How to Write a Non-fiction Book, version ii, part 5

Your writing is coming along nicely. It's time to think about a publisher.

Now if you know a bit about these things, you may have thought that with a non-fiction book - unlike a novel of course - you tend to pitch an idea first before writing. Theoretically so. And once you're established you can have a brainstorming conversation with your publisher on the phone to work up an idea and they may well give you a contract on nothing more than a high-level proposal. But I'd like to suggest why - especially with your first book- it's worth doing significant writing before you approach anyone.
1. Your first book is critical. If it doesn't do that well it will be very hard to get a second deal. Don't rush it just for the excitement of early publication. Give it plenty of thought. The topic may have produce a glorious 500 word post on your blog; but maybe that's it and that' dhow it should be left rather than trying to squeeze a whole book out of it.
2. Most authors find that the writing process is essential to the clarification of their thoughts. Through it their ideas are refined and they discover what they really want to write about. Hence your proposal will be stronger. Write at least several chapters. Certainly write the introduction and starting chapter and closing chapter. If those all flow well and you feel there is plenty to write that's a great sign.
3. As a first time author you are highly likely to be asked for a significant amount of text/copy before you get a 'go-ahead'. Your   is testing you on every level: can you produce, can you produce to time, is your product any good etc. You might as well have this ready.

So: step 1, get your product ready.

Step 2: go to your book-shop, library and search out the books which seem to be of your 'positioning'. And by that I mean, your topic areas, your audience. That's a likely publisher to approach.
Step 3: approach them. But do it the officlal way. Go to their web-site and there's probably a prompted method of sending a proposal. Do that. Don't send a manuscript attachment to individual names unless asked to: it just fills in-boxes and annoys someone who may later be a decision-maker on your proposal.

Step 3: realise that publishers are desperate for great new books. Really. They get thousands of 'me-toos'. So when sending in your proposal, remember they are looking for two main things: quality i.e. is this decent writing? But is it a great idea? However good the writing, if it is simply another book on leadership with no fresh angle, they are unlikely to take it. Unless you are a celebrity and even that aspect of publishing is falling out of favour.

To summarise:
1. Create as much of your product as you can so that you are confident you know what it is.
2. Identify some target publishers.
3. Approach them following their rules but remember the book can't be just good; it must be marketable.

Quick case study. 

During 2008, I had a bit of fun with some posts on The Blackberry, juxstapositioning our traditional e.g. Blackberry Picking with a modern equivalent for the (electronic) Blackberry user. The posts were well received and I thought maybe a Little guide-book would be helpful: a summary of the post with some simple line drawings etc? No, no, no was the view from every publisher until I created it myself an put it up on amazon. Then suddenly a few publishers were after it and now it will be 'formally' published by a 'real' publisher this coming September. The moral of the tale: it can take a heck of a long time to get a good idea across to a publisher: the more 'real' you can make it for them, it's better for them and it's certainly better for you.