How to Craft an Effective Book Pitch

Updated January 8, 2024

When it comes to getting the word out about your book, many authors immediately think of spreading the news with a press release. A press release—typically a one or two-page document offering a summary and highlighting the main themes of your book—is an important element of marketing your book. However, there’s another piece to the promotion puzzle that may be even more important: the book pitch.

What is a book pitch and how is it different from a press release? Here are the five key elements of an effective pitch.

1. Concise

• A pitch is a bit shorter than a press release. It's usually sent right in the body of an email, so it needs to be super concise to catch and hold the recipient's attention.
• In the short amount of time it takes for the media contact to read a pitch, they should very quickly be able to determine if the book and/or author is of interest to them and if it’s relevant to what they cover.

• An engaging subject line in your email can really pique their interest. You have very limited space in a subject line, so make every word count!

2. Tailored

• When crafting your pitch, it's always a good idea to personalize it for the media outlet you're targeting, whether it's for TV, print, or online. Mentioning a topic they've covered previously shows you've done your homework and makes your pitch more relevant to them.
• If you're reaching out to a TV producer, try suggesting some segment ideas right in your pitch.
• For print and online, take a look at what they've recently published and explain how your book or message fits into their current discussions. Remember, a one-size-fits-all approach just won't cut it!

3. Timely

• With a book pitch, time is of the essence. If you can find a timely angle to include in your pitch, like an awareness day that connects with your book's topic, it'll add a sense of urgency and make it instantly relevant. 

• Plus, breaking news can be a great chance for authors and experts to shine, since reporters, editors, and producers often look for knowledgeable folks to add depth and insight to their stories.

4. Newsworthy

• Another element of a successful pitch is newsworthiness. Outside of book reviewers, the fact that you wrote a book isn’t going to create interest. You must make it newsworthy.
• Depending on the topic of your book, look for trends, popular topics, and viral stories. Take a look at the latest headlines; do any of the themes of your book tie into what’s happening in the news? If so, make a connection between your book (or your expertise) and what’s going on.
• For the specific topic of your book, make it newsworthy by showing what makes it special and different. Did you write a book on personal finance? What makes it different from all of the other personal finance books out there?

5. Tactful

• You always want to take a careful approach to controversial issues and negative news topics. If you’re seen as trying to capitalize on something bad that's happened, you may be ignored, and you’ll likely make the media contact angry. It’s all about giving.
• Sure, you want attention for your book when it’s relevant—even to bad news—but focus on giving, not just getting, coverage. Offer helpful, meaningful and thoughtful insights that can bring important perspective and context to news stories. Publicity is great, but proceed with caution—and tact—when it comes to controversial issues.

A pitch is your first impression, and we all know how important first impressions are. Follow these five tips to make a good one!