Fall 2021 Pitch Intensive
with Brandi Larsen.
Week Three, November 4, 2021:
Today, we built on the homework you completed, looking in detail at the ecosphere of the books that will sit beside your work. We talked about what a comp title is, the complicated dynamics of the publishing industry and its flawed system that uses comps while also understanding the importance of choosing recent, realistic comps (publishers use books they think are similar to yours to run a profit & loss statement predicting how many copies your book will sell and if they can afford your book). And I introduced you to the spreadsheet*. These are the titles published in either hardcover, trade paper, or mass market between 01/01/2018-12/31/2022 (upcoming books are based on when publishers release them to the retailers for pre-orders, often about 9 months before publication date so not all 2022 books are in there now, but it’s a solid start to your #tbr pile). I’ve also sorted by date as well as shared tabs for each BISAC1 categories you selected.
When working with the spreadsheet, ask yourself:
Are the books I named on this sheet?
What other books do I recognize?
How many pages in these vs mine? (Kobo is a nice resource to see word count vs. page count.)
How are sales? (You’re aiming for the sweet spot that is not the #1 NYT Bestseller or a name that’s been on a billboard, but a consistent seller. Finding the right level is hard and will likely get adjusted when you land an agent. It only has to be good enough that they know you understand the market — which you will after this — but doesn’t need to be perfect.)
As a reminder, you can toggle and filter the fields to see all the categories you submitted. You can look at publishers too to get an idea of an imprint’s taste.
Resources
The spreadsheet (this has proprietary data — please do not share outside our class or post).
It’s a large file that was also emailed to you. David was able to open it as a Google Sheet.
The slides.
Your Homework
Utilizing the work you did with the spreadsheet, revisit your list of books like yours. Did you add to it?
It would be a good idea for most of you to do that. :)For a manageable number of books like yours, seek out each book’s blurb on Amazon. Make a comparison to what you wrote in your query letter. What’s similar and what’s different? What tricks can you pick up for your own query? (Note: you’ll find marketing language with flashy descriptors and some adverbs designed to raise your blood pressure. “Mesmerizing, compelling, etc.” That’s the language other people will use to describe your book. Avoid that language if possible in your query. Also note, none of these ask a question to start the blurb. Do repeat that best-of trick.)
Search these same books in the world.
Who's writing reviews? Who is their audience? Where are they? (Social media — Instagram, Twitter, TikTok, YouTube, blogs, The New Yorker, Lithub, Oprah or Reese… etc.)
Gut check yourself with: Do these feel like my book? Is their reader my reader? You’re doing this to understand the ecosystem around your book. With each book you research, you’re developing the muscles to see how your book can be positioned, who to surround yourself with to fish in the pond where your fish are, and the type of messaging (and platforms) that work for your reader.
Revise your query as needed.
I’m only requiring asking you to turn in your query. The rest of the work is for you. Do share with your group and help each other puzzle out the pieces. When editing your query, pay attention to all the details. Does each word carry its weight?
Homework is due by 12pm EST on Wednesday, November 10.. Please share via the form on this page.
We will be workshopping your queries in the order submitted.
*The spreadsheet uses data compiled from Publisher Alley, a paid service of Baker & Taylor. Note: Baker & Taylor is a distributor with a focus on libraries and independents — it does not include Amazon or Apple. Because I only pulled print books, genres with large digital audiences (in e and audio), will appear to have skewed sales numbers. From their website: Publisher Alley features all book titles published since January 1997 (with sales since January 1999) that Baker & Taylor, YBP, and Majors Education Solutions represent in all channels - retail, library, international, medical and government/other. In addition, Pub Alley includes actively selling deep backlist titles published prior to January 1997. Bookscan is the other reporting system I mentioned — it’s the one that includes 85% of all sales. Authors may apply to access 5 titles for a $25 monthly fee (in addition to a Publishers Marketplace subscription).
Looking at data like this is a lot. This technique may not be right for everybody, but this type of work was similar to what I did when looking at author acquisition at PRH. I arm you with these tools to empower you to understand the market where it is right now and make the best decisions you can from what you see…instead of inside the publishing black box where too many authors find themselves. If you don’t see a ton of books in what you think is your genre right now, try not to get discouraged. And, if you find yourself getting overwhelmed, reach out to your partners or me. I know you’ve got this and I believe the world needs your work.
Questions or comments? b@brandilarsen.com
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Week Two, October 28, 2021:
Today, we looked at our hooks, working to ensure that the who, what, and twist are really clear. Thank you all for your insightful comments with each other and for finding that delicate balance in which you’re holding the writer’s work with both respect and an eye for questioning.
Here are some of the resources I mentioned:
Homework is due by 12pm EST on Wednesday, November 3. Please share via the form on this page. Work with your group.
Questions or comments? b@brandilarsen.com
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Week One, October 21, 2021:
What a joy it is to have you in class! Thank you for showing up, working to make our community a better place, and for the intensive work ahead as you polish your queries. I can’t wait for your books to be out in the world!
This is the place to look each week for resources I mention in class. As a reminder from our class agreement, please do not share the resources outside of our classroom circle.
Here are some of the resources I mentioned:
Pitch Partnerships:
David and Sarah
Catharina, Connie, Jing and Melissa
Brian and MichaelHomework:
When thinking about your current query letter, answer these questions in the form boxes on this page.Do I have the elements?
What is my hook?
Who is my audience?* This is a hard question and one we’re going to tackle in class so don’t stress — I’m interested in seeing where you are at this moment.
Be accountable to your pitch partner. Pitch partners, ask these questions of each other. Your role is to help support your pitch partner, who is working to support you.
You’ve got this. Remember, the world needs your work.