I think there is a lot we can do to make ourselves shine -- and if we don't, we are shooting ourselves in the foot. So, query letters. I hate doing them, though I'm getting better, but you have to learn to do them and do them well. Really, try going to query letter hell on Absolute Write and crit 50 in a row. By the end of it, you will be so bored, you'll be giving up the will to live. And that's what agents receive every day, so if you can't make it hooky/voicey or at least interesting in the first paragraph, you're in the bin. Harsh, but true.
As Hex said above, and yes we've had a few chats about this, targetting the agent. I had an agent a couple of days ago who came back, very politely, and wondered if Inish would go better in UK/Ireland. (I'm not sure, I think there's the ol' Celtic Ray out there in America.) As a result of that I went back to writers and artists and reviewed Irish agents. There aren't many, and they all state no sci fi, but I emailed them politely and said look it's scifi but it's based in a near-contemporary Ulster, it has a strong Irish voice, would you look at it. One has come back already with a request for a full. I wasted a lot of time with AC sending it to places where it has not a hope in hell. It took me being asked for a full for a romance imprint (for all those who've read AC... romance?
one story line, only...) for me to question if I have the market right, and ergo the right query. Right enough, now I've made it just a little darker, it's doing better.
And talking about queries, that is the area where I have received the most conflicting advice:
Don't use a log line - I asked three agents and they all said they didn't mind one.
Put your book info at the end/ put it at the start - this is 50/50.
Include personal info/don't.
But, look, at the end of the day, it comes down to what we do with the advice. I took some bad advice on AC, changed a lot of the book on the back of it, and it was only 18 months on I realised I was wrong, and changed it back. I won't do that again, I'll stick to my guns a bit more.