Career GPS: 2009 Writers Conference Details
by Sherry Beck Paprocki

Imagine my dismay last year, just before the ASJA conference, to find out that my three choices for personal pitch appointments were all scheduled during a panel that I was moderating. Indeed, I was among those who mobbed the personal pitch board the minute it was unveiled, to change my schedule.

So, it was late afternoon, and I was seated with my first book editor. Up walked a somewhat-polite gentleman claiming that I was in his chair, because he was scheduled at that particular time. I pardoned myself and checked the chart, only to find out that he had jumped ahead 10 minutes. I waited and took the next turn with the editor, and was heartened by a lukewarm response for a book project I wanted to pursue.

On to the next session. After another brief interruption, the editor and I got down to business. I launched into a conversation about corporate business and marketing. Veering away from my topic, the editor said something like, "I think everyone should have a brand."

"Funny you should say that," I responded. "I was just telling my two college interns how truly gifted they were regarding online skills. But they don't realize that's a part of the brand that they should be marketing to potential employers."

The editor agreed that new college grads need brands, but then she stressed that in today's world everybody really does. She confided that she had attempted to sell the idea to her group of editors, but they hadn't bitten yet. Then she requested that I send her my bio and that of my husband, who is a magazine editor with some business and branding contacts. I walked away a bit flummoxed about a potential book contract that I hadn't pursued.

My third, and final, meeting that day was with an agent. (As I write this in early 2009, I'm still hoping that she's able to sell the original book proposal.)

Meanwhile, by early June, the committee at Penguin had approved the personal branding book. The Complete Idiot's Guide to Branding Yourself was due Oct. 15. Despite my early hesitation, the subject matter was fascinating and probably worth an MBA in the study time involved. The book is due out in May.

There's a reason I'm sharing this story with other ASJA members. As co-chairs for this year's conference, Sally Stich and I want you to enjoy every minute of your time at The Roosevelt. Personal pitch is a valuable asset to the conference, but flexibility is key. One of the final chapters in the Complete Idiot's Guide to Branding Yourself is about staying flexible in this new economy. In other words, what we want to write may not be what is going to sell right now. But, the editors who join us for personal pitch probably have needs. Make it your job to figure out what those needs involve. Most importantly, don't cut the conference out of your budget this year —it may be an opportunity missed.

Last fall I put out a note on the ASJA forum and received some other reports of fabulous results from personal pitch. One ASJA member reported that she has accumulated about four regular clients from personal pitch in recent years, directly yielding about $20,000, or so. Two other members reported book sales. I love the advice of one of these members: take your business card and a sense of humor.

This year we are fortunate to have ASJA's Vice President Salley Shannon overseeing this part of the conference—it's bound to be a success. We're looking forward to seeing you there.

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Sherry Beck Paprocki is co-chairing this year's ASJA conference with Sally Stich.

Please help us promote this year's ASJA conference to your friends, colleagues and students. If you teach at a local college or have speaking engagements scheduled between now and mid-April, take the opportunity to talk about this year's conference. Information can be found on the ASJA website, or with a few weeks notice, ASJA Executive Director Alexandra Owens can send you some printed brochures. Also, keep in mind that we've implemented a special college student rate this year for Saturday's events.