Writing the Blockbuster Book Proposal: How to Sell
Your Non-Fiction Book
BY BRITT GILLETTE
You did it. You crafted the
perfect query letter for your non-fiction book, and as a
result, an editor at a large publishing house has requested a
full book proposal. At this point, you have a 50/50 chance of
seeing your work on a bookstore shelf. The difference maker
will be a strong book proposal that exhibits knowledge of your
audience, what that audience needs and wants, and how that
audience can be reached on a cost-effective basis.
When an editor makes a request
to see your book proposal, he/she will most likely send along
a brief overview of the publisher's book proposal guidelines.
You might want to make some subtle adjustments to your
proposal in order to meet those guidelines. But under no
circumstances should you wait for a book proposal to be
requested before actually writing one. A well-written,
professional book proposal takes several days, oftentimes
several weeks, to compose. It should be the first thing you
write — before both the query letter and the manuscript
itself. Despite the guidelines, each proposal is unique, and
the quality of yours will be THE difference maker in
determining whether or not the publisher takes a financial
risk with your book. So put your best effort into crafting a
blockbuster book proposal. Below, you'll find a list of the
basic elements of a book proposal that, if mastered, will all
but guarantee the offer of a book contract.
Element #1: The Title
Page/Table of Contents — The first page of a book proposal
is the title page. The title page states the working title for
the book you are proposing along with your contact information
(and that of your agent if you have one). Make sure to center
the text. Generally, it isn't wise to use fancy borders or
cutesy graphics. You're writing a business proposal. Make sure
it looks like one. On the second page of your proposal,
provide a short table of contents for the book proposal
itself. List each of the following sections along with their
corresponding page numbers: Summary, About The Author,
Audience, Competition, Publicity & Promotional Opportunities,
Outline, and Sample Chapters. Some will say the Outline and
Sample Chapter sections are optional, but remember, you’re
trying to sell a book. Providing the publisher with a sample
of your writing, especially if you're a first-time author,
might well mean the difference between acceptance and
rejection.
Element #2: Summary —
In the Summary section of your proposal, provide a brief
overview of the proposed book. Try to envision the blurb that
will appear on the back cover of your final product. Make that
blurb the opening paragraph. Show the editor you can hook
him/her on your proposal from the very first sentence, and
you'll convince them of your ability to hook a potential
reader as well. Elaborate on the contents of your query letter
by addressing the following subjects: the content, the
audience, and the author. What is the premise of your book?
What does it promise its reader? Who is the market for the
book? How large is that market? And, finally, why are you the
best person to write this book at this time?
Element #3: About the
Author — In the About The Author section of your proposal,
go into greater detail about yourself. In general, it's best
to use third person. But it's okay to use first person if you
feel more comfortable doing so. Why are you the best qualified
person to write this book? What are your credentials? Are you
an expert in the field? Has your previous work been published
(not just in books, but newspapers, magazines, ezines, etc.)?
Are you a prolific public speaker? If so, how many speeches do
you give each year? To what types of audiences do you speak?
Do you have media experience or media contacts? If so, let the
editor know. If you have limited experience in any or all of
these fields, say so. Be honest and direct. Experience helps,
but lack of experience itself will not lead to rejection.
Misrepresenting yourself will. Never include information about
your personal life unless it is essential to your ability to
sell the book.
Element #4: Audience —
In the Audience section of your proposal, clearly define the
market for your book. First, identify the demographic segment
you hope to target. Examples of demographic characteristics
are gender, age, political ideology, religion, nationality,
education level, economic status, etc. Be specific. Research
the size of the audience and back up your claims with real
numbers. Avoid broad claims such as “everyone will love this
book,” and instead use such statements as “4.5 million
college-educated Christian men between the ages of 21 and 29
will be drawn to this book because of its unique...” At this
point, define the psychographics of your audience. What is the
motivation of this demographic to buy your book? What unmet
needs and wants do they harbor that your book is sure to
satisfy? In short, make certain your Audience section clearly
indicates 1) who will buy your book, and 2) why they will buy
it.
Element #5: Competition
— In the Competition section of your proposal, provide
examples of well-known published books similar to yours (or,
if your book covers a new niche in a popular subject, list
those books that target a similar audience). It’s always best
to cite bestsellers. If you can track down the sales figures
for these books, provide the number of copies each title sold.
The larger the sales figures, the more you strengthen your
case that a large market exists for your subject matter. Once
you've established that a large market exists, explain why
your book will be different. In what way will you position
your book in order to differentiate it from its peers? Do any
demographic trends aid your case for continued demand in this
market? State explicitly why your book is unique and why the
market is ripe for its release. However, be wary of a bold
statement such as “nothing like my book has ever been written
before.” You may have uncovered a unique angle for your
subject, but in all likelihood, you haven’t invented a new
genre or field of study.
Element #6: Publicity and
Promotional Opportunities — In this section of your
proposal, outline the promotional avenues open to your book.
If you've already established that a market exists, this
section will be the make it or break it section of your
proposal. The publisher must know how you intend to reach the
audience you've identified. Do specific groups exist with a
high likelihood of being receptive to your book? Good examples
are the audience members of a specific radio or television
show, readers of specific magazines or newsletters, book
clubs, non-profit organizations, or trade groups. Identify the
groups relevant to your book and point out the vehicles a
publisher can use to reach those groups in a cost-effective
manner. Do you have media connections or experience? Potential
exposure on nationally syndicated radio and television shows
is the best way to capture a publisher’s attention. Booking
the author on such shows is free, and the resulting sales can
be astronomical. So publishers are always looking for authors
with a media platform. Do you have one? What angle or hook can
you provide a producer or editor that will land you a coveted
interview or feature story? If you develop a strong enough
hook, you might land a book contract based on this aspect of
your proposal alone.
Element #7: Outline —
For this section of your proposal, provide a list of the
proposed chapter titles, along with a brief overview of the
contents therein.
Element #8: Sample Chapters
— In this section of your proposal, simply attach the first
two or three chapters of your proposed manuscript. Providing
sample chapters is essential for a first-time author. If your
chapters are of high quality, they give the publisher
confidence you can produce a publishable manuscript in a
timely manner.
Element #9: Presentation
— The presentation of your book proposal is as instrumental to
its success as the content. Make sure to proofread zealously.
If you think you've finished, proofread it again. Read,
correct, and rewrite your proposal at least twenty times so as
to be confident that it’s the best it can possibly be. When it
comes time to print the final draft, the body of the proposal
should be double-spaced and printed in black ink on clean
white paper using a LaserJet printer. Finally, just as with
any business document, send your book proposal via FedEx. This
will create the immediate impression you are a professional
who will be businesslike in his day-to-day dealings with the
publisher.
Once you’ve incorporated these
nine elements into your book proposal, you will be left with a
finished product worthy of commanding the respect of any
editor. But in order to create a true blockbuster book
proposal, make sure to... Define the book’s concept. Identify
the book’s audience. And outline exactly how to reach that
audience. Do these three things well, and you’re certain to
obtain a book contract. So don’t waste any time. Get to work
on your blockbuster book proposal today!
Britt Gillette is the author
of
The Dittohead’s Guide to Adult Beverages (Regnery 2005).
He also runs
The DVD Report, a website showcasing his personal reviews
of movies and TV shows currently released on DVD.
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