Simply put, the proposal is the marketing plan for your book. Well-established authors and a rare handful of people may get away with a minimal proposal and a few sample chapters, but the vast majority of the books that get published in the traditional manner have to have solid proposals to even get an agent, and even more solid to get a publisher.
A book proposal should include:
- Overview — This is the equivalent of the executive summary in a business plan. This should be a single page and should be attention-grabbing. Think back-cover copy.
- Author Bio(s) — Just as you would prepare bios of the executive team in your business plan, focus on past successes and other qualifications for writing this book. Also, be sure to include if you have a "platform"—regular speaking engagements, a radio show, a newsletter, or a well-trafficked Web site—which will indicate your ability and readiness to promote the book.
- Market analysis — Answer the seven questions from page one. Who will buy this book and why? Why is the timing on it important (if it is)? Again, make sure your estimates are realistic, not pie-in-the-sky.
- Competitive analysis — Some people downplay this in the proposal—I think it's one of the most important parts. If nothing else, it shows you've really done your homework. I recommend a detailed comparison of 3-5 of your closest competitors, and some general comparisons, including titles, against similar categories of books. Most of all, show how you differentiate your book.
- Marketing plan — How do you propose to promote the book? Do you have a platform? Are you planning on doing book signings? Advertising? Promoting it on the Internet? Targeting organizations and corporations for bulk purchases?
- Endorsements — It's never too early for endorsements. Endorsements help sell the book—they'll help sell your proposal. Send your proposal and sample chapters to whoever you know whose endorsement would be meaningful. Be sure to include not only some familiar names, if you can get them, but also people whose companies and title indicate support for your book within your industry. That helps indicate a receptive market.
- Proposed format — Describe your book in terms of number of pages, dimensions, binding, artwork, etc.
- Extended Table of Contents — Include a list of all the chapter titles and a brief, one-paragraph description of each chapter.
- Sample chapters — You need enough to demonstrate your writing style and to show that you can deliver.
