The nonfiction book proposal process can feel like a confusing maze the moment you start asking questions.
In 2021, over 2.3 million books were self-published in the U.S., marking the third consecutive year that self-published titles exceeded 2 million. This surge contributes to the overwhelming landscape authors face when considering publication routes.
Some people tell you not to write the book at all until you get an agent. Others say you absolutely need to have the entire manuscript finished first. One expert says platform is everything, while another tells you to just focus on writing. It’s enough to make any nonfiction writer second-guess themselves or stall out entirely.
The truth is, the nonfiction book proposal process isn’t confusing because you’re doing something wrong. It’s confusing because the industry often sends mixed messages. That’s especially true for first-time authors trying to navigate advice that isn’t always tailored to their category, career stage, or type of book.
As publishing expert Jane Friedman puts it, “If you’re a nonfiction author, you’re not just pitching an idea, you’re demonstrating your authority, audience, and plan for selling it.”
That’s exactly what this post is here to help you understand.
We’re going to break down what a nonfiction book proposal actually includes, why the advice seems to contradict itself, and how to move forward even if your platform isn’t huge or your manuscript isn’t fully written. No jargon. No gatekeeping. Just clarity.
Why Is Advice About Nonfiction Book Proposals So Confusing?
If you’ve ever asked a simple question about the nonfiction proposal process and ended up with five different answers, you’re not imagining things. The publishing world is full of well-meaning advice but much of it sounds contradictory. That’s because it often is.
Let’s break down why the confusion happens.
Different Types of Nonfiction = Different Rules
Not all nonfiction follows the same roadmap.
If you’re writing a memoir, many agents will expect a full manuscript before you even mention a proposal. But if your book is prescriptive nonfiction, like a self-help guide, how-to, or business title, you’re usually asked to write a proposal first, long before the full book is finished.
“Memoir often requires a full manuscript. Prescriptive nonfiction usually doesn’t. That’s why the advice sounds like it’s talking out of both sides of its mouth.”
— Carly Watters, P.S. Literary
Every Agent and Editor Has a Slightly Different Take
Some agents prefer a strict format. Others want something more customized.
Some are flexible about platform size. Others won’t consider a proposal unless the author already has an audience.
Even within the same agency, you might find two agents with very different preferences; one focused on commercial viability, the other on literary quality or mission-driven work. This variation is normal, but it often isn’t spelled out in submission guidelines.
That’s why researching specific agents, reading interviews, and following them online can help you tailor your proposal with more precision.
Outdated Advice Doesn’t Help
Publishing moves fast. What worked five years ago may no longer apply.
If you’re getting your information from old blog posts, forums, or Twitter threads, there’s a good chance the advice doesn’t reflect what agents are asking for today.
Even newer advice can be misleading if it’s not tailored to your specific genre, goals, or career stage.
Traditional vs Indie vs Academic Publishing
The type of publisher you’re aiming for matters too. Approximately 45% of traditionally published books are brought to market by small or university presses, highlighting the significant role these publishers play in the industry.
The advice you hear most often tends to focus on traditional publishing, especially the Big Five houses like Penguin Random House, HarperCollins, or Simon & Schuster. These publishers typically want a full, formal proposal with a strong marketing section, a clear author platform, and proven commercial potential. They’re often looking for books that can reach a wide market and perform well in retail spaces.
Independent presses, however, may be more flexible. Some accept submissions directly from authors without requiring an agent, and they may not expect a proposal at all, especially if they focus on niche, literary, or regional projects. Others will ask for a scaled-back version of the traditional proposal, but with more room for storytelling or experimentation.
Academic and university presses prioritize different criteria altogether. They’re often more concerned with scholarly relevance, peer-reviewed credentials, and how the book fits into their editorial mission. Platform and commercial marketing may matter less, while the author’s expertise and research depth matter more.
So when you’re following advice about nonfiction proposals, remember: who you’re writing for and who you’re submitting to shapes everything.
Matching Book Purpose to Nonfiction Categories
- Help → Prescriptive Nonfiction
(self-help, how-to, business, wellness, parenting, etc.)
These books aim to solve a problem, provide tools, or guide the reader toward a specific outcome. - Teach → Academic, Reference, or Journalistic Nonfiction
(research-based, educational, or instructional)
These titles are based in expertise and often require credentials, sources, or a structured, evidence-based approach. - Reflect → Memoir
(personal story, emotional journey, lived experience)
Memoirs are meant to resonate through personal truth. They offer connection and insight through storytelling. - Entertain → Narrative Nonfiction or Literary Nonfiction
(true stories told with dramatic arcs, like biography, investigative journalism, or travel writing)
These books inform, but they lead with voice, pacing, and story structure to captivate the reader.
What Should Be Included in a Nonfiction Book Proposal?
The process of writing a nonfiction proposal can feel intimidating at first, but once you understand the core sections, it gets much easier to approach.
In fact, many agents describe a nonfiction book proposal as a business plan for your book. You’re not just showing what the book is about, you’re showing why it matters, who it’s for, and how you’ll help get it into readers’ hands.
“The proposal isn’t just about the content. It’s about how you, the author, are positioned to sell the idea.”
— Brooke Warner, She Writes Press
Nonfiction Book Proposal Template:
Overview
This is your hook. You’ll describe the core concept of the book, why it matters now, and what unique insight or solution you bring to the topic.
Why it matters:
The overview is your chance to grab attention and set the tone for everything that follows.
Target Audience
Who are you writing this book for? Be specific. Avoid saying “everyone”, agents want to know exactly who will buy this book and why.
Why it matters:
A well-defined audience helps publishers envision the market and potential reach.
Competitive/Comparison Titles
List 3–5 books that are similar to yours in content, theme, or category. Then explain how your book is different, more current, or fills a unique gap.
Why it matters:
It shows you understand the market and have positioned your book in a clear, strategic way.
Author Bio and Platform
Share your qualifications, relevant background, writing experience, and what kind of audience you already reach through your work, media, or online presence.
Why it matters:
This is where you build your credibility and show why you’re the best person to write this book.
Marketing and Promotion Plan
Outline how you plan to help promote the book. Mention platforms you already have, past media appearances, professional contacts, email lists, or speaking gigs.
Why it matters:
Publishers want authors who are prepared to participate in marketing. They’ll be looking at this section closely.
Chapter Outline
List each chapter with a brief description (usually 1–2 paragraphs each). Make sure the order and structure flow well and reflect the book’s promise.
Why it matters:
A clear outline helps agents and editors see the shape of the book, even if it’s not fully written yet.
Sample Chapters
Include one or two complete sample chapters. These should be polished and representative of the book’s voice and tone.
Why it matters:
Great writing sells the concept. Agents use these chapters to assess your skill and style.
Quick Tip
Use bold headings and clear formatting in your proposal. Agents review many proposals every week, and a clean, skimmable layout goes a long way in making yours stand out.
Prompt
Choose the easiest section of your proposal to write first. Whether it’s the chapter outline or your author bio, starting with something low-pressure helps you build momentum and avoid overwhelm.
What’s Optional, and What’s Essential in a Proposal?
When it comes to nonfiction publishing proposals, not every section carries the same weight for every writer. Depending on your topic, genre, and platform, some parts of your proposal can be flexible, while others are absolutely essential.
That’s one of the most important nonfiction proposal tips to understand: you don’t have to have everything “ready” to start drafting.
“Don’t wait to have everything perfect before starting. Proposals are meant to evolve as you build your platform and your book.”
— Jane Friedman
Let’s look at what you can be flexible with and what really needs to be dialed in before you send anything out.
What Can Be Flexible?
Your proposal doesn’t have to be set in stone. Certain sections can start as rough drafts and improve over time.
- Platform and marketing:
If you’re still building your platform, you can focus on demonstrating your plan and potential. Publishers want to see that you’re thinking ahead, even if your numbers aren’t huge yet. - Comp titles:
It’s okay to update your comparison titles as you discover new books or trends in the market. This section can shift with your research. - Chapter outline:
Your chapter summaries might change as your concept sharpens. A clear draft is good enough at the beginning. - Bio:
If you’re newer to publishing, highlight your expertise in your subject area. A strong perspective can outweigh a lack of bylines.
What Needs to Be Solid?
- Overview:
This is the heart of your nonfiction publishing proposal. You need a clear, compelling concept right up front. Agents use this section to decide if they want to keep reading. - Sample chapters:
These are non-negotiable. Whether you include one or three, they need to be polished and representative of the book’s style, tone, and message.
Memoir vs Prescriptive Nonfiction
Here’s where genre really matters.
If you’re writing a memoir, agents will almost always expect a full manuscript before they consider a proposal. Voice, structure, and storytelling are critical in this category, and they want to see how you sustain those over the course of a book.
For prescriptive nonfiction, such as self-help, business, health, or parenting, the proposal matters more than the full draft. You’ll be selling the idea, the promise, and your plan for delivering value to readers.
Helpful Tip
Don’t wait to get it perfect. Start with what you have and build outward. Most proposals go through many drafts before they’re submitted.
Do I Need a Platform to Submit a Nonfiction Book Proposal?
If you’ve spent any time researching how to submit a book proposal for agents, you’ve probably heard the word “platform” thrown around a lot.
Among traditionally published nonfiction authors surveyed, the median advance was $17,500, with 40% receiving at least $25,000. This underscores the importance of a solid platform in securing favorable publishing deals.
So let’s break it down.
In publishing, platform simply means your ability to reach readers. It’s a way for agents and publishers to see how you’ll help get your book into the world.
“Platform doesn’t mean a massive social following, it means you have access to the audience your book is for.”
— Writers House Literary Agency
That’s it. It’s not about being famous. It’s about being connected.
What Counts as an Author Platform?
A platform for nonfiction writers can look like:
- A website that acts like a visual resume
- An active email list of people interested in your topic
- A podcast with engaged listeners
- Regular speaking engagements or workshops
- A professional network in your niche or industry
- Media coverage, bylines, or thought leadership in your field
- A growing LinkedIn presence focused on your subject
In short, your platform is the collection of ways people already hear from you or are likely to discover your work.
Prescriptive vs Narrative Platform Expectations
For prescriptive nonfiction (self-help, business, wellness, how-to), platform matters a lot. Publishers want to see proof that you can move books through your credibility, audience, or professional reach.
For memoir or narrative nonfiction, platform still matters, but strong storytelling, voice, and concept may carry more weight. A powerful story and well-written sample can sometimes open the same doors that big platforms do.
“The goal of the platform section is to show that people care about your message and that you can reach them.”
— Jane Friedman
What If You’re Still Building?
That’s totally okay.
Many authors build their platform while writing their book. The key is to show that you have a plan and that your current work is already starting to gain traction.
- You can talk about your speaking gigs, guest posts, media pitches, or email list growth.
- You don’t need perfect numbers.
- You need believable momentum.
Keep Learning
Want more clarity on this topic? Check out this guide next:
Author Platform: What It Is and Why You Need One
What Can I Do Now If I’m Not Ready to Pitch My Book Yet?
If you’re not ready to query agents just yet, that’s okay. Many nonfiction writers spend months, sometimes longer, getting all the pieces in place. That doesn’t mean you’re behind. It means you’re building something worth pitching.
Instead of waiting for everything to be “perfect,” start laying the foundation now. These small, intentional steps can help you grow your idea into a strong nonfiction book proposal over time.
“Agents aren’t looking for perfection, they’re looking for potential.”
— Poets & Writers, Agent Roundtable
Practical Ways to Start Moving Forward
Here are a few things you can begin working on right now, even if querying still feels far away:
- Draft a rough chapter outline
Start mapping out what each chapter will cover. You don’t need a polished structure, just get the ideas down. - Write one or two sample chapters
Choose the chapter you’re most excited about and write it like you’re already under contract. Treat it as your calling card. - Begin audience research
Look at what your ideal readers are buying, reading, following, or listening to. What do they want more of? What’s missing? - Start building visibility in your niche
That could mean posting on LinkedIn, writing articles, starting an email list, speaking at events, or joining conversations in relevant communities.
Each of these actions moves you closer to having a nonfiction book proposal that’s not just strong but strategic.
Reminder: You’re Not Asking for Permission You’re Offering a Partnership
When you’re preparing a book proposal for nonfiction writers, it’s easy to slip into the mindset of asking for approval. You may worry that agents and editors are gatekeepers holding the keys to your future. But here’s the truth:
You’re not applying for a job. You’re pitching a partnership.
“Editors and agents need authors as much as authors need them. A great proposal isn’t a plea, it’s a pitch for collaboration.”
— Brooke Warner, She Writes Press
Agents and editors are not looking for perfection. They’re looking for people they believe in; writers who bring a clear idea, a strong voice, and a willingness to work together. A well-crafted nonfiction book proposal doesn’t beg for attention. It builds trust and invites conversation.
Final Thoughts
You have something valuable to say and there are readers out there who need to hear it.
A strong nonfiction book proposal is how you prove that your idea deserves a place on the shelf.
While the average book published today sells less than 300 print copies over its lifetime in U.S. retail channels, traditionally published books fare better, with 53% selling more than 1,000 copies. This highlights the importance of a well-crafted proposal and strategic publishing approach.
Start where you are, grow as you go, and know that you belong in this space.
You now have a clear understanding of what goes into a nonfiction book proposal, why the advice often feels contradictory, and how to move forward no matter where you are in the process.
This isn’t a mystery. It’s a skill, and like any skill, you can learn it, build it, and use it to open real doors.
Ready to Strengthen Your Nonfiction Proposal and Platform?
You don’t have to navigate the proposal process, or platform-building, alone. My coaching services are designed specifically for nonfiction writers like you who are ready to get clear, get confident, and get moving.
Here’s how I can support you:
- Get personalized feedback on your proposal sections and positioning
- Build a realistic, strategic platform without the overwhelm
- Learn how to align your message with what agents and publishers want
- Stay focused and accountable with expert guidance tailored to your genre and goals
Let’s make your proposal as strong as your ideas.
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