Marion and I are on a learning curve.
Come with us as we learn how to prepare our pitch for the conference.
If you're not attending a conference in the foreseeable future, why would you want to know?
I'm glad you asked. Read on.
First you need to know:
What is a pitch?
- A pitch is a brief but pithy description of your article or book
- It's the sampler that makes your listener (or reader) want to know more
- It can be the basis for a query letter
- The words can be used to kickoff a proposal
- Your pitch is ideal material for advertisement on your website
- It's a good marketing tool – on your website or a publisher’s brochure
- The pitch can be used as the blurb on the back cover of your book
- And when Aunt Jemima gushes, “So what do you write?” you can trot out your pitch
Which leads us to:
Who needs to prepare a pitch?
- A writer attending a writers' conference
- A novelist who wants to find a publisher or agent
- Non-fiction witers who have a book drafted and want to get it published
- Any writer who has written any type of article for a magazine or newspaper
- In short, if you are a writer – you!
Why is a pitch necessary? I can describe my work fine on my own.
- Editors, publisher and agents are busy people. They don't have time to listen to your rambling explanation of why your book is set to take over from Harry Potter.
They won't read your book. Come to that, they won't read your article – unless you first convince them it's worth their valuable time.
- You need the discipline of writing your pitch. “Describe your work in one sentence.” That sounds easy enough right? Okay, try it.
I rest my case. If you can't describe your work in a sentence, you won't sell it.
When might you need your pitch?
- At a conference chatting in the passage, over a meal, in the elevator
- If you're about to write a query or cover letter to a magazine or publisher
- If you plan to write a book or novel.
- When you're asked The Question. Remember Aunt Jemima? She has lots of relatives.
Tell someone you're writing and their first question?
“What are you writing?” and the second (or sometimes this comes first)
“Where can I buy your books?”
Randy Ingermanson, pioneer of the now-famous Snowflake method of writing a novel, suggests you start writing by spending one hour (an hour, mark you) writing a one-sentence summary of your novel.
He gives as an example "A rogue physicist travels back in time to kill the apostle Paul." That's the one sentence pitch for his novel, Transgression. (And if you haven't read it, you should.)
So are you convinced? Let's move on:
How do I prepare a pitch?
Actually, you do two.
- The so-called “elevator pitch”. The principal here is you should be able to answer The Question as the lift (elevator) travels between two floors. So you have about 15 seconds, or 25 words, to convince your listener that they want, make that need, to know more.
- A “back-page blurb”. This should be between 50-100 words, and might take a full – gasp! - minute to tell.
That sounds easy enough, right? Well wait. There's more.
What should your elevator pitch tell your listener or reader? Three things that have to be included are:
- Title
- Genre
- Target reader
Sample: Rise and Soar is a 90-day devotional book for those living in the shadow of cancer.
(This is for a book I hope to pitch at the upcoming conference) [Title, genre and target reader]
What should your back page blurb (50-100 words) cover?
- Title
- A hook or bait that intrigues
- The genre. Even if your listener doesn't know the meaning of the word, they want to know if this is a spine-chiller or a book of meditations.
- Target audience. Women in their mid-fifties? Teenagers? People in crisis? Be specific.
- Writer: Why are you the best person to write this piece?
- Non-fiction – Why is this book/article needed?
- Fiction – Why will people want to read this book?
- Any other important factor (Does it cover a significant time in history? Is there an underlying message?)
And you should be able to tell this in one or two minutes.
Sample: Rise and Soar above the Cancer Valley is a 90-day devotional book for those living in the shadow of cancer. [Title, bait, genre, target]
As an RN, Shirley Corder studied this disease and nursed its victims. In her role as pastor's wife, she came alongside patients and their families in their homes. When she received her own diagnosis, she faced spiritual ramifications she didn't know existed. [Writer's qualifications for this project]
Despite the prediction that by 2010 cancer will be the leading cause of death, there are few devotional books dedicated to this disease. [Reason why this book is needed]
Arranged under five categories from 'Diagnosis' to 'Recovery', each meditation includes a Scripture passage, a personal anecdote and three probing questions. [Other factor – layout of the book]
One last thing: When the editor, publisher, or Aunt Jemima pops out with The Question, you can't whip out your answer and read it to them. No, no, no!
You need to
- Write and fine tune them both until you are happy they cover everything that's required
- Learn them and get comfortable with their message
- Practice. Tell your spouse, your writing colleagues, your reflection in the mirror, your dog, your teddy . . . you get the picture.
- Work on them until, when you see Aunty J coming down the corridoor you can give her a bright smile and say, “Let me tell you what I'm working on.”
So, Marion, when you come here next month on business, come prepared! We need to practice.
Read what author and professional speaker, Julie H. Ferguson has to say about sharing your verbal pitch.
