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Pitching a book to a publisher? Chances are you'll emphasize two things: 1) your big idea and 2) your credentials -- your talent, expertise, experience, etc....
But if that's all you're doing, you're missing the third, most important element -- your market.
Consider this story:
You may have heard of David Meerman Scott, the guy who got a lot of buzz with "The New Rules of PR" e-book he offered for free from his Web site (the offer still stands). Well, it's about to become a dead-tree book in a matter of months.
Just a few months ago, he pitched the idea to an agent via e-mail. Here's the amazing part: 20 minutes later, David got a reply from the agent; by the end of the day, they signed a contract.
Unheard of! In just two months, David had a book deal, backed with marketing support that's unprecedented for this publisher.
Why? Why was the agent so eager and how did David land such an attractive deal?
Because his book proposal came with a built-in market. In his initial e-mail to the agent, David explained that "The News Rules of PR" had racked more than 100,000 downloads, had been featured in more than 200 different blogs and had been commented on by more than 1,000 people on those blogs.
In effect, David's book was pre-sold. That's why the agent wrote back in 20 minutes and why the publisher is so eager to run with the book.
So sure, next time you pitch a book, describe your idea and articulate your credentials. But if you really want prompt attention and a lucrative deal, bring a market to the table. Demonstrate your book's viability -- that there are thousands of readers already primed to buy it. Because in the end (and in the beginning, too) that's what publishers really want to hear.
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Comments
Jonathan,
Well said. This goes along with Tim's post that asks "Is Marketing a Four-Letter Word?. I have sat on both sides of the aisle, author and book editor. If the writer does not or cannot describe his work's market and at least a few marketing strategies, the query likely ends up in the "forget it" pile. Publishers are not non-profits and as the author, I am in the best position to know who will buy my book.
Posted by: Lewis Green | 10.12.06
This is sound advice that can go into many different realms.
Posted by: bill | 10.12.06
I often wonder why agents are needed at all then? If the publisher isn't going to sign you up without you doing a lot of the work, what's the point of having an agent? Just for the relationships?
Note: I have nothing against agents. I simply can't figure out why they deserve that % if I'm doing most of the work?
Posted by: Jim Kukral | 10.12.06
Great post and so timely. We just had the discussion about what good blogs could do for books and authors... perfect example of how to use a blog to sell a book- at least to the publisher. Now the publisher will expect results, but this is certainly worth watching. If the book does well, I predict we'll see a lot more savvy authors doing exactly what David has done. Awesome!
And, thanks for the mention of my previous post Lewis.
I guess I better hurry up and get that poetry book completed and online fast!
Posted by: Tim Jackson | 10.12.06
Jim,
Good question regarding agents. Maybe the following can help answer your question.
1. Good agents have good relationships and excellent credibility with a variety of publishers.
2. First-time authors usually don't have these kinds of relationships or credibility, so their queries never make it to an editor. They lie in a slush pile forever or, if very lucky, an intern may read your query.
3. Good agents help us tweak our gueries and advise us on our cover letters and stuff such as our marketing strategies.
4. Good agents assign an editor to our MS so it can be in great shape when the publisher receives it.
5. Even published authors (and free-lance writers) benefit from an agent's expertise and publisher relationships.
6. Not only did I benefit from the above; my agent got me a better contract than I would have gotten on my own, even though this is my 5th book.
7. And he placed me with a publisher who cares about my book and won't simply act as the printer.
Ultimately, however, unless you are Bill Clinton, the publishing and the success or failure of your book once published rests on your shoulders.
Posted by: Lewis Green | 10.12.06
Good comments all.
About agents: I didn't use one and I still got my book published. But I knew more than most people do about putting together a winning book proposal, so I already started with an edge.
I also suspect that had I retained an agent, I would have gotten a better contract and a higher advance.
So no, an agent isn't required. But they sure can help.
Also, let's not lose sight of the real lesson behind David's success -- it's not about agents and it's not even about blogs, per se. It's about selling the book before it's even formally written. Agents and blogging are tools that can help, but they're not the only ones. E-books, public speaking, broadcasts, podcasts, and other methods can all contribute to the "pre-sales" strategy. The important point is to have one.
Posted by: Jonathan Kranz | 10.12.06
Wow -- what a fun conversation. Thanks again Jonathan for writing this up.
This was my third book. First one Eyeball Wars: a novel of dot-com intrigue I self published. Second one, Cashing in with Content: How innovative marketers use digital information to turn browsers into buyers I went direct to a publisher (CyberAge books). Now I used an agent for The New Rules of Marketing and PR. So, as an author, I have had a variety of experiences.
Next time around I would absolutely use an agent. They have the relationships, they do the hard work, they are much better negotiators, and most importantly (for me at least), they advise on getting the proposal into the best shape possible.
Posted by: David Meerman Scott | 10.12.06
See David's third paragraph above about why agents are useful. I'll add another reason: they're not your mom. If your proposal sucks, they'll tell you so that you don't waste time and money.
Posted by: Jonathan Kranz | 10.12.06
Jonathan, love that "not your mom" part... awesome and true.
(When I showed up in the New York Times article, my mom went out and bought every copy she could find and gave them to anybody who would stand still long enough, "that's my son!")
Moms are great publicists, but not the best agents sometimes.
Posted by: Tim Jackson | 10.12.06