Book publicity: For Publicists

Stop with the telling. Instead, show.

I receive pitches every weekday, and sometimes on the weekends—so many pitches!—from publicists who want to book their authors on Writers on Writing. I love discovering a new book or author suggested by a publicist, but I bet I miss a lot of good work and compelling authors.

Writers are told all the time: make that first paragraph—that first sentence, even—sing. It needs to be as strong as possible, whether you’re writing something short or long. I wish publicists would also take heed.

The first paragraph of many of the emails I receive from most publicists often includes words like “thrilled,” “propulsive,” and “heartwarming.” There are many more adjectives that make me hit delete. Those words don’t tell me what the story is or why I should be interested.

I offer advice gleaned from an old Bob Newhart episode: Stop it. It doesn’t work.

Instead, cut that first paragraph—a publicist’s throat clearing beginning?—and start with the second graf where you write what is essentially flap copy. Show and tell what’s going on in the story. Let us—podcast hosts, reviewers, whomever!—realize for ourselves that the story is thrilling or propulsive or heartwarming.

In 1997, I gave up my work as a freelance publicist to focus on journalism and fiction. I know firsthand it can be tough work getting the customer interested in what you’re selling. I found getting right into the story is the best way to draw someone in. And if you read the book you’re promoting, and connected with the story or author for whatever reason, start with that. That would keep me reading.