Why We Say No Thanks: One Editor’s Top Ten List

Posted by Marian Lizzi

Despite all the changes taking place in the book business (the good, the bad, and the ugly), one essential part of an editor’s job remains the same: saying no a lot.

It’s not something I enjoy; I hate being the bearer of bad news, I don’t like letting people down, and I realize that even the most unappealing or otherwise unsuitable proposal represents someone’s attempt to become a published author – a worthy and wonderful dream if you ask me.

But the fact remains: We say no a lot. Here’s my personal list of the most common reasons why.

1. Too much competition.  Either real or perceived…but it’s usually real. This includes other books as well as magazines and that little thing called the internet. 

2. Too similar to a particular book already on our list. This is a variation on reason #1, with the added threat of cannibalism. (Yes, we sometimes hope to corner the market on a particular subject, or to build on past success in a particular area…but we don’t need two books on joint custody with a carpenter coming out within a year of each other. Or a decade.)

3. Too small in sales potential. How many people are willing to give up their hard-earned money for a book on this subject? And how many would even think to seek it out in the first place?

4. Too narrow in scope. Also known as Magazine Article Syndrome. How to travel in Slovenia with a toddler. Planning a wedding when you’re over 40 and on jury duty. You get the idea. Rethink your project – or your pitch list – accordingly.

5. Not enough author recognition. Also goes by the dreaded word platform. It isn’t everything. But it’s better than nothing. Most of us at the major houses are generalists when it comes to content; we look for authors who are specialists in their fields – people who have expertise not only in the subject area they’re writing about, but also in how to reach that particular audience. They lecture, they blog/tweet/connect, they publish articles, they are the subject of other people’s articles. In short, they already have a base of fans and contacts that we can build on together.

6. Beyond the author’s capabilities and/or credentials. A variation on reason #5. Sir, you might be the most engaging writer in the world, but I’m not taking pain-relief advice from you. And no one else will either. Did I mention you have no medical credentials? Madam, I’m not so interested in your proposed ten-volume history of the world. Did I mention your only credential is a chiropractic degree?

7. Poorly written.  Seems too obvious to mention, but sadly it is not. I see my nights and weekends slipping away from me. On a related note, please spell foreword correctly (if you’re proposing to have one).

8. Too expensive to produce.  Handmade paper? Die-cut/pop-up/squid ink? We see dollar signs (and not the good kind). 

9. Outside our purview. Every imprint has subject areas and entire genres they just don’t publish. Poetry? Kids' books? Vampire military thrillers? Don’t take it personally. And do some basic research – it’s not that hard.

10. Not remarkable/surprising/ unputdownable enough. This one is the most difficult to articulate – and yet in many ways it’s the most important hurdle to clear. Does the proposal get people excited? Will sales reps and buyers be eager to read it – and then eager to talk it up themselves?   

As my first boss used to warn us green editorial assistants two decades ago (gulp), the type of submission that’s the toughest to spot – and the most essential to avoid -- is the one that is “skillful, competent, literate, and ultimately forgettable.” 

All these years later, I try never to forget that. Even though it means saying "No thanks" a whole lot.

 

Comments

[D.H. Nevins]

Very educational article. I never considered the 'too much competition' factor. I always thought that if certain topics were considered hot, editors were eager to find more of the same. Though I suppose one would rather corner a market than share it, so it makes sense.
Thank you for outlining points that every writer should keep in mind both when crafting his or her next manuscript, and when approaching an editor.

[Perigee Books]

My pleasure - and thanks for reading! -Marian

[Karin]

Very true, particularly for non-fiction editors.

Another one that I find is that sometimes a submission will be too broad in scope, e.g. "This book will appeal to children from the ages of 6 to 16". Really? Pretty big age and taste differences, don't you think? Other times, in trying to broaden the market and make it appeal to everyone, an author will cross several genres and fail to really nail any one market. Niche publishing has its place.

You're dead right that the hardest ones are those that are well-presented, thorough and have potential, but simply scream mediocre. However, I always find "too expensive to produce" submissions a shame too. Sometimes I see some lovely, innovative concepts that I'd love to be able to fund, but can't because costings would come up high, making it too risky. Unfortunately, working on the assumption that cool and innovative will equate to great sales isn't always a good idea.

[Eleanor Wood Mason]

Thank you for an interesting, informative article. As a late starter, (read overage/old) aspiring writer of mystery and fantasy I apreciate your

[Perigee Books]

Thanks, Karin. And stay tuned for the sequel later today: Why We Say Yes. I hope you'll weigh in on that one too. --Marian

[Nic]

Good read. I'd love to hear words from the publishers (all 9 of them) who said "No, thanks" to Harry Potter and why.

[David Dalka]

Thank you for this useful blog post, I saw Ted Weinstein's tweet about it.

[Mona Alvardo Frazier]

Glad you left #10 for the bottom because if it was at the top I may not have read the rest of the article, a little painful. Sometimes, though, we just have to get hit with a dose of publishing world reality. I appreciate your candor and will sign up to read more of your articles.

[Mom_of_nine]

How timely--I am working on a book proposal now. Thank you!

[Laurie Hurley]

This is great timing for me. I am working on my first book and your top 10 no-no's are a great guideline. Looking forward to the top ten YES list!

[Valerie Peterson]

Great list! I'm linking to it--and to its counterpart "Yes"--on http://publishing.about.com. Thanks! --Valerie

[Kathleen Kelly]

I'm another late-blooming writer who appreciates good advice. Thank you.

[J.M. Martin]

Very nice, Marian. As a former submissions editor, I've also had the displeasure of saying "No Thanks" to every single item on this list. But, mostly, to the #7's of the world.

And, yeah, I cringe a little every time I see "Foreword" spelled "Foreward" or "Forward" at the front of a book (or on a Web site).

Good post!