The Salesman’s Secret to Writing Incredible Queries

By Beth Ann Erickson

I hate commercials. I hate ads. They interrupt my favorite shows. They eat up close to ten minutes of every prime time half hour.

If I ruled the world, television would run ad-free. So would magazines and newspapers.

And I have a hunch I’m not the only one.

That’s the reality writers have to acknowledge: Nobody wants what you’re selling. Period.

Seriously… does the world really need another book detailing an endangered heroine waiting to get saved by the brandy hero? Are the reading throngs longing for the latest html codes to optimize their website?

They’re not. And this is exactly why you need to make the concepts of good marketing your new best friend.

Once you recognize that nobody really needs your product (whether it’s a book, article, whatever), it’s your job… and your job alone… to convince them that they want it.

Good salespeople recognize this truth and instinctively create buzz around their product.

Sure, your book may contain a hero, heroine, etc. Every book does.

But what makes your book unique? What makes it different from every other book that’s going to cross in front of potential publishers? What makes your article better?

A good sales person (and that’s exactly what you are when you query editors and publishers) researches not only the customer who will ultimately use their product, they thoroughly understand the mindset of the “gate keeper” who will decide whether their “store” will carry the product.

In other words, you not only have to “wow” your future readers… you must totally impress the person who rips open your query and reads it.

You do this by digging deep. Get inside their head. Research until you have a pretty good idea exactly what will go on inside their head when they read your letter.

Tall order, eh?

Well it gets a better… remember when I mentioned that nobody likes advertising? That’s true. Editors and publishers don’t like queries either. Queries take time… just like a bad ad does.

However, EVERYONE likes a problem-solver.

When an ultra-targeted query arrives on our desks… one that effectively solves a problem (sometimes one we didn’t even know we had!) bells ring. Whistles blow. And Liz practically trips over herself to get more information about that book.

OK. I may be exaggerating a little here, but I’m sure you get the point.

So how can you apply this knowledge to your next query?

1. Research your intended audience. Get to know them inside and out. Find out what makes them tick. What keeps them up at night. Weave that information in your proposal.
2. Research the publisher you’re sending your query to. Don’t send them anything inappropriate. Follow their guidelines to the letter. Let them know you’re familiar with them by weaving pertinent facts into your query.

Great sales people know their audience and NEVER try to sell them. That’s because people hate to be sold. Effective sales people are problem solvers and aren’t afraid to frame themselves as such.

That’s exactly what you need to do: You’re not selling an article. You’re not pitching a book. You’re solving problems. You’re entertaining people.

You’re definitely selling anyone. You’re your readers new best friend. And that instantly transforms you into a stealth selling machine.

Big difference.

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