In case you missed it on Instagram, we got a dog!
Meet Pepper, the newest addition to our little family. She’s a blue merle Australian Shepherd we adopted through the great folks at City Dogs Rescue, and she loves pets, couch-laying, and Breakfast Jacs. She was rescued from southwestern Virginia (where we visited her in January!) and spent the past two months making, birthing, and mothering 8 beautiful little pups who also went to their forever homes last Sunday.
Pepper’s a hard worker who naps next to me while I work from home. Anybody know of a part-time job I could sign her up for?
In publishing news, we’re right in the thick of submissions season, so I’ve been thinking a lot about the kinds of authors I want to help grow. I mentioned in this post how important engagement and voice is for getting a book deal—it’s not enough to just have a huge platform anymore.
But the trickiest thing for me to explain when I’m chatting with potential authors is the exact configuration of attributes I want in a client. And that’s because (of course!) there is no one answer. Which brings me back to the standard publishing answer: it depends.
So, instead of rattling off a long list of things I like to see in potential authors who are ready for a book, I want to talk today about how diverse—wonderfully diverse!—the paths to success can be. There is such a complex interplay of platform, concept, storytelling/perspective that makes a project attractive, and my job is to help authors see where they can most shine.
Lately I’ve been thinking of a well-rounded book as:
platform + concept + storytelling = a great read.
Each of those three elements, while always present, can step into the foreground or recede into the background depending on each author’s particular talents.
But the only way to make this concept fully come to life is to tell you the stories of a few of my first-time authors and how they got their book deals. My hope is that these case studies will bring into the light something we don’t talk often enough about:
There is no one path to success.
There is no one right way to get a book deal. There is no checklist or step-by-step plan that will guarantee your success (and often, one-size-fits-all approaches can stifle the uniqueness that’s vital to success).
And though we do build deep reservoirs of best practices over many years of working with authors, every one of my authors has different goals and therefore deserves a different strategy. After all, not every book exists for the same reason, so why should every author get a book deal for the same reason? That’s what I hope these case studies will show—how to get a book deal that fits your particular strengths.
A few things to keep in mind about these book deal case studies:
- All three books sold at auction with advances in the $75,000-$100,000 range.
- All three authors were first-time authors who built their platforms, from scratch, on their own—they were regular people who, day in and day out, started to share their work, build an audience, and earn the respect of their communities. No celebrities here!
- All three authors received very different proposal treatments—again, one-size-fits-all just doesn’t work!—which highlighted their particular strengths and helped them get their book deals.
- All three book deals were cookbooks sold to publishers in 2016. I wanted to remove the variables that exist between different categories and from year-to-year as the market changes, so that those fluctuations wouldn’t interfere with illustrating how these projects were valuated.
Book Deal #1:
This author is a talented photographer whose photos dazzled editors. She also has a fascinating, unconventional life story and wrote a proposal which one editor told me brought her to tears. It was a visually beautiful, highly personal proposal that showcased the author’s strength as a forward-thinking recipe developer, a skilled photographer, and a rising star in food media. The editor that acquired this project told me that she fell in love with the author’s unique perspective and story, and that it was this unique point-of-view, rather than platform metrics, which ultimately won over her team and allowed her to offer competitively on the project.
Traffic: 100,000-200,000 page views per month
Social media reach: Around 50,000 followers across platforms
Press: Heavily buzzed about in top-tier food media; writes regularly for a major-market newspaper
Speaking engagements: Regularly invited by colleagues to speak on food culture panels and at conferences
Awards: Recently received 3 high-profile, national awards
Connections: Very well-connected and has real friendships with movers and shakers in the food community; foreword contributed by a top food writer
Takeaway: This author’s storytelling and unique voice are what pushed her project over the top, but she had the necessary foundation of a strong concept and critical acclaim to back it up.
Book Deal #2:
This author has an incredibly popular blog, where millions of readers come again and again because they love her practical approach to home cooking. Her readers love her recipes because they work every time, and they know they can trust her with their time and their ingredients. The concept was highly practical yet elegant, and it offered a new perspective and new insight on how to cook more easily at home. The book is also targeted to the average home cook—a very broad audience. The author’s large and engaged platform was a clear sign that she was already winning the trust and admiration of readers—readers who would be eager and excited to buy her cookbook, just as editors were excited to buy the cookbook proposal.
Traffic: 4 million page views a month
Social media reach: Around 800,000 followers across platforms, as well as an email list of over 100,000 with extremely high engagement
Press: A long list of print and online outlets who had featured her work
Speaking engagements: None
Connections: Had a great list of high-profile connections who were willing to review an early copy of the book for possible endorsement
Takeaway: This author’s very large platform clearly shows that she is already producing recipes and writing that readers think is worth their time. Yet it was crucial that we still come up with a concept that did something new, without going so niche that we created a book only a segment of her readership would like. The author’s emphasis on telling engaging stories with her recipes and sharing snippets of her life also brought the world of this cookbook (and cookbook proposal) to life.
Book Deal #3:
This author is very well-known in his particular niche in the food blogging community. His writing is personal, authentic, and vulnerable, and therefore his readership, though on the smaller side, is highly engaged and supportive of all his new projects. He was also able to identify a significant trend in the food blogging world that hadn’t yet been explored in a full-length cookbook and to make a very convincing argument as to why he was the expert in this particular niche. Ultimately, editors were excited about this proposal because it offered something new—it had an entirely unique angle that both filled a hole in the marketplace and fulfilled a real need in people’s lives.
Traffic: 500,000 page views a month
Social media reach: Around 45,000 followers across platforms
Press: Some online press, but particularly strong brand partnerships that were relevant to the book concept
Speaking engagements: None
Connections: Well-connected to other bloggers within his niche
Takeaway: For this project, concept was king. It’s so rare to find a real hole in the marketplace, especially because we also need to show that it’s a hole people actually want filled! Yet this author was savvy enough to carve a niche for himself in this space and to use his great personality and real-life stories to build a small, but mighty audience for himself.
As you can see, all of these authors had one leading strength (platform, concept, or storytelling), but they had to exhibit all three of those elements to be well-rounded authors. And even though their paths (and stats!) were incredibly different, they all received fantastic book deals with great publishers, and even more importantly, they’re all well-positioned to make their books successful.
This is why it’s pointless to compare your path to anyone else’s, and it’s also why I hope you never forget that:
Your book is unique. Your platform is unique. Your path is unique. Don’t try to change that. 🙂
What I’m Reading This Week:
Organized Enough is here! (Amanda Sullivan): We celebrated the release of Organized Enough last week with my client, Amanda Sullivan, at a packed reading and book signing at The Corner Bookstore! This is the book to buy if “get organized” was one of your New Year’s resolutions. Amanda is equal parts wise and gracious, and her advice is that gentle kick in the tush you need to finally get organized enough. (And if you think I’m just being biased, watch her in action yourself on WPIX!)
A Brown Kitchen (Nik Sharma): A huge congratulations to my client Nik Sharma whose San Francisco Chronicle column, A Brown Kitchen was just nominated for an IACP award! If you don’t already follow his blog, why not start now?
The Truth About The New York Times and Wall Street Journal Bestseller Lists (Tim Grahl): Tim Grahl has updated this essential read to reflect new changes that are happening with “The List,” as we call the NYT list. This is exactly why I always hesitate to let authors get too attached to “hit the NYT list” as a goal. There are just too many variables, and the hard truth is that it does matter who your publisher is, who you are, and whether your book is being “watched”–it’s not just about copies sold.
How to Read More and Internet Less (Danika Ellis for BookRiot): “At some point–usually while taking Buzzfeed quizzes–I know I’m no longer even enjoying myself and would benefit immensely from just picking up a book instead, but I can’t seem to resist the siren song of the internet. Maybe you have amazing self control and never find yourself in that mess, but just in case, I thought I would share some ways that have worked for me in limiting my internet use and maximizing my reading time.”
7 Useful Insights for Savvy Book Marketers from Digital Book World 2017 (Goodreads Blog): Graphs, charts, and snippets of takeaways: all the DBW nerding-out you could want!
Where to Find Opportunities to Teach (and Supplement Your Writing Income) (Eric Maisel on JaneFriedman.com): Teaching others is a fantastic way to both build your platform and help others along the way, but just like with anything else, it usually takes starting small to grow this facet of your portfolio and platform.
A Vanderbilt Library Comes to Life (CJ Lotz for Garden & Gun): We adored visiting the Vanderbilt library when we were there in January, but we just missed this fantastic exhibit: “A new exhibition at the Biltmore Estate in Asheville, ‘Designed for Drama: Fashion from the Classics,’ opens February 10 and pays tribute to George Vanderbilt’s love of literature by presenting a selection of his favorite tomes alongside more than forty costumes from their screen adaptions.”
What We’re Eating
Monday: We were off work for President’s Day and focused on settling in with Pepper, so naturally, all three of us ate a lot of hot dogs and not much else.
Tuesday: We received our extra-early air freight copies of the Add a Pinch cookbook, and so we’ll be eating Robyn’s delicious food all week! This book is so full of heart and good food and sweet stories, and your home will be a little happier if you add this book to your collection. (Not to mention the fact that we had THE BEST of all time short rib tacos on Tuesday night using Robyn’s slow cooker short rib recipe. There were words had at the dinner table over the last scraps of meat–even Pepper was drooling all over the floor over them!)
Wednesday: Robyn’s Jambalaya, also from Add a Pinch. And you know because it’s Wednesday that this is an extra-easy, one-pot recipe.
Thursday: I’m at a volunteering shift, so leftover Jambalaya it is. (The crowds rejoice.)
Friday: Baked Chicken Spaghetti from Add a Pinch. I’ve never had Southern-style Baked Chicken Spaghetti, but you know you can’t go wrong when something like spaghetti is South-ified.