Writing Book Proposals and Query Letters
 
If your goal is to have your book published by a trade publisher, I will work with you to create a book proposal which conforms to the generally accepted format publishers and literary agents are looking for. The first issue to keep in mind is that publishers generally do not spend much time reviewing manuscripts that are submitted to them directly or "over the transom". The exception is when the author has an established track record with the publishing house or is a person already very well known in the market space for which the book is intended. In either of these circumstances the acquisitions editor and the publisher's review committee have a high degree of confidence that the book will make money and the proposal will receive immediate consideration. In the more common situation however, where the author is unknown to the publishing company, the recommended procedure is to work through a literary agent.
 
When you are looking for a literary agent, you will want to find someone who has internal connections with a publishing house that is likely to have interest in the project. Both publishing companies and literary agents specialize in particular types of content. Literary agents make their living based on the power of their connections and the strength of their Rolodex. For example, there are agents (and publishing companies) who specialize in travel books, art books, children's books, food books, computer books, business books and almost any specialty category you can think of. Finding the appropriate literary agents that are good prospects for your manuscript is part of the package of services I provide in the scope of our work together.
 
The relationship with the literary agent is initiated through an email query letter. In this letter the book concept is pitched and we offer to send the book proposal for review. The agent indicates whether he or she would like to see the book proposal or not. We will help you prepare the query letter and advance the conversations with the agent when he or she expresses interest in the project.
 
One of the most important things to remember when you are preparing a book proposal is that trade publishers are driven by profitability and revenue considerations. The over-riding objective in the book proposal is to show the publisher how and why they will make money on the project. The other important thing to remember is that trade publishers are committing fewer and fewer dollars to book promotion and are increasingly expecting the author to fund the marketing of the book.
 
The basic components of the book proposal are:
1. Title Page
2. Overview
3. Author Background
4. Competition Section
5. Markets Section
6. Promotions Section
7. Chapter Outline
8. Sample Chapter(s)
 
The overview describes the book project in a broad sense, and conveys the reasons that make the author's idea worthy of publication, and why people will want to buy it and read it. Why is it being written? How is it unique and different? And what makes the author the best person to write it? It's essentially explaining the book as a complete concept.
 
The competition section lists all existing books that have been published in the area the author is writing about. It should provide an in-depth analysis of these books and differentiate the author's concept from these others. Is the market already saturated with books on the topic or do these other titles indicate a strong market demand for this kind of book? Is there a way to play off and establish superiority over the competition? These issues are addressed in this section.
 
The markets section suggests which market demographics will buy the book, and why it will be of interest to them. It's essential to explore every possible audience and express in detail how the book will make a connection with the people in this demographic. This section should include hard facts and data that will support the marketability of the book in any way. Is the book targeted primarily to women, to business professionals, to 20 somethings, to retirees, to computer geeks, to art collectors—what is the socio-economic profile of the author's target audience(s) and why will this group spend money on the concept?
 
The promotions section is the author's opportunity to show the publisher what he or she will do to enhance sales of the book. Publishers love to see that the author intends to retain a publicist, will build a book-specific web site, will put themselves on the speaking circuit, will issue press releases and write articles, will pursue TV and radio appearances and undertake and internet marketing campaign.
 
An additional aspect of the book proposal is a detailed Table of Contents or Chapter Outline and Sample Chapter(s). It is very important that the author has a fairly complete plan for the structure of the book and that he or she is able to specify the content of each chapter. If the author plans to include any special features, such as contributed sidebars or illustrations, we need to describe these in detail and why they are relevant. Our firm will partner with you in the preparation of the outline and sample chapter. The extent of our involvement in working with you to create the sample content is a function of how fully formed the book idea is when it is brought to us and whether it is presented in a commercially viable way.
 
When the literary agent responds favorably to the query letter we send him or her a copy of the book proposal document via email or regular mail depending on their preference. Frequently, the literary agent will make suggestions for modification of the proposal to make it a better fit with the targeted publisher's product line. We will work with you to incorporate these changes.
 
If the literary agent decides to take on the manuscript he or she will produce a contract defining the terms of the relationship with the author moving forward. The author is generally entering into an exclusive relationship with the agent for a fixed period of time during which the agent will shop the project to appropriate acquisitions editors. If the manuscript is picked up by a publishing house the agent will become your representative in all of the subsequent dealings with the publisher. The literary agent is compensated by earning a percentage of all that you will earn for the life of the project. These agreements also specify that the agent will earn a percent of your royalties on derivative projects such as film, TV, digital and audio versions of the content. Our recommendation is that you should retain the services of an attorney experienced in publishing agreements to assist us in the negotiation of this agreement. (It is important that you understand that our company does not represent you in any legal capacity and that we serve only in a business advisory capacity.)
 
Once the project is under agreement with the literary agent we are in a holding pattern as far as publishing options. During this period, you can proceed with the manuscript development process writing additional chapters so that the project does not lose momentum.
 
If the literary agent is successful in pitching the book to a publisher, you will be offered a publishing agreement which must be reviewed by an experienced attorney. This agreement may or may not provide for an advance against royalties and will contain other terms and provisions which will define the nature of your relationship with the publisher and how you will make money on the project. These contracts almost always contain derivative rights provisions and other details that we will want to pay very close attention to in the negotiation process.
 
Serving as a business advisor during the publishing process
 
If you have been offered a contract with a publishing company I can work with you in a business advisory capacity during the period of manuscript submission. When you contract with a publishing house you give up a certain amount of control over the manuscript, how the book will be published and marketed and what the final product will look like.