Book Proposals in the Digital Age


By

Writer's Digest (October 2011)

I started my first publishing job in 1998, and I immediately started reviewing nonfiction book proposals as part of an editorial team.

By 2010, what constituted a strong book proposal had dramatically transformed. You can probably guess why. The Internet has forever changed how we discover, access, and distribute information and entertainment. For a nonfiction (non-narrative) book to be published these days, it needs a unique selling proposition that can overcome objections based on, “You can get that for free on the Internet,” or “The Internet offers a better solution or experience.”

In my October 2011 article for Writer’s Digest, “Book Proposals in the Digital Age,” I identify 3 issues you must address in every book proposal. You’ll need to buy the issue for all 2,500 words I spill on this topic, but from a big-picture perspective, here’s what I say.

1. Your competitive analysis can’t stop at print.

A book proposal’s competitive title analysis typically evaluates what key competitors are on the shelf. But that’s not good enough any more. You also need to uncover the following:

  • Best-selling ebook-only titles (whether traditional or indie)
  • Top blogs and websites
  • Multimedia options and applications

When you’re ready to write your proposal, the most visible and competitive online and multimedia offerings should be described. Which brings us to our next point …

2. What’s your evidence of need for a print book?

Why is your book needed if people can find the information or advice they need from an online community or a tablet/mobile application? (Just imagine the kind of competition in the categories of travel, cooking, and reference!)

There may be a very good reason your book will successfully compete against the online world, but you can no longer assume people will buy a book as a solution to their problem. You may even realize, in the process of researching the online competition, that what you should do isn’t write a book, but get started with a blog or community site instead!

This, in fact, is what I often recommend to authors who are working in categories where advice and resources are abundant online. (There are ways to monetize online information, but that’s not what this post is about.)

Once you have a significant online readership, then you might successfully argue that you have a captive audience for any books you author. (This is how most popular bloggers land book deals.) But your captive audience probably needs to be at least 50,000 visitors per month, if not double that, to merit the interest of a commercial publisher. And by that point, you may be far more interested in self-publishing!

3. You need an online content strategy

A print (or electronic) book is not and should not be the final step in the publishing game, or in your career. Agents and editors want to see that your book is not the beginning OR end of the road—that it is merely one aspect of your much larger purpose and strategy for developing content and serving a readership, online and off.

So, think creatively about what can or should be done outside the book format. What are you already doing that can support the book and give it a presence or companion online? How can the content in your book be divided or reworked? Could it be customized or personalized? Have you thought about audio or video versions or supplements? Could you create an online class? How about an e-newsletter?

Bottom line

We’re still experiencing a revolution in how we find, use and share information—and your proposal must demonstrate why the book form is a smart and viable way to deliver your advice or information.

I believe that we’ll eventually see the book form (as we know it today) disappear for many nonfiction categories. (See my interview here with Michael Hyatt for more on this.) Don’t despair, though. Thinking beyond the book (and off the page) is primarily a creative and imaginative act. You still get to share your message or information, but in a more useful and dynamic way.

To read my full article on book proposals in the digital age, click here to purchase the October 2011 issue of Writer’s Digest (as a PDF).

Opt In Image
Writing + Money + Life

If you enjoyed this article, then I think you'll love Scratch, a new digital magazine that I founded to help writers learn more about the business side of publishing. It explores how a writing life can be sustained—and even thrive—in the digital age, and writers share thought-provoking stories about the role money plays in their personal lives and careers. Browse the free preview issue here.

  • J.P. Hansen

    “I believe that we’ll eventually see the book form (as we know it today) disappear for many nonfiction categories.” Probably true in many ways. But books won’t disappear. Neither will newspapers. They will just take on a different function and meaning in the new culture. Think about it: Gutenberg did not cause scrolls to go away. They are now used in decorative, sacred, and ornamental contexts and mean various things other than simply a way to convey info.

  • http://www.janefriedman.com Jane Friedman

    Agreed!

  • http://IrvingsJourney.com Irving Podolsky

    If you think about it, the internet is supplying the world’s knowledge to everyone, from everywhere. And this will include all the books Google is scanning. So buying a book is not necessarily about just the content anymore. It’s about having something very special from the author, which is why I love signed tomes. And also why I’m attracted to talking to authors through their blogs, as I am doing with you.

    Furthermore, once in print, a tangible book is more difficult and costly to update. So I see eBooks addressing this issue. But is an eBook really a book? It’s actually a delivery system.

    Personally, I am not a lover of books as is my wife. I am a lover of content. And I want it current, and I want it fast. But when content is only available within traditional hard or soft cover books, I won’t even blink before ordering one through Amazon. I don’t think books are in as much trouble as brick-and-mortar book stores. But that’s “old news.”

    Irv

  • http://virtualDavis.com virtualDavis

    Super recap of a super article, sage! Always good to sit around your campfire. In response to your “Bottom Line” and J.P. Hansen’s comment, I’d posit that books (perhaps much like the scrolls mentioned) will increasingly become luxury items and/or marketing packaging. Consumers will be drawn to evermore frictionless information vehicles especially as these evolve to offer richer, more interactive experiences. But books make handsome gifts and nostalgic interior design. And they [still] provide the single best “packaging” for many titles even if the information is consumed digitally via audio, ereader, video, game, etc. bundled with the paper and ink edition. FYI, especially drawn to your #3, Jane. When are you going to offer a conference talk, webinar or article on this? Or have I missed it? Want to know your thoughts. Cheers!

  • http://www.janefriedman.com Jane Friedman

    I’m curious to see in the future what will become that “special” personalization from the author that merits a premium purchase price. Today I suppose a signed print edition serves that purpose (in part), but I suspect that will give way to some other form of personalization or luxury …

  • http://www.janefriedman.com Jane Friedman

    Thanks, George! I’ll give some thought to a more formal article/talk on content strategy. There are far better experts than me when it comes to content strategy (see Erin Kissane at http://incisive.nu/), but I think the experts probably talk above the head of most writers.

  • http://virtualDavis.com virtualDavis

    Cool. And I’ll check out Kissane’s site. Thanks. Agree that most content strategy wonks are not addressing a writer audience, but re-purposing our work is a vital part of this exciting new paradigm. Your knack for cogitating and communicating to writers/storytellers/publishers would ensure the merits of your efforts. Thanks! :-)

  • Pingback: Writer’s Digest Conference 2011, Part #1 « virtualDavis