When we submit a book to a major publishing house, we forget how much money we are asking them to invest in us. Consider the publisher’s commitment to pay top editors for several rounds of edits, artists for the cover design, and the sales team for marketing. I’m leaving out key people, but you get the idea. Emphasizing your marketing knowledge and ability helps a proposal shine.
When writing your proposal, pretend you are a marketing person attending a meeting to discuss projects the editors agree should be published. Congratulations! Your writing has been proven, and you have a team of advocates. If you are a marketing person, you may ask:
1. Does this book have a winning title? This advice isn’t original, but it’s excellent: Bring your hooks into the title. The more specific, the more information your reader has about the topic and/or plot so the reader will be informed and drawn to your book. At the very least, if your topic turns some readers off; it is better for them not to buy the book now than to complain about it on Amazon later if they feel misled by the title.
2. Is this book categorized in a space where our publishing house performs well? Just as “Listerine” is associated with mouthwash, salespeople are likely to be known as specialists in certain books. If Jane is a fan of suspense novels, she’s expected to be successful and enthusiastic in marketing your book. If Harry is a chef, he should be a great advocate for cookbooks. Publishers’ sales teams won’t have a specialist in every category; but if your book makes sense for them and their list, the sales team already knows how to sell it. Backed by the editorial board’s confidence, they should welcome your project into the fold.
3. Can I sell the book with a phrase or sentence? Your talent to summarize adds sparkle and excitement. Novels must entice readers to grab the book immediately to discover what happens in the story. For nonfiction, the felt need and takeaway values are key. Nonfiction especially needs to have a fresh way to reach the intended audience. For example, an author writing on grief must show how his book will stand out with approach, particular knowledge, or encouragement. I visited Amazon and entered “books on grief” to find at least seven pages of about 60 books each as a starting point. I don’t share this to be discouraging but to demonstrate how easy it is for readers to find your competition. You must stand out.
4. Does this author have an established platform to help sell this book? Do you have a brand? Is your website inviting? Do you connect with potential readers through a newsletter? For nonfiction especially, do you have a vibrant speaking ministry attracting an audience?
If you were a book marketer, what other questions would you ask?
