

Posted on - 11 Comments on Book marketing 101: literary and women’s fiction, part II

Book marketing 101: literary and women’s fiction, part II

Okay, I’ll admit it: I’m gloating today — three regular blog readers have let me know that they have been named finalists in this year’s PNWA literary contest. All three in major categories, no less. Not all wanted to be congratulated here, so I am holding off on specifics, but really, I couldn’t be more tickled.

And if there are more of you out there with good news, please let me know! I love being able to report that hard work and talent are being recognized.

Back to work. Yesterday, I unearthed the spectre of books that might theoretically belong in one category, but might be placed for non-content reasons in another. Since (as I pointed out yesterday) female authors are often surprised find their work labeled as women’s fiction by their agents, I thought that I should revisit the issue again today to show that there might be very good marketing reasons for reclassification — and that in many instances, either category can be justified.

The marketing reasons are simple: as I mentioned yesterday, women’s fiction is the single best-selling category, year after year after year. Selling how well, you ask? Well, of the five best-selling novels of the 20th century, three of them would now most likely be marketed as women’s fiction — but if sales are any indication (and they are), these books are as mainstream as mainstream can get.

I’m going to show you the first fifty words (the limit of fair use) of each, to show you how thin the line between mainstream and women’s fiction can be. See if you can guess what they are from these openings, and who their target market would be. In ascending order of sales, here is the first:

Scarlett O’Hara was not beautiful, but men seldom realized it when caught by her charm as the Tarleton twins were. In her face were too sharply blended the delicate features of her mother, a Coast aristocrat of French descent, and the heavy ones of her florid Irish father. But it…

I’m assuming that you guessed at the first word that it was the best-selling novel in America for more than 20 years, GONE WITH THE WIND. But judging just from this opening, how would you categorize it? Women’s fiction? Mainstream? Romance?

See why agents and editors like to be told what the category is on the title page? It’s often hard to tell. On to the next:

When he was nearly thirteen, my brother Jem got his arm badly broken at the elbow. When it healed, and Jem’s fears of never being able to play football were assuaged, he was seldom self-conscious about his injury. His left arm was somewhat shorter than his right; when he…

Wild guesses? Hint: when they made it into a movie, the script transformed this first-person narrative from the point of view of a little girl into being primarily the story of her father.

It’s TO KILL A MOCKINGBIRD; your high school English teacher probably told you it was literary fiction. But if you had to categorize this on those first 50 words alone, though, would you place it there? Or would it be women’s fiction, because it’s a coming-of-age story told by a girl? (And from these first few lines, who is the protagonist?)

Not so easy, is it? Okay, one more:

Indian summer is like a woman. Ripe, hotly passionate, but fickle, she comes and goes as she pleases so that one is never sure whether she will come at all, nor for how long she will stay. In northern New England, Indian summer puts up a scarlet-tipped hand to hold…

Anyone? Would it help if I told you the critics nicknamed the author Pandora in blue jeans? Or that the mainstream press hailed this 1957 book’s success in as the end of literature?

It’s PEYTON PLACE — but if you did not know that, how would you categorize it for pitching and querying purposes?

My point, of course, is that book categories are not always cut-and-dried; ultimately, the book’s category is going to be a matter for discussion between you, your agent, and potentially your editor as well. (A MILLION LITTLE PIECES was, if memory serves, dubbed fiction by its author and agent; the publishing house, I’m told, made the decision to release it as a memoir.) So you’re not necessarily going to be stuck with your choice forever.

Be flexible — and choose the category that seems most likely to serve your book best at the agent-finding stage.

“But Anne,” I hear the literary-minded amongst you crying out, “what if my work genuinely IS literary fiction? Should I lie and say it’s something else, in order to make it seem more marketable in my pitch or query letter?”

Whoa, Sparky — no need to go that far that fast. Before you make any rash decisions, I would advise making absolutely sure that the book IS literary fiction.

While that may seem like a strange statement — after all, no one goes around challenging writers of mysteries to prove their chops — the fact is, the vast majority of books pitched or queried with a literary label are not. Without reading all of their work — which, as we saw above, is really the only way to categorize any book properly — it’s impossible to tell whether a book so pitched honestly is experimenting with new directions in style and construction (which is not a bad definition of literary fiction), or if its author merely want to convey that they believe their work is well-written.

The latter, as I mentioned yesterday, tends to fall upon the ears of agents and editors like the buzzing of housefly: persistent and attention-grabbing, yes, but ultimately not a pet you’re likely to bring home with you to cuddle.

But there’s something very sexy in the label literary fiction being applied to one’s own work, though, isn’t there? Let’s be honest about it: most of us like to think our writing has literary value, and critical opinion about what is High Literature changes with alarming frequency. It definitely sounds cool when you say at parties, “Oh, I write literary fiction,” as opposed to that stuff that sells in the millions.

Listen sometime to how people use the term at writers’ conferences; it’s almost a synonym for high-quality, especially amongst those who believe that most successful mainstream books are not very good. To these folks, the label says loud and clear that they haven’t sold out their talent; they are more than content to cultivate a small but devoted readership, without sullying their keyboards with all of that sordid commercial appeal. Quite the counter-culture roués, they are, with their goatees and bongos and poetry readings in basements.

Having been raised by parents who actually WERE beatnik artists, I feel eminently qualified to give a salient little piece of advice: be careful what you wish for your books. The literary fiction market is consistently very, very small, so small that many excellent published writers do not make a living at it.

Which brings me back to my point from yesterday: labeling your work as literary will NOT necessarily make it more marketable in the industry’s eyes, but less. Think very carefully about your desired target market before you label your work. If you really think it has broad appeal, label it as mainstream.

If I am hammering on this point with unusual vigor, because so many aspiring writers believe all really good fiction is literary. That’s just not true: there is excellent writing out there in every category. To set the needle on that broken record yet again: these are marketing categories, not value judgments, and mislabeling your work will most likely result in its ending up on the wrong desk — and you in the wrong pitch meeting.

So why don’t the pros simply listen to pitches and suggest alternative labeling, as I did above? Because, as I said, the only way to tell for sure whether a book is literary fiction is from the writing — and that would require investing far, far more time in a book than either hearing a pitch or reading a query letter.

Also, literary is the least-defined major category; I have yet to meet an agent or editor who can give me a definition of literary fiction less than a paragraph long. Like the Supreme Court’s famous definition of pornography, they can’t tell us precisely what it is, but apparently they know it when they see it.

Or so they claim. Ask any three agents whether THE WORLD ACCORDING TO GARP, THE SHIPPING NEWS, and THE COLOR PURPLE are mainstream or literary, and you will probably get at least two different answers on each book.

How would I categorize these three? Well, none of these crossover books would be well enough known for all of us to have a discussion about them if they hadn’t been mainstream successes. So my instinct would be to label them all as mainstream, in retrospect. I don’t know if I would have been that wise, though, before they hit the big time.

If you find yourself in a serious quandary over whether your book is sufficiently literary to need to be marketed as literary fiction, apply one of two tests. First, take a good, hard look at your book: under what circumstances can you envision it being assigned in a college English class?

I’m completely serious about this. If the subject matter or plot is the primary factor, chances are the book is not literary; categorize it by content. If you can honestly picture an upper-division undergraduate seminar spending a few hours discussing your symbolism and word choices, it probably is, and should be labeled as such.

The other test — and I swear I am not suggesting this merely to be flippant; industry professionals use it — is to open your manuscript randomly at five different points and count the number of semicolons, colons, and dashes per page. Especially the semicolons. If there are more than a couple per page, chances are your work is geared for the literary market.

Or you should disable the colon/semicolon button on your keyboard.

Don’t believe me? Spend an hour in any reasonably well-stocked bookstore, wandering from section to section, pulling books off the shelf randomly, and applying the punctuation test. Seeing a lot of semicolons in novels that aren’t literary?

Almost certainly not — and here’s why: mainstream fiction assumes a roughly tenth-grade reading level; literary fiction assumes an audience educated enough to use a semicolon correctly, without having to look up the ground rules. If you are writing for most genre audiences (science fiction and fantasy being the major exceptions), most agents and editors prefer to see simpler sentence structure.

Do be careful, however, when applying this second test, because we writers LOVE fancy punctuation, don’t we? Oh, I know this is going to break some tender hearts out there, but if you want to write fiction professionally, you need to come to terms with an ugly fact: no one but writers particularly LIKE semicolons. If you are writing for a mainstream audience, you should consider minimizing their use; if you are writing most genre fiction, you should consider getting rid of them entirely.

Again, I don’t make the rules: I merely pass them along to you.

And yes, Virginia, I DO use a lot of fancy-pants punctuation here in this blog. I am writing for an audience composed entirely of writers, so I can use all of the punctuation I please. Heck, I can even use an emdash if I want to—take that, standard format!

Next time, I shall discuss the another building block to your pitch: identifying your target market. For those of you out there who thought that I was just going to cut to the chase and head right for the pitch proper: keep your shirts on. Or don’t, if you’re trying to get a suntan. But either way, be patient, because following me through all of these interim steps will ultimately help you construct a stronger pitch.

Keep up the good work!

Posted on - 11 Comments on Book marketing 101: literary and women’s fiction

Book marketing 101: literary and women’s fiction

For my last couple of posts, I have been proceeding on the assumption that most of you intending to pitching books whose subject matter would dictate a fairly comfortable fit in just a couple of book categories. A novel might legitimately walk the line between suspense and thriller, perhaps, but it is unlikely to fit in the uneasy triangle where horror, chick lit, and Western intersect, right?

Although I would dearly love to take a gander at the latter book.

For the next couple of days, I want to talk about the two categories where content is not necessarily the deciding factor, literary fiction and women;s fiction. The first has to do with HOW a particular novel is written, not what it’s about; the second label is sometimes applied because of who is expected to read the book, and sometimes by whom it was written.

See why I saved these two for last?

Let’s take literary fiction first, because it is the less understood. Remember how last time, posing as your literary fairy godmother, I waved my magic wand and knocked, “…but it is written like literary fiction,” out of your pitching vocabulary? I removed it, I said, because saying it during a pitch (or within the context of a query letter) can confuse the hearer, an agent or editor who is undoubtedly thinking in terms of a single label for the book.

Why did I single out this phrase in particular? Pervasiveness: by my count, it is muttered apologetically within the context of somewhere between a third to a half of all pitches. Because, you see, most of us deep down secretly long for an agent to read a paragraph of our work, spring to her feet, and shout, “My God, this is the most beautiful prose I have ever read!”

Okay, maybe it’s not so secret a wish. But the fact is, from the industry’s point of view, MOST beautiful writing is NOT literary fiction.

Yes, you read that correctly. Contrary to popular belief, no one in the publishing industry uses the term “literary fiction” as a secret code for “very nicely written prose.” Instead, it is non-secret code for a specific book category of novels whose PRIMARY appeal lies in the interesting use of language, rather than plot.

Literary fiction tends to win awards, but actually it represents a miniscule proportion of the domestic fiction market — about 4%, in a good year. Its readership is almost exclusively female, and largely college-educated; these are the books that win Pulitzers and are taught in English classes, after all.

Or, to cast it in the mindset of the industry, these are the books that sell the least. No kidding: a first literary fiction work that sells 10,000 copies is considered a pretty roaring success.

See why you might want to think twice about insisting that your novel is literary fiction, rather than the mainstream or genre fiction its subject matter might suggest it is? To the ears of agents who do not represent literary fiction, this is like arguing that Mickey Mouse should be marketed to only an elite group of effete poets who, like Emily Dickinson, prefer to scribble away in their garrets, occasionally sending away for the latest in literary fiction to feed their rarified souls.

“My dear,” the industry pictures such souls simpering to one another, “you must cast your languid eye over this exquisite line of prose! No, no, don’t buy your own copy — I’m sure that the library has one.”

Now, admittedly, those who write on the literary/mainstream fiction cusp have an especially tough time with categorization: in a prettily-written, character-driven novel, it can genuinely be hard to tell. So time and time again, I meet writers at conferences who tell me, “Well, my book walks that thin line between mainstream and literary.”

They say it proudly, as if book category ambiguity were in itself a selling point — and as if literary fiction typically sold BETTER than mainstream fiction. To market-oriented ears, this sounds, well, backwards.

It’s perfectly understandable pride, though: they’re identifying with those rare American literary writers who’ve hit the big time. Alice Walker, for instance, or Annie Proulx. Thomas Pynchon. Philip Roth. Toni Morrison. Some might suggest early John Irving as well, say pre-1976. (Although if you want to start a vigorous debate in any circle of publishing professionals, ask whether they consider THE WORLD ACCORDING TO GARP literary or mainstream fiction. I’ve seen grown men come to blows over this burning issue.)

Feel free to start a list of your own, counting on your fingers and toes, but remember to include only living American writers: no fair wiggling a piggie for Alice Munro, Salman Rushdie, or anyone currently occupying space under sod.

How did you do? Unless you are the type of reader who rushes out and buys every volume on the Pulitzer short list, or are an inveterate fan of literary fiction, I’m guessing that you probably didn’t run out of tootsies before names stop popping to mind. Bless the writers who have experienced major success with literary fiction, but there aren’t all that many making a spectacular living at it.

And frankly, pretty much all of them published a few largely unrecognized books before hitting the big time. Some of them, too, are literary fiction authors who have written mainstream books, rather than making it big with their former style of literary prose.

Pop quiz: who out there read Alice Walker’s MERIDIAN before THE COLOR PURPLE came out? Step forward, so literary fiction writers can add you to their mailing lists. Heck, so they can build you a monument.

To cite a more recent crossover book, the pros categorize THE ROAD as literary fiction, because that’s what its author’s previous books were. But if it were a new book by an unknown writer, I think there would be genuine debate over how it should be labeled: its use of language is undoubtedly literary; its essential storyline is classic futuristic fantasy; it’s a bestseller. So should the title page say that it’s literary fiction, SF/fantasy, or mainstream fiction?

There’s no easy answer, but if I were pitching it, I would take the cynical route. I would bill it as mainstream most of the time, since that’s a category that sells well, as fantasy to agents who represented that, and as literary to the tiny fraction of agents interested in it.

Because calling a book literary will not help sell it to most agents. Or editors, for that matter, unless they are specifically interested in literary fiction.

The moral: ALWAYS check if an agent has a proven track record of representing literary fiction before even BREATHING the phrase.

Another group of writers who have an especially hard time categorizing their work are writers who write literate books about female protagonists, aimed at female readers. Even if the writing is very literary indeed, they often find their work billed by agents and editors as women’s fiction.

Why might this be problematic, potentially? In the popular mind, women’s fiction tends to be (incorrectly, from the industry’s point of view) regarded as synonymous with romance, it can come as something of a shock to the writers in question.

Often, they’re insulted, but take a look at the statistics: women’s fiction is far and away the consistently largest category, in terms of sales. However, that’s a trifle misleading, because women buy roughly 80% of the fiction sold in this country.

Including, incidentally, virtually all of the literary fiction. But then, if we were just going by sales, all fiction EXCEPT suspense, thriller, some mysteries, and some SF should properly be called men’s fiction; women are the primary readers of almost everything else.

So if a book is about a woman, and intended for female readers, is it automatically women’s fiction, no matter how it is written? Well, no, not necessarily: if it falls more comfortably under the rubric of a specific genre, it belongs there. (If you do not know whether your novel belongs under women’s fiction or romance, go ask the Romance Writers of America; they will be able to tell you a whole lot more about the various and ever-expanding subgenres of romance than I could.)

Technically, the differential between mainstream fiction with a female protagonist and women’s fiction really depends how important the relationships are in the book: if we’re hearing a lot about the protagonist’s mother or her children, chances are it’s women’s fiction; if we’re hearing primarily about her work, it’s probably not. But truth compels me to say that I have seen what I would consider very mainstream fiction about female doctors and professors labeled as women’s fiction, evidently simply because the author was female.

I suspect this may sound rather familiar any woman under the age of 45 who attended a writer’s conference during the height of the chick lit boom. Remember, ladies? To fill you in, gentlemen: back then, to walk into a pitch meeting with active ovaries was to be told that if one was not writing chick lit, one ought to be. It was grim.

Or, as one agent put it to me after hearing my pitch for some very serious political fiction, “Honey, why do you want to be poor? If you call it literary fiction, maybe a thousand people will read it, but add some humor and slap another label on it, and it could be the next BRIDGET JONES’ DIARY.”

And although I believe that my response to her contained several pointed references to going over to the dark side (I am no fan of the Jones), from a marketing point of view, she definitely had a point. Labeling work as literary DOES render it harder to sell; insisting upon calling a book mainstream when there’s a women’s fiction agent clamoring for it is a bit quixotic.

If you’re uncomfortable with the women’s fiction label — which, again, is an indicator of a book’s target market, not a value judgment about its writing quality — you could engage in a bit of strategic equivocation. When in doubt, “mainstream fiction that will appeal especially to women” is about as much as it is safe to waffle in a pitch; if you really want to be Machiavellian, you could always pitch such a book as mainstream to agents who represent mainstream and as women’s fiction to those who represent that.

Hey, I’m on your side, not theirs. I want to see you land an agent.

I think situational category-hopping is a legitimate strategy in general, to tell you the truth: if your book honestly falls into more than one major category, use the category that best suits your needs in the moment. If you have written a comic horror novel, there’s nothing to stop you from billing it as humor when you were pitching or querying an agent who represents humor, and describing it as horror when you are approaching one who represents that.

After all, the book category label is there to help market your book, not limit it. Right?

But don’t worry, literary fiction writers — I’m not going to leave you in the lurch. Tomorrow, I shall give you some tips about how to tell if a book is in fact literary fiction, or just well-written, and how to present it if it’s the former.

In the meantime, keep up the good work!

Posted on - No Comments on Book marketing 101: identifying your work in terms the entire industry can understand

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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