What Publishers Really Want: Insider Tips for Nonfiction Authors
Understanding what publishers really want from a nonfiction author is crucial to securing a deal, especially because the publishing industry has evolved significantly over the past few years. From platform-building to crafting unique and marketable ideas, the landscape requires a blend of creativity, strategy, and business acumen. Here’s a deep dive into the key takeaways that can guide you on what publishers seek in nonfiction authors today.
1. Originality Meets Marketability
Publishers crave fresh ideas that stand out — but they look at your fresh idea in the context of books that have already done well. A unique concept can be enticing, but it needs a clear market fit. As Sam Hiyate explains, publishers look for books that are different—but not so different that they feel risky. Your idea should follow a successful framework while offering a new perspective that fills an unmet need in the market.
Pro Tip: Reference comparable books in your proposal and highlight how yours offers a distinct edge or approach.
2. Build and Showcase Your Platform
An author’s platform remains one of the most significant factors for nonfiction book deals. Publishers assess how effectively you can reach an audience through social media, newsletters, speaking engagements, or other channels.
Actionable Steps:
- Start building your email list. Unlike fleeting social media metrics, email subscribers represent a loyal, engaged audience.
- Explore LinkedIn newsletters and other platform-specific tools to grow your visibility organically.
3. Prove Your Concept Before the Pitch
Gone are the days when publishers would invest in an idea based purely on potential. Now, they want proof of concept. Just like the Sharks on Shark Tank. Viral social media content, a popular blog, or successful self-publishing efforts can demonstrate audience demand for your topic.
Case Study:
Dr. Christy Gibson used TikTok to grow her presence as a trauma expert, ultimately securing a book deal for the Modern Trauma Toolkit when her videos garnered millions of views. This validated her concept before she even pitched her book.
4. Craft a Winning Book Proposal
A nonfiction book proposal is more than a pitch—it’s a business plan. It should outline your book’s unique value, target audience, marketing strategies, and comparable titles. Publishers want to know not only what your book is about but also how it will succeed in a competitive market.
Key Components of a Proposal:
- Overview: A compelling description of your book and its purpose.
- Audience: Clear identification of who the book serves and why they’ll care.
- Marketing Plan: Your strategy for reaching and engaging your readers.
- Competitive Analysis: A comparison with similar books, showcasing your differentiators.
5. Engage in Multifaceted Marketing
The responsibility for marketing often falls on the author. Publishers provide some support for the book, it’s up to you to be the leader of your marketing plan. To drive awareness and sales through speaking engagements, podcasts, social media, and partnerships.
Sam’s Insight:
"Publishers can't create a market for you. They can amplify your efforts. Focus on building momentum before your book hits the shelves."
6. Focus on Storytelling in Nonfiction
Even in instructional or self-help books, personal stories can captivate readers and strengthen your message. Books like Artpreneur: The Step-By-Step Guide to Making a Sustainable Living from Your Creativity by Miriam Schulman weave storytelling with actionable advice, broadening their appeal beyond niche audiences.
Tip for Writers: Incorporate anecdotes, client success stories, or even lessons learned during your journey to connect with readers on a deeper level.
7. Embrace Niche Trends
Nonfiction trends like trauma-focused self-help, health and wellness, and personal development continue to dominate. There’s always room for fresh takes on perennial topics—what matters is your unique perspective.
Quick Wins:
- Identify gaps in existing literature within your niche.
- Present your expertise or experience in a way that feels personal and relatable.
What you need to know
Becoming an author in 2025 requires a blend of originality, marketability, and strategic platform-building. Publishers are increasingly risk-averse, but they’re eager to champion authors who demonstrate expertise, engagement, and passion. Whether you’re crafting a memoir, a self-help guide, or a how-to book, remember: your message matters, and your ability to share it effectively could make all the difference.
Ready to take the next step?
- Start building your platform today—whether it’s LinkedIn, YouTube, or your email newsletter.
- Polish your proposal to highlight your book’s unique value.
- Begin pitching articles or content to major outlets to test your concept and gain visibility.
Your book has the potential to inspire, educate, and transform. Publishers want what only you can offer—so make it impossible to ignore!
