Afraid of the Elevator

I’m trying to overcome a fear: fear of the elevator. Not the metal box that moves you from one level to the next. I’m talking about the “elevator pitch.” It is a necessary element for any author who is trying to sell a book.

What is an elevator pitch? It is an enticing summary of what your novel is about. Theme, plot, characters—all elements wrapped up in a neat little package that you must deliver in the time it takes to ride an elevator to your destination. A trip on the elevator is not very long.

But our book is. How do you condense a 500 page book into a minute’s tagline? And how do you do it with finesse? Not only is it difficult to summarize a lengthy novel (believe me, all the twists in the plot seem important when it’s your book), but you’re selling your heart and soul.

Whether an agent, a publisher, or a potential reader, they want to know: What is this book about, and why should I buy it? It’s exactly how we think when we’re looking to make a purchase. What makes this book so special? Is the cover appealing? Does the back cover summary entice you? Can you open it to any page and become hooked? A book is an investment of time and money, and if the reading experience is not satisfactory, it could mean your reputation.

There are no visuals with an elevator pitch. It’s a carefully constructed piece of marketing. You want to avoid tired clichés, and you want to deliver your summary smoothly and with inflection. You want to have the voice of Garrison Keillor of James Earl Jones so that you can instantly command your audience’s attention.

If your audience breaks eyes contact, yawns, or walks away, you’re finished. You’ve failed. There won’t be another chance with that one. Try not to take it personally, but then again, how else can you take it? It’s your book—your pride and joy, for crying out loud. And it has just been rejected before it was even picked up!
I’m an author, not an actor. Nor am I an expert salesperson. It doesn’t matter. Unless you can pay a professional to market your book, your readers expect YOU to sell it to them. And you should be able to do that with your pitch.

I’m intimidated by the elevator pitch. It’s a scary thing, looking into the eyes of a stranger and trying to convince him that your story is something he will want to read. I struggle with this now, and I always will struggle with it. I am grateful for my writing partner, that we can collaborate a pitch that will be clever and enticing.

Our latest assignment with our writers’ group is to do just that: create a pitch and present it to the group. We will present it to our peers on October 6th, and they will critique it. I shouldn’t be afraid, and yet… Well, let’s just say you have to face your fears. One day our delivery will come easily, and we will be the professional marketers we long to be. Or maybe it’ll just be enough to win the attention of someone to share in our written adventure.

-Stef

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