Book Marketing Now: The Witches of Pitches
Author/editors AILEEN WEINTRAUB & MEGAN MARGULIES, the WITCHES OF PITCHES, share their expertise in marketing memoir, pitching companion pieces, & helping writers find their voice.
Welcome back to Book Marketing Now, a feature of Books, Marketing, & More, spotlighting writers releasing books into the current market + the inside scoop on marketing and publishing from knowledgable professionals
No matter what kind of material you write, from poetry to kidlit to non-fiction, developing your voice is an essential form of self-expression, platform-building, and career growth. Expert writers and editors Aileen Weintraub and Megan Margulies formed their own marketing business, The Witches of Pitches, to help writers find their voice and get it out there — pitching and developing stories, sharing marketing advice, and helping writers zero-in on that magical combination of expertise and a compelling hook.
Attending The Muse & the Marketplace in May? The Witches of Pitches will be presenting on one of my favorite marketing-meets-writing techniques: Writing Your Book Jacket Copy to Nail Down Your Story on Saturday, May 11th.
Witches of Pitches is a very enchanting business name! How did you initially come up with the idea of a pitch-focused business for writers?
We love our name and it’s always such a fun topic of conversation. It’s a great icebreaker with new clients. We chose the Witches of Pitches because it suggests that we are edgy and fun, or at least we think so, and we really think that nailing a good pitch is magical.
We came up with the idea of helping others with their pitches, manuscripts, book proposals, essays, and articles after spending the pandemic in a writing group workshopping each other’s pitches. We enjoyed the process so much, and also noticed that there weren’t many editorial services that focused on the smaller, somewhat mystical aspects of publishing.
The process can feel overwhelming for new and established writers. We thought it would be great to help every writer cast a spell no matter where they are in their writing journey!
What is one of the most persistent questions you get approached with, when it comes to pitching and marketing?
When it comes to pitching articles, essays, and op-eds, our clients want to know how to make their pitch letter stand out. Hint: it starts with a great hook.
Sometimes people are just stuck and they need to talk out a pitch or an idea, and that’s why we have the Kvetch Session. This has turned out to be our most popular offering because writing can be such a lonely endeavor. Talking to two editors during a Zoom session, sharing your thoughts, getting a game plan, and even just being understood can be really helpful in getting unstuck. Plus, we love love love to give writing advice. We’ve had success, but we’ve also experienced struggles in our publishing journeys— that’s what makes us so well equipped to help other writers!
For marketing, the biggest question is usually: How much time do I need to put into social media? If you absolutely do not like social media, it will be apparent in your posts and reels. Do what you love and your enthusiasm will extend to your audience. Also, don’t forget about companion pieces! They are great ways to market yourself and show agents and editors that you’re committed to your writing practice.
We often suggest that clients who are interested in learning more about marketing can start with Aileen's Writer's Digest series on marketing and platform building.
For writers new to the process, what’s a companion piece?
A companion piece is an article, essay, or op-ed that is related to the subject you most often write about. If you're working on a book project, it's great for your companion piece to have a tie-in to your story, but it's not always necessary. It's really just about getting your name out there.
You are both deeply, established writers. How has your experience writing and publishing personal and informative non-fiction informed your approach to marketing?
Marketing isn’t just about selling one book or one product. It is about selling your brand. We quickly learned that the best way to get bylines and interviews as a non-fiction writer is to position yourself as an expert in your field. We advise our clients to step into their authority and utilize those skills to get word out about their book. This can happen in a number of ways—companion pieces, speaking engagements, or social media (if you enjoy it!)
Speaking of pitches… you’ve both written memoirs (among other things!) How did you pitch your projects to your publishers initially? How has that strategy changed now that you’re marketing directly to readers?
We cast a spell of course! Seriously though, we did our research. It’s so easy to type the words, The End, on a manuscript or book proposal, but chances are you need to go back a half a dozen times and read and re-read, cry, sob, and then get some beta readers and workshop your project. Then we found agents by looking at Manuscript Wishlist and Publishers Marketplace. It’s important to look at trends, to see what is selling, and how your book can fit on the shelf.
When we market to readers, we try to connect directly with them, usually around a topic many people are struggling with, like women’s healthcare, and we try to be both relatable and accessible. We’re both memoirists who write about our own experiences, but you have to remember that it’s about how your experience connects with larger issues. You can’t forget to think about the bigger picture when marketing to readers.
What advice would you give to writers just starting out when it comes to marketing themselves?
We love helping our clients market themselves by writing companion pieces. This is because having published pieces shows agents and editors that others are already interested in what you have to say. It also shows a willingness to write about your topic and it broadens your audience well beyond social media. The best part about companion pieces is that you get paid. And the more companion pieces you write, the more confidence you will have speaking about and promoting your topic.
There are so many ways to go about marketing, but the biggest advice we can offer is to do what brings you joy. That is truly the only way to make magic happen.
Finally, what’s your go-to beverage for getting you through the writing and marketing process?
One of the best teas ever is made by the German company Ronnefeldt, called Rooibos Cream Orange. Megan has to give a shoutout to her favorite coffee made by Pavement Coffeehouse—owned by her husband!
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Aileen Weintraub and Megan Margulies, both native New Yorkers, have formed a partnership from the modern love story playbook of online writing sessions. They have workshopped numerous articles, essays, and book proposals, helping writers produce top-notch material. Now, as The Witches of Pitches, they want to continue to share their knowledge.
Together, Aileen and Megan have placed articles in top-tier publications including: The New York Times, The Washington Post, The Atlantic, Elle Magazine, Vogue Magazine, InStyle, and Glamour Magazine, among others, published two memoirs and over fifty children’s books, and helped numerous writers find their angle and voice.
Their latest works include:
Knocked Down: A High-Risk Memoir (Aileen Weintraub)
My Captain America: A Granddaughter's Memoir of a Legendary Comic Book Artist (Megan Margulies)
ICYMI: Upcoming Workshop
This weekend I’m teaching a mini-version of my “Writing Like a Parent, Parenting Like a Writer” workshop, now adapted to reach creatives of all stripes who are in the parenting and caregiving trenches. Connecting with Your Creativity is for anyone looking to re-connect with their artistic side. Join us this Sunday afternoon, April 28th for in-person discussion, brainstorming, and stretching those creative muscles.
Support The Witches of Pitches and other authors out there decoding the publishing process, by following, reposting, sharing, reviewing, requesting, and/or reading their books (and checking out their services if they apply to you!)
Happy reading & writing!
~Allison
Writer & Marketing Coach
Keep Writing, Keep Connecting! Facebook | Newsletter | Website | BlueSky | Mastadon
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Allison Pottern Hoch has happily made books her life’s work. She spent four years marketing and publicizing academic titles at The MIT Press before she went to work for Wellesley Books as a children’s bookseller and event coordinator. She is now living her dream: putting her B.A. in Creative Writing to good use as a novelist and as a writing/marketing coach for authors. She is also a graduate of the 2023 Viable Paradise workshop. She enjoys science fiction, chocolate, and a hot cup of tea.