Using Genre to Land an Agent (Or: Direct Marketing Your Unique Novel)
Genres are, first and foremost, screening devices. Everyone from a prospective reader in a bookstore or browsing online to an agent (or screener) slogging through the slush uses genre for one purpose – to quickly weed out the overwhelming majority of books they don’t want to bother with.
Even if you have a difficult time embracing that as a writer, on the business side of this writing thing, it’s crucial to acknowledge it. Screening devices are where the initial sorting (which usually means “sorting out,” complete with a form rejection) occurs, and genre is a key screening device.
It’s when, not if, you need to worry about genre
Some authors write very good books and make quite a nice living writing to genre. Others write what they feel compelled to write, without regard to genre. But one way or the other, genre matters.
For someone writing to genre, it’s smart to know that heading in. Genre romances have happy endings, genre westerns are set west of the Mississippi and before 1900, and so forth. A very nice book may be set in the west, and occur a long time ago, but if it gets screened “in” by someone looking for a genre western, it’s going to get screened right “out” again as soon as it becomes clear it is not that.
For the rest of us, though, genre is something that either vaguely sat in our minds as we wrote or (in my case) is a gnarly, weird issue that presents itself after we’re done. Either way, though, genre matters. It matters a lot, and the words we use to describe genre directly impact response rate and agent interest. Unless you are intentionally writing to genre, the issue here is about marketing your novel, not writing it. In our case, that means marketing to agents. But agents need to market to publishers, and publishers want to buy things they can sell to readers. So, when querying, your genre description answers two important questions from a prospective agent:
- Is this the kind of book I know how to represent?
- Can I sell the fucker?
The point behind genre designations in queries is to truthfully let the agent know the answers to both of those questions is “hell yes.”
Categories that are not genre (YA, MG, NA, etc.)
My next post will go into this issue in detail, trying to line out as cleanly as possible where the line is between MG and upper MG, where upper MG turns into YA, and so forth. For now, it is just important to understand that agents are increasingly identifying what they are looking for according to these categories. Sometimes, and, again, increasingly, more so than by traditional genre. These designations matter, and have a lot to do with the two questions I stated above.
Why putting yourself in the right genre matters
Correctly identifying the genre you are pitching is important, beyond just the sorting function. For one thing, it demonstrates a certain amount of knowledge on your part, which brings with it some professional credibility. Or, conversely, if you don’t even know what 99% of the publishing industry would classify your book as, you are essentially adding a post script to your query that says “I don’t really know what the hell I’m doing here, so being my agent will be a lot of work.
Also, that designation lets a good agent know at a glance whether she has the relationships she needs to sell your book. If she sold four MG fantasy chapter books last year, three of them to the same acquisitions editor, who she knows is looking for more, your MG fantasy manuscript will pique her interest because of it. Conversely, if she’s struck out with the last fourteen MG fantasies she’s tried to rep, it will do the opposite. And that is not entirely a bad thing. If what you wrote is a MG fantasy, there may be an agent six floors down in the same building with those relationships, the form reject from six floors up may just be saving both you and the wrong agent a lot of wasted time and frustration. The end goal is to have thousands of people paying cash to read your book, not to land an agent. Accurately classifying your book is a step toward landing the right agent for that book.
How do you designate genre?
This can be tricky (or not, depending on your situation). If you wrote that MG fantasy, it’s fairly easy. If you’re like me, writing something that straddles about five genres, without being any one of them much more than any of the others, it’s a totally fucked up vin diagram without much else in the middle. takes a little more effort. In either event, I think it helps to go through a backward looking process —
- Start with your end-game. Don’t think about what you wrote, think about who will pay hard cash for your book. Ultimately, every decision from the initial slush pile screener to Barnes & Noble’s purchasing agent will be based on one question: who is going to whip out a debit card for this book.
- Put yourself in the shoes of your prototypical reader. View your manuscript from the point of view of the person who decides to start a fan fic page based on your novel. What motivates her to love it? Find the key elements that would stick out to that person, and you’ve found the thing you should focus on when defining genre.
- Dig deeper. The more you can imagine a third-party’s review, the things that stuck out to that reader, the better you will understand your genre What are the key elements of your story she would focus on? Is it the setting? Characters? Story arc? If your steampunk novel has more leather corsets than steam, or most of the steam in the novel is a product of said corsets, suddenly the steampunk element is more a setting for a steamy romance than an accurate genre designation.
- Look at comps. There are comps for marketing purposes – current or recent titles that have sold well that demonstrate a likelihood your book will sell well. Those are fine for a query, but they are not what I’m talking about here. The question here is: what are your real comps, the other books, whatever they are, that are truly most like yours? Those are your guide to genre. I have had four agents (out of sixteen total queries sent) and two of my three ABC Partnerstm tell me my writing reminds them of the same author. He is dead, and his last book was published fourteen years ago, so that’s useless information for a query. When it comes to defining my own genre, however, it is a guiding principle.
- Look at your specific audience. Not the book-buying audience of the future, the specific agent you are querying. If your research shows you an agent who you think is a good fit (and if you pick agents the way I suggest on this blog, you will know), allow that to inform your genre statement in any particular query. It’s important that your query be accurate and honest, but if your book is 50% sci fi and 50% romance, there is nothing wrong with telling the romance agent it’s a romance novel with sci fi elements and telling the sci fi agent it’s sci fi with romance elements. Each agent will judge from your pages whether the book is a good fit, and either or both will be prerequisites to selling to an acquisitions editor, so there is nothing wrong with focusing on that agent’s interest. As long as the core of the book is, truly, what you’re representing it to be.
- Know genre rules. As mentioned above, particularly in things deemed “genre fiction,” the use of a genre designation creates some (often surprisingly specific) expectations. Regency romances take place in a certain setting during a single historical decade, for example. Know exactly what is expected of a book in the genre you say you fit. Even if your noel strays from the specifics for the closest genre fit, you gain, instead of lose, credibility by knowing and acknowledging the difference in your query.
- Think about the future. If what you want in your heart is to be a romance novelist, embrace that. Your romance/mystery should not be touted as a mystery, if the next three books you plan to write keep the romance, but cross into different subgenres.
More than anything, I think It’s important to realize that genre designations begin and end as marketing tools. That is not as anti-literary or mercenary as it sounds. That is simply the reason they exist. Nobody walks into a bookstore or library planning to start with the first book on the top shelf to the left, reading blurbs until she finds something she likes. Genres point readers (and agents) toward groupings of books they are more interested in than others. There’s an appropriate grouping for any book, from small engine repair to a collection of love poems. The point behind genre designations in querying is to let the agent (who you have already researched and know will be a good fit) know that you have written what she wants to read and rep.
Next up, sorting through the age-based designations.