Having worked in academic publishing for six years, I’ve seen my fair share of proposals. In the nonfiction world, they’re a pretty common way of securing a publishing deal before the book is even written: Subject expert authors send over a document that pitches the general structure and concept of the book, publishers consider it (and often get it reviewed by other experts in the field), and then they strike a deal.

If you want to learn more about putting together a book proposal of your own, you’ve come to the right place. In this post, I break down what a book proposal is, when it can be useful to have, and how to put one together that stands out in the slush pile of submissions. If you’re ready to get writing, you can also get more in-depth guidance with my proposal template.

What is a book proposal?

A book proposal is a document that is part-outline, part-pitch. Typically between 10 and 50 pages, it’s not a complete manuscript, but it offers agents or publishers the opportunity to get a substantive feel for the essence of your story and your writing style. Primarily a marketing tool (that’s where the pitch part comes in), a good proposal will always include:

• What the book covers;
• Who will buy the book;
• Why you’re the best person to write it; and
• How you’re going to approach and convey the message.

It’s really about building a complete argument for why this book idea is a good one, why you’re the best person for the job, and why the agent / publisher should get on board. In other words, it’s about creating buy-in for your book. That means your proposal must also show evidence of need. Why is this book beneficial? Why will readers care enough to buy it?

Successful proposals are the ones that not only capture everything your book is about but also make a compelling case for why agents / publishers should invest in you and this project.

What are the common elements of a book proposal?

Different agencies and publishers will have slightly different requirements, but largely book proposals include the following elements:

• An overview of what the book is about and why someone would want to buy it
• A description of your target audience
• An analysis of the market and potential comparable titles
• An author bio and description of any existing platforms
• A marketing and promotion plan
• An extended table of contents with chapter outlines
• Sample chapter(s), if written
• Projected length and writing timeline

I go into more detail about what each of these elements entails in my proposal template.

When to write a book proposal

For most nonfiction books—from academic texts to thought pieces to cookbooks—a proposal is typically the starting point of the project. Although some authors will approach agents or publishers with complete manuscripts, it’s much more common (and more energy- and time-efficient) to approach them first with a proposal to see if your idea has legs and can get the resources and support you need to proceed.

While it’s much more unusual to write or need a proposal for fiction books or poetry collections, there are a few instances where it can be helpful:

1. Before you begin writing the manuscript, a proposal can be a really useful tool for ensuring you’re staying on track both with your intended goals and how you want to position your book in the market. It can also help you capture elements about your approach or target readers that could help highlight your book’s unique selling points in your query letter.

2. If you have a partial manuscript and have started querying agents, sometimes agents will ask for a proposal or a shorter pitch document in advance of seeing sample chapters. It also never hurts to have a honed synopsis or sample marketing blurb ready to go.

3. If you’re an established author, especially if you have a multi-book deal with a publisher, you may be asked to write a proposal to contract your next novel rather than waiting to secure a deal after you finish a complete draft.

How to write a compelling book proposal

When it comes to what makes a compelling proposal, there’s no one-size-fits-all approach. Much like your query letter or the book itself, you want to tailor it to the needs of both your project and the person you’re trying to convince to invest in it. At the end of the day, publishing is largely a commercial industry, so what speaks to agencies and publishers the most is commercial viability. You could have the most expertly crafted, beautifully written book, but if no one buys it, agents / publishers won’t consider it a successful. So, building a convincing, well-researched, and evidence-backed proposal—particularly with respect to the market analysis, competitor titles, and promotion plan—is what really helps it stand out.

For more detailed guidance on how to maximize the potential of each element of your proposal, check out my proposal template.