3 Things Every Publisher is Looking For

In today’s issue, I want to explain 3 things that every publisher is looking for.

As an editor at Penguin Random House, I see and discuss dozens of book proposals every month. As you can imagine, sorting through so many great people and ideas is daunting. Due to sheer volume, I have to turn own most proposals in my inbox—only those few authors that really stand out land book deals.

So without further ado, What are publishers looking for? What will set you apart from the pack?

Every publisher is looking for writers with a strong platform, a compelling concept, and great writing.

Let’s break ‘em down, one by one…

1. Platform

For many writers, platform is a dreaded word. It feels overwhelming, obnoxiously self-promoting, or—for those who have put effort into it—defeating. And to be sure, there are lots of ways to approach platform poorly.

Those caveats aside, publishing is a business, which means a writer needs to have some prior momentum going, with engaged readers and a growing audience.

Publishers aren’t evil, favoring the popular and ignoring the novices. It’s very expensive to make a book, so they literally can’t afford to publish someone with a fledgling following.

Here’s a shot of hope (for those starting out in the platform-building efforts). It’s about engagement, not just volume.

If you have 130k Instagram or Twitter followers, but few comments on most of your posts, is that really valuable?

Not really. Aloof avatars are unlikely to buy books.

However, if you have 5k followers and your comments, likes, and shares are booming, publishers will notice that. In editorial meetings, we often discuss an author’s “engagement level”.

Takeaway: To grow your platform, quality matters just as much as quantity. Devote time each week to engaging with your followers in a genuine way.

2. Concept

Secondly, publishers are looking for a compelling concept.

A word of caution here, because we're all prone to assume our ideas are incredible. As a writer, be wary of "concept bias."

Concept Bias = being so excited about your book idea, you can't see it's mediocre.

Most of us overestimate the originality and creativity of our own ideas. So here's a few ways to test your ideas, to ensure they're actually compelling:

• Taps into a massive felt need readers can identify with (not just what you want to say)
  
  
• Is specific, not general (Bad example: a book for moms. Good example: a book for homeschooling moms who want better resources to disciple their kids)
  
  
• Offers a vision of a better life (example: a life that’s unhurried, where you have time to connect with family, friends, and neighbors vs. a frenetic life of hurry, distraction, and exhaustion)

Takeaway: The goal is for readers to see your book and think: Wow, I need what this book offers. That's the exact problem I struggle with. Maybe this book will help guide me to a better life.

3. Content

Lastly, publishers are looking for clean, organized writing that sings.

None of us can flip a switch to instantly improve our writing chops. Good writing comes from the following habits:

• Read a lot, across many genres
• Write several times a week (at scheduled times)
• Seek feedback from better writers

If no one critiques your writing, how will you improve? Practicing in isolation just reinforces your bad habits.

Takeaway: Rather than expecting literary lightning to strike, cultivate a weekly rhythm of writing and feedback from better writers.

To Summarize:

1. Grow your platform by strategically AND authentically engaging with people.
   
   
2. Focus your concept on what readers want and need, not just what *you* want to say.
   
   
3. Write constantly and welcome feedback from better writers.

Use this playbook to focus your efforts. I sincerely hope it helps you launch your writing into the world!