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"Agent Targeting": Prioritizing Agents

For Maximum Opportunity and Results

By John Morgan Wilson

With ten books and a handful of script sales behind me, and a new contract for two more mystery novels, I’m sometimes asked for advice on how to find an agent. Often, that means the other writer simply wants me to send them straightaway to my agent, which I rarely do.

Instead, I suggest that if they are truly serious about joining the writing trade, they need to take a professional approach to finding the agent best suited to their needs. Ideally, that’s an agent with the experience, insight, and connections to guide a particular writer’s manuscripts to the right editors at the right publishing houses, handle book contracts professionally, sell ancillary rights, collect advances and royalties, protect the writer in publishing disputes, and help shape the writer’s career. (For this, the agent takes ten to fifteen percent of advances and royalties.) One rarely achieves the ideal, of course, but with hard work and some luck, you may come close.

To enhance your chances, I recommend what I call "agent targeting" – taking careful aim at more appropriate agents rather than the "shotgun" approach of pitching every agent in the directory. With agent targeting, your goal is to make a prioritized list of agents whom you feel are most suitable for you and your current project at this point in your writing career, even if you’re still unpublished. Here are some ideas for doing that:

Check the acknowledgments sections in novels that fall into your genre, sub-genre, or other suitable categories to see if the authors mention their agents by name.

Note agents and the books and authors they represent when they are mentioned in trade publications such as Publisher's Weekly or newsletters such as this one.

Study the agent section of 2005 Guide to Literary Agents, Writer's Market, Literary Marketplace (LMP) and other resources, including Writer’s Digest magazine.

On the Internet, use the keywords literary agents to access resources for learning more about or reaching agents, including the websites of The Society of Authors' Representatives, the Independent Literary Agents Association, and so on.

When appropriate, "study" agents in writing classes, conferences, book fairs, and the like to gauge their personality, how open they are to new authors, what they might be looking for, how professional they appear, and so on.

If they are willing to hear a pitch on the spot, be prepared with a succinct but compelling summary of your completed manuscript. Offering a thumbnail sketch of your main character or characters and summing up the narrative thrust of your story in a few lines can be a big plus. Don’t waste an agent’s time pitching a book you "plan" to write, unless you’re an established author with a strong enough track record to land a contract with a "partial" (outline and sample chapters). Get their business card for later contact, but don’t expect them to remember you or your storyline.

Network through national or local writer’s organizations such as Sisters in Crime and the Mystery Writers of America. There’s no better introduction to an agent than a referral from an established author. Get involved in these nonprofit organizations, making friends and learning more about the business along the way.

Scan published interviews with writers to see if their agents are quoted or named. If they sound right for you, add their names to your growing list.

When your list feels solid, prioritize it from the top. Give this step serious thought. A big name agent who represents a number of bestselling authors, for example, may not be right for you, if he or she will be unable to give you the time you need to get established; a smaller but active agency where you may get more personalized attention may better suit your needs. This is something you’ll need to decide for yourself, possibly after consulting with more experienced authors.

If your prioritized list feels solid and well-considered, and your manuscript is polished and ready for submission, begin contacting targeted agents, using your list to keep track of which agents you contact, when, and how they respond.

Writing the Crucial Query Letter

In general, the best approach when contacting agents is to query first. Some tips:

Try to limit your pitch to one page.

Capture the agent’s attention quickly, from the first line.

If appropriate, identify your novel by genre or sub-genre, and describe your main characters, setting, plot and theme.

Study the promotional jackets of best-selling novels in your genre to get an idea of the style and flavor needed to write a succinct but appealing description of your story.

Give the agent a bit of background about you, the writer, including your credits, if you have any. If you have some special expertise or experience that relates to the book (police officer, lawyer, paleontologist, mother) mention this briefly. But do not go into mundane details of your life if they are not pertinent.

Include important details – i.e., tell them if your fictional protagonist is intended as a series character – but refrain from overselling yourself or your novel. Be sincere, even enthusiastic, but avoid hyperbole and hot air.

Never tell the agent his or her job ("You should represent me because...," "You should send this novel to such-and-such..."). Assume they know what they’re doing.

If you have a unique or special promotional angle or skill that will help market your novel (such as promoting a mystery series with a physician sleuth through medical organizations you belong to), you may want to mention that in a line or two, but don’t try to impress the agent with a lot of wishful thinking and boastful nonsense.

Do not apologize for yourself or your work in any way, or send up red flags signaling your lack of experience ("I realize I have no professional writing experience, but..."). Present yourself confidently and professionally.

Above all, be sure your query is well crafted and carefully proofread – it is your calling card, the only thing the agent will have by which to judge you as a writer, a person, and a potential client.

Use an attractive but professional-looking letterhead. It’s advisable not to use a letterhead for another line of work (such as a doctor or academic) unless it directly relates to the book’s contents (such as a sleuth who is a doctor or an academic).

Some agents now accept and even prefer e-mail queries; some do not. How do you find this out? Do your research, including a phone call to their office, if necessary.

With your query, include a self-addressed, stamped envelope (SASE), with your phone number and e-mail address.

In general, multiple queries to agents are acceptable, if you mention this in your query, although some agents don’t accept them. Again, do your research.

If an agent is interested, she or he will probably call or write, asking to see a completed or partial manuscript. Be patient; an agent may take weeks or even months to get back to you, and some never bother to reply at all. If too many weeks go by, you may want to query again, with a reminder note, or call or e-mail the agent’s assistant. (The right assistant can often be as helpful as the agent, especially at the outset.) Realize that agents are busy people, inundated with phone calls, e-mails, query letters and submissions. Don’t expect finding the right agent to be quick or easy. If possible, meet the agent and scope out his or her office to see the operation before signing a contract.

Final warning: Beware of agents who charge reading or consultation fees. With few exceptions, these are not legitimate, successful agents. If necessary, ask for a list of their more successful author-clients and follow up to see if it’s legitimate, using some of the research tools mentioned above. (Remember, many authors can be contacted through various websites, including their own.) As with all industries, book publishing has its share of scoundrels, so beware of the rip-off. But don’t let that serve as an excuse for not getting your manuscript completed and out there, if you really want to be a published author.