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Selling Tools

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Blogger: Wendy Lawton

This month is the now famous NaNoWriMo, National Novel Writing Month. This is the month many around the world will be focusing on writing a first draft of their novel. I don’t want to pile more on anyone’s already full writing plate, but I just want to remind you that the manuscript is just one component of the elements a writer needs in order to sell that book. You need to also create selling tools.

Let’s review what you will need:

dreamstime_s_21870167Hook— this is a succinct “elevator speech” that describes your book in a couple of sentences. For samples of hooks, look on the back covers of many books for those two or three concise lines that make you want to buy the book. You’ll use this hook to talk about the book, you’ll probably include it in your query and it will be part of your proposal. A key selling tool.

Back Cover Copy— this is a compelling paragraph or two that describes your book— a longer version than the hook. Again, check out the back covers of books in your category or genre to see samples of great back cover copy. This won’t necessarily end up being the back cover copy for your book but you’ll draw from this for your query and include it in your proposal. If your book goes further, agents and editors will use this to help them sell the book.

A Great Bio— you’ll pull from this carefully crafted bio for your query letter and include it in your proposal.

Query Letter— This is that much-dreaded one-page letter that has three concise paragraphs: the hook, the mini-synopsis (like your back cover copy), and your writer’s biography.

Proposal— This is the “business plan” for your proposed book. If you want to dig deeper into how to write a proposal just look here, here and here. These are a few previous blog tutorials on how to write the fiction and nonfiction proposals.

For fiction proposals— you’ll need both a synopsis AND the full manuscript before seeking an agent or sending to an editor.

For nonfiction proposals— you’ll need a chapter-by-chapter summary and a writing sample consisting of the first three chapters.

This may be a review for some of you but we all need a reminder. With each manuscript you will need to create all the components– all the selling tools.

Question: Do you think of these selling tools as parts of the bigger package? Do you have a file folder (either a physical folder or a computer file) that includes all these components for each book? When do you create these selling tools– before you write the book or after it is finished? What other tools does one need?

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  1. Is it better to submit a query (as an unpublished author) with a completed manuscript or is it better to have a clear outline and vision, but only write those first three chapters in case the entire concept needs reworking? I’m working on my first non-fiction book and it’s hard to know when I’ve done a sufficient amount of work to warrant a submission.

    Reply

    • Becky, no manuscript or chapters go with a query. A query is your first contact with the agent or editor. Hopefully they will ask for more. They will then tell you what they would like to see.

      For a nonfiction book you need to have the whole book worked out. This is outlined in the chapter by chapter summary (part of the proposal). Then you send three chapters only with the proposal if requested.

      Reply

    • Sometimes I think we are not very clear with our steps for submission. Details are always on the website but let me give a quick cheat sheet:

      1. Query to agent or editor (if you go to a writer’s conference and they request a manuscript, that counts as the query. Proceed to proposal and sample chapters.)
      a. If no, or no answer consider this agent or editor a no for now.
      b. if yes, they will tell you what they want to see but it will most likely be:

      2. Proposal and sample chapters
      Note: If fiction you must have the full manuscript done but you’ll probably still only send the first three chapters at this time.
      a. If yes for nonfiction, you’re in.
      b. If yes for fiction, the agent or editor will request the full.

      3. Full manuscript for fiction
      a. If yes, you’re in.

      Does that make sense?

      Reply

  2. I have both. The folder on my current computer has the latest (and greatest, I hope) versions of the tools. I have a paper file with the best of the past versions. When I feel stuck in a rut, I read through my paper file. The basic bones are recognizable, but I think, “Silly girl! You thought this was a finished product? Ha!”
    * Once or twice, I’ve stumbled on a well-turned sentence and wondered when and why I let it go. And I sent it back to the future.

    Reply

  3. I usually think about these things in the editing process. After yesterday’s post, I may start a public Pinterest board on my story.

    Wendy, I love being an American, and I appreciate our veterans. The story I’m writing involves veterans. I’ve started following Twitter accounts focused on our military and veterans. I want to encourage them, but I don’t want to seem self-serving as I research and try to reach a new audience. Do you have any suggestions?

    I’m also reading Marcus Luttrel’s book Service, and so many men and women serving have a deep faith. I hope to convey that in my story also.

    Thanks for sharing these tools.

    Reply

    • Jackie, I would very strongly recommend Jonathan Shay’s books on PTSD in veterans – “Achilles in Vietnam” and “Odysseus in America”. They’re very readable, and Shay does a superb job of addressing a question that has no real answer.
      * If there’s any way in which I can help, please contact me; I have a pretty big library of books relating to veterans and PTSD, along with my own experiences. Email is tempusfugit02 (at) gmail (dot) com. (Wendy, I hope it’s OK that I say this, and give my email? I’m working the spirit of writers helping writers, but if giving contact info violates Books and Such preferences for the blog, I apologise; I didn’t know how else I might do this.)

      Reply

    • Jackie, I don’t think it will seem self-serving if it’s not. If it’s real it will show. I think of Sarah Sundin and Tricia Goyer who both do WWII stories. I can’t tell you how many real friends Tricia made of those greatest generation veterans. Real friends who’ve supported her books but she has been there for their triumphs as well. Sarah is the same kind of writer.

      With seeking readers/ influencers if we give more than we get, we’ll come out okay. It needs to be real.

      Reply

  4. I’ve often wondered about the ‘old school’ resumes and the importance of references.
    In my pitch sessions at ACFW, I was blessed to be able to hand over a letter of endorsement from someone. That letter raised at least 4 eyebrows ( an odd number would be, you know, awkward) and certainly grabbed the editors’ attention.
    I am well aware that endorsement letters for a pre-pubbed writer are very hard to come by, and am extremely grateful to be in a position to have one. Did this letter immediately procure a 23 book contract? Nope. But it did add some firepower to my arsenal at the pitch.

    Reply

    • Those pre-pub endorsements certainly can’t hurt. They show you are connected and beginning to garner a network of influencers at the very least. But you are right that they are difficult to get because well-known authors or industry personalities get hundreds of requests for published books and have to turn most of those down. Pre-pub is even harder.

      Reply

  5. I’ve got files dedicated to each item, with relevant downloads and copies of web pages on how to make them better.
    * But I think perhaps you’ve left out the two most important selling tools of all –
    1) The knowledge that one has done the absolute best work of which one is capable on the manuscript
    2) The acknowledgement to God that the work in question is in His Hands, and always has been – the writer is the instrument, and not the guiding Hand.

    Reply

    • Sorry, should have been ‘folders’, not files.
      * The folders include worksheets that help develop the hook, back cover, and synopsis – such as an Excel spreadsheet that identifies the characters, along with their motivations, strengths, weaknesses, and story/faith arcs, and a template of questions that must be answered, like “What are the major and minor conflicts?”, “When is the major conflict introduced?”, and “what drives the protagonists apart / brings them together?”.
      * if I had the capability and the need I would have myself filmed (or film myself) making an elevator pitch, and save the video files for study. Practice may not make perfect (God alone does THAT) but practice can make one more comfortable.

      Reply

      • I like the idea of analyzing how you are doing with these tools, especially filming yourself. Of course, as anyone who has pitched to me in person will tell you I generally would rather just hear about the book rather than listen to an oft-practiced elevator pitch.

  6. I wrote the first draft of my first novel for the 2013 NaNoWriMo. I did so without much forethought. Total panster approach. And I knew close to nothing about formulating an intentional process. I had none of these other elements down on paper. Just last month, I finally finished catching up, so to speak. Thanks to the wonderful advice I’ve found here (thank you!!), through ACFW site/conference, fellow author friends, etc. I am now a firm believer in the power of these tools to keep your focus strong. I am working on writing these elements before I dive in too far into book two. It’ll be like having a cheat sheet throughout the draft process.

    Reply

  7. Great post, Wendy. 🙂 I think these tools are a big part of the package, but not the entire package. We also have to have confidence that what we’re pitching is our best work.

    I have some of the necessary elements in electronic files for my stories, but not all of them. I think that’s my next area of focus—is preparing each of the tools you shared about. Thanks for the links, too. I’m looking forward to studying them. 🙂

    Reply

    • I like to think of all of these as components of the whole. Before you consider yourself ready to sell the book you need to have each tool developed fully.

      Reply

  8. My name is Shelli Littleton, and I’m an over-writer. 🙂 This writing process is amazing … and we need a learning spirit. It so much parallels to this life … bending, changing, growing, relinquishing, bowing, rising. We are part of that bigger package.

    Reply

  9. This is a great reminder that I need to fine-tune some of these tools for my second novel. Computer files and Evernote folders hold the material I’ve worked on thus far. Another tool one might need is current social media numbers.

    Jennifer brought up the importance of having an endorsement letter. Is this especially golden for debut authors? This is such a huge commitment (and dare I say, risk) on the part of the published author. What a blessing to have the backing of someone who is well known and respected in the industry. Wendy (or Jennifer), do you have any tips on how we can humbly yet boldly approach someone about this?

    (The second and third link you shared about how to write a proposal leads to an error page)

    Reply

    • Hmm. I’ll look into those errors.

      I don’t know that the endorsements are necessary at this point. For a novelist, it’s all about the writing. The tools just get the eyes to turn to the writing.

      Reply

    • Begging works.
      Okay, totally kidding on that one.
      I think humility is the secondary aspect. The primary is genuine friendship. A sincere, “not in this for anything other than being friends” kind of bond.
      One that has writing as ONE element of your relationsip. And even though that may have been your catalyst, it isn’t the cement.
      It took a HEAP of guts for me to ask this friend to write an endorsement, but she simply laughed off my nerves and told me to snap out of being nervey about asking her anything. Because we were friends and anything she could do to help, she’d do.
      That was hard for me to accept.That my work was worthy of ANYONE endorsing it. Because, like, we’re all just so full of confidence right before we offer the world our book baby.

      Reply

  10. Thank you, Wendy, for the review and links. I’m still in my housecoat because I’ve just completed my NaNoWriMo entry for the day (5473 over-written words so far… winks at Shelli).
    I’ve pinned this wonderful post.
    A tool I would add is a file to record agency responses to our queries or manuscripts. Comments and suggestions by agents are gold, and we’d be foolish not to followup on an invitation to resubmit etc.
    Blessings ~ Wendy Mac

    Reply

  11. I have a submission materials file for each story that has each of these elements in it. I create the file right away as I am writing the book and that way I can stick any notes or ideas I have into my file to come back to later when I am actually creating the polished proposal. I usually work on it off and on the whole time that I am writing and polishing a ms.

    Reply

    • I like that you are building this as you write, Kristen. Keeps you thinking about the big picture while working on the story itself.

      Reply

  13. I have published 2 books, working on 3. Have a website, but am not a savvy marketer. Need help promoting and getting book 3 to a publisher. Also, I have a finished children’s book complete with art, need to secure a publisher for it.

    Reply

  14. I feel the query letter is the hardest part and am having the hardest time writing one. To me, writing a book is a lot easier. Yes, you can pay people to write one for you or help you with it, but there is a limit to what you should spend to get your work out. I have a couple books done and ready to go if I can get the grabber query letter done right. Argh lol.

    Reply