Book Proposal Structure: What Publishers Expect
Table of Contents
The Standard Book Proposal Structure (Order and Purpose)
Editors skim in a fixed order. Give them a clean road through your pitch. Use this sequence, keep each section tight, and show proof at every turn.
Overview and Hook
Purpose: win attention fast and frame the sale.
- Length: 1 to 2 pages.
- Answer three questions. Why this book. Why you. Why now.
- Include one positioning line.
Positioning formula:
For [specific reader] facing [clear problem], [Book Title] offers [distinct solution], unlike [named comps] which focus on [narrow angle] or [different audience].
Example:
For first-time engineering managers drowning in meetings, The First 90 Days of Tech Leadership gives a 12-week playbook with scripts, metrics, and team rituals, unlike classic management guides aimed at general business readers.
Open with a quick scene, a stat with a source, or a sharp question. Then state the promise in one sentence. Keep buzzwords out.
Target Audience
Purpose: show buyers exist and know where to find them.
- Define primary readers in one sentence with age range, role, and context.
- Name secondary readers and why they care.
- Include use cases, such as onboarding, career change, or team training.
- Estimate market size with sources.
Example:
Primary: new managers in North American tech firms, ages 25 to 40, first leadership role, 1 to 3 years experience. Secondary: HR leaders seeking scalable training for new managers. Use cases: promotion kits, team workshops, manager roundtables. Market size: 380,000 engineering managers in the U.S., Bureau of Labor Statistics, plus 120,000 annual promotions, LinkedIn Workforce Report.
Market Analysis and Comparative Titles
Purpose: prove demand and show difference without dismissing strong books.
- Pick 4 to 6 comps from the last 3 to 5 years.
- For each, list title, author, publisher, year, quick take on strengths, one gap your book fills, and sales signal if available.
Example entry:
- The Making of a Manager, Julie Zhuo, Random House, 2019. Strengths: warm voice, broad fundamentals. Gap: limited scripts for tech-specific situations. Amazon rank history in Business Management top 200, sustained.
Close with one paragraph on your angle. Use specifics. Scope, audience, structure, features. No vague claims.
Author Platform and Credentials
Purpose: reduce risk. Show reach, trust, and access.
Lead with top credentials linked to the topic. Then numbers.
- Newsletter: 18,400 subscribers, 42 percent average open rate, weekly cadence.
- LinkedIn: 32,000 followers, average 1,100 reactions per post on management content.
- Speaking: 28 paid talks in the last 12 months, audiences from 150 to 1,200, five Fortune 500 clients.
- Media: quoted in CNBC, Fast Company, Harvard Business Review online.
- Endorsements: provisional blurbs from X, Y, Z, subject to manuscript review.
- Communities: mentor in Reforge and Plato networks, access to 50,000 members for research and events.
If gaps exist, name them and give a plan. For example, quarterly webinar series, podcast tour, strategic co-marketing with two associations.
Marketing and Publicity Plan
Purpose: show a credible path to sales.
Organize by channel with timelines and numbers.
Pre-launch, 3 to 6 months out:
- Newsletter interest survey and cover reveal. Goal, 1,500 clicks, 600 responses.
- Create a lead magnet, sample chapter PDF with worksheet. Goal, 5,000 downloads.
Launch window, month 0:
- Podcast tour, 25 targeted shows, average 20,000 downloads per episode. Media list attached with contacts and pitch angles.
- LinkedIn series, 10 posts with quotes, charts, and a short video. Goal, 300,000 total impressions.
- Partner emails, three associations, expected reach 180,000 via two sends each.
Months 1 to 3:
- Speaking, 10 virtual events and 6 on-site, book-in-ticket or bulk order minimums.
- Earned media, three op-eds tied to calendar hooks, such as performance review season.
Include budget lines you own. Ad spend, design, travel. Assign owners and dates.
Book Details
Purpose: set expectations for product and schedule.
- Working title and subtitle.
- Anticipated word count, for example 65,000 words.
- Format, hardcover and audio first, ebook concurrent.
- Special features, figures, checklists, 10 to 12 charts, no photo permissions needed.
- Delivery timeline, full manuscript in 6 months from contract, including two rounds of expert review.
Chapter Outline, Annotated Table of Contents
Purpose: show logic and momentum, plus outcomes for readers.
Provide 1 to 2 paragraphs per chapter. State purpose, key ideas, evidence types, and takeaways.
Example entry:
Chapter 3, One-on-One Meetings That Build Trust, 4,800 words. Purpose, turn weekly meetings into a performance engine. Covers a simple agenda, question bank, and a note system. Evidence from two internal studies at mid-size SaaS firms and three manager interviews. Readers leave with scripts for tough moments, a template, and a 20-minute cadence.
End the section with total chapters, expected length per chapter, and notes on features by chapter.
Sample Chapters
Purpose: prove the voice and the promise match.
Include the introduction plus one representative chapter. Total 5,000 to 10,000 words. Polish to near-publication quality.
Quality bar checklist:
- Hook in the first 150 words.
- One clear thesis sentence early.
- Evidence with named sources, endnotes if needed.
- Smooth subheads and clean transitions.
- Concrete examples with names and results.
- Smith_TimeManagement_Proposal_v1.docx
- Garcia_ModernParenting_Proposal_v2.docx
- Book Proposal FINAL.docx
- My Proposal - PLEASE READ.docx
- untitled document (1).docx
- Newsletter: 15,000 subscribers, 38% open rate
- LinkedIn: 8,500 followers, 400 average likes on management content
- Speaking: 22 events last year, including three Fortune 500 companies
- "My newsletter reaches 12,000 marketing professionals [link to recent issue]"
- "Recent speaking engagement at Content Marketing World [link to video excerpt]"
- "Comparative title: Atomic Habits by James Clear [link to Amazon page]"
- "All interviews completed with signed releases on file"
- "Photography budget estimated at $8,000 for 50 original images"
- "Permission pending for three corporate case studies, letters of intent attached"
- "No special permissions required, author owns all content"
- Inconsistent comp title formatting
- Wrong platform numbers between sections
- Missing or extra spaces around punctuation
- Inconsistent heading styles
- Bibliography entries without dates or publishers
- Smith_TimeManagement_Proposal_v1.docx (first complete draft)
- Smith_TimeManagement_Proposal_v2.docx (after feedback)
- Smith_TimeManagement_Proposal_v2.1.docx (minor corrections)
- Smith_TimeManagement_Proposal_AgentXYZ_v1.
What Editors and Acquisitions Teams Evaluate
Editors buy clarity. Sales needs a one-breath pitch. Give a single promise, proof of readers, and a plan to reach them. Then show pages that deliver.
Value Proposition
Lead with a sharp positioning statement. One breath, no hedging.
Formula to steal:
For [specific reader], this book delivers [clear outcome] through [method or lens], by [authority or access].Weak:
"This book explores productivity for everyone."Stronger:
"For first-time managers, a 90-day playbook that reduces churn and improves team results."Aim for a reader problem or a narrative drive. One sentence on the promise. One sentence on why you. One sentence on urgency.
Mini-exercise:
- Write three versions under 20 words.
- Read them aloud once each without gasping.
- Pick the one a sales rep could say on a noisy floor.
Audience Fit
Show buyers and how you reach them. Name the groups. Bring numbers tied to access.
Good signals:
- "Primary: frontline managers at mid-size SaaS firms. 150k in the U.S. Source: BLS."
- "They gather at SaaStr, SHRM, and Manager Tools. Newsletter sponsors confirm appetite for management content."
- "Reach plan: monthly webinar series with HRNow, average attendance 600. Discount codes tracked by partner."
Avoid "everyone" language. Editors need a defined lane and a path into rooms where those readers gather.
Competitive Landscape
Comps prove demand and help positioning. Choose 4 to 6 titles from the last three to five years. One line per comp on overlap and one line on differentiation.
Example entry:
- "The First 90 Days by Michael Watkins. Strong on transitions for executives. My book targets first-time managers and includes scripts for 1:1s and feedback."
Differentiation levers:
- Scope: narrower or broader with purpose.
- Voice: plain-language field guide vs academic tone.
- Structure: checklists at chapter ends, QR-linked tools.
- Features: original data, exercises, diagrams.
No swipes at comp authors. Respect shows maturity. Precision sells.
Author Platform
Numbers must be current, credible, and tied to behavior, not vanity. Show reach plus engagement.
Example snapshot:
- Email list: 22,400 subscribers. 41 percent average open rate over three months. Source: ConvertKit dashboard.
- LinkedIn: 18,900 followers. Management posts average 320 reactions, 45 comments.
- Speaking: 28 events last year. Average audience 350. Five events booked next quarter with purchase commitments for back-of-room sales.
- Media: Harvard Business Review online essay, 120k views. Two podcast features with audiences over 50k each.
Add access others lack. Corporate relationships. Association lists. Private communities. Endorsements promised with names, not "TBD."
Marketing Plan Quality
Plans win deals when numbers meet channels and owners. Think line items with reach estimates and responsible parties.
Sample plan slice:
- Email: three-sequence campaign to 22,400 subscribers. Goal, 1,500 preorders. Owner, author. Dates, weeks 4, 6, 8 prepub.
- Podcasts: target list of 20 shows. Average audience, 25k. Confirmed holds, 4. Owner, publicist.
- Partners: HRNow webinar series. Two events. Target 1,200 registrants total, 20 percent conversion to preorder through tracked link. Owner, partner marketing lead.
- Events: SaaStr session proposal submitted. If accepted, bulk buy of 500 copies by sponsor. LOI attached.
- Retail: Goodreads giveaway, 100 copies. Timeline, month before pub. Goal, 2,500 adds.
Promise less and deliver more. Inflated reach smells like wishful thinking.
Editorial Strength
Editors read the table of contents for logic and momentum. Each chapter should move a reader forward.
Test for flow:
- Problem named.
- Framework introduced.
- Skills taught in order.
- Case studies where needed.
- Tools and next steps at the end.
Title tune-up:
- Weak: "Communication."
- Stronger: "Run 1:1s that fix churn in 30 minutes."
Sample chapters must match the promise. Voice should be clear and accessible. Authority without puff. If the overview says "field-tested," show real scenes, dialogue, and data.
Commercial Practicalities
Word count and schedule matter. Production teams live in calendars and budgets.
Offer a realistic range:
- Prescriptive nonfiction: 60k to 80k words.
- Narrative nonfiction: 80k to 100k words.
Schedule example:
- Research complete for 70 percent of case studies.
- First draft delivery in six months, one chapter every three weeks.
- Buffer month for revisions before handoff.
Special elements need math. Photos, charts, recipes, sidebars. Note counts, sources, and rights. If photos require a budget, include an estimate and a plan to secure permissions.
Risk Flags
Editors watch for patterns that sink projects. Fix them before sending.
Common flags and fixes:
- Vague audience. Replace with a narrow segment and proof of buyers.
- Weak comps. Swap in recent titles, explain overlap and difference in two lines.
- Inflated platform claims. Bring screenshots and averages across months, not one viral spike.
- Generic marketing promises. Assign owners, dates, and goals.
- Bloated or meandering TOC. Cut or merge chapters. Add outcomes to each entry.
- Samples mismatch the pitch. Align tone and content or revise the overview.
Genre and Category Variations
Different categories ask for different proof. Shape your proposal to match the lane you are in.
Prescriptive Nonfiction
Outcome first. Show a reader problem, then a repeatable method.
What to include:
- A named framework with steps or phases.
- Case studies with results and dates.
- Tools, worksheets, or checklists. Note file formats and access plans.
- Author credibility tied to the method. Roles, years, and outcomes.
Comps should be recent and practical. Flag where your method differs, such as scope, audience, or tools.
Marketing expectations are higher here. Bring:
- Email list size and engagement.
- Speaking pipeline with likely bulk buys.
- Corporate or association partners with access to target readers.
Sample material should teach. Give the introduction and one chapter that walks through a step, end to end.
Quick exercise:
- Write three reader outcomes in plain numbers. Example, “Reduce onboarding time by 30 percent in 90 days.” Pick the one you can back with proof in an appendix.
Narrative Nonfiction and Memoir
Voice and arc carry the pitch. Show why a reader will stay with the story.
What to include:
- A one-page narrative overview with a clear arc. Beginning, middle, and end.
- Scene access. Locations, documents, interview access, and gaps.
- Timeline and stakes. What changes for the narrator or world.
Comps should be narrative, recent, and in your subgenre. Explain kinship in one line and difference in one line.
Include more sample pages. Often two chapters. Choose a kinetic opening and a chapter that shows depth.
Marketing still matters. Focus on:
- Media angles rooted in the story’s themes.
- Speaking or festivals that fit the subject.
- Expert sources who will blurb or amplify.
Legal and permissions notes belong here if sensitive material appears. Show a plan.
Mini-check:
- Write your logline in 15 words. Read it aloud. If it feels like plot and stakes, you are close.
Academic and Professional
Editors look for adoption potential and authority.
What to include:
- Course alignment. List target courses, levels, and typical enrollment.
- Pedagogy. Learning outcomes, chapter objectives, problem sets, quizzes, slide deck plans.
- Competing textbooks. Price points, editions, gaps you fill.
- Peer review status or advisors, with names and affiliations.
Marketing leans institutional:
- Conference presence, workshops, and desk copy strategy.
- Endorsements from department chairs or industry leaders.
- Distribution notes for academic channels.
Samples should show pedagogy in context. Include one full chapter with objectives, figures, and end-of-chapter materials. Note any datasets or figures that require rights.
Production notes matter. Tables, charts, and formula display add cost. Flag counts and sources.
Illustrated and Cookbooks
Proof of look, taste, and process wins here.
What to include:
- Sample spreads. Design, typography, and photo direction.
- Photography plan. Shooter, stylist, locations, props, schedule, and fees.
- Testing methodology. Number of tests per recipe, testers, equipment assumptions.
- Measurement and style standards. Weights and volumes, timing, yield, pantry lists.
Comps should share format and audience. Note trim size, page count, and photo count where known.
Marketing:
- Platform with visual reach. Site traffic, newsletter, and social engagement.
- Retail and brand partners. Stores, meal kit collabs, or classes that move copies.
- Events and demos with book-signing potential.
Budget signals help. Photo count estimate, illustration needs, and rights status for any third-party images.
Sample recipe checklist:
- Title, headnote with promise, ingredient list in order, method steps with timing, storage notes, and photo callouts.
Anthologies and Edited Collections
The project is the roster, the theme, and the editorial plan.
What to include:
- Contributor list with bios and links. Mark confirmed names.
- Diversity of voices and perspectives. Show range with intention.
- Agreements. Terms offered, payment, and delivery expectations.
- Editorial process. Briefing packets, deadlines, copyedit plan, and approvals.
Comps should be multi-author works in the same vein. Explain why this lineup offers new access or authority.
Marketing relies on network effects:
- Contributor reach totals and coordinated posting schedule.
- Anchor partners. Conferences, nonprofits, or media partners aligned with the theme.
- Foreword or introduction by a high-visibility figure, if secured.
Permissions and rights live here. Confirm original work vs reprints. Note reprint permissions in progress.
Include one or two finished pieces and the general introduction to set tone and theme.
Children’s and YA Nonfiction
Age band drives everything. Voice, scope, and visual load must fit the reader.
What to include:
- Exact age range and reading level. Note word count targets.
- Curriculum links. Standards, subjects, and classroom use-cases.
- Visual plan. Photo or illustration count, style, and captions.
- Back matter. Glossary, timeline, source notes, index, activities.
Some publishers expect a full manuscript. Others accept a full proposal with sample spreads. Check guidelines.
Comps should match age band and category. Librarians and educators look for familiar anchors.
Marketing focuses on:
- School and library channels, wholesalers, and book fairs.
- Educator guides, lesson plans, and STEM or SEL tie-ins.
- Author visits with pricing and session formats.
Sensitivity or expert review is a plus for science, history, or cultural topics. Mention readers engaged.
Sample pages should reflect final layout. Include one spread with text, captions, and art notes.
Before you send, read your category section against these questions:
- Does the proof match the expectations of the lane?
- Do the comps sit within the last five years?
- Do the samples show the promise you lead with?
Tailor by category, and your proposal reads like a pro wrote it.
Submission Strategy, Customization, and Common Mistakes
A strong proposal moves on a plan, not luck. Treat submissions like a campaign with stages, targets, and receipts.
Sequence
Start with a tight query email. Keep focus and ask for a read. Then send the full proposal only when guidelines allow or after a request.
Subject line:
- Query. Working Title. Category. Author Name.
Query structure:
- One-line hook with a clear promise.
- Two to three sentences on audience and need.
- One short paragraph on approach or framework.
- Bio with relevant authority and platform metrics.
- Three recent comps with one-line differentiation for each.
- Note on sample chapters readiness and word count.
- Polite close with contact info and a link to a simple author page.
Do not attach files at query stage unless guidelines invite attachments. Link to a folder or site with samples only when requested.
Stagger submissions in waves. A list first. B list next. Keep ten to twelve active submissions at any time to manage follow-up well. Observe exclusives only when you agree in writing and only for a defined period.
Personalize
Show intent, not flattery. A sentence or two proves research.
What to include:
- One reason for choosing the agent or editor. Client fit, recent deal, or catalog gap.
- One line on how the book complements an author on the list without overlap.
- Any shared touchpoint. A conference meeting, a podcast they hosted, a roundtable where you heard them speak.
Tailor comps to the gatekeeper’s list. If an agent sold Book X last year, place your book near or away from Book X with a clear reason. Adjust marketing angles to match channels that team relies on. For example, a house heavy on wholesale or special markets will care about bulk pathways.
Mini-exercise:
- Write three custom sentences for three targets. Read aloud. Each sentence must contain a specific, public fact. If a sentence feels generic, cut or rewrite.
Track and Follow Up
Run submissions like a sales pipeline.
Create a simple spreadsheet:
- Target name and company
- Email and guidelines link
- Date sent and version number
- Materials sent
- Response status
- Follow-up date
- Notes and next action
Follow-up rhythm:
- If guidelines list a window, wait until the final day of that window, plus one week. Then send a brief nudge.
- If no window appears, four to six weeks is standard for agents, two to four for editors after a referral.
Follow-up template:
Subject: Follow-up on Book Title submission
Hello Name,
Checking on Book Title, sent on Date. Happy to resend files. Thank you for the consideration.
Your Name
Contact info
If an offer arrives, notify all active targets with a clear deadline for interest. Two to five business days is fair.
Include Evidence
Give proof of traction. Editors relax when risk lowers.
Strong evidence:
- Endorsements or advance blurbs with names and affiliations. Even short quotes help.
- Letters of interest for bulk orders. Include buyer name, role, estimated quantity, timing, and terms language.
- Event host commitments. Festivals, conferences, or company meetings with projected attendance.
- Media interest with date and format. Podcast booking, op-ed slot, or TV segment pre-approval.
- Pilot results or survey data tied to outcomes. One chart or one paragraph is enough. Save raw data for an appendix.
Package this proof in one page within the proposal body, plus links to files in a labeled folder.
Avoid Pitfalls
Editors pass for reasons that sting, yet remain fixable.
Skip these:
- Mass emails with no name or wrong name.
- Missing comps or comps older than five years.
- “Everyone” as the audience.
- Platform metrics with no context. Give list size, open rate, and click rate, not big round numbers alone.
- Grand media claims with no path. Name exact outlets and why a segment fits.
- File chaos. Odd fonts, no page numbers, missing headers, or broken links.
- Word count drift. A 140,000-word business proposal rarely flies.
- Tone mismatch. A zany query for a sober topic, or the reverse.
- Sending too early. Thin samples or a messy TOC signals risk.
- Resubmitting unchanged material to the same person after a pass.
A short cautionary tale. One author sent a 120-page proposal loaded with theory. Three editors stopped at page ten. The revised version hit 38 pages, with a sharp hook and proof of reach. That submission sold.
Final Checks
Run a preflight before any send.
Proposal sanity scan:
- Overview promise matches sample execution.
- Word count and delivery date line up with your calendar.
- TOC and chapter titles use a consistent voice.
- Links work on desktop and phone. Check three times.
- Figures, tables, and photo counts appear in one place.
- Rights notes flag interviews, datasets, and any required permissions.
- File name looks professional. LastName_BookTitle_Proposal_v3.docx
- Header shows book title, author name, version, and date.
- PDF for reference, .docx for editing, both clean and virus-free.
Marketing proof:
- List size with average open rate over the last three sends.
- Social metrics with engagement rate, not follower counts alone.
- Speaking data with audience sizes and dates.
- Partners named with contact info and commitments or next steps.
Timing plan:
- Query month.
- Proposal send dates.
- Follow-up dates.
- Revision windows based on feedback.
A clear plan wins attention. A tailored pitch earns trust. Send with care, track responses, and keep momentum. Editors notice professionalism before page one.
Frequently Asked Questions
How long should a book proposal be and what is a good page breakdown?
Aim for 35–45 pages total; a useful range is 30–50 pages. A strong breakdown is: 2–3 pages for the overview, 2–3 for market analysis, 3–5 for the marketing plan, 2–3 for author platform, 8–15 for the chapter outline and 15–25 pages of sample chapters.
Keep formatting professional (12pt serif, 1.5 line spacing, consistent headers) so editors can skim and then read. If you’re asking “how long should a book proposal be” remember brevity that proves preparation beats length that seems padded.
What makes an effective overview and hook — how to write a book proposal overview?
Open with a scene, striking stat or sharp question that frames the reader’s problem, then answer the three essentials: why this book, why now, and why you. Use a positioning line such as the template in the post: For [reader] facing [problem], [Title] offers [solution], unlike [comp].
Be specific about the promised outcome and back the thesis with one or two evidence points. Editors judge proposals by how quickly the overview makes the sale — treat it like your elevator pitch expanded into two pages.
How do I choose and present comparative titles in my proposal?
Choose 4–6 competitive titles from the last 3–5 years that share audience or approach rather than just topic. For each comp list title, author, publisher, year, a one-line positioning, two brief strengths, one gap your book fills, and any sales signal you can cite.
This “how to choose comparative titles for a book proposal” approach shows editors you understand the shelf: respect strong books, explain your wedge clearly, and add complementary titles that demonstrate what readers also buy.
What should I include in the marketing plan for a book proposal and how detailed must it be?
Give channel-specific tactics with timelines, owners and numbers: podcast targets with submission notes, speaking dates and potential bulk buyers, newsletter growth actions and realistic ad or PR spend. Tie activity to calendar moments and show reach metrics (email list, impressions, partner audiences).
Avoid vague promises. Editors want a credible path to sales, so provide contact-level research where you can and a six-month pre-launch, launch-week and post-launch timeline that demonstrates sustained effort rather than a one-week blitz.
How should I demonstrate my author platform and credibility?
Lead with the single strongest credential tied to the book, then list quantified reach: email list size with open/click rates, social follower counts with typical engagement, podcast downloads, speaking history and notable media clips. Give current averages rather than one-off peaks.
If you lack traditional clips, show measurable outcomes such as course alumni, pilot results or organisational partnerships and include confirmed endorsement names or letters of interest where available; concrete proof reduces perceived risk.
Which sample chapters should I include and how polished must they be?
Include the Introduction plus one strong representative chapter (sometimes a contrasting second chapter), totalling roughly 5,000–10,000 words. Choose chapters that contain a clear hook, a one-sentence claim, named evidence and a practical takeaway or framework.
Polish samples to near-publication quality: tight openings within 150 words, clean subheads, citations in endnotes, and a final line-edit pass. Editors use samples to judge voice and delivery, so they must match the promise you make in the overview.
How do I handle permissions, rights and submission formatting?
State rights and permission needs early: list any third-party images, quoted material, interview releases or proprietary datasets and whether permissions are secured or pending. Include budget estimates for photography or clearance where relevant so publishers can plan costs.
Follow formatting and submission standards exactly: .docx for editable files, 12pt serif font for samples (double-spaced), a clean file name (LastName_Title_Proposal_v1.docx) and a clickable table of contents. Test every link before sending; broken links look unprofessional and slow acquisition.
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Formatting and Submission Standards
First impressions matter. Your proposal lands on an editor's desk alongside twenty others. Clean formatting signals professionalism. Sloppy presentation suggests sloppy thinking.
Follow Submission Guidelines to the Letter
Every agent and publisher posts submission requirements. Read them. Follow them exactly. No exceptions.
When guidelines exist, use them. When they don't, default to industry standards: .docx format, 11 to 12 point serif font like Times New Roman or Garamond, clean headers with your name and proposal title, page numbers in the bottom right corner.
Why .docx? Editors work in Microsoft Word. They add comments, track changes, and share files with colleagues. PDF files create friction. Google Docs lose formatting when downloaded. Stick with .docx.
Professional File Naming Saves Time
Name your files like a professional: LastName_BookTitle_Proposal_v1.docx.
Examples:
Include version numbers. Add the date in your header or footer: "Updated January 15, 2024" or "Version 2.1 - January 2024." When you send revisions, the editor knows which version they're reading.
Bad file names waste time:
Structure for Skim-Reading
Editors skim first, then read. Make skimming easy.
Use clear headings. Start with H2 for main sections. Use H3 for subsections. Keep hierarchy simple. Heading 2 for "Target Audience." Heading 3 for "Primary Readers" and "Secondary Readers."
Write short paragraphs. Three to four sentences maximum. White space helps tired eyes.
Use bullet points for lists. Compare these two approaches:
Dense version:
"My platform includes a newsletter with 15,000 subscribers and a 38 percent open rate, plus LinkedIn with 8,500 followers where my management posts average 400 likes, and speaking experience at 22 events in the last year including three Fortune 500 companies."
Scannable version:
Platform metrics:
Create a clickable table of contents. In Word, use the References tab and select "Table of Contents." Choose automatic styles. This creates links that work in digital files. Editors jump between sections. Make it easy.
Keep Page Counts Realistic
Proposal body: 25 to 40 pages maximum. Tighter is better. If your proposal runs 50 pages, you're including too much detail or writing too densely.
Sample chapters: separate section, standard manuscript format. Double-spaced, 12-point font, one-inch margins. First line of paragraphs indented, no extra line breaks between paragraphs. This matches what editors expect for the final manuscript.
Why double-spacing for samples? Editors print these pages. They write notes in margins and between lines. Give them room to work.
Test Every Link Before Sending
Embed live links throughout your proposal. Link to your website, newsletter signup, LinkedIn profile, speaking videos, and comparative titles on Amazon.
Examples of good link placement:
Test every link before sending. Click each one. Do they work? Do they go to the right page? Broken links signal carelessness.
Use descriptive link text. Instead of "Click here for my website," write "Visit my author website" or "See my speaking reel."
Address Rights and Permissions Early
State any special requirements upfront. Do you need photo permissions? Interview releases? Access to proprietary data?
Examples:
Why mention this now? Publishers budget for permissions and legal review. Surprise costs kill deals.
Proofread Like Your Career Depends on It
Typos in book proposals are career killers. They signal risk to editors. If you miss errors in your pitch, what will the manuscript look like?
Proofread in stages:
First pass: read for sense. Does each sentence make sense? Do paragraphs flow logically?
Second pass: read for consistency. Do you spell comparative titles the same way throughout? Are your platform numbers consistent?
Third pass: read aloud. Your ear catches errors your eyes miss.
Fourth pass: use spell check and grammar tools, but don't rely on them. They miss homophone errors like "its" versus "it's."
Print a copy. Read on paper. Different medium, fresh perspective.
Common errors that kill credibility:
Version Control Prevents Disasters
Save multiple versions as you revise. Use clear naming:
When sending to multiple agents, create customized versions: