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Some Book Proposal Insights

by W. Terry Whalin Copyright Notice

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Some Book Proposal Insights www.BookProposalsThatSell.com 2 Table of Contents Copyright Notice...... 2 1 Introduction...... 4 2 Make a Lasting First Impression...... 7 3 No More Secret Books...... 9 4 Do You Know Your Competition?...... 11 5 True Confessions...... 13 6 When You Pitch Young Adult (YA)...... 15 7 Set Realistic Goals for Proposals and Pitches...... 17 8 Keys to Pitch with a Niche Audience...... 19 9 Overcome Your Proposal Fears...... 21 10 Novelists Need Proposals...... 23 About W. Terry Whalin...... 25 Terry Recommends...... 27

Some Book Proposal Insights www.BookProposalsThatSell.com 3 1 Introduction

Since the beginning of The Southern Writer magazine, I've been writing for this publication. My relationship with this terrific magazine began in 2011. The magazine is published six times a year. In August 2012, my first Book Proposal Boot Camp appeared and I've been writing about book proposals in this publication ever since.

To introduce Some Book Proposal Essentials, I'm including my first article for The Southern Writer magazine. At the time I lived in Scottsdale, Arizona and felt I needed readers to understand why someone who lived in the desert was connected to the South.

From the window of my office, I can see an imposing plant with prickly majestic arms. You will never find one of these plants in the south because it is a Saguaro Cactus. I live in the Sonoran Desert where these plants surround me each day. It’s a far cry from the Appalachian hills of the small Kentucky town of Raceland where I spent the first 12 years of my life.

Most of my summers were spent in Frankfort, Kentucky at my Granny’s home which was down the street from the capitol. I spent hours in the local

Some Book Proposal Insights www.BookProposalsThatSell.com 4 public library and went through stacks of books including many biographies.

That love of other people stories is one of the key reasons I’ve written a number of biographies in my own publishing.

Through the years, I’ve lived in many places outside of the South. I’ve learned you can reside in different locations yet part of the South always lives with me. Those formulative years affect many aspects of my manners and even how I treat and respect other people. You can take me away from the

South yet you can’t remove the South from my heart or experiences.

For the last several years I’ve been an acquisitions editor at a New York publisher. Each day I’m interacting with authors to help them accomplish their dreams for their writing and publishing lives. Whether at a conference or on the phone or over email, many of these writers are missing a key opportunity to publish their writing. They are focused on a published book instead of the opportunity for their personal experiences to be published in printed magazines. Millions of people read magazines where the number of people who read your book will usually be limited to a few thousand.

I applaud your desire to get a book into print and if I can help you, let me know. My work email is in one of the final pages of this Ebook. Your personal experiences can have a broad impact in print publications. Learn to write a one-page query pitch letter. Pitch your ideas to editors, and get an assignment. Then meet their deadline and word count with excellent material.

Some Book Proposal Insights www.BookProposalsThatSell.com 5 The shorter form of writing will open a new world of opportunity for your words. You can do both books and magazine writing. A multitude of editors and publications are actively looking for excellent personal experience stories.

Each of us have unique stories which only you can craft. Take action and get your work out into this market. It will open a new world for your writing.

[Editor's Note: Each of the following chapters were written originally as stand-alone magazine articles. I've gathered the individual articles into this

Ebook and made a few minor adjustments. If you find repetition in places, please give me a little grace and realize where the original article came from and that the repetition must be important.]

Some Book Proposal Insights www.BookProposalsThatSell.com 6 2 Make a Lasting First Impression

In the rush to show a literary agent or editor your idea, many writers forget a simple yet important truth: You only get one chance to make a good first impression. As an editor and former literary agent, I’ve read thousands of written proposals and pitches. For over 20 years, I’ve taught at writer’s conferences and had short 15 minute sessions with writers who show their ideas.

Let’s begin with some good news. I’ve been with some of the top publishers and literary agencies in New York City. Without exception, every single agent and editor is actively reading and speaking with writers. They are searching for the next bestseller. Whether you write a novel or nonfiction, every writer needs a book proposal or pitch. Why? Imagine receiving over 100 pitches a day (not uncommon for a well-connected literary agent). The title and first few sentences are critical to catch their enthusiasm.

There are a number of keys to create a great proposal.

1. Create a memorable book title. Many writers are worried that someone else will take their title. Instead you need to try it out on others and test it and make sure it pulls in your reader.

2. Read & re-read your opening paragraphs. Have a trusted writer friend read it and give feedback. If an oral pitch, then practice it. You’d be surprised at the difference it will make.

Some Book Proposal Insights www.BookProposalsThatSell.com 7 3. Write to a well-defined target audience. No book is for everyone.

4. Detail your competition. Every book competes in the marketplace—no matter what you believe about the uniqueness of your idea. You need to include four or five specific competitive titles to your book.

5. Present a realistic marketing plan of what you will do to partner with the publisher to sell books into the market. Your plans need to be practical and clearly defined.

You are unique and have something special to give to the marketplace with your writing. What type of first impression will you make today?

A couple of resources to learn more:

1. My online Write A Book Proposal course (www.WriteABookProposal.com) I have step-by-step teaching how to make your best impression.

2. Book Proposals That Sell, 21 Secrets To Speed Your Success which I wrote as a frustrated acquisitions editor and has 130 Five Star Amazon reviews.

Follow the link at the bottom of every page of this Ebook.

Some Book Proposal Insights www.BookProposalsThatSell.com 8 3 No More Secret Books

“What’s your book about?” I asked an author recently.

“Its historical fiction and going to be really big, but I won’t tell you the title. It’s a secret,” she whispered. I shrugged and exchanged cards with her. I walked away knowing it would be a challenge for this author to find an agent or editor with her “secret” idea.

Many unpublished authors believe they need to guard their book idea or title because they don’t want anyone else to steal it. In my 20+ years in publishing, I’ve never seen an idea stolen. I have seen authors on opposite sides of the country submit exactly the same title and almost the same idea.

King Solomon had it right when he said, “There is nothing new under the sun.” (Ecc. 1:9)

What this author needs to do is create a “tested” pitch and a “tested” idea. One of the critical ingredients for every book proposal (fiction or nonfiction) is to create a targeted and riveting title. While the publisher can always change your title, my experience is a terrific title will be printed on the final book. Here’s some general guidelines:

1. Make your title three to five words. If it is much longer, it will not fit on the spne of the book, which is all that is seen on a book shelf.

Some Book Proposal Insights www.BookProposalsThatSell.com 9 2. Create a subtitle with a clear benefit for the reader. What will your reader gain from your book?

3. Check out your title with friends and colleagues to get input before you include it in your proposal. Create a free survey at Survey Monkey: http://www.surveymonkey.com/ Also in your proposal to the literary agent or editor, you should include several alternative book titles.

Every book proposal needs to have a clear specific audience. Yes, we want “everyone” to read our books but the more you understand your primary target audience and secondary target audience, it will increase the attractiveness of your proposal.

Let’s not have secret titles or pitches. Instead make sure your idea is targeted with a must-have title which will draw the agents and editors like bees are attracted to honey.

Some Book Proposal Insights www.BookProposalsThatSell.com 10 4 Do You Know Your Competition?

Many writers overlook a critical section in their book proposals: the competition section.

After reading thousands of book proposals and manuscripts from authors, I’ve often read a statement like: “There is no competition for this book. It is a unique idea.”

Many authors wrongly believe such a statement completes their work on this important section. The Appendices section of my Book Proposals That Sell includes an example of one of my proposals which received a six figure advance. In my proposal, I also used a similar statement touting the unique idea in the competition section. In the many years since I wrote this book, I’ve learned every book will compete in the marketplace. It is naïve to assume your book is unique.

The writer is responsible to include the competitive titles in your proposal. While agents and editors specialize in different areas of the book market, we can’t know everything about every book—but we are certain your book is not unique and will have competition.

Here’s some tips on how to handle this important part of a book proposal or pitch:

Some Book Proposal Insights www.BookProposalsThatSell.com 11 1. Go to the bookstore and imagine your book as a completed project.

Which section will have your book? Go to that area and look at the top books.

Visualize your book completed and on the shelf. Make note of these bestselling titles because they are your competition.

2. In your proposal, make a record of these competitive titles including the complete title, author, publisher, and publication date. Use the Internet to research and locate any sales information about these books.

3. Summarize the contents of the competitive title in a sentence or two, and then explain how your book is distinct from that title. Maybe your book will go deeper or in a different direction.

Finally outside of your work on the proposal, I encourage you to reach out to these “competitors.” Instead of seeing them as competitors (i.e. enemies), consider them colleagues. Ask if you can help them such as review their books or write magazine articles about them. If you have built these relationships, there will come a time when they will return the favor but only if you have built such goodwill bridges.

Your proposal can stand out from the others under consideration because you understand your competition and don’t contend your idea is unique.

Some Book Proposal Insights www.BookProposalsThatSell.com 12 5 True Confessions

I almost hate to confess this truth. In fact, many writers will be stunned with this detail that I learned years ago as an editor or literary agent: the crucial decision about whether to read or reject a submission happens in seconds.

Because I’ve written books and book proposals, I understand the care and attention that writers pour into a proposal or a particular pitch to an editor. It seems unfair that someone can make a snap judgment. The Will

Rogers saying applies to submissions, “You never get a second chance to make a good first impression.” The operative word in the last sentence is good.

It’s easy to make a negative impression. I’ve seen so many “unusual” submissions. Years ago I began keeping some of the worst in a file folder. I have several pages of a handwritten novel which arrived in a large box and was over 400 pages in pencil. I read a few pages and like many first-time novelists, it was poorly done. I copied a few pages (so I could prove it was true), created a rejection letter and return to the post office. I did not want to be responsible for a handwritten manuscript.

Here are some simple insights to make the right impression:

1. Submit to a real person. Don’t use the impersonal Dear Sir or Dear

Some Book Proposal Insights www.BookProposalsThatSell.com 13 Literary Agent or Dear Editor. Also when you use a name, make sure you use the right name of someone still working at the publisher or agency.

2. If you are simultaneously submitting, make sure you say so—and that you make sure your query or proposal is perfect. For example, don’t say to an editor that you are looking for representation (what you would say to an agent). It casts doubt on your submission.

3. Begin with something fascinating and not “I’ve written a novel” “Or I’m sending you my nonfiction book.” Delete words which state the obvious and hook the reader.

4. Research the publisher or agent before you fire your submission. Make sure there is a good match and it will help you receive a better reading.

5. After a proper period of time, if you don’t receive a response, send a short, kind follow-up and see if they received it.

While publishing professionals face stacks of submissions, every literary agent and editor I know (including myself) is actively looking for the next bestseller. It’s like panning for gold. Will you have the golden submission?

Some Book Proposal Insights www.BookProposalsThatSell.com 14 6 When You Pitch Young Adult (YA)

A growing segment in book publishing is the YA market and key is the word “adult.” A recent Bowker study of Young Adult Book sales “found 55% of the buyers of YA are 18 years or older. The largest age segment (ages 30-44) which accounted for 28% of sales, said they were purchasing the titles for themselves 78% of the time,” according to a September 14th, 2012 Shelf Awareness article. [BTW, if you are not subscribed to Shelf Awareness, it is a free publication which goes primarily to readers and librarians. I'm including the link and highly recommend it.

There are many different genres within the YA category such as paranormal fantasies or science fiction or vampire or romance or ______.

When you propose YA (or any novel), here’s some specific tips to help you find more acceptance and less rejection in those pitches. Some of my agent friends receive several hundred email pitches a day and you want to stand out from the pack.

The first key is to read enough in this area to understand the different types of genres and possibilities. I’m always amazed when I ask a writer if they read in that genre—and they say, “No, but I love to write YA.” This type of response reveals the writer’s inexperience and also that you are not clued into the needs of your potential readers. You can overcome it with an obvious depth of reading in the area where you are writing.

Some Book Proposal Insights www.BookProposalsThatSell.com 15 The second key is to select the right literary agent. Or if you are without an agent, you need to send it to the right editor. Agents specialize in different areas of the market. I have a free list of over 400 literary agents with their names, emails, addresses, phone numbers and websites. Use this list for research to find the right agent for your project and get it at: http://terrylinks.com/agents.

Next get feedback on your pitch or proposal before you send it. I encourage authors to join a critique group where they meet face to face or online to get impartial feedback from other writers. These groups will give you the writer’s edge with your submissions so they are more on target.

As a final step, right before you hit “send” or drop your proposal into the mail, I encourage you to read it aloud. The ear is less forgiving than the eye.

Email makes it easy to send material before it is ready. Don’t make this mistake with your submissions.

Some writers are perfectionists and never submit their materials. Others submit before it is ready. Your writing will never succeed until you get it into the market. Wind up your pitch to the right editor or agent.

Some Book Proposal Insights www.BookProposalsThatSell.com 16 7 Set Realistic Goals for Proposals and Pitches

I love the New Year because it gives me a chance to reflect on the accomplishments of the last 12 months and set realistic goals for the year ahead. If you aim at nothing, you will be certain to hit it. Let’s examine goals and plans for your pitches and proposals. [Editor's Note: I wrote this chapter to appear in a January issue but the advice is timeless no matter what time of year you are reading this section.]

About fifteen years ago, I interviewed a bestselling author who mentioned during any given period he was holding about ten book contracts.

As a full-time freelancer, I determined ten books was too ambitious for me but

I could shoot to hold five book contracts at one time—and for several years, I achieved this goal.

Today I work as an acquisitions editor helping others reach their book goals. Here are some tips to New Year’s goals for proposals and pitches:

1. Look back over the past year. What has prevented you from writing or getting your books accepted? How can you work around those roadblocks?

Are you pitching consistently to new markets? Are you following through and taking action on the opportunities where agents or editors have asked for your materials? You’d be shocked at the number of writers who never submit their requested manuscript.

2. Set realistic plans for the months ahead. Are you stuck in a rut with a

Some Book Proposal Insights www.BookProposalsThatSell.com 17 particular type of writing? Experiment with a new genre or type of writing.

Learn the insider secrets from experienced writers as you take an online course or read a how-to-write book. Possibly you need to expand your personal relationships with editors and literary agents. Plan to attend a writer’s conference and meet those publishing professionals. Do you need to ask for an honest critique to discover why your writing isn’t getting accepted?

I loved one of my ideas yet as I pitched it was repeatedly rejected. As the form rejections piled up, my frustration grew. Why couldn’t I publish this idea? At a conference, I asked a long-term editor for his insights. Like removing blinders from a horse, his straight-forward critique opened my eyes why my pitch was rejected. Do you have something that you’ve pitched or proposed repeatedly which hasn’t found acceptance? Find a professional to give you the honest truth.

This year can be a productive one in your writing life—if you create realistic plans for your pitches and proposals.

Some Book Proposal Insights www.BookProposalsThatSell.com 18 8 Keys to Pitch with a Niche Audience

I love the diversity of the book world. While I enjoy a good thriller or mystery, you may love science fiction or fantasy. One of my friends has ghostwritten more than two dozen action/ adventure novels under the “Don

Pendleton” pseudonym. These books have sold millions of copies in dozens of languages worldwide. I speculate many of you have never heard of these books which are sold in mass market places like K-Mart.

Romance continues to dominate genre fiction but there are many popular genres which have a large group of fans. Similar sort of niche audiences are in the nonfiction market.

If you are writing for a limited audience, here are some keys to capture the literary agent’s or editor’s attention.

1. Gather statistics about the audience and include them in your pitch.

How large is the group of readers? Get this data online but also tap your local reference librarian for help to be convincing with your facts.

2. Reach this market. Tell how you are reaching (or will reach) this audience.

Are you active on a large online forum for these readers? Do you have an active blog targeting this market? Are you using Twitter and Facebook to show you are an expert in this niche? If you aren’t using these tools, then get started and begin to show your expertise, and then tout your experience in

Some Book Proposal Insights www.BookProposalsThatSell.com 19 your proposal or pitch to the publishing professional. It will capture their attention.

3. Pitch to the right editor or agent. You will need to find your publishing champion for your project because not everyone will be interested in your niche. Read the acknowledgment page where authors in your category thank their editor or agent. Then search online for a website or email to contact that professional. Each week these agents and editors receive many proposals.

Make sure you are submitting to the right person.

4. Persist to locate your champion. It can take many rejections to locate the right champion for your niche idea. Trust that person is out there. As James

Scott Bell writes in The Art of War for Writers (Writer’s Digest Books), “Zane

Grey, who became one of the best-selling authors in history, got this from an editor rejecting one of his early novels, ‘I do not see anything in this to convince me you can write either narrative or fiction.” If James Scott Bell got rejected and continued forward and became a bestselling novelist, you will be rejected and need to press ahead.

As my real estate agent told me when I sold my home several years ago,

“It only takes one buyer.” What actions are you taking today to get your pitch to the right person?

Some Book Proposal Insights www.BookProposalsThatSell.com 20 9 Overcome Your Proposal Fears

It may surprise you but some authors are scared of book proposals. As an acquisitions editor, I’m always reading proposals yet from interaction with writers, I also understand these emotions. Let’s tackle some of these fears head on and look for solutions.

1. Understand every author has fears. It is rarely discussed in the how-to write books, every time I begin a book or a book proposal, I face the questions. Will I be able to do it? Will I manage to complete it? Will I find a publisher? Years ago, a bestselling author confided to me that each time he started to write a new book, he had doubts and fears. The difference between the published author and those who want to be published is simple: the published author forged ahead despite the questions.

2. Overcome your concerns about rejection. Some of the fears connect to rejection. Bestselling novelist James Scott Bell says, “Rejection of your manuscript is not a rejection of you as a person, or as a writer. It is only a rejection of a piece of writing you have turned out.” It is not personal but business so get over it.

3. Break Your Proposal into small pieces. The task of writing a proposal can be overwhelming but tackle it one page and one paragraph at a time.

Persistent action will rule the day and you will complete your proposal. Look

Some Book Proposal Insights www.BookProposalsThatSell.com 21 at the different parts of a proposal, and then steadily write those different sections.

4. Submit your proposal when it is finished. Many writers are never finished with their proposal and sample chapters. In their mind, the work is never good enough. Don’t be a perfectionist who never submits their work.

Get your proposal into the market. The material in your computer or file drawer will never touch anyone or help anyone, you have to send your work to the editors or agents.

If you have fears about proposals, you are in good company. Take action

—and then let me know how it goes. I’m expecting to hear about your success or if not, I’d like to know how I can help you.

Some Book Proposal Insights www.BookProposalsThatSell.com 22 10 Novelists Need Proposals

One of the great misconceptions in the publishing community is novelists do not need to write book proposals. For three years I acquired only fiction for a major New York house. Now I acquire both fiction and nonfiction.

I understand the storytelling skills for a novelist is central. To prevent rejection, the writing must be riveting from the opening sentence. Storytelling is not easy but it’s something that a skilled editor can easily spot.

Industry experts have said a million proposals, manuscripts and queries are in circulation at any given time period. For a moment, pretend you are an acquisitions editor looking for the best material to bring to your publication board. You have a limited number of projects to present at the next meeting and you’ve found some great stories. You are naturally going to gravitate toward the writer who not only has a powerful story yet also has a complete book proposal. That proposal includes information which never appears in the manuscript yet is critical for the voting members to make a decision about offering you a contract.

Every writer needs to learn the proposal creation skill—whether they are writing a novel or a nonfiction book. Some writers assume they can avoid the research and some of the skills that a nonfiction writer needs to possess by writing fiction. They believe since the story comes from their imagination that it is easier to write. It’s simply not true. As someone who has read tons of poorly crafted fiction, I know firsthand that writers need to learn the storytelling craft. You will have to create an excellent manuscript to write fiction yet you also need a book proposal with your manuscript.

Some Book Proposal Insights www.BookProposalsThatSell.com 23 Invest in learning the skill of creating a book proposal. Novelists need to understand the competition to their idea. They need to write a practical marketing plan for their book and learn how to tout the value they bring to the book beyond their storytelling skills. A well-crafted proposal could make the difference whether your next pitch is accepted or rejected.

Some Book Proposal Insights www.BookProposalsThatSell.com 24 About W. Terry Whalin

W. Terry Whalin understands both sides of the editorial desk—as an editor and a writer. He worked as an editor for Decision and In Other Words. His magazine articles have appeared in more than 50 publications including Writer’s Digest, The Writer and Christianity Today. He is the creator and webmaster for Right-Writing.com.

Terry has written more than 60 nonfiction books. Get Terry’s newest book, 10 Publishing Myths for only $10, free shipping and bonuses worth over $200. A recent title is Jumpstart Your Publishing Dreams, Insider Secrets To Skyrocket Your Success (Morgan James Publishing). This book includes over $84 of free Ebooks through the link on page 206. Pick up your free sample (at this link). Another recent book is Billy Graham, A Biography of America's Greatest Evangelist (Morgan James Publishing). For more than 12 years Terry was an ECPA Gold Medallion judge in the fiction category. He has written extensively about Christian fiction and reviewed numerous fiction books in publications such as Faithful Reader.com and BookPage. For over five years, Terry

Some Book Proposal Insights www.BookProposalsThatSell.com 25 was an acquisitions editor in the book divisions of David C. Cook and Howard Books. Also he is a former literary agent at the Whalin Literary Agency (now closed).

Terry is an acquisitions editor at Morgan James Publishing. If you have a book that needs to get published, contact Terry and he can help you.

Terry’s personal website is located at: www.terrywhalin.com. On a regular basis, he writes about issues and insights about publishing called The Writing Life which includes over 1,500 searchable entries. Terry and his wife, Christine, live in Colorado. His permanent email address is: [email protected].

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