#1: Theme

A good child story has an underlying theme. The underlying theme of "Peter and the Wolf," for example, is "don't tell lies" or "be honest." The underlying theme of "The Sneetches" by Dr. Seuss is "don't be racist" or "all (Sneetches) are created equal." A theme can be the moral of the story, or an insight or viewpoint that the story conveys. Common themes are courage, love, perseverance, friendship, etc.

As an underlying theme, the theme usually emerges subtly as the story unfolds. A direct statement of the theme usually comes across as preachy and uninteresting. Remember what your high school English teacher used to say: "show, don't tell!" Also, keep your theme positive and constructive. Your story may be sad, but make sure it's not negative, cynical or depressing!

#1 -- Grab their attention in 10 seconds or less

10 seconds. That's how much time many editors say they spend per submission when they're screening.

The first sentence of your pitch is the first thing that an editor will read, and if it doesn't grab their attention, it will be the last thing the editor reads. Make sure to stimulate their curiosity (without being "cute" or "evasive") so that they want to read the rest of your pitch and then your manuscript. Remember that your letter may be vying with a huge stack of other such letters in the harried editor's "slush" pile. Don't be boring!