Article length: 5000'ish words (preview 1500/wds)
“The pitch” is a bedrock in indie comics.
Pitching your incomplete comic to a publisher in hopes they’ll accept it into their lineup and publish it under the umbrella of their imprint (and marketing machine).
Additional pitches you might not even realize are pitches;
- Sending a portion of your script to an artist enticing them to join the production team.
- Sending a portion of your script to an investor to secure funding.
- The preview pages on your crowdfund page.
Indie creators commonly send the opening scene to their book, simply because it’s the start of their story. Or latch on to a later action scene, because it’s a cool dynamic visual. Often these are costly mistakes, leading to outright rejection, or worse… crickets; no reply at all. Your submission chucked into the slush pile without second thought, leaving in you in stress-ridden limbo for months on end.
This article is going to give you the tools you need so your pitch not only gets read, but gets accepted.
Recognize what your pitch actually is; Your proof of concept.
A small glimpse into a much larger work, proving the validity of that larger work.
You’re preselling the production.
Hooking the gatekeepers who represent the mass market.
Proving with a mere glimpse just how much potential your story has.
[ Hmmm, story potential, where have you heard that before? ]
First, the preliminaries.
Wait a second, where’s that breeze coming from? Look out, duck! It’s our friend, CAPTAIN OBVIOUS flying down from the sky.
Only Pitch What they Ask For!
I’m not going to get into this rule in detail, it’s mostly self explanatory. Mostly.
- Cover letter.
- One page synopsis.
- Minimum; 5 pages of fully inked and lettered final pages (color optional).
- Logline. 1 or 2 sentences.
- One page synopsis
- Complete Outline. One page per issue.
- Any 6 consecutive pages, completed. (hard line; no more than 6 pages.)
Note that each of these example publishers I’m showcasing makes particular note NOT to send character profiles, supplemental works, and other art. I’m pointing this out because it’s very common for creators to be so enamored with their own work, that they send a ton of extra material, thinking “if 8 ounces is great, 5 lbs will be awesome!”
This is the absolute worst train of thought.
Editors do not want to slog their way through a ton of supplemental material from every submission, trying to dig out and uncover the value to each project. But more than that, sending extra material immediately shows the publisher, either you don’t respect them enough to honor their posted requirements, OR you can’t follow instructions. Both equivalent to signing your own pitch death warrant.
Follow the guidelines, delivering exactly what they’re asking for. NO MORE, no less.
And don’t create one pitch kit, for all publishers, thinking if it works for one, it’ll work for everyone. Customize each pitch to the publisher you’re pitching.
Lastly here, make a 120% effort to make everything shorter than you actually want it to be.
Nothing screams “greenlight me” more than brevity in a comic pitch.
Now let’s get to the good stuff…
Publishers are businesses first and patrons of the arts second.
All comic publishers are in the game to make money.
As such, they are RISK AVERSE.
Every publisher goal is to find an IP that will sell well. Period.
If it’s a great story. If the humanity of it changes the world. If the story somehow becomes the benchmark for all other stories to come in its genre, well that’s just icing on the money cake.
I’m not just spewing hyperbole here. Understanding this matters. (You’ll see why in a second.)
Most creators make their first big misstep here. They attach themselves, consciously or subconsciously, to the setup, or 1st act intro material of their book. As the creator, intimately close to the story, this is often the material that anchors them personally to the story.
Imagine the story as the creator’s child, the 1st act setup material is the child’s youngest years and holds tremendous emotional attachment.
Key Narrative Direction
On initial review, publishers classify every story in one of two ways:
- Monument stories (closed-ended narratives).
- Series stories (open-ended “franchise” narratives).
MONUMENT STORIES: Story Over Execution
A monument is a statue or structure developed to represent a specific thing or for a specific unwavering purpose. A monument is not added to, or changed after its creation.
For the monument story, the publisher looks for a story where nothing is left wanting. A perfect, self-contained story ecosystem.
The monument has to rise and thrive based solely on its own merit. It doesn’t get a second chance to hook the reader or improve with another installment later on.
Story perfection. Ninth inning. Down by a run. Bases loaded. Two outs. Two strikes. This is it, son. You got one swing. It’s all or nothing.
Monument stories must be unique takes, with a strong hand of underlying originality somewhere in the concept. In other words they must have tremendous identity. (more on this later.)
Of course, execution matters, but in monument stories, story fundamentals are king. With a big emphasis falling on the third act fundamentals, the climax of the story, where everything comes together.
No comic with a soft landing survives as a monument story.
Circling back to what I said a moment ago…
Most creators pitch and showcase material from the start of their story, act 1.
- Does act 1 showcase those original concept elements?
- Does it show how effectively and with how much energy the story drives toward the book climax?
The reality check is: it could, (especially if your read my articles on opening scenes and promises) but usually doesn’t. If you want your pitch to get noticed and picked up, you have to make sure it’s all in there.
If you’re working on a monument story, first and foremost, the story has to sell itself.
PITCH RISK ASSESSMENT:
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- Is the story complete?
- Does it fire on all cylinders?
- Does it have wow factor?
- Is the conclusion exemplary elevating the entire narrative?
- Does it set itself apart from its peers?
SERIES STORIES: Execution Over Story
Alternatively, the second major narrative pathway is the series story. This the concept, while pitched initially in a finite space, maybe 4 or 6 issues, it’s specifically made for longevity… far beyond its initial confines.
In a sense, the series story gets a little more flexibility to error in its debut. Or more accurately, a series story needs the same high level of story fundamentals as a monument story, only, it has the luxury to play with and develop these fundamentals over a vastly greater amount of real estate.
Make no mistake, if Image picks up your 4 issue mini-series, they are not agreeing to publish 3 more mini-series installments in your story world.
But they are hoping to do this.
They are hoping the sales of your initial series makes them enough profit that future installments guarantee MORE PROFIT. No publisher wants to make money only once, when they can do it twice, or more times.
With an initial series story pitch review. The editor switches their primary assessment from how much money can this book make, to how much money can this series continue to make.
This is critical switch to understand.
Where the monument story needs a uniqueness to the core concept that explodes to a terminal endpoint, a complete and finite conclusion, the series story needs a uniqueness that doesn’t explode in complete fruition, but instead, continues to produce… Issue after issue, steadily creating fresh new content with each installment.
The final conclusion explosion in a series story is always promised later, deferred, pushed back to a distant installment. (The reality other editors won’t tell you, when a series runs it’s final season, it’s failed. Or to put another way, a series with steam and readership, doesn’t close shop.)
The editor’s concern shifts away from the strength of the final narrative climax or payoff and onto the execution of the story run leading to it. And in turn, how effective the writer/creator be in delivering each of those installments. Instead of one massive major climax, fifty awesome but smaller ones.
If you’re working on a series story, the story has to prove it has legs.
PITCH RISK ASSESSMENT:
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- Does the concept have energy for longevity?
- Is the creative team capable of executing the life of the series?
- Does the concept hook have transmedia implications?
- Does the pursuit of the conclusion equal or trump the conclusion itself?
Alright, coffee topped off?
Now let’s hit the core considerations how to capture that wow factor in your monument pitch or the endless spark in your series pitch. Then we’ll finish off with where to actually find the most effective part of your existing story to pitch.
Follow along as we pitch ZOMBIE WORLD!, a fictional zombie horror mini-series, where you'll discover the exact metrics to make sure your own comic pitch makes the cut. Genre, Story Shine, Master Theme, Protagonist Showcase, Concept Hook, Identity, and more. All concepts you probably already know, but if you're not applying them correctly to your pitch, you're setting yourself up for the hard pass without even realizing it.
