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The Steve Laube Agency

Helping to Change the World…Word by Word

The Steve Laube Agency

The Steve Laube Agency

Helping to Change the World Word by Word

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Home » Marketing » Branding

Branding

How Do You Know What Will (or Will Not) Sell?

By Steve Laubeon February 24, 2025
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There is a mysterious magic embedded in the mythos of the publishing industry: the ability to pick successful books. I was recently asked, “You say ‘no’ so often, how do you know when to say ‘yes?’”

I wish I could claim that every agent and publisher have a secret formula we consult to know what will sell. Ask any group of us for that secret and we will all laugh because there is no “secret.” We have all picked winners, but we have also picked ones that didn’t work as well. However, there are some things we do rely upon when making our choices.

Experience

Soren Kierkegaard wrote that “life can only be understood backwards; but it must be lived forwards.” Such is the nature of experience. We build and learn from our mistakes and our successes. The longer I’m in the business, the signs of potential success are easier to read.

My first few months as an acquisitions editor were not stellar. I still have some of the proposals I presented to the Bethany House Publishers committee back in late ’92 and early ’93. It amazes me how patient Carol Johnson, my boss, was in those days. Eventually I got the hang of it and began finding and picking successful books.

I believe a part of that experience comes with being widely read. Experience isn’t only having a resume with decades of years listed on it. The knowledge that comes with considerable reading can help anyone, of any age, get a handle on what works and what doesn’t.

The more you read, the better you know what is being published. Being aware of the marketplace is a huge leg up on the competition. In other words, don’t pitch a new book idea with a title like The Fourteenth Wing or Jesus Came Calling or Hungry for Games. Or don’t write in a genre in which you have no knowledge or understanding. (I once asked an author, who was writing a thriller, “What author is your favorite in this genre and compare your work to theirs for me.” Their answer was “Oh, I don’t read thrillers. I don’t like them.”

Experience, in a sense, comes by living in the room where the action takes place. Living and breathing the industry, reading or sampling hundreds of books in all genres, both fiction and nonfiction. After a while, what was an impressionistic painting becomes still-life realism.

Instinct

Instinct is not something that is easily taught. Did you know that the same editor who discovered Stephen King is the same editor who discovered John Grisham? (His name is Bill Thompson.) There is an innate skill that helps with picking the best. I can’t explain it. But there are times when you just know. This writer’s work is gasp-worthy. Or you sense in them the work ethic that is going to reap huge benefits in the long run.

Think of it in terms of a baseball scout trolling the dusty fields in the backwoods of America and other countries. They watch hundreds, even thousands, of players; and their job is to find the best and brightest and give them a chance to be a part of the big stage someday.

So What? How Does That Help Me?

This is a legitimate question because it may not necessarily help you with pitching your book …. at first glance. But actually, it speaks directly to each writer who is working toward publication.

  1. Be aware of the marketplace.
  2. Read widely, beyond your comfort zone.
  3. Try to figure out why that book is a bestseller and the other one on the same topic isn’t.
  4. Let others teach you.
  5. Trust your gut. Sometimes that instinct is simple self-delusion, but often it can tell you that “this is the one.”

 

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Category: Book Business, Book Proposals, Branding, Career, PlatformTag: Agents, book proposals, Career, Pitching, What Sells, Writers

The Anatomy of the Publishing Cycle

By Steve Laubeon November 25, 2024
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If you ask an editor or an agent, “What’s hot right now?” you are too late with the question. The nature of the publishing business is that what you see selling today are books that were conceived, written, published, and marketed over the past couple of years or more. That is why we, on this side of the table, avoid making pronouncements on current trends. In some ways, the agent and the …

Read moreThe Anatomy of the Publishing Cycle
Category: Book Business, Branding, Career, Creativity, Indie, Marketing, TrendsTag: publishing, The Publishing Life, Trends

Know Your Genre When Making a Pitch

By Steve Laubeon August 5, 2024
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Awhile ago I received a call that illustrates a common error a writer can make when making their pitch: the problem of not knowing the genre in which they are writing. The call went something like this: Writer: I’m calling to see if your agency handles westerns. Agent: That is a tough genre to sell in the current market, but a lot would depend on how well you can write it. Writer: Some …

Read moreKnow Your Genre When Making a Pitch
Category: Book Proposals, Branding, Conferences, Get Published, Marketing, PitchingTag: book proposals, Genre, Get Published, Pitch; Genre; proposals, Pitching

We Have a Failure to Communicate

By Dan Balowon April 25, 2024
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Recently, I was listening to someone speak to a group of grade school children and was struck by how many words and phrases the kids likely had no idea of their meaning. Even if you speak clearly and slowly, a six-year-old will probably not understand the phrase “Take the left fork in the road,” and much less “substitutionary atonement.” It’s in the same communication category as traveling to …

Read moreWe Have a Failure to Communicate
Category: Book Business, Branding, Get Published, Pitching, The Writing Life, Writing Craft

You Gotta Have Friends … and Strangers Too

By Tamela Hancock Murrayon May 31, 2023
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No one likes to see negative book reviews. However, if you earn a negative review or two out of many, don’t despair. This event likely means strangers who have no personal interest in you, but are reading books only for themselves, are engaged with your work. That’s great news! Where Are the Readers? Keep in contact with potential readers so they’ll be amenable to your books and eager …

Read moreYou Gotta Have Friends … and Strangers Too
Category: Branding, Marketing, Platform

Tips for Nonfiction

By Tamela Hancock Murrayon February 22, 2023
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In response to my post “Line Editing,” a faithful blog reader asked me if I had any tips for nonfiction writers. The suggestions here aren’t considered line editing but are more general. I hope they offer insight. Consider your brand. While you want each book to be fresh, you want to stay within your brand, or the brand you’re building, so your readership knows you wrote …

Read moreTips for Nonfiction
Category: Branding, Pitch, Pitching, The Writing Life, Writing Craft

Voices of Courage: Why Military Writers are Important

By Dan Balowon February 8, 2023
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Successful books always come from a writer’s inspired, creative mind and heart. Every time we attempt to make publishing a science, making it more about business nuts and bolts, rather than art, serendipitous creativity seems to find a way around the science, nuts, and bolts. Effective and wise business planning is important, but Christian publishing’s guiding principle should be Proverbs …

Read moreVoices of Courage: Why Military Writers are Important
Category: Agents, Book Business, Branding, Career, Encouragement, Faith, Inspiration

Building Your Platform Without Becoming a Narcissist

By Dan Balowon October 19, 2022
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Authors in the process of building and maintaining their media platforms can easily slip into a self-focused effort, evaluating every relationship with an eye toward their personal benefit, seeking attention in any way possible, and exhibiting all the traits of destructive pride. Well now, there’s a cheery thought to start the day. Some little hairs must have gotten under my collar after my last …

Read moreBuilding Your Platform Without Becoming a Narcissist
Category: Branding, Marketing, Social Media, The Writing Life

Watch the Jargon

By Dan Balowon February 17, 2022
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In early 2018, a corporate consulting firm, Grant Thornton, did a detailed analysis of Fortune 500 company websites, press releases, and social media. What they found was not surprising, but still proved how the use of business jargon (commonly used phrases) pervades the corporate world. What was the most commonly used phrase by Fortune 500 companies? “Best in class” Rounding out the top ten most …

Read moreWatch the Jargon
Category: Book Business, Book Proposals, Branding, Marketing, Pitch, Pitching, The Writing Life

Searching for Books

By Dan Balowon September 8, 2021
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Online search engines are immensely powerful, often anticipating what you want and asking, “Did you mean _____?” when it doesn’t locate what you typed. This is very helpful because making your book as findable online as possible is critical since online book sales are pretty important! Making your book discoverable online is all about keywords. Read a good explanation of them by clicking on the …

Read moreSearching for Books
Category: Book Sales, Branding, Marketing, Self-Publishing, The Publishing Life, The Writing Life
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