Cover Quote Etiquette

When it comes to landing that perfect cover quote, many of the same questions are asked among new authors. Things like, who does the asking? If I am to do the asking, how do I decide who’s the right person to ask? Is there a particular way I should ask? Do I have to get the person(s) approved from my editor and/or agent before asking? Is it okay to ask my editor and/or agent to help me get cover quotes? What about publishing houses? What are their expectations in regards to cover quotes? And agents? Is it okay for one of their clients to ask for help attaining a quote?

Basically, is there a protocol available that lets a new author—or even a seasoned one who still isn’t sure about cover quote/author quote protocol—know what is appropriate or not appropriate?

New author Terri Garey says this on how she ended up with her fabulous quotes for Dead Girls Are Easy (September 2007): “Soon after I sold to Avon, my editor (Erika Tsang) sent me an ‘Author Questionnaire’ that covered pretty much every aspect of my personal and professional life, my marketing plans, local media contacts, etc. One of the areas covered was suggestions for people to approach for cover quotes prior to the book's publication. I gave Avon a list of authors I knew personally, as well as a list of "dream quoters", both in my genre and out of it. My agent and I also discussed this at various times, so she knew who I was hoping for.” Terri goes on to say she was incredibly lucky as Erika approached Teresa Medeiros without Terri even being aware. Teresa writes vampire romances for Erika and shares the same literary agency as Terri. Terri says she opened her email one day and discovered the perfect cover quote in an email from her editor, and got another quote from Lynsay Sands exactly the same way. New American Library author Colleen Gleason states she was also very fortunate. Her editor handled getting her cover quote from J. R. Ward. Ms. Ward is published by the same house as Colleen, and the request was made through Colleen’s editor to Ms. Ward’s editor.

My personal experience was different from Terri and Colleen’s as I made contact with my dream quoters. I wrote down my top three choices of cover quotes. Lori Foster, Leanne Banks, and Jennifer Crusie. Lori Foster, because, hey, she’s Lori Foster, enough said. I love her writing and, in particular, her heroes. Yum. Plus, I had ‘met’ her online after a charity auction and she’d previously read some of my work, so there was a connection. Leanne Banks because she was a goddess to me when I first joined RWA and knew not a single soul. Forever she will be one of my favorite people for her acts of kindness when I was a lost newbie. Jennifer Crusie, because she keeps me up all night. Reading her books, that is. I’d met her at several conferences and think she’s as wonderful in person as she is at spinning a story. All three write contemporary single title with humor, which is what my first book was (although admittedly mine was not in the same league as these ladies’ novels). I asked all three via email and received positive responses, although one was running too far behind on her reading to be able to give a quote in the needed time frame and thus declined.

So, what is proper protocol when obtaining author quotes? Here’s what newbie authors, bestselling authors, publishers, editors, and agents had to say:

Who does the asking?

Leah Hultenschmidt (Dorchester Publishing): I typically encourage my authors to seek their own quotes. Though on rare occasions, if I feel the book would *really* appeal to a certain best-selling author, I’ll send it to her.

Brenda Chin (Harlequin Enterprises): My authors generally take care of their own quotes. I’ve never actually been involved in the asking for a cover quote.

Erika Tsang (Avon Publishing): Usually it’s the editor and agent who would approach other authors for quotes. From time to time, an author would make friends with other authors at conferences or signing, and if she’s comfortable in asking, offer to send that author an ARC. But unless there’s a personal relationship, I would strongly suggest authors leave the getting of quotes to their editors and agents to avoid any hurt feelings.

Christina Hogrebe (Jane Rotrosen Agency): You should work closely with your agent and editor to create a wish list of appropriate dream quoters and then to divide the list up among yourselves, leaving contact to those with the closest relationship. For example, if you were on a panel with Author A, then you should contact her. If Author B was published by your editor’s house, she can writer to Author B. If you must write a cold letter to an author whose name would be the perfect addition to your work, be sure that you are at least a rabid fan and are familiar with even her most obscure characters. Even then, it may be best to have your editor make the connection. But she should be a rabid fan. Although this seems like common sense, be sure to consider authors whose readers would most likely be attracted to your work... unless you have close connection to insert Household Name Here. I’m sure a few kind words from Steven King would translate to any kind of reader.

Teresa Medeiros (Best-selling author): Most quote requests come through my agent, from my publisher, or from editors at other houses who are quite familiar with either me or my work. Unless you're great friends, I think it's really awkward to be directly approached by another author. You may simply not have time to read for a quote, but you'll still hate to turn her down. Usually when an agent or editor approaches me about a quote, they already know what type of book I enjoy. An editor sent me Terri Garey's Dead Girls Are Easy because she knew I loved Charlaine Harris's southern vampire series and also that I'd written my own paranormals with tongue planted firmly in cheek. And her instincts were right--I adored the book!

Lori Foster (Best-selling author): Proper etiquette is to have your agent ask the other author’s agent, so that no one is put on the spot. However, if you don’t have an agent, and don’t know the author’s agent, then if you’re really good friends with the author, or if she’s previously supported you, you can ask her directly. Terri Garey (New Avon author): I think obtaining cover quotes can be tricky, because in essence, you're asking your main competitors to rave about you - in a very public way. My first suggestion to someone looking for cover quotes is to come up with a list of names and ask your agent or editor if she would be willing to do the approaching (let's face it, an agent or editor has more industry clout). If, however, your editor or agent expects you to get the quotes all by yourself, I think it's acceptable to email an author and ask if they'd consider reading your manuscript with an eye towards a quote. (Much in the way of a query letter.) All they can do is say no, or at worst, ignore you. :) Approach it as you would any business transaction, professionally and with courtesy.

If I’m the one doing the asking for a cover quote, how do I go about it?

Dorchester editor Leah Hultenschmidt offers this list of do’s when it comes to cover quote etiquette:

1. Network and build connections at conferences, writers’ loops and chapter meetings. It’s much easier to ask someone you know for a quote than someone you’ve never met. Gemma Halliday, author of Undercover in High Heels, had two pages of fabulous endorsements that she handed me with the manuscript of her debut. And Gerri Russell, author of Warrior’s Bride (Oct.), received quotes from superstars Jayne Ann Krentz, Sabrina Jeffries and Debbie Macomber, all of whom Gerri knew because of her many years of involvement in the Romance community.

2. If approaching an author you don’t know, explain why you think she might like your book. Tell her you’re sending it *especially* to her because…

3. Provide a deadline. Ask your editor when all cover material needs to be in and then let whomever you’re asking for an endorsement know that. I’ve felt terrible when an author has gone to all the trouble to read a book and provide a quote, only to have it be too late for the cover. Plus, having a timetable also lets the author know whether she can fit it into her schedule.

Best-selling author Lori Foster recommends to “always be polite and always tell the author that you know she’s busy (because trust me, she is) and that you totally understand if she’s unable to accommodate you. It makes it easier when the answer has to be no.”

Literary agent Deidre Knight says “If you’re good friends with an author, then you might feel comfortable asking them directly—or the request might feel less awkward if your agent approaches the friend on your behalf, only you (the author) can gauge what sort of relationship you and the other writer have. If you don’t know the writer well, then you’ll want your agent to approach their agent, or perhaps the writer directly if they have an existing relationship. The bottom line is that you don’t want to put the endorsing author in any sort of discomfort in terms of saying yes or no.”

Another tip is to never ask an author for a cover quote/endorsement quote in a public setting (ie workshops, in front of their editor/agents, etc.). Show professionalism. Asking in a public setting puts undue pressure on the author and is disrespectful.

Thank you etiquette:

Once you have your dream author quote(s), then what? These wonderful, but busy writers have taken the time to read your manuscript and give a quote. Do you name your firstborn after them? Send a wine and cheese basket? Or forever bow at their feet in worship and praise online and at conferences? Is a gift protocol? And if so, is the sky the limit or just a nice little thank you acceptable?

Terri Garey: When you do get that quote, immediately sent thank you notes and/or a small thank you gift, which I think anyone should do when someone does you a favor. Your reputation is part of your brand, and it never hurts to say thank you. I've also heard a signed copy of your book, once it's released, is also a nice touch.

Colleen Gleason: I sent J.R. Ward a really nice thank you card (meaning the card itself was really nice) but I didn't send a gift.

Marley Gibson (New author, Puffin Books): I sent very groveling thank you e-mails to people. And, I plan on sending them an advanced copy of the book when it’s available. And, I will gladly return the favor on any of their books they’d like for me to give a quote on.

Personally, I sent Leann and Lori hand-painted wooden boxes made by an artist friend. The cards were also hand-painted. The gifts were nice, but not overly expensive.

Bottom line on thank you etiquette: Show your appreciation to someone who has given of their time to help you. Be courteous. An email thank you, a thank you card, or a small gift is appreciated. At the minimal, say a sincere thank you.

What if the answer to give a cover quote is no?

Lori Foster: It’s pretty jarring to get an email directly from a new author whom I don’t know, asking me for a quote. Unfortunately, my reading time is mega limited, and I don’t ever want to mislead my readers by recommending an author I don’t think they’ll like. I’m not judge and jury, and I trust that every published work has merit, but not every book will appeal to MY audience. These days, I only give quotes if the book is by an author I already know and love, or has an editor who I trust to know what my tastes are.

Deidre Knight: Schedules are busy—and even busier for bestselling authors with many demands on their time. So allow plenty of time, be prepared that the answer might be no, and above all, be appreciative and thankful.

Christina Hogrebe: Remember, in soliciting an endorsement, a few kind words from an author, you are essentially cashing in a favor. It’s no small thing to ask a famously-overworked bestselling author to take time away from her deadline-driven writing schedule to read your 100,000 word romantic comedy—and then to put her seal of approval on your cover. You may get a nice decline. You may not get any response at all. Do not take this as a sign of failure or personal slight.

Teresa Medeiros: The most important thing to remember when asked to give a quote is that it's okay to say no, especially if you're simply too busy.

Cover quote etiquette check list:

1.) Look at your writing and determine who your target audience is. Which authors do you love who have a similar writing style or target audience? Take your answers and make a list putting them in order of top preference and then in descending order.

2.) Talk with your agent and editor about your list. Find out what expectations there are in regards to who should ask for author quotes.

3.) If you are the one obtaining the author quote, be professional, courteous, and respectful of the author’s time and do not put them on the spot. Give all pertinent details regarding your book in a concise manner. Title, publisher, brief blurb, why you think the author is a good fit for an endorsement quote, date you need quote by, mention any connections you have with the author.

4.) Send the author giving the quote a thank you. Can be anything from a card to an inexpensive gift to a more elaborate gift, although the latter isn’t generally expected.

Although there are no hard and fast rules when it comes to obtaining cover/author quotes, the guidelines set forth in this article do give a good overview of what’s been done in the past, what’s worked, and what several industry professionals recommend. When in doubt, ask your editor and/or your agent.

Janice Lynn writes medical romances for Mills & Boon (The Doctor’s Pregnancy Bombshell, Nov 2007, The Heart Surgeon's Secret Son Feb 2008), serves as PAN liaison for From the Heart Romance Writers, blogs at www.janicelynn.net, and keeps her muse happy with lots of Matthew McConaughey photos.