Common Book Proposal Mistakes And How To Fix Them
Table of Contents
Positioning and Overview Mistakes
The overview sits on the front porch of your proposal. Editors decide whether to walk inside within a page or two. Make the promise sharp, the timing obvious, and the scope clean. No fog, no hedging.
Stop selling to “everyone”
A book for everyone lands with no one. Narrow the promise to one core reader and one outcome.
Use this one-sentence frame:
For [specific reader], this book delivers [core outcome] by [unique approach].
Examples:
- For first-time managers in tech, this book delivers a 90-day plan for leading ex-peers by using one-on-ones, scorecards, and simple scripts.
- For new therapists building private practices, this book delivers a repeatable system to reach ten paying clients by using referral flywheels and outcome-based messaging.
- For parents of late talkers, this book delivers daily language routines by using play-based prompts and progress trackers.
Mini-exercise:
- Write three versions with different readers. Read each aloud. Pick the one that triggers a mental picture of a person, not a blob of humanity.
Prove “why now” and “why you”
Editors invest in timing and authority. Show both.
“Why now” examples:
- Since 2020, hybrid teams expanded across mid-size firms, yet manager training budgets dropped. Managers need a playbook that fits reduced support.
- Ozempic headlines dominate health media, while primary care visits run short. Readers need safe guidance between clinic visits.
“Why you” examples:
- Licensed clinical psychologist with 12 years in community clinics, lead instructor for a 15,000-student online program, recurring guest on three top mental health podcasts.
- Former COO for a 200-person remote company, advisor to five venture-backed startups, speaker at SaaStr and LeadDev.
Pull in one to three timely data points. Name sources when possible. Two lines of credibility, then move on.
Lead with a hook, not throat clearing
Open with something specific and testable. Surprise wakes up decision makers.
Hook options:
- A stat. “Seventy percent of small manufacturers leave money on the floor each week. One checklist recovers half of those losses.”
- A micro case. “Amanda ran one four-sentence sales email for 30 days. Replies tripled without a bigger list or ads.”
- A bold claim you will prove. “Write a proposal in 30 days with no industry contacts.”
Place the hook in line one or two. Promise, then deliver proof in the samples.
Define scope and structure early
Scope prevents panic in acquisitions meetings. Name the size of the project and the guts of the package.
Include:
- Anticipated word count. Example: 70,000 to 80,000 words.
- Format. Hardcover first, trade paperback later, ebook, and audio if voice and budget align.
- Organization. Example: 12 chapters across three parts. Each chapter ends with a checklist and a two-page action plan.
- Features. Example: 20 figures, 10 tables, 12 worksheets. Photo needs minimal.
- Delivery timeline. Example: six months from contract.
One paragraph covers all of this. Use numbers. Numbers calm risk.
Title and subtitle, clarity over clever
A clever title pleases friends. A clear title pleases buyers.
Quick test:
- Say the title and subtitle to a stranger at a bookstore. Ask, “What would you expect to learn?” If the answer matches your promise, keep that option.
- Try three to five options. Swap in concrete nouns and category words readers already search.
Examples:
- Vague: Unleashed. Clear: Leading Remote Engineers.
- Vague: The Next Level. Clear: From IC to Manager in 90 Days.
- Vague: Eat Better. Clear: Evidence-Based Meal Plans for Busy Parents.
Aim for market-facing words in the subtitle. Lead with the outcome, then the approach.
Build the overview in a clean sequence
Follow a simple arc. Short pieces in a logical order win trust fast.
Use this sequence:
- Overview paragraph with the hook and promise.
- One-sentence positioning statement.
- One sentence on the primary reader.
- Market gap paragraph with two or three comps and where this book fits.
- Proof-of-concept examples. Mini case studies, pilot results, early endorsements, or letters of interest.
- Brief chapter arc. One to two lines per part, plus one line on features, length, and delivery.
Example sketch:
-
Hook and promise:
“Managers inherit teams, not blank slates. This book shows first-time tech managers how to lead former peers in 90 days without burning trust or time.”
-
Positioning:
“For first-time managers in tech, this book delivers a 90-day plan by using simple scripts, scorecards, and one-on-one rhythms.”
-
Audience:
“Primary: new managers at software firms with 5 to 50 direct reports. Secondary: HR leaders training internal promotions.”
-
Market gap:
“Recent books favor leadership philosophy or enterprise scale. New Managers by Kim targets mindset, The Making of a Manager covers broad skills. This book narrows to the ex-peer problem during the first quarter and provides tools for weekly execution.”
-
Proof-of-concept:
“Fifty pilot readers ran the system across five companies. Forty-two reported fewer escalations within six weeks. Two directors offered early endorsements. SaaStr workshop invite confirmed for Q2.”
-
Chapter arc and scope:
“Part I, week-by-week reset. Part II, feedback, conflict, and performance rhythms. Part III, hiring and delegation for bandwidth. Twelve chapters, 75,000 words, 18 worksheets, delivery six months from contract.”
Common fixes, fast
- Swap “for everyone” for one vivid reader.
- Move the hook to line one.
- Add two recent trend lines and one sentence on your qualifications.
- Name word count, features, and delivery in one paragraph.
- Replace clever title fluff with category words and outcomes.
- Trim throat clearing. Keep sentences short and concrete.
Mini-exercise, 15 minutes:
- Draft three hooks. One stat. One case. One claim. Read each to a friend who buys books in your category. Ask for the strongest. Use that one.
- Write the positioning sentence three ways. Change reader, outcome, or approach each time. Pick the sharpest.
- List three comps from the last five years. For each, write two sentences on overlap and difference. End with one line on your edge.
Clean positioning lowers friction for sales, marketing, and editorial. A tight overview signals focus and follow-through. Deliver clarity here, and the rest of the proposal gains momentum.
Market Research and Comparable Titles Errors
Comparable titles tell an editor two things. Where your book sits. How it sells. Get the comps wrong, and the room loses confidence before anyone reads your sample.
Stop saying there is no competition
If you say "no competition," you just told me you have not looked. Every sellable idea has neighbors.
Do this:
- Choose 4 to 6 comps from the last 3 to 5 years.
- Pick books your readers saw on a shelf, not only blog posts or courses.
- Read the introductions and the tables of contents. Skim a chapter. Know what you are comparing.
Mini-exercise, 20 minutes:
- Search your main category on Bookshop, Amazon, and your library's catalog.
- Sort by newest. Pull 10 titles that feel close.
- Cut to 6 that share your reader and promise. Keep a mix of big and modest performers.
Mix your comps
Only mega-bestsellers signal wishful thinking. Only obscure titles signal a small market. You need both reality and aspiration.
Aim for:
- Two midlist sellers from reputable houses.
- One niche title that serves your exact reader.
- One or two breakout books that set the bar.
- One adjacent title from another shelf that proves cross-over interest.
For a book on managing remote engineers, a healthy set might look like:
- The Making of a Manager, 2019. Broad leadership, high sales, wide audience.
- Remote Team Interactions Workbook, 2021. Practical exercises, smaller audience, strong how-to.
- Leadership in Tech, 2022. Midlist, specific to software teams.
- Managing Humans, revised 2023. Essays, humor, long tail.
- 37 Ways to Work From Home, 2020. Adjacent shelf, productivity focus.
Write analysis, not cheerleading
"Mine is better" is not analysis. Compare in neutral terms. Focus on angle, scope, tone, structure, and reader promise.
Use this simple language:
- Angle. What problem does the comp center.
- Scope. Breadth versus depth. Time horizon. Complexity.
- Tone. Academic, conversational, story-driven, tactical.
- Structure. Parts. Tools. Case studies. Checklists.
- Reader promise. What outcome they sell.
Then state your edge in one line. Narrower audience. Fresher data. New framework. Stronger how-to. Different delivery.
Example comps, written the right way:
- The Making of a Manager, Julie Zhuo, 2019. Broad leadership intro for first-time managers across functions. Story-driven tone with high-level principles and select tools. Strong on mindset, light on day-by-day execution. Edge. My book narrows to new engineering managers leading former peers in their first 90 days, with weekly checklists and scripts.
- Remote Team Interactions Workbook, Holloway, 2021. Hands-on workshops and exercises for remote teams. Focus on meetings, rituals, and collaboration patterns. Less attention to performance management and promotion paths. Edge. My book extends into feedback, performance reviews, and career ladders for remote engineers, with templates and scorecards.
- Leadership in Tech, 2022. Midlist guide that blends essays and practices for software leaders. Wide scope, from hiring to culture. Strong stories, fewer repeatable systems. Edge. My book trims culture talk and concentrates on the first quarter in role, with a 12-week plan that assigns actions by week.
Notice the tone. No snark. No hype. Clear overlap. Clear difference.
Read the sales signals
Editors need to know whether readers buy in this slice of the market. You are not expected to audit exact numbers. Directional proof helps.
Useful signals:
- BookScan units, if you have access, even as ranges. "Tracked 12k units in year one."
- Publisher announcements. "Second printing within two months" from PW or the house site.
- Bestseller list appearances. "WSJ business list, two weeks."
- Amazon rank snapshots, with date and category. "Feb 2, 2025. #2,134 overall. #5 in Business Teams."
- Goodreads review count and rating. "8,500 ratings at 4.3."
- Awards or notable lists. "Next Big Idea Club selection, 2023."
List one or two signals per comp. Note the date. Keep it clean.
Choose BISAC and shelving with intent
BISAC codes tell retailers where to shelve the book. The wrong code will bury you. Pick the codes your reader browses and searches.
Steps:
- Pick one primary BISAC, then one or two secondary. Examples for a remote management book might be:
- Business & Economics / Leadership.
- Business & Economics / Management / Teams.
- Computers / Software Development / Management.
- Check how similar books were coded. Look at the publisher pages and retailer listings.
- State the expected shelf. "Barnes & Noble, Business Leadership. Online categories, Business Teams and Software Project Management."
- Match your keywords to those shelves. Use terms your reader types, not clever phrases.
If your book belongs in two places, say so. "Primary, Parenting / Special Needs. Secondary, Education / Speech Pathology." Shelf clarity helps sales reps and algorithms do their jobs.
Your comp template
Use a fixed format so your analysis is easy to skim.
For each comp:
- Title, author, year, publisher.
- Two to three sentences on angle, scope, tone, structure, and reader promise.
- One sentence on sales signals.
- One sentence on your edge.
Two quick models:
- Tiny Habits, BJ Fogg, 2020, HMH. Behavior change method built on small actions. Conversational tone with research notes and step-by-step exercises. Wide audience, life and work. Sales. NYT list, strong long tail. Edge. My book
Vague Audience and Overstated Author Platform
Editors do not buy vague. They buy a book for a specific reader, from an author who reaches that reader and moves them to action. Get precise, then prove it.
Name your readers
"General readers" signals guesswork. Name a primary audience and a secondary, then back it up with how they think and what makes them buy.
Use this simple frame:
- Primary audience. Role, life stage, or identity.
- Demographics. Age range, income or budget, location if relevant.
- Psychographics. Goals, fears, values, barriers.
- Buying triggers. Moments that push purchase, like a promotion, diagnosis, or deadline.
- Where they hang out. Podcasts, newsletters, events, subreddits, trade groups.
Example, for a leadership book:
- Primary. First-time engineering managers at SaaS companies, 25–40, U.S. and U.K.
- Psychographics. High achievers, anxious about credibility, value clarity and speed.
- Triggers. New promotion, a 90-day plan from HR, a struggling team.
- Where. The Pragmatic Engineer, Software Lead Weekly, LeadDev, r/ExperiencedDevs, SaaStr.
Secondary might be HR business partners who support tech teams. Name them in one line. Keep focus on the buyer.
Mini-exercise, 15 minutes:
- Write three reader profiles on one page. Give each a name and job title.
- For each, list one goal, one pain, one trigger, and one place they look for answers.
- Cut to the two most commercial profiles. Those are your audiences.
Use metrics that convert
Vanity numbers look big. They do not move books. Lead with owned, high-intent channels and proof of conversion.
The hits that matter:
- Email. List size, average open and click rates, average opt-ins per month, past promo conversion to sales.
- Webinars and workshops. Registrants, show-up rate, average attendance, post-event sales.
- Courses and programs. Enrolled students, completion rate, alumni list size, repeat purchase rate.
- Speaking. Number of talks in the last year, average audience size, frequent hosts, back-of-room sales history.
- Podcast or newsletter. Subscribers or downloads in target niches, average open rate, sponsor interest.
Social media helps when it reaches the right buyers. A million views on a general comedy account does not sell a B2B book. A LinkedIn audience of 12,000 engineering managers does. Prove relevance with demographics, topic fit, and past CTR to a book-like offer.
Align reach to the niche
Mismatches sink proposals. Fix the mismatch or do not count it.
Bad match:
- 200k Instagram followers for home decor. You propose a neuroscience textbook.
- 150k TikTok audience for memes. You propose a policy book.
- A top-ten parenting podcast guest spot. You propose a finance manual for dentists.
Better match:
- 7,800 newsletter subscribers who are dental practice owners, 42 percent open rate.
- 10 talks a year at LeadDev, DevOps Enterprise Summit, and SaaStr Annual.
- Guest essays in category newsletters that rank for your core keywords.
If a channel sits outside the niche, move it to a short "additional reach" bullet. Do not lead with it.
Show a growth plan
Editors want momentum. Give a plan with numbers, dates, and methods.
Quarterly plan example, next 12 months:
- Email list. From 9,200 to 15,000. Tactics, a lead magnet tied to the book's promise, two partner webinars per quarter, three lead swaps with aligned newsletters, a weekly LinkedIn post that points to the opt-in.
- Media. 12 podcast guest spots. Target shows, Lead Time, Manager Tools, SuperManagers, Software Social, and five trade podcasts. Angle, first 90 days for new managers, with scripts and checklists.
- Speaking. 6 conference talks. LeadDev, SXSW EDU, QCon, two regional tech councils, one corporate offsite series. Book sales at the back of the room, preorders bundled with tickets when possible.
- Partnerships. Three co-marketing campaigns. Tools or communities your readers use, Linear, Loom, and LeadDev. Offer a free live session with a preorder bundle.
Add dates. Add owners. Add one line on budget. Example, "$6,000 for design, landing pages, and podcast editor. $3,500 for newsletter ads over two quarters."
Bring third-party validation
Borrow trust. Show signals that others believe the book will move.
Useful proof:
- Endorsements in principle. Short quotes or email notes from respected names who will blurb when asked.
- Bulk interest. Letters or emails stating a target quantity and timing. "Contingent on final content, 500 units for new manager program, Q2."
- Partners. Organizations willing to co-promote, feature a webinar, or bundle purchases.
- Adoptions. Course leads or department chairs open to adding the book to a syllabus.
Two lines are enough. Name, title, organization, and the nature of the commitment.
Build a one-page Author Platform Snapshot
Make it skimmable. One page, clean headings, real numbers.
Use this structure:
- Audience, one sentence. "Primary, first-time engineering managers at SaaS companies. Secondary, HR business partners for tech teams."
- Current reach. Email list size with
Flimsy or Unrealistic Marketing Plan
Hope is not a marketing plan. Editors want to see how you will reach buyers, when, and with what. Be specific. Show numbers. Show names. Show dates.
Get concrete about channels
“I’ll use social media” tells no one anything. Map each channel to a format, a cadence, and a projected reach. Keep it on one page so an editor can scan and nod.
Example plan for a leadership book aimed at first-time engineering managers:
- LinkedIn. Three posts per week. Formats, personal story, quick tip, short video with captions. CTA to preorder page twice per week. Projected reach, 15,000 impressions per week based on current averages. Target CTR, 1.5 percent to landing page.
- Newsletter. Weekly issue. One long tip tied to the book, one reader Q and A, one preorder prompt. List size, 9,200. Open rate, 46 percent. Click rate, 8 percent. Projected clicks per issue, 736.
- Webinars. Two per quarter with aligned partners. 500 to 1,000 registrants per event, 60 percent show rate. Preorder incentive, signed bookplate or bonus PDF. Target conversion, 5 to 10 percent of attendees.
- Podcast tour. One interview per week for 12 weeks. Target shows, Lead Time, SuperManagers, Manager Tools, Software Social, and niche engineering newsletters with audio feeds. One talking point tied to each host’s audience. Trackable link in show notes. Expected reach per episode, 2,000 to 15,000 downloads based on past guests.
- Website. Landing page with sample chapter, preorder links, and bonus details. SEO posts on core keywords, new engineering manager, one per month. Projected organic traffic growth, plus 20 percent by launch.
Want a quick gut check? For each tactic, write one line that states format, cadence, and expected reach. If you cannot estimate reach, the plan is not ready.
Trade dreams for targets
Morning TV looks shiny. It rarely moves niche nonfiction. Focus on media that speaks to the buyer you named.
Build a short hit list with contact angles:
- Topical podcasts. Pitch, 90 days in your first leadership role without burning out. Tie to a live checklist download for listeners.
- Trade media. Guest essay for LeadDev or InfoQ on a chapter theme, skip the fluff, include one concrete tool.
- Newsletters. Sponsored slot or editorial pitch to The Pragmatic Engineer, Software Lead Weekly, or category subs with strong open rates. Angle, how the book reframes one common mistake with proof.
- Communities. AMA in a vetted Slack group, with a preorder giveaway for the best question.
Include names, not broad categories. Add two lines per target, audience fit and your hook. If you have the editor or host’s first name and a past episode link that matches your topic, even better.
Mini-exercise, 15 minutes:
- List 10 outlets your buyer reads or listens to.
- Add one angle for each, tied to a chapter.
- Star the five with the best fit. Those are your first pitches.
Plan the preorder and the launch
Preorders signal demand. Build a simple path from interest to order, then keep attention warm through launch week.
Core elements:
- Incentives. Offer bonuses that feel useful, a manager one-on-one template, a 30-minute live Q and A, a private Loom walkthrough. Tier by quantity, 1 copy, 5 copies, 25 copies.
- Proof. Show a running counter or public wall of supporters if appropriate. Social proof helps.
- Timeline. Hit key beats, ARC mailings, long-lead outreach, preorder window, launch week, and a 90-day sustain.
Sample timeline, anchored to pub date:
- T minus 6 months. Send ARCs to 30 priority endorsers and trade reviewers. Confirm five partner webinars for months minus 4 through minus 1.
- T minus 5 months. Announce the book and lead magnet. Open preorder bonus page. Start weekly LinkedIn posts tied to chapters.
- T minus 3 months. Start podcast tour scheduling. Run first partner webinar with preorder offer. Pitch trade media essays.
- T minus 6 weeks. Start countdown in newsletter. Share behind-the-scenes snippets. Offer team bulk bundles with a private workshop.
- Launch week. Daily social posts with quotes and reader photos. Live webinar for buyers. Two guest essays. Three podcast episodes go live.
- Plus 30 to plus 90 days. Case study emails from early readers. Two more webinars. A small paid ad test to newsletter lookalikes. Keep the drumbeat going, one strong hit per week.
Go beyond bookstores
Retail matters. Many nonfiction sales come from organized buys.
Line up non-retail channels:
- Corporate and associations. Offer bulk bundles with a private talk. Email talent leaders with a short PDF, chapter summary, outcomes, pricing for 50, 250, and 1,000 units. Target, new manager programs, engineering guilds, regional tech councils.
- Course adoptions. Identify 10 instructors or program leads. Offer an exam copy, a teaching guide, and a live guest lecture for classes that adopt.
- Speaking. Add the book to your speaker page with preorder or back-of-room options. Ask hosts to include a copy in ticket tiers.
- Libraries. Provide complete metadata, BISACs, and a one-page sell sheet. Encourage your list to request the book through local systems.
Be direct about quantities. “We are holding five corporate slots for 250 to 1,000 copy bundles in Q3.”
Put money and names on it
A plan without a budget is a wish. A plan without roles stalls.
Sample budget and roles:
- Design and landing pages, 3,000, you hire and approve.
- Podcast editor and booking support, 2,500, contractor managed by you.
- Newsletter ads in two aligned publications, 3,000, placed by you with unique links.
- ARC printing and shipping, 1,200, publisher covers if agreed, or you cover with reimbursement terms set.
- Publicist for trade outreach, 5,000 for a three-month window, you coordinate angles and assets.
Roles and deadlines:
- You, weekly content and all interviews. Start T minus 5 months.
- Partner manager, a VA or teammate, handles webinar logistics and bulk bundle outreach. Start T minus 4 months.
- Publisher, metadata, ARCs to trade reviewers, retailer coordination. Start T minus 6 months.
Build the one-page timeline
Make a one-page calendar that a busy editor can skim in 60 seconds.
Structure:
- Top row, months from T minus 6 to plus 3.
- Left column, arcs, media, partners, email, social, paid, speaking.
- Fill cells with short actions and targets, “Send 30 ARCs,” “Pitch 10 podcasts,” “Webinar with LeadDev,” “Newsletter preorder push,” “LinkedIn thread x3,” “Run $500 newsletter ad,” “LeadDev talk with book bundle.”
Print it. If a cell is empty for a month, ask why.
Quick worksheet
Fill these blanks and you will have a plan:
- Primary channel and cadence, __________________________.
- Projected weekly reach and CTR, ________________________.
- Five media targets with angles, ________________________.
- Two preorder incentives, _____________________________.
- Three partners with campaigns, ________________________.
- Non-retail targets and quantities, ______________________.
- Budget by line and owner, ____________________________.
- Milestones by month, ________________________________.
Give an editor a plan that reads like a production schedule. Clear. Credible. On time. That is how proposals get a second meeting.
Structural, Formatting, and Proofing Problems
A strong proposal reads in order, looks clean, and holds up under a slow proofread. Editors skim first, then they judge. Give them a roadmap, then give them no reason to pause.
Use the standard order
Follow a sequence every acquisitions editor expects:
- Overview. One page. Who the reader is, what problem you solve, why now.
- Audience. Primary and secondary readers, buying triggers, where to reach them.
- Market and comps. Four to six recent titles, overlap and difference in plain language.
- Author platform. Owned channels and proof of reach with numbers.
- Marketing plan. Specific tactics, cadence, targets, and dates.
- Book details. Word count, delivery timing, special elements, permissions.
- Chapter outline. One to two paragraphs per chapter, outcome driven.
- Sample chapters. Introduction plus one chapter, polished.
- Appendices. Optional items, surveys, endorsements in principle, research notes.
Mini-exercise, ten minutes:
- Paste those headers into your doc with Heading 1 style.
- Drag sections until they match this order.
- Add a one-line promise under each header. Fill in detail later.
Make pages skim friendly
Busy readers scan before they read. Shape the page for eyes in motion.
- Use short paragraphs. Three to five lines per block.
- Favor bullets where a list makes sense.
- Add subheads every few paragraphs.
- Keep table use light. Clear beats clever.
- Anchor every chart, figure, or table with a caption.
Two-minute skim test:
- Zoom out to 70 percent. Scroll the whole file.
- Do your eyes hit clear signposts and short blocks?
- If not, cut sentences, add subheads, convert dense text to bullets.
Before and after example, Marketing Plan intro:
- Before, “I will leverage social media channels across multiple platforms to maximize reach and awareness for the forthcoming title.”
- After, “Primary channels, LinkedIn and newsletter. Three LinkedIn posts per week. Weekly email with one tip, one story, one CTA.”
Write chapter summaries with outcomes and flow
Summaries earn trust. They do not repeat the book. Lead with promised change, then show movement.
Structure per chapter:
- One sentence outcome. What the reader gains by the end.
- Two to four sentences on key beats.
- One sentence handoff to the next chapter.
Weak vs strong, for a leadership book:
- Weak, “Chapter 3 discusses feedback. It covers types of feedback and common issues. It includes tips.”
- Strong, “Chapter 3 gives first-time managers a repeatable feedback loop. Readers learn when to intervene, how to script a two-minute opener, and how to follow up without nagging. A short checklist closes the chapter, which sets up Chapter 4 on coaching plans.”
Aim for 120 to 180 words per chapter. Keep voice consistent with the sample chapters.
Send sample material that sells the book
Include the introduction and one representative chapter. Choose a chapter that shows the core method and your voice under pressure.
Use standard manuscript format:
- 12-point Times New Roman, double spaced, one-inch margins.
- Left aligned, ragged right. No full justification.
- Indent first lines with Styles. No tabs.
- Header with last name, short title, page number.
- Scene or section breaks, one blank line with a centered asterisk.
- Footnotes or endnotes styled the same way throughout.
- No fancy design. No color. No text boxes.
Polish to near publication quality. Clarity first. Smooth transitions. Clean examples. Real names anonymized where needed.
Quick gut check:
- Read on a tablet and on paper. Does the voice hold?
- Hand the chapter to a cold reader. Ask for one confusing spot. Fix it.
Cover the practicalities
Acquisitions teams need logistics. Provide them.
Include in Book Details:
- Anticipated word count and range. Example, 70,000 to 80,000 words.
- Delivery timeline. Example, full manuscript six months from contract.
- Interior elements. Number of figures, tables, checklists, sidebars.
- Image plan. Original photos or stock, resolution, captions, credits.
- Permissions status. Quotes, lyrics, images, datasets, progress to date.
- Back matter. Notes, bibliography, index, appendices.
- Accessibility notes if relevant, alt text plan for images.
If images require a budget, state a number and who pays. If you hold rights for case studies, say so.
Proof like a pro
Typos signal haste. Inconsistency signals risk. Build a simple proof workflow.
Pass 1, mechanical:
- Run spellcheck. UK or US spelling, pick one.
- Fix double spaces, stray tabs, and widow words on single lines.
- Standardize quotes and apostrophes to curly or straight, not mixed.
Pass 2, style:
- Create a one-page style sheet. Serial comma, capitalization for job titles, numbers as numerals vs words, hyphenation choices, acronym rules.
- Apply those rules line by line.
- Align chapter title case and subhead case.
Pass 3, facts and links:
- Verify every name, title, statistic, and year.
- Test all links. Replace naked URLs with descriptive anchors.
- Cross-check every comp title against ISBN and publisher.
Pass 4, structure and cross-refs:
- Confirm the order matches the standard sequence.
- Check the table of contents against headers and page numbers.
- Match chapter summaries to sample chapter content. No surprises.
Pass 5, read aloud:
- Read the Overview and one sample chapter out loud.
- Cut flab. Shorten long sentences. Mark stumbles and revise.
File hygiene:
- File name, LastName_BookTitle_Proposal_Date.pdf or .docx per guidelines.
- Page numbers on every page.
- Clean metadata, Author, Title, and Company fields in the file properties.
- One master file unless guidelines split sections.
Five-minute final check before you send:
- Zoom out and scan headers.
- Count pages. Hit the 25 to 40 page target, plus samples.
- Print the first three pages. Would you keep reading?
Give editors a proposal that reads like a clean brief. Order, speed, accuracy. They feel safe moving you forward.
Submission Strategy Missteps
Great proposals die in the inbox because of sloppy submission habits. Treat this phase like a launch. Precision matters.
Stop spraying and praying
Generic queries read like spam. Target people who sell your category.
- Search MSWL for your topic and tone.
- Scan Publishers Marketplace for recent deals in your lane.
- Read agency sites. Note stated interests and formats.
- Skim client lists. Look for shelf neighbors to your book.
Open with one real line.
- “Your MSWL post asked for health titles with fresh clinical data. My proposal answers that brief.”
- “You repped The Extended Mind, which sits next to my book on shelf diagrams. I address the same audience with a narrower focus on habits at work.”
Then move to the hook. No throat clearing. No summary of your life story.
Respect guidelines like a pro
Guidelines are a compliance test. Pass it.
- File format. PDF or Word. Name files cleanly.
- Length. If a form asks for 1 page, give 1 page.
- Materials. Proposal vs full manuscript for memoir and narrative nonfiction.
- Extras. Synopsis length, sample chapter count, bio notes.
- Submission path. Query email vs online form.
Preflight checklist before sending:
- Contact name spelled right.
- Subject line matches instructions.
- Requested pages attached, in order.
- Query pasted in email body if asked.
- No links behind paywalls.
When in doubt, follow the firm’s posted instructions, not a third-party list.
Do not pitch before the work is ready
Agents smell early drafts. Readers do too. Build a short readiness loop.
- Give the Overview and one sample chapter to two smart beta readers.
- Ask three questions. Where did attention dip. What promise felt unclear. Which example felt off.
- Fix repeat issues. Align samples with the Overview promise.
- Hire a pro edit pass for samples if budget allows.
A tight 30 days here saves six months of dead air later.
Follow up without being a pest
Set expectations, then wait the full window.
- If guidelines say 6 to 8 weeks, reach out in week 9.
- Keep the note short. “Checking on my proposal, Working Title, sent on June 10. Happy to resend. Thank you for the review.”
- If you receive an auto reply with a longer window, reset your reminder.
If an agent requests an exclusive, confirm scope and duration in writing.
- “Exclusive through Sept 15. Proposal and two sample chapters. Agreed.”
If you receive an offer, notify others still reading. Give a clear deadline.
- “Offer in hand. If you would like to review, I will hold open through Oct 3.”
Do not resend the same proposal
If three or more passes echo the same critique, pause.
- Rework comps to reflect current lists.
- Sharpen positioning and the one-sentence hook.
- Swap in a stronger sample chapter.
- Refresh the overview title and subtitle options.
Then try a new tier of targets. New pitch, new energy.
Build a clean submission system
A simple spreadsheet beats a pile of starred emails. Set it up once, then stick to it.
Recommended columns:
- Name
- Role, agent or editor
- Agency or imprint
- Category focus
- Why they fit, one line
- Email or portal link
- Materials requested
- Date sent
- Exclusivity, yes or no
- Follow-up date
- Status, pending, pass, partial, full, offer
- Notes, feedback themes, next steps
Block one hour a week for upkeep. Move each row forward or off the board.
Write a tight query
Use a three-part frame. One-sentence hook. Three-sentence summary. Credentials.
Hook, one line:
- For [specific reader], this book delivers [core outcome] by [unique approach].
Example:
- For burned out middle managers, this book delivers a four-week reset using small shifts in meetings, email, and feedback.
Summary, three lines:
- Outcome. What changes for the reader.
- Structure. How the book moves, parts or stages, any key features.
- Market gap. Where it sits on the shelf and what it adds.
Example:
- Readers leave with a repeatable system for 90-minute weekly leadership blocks. The book spans four parts with checklists and scripts. It fills a gap between atomic habits titles and dense management texts by focusing on time-bound practice.
Credentials, one short paragraph:
- One or two authority points, role, years, or research access.
- Proof of reach, email list, course enrollments, average webinar attendance, targeted podcasts.
- Any endorsements in principle or partners ready to co-promote.
Close with a polite line and the attachments list.
- “Proposal, overview, and two sample chapters attached per guidelines. Thank you for your time.”
Tailor each package
Small shifts raise your hit rate.
- Swap comps to match the agent’s list.
- Highlight the channel where your audience overlaps with their clients.
- Lead with the sample chapter that shows your core method in action.
- Adjust subject lines for clarity, not cleverness. Example, “Query, Business Nonfiction Proposal, Working Title.”
Quick diagnostic
If responses stalled, run this audit:
- Ten targets, all proven in your category.
- Every submission followed posted guidelines.
- Query hook fits the one-sentence frame.
- Samples align with the Overview promise.
- Follow-ups sent after the stated window.
- Feedback themes tracked and addressed.
Treat submissions as a series, not a single throw. Professional process, steady pacing, clear communication. That is how strong projects reach the right desk.
Frequently Asked Questions
What is the standard order and purpose of sections in a book proposal?
The usual sequence editors expect is: Overview and Hook, Target Audience, Market Analysis and Comparative Titles, Author Platform, Marketing and Publicity Plan, Book Details, Chapter Outline, Sample Chapters, then Appendices. Each section has a clear purpose — win attention, prove there are buyers, show how you differ, demonstrate reach, and supply the pages that prove you can deliver.
Follow that order and keep each piece tight. A predictable structure makes it easy for acquisitions teams to skim, evaluate risk, and say yes or no quickly.
How do I write a compelling overview and hook for a proposal?
Lead with a one- or two-line hook — a startling stat, a tight scene, or a provocative question — then answer the three editorial tests: why this book, why now, and why you. Use the positioning sentence: For [specific reader] facing [problem], [Book Title] offers [solution], unlike [comp].
If you’re wondering how to write a book proposal overview, keep it focused: specific reader, concrete outcome, 1–2 proof points, and a single paragraph that states scope, length and delivery timeline.
How do I choose comparative titles and write comp analysis?
Choose 4–6 comps published in the last 3–5 years that share audience or approach. For each, note title, author, publisher, year, concise strengths, one clear gap, and any sales signal you can cite. Avoid saying “no competition.”
If you need guidance on how to choose comparative titles for a book proposal, mix midlist sellers, one niche match, and one breakout title, write neutral analysis (angle, scope, tone, structure) and finish with one sentence explaining your wedge.
What should a publisher-ready marketing plan include?
A credible book proposal marketing plan names channels, cadence, targets and owners. Include a six-month pre-launch, launch-week and post-launch timeline; specific media and podcast targets with contact notes; speaking and bulk-sales strategies; partner activations; and estimated budgets for design, ARCs or ads.
Editors look for a plan that maps to your buyers. If you’re drafting a book proposal marketing plan, quantify reach (email list, impressions, expected webinar turnout) and state conversion assumptions so the sales team can model potential orders.
How should I present my author platform — what belongs in an author platform snapshot?
Create a one-page author platform snapshot that starts with your core credential, then lists current reach (email list with open/click rates, social channels with engagement, podcast/download stats, speaking history) and named partners or institutional access. Use clean numbers and brief context rather than a long life story.
Include a short growth plan showing how you will scale reach pre-launch. Editors prefer measured, demonstrated reach that aligns to the named primary reader over broad, overstated follower counts.
What formatting and submission standards should I follow?
Follow each agent’s or publisher’s guidelines exactly. Default industry standards are .docx for editable files, Times New Roman or Garamond 11–12pt, 1.5 spacing in the proposal, and double-spaced 12pt samples in standard manuscript format. Use a clickable table of contents and a clear file name like LastName_BookTitle_Proposal_v1.docx.
Test every link, proofread carefully, and provide a short permissions and rights note. A polished submission strategy for book proposals reduces friction and shows you pay attention to detail.
What are the most common positioning mistakes and quick fixes?
Common errors include pitching to “everyone,” weak or late hooks, claiming there’s no competition, inflated platform claims, and mismatched sample chapters. Quick fixes: narrow to one vivid reader, move your hook to line one, provide 4–6 up-to-date comps, produce a one-page platform snapshot with real metrics, and align your sample chapter to the overview promise.
Run the three-minute checks before sending: does the overview match the samples, are comps recent, and can you prove reach with owned-channel numbers. Those fixes often turn a pass into a request for pages.
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