Aspiring authors often dream of landing a substantial advance, envisioning it as a ticket to dedicated writing time, relaxation, or even funding their children’s education. However, securing a six-figure advance demands significant effort and strategic planning. It’s about demonstrating to publishers that you’re a worthwhile investment. Whether you’re a doctor promoting a groundbreaking diet or a parent with a proven method for managing children’s behavior, preparation is key.
The difference between authors who command six-figure advances and those who remain in the mid-list lies in two critical areas:
1. Treating their book as a business venture.
2. Having a pre-existing and engaged audience.
Your book proposal should function as a business plan for your book. Recognize that your book is part of a broader professional portfolio, encompassing speaking engagements, related products, and future book projects. Successful authors continuously seek ways to expand their reach.
According to literary agent David Hale Smith of DHS Literary, who represents New York Times bestselling author Cheryl Richardson, he seeks authors who are financially independent and view their book as an integral component of a thriving career. This perspective is highly valued by agents and publishers alike.
Based on my experience in media coaching and developing marketing strategies for authors who achieve six-figure deals, three core actions consistently stand out:
1. **Swift Responsiveness**
Successful authors respond rapidly to opportunities. Rich Fettke, author of *Extreme Success*, promptly prepared answers to anticipated questions from editors before a meeting in New York. Editors often seek face-to-face meetings with authors they believe have high potential.
This quick response is crucial during publicity campaigns. When an author’s topic gains traction, they may be asked to travel on short notice for TV appearances, radio interviews, print features, or speaking engagements. Hesitation can lead to missed opportunities.
Publishers who have made a significant investment expect this level of commitment to recouping the advance, which is a challenge for many authors.
2. **Engaging Public Speaking**
The days of authors working in isolation are over. Today’s successful author must be a public figure, and an engaging one at that.
A major publishing house once hired me to coach an author receiving significant national press coverage. Despite the attention, her presentations were uninspiring, raising concerns about book sales. We worked on improving her on-camera presence and delivering compelling sound bites.
3. **Professional Media Coaching**
Media coaching can transform an author into a media-savvy personality. This requires dedication and practice. If a professional coach is not within budget, practice mock interviews with friends using a video camera to identify areas for improvement.
Furthermore, five key elements significantly influence the size of your advance:
1. Platform
2. Endorsements
3. Publicity Plan
4. Sample Chapter
5. Audience
1. **Platform**
Editors at leading publishing houses consistently emphasize the importance of a strong platform—a concrete plan for reaching your target audience and driving book sales.
Demonstrate a proven following. Publishers want data on past sales and audience engagement. If you’ve sold products to a global audience or a community following, highlight this. For example, one client, a highly paid speaker, included in his proposal his experience speaking to audiences ranging from 100 to 10,000 people, 250 times annually. His bureau sells related materials in advance of his speaking engagements. Showcase how you can secure large-volume sales from audiences already interested in your work or similar demographics.
2. **Endorsements**
Establish credibility by prominently displaying endorsements from celebrities, bestselling authors, and respected experts in your field on the first page of your proposal.
Demonstrate respect within your industry. Endorsements signal confidence in your potential and are valuable for your book jacket. In today’s competitive market, they are essential.
A little-known secret is that authors often draft the blurbs themselves. Don’t expect busy individuals to read your entire book. Seek permission first, then create a compelling blurb highlighting the value of your work and request their approval.
3. **Publicity Plan**
Publishers seek authors who proactively promote their work.
Detail your book-selling strategy. Do you conduct regular keynotes, seminars, or workshops? How many subscribers do you have for your newsletter? What is your website traffic? Do you have connections with companies that will host seminars where you can sell books?
4. **Sample Chapter**
A senior editor at Hyperion emphasizes that after reviewing the author’s platform, the sample chapter is the next critical component.
Showcase your writing abilities. The editor states that the writing quality is critical because an agent can refine other parts of the proposal. Platform is invaluable. Good writing can be acquired, but an engaging personality cannot.
5. **Audience**
Prove your track record in media. What publications have you written for or been featured in? What TV and radio shows have you appeared on? Do you have established relationships with producers who are eager to re-invite you? By demonstrating past successes, you assure the publisher that you can reach your target audience.
If you lack media experience, quickly gain visibility by using services like PR Leads, which connects reporters with experts. Respond quickly to inquiries, as reporters often work on tight deadlines. As founder Dan Janal says, reporters are interested in expertise, not company affiliation. By using such services, you can quickly establish yourself as an expert and build your platform.
Consistently engaging with media and demonstrating a track record of success will position you as an author with six-figure potential.