I’ve known for a long time that writing is a business. But knowing that writing is a business is no guarantee that one knows how the business works. There’s good circumstantial evidence that for the past 20+ years, I haven’t had the foggiest idea about what I’m doing.

Where my writing career is concerned, I’ve tried to follow Steve Martin’s exhortation to be “so good they can’t ignore you.” But what that quote elides is that it’s still up to the writer to give the audience a chance not to ignore you. I could be as good a writer as Emily Dickinson, but if I don’t know how to get people’s attention, my career could still end up like, well, Emily Dickinson’s.

I’m facing this challenge as I go out for a literary agent for my third novel, Pacifica. (I have an excellent agent, Scott Veltri, for TV and movie projects, which is the hope for my novel Exit Black. But Pacifica is not on the list of 10,000 books I would think of for a movie tie-in). As anyone who has ever gone out for an agent knows, a query letter is one of the writer’s few early opportunities to show their understanding of writing as a business. And one of the things I’ve only recently gotten a feel for is the importance of comps for the novel I’m trying to sell.

Comps–short for comparative titles–are a short list of recent books that are similar to the novel you’re selling. And there are apparently rules, or at least norms, regarding the art of good comps. Here are the ones I’ve picked up at conference panels, in writing guides, and intuition:

• Pick no more than three books (though apparently one of the books can be a movie or tv program)
• Pick recent, commercially successful works, but
• Avoid comparing your work to that of literary A-listers (e.g. no Annie Proulxes or Cormac McCarthys)

Are these the rules? If I knew, more people would probably be reading my writing. If you have better intel on how comps work, please jump in the comments or feel free to DM me! I can tell you what wasn’t working for me, though:

• Not offering a list of comps in my query letter
• Comparing my work to Ursula K. Le Guin’s (though I don’t think I’m wrong! Read Stranger Bird yourself and you be the judge)
• Dissing other writers’ work (at the time I was lathered up about what I called the Harry Potter Industrial Complex)

None of these remarks got me an agent, and I suspect now that that was because my approach showed that I didn’t understand how the publishing business works. Agents and publishers want to know comps for a simple reason: they want to know what has already sold well that is similar to the book you are selling. It doesn’t matter if your book is the most exquisitely constructed exploration of the human heart since Anna Karenina–an agent wants to know if your novel will sell.

Is that a mercenary attitude? Maybe. Is it a rule that you must have comps? Absolutely not. But there’s also no rule that says I have to wear pants to a job interview. If I want to wear jorts to my next job interview, that’s my right as an American. However, wearing jorts to an interview will foreclose on just about every job offer outside of a very small set of jorts-positive jobs, many for which a 53 year-old man wouldn’t be an attractive candidate anyway.

So, what am I pitching as my comps for Pacifica? My three are Gabrielle Zevin’s Tomorrow, and Tomorrow, and Tomorrow; Anthony Doerr’s Cloud Cuckoo Land, and Russell Brand’s The Magic Kingdom–three very different books (and one of them I wasn’t even crazy about). But they’re three recent, commercially successful books, each with a passing resemblance to my book about a guy who has a religious vision playing video games which spurs him to found several increasingly ridiculous, polyamorous intentional communities. I guess that’s not exactly a concept which sells itself. Hopefully the comps will help me market it.