You did it. He wrote the perfect query letter for his nonfiction book, and as a result, an editor at a major publisher requested a full book proposal. At this point, she has a 50/50 chance of seeing her work on a bookstore shelf. What will make the difference is a strong book proposal that showcases your understanding of your audience, what that audience needs and wants, and how that audience can be reached profitably.
When a publisher asks to see your book proposal, they will most likely send you a brief overview of the publisher’s book proposal guidelines. He may want to make some subtle adjustments to his proposal to meet those guidelines. But under no circumstances should he wait for a book proposal to be requested before writing one. Writing a well-written, professional book proposal takes several days, often several weeks. It should be the first thing you write, before the query letter and the manuscript itself. Despite the guidelines, each submission is unique, and the quality of your submission will make a difference 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 is a list of the basic elements of a book proposal that, if mastered, will virtually guarantee a book deal offer.
Element #1: The Title Page/Table of Contents: The first page of a book proposal is the title page. The title page lists the working title of the book you’re proposing along with your contact information (and that of your agent, if you have one). Make sure to center the text. In general, it is not advisable to use fancy borders or attractive graphics. You are writing a business proposal. Make sure it looks like one. On the second page of your proposal, provide a brief table of contents for the book proposal itself. List each of the following sections along with their corresponding page numbers: Abstract, About the Author, Audience, Competition, Advertising and Promotional Opportunities, Outline, and Sample Chapters. Some will say that the Outline and Sample Chapter sections are optional, but remember, you’re trying to sell a book. Providing the editor with a sample of his writing, especially if he is a first-time author, could well mean the difference between acceptance and rejection.
Article #2: Summary: In the Summary section of your proposal, please provide a brief overview of your proposed book. Try to imagine the blurb that will appear on the back cover of your final product. Make that blurb the opening paragraph. Show the publisher that you can hook them with your pitch from first prize, and you’ll convince them of your ability to hook a potential reader, too. Craft the content of your query letter by addressing the following topics: the content, the audience, and the author. What is the premise of your book? What does it promise your reader? Who is the market for the book? How big is that market? And finally, why are you the best person to write this book right now?
Element #3: About the author: In the About the Author section of your proposal, go into more detail about yourself. In general, it is better to use the third person. But it’s fine to use the 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 only in books, but also in newspapers, magazines, e-newsletters, etc.)? Are you a prolific public speaker? If so, how many speeches do you give each year? What types of audiences do you speak to? 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 by itself will not lead to rejection. Falsifying 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 you hope to target. Examples of demographic characteristics are gender, age, political ideology, religion, nationality, educational level, economic status, etc. Be specific. Research the size of the audience and back up your claims with real numbers. Avoid broad statements like “everyone will love this book” and instead use statements like “4.5 million college-educated Christian men between the ages of 21 and 29 will be drawn to this book because of its uniqueness.” …”. period, define the psychographics of your audience. What is the motivation for this demographic to buy your book? What unfulfilled needs and desires do they harbor that your book is sure to satisfy? In short, make sure your Audience section clearly states 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 fills a new niche in a popular topic, list books that target a similar audience). It is always better to cite the best-sellers. If you can track sales figures for these books, please provide the number of copies sold for each title. The higher the sales figures, the more you will strengthen your case that there is a huge market for your topic. Once you’ve established that there is a large market, explain why your book will be different. How will you position your book to set it apart from its peers? Do any demographic trends help your case for continued demand in this market? State explicitly why your book is unique and why the market is ripe for publication. However, beware of a bold statement like “nothing like my book has ever been written before.” You may have discovered a unique angle to your subject, but most likely you haven’t invented a new genre or field of study.
Element #6: Advertising and Promotional Opportunities: In this section of your proposal, describe the avenues of promotion open to your book. If he has already established that a market exists, this section will be the make or break section of his proposal. The publisher must know how he intends to reach the audience he has identified. Are there specific groups with a high probability of being receptive to your book? Good examples are audience members of a specific radio or television show, readers of a specific magazine or newsletter, 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 profitably reach those groups. Do you have media connections or experience? Potential exposure on nationally syndicated television and radio shows is the best way to catch an editor’s attention. Hiring the author for such programs is free and the resulting sales can be astronomical. Therefore, publishers are always looking for authors with a media platform. You have one? What angle or hook can you provide a producer or editor that will land them a coveted interview or feature? If you develop a strong enough hook, you can land a book deal based on just this aspect of your proposal.
Element #7: Outline: For this section of your proposal, please provide a list of proposed chapter titles, along with a brief overview of the contents.
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 editor confidence that he can produce a publishable manuscript in a timely manner.
Element #9: Presentation: The presentation of your book proposal is just as critical to its success as the content. Be sure to check carefully. If you think you’re done, go back to correct it. Read, proofread, and rewrite your proposal at least twenty times to make sure it’s the best it can 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, as with any business document, submit your book proposal via FedEx. This will create the immediate impression that you are a professional who will be serious in your daily dealings with the publisher.
Once you’ve incorporated these nine elements into your book proposal, you’ll have a finished product worthy of commanding the respect of any publisher. But to create a truly blockbuster book proposal, be sure to… Define the concept of the book. Identify the book’s audience. And describe exactly how to reach that audience. Get these three things right and you’ll be sure to land a book deal. So don’t waste your time. Get to work on your blockbuster book proposal today!
