10 min read · Literary Agent Guide
Non-fiction books are almost always sold on proposal — a detailed document that pitches the book before it is written. Even if you have a finished manuscript, you will still need a proposal to interest a literary agent. Understanding what goes into one is essential for any non-fiction author.
A book proposal is a business document as much as a creative one. It answers three fundamental questions: What is the book? Why will people buy it? And why are you the person to write it? Publishers use proposals to evaluate not just the idea, but the commercial viability of the whole project.
A strong proposal is typically 20 to 50 pages, including sample chapters. It must be impeccably written — agents and publishers judge your ability to write the book partly from how well you write the proposal.
The overview is your hook — two to four pages that capture the essence of the book. What is the central argument or narrative? Why does this book need to exist now? Who is the reader? What will they gain from it? Think of it as a long, compelling pitch. It should be written with energy and conviction.
A brief, clear statement of what the book is — its subject, approach, and scope. This is often one page. Agents should be able to describe your book in one sentence after reading this section. If they can't, the concept is not clear enough.
Who is the intended audience? Be specific. "General readers" is not an audience. "Women aged 35–55 interested in personal finance, currently underserved by books that assume financial literacy they do not have" is an audience. Include estimated market size if you can substantiate it.
List three to six comparable books that have sold well, explain how yours is different or better positioned, and identify the gap your book fills. This section proves you know the market. Do not claim there are no comparable books — that signals either that there is no market or that you have not done your research.
For non-fiction, your credentials matter enormously. Why are you the authority on this subject? Include relevant professional experience, academic background, previous publications, media appearances, existing platform (newsletter subscribers, social media following, podcast audience), and any other evidence that you can reach the intended audience.
What will you do to promote the book? Publishers have limited marketing budgets and are looking for authors who will be active partners. Include: speaking engagements, existing media contacts, newsletter, social platforms, podcast or YouTube channel, relevant professional organisations, and any other promotional avenues you can realistically use.
A chapter-by-chapter breakdown of the entire book. Each chapter should have a title and a paragraph (or more) summarising its content, argument, and contribution to the book's overall thesis. This is the structural spine of your proposal and shows that you have thought the whole book through.
Typically two or three chapters — usually the introduction plus one or two body chapters that best represent the book's tone and approach. These must be polished to publication standard. They are the evidence that you can actually write the book you are proposing.
Use standard manuscript format: 12-point Times New Roman or similar serif font, double-spaced, with page numbers and your name on each page. The proposal should look professional and be easy to read — agents and editors read hundreds of proposals and have no patience for PDFs with unusual formatting or illegible design choices.
Fiction authors are usually expected to have a complete, polished manuscript before querying. For non-fiction, the proposal comes first — and you may be offered a deal and an advance before the book is written. This is one of the reasons many authors prefer to write non-fiction: the financial risk of writing an entire book before knowing if it will sell is significantly lower.