Pitching Formula for Success—Do Your Homework

By Nicci Yang, WIW Webmaster

Though presented with dozens upon dozens of unsolicited manuscripts, as well as hundreds of query letters, literary agents are always looking for new ways to find fresh, talented writers. A face, a handshake and a voice to go with a manuscript can move things along. Now more than ever, agents are attending writers' conferences to make that unique connection with their next prospective client.

At  WIW's June 14, 2008, Writers Conference, writers will have the opportunity to meet with some of these agents. The 10-minute pitch sessions will offer writers an opportunity to make their pitch in person. Ten minutes to impress an agent may be daunting. Don't get caught up in that timeframe. Prepare yourself for the meeting and make the most of each minute.

Agents will meet with dozens of writers that day. Make sure your meeting is the one that stands out from the rest.

Before The Meeting

LEARN WHO'S WHO: Do your homework! Read the agent bios and familiarize yourself with their literary markets. If they have a Web site, visit it and visit it often. Check out the agent listings in Jeff Herman's Guide to Book Publishers, Editors & Literary Agents. Agents want you to know about them before you meet them. There is no such thing as knowing too much.

FIND YOUR LITERARY MARKET: Figure out what book category/genre your writing fits into and what books are selling well in that category. Study the market to understand why certain books sell better than others. Find out who the agent's clients are and, perhaps, even buy one of their books.

FIGURE OUT YOUR HOOK: A hook is a one-sentence tagline of your book. Ken Ackerman, author of Boss Tweed: The Rise and Fall of the Corrupt Pol Who Conceived the Soul of Modern New York—a 2005 New York Times Notable Book—said "For a book to be good it has to have a point, and if you can't explain your point [in one sentence], then there's probably something wrong with your book." The best way to understand a hook is to read some of the loglines of some recent bestselling titles:  

House of Sand and Fog

When Massoud Amir Behrani, a former colonel in the Iranian military, sinks his remaining funds into a house he buys at auction, he unwittingly puts himself and his family on a trajectory to disaster; the house once belonged to Kathy Nicolo, a self-destructive alcoholic, who engages in legal, then personal confrontation to get it back.

Bridges of Madison County

When Robert Kincaid drives through the heat and dust of an Iowa summer and turns into Francesca Johnson's farm lane looking for directions, the world-class photographer and the Iowa farm wife are joined in an experience that will haunt them forever.

The Corrections

When family patriarch, Alfred Lambert, enters his final decline, his wife and three adult children must face the failures, secrets, and long-buried hurts that haunt them as a family if they are to make the corrections that each desperately needs.

BE READY TO ANSWER QUESTIONS: It goes without saying that there will be questions. Not only will agents want to know about your work, they will want to know about you. Don't wing it. Be prepared to answer. Some sample questions are below.

For fiction:

• What is your publishing/writing history?
• What is your novel's market potential?
• What kind of readers will it attract?
• Is the novel character-driven or plot-driven?
• Have you completed your manuscript? If not, when do you expect to complete it?

For nonfiction:

• Why do you believe there is a market for your book?
• How is it different from already-published books on similar topics?
• What are your qualifications for writing it?
• What ideas do you have for marketing it?
• Have you completed your manuscript? If not, when do you expect to complete it?

PRACTICE, PRACTICE, PRACTICE!

Practice makes perfect! Prepare your pitch and avoid lines such as: "I am an unpublished author" or "You probably won't like this, but..." Practice your pitch in front of the mirror. Practice it in front of your family and friends. The more you practice, the smoother the pitch will go when finally presented. By not worrying about your pitch, you'll have a greater ability to focus on unexpected questions that may come up during your session with the agent.

At The Meeting

REEL THEM IN: Dress well, wear a smile and be positive. Greet the agent with a firm handshake, introduce yourself and thank the agent for his or her time. Then, equipped with your research and preparation, let your personality shine through.

BE NATURAL: Don't get so caught up in your pitch material that you forget to be personable. Connect with the agent. Ask the agent a few questions about his or her personal interests. Perhaps you have something in common. Run with that.

DON'T BE OVERCONFIDENT: It's wonderful that you are excited about your project, as you should be. And yes, it's a tough market out there. However, that isn't an excuse to behave like an egomaniac. Don't be boastful and confrontational. Avoid negative remarks.

IF YOUR WORK APPEALS TO THE AGENT: Don't become so excited that you stop listening to the agent. Take notes. Ask what next steps you need to take. Be specific. Ask when you will hear from them again. Ask for their contact information. Remember, this is only the beginning.

IF YOUR WORK DID NOT APPEAL TO THE AGENT: Don't take rejection too hard—this is just one agent's quick assessment of whether or not he or she has the right sort of publishing connections to sell your work. It doesn't mean that your work has no marketing potential. The agent might not be the right agent for you. Meeting an agent is a worthwhile experience. It allows you to practice your pitching skills, and take the opportunity to get feedback from the agent. Ask what it was about your writing that made the agent decide not to represent you. (Do not take the agent's answer personally. Some agents don't like certain genres.) If your genre is not of interest to the agent, ask if he or she will recommend other agents who might be interested in your work.

REMEMBER: Be on time! Bring pen and paper to take notes. Bring your business cards. You may pitch more than one project as long as you stay within the time limit of 10 minutes.

GOOD LUCK!