4 Biggest Mistakes I See in Book Proposals

I’m an editor.

Translation: I evaluate a lot of book proposals.

As you’d imagine, looking at dozens of these, week after week, gives me a unique perspective on what authors do right, and conversely, how they can improve.

A lot of authors—especially first-time authors—make the same mistakes in their proposals. I feel for them in this. It’s not easy to build a compelling proposal. And Googling the topic leads to a bunch of mediocre templates and generalized advice.

So to help you build a killer proposal, here’s 4 of the biggest mistakes I see writers make. Now you can avoid them!

Mistake #1: The Brain Dump

The first common mistake I see is authors who cram far too much information into their proposal. It’s data overload. Pages and pages of information that no editor (or human) wants to wade through.

Why do writers do this? I think they assume more information adds credibility.

But thoroughness walks a thin line between informing (good) and oversharing (bad). Look for the sweet spot.

That’s a bit abstract, so let me make it concrete:

• Limit your proposal to 30 pages or less. My eyes glaze over when I get proposals 60 pages and more. My goal is to evaluate an author in a timely manner. If you make it harder to do so, chances are an editor won’t take the time.
• Include a cover page with a professional headshot. This might seem tangential, however, you’d be surprised at how little thought writers give to presenting themselves professionally. A quality headshot is like greeting someone with a smile. It matters.
• Include a table of contents. Make it easy to navigate your proposal. As an editor, while pitching a book, it’s common for other team members to request specific information—things like the size of your platform, previous publications, the quality of your potential endorsers, previous sales track, etc.

Takeaway: Excellent proposals seek impact through thoughtful brevity, not information excess. Do the hard work necessary to present your idea as a thoughtful minimalist.

Mistake #2: The platform pitch

If you have a sizable social media following, it’s tempting to rely solely on that. I regularly see proposals from influencers with tons of followers, but their book concept and sample writing is weak.

Sometimes they still land book deals. It’s one of the regretful aspects of publishing, which is, after all, a business.

However, as an editor, I try to stay objective and evaluate every proposal based on it’s potential helpfulness to the reader, not merely it’s fiscal promise. Big social media numbers don’t always lead to big book sales.

I’m looking for substance, not just followers.

Takeaway: A large audience is useless without a compelling message to share. Get feedback on your book idea from honest voices who will help you shape it into something meaningful.

Mistake #3: The platform omission

Chances are, if you’re reading this, you’re looking to grow your social media following or email list.

Without impressive numbers, how do you talk about your “platform” in your proposal?

Some writers just leave out any mention of platform. Don’t do this! If you don’t have a robust social media following, here’s some data points you can mention:

• If you know someone who has a large platform, ask them if they will promote your book, and add their metrics to your proposal
• Speaking, teaching, and podcast appearances
• Online writing (blog, published articles, etc). If you’ve been published by a noteworthy website, cite their online reach. You can ask the editor you worked with for those numbers.
• Newsletter or email list subscribers
• Projects or ministries you’ve started or participated in
• Weekly attendance #s at your church (if you’re able to share about your book there)
• Networks you’re connected to

The best thing you can do as a writer with a fledging following is to show publishers you think like a marketer.

This might sound soulless, as if writing is only about profit, not beauty. That’s not what I’m saying.

Publishing is a business. Making books is costly. Thinking like a marketer signals you understand that, and are actively building a thriving community around your writing. To show this, include things in your proposal like:

• What you’re doing to grow your audience. Use data. For example: “I am adding 50 new email subscribers per month through my website or paid Facebook ads, so in 6 months I will have [current # subscribers + 300].
• New ventures that will grow your platform. Some ventures, like trying to publish articles at Christianity Today or Missio Alliance, or speaking at a conference, can show publishers you’re serious about growth.

For example, several years ago, a friend of mine included his speaking schedule in his book proposal (see below).

It’s a compelling way to show publishers you’re on an incredible growth track.

Takeaway: It’s ok if you don’t have a massive following. Show how you plan to grow. Highlight any traction you do have!

Mistake #4: No sample writing

It amazes me, but sometimes writers submit a proposal without any sample chapters.

This is like expecting to land the lead role in a movie without an audition. Publishers need to see your writing chops.

Why do writers leave this out? A few reasons:

• Laziness (writers who don’t take the time)
• Overconfidence (writers who assume their platform is enough)
• Unawareness (no one told them they need to include it)

If a proposal lacks sample writing, I email the agent asking for it. It’s a hassle for everyone involved. So save everyone time and include it.

How much sample writing should you include? 1-2 chapters. Pick your favorites—moments in your book that shine.

Takeaway: Always include sample writing in your proposal.

Summary:

Now that you know some of the key landmines to avoid when crafting a book proposal, you can actually enjoy the process.

Here’s the takeaways in short form:

• Limit your proposal to 30 pages or less
• Hone the content through feedback (before sending to publishers)
• Project platform growth—think like a marketer
• Include sample writing

Hope this helps. If you have additional questions about book proposals, send me a message.

I’m rooting for you.

Will