How NOT to pitch…

Imagine the letter in itself is a series of hooks – you want the agent or publisher to keep reading, because each sentence is more compelling than the next.

Early in my writing career, I asked to look at some of the submission letters my publisher received (they weren’t actually open to submissions but people sent them anyway). I imagined I might spot an amazing book in what they call ‘the slush pile’.

Instead, I became disillusioned within a few minutes. The writers were making so many mistakes that would immediately turn the reader off. Since then, I have spoken to countless agents, and also chaired many panels of agents at writing conferences, and the same big no-nos crop up every time:

• Using the impersonal Dear Sir/Madam, or getting a name wrong, or forgetting to take out references to another agent in the body of the letter. (Impersonal)
• Boasting or making wild claims about how many books they are going to sell, how Hollywood will be clamouring to make the film, and especially, how much better your work is than the agent’s existing clients. (Unprofessional)
• Pitching multiple projects across different genres – further into your career, you may well write in a variety of markets, but stay focused in the first submission. (Unfocused)
• Adding in irrelevant or fictitious praise: your mum, friends or children will always tell you they love what you’ve written. Only mention praise from published writers or other industry figures – and don’t invent prizes, because the agent is likely to google you. (Unprofessional)
• Mentioning previous rejections or near-misses. Also, any kind of negativity about the publishing industry: yes, all authors moan in private. But any mention of agents conspiring to keep out new writers, for example, makes you seem paranoid. (Unprofessional)
• Demanding to be read immediately. You should mention if you have had genuine interest from other agents (no need to name them) or media, and explain any time pressures. But do this in a professional, straightforward way, so the agent can consider whether to put aside existing work to read yours. (Unprofessional)
• Go into too much detail about you, instead of your book. Yes, agents want to know your background through a short bio BUT unless you are already a household name in another field, or have 50,000+ YouTube or Instagram followers, your book is what counts, (Unfocused)

The positive side of this is that when you avoid these traps, your email will be read and the agent is highly likely to respond. Does it guarantee they’ll love your book? No. But it does dramatically increase the chance that your manuscript will be requested and taken very seriously.

Focus on being:

• Professional: an agent wants to know you will be receptive to ideas and easy to work with, and ideally that you are aware of the market and the industry you’re going into. Doing this course means you are all those things!
• Personal: an agent wants to feel wanted – that you’ve made a choice to approach them, and have researched them, rather than plucked their name – or just their agency – at random from the internet.
• Powerful: the book is the most important thing – hooking them with your idea and description is what this course has been focused on. Wow them with your idea and you will be asked to submit your manuscript.