How to Pitch Your Book (and Yourself)

Winning a place on the Four Centres Emerging Writers Program as part of the 2020 cohort, gave me a sneak peak over the weekend into some of the more hidden aspects of being a published author.

Granted entry to the Fremantle Press Breakfast, we were flies on the wall as recently published authors gave their pitch to an assembled room of event planners, booksellers, school reps and librarians.

Given that the ASA recommends a rate of $325 for a 60 minute school visit and $350+ for a public appearance, this fee might be the equivalent of selling 100 or more books. It’s clear why authors are keenly interested in pitching their books – and themselves.

These are some of the lessons I took away:

 

Be funny.

There is no better way to get people on your side than to make them laugh. Not only does it tell people you’re comfortable in front of a crowd, it also tells potential bookings that you won’t bore them silly.

If you can’t be funny, be memorable

Sometimes the subject matter of your book means it’s not appropriate to tell gags, but you can still grab people in other ways. Tell highly emotive or personal stories about yourself and how your book came into being. Make them remember you, even if they can’t remember your specific book.

Pitch yourself as well as your book

The most successful pitches were those where I learned more about the author than the book. It’s possible you will have another book next year, but you as the author are still the same. It doesn’t matter how amazing your book is, if you haven’t sold yourself as an interesting speaker.

Talk in themes

If you only have two minutes to grab someone’s attention, you don’t have time to explain the plot in detail. A number of authors took the approach of talking about the book’s themes rather than its plot – ‘it’s a story of love, it’s a story of societal expectation, it’s a story of challenging authority…’.

Go beyond the book

Some of the more established authors took the approach of mentioning the bigger topics they liked to discuss, not tied specifically to their latest book, but perhaps topics they had been researching and involved with over their writing career. The pitch then became a verbal CV of talents and skills, and was particularly aimed at festivals directors who might engage authors to moderate or be involved in panel discussions.

Make your book relevant

Some of the best pitches did not just focus on the book as a finite product, but placed it into the larger context of current affairs such gender diversity, environmental concerns and humanitarian matters. Broadening your book’s appeal by placing it into a larger context would automatically increase the range of events you might be asked to speak at.

Weddings, Parties, Anything

As obvious as it sounds, some of the authors made very clear the range of events they were available to speak at. It certainly highlighted to me that there is more than just school and library talks. Some mentioned business and motivational events, book clubs, running writing or illustrator workshops and more.

Tell a story about your story

Personally, my favourite pitches were those that started with the story behind the story, where the author launched into a personal account of how the idea came about, how the book came to be. I was immediately captured. It’s one thing to say what your book is about, an entirely different thing to explain why it is the way it is.

Locate your book’s audience

One small thing I notice lacking from some pitches, was explaining exactly who the book’s audience was. I could see from the cover it was a children/YA book, but could not tell exactly what age group the book was for. For someone interested in booking a school talk, I imagine this piece of information would be very relevant.

Appeal to writers

Some of the authors specifically pitched to writerly audiences, barely mentioning their books but instead talking about some of the topics they would be happy to discuss at workshops and writing events. Some of these might be researching specific topics, writing for particular audiences or writing in a distinctive style.

Practice practice practice

Two minutes is not a long time, but you can squeeze a lot of information in. Even if you don’t want to be seen reading from notes, it’s wise to compose your spiel and then practice until it sounds unrehearsed.

 

Many thanks to Fremantle Press and the Copyright Agency for including us in this event.

When Good Comes From Bad

The last few months have seen some of the worst bushfires in Australian history, probably world history. Almost 16 million hectares burnt across 7 states and territories. Over 3,500 homes lost. More than 1 billion animals perished.

And 33 lives lost.

In early January, two Aussie authors Emily Gale and Nova Weetman decided to do something about it. They put the call out on Twitter to other writers to donate something for auction, with the money raised going to fundraisers supporting the bushfire effort.

Enter #authorsforfireys

The original goal was modest: to raise $13,000 to support our beloved fireys, but before long it was clear that the twitter auction was going to be much more.

By the close of the auction, more than 1,200 items had been donated included signed books, the chance to named as a character in a book, manuscript appraisals, introductions, author visits to bookclubs, personalised poems, original illustrations, even a handmade rug.

I bid on a number of items, including Tess Wood’s incredible Italian feast for eight people. For much of the week I was the leading bidder. I had already chosen my guests, a mix of new and established Perth-based writers and I could already taste the tiramisu. Sadly, it was not to be, although I could hardly begrudge the winner, especially when they more than doubled my final bid.

There were a few other things I bid on with more success.

Last year I finished a manuscript called Behind Closed Doors that won me a place on the Four Centres Emerging Writers Program and KSP First Edition Retreat. Wise advice from facilitator Laurie Steed suggested I get a sensitivity check on a scene involving one of my characters. I needed to find out if something I wrote would be realistic for a closeted gay man in the 1970s.

The problem being of course, I didn’t know any closeted gay men who were around in the 1970s.

‘Talk to Holden Sheppard,’ he suggested. Not that Holden is closeted or anywhere near old enough to be alive in the 1970s, but he is generous and open and a very good writer.

I had read and loved Holden’s incredible book Invisible Boys, but I didn’t know him, and I’m not the sort to send an unsolicited email asking for help.

Then the #AuthorsForFiries auction happened, and Holden was offering a one hour chat about anything writing related over a cup of coffee. It was like the universe heard what I was saying and delivered it in a neat, hashtagged parcel.

At the very last minute I was outbid by a measly $1. I was devasted.

But then, about an hour after the auction closed, I received a message from Holden. If I was happy to donate my bid to another good cause, he would give me the one hour consult. See what I mean about being generous?

Shannon and Holden Sheppard

With Holden Sheppard, author of Invisible Boys

There was no way I was missing out on being the winning bidder for a manuscript appraisal by Louise Allen, author of the very beautiful The Sisters Song. I even upped my own bid at one point, because it was such a good cause. I had been following Louise’s blog for a number of years and there is no one else I would have wanted to read the first few chapters of my novel set here in Perth just before the start of World War 1 [click here to find out how it all started].

This week we met and sat for two hours, just talking about my book and characters, the real life people whose stories form the basis of the book, and my own journey as I researched.

Anyone who spends much of their lives closeted away writing will know how indulgent it is just to talk about your precious project with another writer. It was instructive and enlightening and has given me much needed motivation to pick the story back up and keep working on it.

Shannon and Louise Allen

With Louise Allen, author of The Sisters Song

The #AuthorsForFireys auction raised more than half a million dollars in less than a week. One nice aspect was that each author or illustrator who offered something for the auction was able to choose the specific cause they wanted their winner to donate to. This meant funds were spread around the country, benefiting local fire volunteers and animal rescue, local charities and greening groups.

The twitter auction also forged connections and relationships between writers across the country, bringing a tightknit community closer, and showing the real power of words.

And I made a couple of friends.

 

Hearing the Voice of the Writer

A million years ago (back at the turn of the century) when I was working as a research assistant at the University of New South Wales, one of my jobs was to write up the project findings into reports.

I was sent with a tape recorder and notebook up the road to the Sydney Children’s Hospital, where I would sit in meetings and observe the way the multi-disciplinary teams worked together. Then I would walk back down the road, spend countless hours transcribing tapes and attempt to make some sense of them.

After I had been there a year or so, my boss pulled me aside.

‘I can hear your voice, Shannon,’ he told me.

As I had been sitting there silently, terrified that I had been pulled into his office, I thought that a strange comment.

‘In your writing,’ he continued clearly seeing the dumb look on my face. ‘I can hear your voice as I read.’

He motioned to the weighty tomes around the office. ‘In academic writing,’ he continued, ‘the writer must not be present in the text. Your voice, however, is strong and comes through in your report. It’s as though you’re sitting next to me, talking.’

Chastened, I went back to my office where I spent the next few years trying to remove myself from my writing.

Some years later, in the throes of new motherhood I decided to take up blogging as a way of capturing the fleeting yet precious moments of parenthood.

After the first few clunky efforts, I quickly found that blogging suited my writing style. I had a clear voice and I was finally allowed to use it.

Meg Rosoff writes:

‘Your writing voice is the deepest possible reflection of who you are. The job of your voice is not to seduce or flatter or make well-shaped sentences. In your voice, your readers should be able to hear the contents of your mind, your heart, your soul.”

A writer’s voice is their literary fingerprint. You should be able to distinguish between Hemingway and Rowling, between Austen and King, not just by the words the chose, but the voice the write with.

My writing goal, is that when you read my words, you hear my voice. When you are hearing words through your ears rather than seeing them with your eyes, you know that the voice is authentic.