Be in no doubt, when you are approaching a publisher’s editor - or a literary agent - with the proposal for a non-fiction book, you are embarking on an advertising campaign. So first, clarify in your own mind what you are selling.
Sell Yourself as Well as the Book
It’s not just a great idea for a book that you are proposing. If the editor likes the idea, but doesn’t think you’re the one to write it, they may take it and find another writer. There is no copyright on an idea. You could be cut out of the picture. So when you sit sit down to consider your proposal, think about selling yourself and the idea as a unique package.
Focus on the Qualities About You and Your Idea Which Spell Success
Imagine the tired and cynical editor who gets inundated every day with book proposals, who needs to convince the publisher’s editorial committees, the marketing people and the number-crunchers in accounts, that the next book is going to be a money-spinner and worth investing an advance in.
Imagine what it will take to make this person sit up and get excited about your idea.
Imagine what this person will be asking...
- Why this book?
- Why are you the best one to write it?
- Why will it sell?
The answers to these questions will become your book proposal. Make them compelling and convincing, and your book proposal will move away from being a flat description, to become a real sales pitch.
Gathering your Ammunition
At this preparatory stage, you should gather all the facts, ideas and arguments that you possibly can, so that you can pick and choose the best of them later to make your proposal as strong as it can be. Look back at the questions in the mind of the editor, and see how best to answer them...
Why This Book?
- Is it unique?
- Is it original?
- What makes it different from other books which might cover the same subject?
Why are You the Best One to Write it?
- Are you uniquely qualified to write it (e.g. because of personal experience)?
- What is your track record as a writer?
- Are you uniquely qualified to promote it (on chat shows or in press interviews)?
- Are you personally newsworthy - will the media be interested in you?
- Are you well-connected (with the media or with organisations who could promote the book)?
Why Will It Sell?
- Have you researched potential sales figures and can you give numbers?
- What will make this book popular?
- Are there any events which it can be tied in with or promoted at?
- Why will it be successful?
Some questions will be harder to answer than others, particularly the ones about marketing. However, the research required will be well worth it, as this is the sort of information that swings decisions in publishing houses.
Writing the Proposal
Like all good advertisements or commercials, remember that your proposal must be:
- clear
- concise
- persuasive
Keep your mind on these three qualities constantly as you write your pitch. Use bold headlines and bullet points to make your proposal easy to read and comprehend. It should not run to more than a couple of pages. The shorter the better.
And finally, don't forget...
Attachments
- A chapter-by-chapter outline, with a short paragraph on each chapter, to demonstrate that you have enough material for a book.
- Your full CV - so there’s no need to clog up the proposal with too much detail.
Find out more about The Basics of Freelance Writing
Janice Hally - Janice Hally has written more than 300 broadcast hours of prime-time TV drama in the UK, as well as fiction and non-fiction books.
