Nudges are psychological levers that can be used to help influence and persuade people because they work with the way our minds are wired. Here are some common nudges you can work into your query letters and project submissions…

Nudge Theory is a branch of economics designed to help us all make better decisions by appealing to the way our minds are wired. Instead of expecting people to make rational, considered decisions about everything, or trying to boss people into doing what’s good for them, nudges appeal to the mental shortcuts we all make when faced with choices.

Nudges are widely used in social policy and the corporate world now, to help people make better choices in everything from pensions to well-being. Richard Thaler, one of the developers of nudge theory, won the Nobel Prize for Economics last year.

For example, we tend to take the path of least resistance when it comes to decision-making and will, as a rule, opt for the default option. For this reason, it’s suggested that state pension schemes and organ donation policies should be opt-out rather than opt-in.

Marketers have long used many a wide range of nudges and are finding new ways to nudge people towards sales all the time. Fear of missing out (FOMO), social proof, upselling and product placement are all examples of marketing nudges in action. Here are some nudges that you can work into your query letters when trying to sell your work to editors, agents, and publishers…

Authority. We have a natural tendency to defer to people who position themselves as experts. If you have written a book about a particular country or historical period, the amount of research or subject-matter knowledge or traveling that you can bring to bear will add authority to your submission. Mentioning other titles that you have published, or writers who have recommended you, or competitions you have placed are all badges of authority too.

Ease. The easier something looks to read, the more likely it will get read. Your recipient is a busy person, so get to the point in clear, direct sentences, and don’t bombard them with unnecessary information. Set out your letter in a scannable, user-friendly style, with short paragraphs and bullets and bold to highlight key points. Less is more!

Social proof. We have a natural tendency to follow the herd, which is why businesses love testimonials and case studies. Any evidence you have of the popularity of your work is worth mentioning here – perhaps you have a story that is very popular with your writers’ group, or you had successfully published pieces on a similar topic before, or achieved rankings in an Amazon category, or have grown a strong social media following. Mention anything that shows you have the makings of a tribe, and you will be that bit harder to ignore.

Reciprocity. Giving to get is another powerful lever. In exchange for having your work considered, you might offer a free report or access to other useful material you have published. Or you could offer to provide some sample work for free. The content agency I work for often does this – it’s a move that shows confidence and gives a prospect something for nothing, while also giving us an opportunity to showcase what we can do.

Affinity. It’s hard to say no to people we like. An engaging letter that’s respectful of your recipient’s time, with courtesy, a touch of humor and some personality can often go a long way to getting that first foot in the door.

Objection-handling. A subtle but often very effective nudge is to call out some of the objections that people might have to your idea and explaining why they’re wrong. Idea been done before? Yes, but not from this angle. Not a normal way to approach the theme? Well, no, but then again it worked for book x or film y. This kind of thinking inspires confidence because it shows that you have thought hard about the market context.

Priming/topicality. Look for topics related to your work that are in the news. Making connections with what’s happening currently will add a sense of urgency and relevance to your work. If your work has some thematic similarities with other works coming out around the same time, make the most of that too: editors sometimes like the reassurance/excitement of feeling that they are part of a burgeoning trend…

Final thought: Don’t overdo it and stay yourself

Nudges are an interesting and often a very effective way to pitch work more impactfully. But as with any persuasive technique, if the effect feels too forced or too overdone, it can easily backfire. No one wants to feel manipulated, after all. It’s probably best to focus on one or two areas that work best for you and your work.

If you’d link to find out more about nudges, this is a good place to start (https://www.economicshelp.org/blog/glossary/nudges/).

BIO: Dan Brotzel (@brotzel_fiction) is co-author of a new comic novel, Kitten on a Fatberg(Unbound). As a reader of this newsletter, you can pre-order Kitten on a Fatberg for a 10% discount – simply quote promo code KITTEN10