Parts of the Book Proposal: Marketing Analysis

The purpose of the marketing analysis section of a book proposal is to show potential literary agents and publishers that you've done your homework in regards to knowing the market or potential sales appeal of your book (or book idea). As William Cane writes,  the marketing section of your proposal should first "assert confidently that markets for your title exist", then mention major markets, followed by minor ones.

For example, Creating a Freelance Career was commissioned by Routledge / Taylor & Francis, a major worldwide publisher of textbooks, so colleges and universities are the primary market for the book. Additional markets for this book are freelancers, the self-employed and entrepreneurs--a specific business niche. And because the book covers writers, editors, musicians and composers, designers, video game developers, artists, podcast personalities/hosts and also talks about Uber and Lyft drivers and others who work in the gig economy (with references to Upwork, Guru.com, LinkedIn, FlexJobs.com, etc.) its potential sales and appeal could be huge. 

As Jane Friedman writes, "At the publishing house I worked at, this was called 'evidence of need.' Why this book? Why does it matter? What need does it fulfill?" Friedman said that so many people focus their proposals on the contents of their book when what publishers really want to see is why should they publish this book and how will it make them money.

And don't forget to include any built-in audiences you have for your book, even if they are minor. For example, the Thug Kitchen cookbooks were, in part, instant best-sellers because the authors had a website and a mailing list with a huge following, and their readers were clamoring for that first cookbook by the time it was published. If you have a large social media presence, are active in far-reaching professional organizations, are a frequent public speaker or a performer, mention these things towards the end of your marketing analysis as other ways you can help promote and market your book.

Next week we will discuss the author bio section of the book proposal and how this can be written to support the marketing section. Until then, keep writing....