Also Don’t: Author Pet Peeves

You have a book idea. You've likely been thinking about it for years. And you're finally ready to do something about it. Before you move forward, there’s one pet peeve that rules them all. 

Too many people seem to discount traditional publishing without actually exploring it. They open their metaphorical wallets, ready to pay lots of money to “service providers” who all but guarantee an Amazon bestseller. (In most cases, this algorithm-jacking lasts a day, maybe two.) What they don't realize is that if they want their book to be discovered by people who don't already know them, they need to keep their eyes—and their options—open.

Agents and publishers need books they can sell. Your job as an author is to give them one. And, if you are writing nonfiction, that means a compelling book proposal that states the case for you, your book, and its place in the world.

You don't need to be a celebrity or a household name to land a traditional book deal. You do need to put in the work. If you're a consultant, entrepreneur, speaker, executive, or subject matter expert with something valuable to share—and a platform to go with it—you’re exactly the kind of author a publisher wants to hear from. Decision-makers also look at your idea, its differentiation from similar books (aka comp titles), and potential market (audience). 

There are plenty of ways to stumble throughout the process. You want to give decision-makers every reason to say “yes” and no reasons to say “no.” 

Here are five author mistakes to avoid.

Don't Write the Whole Book Before Developing Your Proposal

This is the other big one. Many aspiring nonfiction authors assume they need to finish the manuscript before approaching an agent or publisher. That's generally not how it works.

For most nonfiction books, you develop the proposal first. The proposal lays out the 5 Cs: Concept, Context (comparable titles and audience), Credibility, Community (platform and promotions), and Content (Table of Contents, detailed outline, and sample chapters). It gives agents and publishers the information they need to evaluate the book and its potential.

Memoir is slightly different. You'll submit a proposal with sample chapters, but you should have the complete manuscript ready if an agent or publisher requests it. Where there’s room for development in most prescriptive nonfiction book scenarios, Memoir, similar to fiction, is unlikely to change.

Do this instead: Develop your book proposal before writing the entire manuscript. Think of it as the blueprint for—or promise of—the book. It gives you a chance to work through the concept, positioning, and structure before you get too in the weeds.

Don't Put "Book Coming Soon" on Your Website

I see this all the time. People get excited that they are working on a book—good for them. But, unless you have a publishing deal—or are self- or hybrid-publishing—announcing that your book is coming soon can create the wrong impression.

An agent or publisher who visits your website might assume you've already secured a deal or that you're independently producing the book. Neither may be true. And if you're still pursuing traditional publishing, you don't want to create confusion about where things stand.

Do this instead: Refer to it as a project you're developing. “Ask me about my latest project?” is way better than “Book coming soon,” if it isn’t. To build interest, invite people to sign up for your newsletter, so they can get updates. This way you create anticipation without sending the wrong message to a potential agent or publisher.

Don't Design Your Book Cover

You've got the title. You've got the idea. Maybe you've even found the perfect image. So why not design the cover?

Because that's generally the publisher's job.

Book cover design is part of the publishing and production process. The publisher has a team that understands the marketplace, the book's category, current design trends, and what will help the book stand out. Authors may have input and can share ideas, but the publisher typically leads the process.

Including a finished cover in your book proposal—or worse, on your website (see above)—can send the message that you've already made decisions that belong much later in the process.

Do this instead: Use the image you love on the splash page (right after the title page) in your book proposal. Just remove the title and byline, so it’s a picture not a cover. And, yes, you can keep your aspirational cover in your office, on your vision board, whatever. Just keep that one private until your publisher asks for feedback.

Don't Pitch Before Your Proposal Is Ready

Networking is important. Attending conferences, participating in pitch events, and talking about your book idea can all help move your project forward. But there's a difference between making a connection and being ready to pitch.

If an agent or editor expresses interest and asks to see your proposal, and you haven't developed it yet, you will not be able to take advantage of the opportunity. You don't want to be scrambling to put something shoddy together after someone has asked to see it.

Do this instead: Work on your proposal, your author platform, and your visibility at the same time. Attend events, connect with people in your field, and look for opportunities (interviews, speaking) to share your expertise. 

If you do participate in a pitch event before your proposal is ready, and an agent or publisher shows interest, give them a realistic timeline of when they can expect to receive the proposal. 

Don't Query Every Single Agent and Publisher

More is not always better. Sending the same query to every agent you can find is not a publishing strategy.

Agents have different interests, specialties, and client lists. Publishers and imprints have their own acquisition priorities, too. (And even within a publishing house, an imprint may look for different things.) Some publishers accept submissions directly from authors; others (especially the larger ones) only work through agents. 

A poorly targeted query wastes your time and the recipient's. It also means you may use up an opportunity with someone who could have been a good fit if you'd taken the time to understand what they represent.

Do this instead: Do your homework. Look at the books an agent represents, research publishers and imprints that publish books in your category, and read submission guidelines carefully. Make a targeted list of people who might actually be interested in your project. A thoughtful query to the right agent is worth more than a hundred generic emails.

One More Thing

A nonfiction book proposal isn't paperwork you have to get through before the real work begins. It's an important part of developing your book. You wouldn’t spend years writing a novel and then 30 minutes on the query letter, would you?

The book proposal development process forces you to get clear about your book’s concept, its differentiator, and its place in the market. It helps you lean into being a thought leader on the topic and encourages you to develop your website, newsletter, and social media, while also pursuing speaking and traditional media opportunities. It's a chance to think strategically about your book - what it looks like and the info it contains - before you start writing it. 

That work will serve you well, when pitching an agent, talking with an editor, working with a publisher, and eventually writing your book.

Whether you are ready to dive into writing a new book proposal or need to review a completed one, take a look at my Book Proposal Pet Peeves. Discover what red flags to avoid in the proposal itself, so you give yourself and your book every possible advantage.

Join Debra's upcoming Symposium on Wednesday, November 18th, Goal-Setting and Goal-Getting for Writers! All registrants receive a recording of the live event.

*Featured image by Cristina Conti (Adobe)