A book proposal is essentially a business case, usually for non-fiction titles: a document that will persuade agents and publishers to make an investment in your work. They need to know that your book is marketable, saleable, and worthy of publication. But what makes a good book proposal, and how does an author achieve that coveted publishing contract? Here, I offer my insight as to what makes a compelling proposal from a commissioning editor’s perspective. 

First, it’s worth noting that every publisher is different – they may only be looking for books in a particular subject area, or they may be aiming for a more niche market. Do your research ahead of submission to discover the best fit for you and your work. 

If you have a publisher or agent in mind, check their website for their submission guidelines, and if they have a proposal form, use it! Submitting a document that doesn't follow the guidelines can be an immediate red flag for some agents and editors. Publishers are busy and they review a lot of proposals. Sticking to their format makes it easier for them to assess your work and ascertain if you have provided all the necessary information. The proposal may also be shared with other departments, so it’s important things are kept tidy from the start. It is not an editor’s job to edit your proposal. If they have a suggested word count, stick to it; if they ask for three chapters, don’t send five. Submitting more work than you are asked for won’t give you a better chance of acceptance and can be very off-putting. 

Your book proposal should start with a strong overview of your book. This should be a clear and concise summary of what your book is about, what the USP is, and how it differs from the books already published. As this is a summary of your entire proposal, it is often helpful to write this last. 

You should then list some comparable and competitive titles (usually 5–10, or fewer if your subject area is niche). These should demonstrate that there is a market out there for your book. By drawing comparisons, you should be able to highlight how your book is unique. You don’t need to provide sales information for these titles, but try to choose titles that are relevant and have been received well e.g. have positive reviews or good media coverage. 

Next you need to outline your target audience: who is most likely to buy and read your book? Try to be specific here and avoid ambiguity; a clearly defined market can lead to targeted sales. You can draw from your comparable titles list, as well as looking at the media today – is there a particular trending TV show or podcast that resonates with your intended demographic, has there been recent news coverage of your subject? Include anything that would suggest your readers would care about buying your book. 

Including a marketing and promotion plan in your proposal is very important. Marketing is key to a title’s success. While most publishers will support you with marketing your book, they want to know what you can specifically do. You can discuss your existing platforms: your social media following, any previous speaking engagements, or publications, any key contacts you have that could boost your visibility. Give examples of how you intend to market your book e.g. conference attendance, blog posts, media appearances etc. Make sure you are realistic about what you can achieve without their support. Publishers and agents want to know that you already have an existing audience that is sure to support your publication. 

Your author bio should include your credentials and expertise – what makes you qualified to write this book? Why should readers want to listen to you? You may already be an award-winning author. You may have some previous writing experience, or you may be a first-time author, but you are a specialist in your field and have something new to bring. You in yourself are a marketing tool, so you need to convince your agent or publisher that you are a worthy investment. Discuss your online following, any previous media appearances, or professional achievements. 

Complete your proposal with a chapter outline. This should lay out the content and structure of your book. Summarise each chapter and what material it will cover. It should be clear from this that you are bringing something new to your market whether that be a perspective, approach, or idea.  

It is standard to include some sample chapters with your book proposal (usually 1–3), or if the publisher likes your proposal, they may request them. If your book is a memoir, or narrative form, you may want to use material from early in your book. Otherwise, you should choose the chapters that you feel are the best representation of your writing. This will give agents and editors the opportunity to assess your writing style and voice. Ensure you’ve read through and polished them thoroughly before sharing. 

Once you feel confident you have a solid proposal, you can send everything off to your preferred publisher or agent. Fingers crossed, you will be offered a contract to publish, though this isn’t always the case. It can be frustrating to have your proposal rejected with little to no feedback. I offer a book proposal critique service where I provide feedback on non-fiction book proposals ahead of submission to an agent or publisher. If you would like to discuss how I can support you with improving your book proposal, please get in touch at susannahbutler.edits@gmail.com.