Thinking Like Your Editor

1. Editors prioritize audience appeal over writing style in serious nonfiction.

Every decision about your book, from whether (or not) to make you an offer of publication, to the size of the advance, whether to edit it (or just let it go to the printer with a copyedit of what you have written), to how it is jacketed, marketed, advertised, and sold, will be based on answers to these questions: Does this project have a self-selecting book-buying audience? If yes, who makes up that audience? What will this book say of significance to those within this audience? Will this audience, once made aware of this book, go out and buy it?

Commercial viability. Editors primarily assess a project's commercial viability, focusing on its potential to attract a self-selecting book-buying audience. This means understanding who the core audience is, what significance the book holds for them, and whether they are likely to purchase it. Writing style, while important, takes a backseat to these considerations in the initial evaluation.

Audience identification. The success of a serious nonfiction book hinges on identifying and catering to a well-defined core audience. This involves understanding their interests, needs, and expectations. Editors seek projects that resonate with a specific group of readers who are likely to invest time and money in the book.

Beyond writing skills. While strong writing skills are essential, they are not the sole determinant of a book's success. Editors prioritize projects that offer clear value to a specific audience and demonstrate a strong understanding of the market. This requires authors to think like editors and consider the book's potential appeal to readers.

2. A well-crafted proposal is crucial for securing a publishing contract.

A better proposal will bring you bigger bucks and faster turnaround in the decision process.

Proposal's importance. A well-crafted proposal is essential for securing a publishing contract and influencing the size of the advance. It serves as a blueprint for the book, demonstrating the author's vision, expertise, and understanding of the market. A strong proposal also generates in-house enthusiasm and influences marketing and publicity efforts.

Key elements. A compelling proposal should clearly articulate the book's topic, thesis, target audience, and the author's qualifications. It should also address the question of why the book is timely and relevant. The proposal should be written as a short story, engaging the editor's interest and leaving them wanting more.

Benefits of a strong proposal:

• Higher advance
• Faster decision process
• Increased marketing and publicity support
• A clearer roadmap for writing the book

3. Fairness in argument enhances credibility and persuades readers.

If you don’t make the best case for the other Side’s position, you will sorely challenge your best readers to do so.

Building trust. Fairness in argument is crucial for establishing credibility and persuading readers. This involves presenting opposing viewpoints accurately and respectfully, even when disagreeing with them. By acknowledging the strengths of alternative perspectives, authors demonstrate intellectual honesty and build trust with their audience.

Avoiding bias. Authors should be wary of allowing personal biases to cloud their judgment or distort their presentation of evidence. This requires a commitment to objectivity and a willingness to challenge one's own assumptions. It also means avoiding ad hominem attacks and other fallacious arguments.

Strengthening the argument. By addressing opposing viewpoints fairly, authors can strengthen their own arguments and make them more persuasive. This involves anticipating potential objections and providing well-reasoned responses. It also means acknowledging the limitations of one's own position and being open to alternative interpretations.

4. Narrative tension engages readers and drives the story forward.

All my books tell a story.

Holding attention. Narrative tension is a powerful tool for engaging readers and keeping them invested in the story. By creating a sense of anticipation and suspense, authors can compel readers to turn the page and discover what happens next. This involves introducing conflicts, raising questions, and withholding information strategically.

Humanizing the story. Narrative tension also humanizes the story by connecting it to the human condition. This involves exploring the emotions, motivations, and relationships of the characters involved. It also means highlighting the stakes of the story and demonstrating its relevance to the reader's own life.

Balancing narrative and argument. While narrative tension is essential for engaging readers, it should not come at the expense of intellectual rigor. Authors must strike a balance between storytelling and analysis, ensuring that the narrative serves to illuminate the argument and not distract from it. This requires careful planning and a clear understanding of the book's overall goals.

5. Introductions should clearly state the book's thesis and value proposition.

The most important factor in determining success is a strong submission package.

Setting expectations. The introduction is the first opportunity to make a strong impression on potential readers. It should clearly state the book's topic, thesis, and value proposition. This involves outlining the book's main arguments, highlighting its unique contributions, and explaining why it is relevant to the reader.

Spilling the beans. Authors should not be afraid to "spill the beans" in the introduction by revealing the book's key insights and conclusions. This demonstrates confidence in the material and assures readers that the book will deliver on its promises. It also provides a framework for understanding the rest of the book.

Establishing credibility. In addition to outlining the book's content, the introduction should also establish the author's credibility and expertise. This involves highlighting relevant qualifications, experience, and research. It also means addressing any potential concerns or questions that readers may have about the author's perspective.

6. Context chapters provide essential background information for readers.

The more complex a treatment your book requires, the more it will require intensified reader involvement, and the better it will be served by a simple structure.

Setting the stage. Context chapters provide essential background information that helps readers understand the story and its significance. This may involve exploring the historical, social, or cultural context in which the story takes place. It may also involve explaining key concepts, theories, or events that are relevant to the story.

Easing the reader in. Context chapters should be written in a clear and accessible style, avoiding jargon and technical language. The goal is to ease the reader into the story and provide them with the necessary foundation for understanding the more complex material that will follow. This is especially important for readers who may not be familiar with the topic.

Balancing context and narrative. While context chapters are essential, they should not overwhelm the narrative. Authors should strive to strike a balance between providing background information and moving the story forward. This may involve interweaving context with narrative or breaking up long context chapters into smaller, more manageable sections.

7. Authors should actively participate in the marketing and publicity process.

You are now ready to help your book get off to a good start by creating a little buzz about it.

Generating buzz. Authors should actively participate in the marketing and publicity process to generate buzz about their book. This involves identifying key influencers, reaching out to potential reviewers, and leveraging social media to promote the book. It also means being prepared to speak about the book in public and engage with readers.

Working with the publisher. Authors should work closely with their publisher's marketing and publicity teams to develop a comprehensive strategy for promoting the book. This involves understanding the publisher's goals, resources, and target audience. It also means being proactive in suggesting ideas and providing support.

Leveraging personal networks. Authors should leverage their personal networks to promote the book. This involves reaching out to colleagues, friends, and family members to spread the word. It also means attending conferences, giving talks, and participating in other events to raise awareness of the book.

8. Understanding the publishing process empowers authors.

Things are seldom as black and white as we fear they might be.

Demystifying the process. Understanding the publishing process empowers authors to make informed decisions and navigate the industry effectively. This involves learning about the roles of editors, agents, marketers, and publicists. It also means understanding the different stages of the publishing process, from proposal to publication.

Navigating the system. By understanding the publishing process, authors can better advocate for their work and ensure that it receives the attention it deserves. This involves knowing how to negotiate contracts, provide feedback on jacket designs, and participate in marketing and publicity efforts. It also means being prepared to handle rejection and setbacks.

Building relationships. The publishing process is built on relationships. Authors who cultivate strong relationships with their editors, agents, and other industry professionals are more likely to have a positive and successful publishing experience. This involves being responsive, collaborative, and respectful.

9. Credentials and expertise build trust with publishers and readers.

Who the author is seems just as important as what the author has to say.

Establishing authority. Credentials and expertise play a crucial role in establishing trust with publishers and readers. This involves demonstrating a deep understanding of the topic and a proven track record of research and writing. It also means having a platform or connection to the topic that makes the author uniquely qualified to write about it.

Building a platform. Authors can strengthen their credentials by publishing articles, speaking at conferences, and engaging with the public on social media. This helps to establish them as thought leaders in their field and increases their visibility to potential publishers and readers. It also provides opportunities to test ideas and refine their arguments.

Communicating expertise. Authors should communicate their credentials and expertise clearly and concisely in their proposals and marketing materials. This involves highlighting relevant degrees, awards, and publications. It also means explaining how their background and experience inform their perspective on the topic.

10. A question-driven approach can unlock a book's potential.

Every work of serious nonfiction begins with a question the author has about the topic and ends with an answer the author wants to provide.

Finding the core. A question-driven approach can unlock a book's potential by providing a clear focus and purpose. This involves identifying a central question that the book seeks to answer and structuring the narrative around that question. It also means using the question to guide research, analysis, and argumentation.

Engaging the reader. A compelling question can engage the reader's curiosity and motivate them to continue reading. This involves framing the question in a way that is both intriguing and relevant. It also means demonstrating the significance of the question and its potential impact on the reader's understanding of the world.

Providing a framework. The question serves as a framework for organizing the book's content and ensuring that it is coherent and focused. This involves selecting relevant evidence, developing a logical argument, and drawing clear conclusions. It also means avoiding tangents and digressions that do not contribute to answering the question.

Last updated: February 12, 2025