There are a billion trillion articles about ways to pitch your book. There are books on how to pitch your book (did someone have to pitch their book on how to pitch books?). There are people in bars who like to recount the story they heard of a person stuck in an elevator with a commissioning publisher from some kind of unnamed publishing house, who managed to speak so goodly about their book in the horrifying metal room that they immediately became a bestseller!
So, wisdom and laziness is telling me that I don’t need to add to the ocean of knowledge that lies on the other end of a quick Google – but experience working in publishing has shown me that PEOPLE STILL DON’T KNOW HOW TO PITCH AT ALL, OH MY GOD THEY ARE JUST SO BAD. I’m not going to go into details, because that would be unprofessional, but take my goddamn word for it. Luckily I work in digital publishing now, so at least I’m spared the envelopes full of glitter or (heard this one the other day from a romance imprint) rose petals. And attaching gifs to your submission email just isn’t as eye-catching. Or eye-cutting. Glitter will cut your eye up a treat. Not that I even take submissions. I’m marketing. Whatever.
I think the pitch is universal, but I suppose my experience as a writer is with small press and lit stuff. Author Steve P. Vincent wrote a great article about pitching his political thriller here, which you should read.
Let’s go into some quick basics:
What is a pitch -
The process of summarising the totality of your book, generally to a few sentences of text, sometimes even a single sentence. What it is not – recounting the story, talking about a thousand ‘themes’ or listing the characters.
For my book, A Man Made Entirely of Bats, I pitched it as a collection of short and micro-fictions which was ‘A comedic, absurdist and entertaining literary interaction with the concept of super heroes and the super strange in our world.’ Short story collections are a difficult breed to pitch, in comparison to something more straightforward like a novel. If I was going to pitch my perennial hypothetical example of the typical Australian lit.novel that I’m never going to write, which I’ve named ‘ Dry Rural Secret Town’ I would say something like ‘In the tradition of Winton and Carey, a man returns to his hometown to discover the reasons why he left in the first place.’
That was a wee bit sarcastic, but you’ll see that there’s a hook there. I am only implying murder, but I think if there was a murder, I would say murder. The ‘name drop’ of Winton does so much – it established a genre for one – if we took that away, we might be looking at crime or even horror. But it also announces intention of marketplace. Winton is a literary writer, but he is also a bestselling literary writer. A publisher might definitely be looking to fill a gap in their selection that a new Winton might fill. They might need another book for November, they might be interested because that kind of book is definitely Aus award bait.
In my one line pitch, I include the words: ‘homage to Kurt Vonnegut, Etgar Keret and Tom Cho.’
Vonnegut, because it uses genre in the pursuit of the literary, Etgar Keret because of its absurdist message and Tom Cho due to its playful interaction with popular culture. All this seems WILDLY embarrassing to write outside of a pitch, btw. What I am really saying with those names is ‘yes, these are literary short stories, but they are accessible and fun and silly and other writers do something like this, and they are doing OK, I’m not a madman.’ I am a madman, but I learnt to stop saying that in resumes and the like a long time ago.
Why is a pitch important -
A pitch is more than just the cover letter to your manuscript. An author needs to be able to understand their book as more than the weird story that lived in their head until they let it out. They have to understand it as a transferrable concept, not just through the medium of human speech, but also as the idea of something a reader wants to read. A pitch is so, so, so important for that crucial first step – getting the book published. It’s the magic sentence that you’re using to communicate with a publisher, or an agent, or whatever. The romance writing community, which as as per usual, is several steps beyond any other writing community, have regular pitch sessions at their conferences and conventions. Publishers come to these and grab pitches their, because the system of communicating books (a pitch) is established and works. And romance writers involved in these communities generally have some education on HOW to do this. Sometimes they even turn their pitch sessions into insane gameshow like events, like deathmatch and survival modes. It sounds intense and horrifying.
But, even beyond that first step, but also linked with it, is communicating who will be reading this book, who your audience are, what the genre is, what the style. How you are going to reach those readers. I am very, very, carefully stepping around using words like ‘product’ or ‘sales’, because I know that idea is abhorrent to a lot of holier-than-thou writers. But the goal is to have people read your work, and because of commerce, that means buying them. Understanding your book as something you will be working hard with to reach readers is crucial, and something that is increasingly more important to communicate during your pitch. For me, I talked about some markets, in Australia and abroad, and I submitted a marketing plan with my manuscript of ways I plan to reach them. Keep in mind that this is a collection of comedy short stories – the only thing that I can think of that is more unpalatable to sell would be poetry. Or a collection of short plays maybe. Or a 200,000 word description of poo.
I sent my manuscript to five publishers, and received an answer from four, and three decided on the strength of my pitch that they wanted to read my manuscript, and Spineless Wonders bit fairly early, and I decided I liked their style a lot. But my publisher at Spineless said that the marketing report was the reason she actually decided to read the manuscript, because she wasn’t currently looking for more books. So, I feel like my first experience pitching my own book was fairly positive.
Anyway, there’s a lot more ‘specific’ articles I mentioned, which will tell you what to include in your actual pitch, but I think I’m done here. I am happy to answer questions. There’s a good chance that publishers, who actually RECEIVE pitches might think my whole stance is missing several important things. I’m ok with that. This is mostly about my experience, and that’s all we can ever really be sure of, you know? Deep. That’s probably the tagline of ‘Dry Rural Secret Town’.