How to craft a compelling book proposal
And become a bestselling author…
Your book proposal is as much about the readers as it is about the publishers, and the steps you’ll see below will surely move you closer to a sale. However, it’s much more difficult to become a bestseller without a publisher. Which is why we sat down with a few — and they suggested a better first step to crafting a compelling book proposal.
Set your ego aside. Seriously.
If there was one takeaway it’s that the book proposal is ALWAYS a product — and a representation — of the author who writes it.
Here’s why that’s not exactly hindsight:
“One of the best proposals I’ve seen was from an author we eventually published. It was for someone who had already published 30 books, so he was clearly an experienced author.
‘He was on Oprah too, but didn’t say: ‘I was on Oprah, so take my next book!’ Instead, he made a well laid out business case for why we should take his business case [his book] seriously.
‘He was very specific with his numbers about the audience he could reach, and how that would fit into the publishing plan. He didn’t make any assumptions that we would just ‘know’ about his numbers, he explained it.”
— Jane Friedman
The publishing world owes authors a favor. It does. But be humble about it, and hustle — and you’ll likely become a bestseller. I’ll let Friedman’s words speak for themselves.
The book crowdfunding revolution
Crowdfunding allows any creator the ability to pre-sell a product in order to raise the funds necessary to build and ship it. This works insanely well for books.
The fastest way to get published starts with a compelling book proposal and then backing it with preorder sales. Crafting one that makes people want to buy and publishers want to work with you is both an art and a science.
Only 1% (the top 1%) of all manuscripts get published and 90% of non-fiction books are contracted completely from a proposal.
Authors have literally used their proposals to crowdfund their advance from a publisher — before they print a single book. They’ve also crowdfunded preorders in order to build a community of readers which serve as a foundation to make them a bestseller later on. Tom Morkes, Sangeet Paul and Michael Sanders are a few authors who’ve achieved this.
Craft a compelling book proposal
— and maybe you’ll join the ranks of Eric Ries, Seth Godin and Scott Bales in ultra-successful book crowdfunding campaigns.
Here’s how to do it:
1. The cover design
People judge your book by it’s cover. So do unique one better and go for intriguing. It has to make someone want to read your book. It has to make someone want to grab it off the shelves. Professional cover artwork increases pre-orders. If you settle for a mediocre book cover design, then like anything else in this world you can expect mediocre results. An author’s book cover — although done by skilled designers’ hands — is very telling of what’s inside. I’m talking about the quality of writing. If you don’t take your cover seriously then how can you expect you readers to take your writing seriously?
Here’s an easy tip — Use 99designs.com and spend a couple hundred dollars to run a book cover design contest. You’ll get heaps of quality options to choose from. This is cheap given the increase in book sales a quality cover will bring you. Not ready to spend $250 on a book cover? Then you’re not ready to become a bestselling author.
2. The blurb
Once you’ve inspired intrigue from your cover design, the blurb is the next step in selling your book — and converting readers. Most great books focus on a single theme or idea. Do your best to explain your book in as few words as possible. Introduce the idea, the protagonist and the conflict.
Please don’t start your blurb with “This book is…” The blurb needs to cut to the chase and make your book irresistible. It has to be punchy and to the point — short, dramatic and effective. This is not your back cover summary. This is your book in a single sentence.
“Blurbs achieve almost nothing, everyone in publishing knows it, and everyone in publishing hates them.”
— Said no one ever.
3. The overview
Offer a synopsis of your book, reasons why your book should exist, and why you’re the best person to author it. You can also take the opportunity to share your personal opinions or thoughts, especially if you have an unusual or compelling background story.
This is your advertisement copy — you want to grab the attention of potential readers and compel them to preorder, buy or download your book!
- If your book is non-fiction, talk about the benefits you’ll receive by reading it. Talk about the problem and your solution. And be real. Focus on what the book actually offers, not fancy descriptions it won’t deliver.
- If your book is fiction, cover the basis of the story — the main protagonists, the tension between them, lessons to be learned. You want to capture the attention and imagination of your reader very quickly — before they pick up or click the next title. Do give readers a reason to want to find out more, but leave the spoilers for the publishers.
Like the blurb, less is always more. Summarize your book simply and succinctly, and point out the value and your credentials. Why are you the right person to be authoring this book? Share market insight through research, statistics, data or trends. (OMG, do publishers love this! )
4. The audience
Your proposal needs to create an instant connection. Who is the book for and why should they read it? Answer this in your proposal — and get specific. Try the Why me? Why you? tactic. Or maybe it’s intended for multiple audiences. Whatever it may be, you need to let readers know that you’re talking directly to them, i.e.:
“I wrote this book for those who want to enter the world of mobility, a tough new space for brand, channel, and engagement. My aim with it is to prepare you, the reader, with the right mind-set and technical know-how so you can stop believing the lies and avoiding the many mistakes others made before you.”
— Scott Bales, Mobile Ready
5. The intro video
It should be no secret by now that videos are on the up. A simple fact is that a video in your book proposal will get you more preorders. Spend some time here, but not too much. A 30-second video is enough, and it only need be you in front of a camera explaining your book asking people to preorder. Anything over 2.5 minutes will not be seen so don’t waste your time.
- Shanti Allen, Author of The Raw Alchemist, has a solid video with editing and background music. It’s short and sweet and the authors explain the book, why you should read it and then ask to preorder. Watch it here: https://publishizer.com/the-raw-alchemist/
- John Biggs, Author of Technotopia, did an informal version and did very well. Watch it here: https://publishizer.com/technotopia/
- Sangeet Paul, Bestselling Author of Platform Scale, did one more like a demo video. Watch it here: https://publishizer.com/platform-scale/
6. The chapter outline
Convey how your book will be structured, with a thorough idea of its scope and benefits. Fiction and non-fiction books should include the table of contents with a paragraph to outline each chapter.
Let readers (and publishers) know what to expect. They want to know where this book will take them and what kind of journey they’ll have — without spoiling all the good stuff.
7. Marketing and promotions
State your current platform(s) and ways you will connect with your target audience. Do you have a blog, a social media following, or active participation in relevant online or offline communities? Demonstrate a proactive marketing plan to promote your book, focusing on concrete steps you will take.
This is difficult.
Authors who have a large following or tons or subscribers on their blog, podcast or website, or who have become an influencer on LinkedIn, have an advantage. I am not saying they will do better at selling their book. A successful book marketing campaign — whether you decide to crowdfund your preorders or not — is ALWAYS a direct result of the author’s commitment.
So, commit. It’s worth it.
I suggest you start by blogging, on any platform — often. Medium is great one. Share your ideas and content around your book topic, build your followers, create some clout, and then ask them to preorder your book. This takes time, so start right now. Second to that, is your social media channels, your website and your email list — also tied to your blog subscribers. Develop all of these areas around your areas of expertise; around your personal brand. This is your platform. And it’s very necessary to obtaining a lot of book preorders, to attracting interest from major publishers, and to become a bestselling author.
- Make an announcement to your mailing list — this will normally be a large source of traffic
- Spend a few hours sending out personalised emails or Facebook messages to readers to help share the campaign
- Add a fun pre-order message in your email signature, including an image of your cover, for the duration of your campaign
- Write about your campaign on your blog or on Medium
- Reach out to relevant communities and groups to share a sample chapter or guest post
8. Competing and complementary books
Show publishers you know exactly where your book fits into the market. Show them you know you’re not the only person talking about your topic, but make damn sure they know you’re THE person to be writing a book about it. List 5–10 of the most relevant titles here, with a full description, including how your book is different.
- In terms of readers, tell them how to position your book with similar titles and why they should read yours instead (or in addition).
- In terms of publishers, tell them what understanding you have of other authors and book titles. Let them know you’re not another author with tunnel vision who sits in a dark room writing a bunch of ideas without any awareness of what’s already being said in the marketplace.
The query letter
The query letter is about hooking publishers.
DO NOT rave about your book! This will be an instant turn-off for publishers who receive your query. Stick to the facts and focus on these three paragraphs: 1. what is unique about your book, 2. what it’s about, and 3. why you’re the best person to write it.
Mention relevant credentials, experience or awards you or your book have achieved. In other words, explain why the publisher should pick you, and not the next author in their inbox.
I‘d recommend you write off the cuff and see what you come up with. You’ll probably surprise yourself.
Why you need ambassadors
Ambassadors create momentum for your book campaign.
Ambassadors are advocates for your book. They are people who will share it with their own friends and network, and they will buy their own copy. This is about relationships first and interest in your book second.
Write a list of 100–250 people you know or in your extended network that you can reach out to and ask to preorder your book as an early adopter and supporter of you getting a publishing deal. Then, ask them to share it with everyone they know — essentially becoming your first raving fans. The first 100 will give momentum to your book campaign and allow you reach 250 preorders for a first milestone. At 500 preorders, you’ll start attracting major publishers.
Here’s an easy tip — Let them know that there are a limited number of rewards available and they have first dibs on them before you share your book with the world. This gets them on your side. #manufacturescarcity
This will also guarantee you money. Now, you can start treating your book like a startup — but that’s a topic for another day.
Got these steps down?
You’re in the top 1% of all proposals ever seen (and not seen) by publishers — and you’re much closer to becoming a bestselling author.
Cheers.
