A Facebook friend of mine is working on a nonfiction book, and we’ve been discussing how to find a publisher. I’ve published several how-to/reference books (most under the name Nancy Conner), so I told her I’d put together a guide to what goes into a book proposal for this kind of book.
The nice thing about writing how-to and reference is that even brand-new authors can sell a project based on a proposal. The publisher pays an advance, usually broken into three or four milestone payments, so you have some money coming in as you write. For example, the nonfiction publisher I work with most often breaks the advance into four payments, payable at these milestones: first two chapters submitted, 50% of the manuscript submitted, 100% of the manuscript submitted, author review completed. (Author review is going over the changes, queries, and requests made by various editors.)
Before you see any advance money, however, you need to sell the project. And to do that, you need a killer proposal. A nonfiction book proposal usually contains these sections:
Introduction: This section gives a high-level overview of the book. It answers the Big Question: “What’s your book about?” Start with a hook–something that grabs readers’ attention and makes them want to keep reading. Depending on your project, this could be an anecdote, an interesting fact or statistic, a trend. Be concise; keep this section to a couple of paragraphs.
Audience: Who will buy your book? Be specific here; don’t say “everyone,” for example. You may hope that’s true, but publishers know it won’t happen. Specific numbers for a specific group are helpful, such as “Volunteerism is the fastest-growing segment of the vacation industry, increasing by 50% since 2005. Last year, more than a million people spent their time off working to make the world a better place.” (Note: I made up those statistics for the example.) If you don’t know who’ll buy your book, do some research to find out whether the project is worth your time and the publisher’s investment.
Competition: This section shows how your book will be positioned in the market. Which books are its closest competitors? List them. What makes your book different from those books? For example, maybe you’ll inject humor or focus on real-world case studies. If there are too many competing titles, the publisher may think the field is too crowded. If there are no competing titles, however, that’s not necessarily a good thing. It may suggest that publishers have considered and rejected similar ideas.
Marketing: Publishers want to know what you’ll do to sell the book. List your marketing ideas here. If you have media contacts, a popular blog, frequent public speaking engagements, involvement with professional or other groups that will publicize your book, list them here. No matter how good your idea, books don’t sell themselves, and publishers want to know how you’ll help to get the word out. This section is optional, but it can get a publisher’s attention.
Table of Contents: This section shows your proposed book’s contents at a glance. It’s a list of parts, chapters, and appendices, like the Table of Contents at the front of a published book.
Detailed Outline: Here, show your Table of Contents again, but go into detail. For each chapter, write a paragraph that gives an overview of what’s in the chapter. Follow that paragraph with a list of section headings and subheadings (A- and B-heads).
Author Bio: Include a paragraph or two telling about yourself. If you’ve published other books, mention those here. If you haven’t, focus on your expertise in the subject you’re writing about and any platform you’ve developed. Platform — your visibility as an expert — is important to publishers. Your platform may be a blog or Web site, membership in professional associations, media appearances, high visibility in a community (online or off) related to the topic. You may have mentioned some of this information in your Marketing section; mention it again here. The Author Bio is where you say what your platform is; the Marketing section is where you detail how you’ll use that platform.
Sample Chapters: If you’ve never published a book before, you need to include one or two sample chapters that show off your writing skills. If you’re already published, you may be able to send clips or chapters from a previously published books. Even so, it’s best to give a taste of your approach to this particular project.
So those are the basics of a book proposal. Next time, I’ll give some tips for making your proposal shine.