| Have you ever wondered how publishers go about | | | | including bookstores and other outlets such as Target |
| deciding whether to publish a manuscript? | | | | or Wal-Mart stores.) |
| I recently talked to Andrea Mullins, the publisher of | | | | Publishers don't only look at the bookstore sales, |
| New Hope Publishers (who just happen to be the | | | | thankfully. In fact, more than half of all books sold |
| publisher of my book, Abundant Gifts). Andrea | | | | are sold through channels other than bookstores, |
| outlined the process in great detail. Though this | | | | such as mail order, warehouse clubs, special sales to |
| process might differ slightly from publisher to | | | | a variety of outlets such as corporations, nonprofit |
| publisher, most follow the same basic process. (I | | | | organizations, or associations that might buy bulk |
| know, because I have worked with at least a dozen | | | | orders. If a publisher knows a book will do well in |
| of them, as an author, editor, and/or book coach.) | | | | these channels, and the publisher already has inroads |
| Note that many publishers do not accept unsolicited | | | | into these special markets, they may publish the |
| manuscripts or book proposals. That means that you | | | | book even though they know it won't do well on the |
| usually have to have an agent, or some prior contact | | | | retail level. |
| with an editor who has given you the go-ahead to | | | | This is where it pays to do your homework, both |
| send in your proposal. If you do not have an agent | | | | about potential non-traditional outlets you may have |
| or the go-ahead from an editor, the book proposal is | | | | contacts with, and about which publishers might have |
| routinely returned with a form letter. | | | | such contacts so you can target them |
| It will be returned only if you included a | | | | knowledgeably. For instance, one of my clients has a |
| self-addressed, stamped mailer for the package to | | | | book with a potential market for college students. |
| be returned, by the way. Otherwise, you can guess | | | | We sent the proposal to a publisher that is |
| where it's dumped. | | | | associated with a college campus ministry. |
| If a publisher does accept unsolicited proposals, they | | | | 4. If all lights are green-the publisher loves the idea, |
| usually have guidelines, posted on their web site. | | | | the author has a solid platform, the numbers work |
| Make sure you follow these guidelines to the letter, | | | | out to indicate the book will sell well-the publisher |
| or you'll waste your time and your chance with that | | | | tries to determine how many books will be sold in |
| publisher. | | | | the first year. Typically, they will figure a royalty |
| Here's what happens to your book proposal, once it | | | | advance based on this number. Of course, they will |
| arrives at a publishing house: | | | | probably shoot lower at first, figuring there will be |
| 1. The proposal gets added to the pile along with a | | | | some negotiating on the part of the agent and/or |
| lot of other book proposals. Depending on the | | | | author. They will then offer the author a contract. |
| publisher's submission guidelines (check these ahead), | | | | If the publisher decides the book won't be profitable |
| the proposal may be screened first by someone. If | | | | enough for them-for whatever reason-they reject |
| an agent has contacted an editor, the proposal will | | | | the proposal or manuscript. |
| end up on that editor's desk. He or she will look it | | | | If you get a rejection from a publisher, it's good to |
| over, and make an initial decision whether to bring it | | | | determine, if you can, why the book was rejected. |
| before others in the publishing house. | | | | Sometimes they'll tell you; usually they'll just say "it's |
| 2. If the editor deems the proposal worthy of | | | | not right for us at this time." If you have an agent, |
| pitching, he or she will take it to the next "pub board" | | | | the agent can often find out what was wrong. |
| meeting. Usually the "pub board" consists of the | | | | If it's something you can fix-such as adding ballast to |
| publisher, an acquisitions editor (usually the one who | | | | your platform-go ahead and take some time to lay |
| first sees your proposal), a marketing person, a sales | | | | some more ground work before moving on to |
| manager, and a "numbers cruncher." The acquisitions | | | | another publisher. This is where an agent or book |
| editor champions your book, persuading the others | | | | publishing coach can help you. |
| as to why this book is worthy of being published. | | | | If the book just isn't right for that particular publisher, |
| The editor will have nothing to go on but your | | | | you move on and submit to another. Agents usually |
| proposal, so that's why it has to answer any question | | | | submit to several publishers on their "A list" first, and |
| a publisher might have about what the book is about, | | | | only move on to the "B list" once they hear back |
| who the audience is, why the author is qualified to | | | | from everyone on the first round. |
| write the book, what the competition is, what kind | | | | It's worth noting that you usually don't get a second |
| of marketing the author will put into it. | | | | chance with a publisher, so make sure your proposal |
| It's important to know that there are any number of | | | | is as strong as it can be from the outset. Study a |
| reasons why a publisher might reject a book, even if | | | | publisher's list; see if you can determine what their |
| they love the idea. They may already be publishing a | | | | unique stance is, and figure out how your book fits |
| book like it, or know that another publisher is going | | | | into what they're doing. Articulate that in your cover |
| to publish a similar book. They may have done | | | | letter. |
| research already, and they know that "those kinds of | | | | Look at the publisher's guidelines as posted on their |
| books" don't sell. I recently pitched a book to a | | | | site. However, I have always gone above and |
| publisher. They loved the idea, but their research on | | | | beyond what they request-and I have sold every |
| prior books like it told them that this particular book | | | | one of the books I have ever proposed (11 in all, plus |
| doesn't sell enough to warrant publishing. | | | | one book reprinted when three agents told me |
| 3. If the pub board thinks the book has possibilities, | | | | nobody is buying reprints). |
| usually they will crunch some numbers. Often this | | | | Remember, even if you are rejected by one |
| means going to special services they have access to, | | | | publisher, don't take it personally. Even books that |
| that tell them exactly how many books of a similar | | | | end up being best sellers were rejected by publishers. |
| title sold. (Regular folk don't have access to such | | | | Hang onto your vision, make sure your book proposal |
| numbers from services like Bookscan, which tracks | | | | and writing are as strong as they can possibly be, |
| how many books sell per week in retail outlets | | | | and never, never, never, never give up! |