So you send out your manuscript and you get back a few rejections.
"It just didn't grab me."
"Thanks, but not for us at this time."
"Lovely, but no thanks."
What could this mean?! Does it have anything to do with your writing? Skill level? Plot, concept? Writers writhe in agony and seethe with the fire-of-unknowing. If editors want writers to be better, why don't editors tell the writers how to make it better so that they'll accept the manuscript and offer a deal?
There are lots of reasons why the acquisitions editor isn't saying anything beyond a noncommittal rebuff.
1. The manuscript was unacceptable for all the reasons writers need to put in their hours.
2. Editors don't have the time to give you a detailed rejection. Their job is to work on books under contract.
3. Editors aren't going to give away expert advice only to see that manuscript walk over to a competitor.
"It just didn't grab me." This could mean any number of things. You plot sagged in the middle; laborious pacing; lack of tension; weak concept; weak characters; not the kind of book editor enjoys (fiction is subjective). How do you know which of these things needs improvement?
a. If your book lacks tension/sags in the middle/has a slow pace, people will stop reading it. They'll skim, they'll put it down. You want them to groan about staying up too late because they couldn't stop reading! Maybe your book needs some work.
b. If the book is just not in the editor's taste field, there's nothing you can do about it except to fire your agent, who should have known better. That's what the agent is for, which is why having an agent isn't necessarily going to land your book on the right desk. I expressed widely that I was not interested in talking-cat-fantasies. And yet, I still got submissions where a cat was the lead character. Or the heroine had a cat companion who was her "spirit guide" or whathaveyou. See, not for me.
"Thanks but not for us at this time."
a. Could mean the house already has a lot of similar types of stories in the pipeline. A monthly list of the same kind of titles isn't good for a mass market publisher trying to net a wide audience.
b. Could mean the house already has too many First Time novels. It's very risky to take on too many unknowns.
c. Could mean the money is tight and no one is taking any risk at all--they're only renewing current contracts with current authors. But they don't want to look like penny-pinchers.
d. The always wonderful excuse that the editor is overbooked and overworked and just doesn't have the time to spend on stroking another fragile author ego. Editor might just want a low-drama professional to whom she doesn't have to explain every nuance of the business, someone who already knows the process.
"Lovely, but no thanks."
This could be the generic No Thanks. It could include all of the above. Either way, it didn't grab the editor enough to make her go to bat for it. Wowing the editor, grabbing the editor, thrilling the editor--it all means the same thing: the editor doesn't feel strongly enough about it to start the internal process of convincing the rest of her company that it'll make money.
And let's be honest, sometimes, your manuscript might not be up to standard. You might need a lot more work despite what your agent thinks (again, fiction is subjective). In the end, if you keep getting rejections, you haven't come to a screeching halt. Put your book out in digital format and see how readers feel about it. If it doesn't sell, then maybe it means you need a lot more practice (either in writing or in selling, but either way, you can be in control).