All novelists will have to wait until next week’s blog which will address fiction proposals. Today’s topic is non-fiction.
- What is the Big Idea?
Trying to find something unique and never before addressed in book form is nearly impossible. But each proposal needs to be clear what the book is about. You’d be amazed how many proposals I’ve seen where they try to hide the “pay-off.”
If the book is about a dealing with difficult people [agents], lead with that. If it is about potty training, lead with that. If it is about church planting, lead with that.
- Who are You and Why Do You have the Right to Write this Book?
This is another way of describing the dreaded word “platform.” Do you have the credentials to be an expert on the topic? Are you out speaking regularly to sizeable audiences on the topic? Do you have a blog or a newsletter that speaks to this topic?
I ache for the writers who approach us with a book on a theological topic that they have worked on for 20 years, while they have had a career as a car salesman or some other unrelated occupation. It doesn’t mean the writer isn’t any good, but the credibility factors in when the buying public takes a look at the book before buying it.
Platform, in essence, is presenting to the agent, the publisher, and the marketing department the size of the audience you can bring with you to the book, which usually translates into measurable sales.
One caveat…some books do not need a platform to be published. Often there are books where the concept or the title is bigger than the writer. But even then a publisher is going to want to know what you, the writer, can do to sell copies of the book.
- What Makes Your Book Unique?
If you’ve defined the big idea and have a platform on which you are standing to tell the world of your book…then why your book and not Mr. Famous Author and his book on the same topic?
I remember once seeing a great proposal on grief and suffering. But when we looked at the comparable titles, there was nothing in the proposal that could make it stand out against the 50 well-known titles already available. Doesn’t mean the book idea wasn’t worthy, only that it would struggle to get a foothold without something extra.
- Have You Written the Best Book Ever?
Okay, maybe that question is a little unfair. But here’s the reality. A majority of the proposals that agents receive are not very well written. I’m sorry to be the one say it. That is why an extremely well written book makes me sit up and take notice. They stand out simply by the quality of writing.
Put your book through its paces. Consider hiring a top level freelance editor (like those found in the ‘resources’ section of our web site). It will not be cheap, but do you want it to be cheap? (The old adage is that you get what you pay for.} And even then don’t expect the freelance editor to be a magician and convert your turnip into gold. It may still be a turnip.
Your Next
Recently we had a first time writer, never before published, receive a nice contract because they answered all four of these questions perfectly. A great idea, with a good platform, positioned strategically for the market, and delivered fantastic sample chapters.
Now it is your turn.
A lot of readers of my blog have suggested that I turn the present series on caregiving for a terminally ill spouse into a book…that’s going to happen, one way or another, but realistically, I don’t know what I’m going to do with it.
First, I’m no Randy Pausch, nor am I Kara Tippetts. They both had a gift in facing this situation that let their words soar, and our hearts soar with them. Very different, but together the provide needed illumination to a fell subject…and is one more light, and a dimmer one at that, really needed?
Second, being’part of the process’ I sure feel I have the right to write, but I can appreciate that a publisher may think differently. Saying I have a PhD is impressive until the dude reads on and finds that it’s in structural engineering, not psych.
I can get endorsements from professionals, marriage counselors and psychologists. These have been offered; I suppose I shall wrap up with a question – I will make it as specific as I can…
Can professional endorsements overcome lack of credentials, in the case of a book offering comfort and advice to a caregiving spouse, written from the point of view of one who is terminal?
I’m not, like, totally bummed to be neither Randy nor Kara. I still have my temporal life; and I still enjoy it.
Two comments please:
1. This was informative – I always learn a lot on this site.
2. To Mr. Andrew Budek-Schmeisser – your responses here give me nourishing thoughts, so I am so glad that you write. I also have joined in praying for you – since I scour your responses – it is a little like being friends?
Oh, Beverly, words fail me here…all but the essential, thank you, from the depths of my soul.
I am honoured to be your friend.
Endorsements are another topic altogether! I can safely say that “meaningful” endorsements can help lend considerable credibility to an author’s “platform.” But they have to be “meaningful.”
By that I mean endorsements from recognized or well-known authors. Or, depending on the topic, from someone with an amazing title…like President of Famous University or CEO of Amazing Well-known Company. But that connection has to make sense with the book.
If the book is about Gardening having an endorsement from the CEO of Hewlett-Packard may not mean as much as an endorsement from the Miracle-Grow company…
This answer simply shows that a simple answer isn’t always the best answer. There are far too many factors to say “Yes, endorsements are helpful.”
“Platform” is the mother of all roadblocks for aspiring authors. Very few publishers will ignore the bottom line on their balance sheet to aid an author who may not sell a sufficient number of books to adequately compensate the publisher.
This understandable reluctance by publishers has given way to self-publishing where the author accepts the risk and not the publisher.
Unfortunately, there are no “pro bono” publishers. 🙂
Well said.
I know everything you are saying is absolutely true, it pertains to getting published with a traditional publisher of course. As always, I thank you for your honesty and candor. That is your business (livelihood) and the business model of the industry that has been deemed necessary for continued operation and financial success.
Whenever I read or hear of these parameters I can’t help but cringe and think of the gifted genius that may lack one or more of them. Specifically, I think of that obscure guy working in a lowly position in the patent office named Albert Einstein. He happened, in spite of “parameters” to eventually break out from the unwashed masses and get his voice heard. What if he had not? How many countless others did not? It is not the priority or even legal responsibility of the industry to put social or other “benefit to humanity” considerations ahead of financial ones.
I am in no way saying the current situation is “unfair”, no sour apples here. Business financial considerations demands such discipline. TRAD PUBLISHING IS A BUSINESS. I am saying, however, much is being potentially left on the cutting room floor by these financial filters.
I know you are acutely aware of this phenomena reinforced by your statement. “I ache for the writers who approach us with a book on a theological topic that they have worked on for 20 years, while they have had a career as a car salesman or some other unrelated occupation.” Your genuine compassion and understanding is quite laudable.
DO YOU HAVE ANY IDEAS FOR BRINGING WORTHWHILE (AND STILL COMERCIALLY VIABLE) BOOKS TO PRINT THAT TRAD PUBLISHING HAS LEFT ON THE CUTTING ROOM FLOOR OTHER THAN SELF PUBLISHING?
I think much of the friction I see between authors and publishers stems from differing goals on each entity’s part. The wider the gap on goals the larger the friction. In my opinion, the author who is most inclined to make financial considerations the top priority above all else will be best suited for traditional publishing. The further an author departs from that the less likely they are to “strike a deal”.
I may be forced (by events) to consider forming a publishing company featuring books rejected by trad publishing and call it something like “Golden Turnip Publishing” . LOL
Would you submit books for publication that you felt were great but couldn’t for some reason or other (like platform or credentials) to get a trad pub deal? (I suppose many books you do find deals for WERE turned down by other publishers before finding a publisher even though I am also sure that a number of your submittals were accepted on first offering.)
Mark 3:25 [Full Chapter]
If a house is divided against itself, that house cannot stand.
God Bless!
I wish there was a simple answer to your All-Caps question.
I can cite numerous contracts we’ve done for authors who have little or no platform. But in each case there was something special about the topic or the author that caught the publisher’s attention.
There is no “formula” for the perfect platform. In fact I’d prefer not to have to use that word at all. But the question “what right do you have to write this book?” remains, platform or not.
It comes down to “commercial viability.”
For example, I might write a book on all 150 Psalms…and it is brilliant (at least I think so)… But who cares what I have to say about the Psalms? I suspect I could sell a few to fellow church members and carry it with me to places where I speak. And a few blog readers might be curious. But that does not translate to “commercial viability.”
Even if I know I could personally sell 1,000 copies, that is not going to attract a major publisher, even if it is the best commentary ever written on the Psalms. I simply do not have the cache that would make someone who does not know me gasp and say “I have to have this book!”
Does it mean the book is unworthy of publication? Of course not. It only means that from an economic perspective it would be highly unusual for a major publisher to invest in it.
That is the beauty of today’s technology that would allow me to publish the book myself and sell those 1,000 copies without having to print a truckload of books and store them in my garage.
Thank you! You are soooooo right about it ultimately coming down to “commercial viability”.
The question is can we substitute ingredients, amounts, cooking time and temperatures of the currently working traditional publishing recipe and come up with a superior (more reliable/profitable) result. Possibly an entirely new “process” (like “cold rolled” steel or “no bake” cookies) which were revolutionary when introduced. I feel rather strongly that there is a positive answer to the question but that WE (the industry) haven’t completely solved each component that is concomitant to the overall challenge.
I am assuming a 10,000 to 12,000 net copies sold to be the minimum threshold of what one might consider a “successful” publication. I don’t know if you would agree with that figure. I think its possible to originate a production/marketing/sales protocol that would consistently deliver at least a minimum number of copies sold of just about any title/genre/interest. Experiential efficiencies and learning curve enhancements incorporated along the way usually accelerate the process, sometimes exponentially.
I have a suitable remedy to overcome “platform” deficiencies (easy) but am still working on other facets like production (very easy) and efficient distribution (more challenging). Overall risk is being reduced with each improvement. Needless to say, stellar writing remains of utmost importance. Fortunately, lack of stellar writing usually isn’t the problem. As always, a pleasure!
Platform isn’t a boogieman chasing only nonfiction authors through the woods. I keep reading that unpublished fiction authors need to have a large following to even get through the first door. Since that’s the ticket to the game, I’m ramping up to try to build it, but I have to have something at carolashby.com worth coming to. Just how does an unpublished fiction author accomplish that?
I’ve been told I should consider becoming an established expert in my historical novels’ period. Good idea, when you really think about it. I even have what I think is a viable plan for doing that, although there’s no way to predict the numbers of social media connections that may result. I’ve spent more than three decades repeatedly becoming an expert on some new topic and writing nonfiction articles and book chapters about it. I simply need to shift from science and engineering topics to history, create a warm personal web presence with resources related to my novels that will be able to build a large email list and blog following, thereby creating demand for my fiction even before it’s published, and maybe even do some low-priced indie publishing as an expert on the time and location of my novels to establish my bona fide credentials for writing what I do. I’ve already had to become sufficiently expert in the daily lives of people like my characters that I even know what to write.
“SIMPLY”― that adverb sums up the irony of it all. Even with many hours of webinar training in what should work and a specific plan of attack, it’s like standing on a cliff staring at the fast-flowing river below before I jump. Whether it turns into a swan dive or a belly flop will be determined over the next few months. Since whitewater reveals the boulders just below the surface, I’m hoping the seemingly smooth surface means the river’s deep enough that I don’t break my neck in the attempt. Maybe I should try to cannonball instead. Aren’t authors supposed to make a big splash?
Thanks, Steve, to you and others at your agency for trying to at least illuminate the path through the woods so we know what boogiemen are lurking. It really is a big help to the fictionally unpublished among us.
I am the, “…theological topic worked on for 20 years…” person. Since finding you in late winter 2015 I keep upgrading the project and following your advice. Will it work out to Traditional Publishing? I don’t know. We’ll see. It continues to be slow going.
I have read this blog twice with comments and made a written outline; underlined, circled and starred. At the least, I appreciate far more everyone in the process. And too, you all make me a better person; writer, speaker—defining excellence as the aim; making it clearer.
With regard to #2, it helps if you have a blog on the subject of your book. Publishers need to see if you have in depth knowledge of your subject, whether through personal experience or deep research. I’m fairly new to the publishing world, but I’m starting a blog now, even though my book won’t release for six months.