Be honest.
On a scale of 0 (not at all) to 10 (completely) how comfortable are you “selling” your book and yourself?
And…
On a scale of 0 (pathetic) to 10 (grand master) how EFFECTIVE are you at it?
Whatever your numbers are, this article is going to show you how to improve them.
A lot.
And you’ll be able to do it instantly.
If you allow it.
Seriously…
That’s because all you have to do is change the way you
THINK about sales, marketing, and promotion.
* * *
Just Snap Your Fingers
Okay, it’s not that easy.
But almost.
That’s because your “Inner Game” is half of
your success (and failure) as an author.
So, hear me out.
A while ago I was on the phone with one of my author coaching clients. We’d just finished revising his query so I was asking him questions, collecting testimonial material. I do it over the phone. After I was done asking him why he loved his new query… I asked him an unexpected question:
“What reservations or skepticism did you have right before you signed up to work with me? A lot of people overpromise and underdeliver (and my coaching programs aren’t cheap), so… what thoughts were going through your mind? You can tell me, I really want to know. It helps me get better at what I do, and it will help other authors who are on the fence about working with me.”
The author’s response was typical (at first).
He said what most authors say (yawn):
“Yes, I was skeptical. But you have so many great testimonials—they’re very convincing. And you give away so much great content on your site. I knew that your paid content would be even better.”
Now I should have been happy with that, but I get bored easily. So I asked a follow-up question, trying to get the author to say something I’d never heard before.
I said:
“But some people have told me they don’t like my website. They say it’s too masculine and marketing-driven. It’s clear that I offer PAID coaching services and some people don’t like that.”
That’s when he gave me the z-i-n-g-e-r.
The game changer.
Not just for me, but for YOU.
Here’s what he said:
“That didn’t bother me at all. I figured… if you can sell YOURSELF effectively… then you can help me sell MYSELF effectively. And that’s what most authors need.”
I got goosebumps.
And I made the author wait while
I wrote down what he said so
I could tell you about it.
Then…
Later, I had a SECOND revelation.
This one happened while I was collecting another testimonial from a different author. When I asked her why she signed up to work with me, she said:
“It’s virtually impossible for authors to sell themselves effectively—simply because they’re authors.”
I didn’t have a clue what she meant,
so I asked her to explain.
She said:
“Good authors are good at writing long-form. You know, like books. As a result, they’re generally not very good at communicating things in short-form… like query letters and book proposals. It’s a completely different way of thinking–a different skill set.”
Brilliant.
I made her wait, too,
while I wrote that down.
Now…
Here’s the moral of the story:
If you want to be a successful author, you simply cannot be conflicted about selling. ANY selling. That includes you selling your work, selling yourself, or being sold to.
It will CRIPPLE your writing career.
* * *
Here’s the Thing
Selling is ART.
Yes, it is.
The same way
that writing is art.
So don’t get mad or overly skeptical when people
are promoting things (including themselves).
STUDY them.
Try to figure out what
they’re doing and why.
Because you have to sell
YOU… too.
* * *
The Best “Sales Advice” I Can Give You
You don’t have to be completely comfortable with the idea of selling yourself and your book. But you’ll greatly increase your odds of being successful if you consciously try to get more comfortable (and effective) selling yourself and your book.
Don’t worry about the 99% of people who don’t want what you have. They don’t matter (at least in the sense that you shouldn’t let them get inside your head). I can tell you from many years of experience in marketing and sales that you need to stay focused on one thing only if you’re going to be successful.
And that is…
The 1% that DO care.
When you send out your queries or talk to someone about your book, you’re doing THEM a favor if you’re a decent writer. Not the other way around. Yes, the 1% (agents, publishers, and readers) are out there waiting for someone like you to come along and tell them about you and your book.
They’re going to see it as an opportunity.
They’re going to appreciate it.
So don’t be shy.
And don’t hate the selling process
because it comes with lots of rejection.
1% is good enough.
* * *
One Last Important Thought
Every time I send out an email to my mailing list, some people unsubscribe. I’m okay with telling you that because EVERYONE with a decent-sized mailing list knows what I’m talking about.
It’s part of success.
And…
It’s okay…
Because I’m not writing for everyone.
Just my 1%.
You know… those who are truly passionate about writing and becoming bestselling authors. If that’s you, you’re in the right place. I’m honored to be part of your journey. And I’m going to help you find YOUR 1%.
All my best,
– Mark
* * *
* * *
MARK MALATESTA is a former literary agent turned author coach. Mark now helps authors of all genres (fiction, nonfiction, and children's books) get top literary agents, publishers, and book deals through his company 
MARK MALATESTA is a former literary agent turned author coach. Mark now helps authors of all genres (fiction, nonfiction, and children's books) get top literary agents, publishers, and book deals through his company 
Glad you’re still alive and kicking. I was worried maybe aliens absconded with you. Congrats on the newest ventures.
Still no bites on my MSS, but I sent out a query on my latest. The help you gave me on my other books helped me semi painlessly construct a query for it.
Painlessly, really? You said that with a straight face? You, who once said you’d rather write another novel than a query letter. You have made me proud. I weep. Okay, not really. But I am smiling. Glad to be connected again, and I’ll respond to your email separately. Mark
SEMI painlessly. But yeah, I paid attention in class I guess. I’d still rather write another novel, but at least now I can write a $&%|! Query if I have to.
You done good.
And I knew there had to be a semi- in there somewhere. 😉
Mark
I’ve missed connecting with you recently, Mark. Good things are happening and I understand the importance of your message here. I’m published in two journals so far this year and another coming out in a few months. This is all good for building my author’s platform as you suggested. I finished one book and submitted it to a contest at a quality publishing house. My 2nd book is in progress and I’ll be sending it to an agent using your query letter advice. Thanks greatly for all you do for us!
Hey Rhymster, I’m back for good… and glad to know you missed me. 😉 Even happier to know you’ve been working hard and getting more recognition. Keep doing what you’re doing, and keep sharing your successes so we can celebrate with you. Mark
Hi, Mark (a.k.a. the Real Deal)!
I can’t tell you how much you’ve inspired me with your words about the “1%” out there. How very true this is. Thank you for being you and for giving us bestselling-authors-to-be the best advice available on the web. Congratulations on your new web site. I think it’s going to be great!!
Hi Ron, glad to hear it. And I love the enthusiasm. I feed off your energy the same way you do off mine, so thanks for sending the love! And have a great week. Mark
I am a romance novelist, and I know the category is already bulging with talent. Outside of writing paranormal romances like the Twilight series or historical romances, how can I make my work stand out so it interests agents and publishers? I know you will probably say that I should just simply write a good novel, but I feel I have already done that. Do you ever read anything for free? If so, I will send you a few pages.
Hi Janet, you were wise to guess (accurately) my response. Ha ha ha. No, I don’t read things for fr*ee. Otherwise my email box would be flooded with requests and I’d have no time for my paying clients… or anything else for that matter. But I do answer questions here, and that might come in handy for you down the road. All my best. Mark
One should be on guard when someone tries to sell him or her something. But at the same time, one needs to realize that in a capitalistic society, selling is the name of the game. If you’re good at it, without being outright dishonest, more power to you. The question always is whether the product is worth the price, and the wise approach is not to disparage the seller but to weigh the benefits versus cost and make an intelligent decision.
As for emails, if some might help, I’d like to see them.
Hi Bob, it’s a funny thing… once you’re in a position of having to get good at selling, you “magically” start to have a greater appreciation for those who seem skilled at promotion. At least that’s been my experience. Wishing you well and looking forward to catching up. Mark
You already know most of this, Mark, but I thought your clients might want to know: Within 48 hours after sending my first batch of 40 queries using the letter that you radically altered, I received a request for the full manuscript and one for additional chapters, mixed in with three rejections. That compares to zero requests for more materials out of 47 queries using the old letter. Call it promoting or selling, or whatever. I call it shrewd insights.
Hi Bob, and I love you letting them know. Thank you. Authors have no idea how hard it is to get the attention of agents. I say that not to be negative, but to inspire them to adjust their expectations. Then they have a chance. Sometimes it’s quick and easy, but that’s the equivalent of falling in love with (and marrying) the first person you date. Rare. Have a great weekend. Keep doing what you’re doing. And keep me posted. You’ve paid your dues in ways that most could only imagine. So keep believing. Mark
Mark – I love the changes to your site and the improved directory! Well done, and thanks to you and Ingrid for ‘getting it’. This is great stuff. You are a tremendous resource and ally for aspiring authors. Thank you!
Hi Jody, that site is just an additional site… still need to revamp this one! But it’s coming. Thinking of you and pulling for you. You’re one of the good guys in our book, in every way. Mark (and Ingrid)
I am seeking representation for my book, The Power of I Believe, a Christian-themed book written to help stroke survivors and others touched by a disability regain their faith and strength as they recover and move forward with their lives. Although I wrote this book with stroke survivors in mind, the feedback I have received through my blog and Facebook page has shown me that The Power of I Believe is a source of inspiration for anyone who needs it.
Hi Robert, I like books that matter… so I hope you do well with this. Make sure you use all the resources on my website and let me know if I can help in any way. All my best. Mark
Your humble, kickass attitude makes me enthusiastic and I’m not easily entertained. Don’t forget me…I’m the real South coming your way soon. My best to the team.
Hi Deborah, I love it… thank you… and I won’t forget you. Until then, sending you warm wishes for a wonderful rest of the week. Mark
Mark – I SEE your wheelhouse so clearly now. The “before” was a great help to me. The “now” is like a new breathing space for my work and my goals. THANK YOU!
Hi Janet, glad to hear it… and thank you. By the way, one of my longer-term clients just got an offer after sending out 205 queries. Persistence pays! Gotta love it!!! Thinking of you. Mark
Mark, I admire your energy! It takes energy to do everything you do as well as you do it. I also am looking at branching out a bit in my website (as we’ve discussed). Learning to focus on my goals has been my toughest challenge, but I am seeing progress every day. I know your site redesign will work great for you, and will look forward to seeing it.
Hi Harold, we forgot to talk about your website and email list last time we talked… so remind me next time. The sooner you can start visualizing what’s next, the sooner it will happen. 😉 Here’s to our continued success. Have a wonderful weekend and see you again soon. Mark
Some spanking new announcements
Not one, two, three, but four
I found them all exciting
Not one I found a bore
It seems like you’ve been busy
And yet there’s more to come
And so we’ll all wait eagerly
Until the final sum
Alas a new Directory
The listing all updated
I thank you for your work in that
I truly am elated
That in itself is worth so much
Appreciated too
I know it takes a lot of time
To do the things you do
And yes in much of history
Minorities prevailed
That 1% were special stock
Who sailed through storms and gales
And as you’ve warned us well before
Rejections may be many
These challenges are simply steps
Before we earn first pennies!
Hi Lynn, you are truly one of the 1%. 😉 Sending you warm wishes for a wonderful weekend. More announcements coming soon, so stay tuned! Mark
So good to see your letters back Mark! Such a treat to receive! Here’s to your new site and to us all selling like super sharks! Or eating shark! Or both! At the same time even! I’ll test that out!! Meanwhile, such great selling points! Again, Isaac Mizrahi’s quote, “Do your art. Not everyone will get it, but someone will love it!” is a quip I adore! Viva that 1% therefore! Indeed! Off to smoke artichokes, starfruit, and a couple Australian grass fed steaks, as to welcome in, “Saturday!” Cheers!
Hi Leah, I’ll never leave you again. Ha ha ha. Seriously though, it’s good to be back. And I’m FINALLY getting my social media going now, too… so soon people will be sick of me. 😉 Ingrid steamed salmon in bags last night with lemon, spinach, tomato, asparagus, carrots, and other veggies. Then topped it off with béarnaise sauce. It was so good that it’s 8:30 am and I want more. Here’s to good food and good people. Have a great weekend and see you soon. Love from both of us. Mark (and Ingrid)
Hi Mark,
I ran out of room in my last comment. I was blabbering. Anyway, CONGRATULATIONS to you! It sounds very exciting and I wish you success. I may be in touch if/when offers come in– fingers crossed! I took your advice and started a blog. I have to tell you, it was the best thing I ever did. I also treated the requesting agents like people and not Gods, per your advice, and a funny thing happened… I saw a different side to them: Funny, relaxed, HUMAN. Imagine that? You were right again!
I love kind and enthusiastic people, so you can blabber all you want. Your blog looks great (nice design) so I’m thrilled you got that going. I just created a website for one of my coaching clients and she just got four offers for representation from agents. I know the website played a significant role. She’s a nonfiction author, so a site was even more important. Sounds like you’re enjoying the journey and, yes, agents are just people. So keep doing what you’re doing, and keep me posted. Your success is my success. Mark
Why do you say the it’s even more important in non-fiction?
Hi Charlie! Nonfiction authors are generally expected to be “experts in their field.” If you’re not, they’ll publish someone else who is… because they can. The more well-known someone is, the more likely it is that they can get lots of exposure when the book comes out… and help sell lots of books! Mark
Hi Mark,
I am absolutely your 1% and will NEVER delete you or unsubscribe. You have too much great advice to offer. I have great news… I hope. I made it into Pitch Madness and gained three requests from top agents for my new MS, Timber Point. Then I entered #PitMad on Twitter and gained two more! Although the #PitMad requests are from publishers not agents, and I don’t know how I feel about going direct. I guess I’ll figure it out IF an offer comes in. Meanwhile… I wait.
Hi Sue, thank you for saying that and CONGRATULATIONS on all the progress you’ve made since our call. And don’t worry too much about what happens next, that will take care of itself. Although you should carefully read the rules of any content before you enter it… to see if you’re giving up any rights! Mark
Mark,
Great relaunching! I look forward to the new directory! Glad you have a team to help you now.
Lots of good advice in your feature article. Very encouraging for us writers who are trying to take that first step.
Thanks!
Thank you Vicky, and I’m glad you enjoyed the article. Sometimes I think I learn as much from my clients as they learn from me. Here’s to staying inspired and encouraged. Have a great weekend and enjoy the directory! Mark
Congratulations, Mark, on your exciting relaunch!
It strikes me as similar to rewriting a book — time-consuming, tedious at times, but also thrilling to discover and incorporate new ideas that make you even more proud of the accomplishment. In my case, I’ve done rewrites umpteen times for each project. I hope you enjoy your “rewrite,” too, especially now that it’s done.
Great to have you back. Best wishes, always and all ways.
Hi David, I hope you’re having a great weekend. Yes, you are right. Rewrites are rewrites. And building a new website isn’t that much different than writing a new book. Always good hearing from you, so thanks for stopping by. Warm wishes to you and your family. Mark
Hi Mark,
On a scale of 0 to 10, I’m a 9 at comfortable selling myself and a 0 at selling efficiently. But I’m comfortable with that.
Hey, do I need to put my name and email in your new directory to gain access to it, or is there another way for those already on your list?
Excited to hear you have a team! Will you be handing these comments off to them now? (If so, Hi team!)
Hi Jen, if you want instant access… yes. Otherwise, just look for an email from me in the next couple days with a direct link to the membership area. Have a great weekend and I’ll see you again soon. I’ll continue responding to all comments, by the way. At least for now! Mark
Hi Mark,
I got the link in my email and I just checked out the directory. Very classy.
Also, I forgot to thank you for picking my last week’s comment for the $20 gift card.
Hi Jen, also… don’t think I sent you this yet. Going to check now and see. I wonder if you won AGAIN. Be sure to check the results for the massive giveaway I just announced. 😉 Mark
No, I haven’t got the link for the $20, just saw my name (unless there’s another Jen Garrett) 😉 But Whoa, wait, where’s the massive giveaway you just announced? I missed something! 🙂
Check your email again to see my latest giveaway… if it hasn’t arrived yet. 😉 Mark
Oh, while I’m writing, the gift card gets sent to my email. Thanks again. 🙂
You deserve it.
Mark
P.S. And Mark, thanks for all your hard work on our behalf – the site looks good! When I’m more lucid, I’ll spend some real time there. Cabernet wishes and croque monsieur dreams…lol
THANK YOU… and much more to come. Enjoy and see you again soon. Warm wishes. Mark
Part of selling yourself, whether as an author, an artist or building contractor, is being able to identify a problem/need and to provide a solution which likely will then be embraced. We must be clear, confident, and willing to take the good, the bad, and the ugly. But unless we ask for what we want, nobody is going to walk up and hand it over.
Hi Claudia, I love it… so thank you for sharing that. People (myself included, in the past) can try so hard to be polite or not offensive or salesy in any way, that they can be completely ineffective. Or a lot less effective. Here’s to clarity, confidence, and success. Have a great weekend. Mark
I have written to you in the past about standing out to publishers among the million other housewives who swear they are the next Mary Higgins Clark. Today, I want to know how to stand out to readers. Lately, I have noticed the trend of using an exciting pen name, using a “stand in” for the author photo, and making up (I am a fiction writer, after all) an attention-grabbing bio. Where do you stand on this? Is this the new standard, or just a silly fad? Thank you!
Hi Erica,
I may be in the minority, but as a reader, I don’t like being lied to. I’m not talking about your pen name; to me that’s just like choosing a nickname. And I don’t mind you keeping secrets, or leaving out the boring parts of your life. But unless your ‘stand in’ is your pet, your childhood photo, or your logo, I’d hope you give me a real author photo and bio. You are awesome enough, you shouldn’t have to make that up! That’s said, if you do pull a “William Goldman,” do it right.
~JEN
Hi Erica, I guess there’s no harm in having a pen name… especially if your birth name is John Smith. Why not have fun and come up with something that’s more interesting and “on brand” with your genre? That said, a great book title (and a great book) go a long way, too. 😉 Great question, thanks for posting, and have a great weekend! Mark