Crime thriller writer Leigh Russell has emailed with a question. ‘I’m quite happy to tell the world about all the great reviews my first book, Cut Short, has received, but it’s very hard to plug your own book in your own words. How can I describe myself as ‘a powerful new voice in crime fiction’ or ‘highly recommend’ my own ‘gripping’ writing? It sounds conceited and silly.’
Too true. Years ago the London Evening Standard advertised its colour supplement ES as ‘a magazine with a brilliant standard of writing and printing’. It wasn’t a quote from a review or an award; they wrote it themselves. They were the evening paper in London; as much of an institution as the BBC, yet that slogan made them sound like lame amateurs. My gut reaction was ‘don’t tell me you’re brilliant. Tell me why and I’ll make up my own mind’. (Along with, why do I give a toss about the printing?)
When you’re writing a piece to promote your book, you can’t tell readers it’s brilliant, hilarious or deep. Even if you’re the Evening Standard. Instead you have to find what you can say that will make people take notice, and want to give you a whirl.
You can’t comment on the quality of your writing. But you can be specific and say ‘I paced my literary novel like a thriller because I love the way a good plot gets hold of me and won’t let go’. Or ‘I’m fascinated by how crimes are points of no return for the people who have committed them, and what they do afterwards’. (Hey, that sounds fun, maybe I should write it.)
Notice how other writers talk about their work and how they get your interest. For instance, Alice Sebold: I was motivated to write about violence because I believe it’s not unusual. I see it as just part of life. Can you explain what drew you to your themes, the story, the characters? And demonstrate what will be unique about the way you write it?
Identify anything that’s original about the way you’ve tackled the story. Here’s David Mitchell on Cloud Atlas: I read ‘If on a Winter’s Night A Traveller’ by Italo Calvino – an experimental novel in which a sequence of narratives is interrupted but never picked up again… I wondered what a novel might look like if a mirror were placed at the end of a book like Calvino’s so that the stories would be resolved in reverse.
And another David, David Nicholls, on his novel One Day:
I first became interested in the significance of anniversaries after reading ‘Tess of the d’Urbervilles’. I thought this passage was a good starting point for a story; to take the day on which an event happens, work backwards and then forwards again. … To show two people’s lives over twenty years – only ever showing one day… I liked the idea that someone you meet in 1992 as a secondary character could become massively important by 2001. And to delve into events not always looked at by writers. Rather than births, marriages and deaths I thought it would be fun to write about what it’s like to babysit seven months after you’ve had the baby. Or show someone writing the wedding speech rather than show the wedding.
Nicholls’s passage is rather long for the standard pitch, but it shows how much you can probably say about your novel once you get going.
If your novel is based on personal experience, that’s worth mentioning. It makes you that bit more qualified to write from the heart. Judy Blume says of her YA novel Tiger Eyes: ‘It’s about the sudden, tragic loss of someone you love. I lost my beloved father suddenly, when I was 21. He died, not as the result of a violent crime, but of a heart attack at home. I was with him.’
Notice that Judy Blume shows she has done more than write a memoir – like Alice Sebold, who famously drew on her own teenage rape to write The Lovely Bones but has woven a literary world with its own distinctive rules. I also like this interview with novelist, journalist and poet Blake Morrison, whose inspirations are high-profile murders. What makes a story unique is what the writer does with ideas and experience – and this is at the heart of what you are selling.
Take-away points
- You’re selling yourself as a storyteller – so tell a story about the story.
- Make it as personal as possible. Even if the novel is not based on your actual life, make readers feel that what inspired it matters to you – then they are more likely to think it will matter to them.
- Show not tell – not just within the pages of your story, but in everything you say and do about it. Think of it as a mantra for your whole writing life.
Expect to take a long time over this letter. But once you’ve got going, you may find it rather fun. And what about the quality of the writing? That has to speak for itself.
Thank you, Leigh, for provoking this post – I hope it’s helped. And guys, tell me – how easy do you find it to plug your writing? Do you have any tips to share?













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