Hi!! I'm a producer for an NPR show here to corroborate EVERYTHING Kathleen says about pitching books to media! I get a TON of book pitches, most that never manifest into a segment on our show. It helps a teeny tiny bit if I recognize the publicist's name (mostly to at least look at it) and, unfortunately, it helps a lot if I recognize the author's name (usually we're competing with Fresh Air for big ones). But one the biggest mistakes I see made with book pitches is they begin with effusive praise for the novel and a bunch of blurbs. As a producer, I don't care about the blurbs at all because our audience doesn't care about them (even if it's a blurb from the most famous writer ever). We care what the book is ABOUT and, yes, if the author has a compelling tale. But usually I have to scroll down to find out what the book is about. Think about it though, you'd NEVER do that in a query to an agent or a pitch to an editor! So, why with media? Unfortunately, nonfiction is a much easier sell, particularly if it's timely. As a writer and lover of fiction, this makes me sad. But, as Kathleen mentioned, there are absolutely ways to pitch fiction. One idea? Pitch yourself as a potential panel talking about a broad idea central to your novel, something listeners who haven't read the novel can hook into. We've also tried to platform debut authors with our bookclub! But we only do it once a quarter. That's four books a year. But the biggest secret about landing an NPR hit (at least on the show I work for) IS BEING A GREAT, COMPELLING, ENERGETIC TALKER. I have 100% turned down huge authors because....well....they're not great at articulating their story or making it sound interesting. THAT really is the most important thing. Just a few weeks ago, I heard an author speaking on a podcast about a topic I'd never have considered on my own: the science of our voices with a feminist lens. She was a FANTASTIC speaker. So I reached out and got her on the show. It was all because she made everything she said feel urgent and compelling. She was also published by a small university press that may not have even thought or had the bandwidth to reach out to us, but in the end, it was all about how she was able to tell and sell her passion, her story. Hope this helps some people and thanks for this awesome post!!!
These insights are super helpful! As a writer, I've often wished I had a better sense of how my book was being pitched. And I have had to do much more TALKING than I expected! Thank you!
Thank you for the tips and confirming my pitches are awesome :)
I was a FM talk major market radio producer for 12 years on the side while working in-house as a publicist and the 360-view of the process was so valuable.
Gosh this is gold. I can't tell you how many authors I've seen speak on panels etc and thought how BORING they were and wondered WHY on earth they got gigs. A vibrant speaker is everything and it thrills me to hear that appreciated here, Haili.
Haili, this is such fantastic and generous guidance - thank you!!! I used to be a newspaper editor and agree 100% with everything you write about the core content of a story pitch, but your focus on great, energetic speaking is a revelation. Saving this!
Great article. As a former publishing veteran I concur. As a current book agent it’s the hard truth—especially about the pecking order/effort based on the size of the advance.
However a low advance and less publisher attention doesn’t mean your book can’t break through. Help from the publisher is great, but the author always must do the heavy lifting to make it happen for themselves.
Great insights!!! I am actually a Professor and experimental psychologist who managed to write two books on the side. Albert Barabasi notes that everything is the product of a network but individuals get the credit. Your post reminded me of all the networks needed to bring a book and author to prominence.
This is great Kathleen! I’m a 3x author and now represent them. A today show segment 7 years ago when my last book came out sold hundreds of my books, but not it’s not as many. The author has to learn how to leverage that segment into more. How can they use it to book more speaking engagements, sell more books through social media ads, and use it to scale on their own platforms. It’s definitely a different scene that it was 7 years ago but still doable. We do very well with human impact stories instead of blanket book pitches. Taking the story out of the book and the story of the author and using that as the pitch and then weaving the book into it. But every author needs their own platform, thank you for always being such a standup on the industry!
This is fantastic information. It's great to see the 'behind the scenes' of publishing. I will be sharing this information with my clients. Thank you so much!
My favorite thing to ask authors when they bring up bookstore events and tours is, "What is the last author event at an indie bookstore you attended. Friends and family don't count." That usually shut's em up ;)
Haha, I totally get that, but as an author, I sometimes felt that the response I got to any publicity idea was: "That doesn't sell books." In the age of social media, I think that being able to post about even modest events--from bookstores to book fairs--creates a positive ripple effect. I know I may only sell a couple books (if that), but I get to share photos and remind folks that my book and I are out there.
Yes, exactly! I don't expect my publisher to send me on a book tour, but let's not ignore the little things. They can add up! Thanks for your insights, Lara!
Great to hear, Liza! My first few books were published by independent publishers, and we BANKED on the ripple effect of readings and reviews! It was all we had!
There are layers to book selling, aren’t there? I contacted bookstores about taking my independently published book on commission and heard back from one. Then I booked a radio interview and followed up with the other bookstores to let them know about the interview, and then they all took a few copies. I got to meet the booksellers and share some pics on social media of my book in store amongst other luminaries. I’ve also got a big press interview coming up so I’ll contact libraries letting them know. It feels like trying a few things, leveraging what works and then trying a few more things!
Thanks for your honesty. As a late-comer to this industry and a newbie, it has been somewhat of a mind boggle so any transparency is greatly appreciated. The hardest thing for me has been the business side defining success as sales, but the artistic side defining it as a great book that moves even one reader. (It would be great to pay some bills too!)
Hi!! I'm a producer for an NPR show here to corroborate EVERYTHING Kathleen says about pitching books to media! I get a TON of book pitches, most that never manifest into a segment on our show. It helps a teeny tiny bit if I recognize the publicist's name (mostly to at least look at it) and, unfortunately, it helps a lot if I recognize the author's name (usually we're competing with Fresh Air for big ones). But one the biggest mistakes I see made with book pitches is they begin with effusive praise for the novel and a bunch of blurbs. As a producer, I don't care about the blurbs at all because our audience doesn't care about them (even if it's a blurb from the most famous writer ever). We care what the book is ABOUT and, yes, if the author has a compelling tale. But usually I have to scroll down to find out what the book is about. Think about it though, you'd NEVER do that in a query to an agent or a pitch to an editor! So, why with media? Unfortunately, nonfiction is a much easier sell, particularly if it's timely. As a writer and lover of fiction, this makes me sad. But, as Kathleen mentioned, there are absolutely ways to pitch fiction. One idea? Pitch yourself as a potential panel talking about a broad idea central to your novel, something listeners who haven't read the novel can hook into. We've also tried to platform debut authors with our bookclub! But we only do it once a quarter. That's four books a year. But the biggest secret about landing an NPR hit (at least on the show I work for) IS BEING A GREAT, COMPELLING, ENERGETIC TALKER. I have 100% turned down huge authors because....well....they're not great at articulating their story or making it sound interesting. THAT really is the most important thing. Just a few weeks ago, I heard an author speaking on a podcast about a topic I'd never have considered on my own: the science of our voices with a feminist lens. She was a FANTASTIC speaker. So I reached out and got her on the show. It was all because she made everything she said feel urgent and compelling. She was also published by a small university press that may not have even thought or had the bandwidth to reach out to us, but in the end, it was all about how she was able to tell and sell her passion, her story. Hope this helps some people and thanks for this awesome post!!!
Wow! Thanks SO MUCH. I appreciate this more than you know!
I came here to ⭐️⭐️⭐️⭐️⭐️ Kathleen’s post and now I’m ⭐️⭐️⭐️⭐️⭐️ing Haili’s comment as well. Such hugely helpful insight all around!
I'm so glad it was useful!!!
Truly!
These insights are super helpful! As a writer, I've often wished I had a better sense of how my book was being pitched. And I have had to do much more TALKING than I expected! Thank you!
This is so helpful. Thank you for taking the time to add these details!
Thank you for the tips and confirming my pitches are awesome :)
I was a FM talk major market radio producer for 12 years on the side while working in-house as a publicist and the 360-view of the process was so valuable.
Thanks for this insight, Haili!
Gosh this is gold. I can't tell you how many authors I've seen speak on panels etc and thought how BORING they were and wondered WHY on earth they got gigs. A vibrant speaker is everything and it thrills me to hear that appreciated here, Haili.
This is amazing Haili! Thanks for sharing!
Haili, this is such fantastic and generous guidance - thank you!!! I used to be a newspaper editor and agree 100% with everything you write about the core content of a story pitch, but your focus on great, energetic speaking is a revelation. Saving this!
Great article. As a former publishing veteran I concur. As a current book agent it’s the hard truth—especially about the pecking order/effort based on the size of the advance.
However a low advance and less publisher attention doesn’t mean your book can’t break through. Help from the publisher is great, but the author always must do the heavy lifting to make it happen for themselves.
Saved. I'll be coming back to this article again and again, especially after I actually write the darn book.
Great insights!!! I am actually a Professor and experimental psychologist who managed to write two books on the side. Albert Barabasi notes that everything is the product of a network but individuals get the credit. Your post reminded me of all the networks needed to bring a book and author to prominence.
This is great Kathleen! I’m a 3x author and now represent them. A today show segment 7 years ago when my last book came out sold hundreds of my books, but not it’s not as many. The author has to learn how to leverage that segment into more. How can they use it to book more speaking engagements, sell more books through social media ads, and use it to scale on their own platforms. It’s definitely a different scene that it was 7 years ago but still doable. We do very well with human impact stories instead of blanket book pitches. Taking the story out of the book and the story of the author and using that as the pitch and then weaving the book into it. But every author needs their own platform, thank you for always being such a standup on the industry!
Thanks so much!
This is fantastic information. It's great to see the 'behind the scenes' of publishing. I will be sharing this information with my clients. Thank you so much!
Very helpful, realistic, no-nonsense advice. Thanks!!
Really helpful stuff! I have a degree in creative writing and learned NONE of this haha. On the book journey so this is invaluable.
Wow, this was an incredibly helpful post. Thank you!
Great overview! Thanks!
Kathleen, this is the most comprehensive and realistic guide I've ever read. Bookmarking it and sending it to writer friends. Many thanks!
Thank you!
My favorite thing to ask authors when they bring up bookstore events and tours is, "What is the last author event at an indie bookstore you attended. Friends and family don't count." That usually shut's em up ;)
Haha, I totally get that, but as an author, I sometimes felt that the response I got to any publicity idea was: "That doesn't sell books." In the age of social media, I think that being able to post about even modest events--from bookstores to book fairs--creates a positive ripple effect. I know I may only sell a couple books (if that), but I get to share photos and remind folks that my book and I are out there.
Totally legit! If you keep your expectations in check, there are definitely benefits. I addition to what you listed:
- Another impression of your book in the store's newsletter, signage and displays
- Foor staff now knows you and your book and are more likely to hand sell
- Signed stock can't be returned
Yes, exactly! I don't expect my publisher to send me on a book tour, but let's not ignore the little things. They can add up! Thanks for your insights, Lara!
Kelcey, I'm a debut author and I have experienced the positive ripple effect you describe. You are 100% right.
Great to hear, Liza! My first few books were published by independent publishers, and we BANKED on the ripple effect of readings and reviews! It was all we had!
There are layers to book selling, aren’t there? I contacted bookstores about taking my independently published book on commission and heard back from one. Then I booked a radio interview and followed up with the other bookstores to let them know about the interview, and then they all took a few copies. I got to meet the booksellers and share some pics on social media of my book in store amongst other luminaries. I’ve also got a big press interview coming up so I’ll contact libraries letting them know. It feels like trying a few things, leveraging what works and then trying a few more things!
Thank you. This was very informative.
Thanks for your honesty. As a late-comer to this industry and a newbie, it has been somewhat of a mind boggle so any transparency is greatly appreciated. The hardest thing for me has been the business side defining success as sales, but the artistic side defining it as a great book that moves even one reader. (It would be great to pay some bills too!)
The transparency and specificity about a publisher’s publicity activities is eye-opening in this piece—thank you for sharing it!