Five Secrets of Winning Book Proposals

 Five Secrets of Winning Book Proposals

Working in the publishing industry comes with a high
expectation, especially from complete strangers. After the
causal ‘hello’ progresses to ‘what do you do,’ and my answer is
‘I am a publisher,’ the words, like fairy dust, work magic; and
in the eyes of my conversation partner, I’m transformed into a
glamorous Advice Goddess—would I mind reading this stranger’s
book proposal? 

Cornered in frozen foods at the grocery, black-tie events or at
the bus stop, I’ve been ‘pitched’ as we say in the business,
with such book proposals as: A Cat’s Tale of Christmas; Old
Testament Aphrodisiacs; Break Out (after being committed to a
mental institution by jealous relatives, the story of one man’s
quest for revenge); and Suck it and See: A Guide to Tropical
Fruits. 

Admittedly, I chose to share with you the more colorful
examples. My point being that the purpose of a proposal pitch is
not to motivate the publisher to love the idea as much as you
do. That’s the misconception. The publisher is listening for
signals that you understand the process of transforming a book
concept into a business plan. It’s not just about your passion
for the topic: it’s how well you filter your passion through the
publisher’s prism of marketing and distribution. That’s the
difference between a contract and a polite rejection letter. 

Let’s take a look at five typical questions that an agent or a
publisher will ask in their submission guidelines. 

Question #1: Please provide the title that best captures and
conveys the essence of your book and briefly explain why you
chose it.

What the publisher is really thinking:

 Will the book buyer for Barnes & Noble recognize the section to
shelve the book by its title alone? Is the title’s message
succinct and snappy so the publisher’s sales representative will
remember it easily? How does the rest of proposal support what
the title says?

Question #2: Briefly describe the primary audience for your book
and how they will benefit from reading it.

What the publisher is really thinking:

 The book cannot be all things to all people. Do you demonstrate
focus? Are you confident about who the customer is and the
primary (most appropriate) category where the book should be
placed in the bookstore? Do you provide three distinct benefits
that relate to the book’s core premise?

Question #3: List competing books that you are aware of on this
topic and explain how your book differs.

What the publisher is really thinking:

 How do you demonstrate that your premise is solid in relation
to existing books? Will the publisher’s sales representatives
understand where your book fits among five other books in the
same category? Do you contradict what the book is or is not
elsewhere in the proposal?

Question #4: What are your expectations for the project?

What the publisher is really thinking:

 Do you sound like you expect to make a million dollars and plan
to retire on your royalty earnings? Is your goal to raise the
level of topic discussion and to advance your profile as a
thought leader? How realistic are you about the work involved to
write the book from start to finish?

Question #5: Describe your qualifications for writing this book
and include your latest curriculum vitae or other relevant
factors. 

What the publisher is really thinking:

 Several proposals are discussed during a publisher’s editorial
board meeting. Why say ‘yes’ to yours? What is your media
platform? How are you going to be an asset in marketing and
promoting the book? What’s your track record?

If you are now thinking about you book concept as a business
plan, bravo! This is the foundation for a solid beginning; and,
I encourage you to continue forward. High-quality books written
by people who are committed to excellence (in any sphere of
living) are in short supply. Adopt the publisher’s
perspective—how will it sell and to whom—and you will not only
become a published author. You will make a difference in the
world.