Ask any indie author what they find super hard about marketing and often one of the biggest bottlenecks is how to summarise your book for a stranger in a concise and compelling way. Write a book? Easy (well, not easy, but manageable and straightforward). Write a summary of said book? Nope! How?

Whether you’re standing behind a book stall trying to pitch your book to a stranger passing by, or to someone you’ve met in conversation, having the skills to summarise your book in a few short sentences is super challenging. But it’s also really important! Planning a strong marketing campaign for your book takes time, unique thinking and lots of planning. It also involves in-person marketing as much as online, something many indie authors forget. There’s a tendency to just stick to online marketing activities, but you’ll double your results if you’re willing to hit the streets and meet with people face-to-face.

There is a bit of a formula to how you can verbally share about your book and in this blog I’m going to provide a template you can use to have a bit of a script prepared for those local events, book fairs, one-on-one conversations and media opportunities.

The general formula must include the following information:

1. The genre of your book
2. The world/setting of your book
3. The character/s that carry readers through the story
4. The character’s challenge/the story’s conflict
5. Leave the potential reader hanging
6. Land the pitch on how they will feel whilst and after reading it.

Let’s unpack each one of these areas!

The genre of your book

There are many authors who revel in their genre, while some feel that genre restricts the potential of their work. I get it. We don’t want to limit the possibilities of our story nor deny the various influences that helped us create what we’ve written. But from the perspective of a reader, genre provides important information. It’s about what they can expect from your story. If it’s a crime novel, they can expect some exciting wrongdoing, and a keeper of law or “good” enforcement. If it’s a drama they can expect relationships to be at the centre of the story, with possibilities for closeness, separation, heartbreak, reconnection, loss, grief – all the big feelings. This helps a reader understand if the book aligns with their preferences. So think intently about what genre your book falls into. Here’s a list to help your thinking –  be aware that within these genres are often sub-genres as well, that narrow down even deeper:

The world/setting of your book

It’s important to provide the context for your story. Providing the location and time of your story lets readers imagine the space your characters will be engaging with and in. Choose the top 3 features of the world or time your characters are in maximum (it’s very easy to get carried away describing the incredible world you’ve picked or built!) so potential readers know how it looks, feels, sounds and the kinds of events that might take place. You might decide to create some additional material like maps and image boards that show the layout, mood or vibe of the story’s world and those can communicate more details after the fact. Right now we just want to focus on high level detail.

The character/s that carry them through the story

I’ve said this before on the podcast but I’ll say it again – I personally believe characters are more important than plot! Yep. To me characters are the reason readers feel connected to a story. We look for reactions, action and behaviour that remind us of ourselves or others close to us. It’s in our nature to look for mirrors to our identities, insecurities, fears, strengths, desires and motivations. So hook your potential reader with the characters in your story that will be that connection point for them. In a way the characters are like hosts on a tour through challenge and conflict.

The character’s challenge/the story’s conflict

The next key element of a pitch is the friction point – what challenge or conflict will the book’s characters come across? Where do they receive pushback? What makes them move into a state of fear, paralysis or action? These points are crucial to showing the true depth of your characters and readers want to imagine themselves fighting whatever fight your character will come up against. Share only the most important fight or challenge – of course there are tonnes of side conflicts and challenges they face, but the biggest one is the one to communicate quickly.

Leave the potential reader hanging

Don’t tell them the ending! Find a point in your plot where you can leave them intrigued, wanting more, but not completely resolved. Hold back any major spoilers and focus on a point in the storyline where they will be hooked. Highlight a pivotal moment or a dramatic turning point that raises questions and leaves room for curiosity. This could be a shocking revelation, an unexpected twist, or a critical decision the protagonist must make. By leaving readers at a cliffhanger, they will be eager to discover how the story unfolds and what fate awaits the characters.

Land the pitch on how they will feel whilst and after reading it

Readers love books because they love the characters, challenges and world you’ve created, but also because of how the book makes them feel as they read and once they’ve finished the book. To effectively convey the impact your book will have on a potential reader, describe the emotional journey and lasting impressions it will create. Emphasise the lasting effect the book will have, suggesting that the story will prompt reflection and inspire change, and ensure that readers will be fully immersed and invested. 

Bringing this all together: your pitch script

Now we know why we need to include these details, here’s the script to use! Copy this into a word document or a note on your phone to practise and have on hand for when you need it most!

My book is a [genre] set in [world/setting]. It follows [character/s] as they [character’s journey/challenge]. As they face [story’s conflict], you’ll be drawn into [intriguing aspect]. It’s a story that will leave you feeling [emotional impact].

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