Book Marketing 101: Everything Writers Need To Know About Literary Agents and Querying

September 11, 2021 Payton Hayes

Hi readers and writerly friends!

This week in Freelancing, we’ll be covering everything from querying basics to how to find a literary agent and land a book deal in 2021, when more than 75% of books published by the big five New York presses get sold by literary agents. Literary agents are experts in the publishing industry and can be career-long mentors and managers and there’s plenty of reasons why writers both new and experienced alike could benefit from hiring an agent.

Agents are market experts and can secure the best possible book deal for their clients as well as negotiating fair contracts, protecting the writer’s rights, ensuring clients are paid accurately and fairly as per industry standards, and ultimately serve as the middleman between the author and publisher.

In 2021, more than 75% of books published by the big five New York presses get sold by literary agents. Literary agents are experts in the publishing industry and can be career-long mentors and managers.

Do I need an agent?

Honestly, it depends on the commercial viability of your book. If you want to be published by one of the five major New York publishing houses, (i.e., Penguin Random House, Simon & Schuster, HarperCollins, Macmillan, and Hachette) then you’ll need an agent to be sure. However, if you’re instead writing for a niche market (i.e., time period fashion) or wrote an academic or literary piece, then perhaps you don’t need an agent. Agents take on clients based on the size of the advance they think they can for the project. If your book doesn’t command a decent advance, then the project may not be with the agent’s time and you’ll have to sell it yourself. Unfortunately, most writers have a difficult time being honest with themselves about their work’s potential. We all want to see our names on the New York Times Bestseller’s list, but that’s just not a realistic expectation. It comes down to this: not every book is cut out to be published by a New York house, or even represented by an agent.

There are different levels of commercial viability in the publishing industry. Some books are “big” and are suited for Big Five traditional publishing houses, while others are “quiet:” books and are suitable for mid-size and small presses. If you’re realizing your work might not be a good fit for one of the major publishers, don’t despair. There are many mid-size houses, independent publishers, small presses, university presses, regional presses, digital-only publishers who might be thrilled to have you work —you just need to find them.

These types of books typically are suitable for a major traditional publisher:

Genre or mainstream fiction, including romance, erotica, mystery/crime, thriller, science fiction, fantasy, young adult, new adult
Popular nonfiction you’d see stocked in Barnes & Nobel —contingent upon a strong premise and existing author platform.

Major New York publishers usually won’t sign a nonfiction book unless it realistically anticipates selling 10,000 to 20,000 copies minimum.

To better understand what sells, consider picking up a month-long subscription to PublishersMarketplace.com and study the deals that get announced. It’s a quick and inexpensive education in commercial publishing. I’d also suggest taking a peek at the agent database at Literaryagencies.com

When to query

Naturally, the easy answer is once the book has been completed. Truthfully, there is no one size fits all approach to figuring out when you should query your novel, but the query questionnaire below might help you determine based on the state of your manuscript, feedback you’ve received, and your experience with the writing process, whether or not you’re ready to query.

What stage is your manuscript in currently?

If you are still in the preparation phases of the writing process, consider checking out my Manuscript Basics guide for some quick tips for formatting your manuscript for editing or submission.

How to find an agent

When it comes to actually selecting agents to query, you definitely should do your own research. Look into as much as you can find on current releases, popular titles, publisher names, top/mid-tier agents, authors, and trends in your genre. Finding a literary agent for your book is like finding a spouse —it’s a learning process and period of research best conducted by you and there is not one-size-fits-all approach to securing an agent.

PublishersMarketplace.com is the best place to research literary agents; not only do many agents have member pages there, but you can search the publishing deals database by genre, category, and/or keyword to pinpoint the best agents for your work. Some other resources to consider include QueryTracker (free and paid versions) and Duotrope.

If you really prefer to hire someone to find appropriate agents for you to submit to, try Copy Write Consultants.

Consider attending writer’s conventions and getting involved in editorial associations to build connections and organically network with industry professionals. Local writing workshops and bookstore/library events (such as indie author signings/readings) are great ways happen upon literary agents in the as opposed to seeking them out from behind the screen!

Assuming you’re ready to query, there’s a few common materials you’ll likely be asked to provide:

Query Letter - a one-page pitch letter that gives a brief description of your work
Novel Synopsis - a brief summary (typically no more than one or two pages) of your story from beginning to end
Nonfiction formal book proposal - complex proposal documents (Roughly thirty pages worth) to sell nonfiction books to publishers
Novel proposal - your query letter, a synopsis, and perhaps the first chapter. There is not an industry-standard definition of what a novel proposal is.
Sample chapters - the first two to five chapters of your manuscript. (Always start from the beginning of the manuscript; don’t select a middle chapter, even if you think it’s your best.)

Keep these questions in mind when researching agents in your genre:

What’s the agent’s sales track record? Examine their client list and the publishers they’ve recently sold to and determine based on your genre/category and your own sense of author identity if they’d be an appropriate fit for you and your project.
Does their communication with you and other writers inspire confidence?
Do they seem genuinely interested and enthusiastic in you and your project?

Additionally, you may want to keep these optional extra steps in mind if you’re waiting to hear back from queries:

Author media kit
Author/Book website
Author newsletter

New authors with an existing reader base are highly desirable to literary agents and publishers. Putting your work out into the world and building a fan base beforehand can easily give you a leg up over competing writers in your genre. (I’ll have a blog post discussing exactly how to do this in a future post so subscribe to know when that comes out!)

Hook, Book, and Cook Query Sandwich Formula

If the idea querying, marketing, selling, and putting yourself out there makes your skin crawl, then think about it this way: it’s much easier to sell to one person than to ten. If you have an agent, they will do all of the gross publishing heavy lifting so you can focus on writing and connecting with your reader base.

The three main ingredients of a great query sandwich are as follows: the hook, the book, and the cook. To start, the hook is the query —or the pitch, as mentioned earlier. Next, the book is the book itself (what key information about the book should you divulge to the agent on first impression). And lastly, the cook is the writer —you. In keeping with the sandwich metaphor — the “hook” and “cook” sections are the slices of bread and the “book” section is the meat of the sandwich — the slices are the least important part of the query and should take up the least amount of reading time in comparison to the meat.

Hook

You can probably guess why the first section of this metaphor is called the “hook,” but as expected, this section is specifically the pitch to the agent and it’s what “hooks” or demands their attention as a reader. Queries serve to sell the agent your story and the hook’s sole purpose is just that. It’s at most, a few lines to grab the agent’s attention and make them invested in your story and you as a potential client. If the agent reads the hook and finds their interest piqued, they might then read the description of the book and become even more interested to read more, (at which point you’ve “hooked” an agent and opened up connections for potential book deals).

Book

Center around character and work in subtle details about the world rather than info-dumping or over-worldbuilding. Your query isn’t the place for overly flowery vocabulary or backstory either. This section of your query should give the agent just enough of a taste to make them interested in being invested in the story, but not enough to give the plot away or disinterest them before they can even read it.

Be sure to keep storytelling elements character, conflict, and stakes at the forefront of your mind. This section of the query is designed to make the agent care, so show them enough character to make them make a connection and then weave in the conflict and stakes so that not only does the agent now know who the characters are, what they want, and what will happen if they don’t get what they want, but they’re also emotionally invested in the story, which is what will drive them to read it for themselves.

Pro tip: Don’t open the “hook” or “book” sections with rhetorical questions as a cheap grab at the agent’s attention. It’s overdone, comes off as try-hard, and doesn’t deliver the effect as intended so it’s better leaving them out altogether.

Example: “Can Clara save the world and still make it to the school dance by 8? Keep reading to find out!”

Cook

Two women talking at a conference table. Photo by Amy Hirschi.

While the “cook” section of your query is technically about you, don’t give the agent your whole life story or try to cultivate any specific perception of you as a person other than being a writer. This section is your time to showcase your knowledge and experience as a writer and make the agent confident in your abilities. Consider any certifications or degrees you have earned, any workshops, courses, or masterclasses you’ve attended, or any writing clubs or critique groups you’re involved with and how you can use these connections to demonstrate that you’re a capable, competent, writer who is serious about sharing their work with the world.

Additional errors to avoid include mentioning side characters or love interests that do not critically pertain to the prevailing plotline, bogging down descriptions with hard-to-pronounce proper nouns and/or stylistic spellings. Likewise, remember the KISS method —keep it simple, sweetie. Simplicity, clarity, and subtlety are the keys to a great query.

Personalize your query

Some optional personalization to your query email includes introductions, genre comparisons, and any additional important/useful information about your novel/series as it pertains to the agents and marketing side of publishing.

One example of a great introduction/connection in action is when a friend of mine attended a writing conference where she unknowingly met her agent. She had never given agents much thought beforehand, but after attending a panel where several literary agents spoke about the book marketing process, she realized she needed to reach out. When she finally completed her book, she was able to break the ice in her query email simply by mentioning they’d attended the same conference and how her advice had helped her.

Don’t include that you’re a first-time or new author; your agent will assume unless you include any relevant published works or previous agents, that you are a new author. The “cook” section of the query is an excellent place to mention relevant writing/marketing experience.

You might also consider providing some comparisons for other books in your genre. Genre comparisons demonstrate to agents that you’re well-read in your niche genre and that you’ve done your research and understand the market you’re writing to. Genre comparisons can also provide a lot of marketing information such as where it might sit on the shelf, what demographic the book might appeal to most, what tones, themes, and tropes are to be expected from a book of any given genre. However, make sure you don’t outright put down other authors or genres when providing comparisons. You’d be surprised how many stories I’ve heard about writers who have included “my book is like so and so’s book but better” when the writer simply means they’ve put an interesting new spin on an old storytelling element.

Additionally, it might be wise to mention that your book is standalone or intended as part of a series. While we might know where the story is headed as the author, it’s ideal for a novel to both be able to stand on its own as well as having series potential, so try not to have your plans set in stone.

Check agent guidelines before submitting

At the end of the day, every agent conducts business differently and their submission guidelines may vary from one agent to the next. Ensure you’re doing everything in your power to result in a successful query by double checking your agent’s submission guidelines prior to submission. When it comes to personalization, some agents enjoy getting to know more about the writers that send in submissions while others prefer you simply leave it out. Checking guidelines before sending your query through will ensure you don’t push potential agents away by making careless mistakes.

Additionally, if it takes some pressure off, remember that if you simply take time to research your genre and potential agents, proofread and put effort into your query, and ensure that it follows agent guidelines, you will be a step ahead of your competition. Just by chatting with other editors and agents, I’ve learned that the general consensus is that most people just send a query off without a second thought and if you put even just a little extra energy into your query, that time and effort will shine through.

Note: Almost no agent accepts full manuscripts on first contact. (This is what “no unsolicited materials” means when you read submission guidelines.) However, almost all agents will accept a one-page query letter unless their guidelines state otherwise. (If they do not accept queries, that means they are a completely closed market.)

Wait on your query for 24-hrs before sending it

Once you’ve drafted the perfect query email, save it as a draft in your inbox for at least 24-hrs before sending it. When that time is up, sit down and re-read your query for any missed typos. I personally struggle with this and it’s why I always say everyone can benefit from a second set of eyes, even editors. Grammar, usage, and spelling are unfortunate errors that conceal the quality of your work, so thoroughly proofread your query before hitting that send button. Read it out loud or consider having a mentor or critique partner give it a second set of eyes. If you’re your only proofreader, get some distance from your query by literally stepping away from it and coming back with a fresh perspective so that you can catch any errors you might have missed in your previous revisions.

Do I need an editor before querying an agent?

It’s completely up to you and how you feel about the state of your manuscript. Whether or not you hire an editor to polish your manuscript, your submission should be 100% complete and in its best version prior to querying.

Sara Megibow of the Nelson Literary Agency said “In general, too many submissions come through our slush pile that aren’t ready. In my opinion, an editor could have helped many of these books get to the next level. However, I acknowledge that hiring that person is expensive. If you are going to get an editor, don’t skimp - hire someone with credentials and client referrals in the genre of work that you are writing” and suggests that writers “read 3-5 books in your genre, published in the past 2-3 years, preferably by debut authors and published by major publishing houses” if they believe they need professional editing but can’t afford to hire an editor. (Megibow 2021) However, I think this advice is excellent for familiarizing oneself with their given genre. Inversely, you could find agents that represented your favorite books and research their work as well.

Close out your query concisely

Once again, keep it simple, here. Consider closing out your query email with a classic “Thank you for your consideration” and a “Sincerely, YOUR NAME.” Sign your email with your legal name (and if writing under a pen name or pseudonym include “YOUR NAME, writing as YOUR PEN NAME HERE” as well). Avoid statements such as “I look forward to hearing from you soon,” or “Will send manuscript upon request” because these are automatically assumed as part of the agent intake process. After closing your email, include your contact information and relevant social media links (author/public pages.)

Never mass email agents

The writer to agent intake process is inherently an individualized experience and should be treated as such. As writers with a vast overwhelming competition, it’s easy to see how mass-emailing could be tempting since getting a book deal seems like such a numbers game, but it’s more delicate than that. Agents are humans who make connections to stories just like our readers do and thus, you want to ensure you’re doing your research and finding an agent who will be a good fit for you. Querying an agent is a lot like cold emailing in business — it’s harder than most other forms of communication because you typically lack any prior relationship with your audience and you lack non-verbal feedback so you can’t modify your approach in real time, but it doesn’t have to be cold, per se. Much like with editors, writers can and should be encouraged to make a real, lasting connection with your agent and truly, your writing, book sales, and reader base will all benefit from having that genuine writer-agent relationship. Another way to add some warmth and attention back into your cold queries is to always address agents by their name (never “Dear agent,”) and ensure their name is spelled correctly. Additionally, if you decide to use pronouns to regard your agent, ensure in each instance that the correct pronouns are being used.

Use a professional email address and profile picture for your query email

This seems like a no-brainer, but don’t put in all that work to come up with the most amazing query email only to have it flop on the transmission level of the process. As an author, you should have a professional email for all your writing business needs, but if you get a lot of traffic in your inbox already, consider creating an account designated solely for query submission. Ensure the email address itself is self-explanatory, easy to read, write, pronounce, and remember. yournamequeries@gmail.com is simple enough. For your profile photo, consider a professional business-style headshot photo or a company logo if applicable. If you want to show some personality through your profile picture, try to avoid obscene or offensive imagery.

Don’t respond to rejection emails

Don’t waste your time by sending responses to rejection emails. It might be tempting ask them to elaborate on any feedback they gave you or to thank them for notice of rejection, but it’s just not necessary at the query stage. Agents can provide incredibly useful feedback when appropriate, but in response to a rejection email is not the place to seek out further feedback. Delete the rejection email, move that agent’s message history to your archives, and move on to the next query email.

Smart query

Smart querying is the perfect combination of querying best practices, batch querying, and cold email marketing tactics that serves as the single most effective strategy for landing literary agents out of thin air.

Create a diverse, yet genre-specific agent pool

Once you’ve done some market research and you feel like you have a decent grasp on publishers and agents that deal in your genre, start building a pool of agents who you can smart query and query again later. To establish a truly effective agent pool, come up with a mixture of middle and top tier agents as well as agents who typically are known for responding slower/faster to query submissions. It’s generally a good idea to have a healthy mix of different kinds of agents for your genre (as opposed to all top-tier or all quick-responding agents) because you may want options. A wide variety of stable, established agents as well as emerging agents with potential, is essential to successful and smart querying.

Test batch queries

One key element of smart querying is “test batch querying” where like the name suggests, you send out query emails in strategic batches. Unlike just mass-emailing, agents test batch querying allows you to essentially test-run your query before putting all your eggs into baskets. To batch query, choose 3-5 agents from your pool who respond quickly to queries (leave your dream agents out of test batches) and send your query to them first. If you get 1-2 interested responses (they’re requesting the full manuscript for review) then your query is working, and you can open it up to the rest of the agents in your pool. If you find that agents are getting to the manuscript and losing interest, your manuscript may need more attention first.

Pro Tip: When building your pool of agents to query, do your due diligence on social media. Research your prospective agents on and off the page and ensure your values and work ethic align to avoid any creative differences in the marketing process down the line.

Feedback

I didn’t want to spend too much time on this topic but remember to take any and all writing-related advice and feedback with a grain of salt, of course. Literary agents, like editors, like writers, are all just readers and book lovers at the end of the day, they too are looking for the next story to fall in love with. They make real, meaningful connections to characters and events, so the main goal of a query letter isn’t to sell your story to the agent, but rather to make your story matter to an agent.

After you send out queries, you’ll get a mix of responses, including:

No response at all, which means it’s a rejection. Don’t sweat it—this is normal. Move on.
A request for a partial manuscript and possibly a synopsis.
A request for the full manuscript.

If you receive no requests for the manuscript or book proposal, then there might be something wrong with your query. If you succeed in getting your material requested, but then get rejected, there may be a weakness in the manuscript or proposal. You might occasionally receive personalized feedback regarding the state of your manuscript but it’s not standard practice.

And that’s it for my extensive guide on literary agents and querying! Thanks for checking out my blog post! Did you find any of this helpful? Please let me know and don’t forget to share your experience the comments below!

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