Non-Fiction Book Proposals: Everything you need to know
Book proposals are a whole new world for most writers, who’ve likely never had to produce a work like this before. While it may feel daunting, I am here to clarify what you need in a book proposal, when its best to write a book proposal, what goes into it, and more. I’ll even add some tips and tricks I’ve learned after helping dozens and dozens of aspiring authors write powerful proposals.
I’m Jaime, book coach, editor and publishing guide here to give you an overview on all things book proposals, specifically for non-fiction books. I have worked with many authors who have sought publication with Hay House, Sounds True, New World Library, North Atlantic Books, Shambhala, as well as with leading literary agents.
What is a Book Proposal?
A book proposal is a 20 to 60-page document that convinces an agent to represent you or compels a book publisher to offer you a book deal.
While writing a book proposal is generally a stage in the process of seeking to traditionally publish your book, a book proposal can also serve as a self-publishing plan for those who wish to independently publish their books, as a proposal will outline what your book is about and how you plan to promote it. In either scenario, it will convey the strong case for why your book is valuable and needed in the market, which will give you compelling, concise language to use when marketing your book.
Writing a book proposal can help you:
Get crystal clear on your WHY—why you, why now, why this book
Get clear on your concept for the book
Helps you focus your ideas and make sure you have a viable sellable idea
Get clear on the commitment you’ll need to make to complete the book (time and energy)
Be certain you want to commit to this book project
Publishers will make their decision on how much to pay an author based on the details offered in the book proposal. They will also consider how many copies of your book they think they can sell in the first year based on researching the sales of similar titles.
Proposals are also used by publishers to generate enthusiasm, interest and engagement within their internal teams, as well as with retailers.
What are the characterstics of a strong book proposal?
A book proposal should be:
Well written and edited: pertinent, concrete, and concise; strong consistent voice
Professionally presented (well organized, consistent, aesthetically appealing, etc)
On a subject of mass appeal, with a fresh appealing angle
Written by an expert, someone well qualified to write this book
Promising what the author can actually deliver in full manuscript form
When should I write a book proposal?
There is no set answer to this question, but let’s explore.
Writing the proposal before you write the manuscript
On one hand, the benefit of writing a proposal earlier in your authorship journey is that you can use it to determine whether you can secure a book deal without having to write the whole book first. In this case, you can save time and test your idea in the publishing world before committing months or even years to the first draft writing process.
If you know that you want to traditionally publish, writing your proposal earlier in your process does have its advantages. I recommend writing your proposal after you’ve gone through a thorough planning and visioning process, which you can also do at the beginning of your proposal writing process.
Here’s the thing: you need to know a lot about your book before you’re able to write a strong proposal. There is a lot that needs to be worked out and clarified around your concept, your readership, your platform, your book’s organization, and more. To write a proposal, you will need chapter summaries for each chapter of your book, and you’ll need a few complete sample chapters written and refined.
Writing the proposal after you write the manuscript
You can also choose to write the proposal after you’ve written your first draft. By writing the book first, you can first gain valuable feedback from editors and beta readers before presenting your book idea to publishers. You will have refined your ideas and honed your organization to the point that you are fairly confident this is the book you want to deliver to the world. You will also have an entire manuscript from which to select the sample chapters required in a proposal. The publication process can go faster when you have a ready manuscript at the time of a book deal.
I find that authors with a ready draft are able to write a proposal more easily than those who haven’t written yet.
How many proposals do I need to write?
Lots of people ask me, “Jaime, do I write one proposal and send to all prospective agents/publishers or write a different one for each?
First, do note that not all agents and publishers will accept an unsolicited manuscript. With agents, they will typically want a query letter first. If they are interested in your book, they will ask to see your proposal. You can look at the submission guidelines for your prospective agents for more specific details on what they are looking for.
With publishers, you’ll want to first learn if they accept proposals from authors directly or if they require agented submissions. If they accept unagented proposals directly from authors, sending a proposal is often a first step. You’ll want to go on the website of your prospective publisher to learn the specific things they want to see in a proposal.
Generally speaking, the requirements publishers have for proposals are about 80-90% the same across the board. This means you can write a single “stock” proposal and modify it as needed to meet the requirements of each publisher you want to approach. I recommend this approach:
Make a list of publishers you are interested
Review each publisher's’ proposal requirements on their website
With this information in mind, write your “stock” proposal, the one that has all the elements you’ll need.
Modify this proposal to meet the unique requirements of each publisher (you’ll have a different document for each publisher, unique to their specifications)
What goes into a Book Proposal?
Book expert Michael Larsen answers this question in three words: the Hook, the Book and the Cook. Basically, this means that the proposal covers:
HOOK: the why or the value of your book (hooking your prospective publisher/agent into wanting your book), Why will people want to buy your book? Make the case.
BOOK: What’s in the book? Offer details about the book itself (who it’s for, what it’s about, and so on)
COOK: (i.e. the author) Can the author write this book well? Are they qualified in their topic area? You’ll need to convey who you are and why you’re the best person to write this book. You’ll also need to establish that you have the ability to reach your audience and how do you plan to do so.
Proposals should include a description of a book’s content, a sample of the manuscript (whether completed or not; usually a few chapters), and sales and marketing information.
When I am working on a proposal with a client, this is the typical Book Proposal Table of Contents we work to develop:
Overview: this is a 1-1.5 page compelling, engaging and succinct case for why your book, why now, and why you. It’s the high level introduction to what you’ll share in the rest of the book proposal.
About the Author: a 1 page bio, relevant to the book and its topic
Market Analysis: establishes who your readership is, and that there is a hungry market for your book
Promotional Plan: explains exactly how you plan to market/promote your book; must be specific and detailed
Competitive Analysis: compares your book to 3-5 books similar to it, explaining how they are similar and the unique value yours will bring
Book Table of Contents: A list of your book chapter titles, in the order you plan to deliver them in the manuscript
Book Chapter Summaries: A paragraph or two explaining what each chapter will cover, how it will support the reader, and how it contributes to the overall “project” of the book
Book Sample Chapters: Usually 2-3 sample chapters, fully written and edited, from your book. Often this is a first or early chapter (not the introduction), and a later chapter. It will depend on the publisher’s request. Some publishers want to see the whole manuscript.
Help writing a Book Proposal
If you want to write a winner proposal and maximize your chances of getting signed by a traditional publisher, it helps tremendously to work with a book proposal coach and editor. We offer both book proposal coaching and book proposal editing. We also offer collaborative book proposal writing on select projects. Check out our page on Publishing Support here to get all the details.
We wish you the best in your proposal writing adventures! It can feel daunting but with the right information and the right support, writing a book proposal is fairly straight-forward, and totally doable!
