This is a topic that has been discussed again and again through many mediums. So like my advice on proposals, I will not reinvent the wheel here but rather share: what is working right now, what is working for me, what I hear is working for others, and then just the drop dead basic reminders.
Once you have your book idea and have written your proposal, you’re ready to find an agent who can represent you to sell the book into the traditional publishing market. I’ll talk about how find the right agent (where, how, what to ask) separately, but here we’ll just focus in on your query letter, which is your basic pitch to an agent to get them interested in you and your project.
While it might seem daunting to have just a single moment to pitch yourself and your passion project in one email, it is actually very simple—you just need to share: what the book is, what it will do for people, why there is a need for this now, and why you are the only/best person to write this book. THAT’S IT! Nothing will win over an agent more than clarity of your ideas and knowledge of the subject.
So let’s chat about each of those needs:
What the book is: One sentence, what type of book is it and what problem does it solve for people. All books solve a problem. All books move you from point A to point B. Cookbooks, Interior Design, Humor, Memoir—it all moves us to a new point from where we started before we read the book. What journey is your book taking us on?
What not to do here: tell me anything more than what I need to know to understand your project in a single sentence. Clarity is the hook. If you can tell me in a single sentence what your book is and what it will do for readers, I know you’re thoughtful, efficient, and focused on the big picture.
What this book will do for people: After your one sentence pitch, give me two more sentences that ground this work in the present trends/needs by sharing what this book will do for those who read the book, the community, etc. Can you point to a study showing the growing need for this topic, whether in surveys or book sales? This is telling me more about your book, but more so, it is sharing with me how you see your book fitting into the world and how clued in you are to the cultural conversation around your topic.
What not to do here: Pull the book back into yourself. A book is about connecting with the larger conversation on your topic, sharing what you know, inspiring others to do the same. I want to know what out in the world motivates you to write this book, not how your own goals could benefit. That is a given, what is not a given is how this benefits everyone else (the agent, the publisher, the reader).
Why there is a need for this now: Building onto the above, why do we need this book right now? Is it timely due to world events? Has a conversation started and is ready to move from talk/recognition to action? Is there a popular book out there that maybe just introduces this problem where your book will solve it?
What not to do here: Comparative titles are helpful when trying to show that you know the market here, but use it to show that you actually know the market. Not every memoir is Eat, Pray, Love or Untamed, more went into the success of those books than just their topic. Compare to titles of authors that come from a similar platform/space that you do, cover similar themes, and are for the same readers. I don’t mind if you say for the reader of THIS HUGE SELLING BOOK but comp to something closer to your own title to show me that you know books.
Why are you the one to write this book: What makes you the absolute authority on this—work experience, credentials, yes, but also how are you leading the conversation in the public eye. Are you contributing columns, blogs, podcasts? Have you built up a large social media or newsletter following? Are you regularly giving keynote addresses as the main conferences/events for this issue? YOU MUST BE DOING SOMETHING HERE TO KEEP ME READING FOR NONFICTION. Not because these numbers will help sell your book to a publisher, they will, but what I want to see is that you are out discussing these issues in the real world, practicing the advice, getting live feedback, and are passionate about furthering this conversation whether a publisher has invested money into it yet or not. If you are doing that, I’ll worry about the numbers when I extend representation.
What not to do here: Don’t lie. Be truthful and share only real numbers of your current and past efforts. Do not say what you would do if you had a book deal. Do not say you’ll hire someone or you plan to do that when it makes sense. What are you doing despite a book deal to reach your readers?
Other things to add in as needed (but not forced):
-How you found the agent and what they’ve done that makes you think they might like this project too.
-Any shared connections, like other clients, agents, or editors.
Things to absolutely not say and why (in my opinion):
About the project:
“This is a book for everyone” Your book should be for a specific audience and answer their specific problem. That audience can be huge but there is absolutely not a book that is for everyone. Add a qualifier onto that statement!
“This is the only book readers will ever need” as someone in the book business, I hope not. But more seriously, like above there is nothing that will be everything for everyone. Now more than ever we need people reading as many books as they can on every subject that interests them and excites them about being involved in the world (so maybe we can help change it for the better).
“I am happy to give you the opportunity to represent me” Why, thank you…but there is no fairy godmothers granting agents opportunities, there are authors who have a clear mission and agents are trying to see if they can benefit your mission. Your passion/clarity for your project is the gift. You patience and understanding of the process is the gift. Your trust and belief that the agent can successfully represent your work is the gift.
“You don’t want to miss your chance with this book” “You’re going to regret not repping this book” Your query should convince the right person of this without you having to say it.
About Yourself:
“I’ve always wanted to write a book” It is a great goal, but the desire to write one is not all that it takes to make it happen. That is step one.
“Everyone has always believed I’d write a book one day.” It is fantastic to have a community that believes in you, has this community grown to your potential readers? Why does the world need your book?
“I feel like writing a book is a good move to further my career” of course it is, but why is it going to further other people like your reader? That is who the agent (then editor) are thinking about.
About the Agent:
Force a connection to their personal life or experience: “I’ve been to Boulder once and it’s beautiful” “ I see you went to Texas A&M and my friend is a fan of the Longhorns” Unless you truly know someone, share real colleagues, there is no need to try to force something. Your clarity and passion for your idea is the only thing I need to see to feel connected to your project. (And specifically to these types of comments, saying Boulder is beautiful is like saying the sky is blue, thank you yes it is beautiful, and second, I went to Texas A&M, following several generations in my family, which means I grew up with a burning dislike for the Longhorns, so that is not showing me you know anything about my experience/expertise.)
Mention any or insinuate any personal details that have not been shared in a public manner. Don’t get weird! Simple as that!
THREE BIG REMINDERS:
Do not mass query, i.e. sending to multiple agents at the same time. Send one by one following the agent’s requirements.
Follow each agent’s requirements as listed on their submission page. For example, I only review queries that come through QueryManager, if you find my email and send it to me, I might read it but I’m not promising a response because it did not come through the proper channels.
Do not pitch via DM. You could ask for submission guidelines, but again agents will only review through preferred channels.
Biggest thing to keep in mind with querying: When an agent says no, it is because they don’t see that they are the best person to represent your project. It could be because they don’t know enough about the topic, they have another book too similar, they may have done a book in the category but don’t regularly represent those titles. Nothing about you or your ideas, just that they are not the best person for it. Hopefully it goes to an agent who would share it with colleagues if they don’t see it fitting with their list.