*Can you really get a six-figure book advance?*

When Susan Page wrote *The Shortest Distance Between You and a Published Book* in 1997, she included the following list of the qualities that you and your book have to have if you’re going to get a six-figure advance.

1. Your book is on a topic of wide general interest that could excite a large number of readers.

2. Your book has a distinctive angle and makes an original contribution to its field.

3. You have substantial credentials to write on this topic OR you have a co-author who does, OR you can get an extremely famous, well-credentialed person to write a foreword for you.

4. You have prepared an extraordinary proposal and are working with a competent editor already.

5. You have a show-stopping title.

6. You secure the services of a well-known, experienced agent who believes the book can earn such an advance.

7. You are both willing and able to promote your book on radio and TV and in print.

This is not a mix-and-match list. You have to have *all* of those things to get the big advance, unless you are an international celebrity or a best-selling author.

Page’s aim was to deflate unrealistic expectations. Her book aims to get you into print, not necessarily to get you rich. Most authors do not get rich from their books. Most publishers don’t get rich either. Book publishing is an industry in which there is very little profit. If authors get rich, it’s usually because having a book lets them sell expensive services and book high-paying speaking gigs.

*You can get a six-figure advance, but it will cost you.*

And I don’t mean the $197 price tag on Susan Harrow’s new e-book, Get a Six-Figure Book Advance. A $200 investment is nothing if it gets you a $200,000 return. Using the proposal template/software included with her $197 e-book, you’ll be able to produce the kind of proposal that will have publishers in hot pursuit—but getting the advance requires a whole lot more than just buying the book or even having all the right elements in your proposal.

*If you want a six-figure book advance, you’re going to have to work for it.*

Susan Harrow, jokingly known as a “de-motivational coach,” doesn’t try to pretend otherwise. In her August 4th teleclass, co-hosted by ghostwriter Mahesh Grossman of the Authors Team, she made it clear just how much work goes into getting a six-figure advance, and how long and hard you have to keep working *after* you get the money.

*How advances work*

In order to persuade publishers to pay you $100,000 or more before your book is published, you have to convince them that your book will sell at least 100,000 copies. (Your royalty will be about $1/book for a trade paperback, possibly as much as $3/book for a hardcover, so you do the math.) And since books don’t sell themselves, what you’re really saying to the publisher is that *you* can sell those 100,000 copies.

Yes, a publisher that invests that much money in you will also invest more in the production and marketing of your book than in someone who gets a smaller advance, but when you get right down to it, no one really buys a book because of its publisher. And your book won’t sell just because it’s a good book. People rarely buy non-fiction books for the quality of the writing. They buy for the quality of the information—and in the mind of the public, that depends on the expertise and reputation of the author. It all comes back to you.

*How do you get readers to think of you as an expert?*

First, they have to know you exist. If you’re not already a celebrity, you’re going to have to become one, or at least put up a convincing show. If you don’t have legions of fans, you should at least have thousands of subscribers to your e-zine or blog, or a syndicated column in a newspaper. If you haven’t been on Oprah or The Today Show yet, radio interviews and local TV news programs are a good start.

*Getting into the public eye*

To get visible enough fast enough, you probably need a publicist, which means shelling out several thousand dollars. In order for media attention to do you any good, you have to look good and sound good every time you appear. That means getting professional media coaching before you start lining up interviews to make up for not being a celebrity. You need to arm yourself with a repertoire of sound bites for all occasions and rehearse until you can spout them in your sleep.

That doesn’t just take money, it takes time. It takes *work*. And no one can do it for you, either, because you, as the author, have to be the one in the limelight.

*Editing is essential for a killer proposal.*

Media coaches and publicists aren’t the only team members you’ll have to enlist if you want a six-figure advance and a book that justifies it. The services of a professional editor are essential for both your proposal and your finished book. In fact, you might just want to hire a ghostwriter and get it over with, because you’re probably going to be too busy marketing to write.

That’s more money spent in advance of getting your advance.

*Post-publication publicity*

You’re not through yet, either. Now that you’ve gotten enough media attention for yourself to impress a publisher, you have to do it over again for your book. You’re going to have to shell out a good-sized chunk of that advance on your own publicity efforts. More and more publishing houses assume that your advance *is* the marketing budget for the book, so they expect you to spend your own money on getting the book sold. (Tip: when mentioning this in your proposal, always make the offer contingent on the publisher matching the amount.) This expectation actually holds true regardless of the size of your advance, but the more money you want to get, the more money you have to spend.

*Six-figure advances are not for the faint of heart*

Writing a good book is the least of the challenges facing you when you set out to get a six-figure advance. Moreover, if you *don’t* earn out your advance by actually selling 100,000+ books, your chance of getting such a large advance again are nil. To succeed when the stakes are this high, you need to become an Olympic athlete of a book marketer. That can be hard to do if you have a day job or a family, never mind both. And it’s almost impossible if you don’t have a substantial chunk of starting capital.

*Do you really need a six-figure book advance?*

For many authors, five figures are plenty, especially for a first book. Even if it loses money, that book will create the leverage the author needs to succeed in other aspects of her business. (That’s one reason self-publishing can be such a good option for business book authors.) Getting a smaller advance still takes work and costs money, but it’s a much more manageable goal for a first time author without fifty grand to invest in getting into the bookstores.

In truth, thatâ??s a lie. Every author has the option of self-publishing. However, there are advantages to writing a book proposal instead of a whole book.

One advantage is that it usually takes less time than writing a whole book. Two, it creates the possibility of getting paid to write your book, perhaps just a few thousand dollars, perhaps tens or even hundreds of thousands. Three, it forces you to get clear about what youâ??re doing with your book, on a number of levels.

Even if you want to self-publish, a book proposal serves as a sort of business plan for your book. The time and energy spent on research, evaluation and comparison of your ideas at the outset pays off down the line many times over. After all, wouldnâ??t you rather find out now that someone else has said similar things more eloquently and have a chance to amend your manuscript, than publish the darn thing only to read terribleâ??or worseâ??no reviews?

The process of polishing your book proposal is also an exercise in discipline and focus. It brings the purpose of your book, its scope, depth and message into sharp relief. It will get your thinking muscles into the best shape ever to produce the most marketable book of which you are capable. However, you must dedicate the necessary time and energy to educate yourself, move through multiple drafts and polish this behemoth of a document to perfection, or else hire someone who knows how to do just that.

Here are some answers to questions you may be asking right now:

What is a book proposal?

A book proposal is a document intended to sell a publishing staff on publishing a particular nonfiction book. It is the way most nonfiction books get published by major publishers. It reads very much like a business plan about the book proposed. It can be anywhere from 10-100 double-spaced, 12-point 8 1/2 X 11 pagesâ??most are 20-60 pages, including sample chapters. It generally uses a very specific format and specialized language to make its case.

What does the book proposal do?

It answers a series of typical questions that different departments of book publishing companies need answered when deciding which tiny handful of proposals, out of hundreds, to take a chance on. It acts on you and your bookâ??s behalf to answer questions like, Why this book over all the others in its class? Why now? Why this author?

Who sees my book proposal first, an agent or a publisher?

It depends on whether you choose to have an agent represent you, or go directly to publishers. Many publishers will not accept unpatented material, so make sure you check a given publisherâ??s guidelines first.

What does the book proposal contain?

Generally, a book proposal contains a cover sheet, table of contents, along with the following sections: overview, author bio, authorâ??s marketing plan, market analysis of buyers, comparative and/or competing books, outline, and sample chapters.

The overview contains a hook, or means of enticement, draws the editor in, and gives a general summary of the bookâ??s purpose. Itâ??s sort of like an article about the book. It should make you want to read the whole thing!

The author bio puts any and all of your experience related to writing the book, in its best light. Itâ??s different from a resume or CV. It looks a lot like the â??about the authorâ? blurbs you see in the back of published books, below the authorâ??s photo.

The authorâ??s marketing plan, or â??what the author will do to promote the book,â? shows the publisher that you know what it takes to sell your book, and details how you plan to do it. These days, ironically, publishers donâ??t put much money into publicity, unless youâ??re already famous. An author with a well-thought-out marketing plan will stand out from most of the others who pay far less attention to this section, thinking instead that the publisher will take care of it.

The complementary and competing books section identifies and describes books that both directly compete with and also that complement the proposed book. The purpose of this section is to show the editors what has been done before, and how your book fits in. The reason for this section is twofold: One, many editors are too busy to keep up-to-the-minute records of whatâ??s being done in every field, and so rely on the author to educate them about what else is out there. Two, just as many editors know exactly whatâ??s out there, and want to know how your work purports to compare.

Thereâ??s a paradox here: On the one hand, you want to point to X, Y and Z books as evidence that this topic youâ??re writing on is really hot. On the other hand, you want to make a strong case that yet another bookâ??namely yoursâ??is still necessary, and why. So you have to point out strongly yet tactfullyâ??you never know what relationship the person reading your proposal bears to your competitionâ?? what yours will do that others havenâ??t.

The market analysis makes the case for the size of the book’s audience. It usually covers a broad view of current interests and buying patterns in the larger culture that bode favorably for the book. It may include recent movies, documentaries on television, and facts about memberships in organizations or clubs, social or ethnic groups whose constituents would be likely buyers of the book. For example, a book with an exercise theme might cite the circulation of major fitness magazines, membership in health clubs or recent TV shows on related topics. This approach can be adapted to whatever the subject: parenting, cancer, gardening, dogs, mental illness, business, or entrepreneurship.

The chapter outline tells chapter by chapter what your book contains, and the sample chapters, usually about 30 pages worth, represent the best samples of your writing.

Why are so many book proposals rejected?

Most book proposals are rejected because the ideas presented in them fail to convince the publisher that the author has a worthwhile (read: marketable) project. Making a project appealing to a publisher is a specialized skill, very different from creating the project itself.

In my experience, authors, whether of fiction or nonfiction are by nature creative people. If youâ??re reading this, chances are at some point in your life, you became enamored of an idea or ideas, and felt the urge to move your thoughts into the world in book form. Your mind is alive. You have something to say.

A successful book proposal, on the other hand, is a specialized marketing document that follows a particular form, and answers very specific questions in a way that gets a â??Yes!â? from publishers. Unless your field is marketing, and in particular, the marketing of books to publishers, chances are you donâ??t have expertise in creating a book proposal. And why should you? Itâ??s nowhere near as much fun for most authors as working and playing with their own ideas.

The majority of my clients who give me book proposals to review, even those who have read books Iâ??ve recommended and claim to have followed them, give me proposals almost certainly slated for rejection. An excellent book proposal is a tough document for most authors to produce on their own. However, help abounds!

If you are determined to write your book proposal on your own, can really, truly follow directions, and have the patience it takes to polish your work with dozens or hundreds of revisions, I recommend Michael Larsenâ??s book, How to Write a Book Proposal, and Jeff Hermanâ??s Write the Perfect Book Proposal. Read them, study them, write your proposal, rewrite it several dozen times (no, Iâ??m not joking) and have it professionally reviewed by someone who really knows what they are doing. Polish it to perfectionâ??in this business, in which 99% of all proposals will get rejected, good enough simply isnâ??t.

Then, if you want an agent, make sure you find one with a successful track record of selling work like yours, otherwise your polished proposal may gleam, twinkle and shimmer for unappreciative and unqualified eyes. Unless the agent has specified otherwise, query them first via a one- to one-and-a-half page letter. For the query, read and study John Woodâ??s How to Write Attention-Grabbing Query and Cover Letters. Then have at it. Spend at least three weeks on this query letter, and get feedback from at least three people, at least one of whom truly knows the field.