Tag: pitch

To Pitch or not to Pitch?

Conferences, Ink Slaying, Kim Koning, Notes on Wrestling The Muse, Querying/Pitching, Writing
Delivery of the baseball from the pitcher to c...
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Pitch 101

(Aside: This will be a long post but you may learn a new way to pitch your next story. Let’s find out how to hook that agent/editor.)

Recently, I attended a writing conference. Now, why do writers attend writing conferences? For the camaraderie of fellow writers. For the many workshops on offer. To meet and greet your favourite authors, editors and agents. Yes to all these reasons. For me the biggest draw-card of a writing conference is the opportunity to talk to agents and editors about your book/s and your writing. This is when the inevitable question will present itself to writers:

To Pitch or not to Pitch?

How many opportunities do you get to pitch your WIP face to face with either an editor or an agent? If you answered zero to none, that would be pretty accurate. So if given the opportunity to pitch, why would you say no?

There is a clichéd saying that you should not look a gift horse in the mouth. The same could be applied to the Pitch appointment. The first rule when offered the opportunity to Pitch is:

  • Take the chance. Take the Pitch.

What is a Pitch? Is there a right or wrong way to Pitch your WIP?

A pitch is basically your sales pitch for your WIP. This is your chance to sell your story. I think a lot of writers have confusion around Pitching. Yes, your WIP is your baby. But that is only while you are writing it. When you start the editing process your “baby” needs to become your “product”.

A year ago I wrote a post on my creativity blog called:

Publishing your book: Be market savvy. Be reader savvy. 

“Your WIP is finished and is perfectly edited. It is submission time…Suffice to say, the creative end of the process is basically complete but now the business end of the process begins. Your precious WIP that you have spent hours of grueling energy over is now just a “product” in the “shop of publishing“…Writing your book is a creative and personal process. Submitting your book for publication is a marketing game. Publishing your book is a sales game…”

So the biggest disservice you can do to both your WIP and your pitch is to still think of your WIP as a “baby”. But I hear you say that you have never been a salesman; that you don’t know how to sell your book. Have you ever gone for an interview? Have you ever applied for a loan? The chances are you have done at least one of these things. Which means you have sold something: you sold yourself as an investment product. Aren’t you trying to get an agent or editor to take your book on to publishing? Then you’re selling. You are the best salesman for this job. After all nobody knows this manuscript like you do.

So is there a right way or adversely a wrong way to pitch your manuscript? I think that there is a right way that will at least get the agent or editor listening to you intently. I am going to teach you how to sell your WIP to that next agent or editor that you pitch to.

F.A.B.G.

  1. Feature
  2. Advantage
  3. Benefit
  4. Grabber

This little acronym is one that is well known to the sales industry across the world. It is an acronym that I used to train people in selling and turning “lookers” into “buyers” when I was in the sales industry. But this is also an acronym that you can use in the Pitch session. So do you want to know what this acronym means and how it will change the way you look at Pitching? Well I am going to tell you anyway. So if your WIP is your product, how are you meant to sell it? This is how.

  1. Feature

Your book is your product but it is not your feature. Your feature is that one aspect of your WIP that will make an agent or an editor want to take this book on. So you have to figure out what your feature is. It may be the specific genre, it may be your intended market, it may be your plot, it may be your POV, it may be your characters. Your feature is that one feature of your book that makes your book marketable and readable. So find out what your feature is.

Example: Product = Pen  | Feature = Ball-Point Pen

  • Advantage

The advantage is what advantage does your book’s main feature have that will have an agent/editor peering up with interest. This must relate to the feature you have chosen to sell/pitch. 

Example: Product = Pen | Feature = Ball-Point Pen | Advantage = Ball-Point pen with a Fine writing tip

  • Benefit

The benefit will make the difference in whether your WIP is the right manuscript for that agent/editor. In other words, how will the feature’s advantage benefit the customer. The customer in this case being the agent/editor.

Example: Product = Pen | Feature = Ball-Point Pen | Advantage = Ball Point pen with a Fine writing tip | Benefit = writes legible words with ink that will not run on most surfaces.

  • Grabber / Clincher

The grabber is that last GRABBER of a selling pitch. It is what will make the agent sit up and start nodding his/her head without even being aware that they are agreeing with you. The Grabber is basically a summing up of feature + advantage + benefit rolled up into a short, concise and assertive statement.

Example: Product = Pen | Feature = Ball-Point Pen | Advantage = Ball-Point pen with a Fine writing tip | Benefit = writes legible words with ink that will not run on most surfaces | Grabber = Don’t you want your pen to be able to write on most surfaces without running?

  • The second rule is: Dance according to the tune.

This means knowing who you are pitching to and what you are pitching. This means doing your homework before the pitch session. Find out what other mss this agent/editor has signed. What do they like? What don’t they like? This also means knowing where your WIP fits in when compared to other books in the same genre. If you are writing a YA, you do not want to be pitching your book in a monotoned professor-like voice (actually in most instances you do not want to be pitching like that). Pitch it in way that it will appeal to Young Adults. This is what will make your pitch stand out in the agent’s/editor’s mind. 

  • The third rule is: First Impressions count.

Be professional: in both grooming, attire and body language. Be punctual. If you do not have an appointment, pitch at an appropriate time – not in the bathroom. (Don’t hijack the agent/editor. The right time will present itself usually by them being interested in you while chatting.) Be concise in your pitch. Be market savvy: if the agent/editor asks you who is the market for this book, you need to be able to answer without hesitation. Be assertive. Be confidant but not arrogant. Sell not preach your book’s idea/s. Be gracious.

  • The fourth rule is: Short but Sweet.

Be salient and succinct in your pitch. Use only the most necessary plot points and talk about only the protagonist and antagonist in your story. At most pitch sessions, you have 10 minutes to pitch your WIP. Use that time wisely. A writing partner gave me the best advice:  sum up your story and the main conflict + climax in 1 sentence. If you have picked the correct sentence, the agent/editor will ask you to elaborate and if you get to that stage, half the battle is won already.

Good Luck with your next Pitch. Just remember that once you are at the Pitch stage, your book is no longer your “baby”, it is now your “product” and you have just been made a salesman. Other than that, you need to realise that it is still up to the agent/editor whether they want your particular WIP. Do not despair if your pitch failed. It may be that it is the right story, wrong time. Keep on persevering. Keep on pitching. Those are the most important rules of thumb.

Share some of the insight you may have from one of your pitches. Why have some pitches been more successful than others?

[Aside: At the conference, I followed my own advice and had one successful pitch and one pitch that didn’t take. The one that didn’t take was simply because it was not the genre/market that the editor was looking for. Again, this publishing industry is all about timing and what’s hot and not. You won’t know unless you pitch. Most editors/agents will give you some good feedback. Of course just because a pitch is successful, does not mean the end of the journey. It is only the second step. The first was finishing a full novel in the first place.]

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Writing Conference 101

Conferences, Ink Slaying, Kim Koning, Notes on Wrestling The Muse, Writing Tips

Writer Wordart

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It has been a week since my annual writing conference. It has taken me this long to have all the conference workshops marinate in my mind. This year I was in 2 minds whether I would even be attending this year’s conference. It all came down to the cost. Could I afford to splurge on the writing conference? Would the workshops be valuable to my writing? But in the end, I decided to attend because two favourite authors were going to be key-note speakers. There were also a few agents and editors that I was looking forward to meeting. On top of that, I knew that the weekend would be worth it because I would be sharing the weekend with my writing partner and close friend. I was also influenced by other online writer friends who had just recently attended writing conferences and been completely inspired by them. After a hard two months of work to finish up both my current WIP and editing my writing partners’ WIPs, I was looking forward to some fresh inspiration. There are great advantages to being a full-time writer but I found that I had disappeared into my writing cave and needed some vitamin A in the form some writing workshops.

I had attended conference last year so was a little more prepared this year. Things are always better the second time around. Recently I had been asked whether I thought writing conferences were necessary for writers to attend. My answer was: Yes. But it got me thinking that sometimes you need a helping hand before going to a conference. So I have put together my list of Writing Conference Necessities/Requirements 101. Some of these I adhered to, some I wish I had, some I wish others had. Ah, the value of hindsight.

Writing Conferences 101

  1. Be Prepared.
  2. Choose your list of workshops you want to attend before arriving at the conference.
  3. If you have the opportunity to pitch your WIP – take the chance. Even if nothing comes of it, it will be great experience to have a face-to-face pitch session.
  4. Make sure you catch up on all your sleep before the conference.
  5. Check with the hotel if you can have an early check-in before the conference starts, that way you can settle in to your room without having to carry a whole lot of bags around.
  6. In the same vein, check with the hotel if you can have a late check-out on the last day of the conference: You will need it. By the last day, you are pretty heavy on your feet from all the stimulation and it is a good idea to be able to still have a bed to go lie down in or your own bathroom to freshen up in.
  7. If you have been given books by the keynote speakers and want them autographed, carry them around with you right in the beginning of the conference and ask the authors to sign them as soon as you get a chance. Not all conferences have signing times scheduled in. On top of that, some authors/keynote speakers do not remain for the whole conference and it would be a shame to miss out.
  8. Mingle, Mingle, Mingle. It is so easy to get all clicky at conferences and hang out only with the people you know. But there may be a quite a few newbies there who don’t want to intrude on your little cliques so help make them feel welcome.
  9. Ask questions. This is your time to have a 101 with your favourite author or mentor. Take the opportunity to ask them questions. You may not get the chance again. 
  10. Buy bottled water and take it with you to the hotel. Saves on using the hotel mini-bar and will save you from dehydration from hotel air-conditioning.
  11. Check your room temperature before going to sleep. Hotels notoriously crank up the heat in the evenings in hotel room. This may just save you from a very uncomfortable night.
  12. Take your own pens and paper. I keep a conference notebook that I started for last year’s conference and continued you with this year. Also, the hotel pens are not always the best.
  13. Talk to other writers and ask them what they do,besides writing. You will find out the most fascinating things. I met a writer there who is qualified as an embalmer. Believe me the ideas started by that were endless.
  14. Print up some business cards. Easy to hand out to people and keep in touch. (Failed to do this, even though this is one thing I wanted to do. Next time.)
  15. If you get the chance, talk to the keynote speakers outside of just the workshops. These are some conversations that can really motivate you and can also be easier for the keynote speaker as they are more relaxed and have no time/subject restrictions hindering them.
  16. If there are workshops you want to attend but they clash with another you are already attending, get yourself a conference buddy and ask if they would be interested in switching notes for workshops you both did not get to attend.
  17. If there is a cocktail event, make sure you wear comfortable shoes. These are usually standing events and you might be standing there for hours. Take it from me, you will want comfortable shoes ladies.
  18. Make sure you know what times your pitches are and in what rooms they are. If you are not sure, ask one of the conference organizers. Pitch appointments are times when you want to be your most prepared and professional.
  19. Keep an eye on the pitch appointments. You may find that someone cancels and you can slot in their appointment even if you had not got a pitch with the agent or editor in question. (My writing partner did this and she got full requests from that pitch. So take the chance if you get the chance.)
  20. Make sure you get to the dining areas quickly. Most conferences are buffet  and if you get there late, you may be waiting a very long time in line for some food.

My number one tip though would be to buddy up with someone. Get one of your writing partners to go with you. If you don’t have any, find a buddy at the conference. Half the fun of conferences is sharing them with someone else. Last year I went alone but connected with two writers there straight away.  One of those writers came with me this year. It was our one year anniversary as friends and writing partners. So even if you have never gone to a conference, try go to the next one closest to you. You may just find some lifelong friends. I did.

 

I will be posting a few more posts over the next few days about the workshops I attended so keep your eye on this space. 

What are you favourite conference 101 tips?

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Publishing your book: Be market savvy. Be reader savvy.

Branding, Kim Koning, Marketing/Networking, Notes on Wrestling The Muse, Publishing
On the platform, reading
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This week I have been considering the reader which brings me to consider the writer. Too often as a writer, we tend to underestimate our reader. We do this by adding too much exposition in our dialogue or by explaining feelings. Sometimes you have to give the reader the benefit of the doubt. To be a successful writer you need to remember the skills you have learnt as a reader. (Please tell me that you do read!)

I have spent the last couple of week’s, since the Writers Conference, editing. I have been editing and cutting a lot of my own WIPs. I have also been editing and critiquing my critique partners’ WIPs. To be able to edit, you need to put on your reader’s eyes. As a writer it is so easy to get caught up in the story you are telling. It is too easy to forget, that if publication is your goal, strangers not familiar with your thought processes will be reading your story with the hope of getting caught up in it as well. Since they are not familiar with you as a writer, how will they be judging or critiquing your WIP? They will be judging from their experience as a reader of other writers. In the end, they will be holding up your story in comparison to other stories they have read.

As a fledging writer, you often read and hear, via blogs or direct advice, that you need to know your peers: your market. Does this mean you must copycat other published authors? No. But for anything to be saleable it has to find a market in which to base its pitch.

Think of a bookshop. Is everything just alphabetically arranged like a library? No. The books are arranged by genre and comparative authors/storylines. I love libraries as much as any reader but I do get frustrated when I am just browsing the books without knowing where the genres that I love are placed. If a bookshop were like a library, you would have very few sales in books.

In my day job, I work in sales management. In my daily day-to-day duties, my whole goal is to maximize both the buying experience for a customer as well as maximize my profits by increasing salability. No matter how great a product may be, if it is not marketed correctly – through visual merchandising and advertising – it will not a find an appropriate market for customers. This is particularly true with a brand new product. The customer needs to know what this product is comparative with. Once they have something known to compare the unknown with, you have hooked them much like a fish on a hook.

This brings me back to knowing your peers. Your WIP is finished and is perfectly edited. It is submission time. First you look for an agent. Do you approach any agent? Do you hold a lucky draw for the agent that will love your work? If you submitted your YA fantasy to an agent that specialised in medical thrillers, do you think your bait would take? In all probability, even if the agent is intrigued, the agent will reject your WIP. So how do you know which agent to submit to?

You research. You compare. You do your homework. It is safe to be said that the largest accomplishment of actually finishing your WIP is the hardest part of writing. Suffice to say, the creative end of the process is basically complete but now the business end of the process begins. Your precious WIP that you have spent hours of grueling energy over is now just a “product” in the “shop of publishing“.

Firstly you need to have decided which market you are writing for. Hopefully this thought entered your mind before starting your WIP. So you have decided that your book is going to be the next “Harry Potter” of the publishing world. You need to approach the agent that took on JK Rowling. You will not be approaching John Grisham’s or Danielle Steele’s agent.

You have made a choice on which agent you will be pitching to. Now comes the query letter and the submission. This query letter is your first rung on the sales game. You have to consider that your prospective agent has very little time to waste on reading every submission on the “slush – or unknown writer’s – pile”. So this is your chance to sell your novel. First you have to give them a marketable audience. Tell the agent whose writing you most compare to. Then give the agent a killer sales line that will make them sit up and take notice. In this query letter it is important that you not think like a writer but that you think like a salesman. If you have followed all the rules of submission for the particular agent, you can leave the rest up to them. If they decided that yes, you may have a story that will market to Harry Potter fans but is a different enough story line that it will leave the reader entertained and not bored, you will have hooked your first customer for your book. It is then up to a collaboration between agent and writer to take it to the next level and submit it to a publisher.

Each step of the publishing game from submission to an agent to being accepted for publication is a sales game. It takes market savvy to be able to market and sell your book. You have to realise your prospective reader is going to put down hard-earned dollars to buy your book. Give him something he recognises and then WOW him with something fresh. Think like a reader throughout the entire process of writing your WIP. Are you talking down to the reader? Are you entertaining/boring the reader? Are you antagonizing the reader? Are you leading the reader into a maze in your imagination or are you giving the reader tools to solve this puzzle? Are you giving away too much/not giving away enough of the story? Are you giving the reader the benefit of doubt? Are you respecting the reader?

The reader is ultimately your customer in the business of publishing. Do you want your book to be published and sold? Then respect the reader’s credibility as a customer first and a reader second. After all they have to buy your book before they read it. Writing your book is a creative and personal process. Submitting your book for publication is a marketing game. Publishing your book is a sales game.

Give them something they recognise but give them a new way of looking at a familiar subject. Be market savvy. Be reader savvy.

© All rights reserved Kim Koning

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