the elevator pitch

publishing a book and building a business? more alike than you'd think

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Writing a book is private. Publishing a book is not. It’s the opposite. The number of books published in Germany every year is decreasing over the years but its still huge:

2019: approx. 70 395

2022: approx. 64 278

2023: approx. 60 230 books published for the first time

source

So writing a book is one thing but publishing it and selling it the other. As for me, writing was the fun part (most of the time), making sure people know about the book now is what makes it hard. Cause you need to step out of the comfort zone and turn the switch from silent to loud. It’s definitely not my superpower to shout out about my own work. Unfortunately thats exactly what it takes if you want to be read.

It reminds me of the time when my friend Pola and I founded Kleiderei and everybody told us, the most important thing was the elevator pitch. An elevator pitch is a short, persuasive summary of an idea, project, product, or yourself — the kind of thing you could deliver in the time it takes to ride an elevator, let’s say about 30–60 seconds.

The goal: spark interest and open a door. It’s not about telling everything, but about saying just enough to make someone want to know more.

For example, if you’re pitching your book, your elevator pitch might include:

• the core premise or theme

• what makes it special (voice, perspective, vibe)

• who it’s for (audience)

Sounds easy? Well let me tell you, its not. You spend all your heart, blood and sweat in creating a deep, twisted and detailed story and now you’re supposed to wrap it up in 30 seconds? What a waste!

It was easier to find the elevator pitch for our business: Kleiderei ist basically a library, just not for books but for clothes. Its sustainable, cheaper and fun.

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Tadaaa! Capturing the core of a business might also be challenging in some cases but its definitely easier than it is for a novel.

But let’s try anyways because yes, the people will ask and no, they won’t have time to listen until we told them the whole story. Besides, they’re supposed to read it anyways.

So how do we start?

Look for the core question. What is your novel really about?

1. Core question: What’s this really about?

I started with: What’s at the emotional and political heart of the story?
In the case of “WIR BLEIBEN WIR/SWAY TO STAY” the answer is: Franca & Ed, love & violence, care & identity, queerness & resistance.

2. Set the scene.

A sense of place & mood matters. Whats the energy you want to share?
In the case of “WIR BLEIBEN WIR/SWAY TO STAY” the answer is: urban maze, shared flats, late shifts gives a feeling of the world, without explaining everything.

3. Add tension + theme.

What’s the struggle? The stakes? This gives the story direction and depth without spoiling.
In the case of “WIR BLEIBEN WIR/SWAY TO STAY” the answer is:
→ Navigating a world that doesn’t make space for softness
→ Queer survival, feminist resistance, chosen families

4. Who is it for?

Who do you have in mind when you think of your readers?
In the case of “WIR BLEIBEN WIR/SWAY TO STAY” the answer is: Anyone who’s ever questioned where they belong = emotional hook + target audience, without being limiting.

5. Language & rhythm.

Keep the tone of your novel. In my case its poetic but clear and direct. The rhythm matters — like a spoken monologue between weight and lightness. Make it sound deep but also easy to relate.

So we almost did it! Let put it all together and make sure to have it set when somebody asks us the next time.

“WIR BLEIBEN WIR: Franca und ED” is a fierce and tender novel about Franca and Ed, two people navigating love, violence, care, and identity in a world that doesn't always make space for softness. Set in an urban maze of shared flats, late shifts, and chosen families, the book tells a poetic and political story about queer survival, feminist resistance, and the everyday beauty of not giving up on each other. It’s for anyone who’s ever questioned where they belong — and who they might become."

P.S. The English version, SWAY TO STAY, will be out in September but if you’re curious, start now with the German edition. It’s available here and it means the world to me if you read and share <3