On Tuesday and Wednesday, I was in Atlanta, Georgia, with my daughter and friends at the American Girl doll store.
If you’re not familiar with the American Girl line…you must not be an American resident with an almost-9 year old girl. :)
Each doll represents a different time period in American history. The dolls have their own book series, movies, accessories, outfits, and furniture that you can (if you have lots and lots of money) opt to purchase.
My daughter is only slightly interested in hearing about writing conferences and signing that I go to (she’s even gone to a couple and ended up buying up half the bookstore while I was at the signing table), but she was fascinated when she heard I was on a panel with an American Girl author at Malice Domestic.
There aren’t that many doll stores for American Girl. Usually you order everything online. So this was a special trip. The store also has a beauty parlor for the dolls where you can choose a hairstyle and the stylist does the hair right there in front of you (the dolly is in a
salon chair.)
There’s a restaurant at the store, so we booked dinner there. You have it with your dolls (they sit in booster seats…see pic at top of post.)
Then the hotel we stayed at offered a tea party for the dolls. So the girls took the dolls down to the hotel lobby for cookies and milk (and empty tea cups for the dolls.)
My daughter and her friend were in heaven.
And the whole time the other mom and I were looking at each other and saying, “These folks are marketing geniuses.”
The hook? This is all designed with an older girl in mind—the dolls are specifically marketed to the 9-12 year old range. This was a completely untapped market when the company was founded in 1984. Parents like them because each doll has a story that ties into a historical time period.
Hooks drive writers a little crazy. We’d like to write things without even thinking about hooks because hooks are frequently thrown back at writers by agents and editors as a reason for a rejection—and they represent the commercial side of the business. We’d rather not think about the commercial side when we’re being creative.
I think you can pin down your hook either before you write your book, or after you write the book. Afterwards is harder, but at least you haven’t messed up your creative mojo.
But, if you’re querying, you’re going to need to have a selling point, or hook. Here are some questions to ask yourself when you try to determine what your hook is:
Who is our intended reader?
Why will they read our book instead of other books in the genre?
And, two questions that are opposites:
What sets our book apart?
What traits does it share with other successful books in its genre?
How do you find your book’s hook when it’s time to write your query letter?
Those dolls are SO DAMN CREEPY!
I shall have to shield my daughters from all knowledge of them.
>.<
Elizabeth – You’re such a good mom to give your daughter such a nice memory : ). I remember when my Rose was that age, she loved the Laura Ingalls Wilder books. So I took her and a friend to Mansfield, MO, where Wilder lived for the last 60 years of her life, and we saw the house that Almanzo Wilder built for her (the original lean-to is still standing). Then, the next summer, we went to De Smet, South Dakota to see “The Little Town on the Prairie.” We saw the Ingalls family claim, and the trees that “Pa” planted, etc.. What a trip!
And how did it hook Rose? It made the stories real to her. That’s my answer to how I think writers can create good hooks, both in query letters and in writing. What sets a story apart from others and gets readers to pick it up is at least in part (in my opinion) that the book is connected taps readers’ own lives somehow.
I only have boys, so never heard of that doll store before, but I can easily understand that the girls were more interested in the doll store than in your conference.
Some years ago I brought my older son with me to the Offshore Technology Conference in Houston (we were going to Colorado to visit friends afterwards). I thought that when bringing an 8 yo boy who doesn’t speak English to Houston, I better keep my eyes on him all the time. So when I was giving my talk at the conference, my son was sitting on the first row, right in front of the podium, and playing his GameBoy while I was presenting >:)
Cold As Heaven
I can see where finding your ‘hook’ before the story could cause problems with the creative flow. But finding it afterwards might lead to other stories.
Mason
Thoughts in Progress
Great tips again, Elizabeth. Marketing our product to the audience intended and doing it well is genius.
Cabbage Patch were the thing when my daughter was little. Thankfully, when they first hit the scene and were hard to get, she was a baby.
I’ve never heard of these dolls before – but I agree marketing geniuses!
I like the questions you ask – I think I’ve got to do more preplanning :)
I was somewhere for a meeting, and there was an American Girl event in the same venue. Moms and daughters dressed up as their favorite dolls–that was a bit much for me. I think I’m glad my kids were too old for that craze–Cabbage Patch dolls were big when they were the target demographic, but we managed to get away with one each (given by doting grandparents). Skipped the Beanie Babies, too.
As for marketing my books–I wish I could! I’ve yet to find that magical hook. I don’t think I’ve ever come up with one before I was well into the book. I write books I want to read. Guess I need more people with my reading taste!
What a lovely thing to do with your daughter, Elizabeth. I loved dolls as a child and would have loved these, I’m sure.
I’m used to finding hooks, as a PR person that’s all I did for 30 years. But with my memoir, it was harder. What I thought was the original hook shifted as I wrote. And when it was completed, it became something else entirely. I agree about the creative mojo…
Karen
Simon–Good luck with that! But it’s a good plan. Good for your wallet!
Cold as Heaven–Our number 1 fans! :) My kids are usually only interested in my writing when we find out the cover design and when they see their names in my acknowledgments. I think it’s just gotten to be old hat to them.
I usually think of the hook after writing and it is more difficult at that point.
First, I’m really glad I don’t have a ten year old daughter! I agree with Simon – those dolls are creepy.
I did consider my hook as I was writing my book. I prefer lighter, more adventure style science fiction and wanted to appeal to that audience. I also wanted something more universal than the high-tech science fiction.
that reminds me of going to Prince Edward Island as a young girl and visiting Green Gables as in Anne of Green Gables. I bought the first book there and fell head over heels in love. Years later my nieces did the same thing. They say they aren’t still mad for her now but I know they are!
As to hooks – I think my hook for my mystery series will be the places I choose. The one I’m writing now I’m not sure as it isn’t genre fiction and has no completely wild plot points. I guess it will be on what books I can compare it too which I will commence to start thinking about…
And there I was thinking, “nine year old girl, and dolls????”
It is marketing genius.
When I sent my first manuscript to my editor, she mentioned that my hook wasn’t strong enough. That made me do a lot of research on what a hook was. I think for the publishing industry hook is important because it means money. If the hook comes in the form of a series, it means even more money. This is a great post.
CD
Last fall Fall my mom took my daughter (5 y.o. ), my wife and me to NY to see Wicked on Broadway as a collective birthday present (the show is phenominal, especially for any wizard of Oz fan). Since this was a bus trip. we had some time to kill prior to showtime and, of course, we had to see the American Girl store. We were all blown away with this multi-floor dall department store. It seemed like you even get a personal assistant when you purchase a new doll. I agree the dolls are expensive (but no more creepy than other dolls) but at least there is a decent effort to make them somewhat educational unlike other toy lines. Therein lies the true genius of their hook. The quality of the accessories grab the girls and the educational value grabs the parents.
My daughter became enthralled with Kit Kitteridge after the feature film, which lead us to teacher her more about the Great Depression. Better yet, she began asking for a typewriter so she could start writing stories like Kit. She now bangs happily away on her great-grand-father’s old manual typewriter, telling me she wants to write and illustrate her own books.
Elizabeth – I picked up a copy of Delicious and Suspicious yesterday and am greatly enjoying it!
Unless you start out knowing what you’re hook will be, finding the hook is one of the hardest things to do, I think.
My daughter if grown, yet I remember those dolls. They seemed to be in the beginning stages then (or perhaps just on the periphery of my mind), but now, they are a huuuuggge business.
I wait until I’m finished before I start hook hunting. It does involve a great deal of head scratching and worrying,”Oh dear Lord, do I even HAVE a hook?”
Margot–I loved those books! Wish I could have gone to see the houses…I’d have loved that. And I bet she loved that there was a Rose in those books!
What sets our book apart is really important–and, you’re right, that’s the part we need to focus most on in a query.
Diane–It’s harder after the fact, for sure. I remember slaving over my query for “Pretty is as Pretty Dies,” wondering what the heck my hook was…
Mason–Very good point!
Alex–See, why is it always the guys who think that about dolls?! Y’all have seen too many “Chucky” movies.
I think you’re brilliant, too, because you’re trying to appeal to a crossover reader…always a good idea.
Jan–I love Anne, too!
And setting is really big right now, I think. Setting for mysteries has become really important…don’t know if that’s Larsson’s influence or not.
Rayna–I think that’s where inventors, etc, do so well–they think of something that no one realizes they NEED, but the need is actually there (so the market is there.) You wouldn’t believe the preteen girls I saw at the store, playing with dolls. :)
Journaling Woman–I was older and my parents were having nothing to do with those Cabbage Patch dolls! But I had lots of Madame Alexanders that I loved. I’d even play with them in the sandbox, etc. My daughter plays with a few of my old dolls, but they’re in *awful* shape!
Clarissa–And because the hook is important to *publishers* it kind of trickles down to become important to us, too.
Jemi–You hate to *have* to think that way, but it really does help if you’re planning a new book anyway…may as well think about its selling points. Not fun, but it seems to work.
Ike–I bet the NY store is amazing. The Atlanta one is much smaller. But all the activities! It was mind-boggling. Ohh, we had a scavenger hunt in the store (very, very clever…the girls saw ALL of the merchandise that way), we did a craft…and the staff was *very* attentive, I agree.
Yes, definitely 2 really strong selling points–older girls, educational aspect. Those folks were just brilliant.
We saw that movie in the theater and my daughter loved it. I LOVE it when kids think writing is fun. I try to fit in talks at my children’s schools about writing when I can (although I think I’m starting to embarrass them.) Kit is a great role model for girls (and the fact that she’s a writer is the best part!)
And…thanks so much for picking up my book! I hope you’ll continue to enjoy it. I had a blast writing that book last summer.
Terry–Yeah, I never liked the whole matchy-matchy thing–I do see moms and daughters (and dolls!) in the same outfit and I kind of shudder.
I was in 4th grade when Cabbage Patch Kids were big–my parents were *not* buying into it!
Maybe you’re just a little ahead of the market? Sometimes you can tell when trends are turning. Like now the whole vampire thing is changing into werewolves and zombies, etc.
Karen–I’m really just kind of glad to extend the time she’s playing with dolls! It’s so creative and there are so few creative things that kids do these days.
I’d forgotten you were in PR! I need to be getting you to write a guest post on hooks.
Helen–I think you’re right. I think about the book before I write the book, but I always worry that makes me sound too commercial!
Yes, I looked it up and 1984 was the very start of Amer. Girl. I don’t remember them at all until I had kids, but I guess I was a teenager when the company got off the ground.
We took our daughters to the L.A. American Girl Doll place thing last month. I agree with Simon. Those dolls are SO DAMN CREEPY!
They just stare at you. I think of Talking Tina from that Twilight Show episode with Telly Savalas. Creepy indeed.
Stephen Tremp
We live in Canada, so we don’t have access to them, but I have heard of them before. This is a great example to link the idea of writers hooking their reader.
I think we might have avoided the whole American Girl fiasco if my mother weren’t involved. My daughter ended up with two of them (and they are NOT cheap) but I refused to be involved…
You’re right though, that it IS marketing genius–the matching clothing for the girl? The pets… Psh-yeah…
There is a common theme for me, that anything that requires marketing genius to sell annoys me. Maybe this is my trouble with hooks–because I DO have trouble with hooks… or maybe my trouble with hooks is it just takes me so darned long to get to the point!
Hopefully your points will help!
Stephen, they *don’t* stare at you! They’ll close their eyes if you want them too, actually. :) I’m not going to say a word against these dollies because I just paid out a TON of money just day before yesterday! And…wow–I can’t even imagine how the store in LA must have been…
Elspeth–Ha! That’s the way I was with “Pretty.” I just couldn’t figure out what the darned hook was for like a week. Luckily I was able to figure it out for the queries.
Jessica–I have a feeling they’ll be invading Canada any time now… :)
Hart–Well, and then the dolls have *friends*! So you want to make sure the doll has their best friend to play with…so that’s more $. Those people were just SO smart.
But…your books have hooks! I think you’re right–it’s just summing up the hook succinctly that can be the problem.
I don’t like dolls, never did, but I like the idea of those dolls! Very cool marketing strategy. Those girls will never forget those dolls.
Great questions! I’ll definitely be taking sometime to think about the answers.
I have the Molly doll! I got her for my 10th birthday. I still dress her in the appropriate outfit for the season or holiday! She’s in my office, sitting on a sled my Poppop made for her. There’s an American Girl store in NYC, but I haven’t been there yet. I sure hope your daughter treasures her doll forever!