The First Marketing Tool for Writers: Your Short Pitch

by Karen Whiting @KarenHWhiting

Writers quickly learn the need for a great elevator pitch and proposal to land a book contract. It's the most basic marketing tool to selling the book to readers, as well as influencers, agents and editors. Beyond that, it's the thesis statement of your book and reason why you believe readers will buy it. As the golden nugget of marketing, it's also great to use to test the idea because it's short, simple, and quick to share.

Once you have a great pitch, test it on potential readers to see if it grabs their interest. If yes, then your pitch is ready. If not, it's back to editing the pitch.

This short pitch, often called an elevator pitch, boils the book down to its essence, highlighting the most compelling aspect of the contents, target readers, main reader benefits, and your qualifications to write it. The one-sheet, query letter, and proposal are longer pitches generally sent after garnering initial interest.

Prepping to Write the Pitch

Questions to answer

• 1. Who are the readers and why will they want the book?

• 2. What are the benefits for the reader. What is the most desired benefit?

• 3. What is the most compelling concept in the book? 

• 4. How will I market the book?

Elements of Effective Pitches

Once you answer these, start drafting the hook, the sentence that encapsulates the main concept, in a way that also reveals the audience. 

A few tips on what to focus on:

• Hook that will engage curiosity and/or provide assurance of the outcome of reading the book.

• Audience that defines who most needs the book or buyer who most wants to gift it. Describe the target audience in a few words and be specific (not every woman or person)

• Biggest reader benefit provided that reflects how the words impact people or change lives. This shares the book’s value, or takeaway. It reveals the biggest gift the reader really needs.

• Author credibility that reveals experience, credentials, followers in category, or ability to market the book.

Developing the Pitch

Let's look at the process of one author's pitch crafting with one example, quick critiques, and rewrites.

First draft

This is a book for all married couples having problems. Practical tips show people how to heal and how to let God help them love again. When they learn to forgive, they can save their relationship. Real stories will let readers see how this really works. 

Critique: The title is never mentioned, the audience is too broad, wording is awkward, and the biggest benefit is not clear.

Draft 2

The book shows couples facing divorce they change and save the marriage through forgiveness. It uses personal stories of couples who turned their lives around. Each story also lists ways people can let go of hurt and how to let the Lord heal them and bring them back to loving one another.

Critique: Better overall, but still no title named, and not the best or most specific word choices.

Draft 3

In The Arms of Forgiveness shows how married couples, on the verge of divorce, can be transformed through the power of forgiveness. Personal experiences of couples who made U-turns in marriage are paired with practical tips to help partners let go of hurting and allow the lord to heal the relationship and rekindle love.

Wow! The title, specific audience, and a well-defined promise are all given. Plus it reveals the contents that will draw in readers: real U-turn stories, practical tips, and the desired benefit or healing and renewed love.

Your Turn

Write the draft and then critique it. Ask yourself and others if the main points are clear, well-defined, and share the unique benefit if the book. Can they think of someone who needs the book or will want it? Rewrite until it reflects your vision and the reader's needs.

Test the Pitch

Share the pitch with your critique group and friends. The share it with people you meet. Notice how they react and respond. What questions do they ask. Do they indicate they can't wait for the book or only that it might be good for someone they know. Their words reflect the interest level and whether or not they see the book as a solution for themselves or a loved one. If needed, edit the pitch again.

Follow Up Prep

Be prepared to answer questions connected to the pitch.

Do you have the proposal ready? How much is written? When would a manuscript be completed? What are your marketing plans? What comes once the reader finishes the book? Do you have a focus group? How have you tested the concepts?

Those are some of the questions to expect once you pique the interest of an agent, editor, or even potential readers.

Write and rewrite until it's pitch perfect!

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The First Marketing Tool for Writers: Your Short Pitch from @KarenHWhiting on @EdieMelson (Click to Tweet)

Karen Whiting (WWW.KARENWHITING.COM) is an international speaker, former television host of Puppets on Parade, certified writing and marketing coach, and award-winning author of twenty-seven books for women, children, and families. Her newest book, The Gift of Bread: Recipes for the Heart and the Table reflects her passion for bread and growing up helping at her grandparent’s restaurant. Check out her newest book Growing a Mother’s Heart: Devotions of Faith, Hope, and Love from Mothers Past, Present, and Future. It's full of heartwarming and teary-eyed stories of moms.

Karen has a heart to grow tomorrow’s wholesome families today. She has written more than eight hundred articles for more than sixty publications and loves to let creativity splash over the pages of what she writes. She writes for Crosswalk. Connect with Karen on Twitter @KarenHWhiting Pinterest KarenWhiting FB KarenHWhiting.