As an author of a technical book, I often receive inquiries about how to secure a publishing contract. Achieving publication is a prestigious milestone, yet it remains elusive for many, sometimes for years. If you possess a deep-rooted passion for writing, evidenced by consistent pitching, writing, and exploration for more than a year, you likely have the potential to author a book.
The key may lie in fine-tuning your approach to align more effectively with a publisher’s needs. This blog post aims to guide you in that direction.
Be famous
In the realm of book publishing, fame often serves as a shortcut to securing a deal. Generally, this could manifest as being a member of a renowned family or a celebrity known for an inspiring rags-to-riches story.
In the technology sector, the equivalent of this fame is being a social media influencer or an authoritative figure in your technical specialty. Possessing a widely-followed podcast, a popular TikTok channel, or a similar platform almost ensures a book deal. Publishers are primarily focused on sales; thus, if you bring a ready-made audience, you significantly reduce their risk of publishing a book that doesn’t sell. In this scenario, you’re likely to be welcomed with open arms.
Be a good writer
If you’re already a prominent figure, some technical publishers may overlook writing imperfections. But for those without such fame, strong writing skills are not just advantageous; they are crucial.
It’s important to remember that the primary task of an author is to write. If writing doesn’t appeal to you, authoring a book can become an arduous, potentially unfinishable project. Unlike many authors, those who write technical books typically do so as a secondary endeavor, often alongside demanding, high-pressure jobs in technology.
Demonstrating to an editor that you have the perseverance and enthusiasm to complete a technical book is key. One effective way to do this is through consistent practice. Maintaining a blog, newsletter, or any other form of public writing showcases your ability to write regularly and with passion. This body of work serves as tangible evidence of your commitment and skill.
Have content ready
Possessing an established body of work, such as a blog, positions you not only as a proficient writer but also gives you a significant head start on your book. This preparedness can expedite the writing process and reduce associated risks — attributes any publisher would value highly. Additionally, a pre-existing body of work helps in identifying and defining a specific niche, a critical aspect of writing a book. This clarity in focus can further streamline the writing process and enhance the appeal of your proposal to potential publishers.
Have a niche
Writing a book is undoubtedly a significant endeavor, but successfully selling it is an even greater challenge. To stand out to publishers, you need a unique selling proposition. It’s crucial to ask yourself: Why should they choose you? What unique perspective or story can you offer?
In a market saturated with general content, specificity is key. The saying “riches are in the niches” holds true here. For instance, a generic reference book on Excel is not only a difficult sell but also a monumental task to write. And with the advent of generative AI and the abundance of online resources, there’s little demand for such broad material.
Instead, targeting a specific audience with tailored content is far more effective. Examples include a guide like ‘Python for Accountants’ or resources aimed at helping professionals transition skill sets, such as explaining DAX to those familiar only with Tableau. These specialized topics are more likely to capture a publisher’s interest, as they cater to specific needs and gaps in the market.
Let’s delve further into understanding publishers and what they look for.
Engaging with acquisitions editors
Technical publishers typically employ acquisitions editors whose role is to scout for talented authors and conceptualize topics for them to write about. If you embody the qualities we’ve discussed – a unique voice, honed writing skills, and even a modest social media presence – these editors are likely eager to connect with you.
Most acquisitions editors are readily accessible, often active on LinkedIn. A practical approach is to refer to your favorite technical books – and as an aspiring technical book author, having some favorites is advisable. Identify the publishers of these books and then search for acquisitions editors associated with those publishing houses on LinkedIn.
Interestingly, many technical books explicitly mention the name of the acquisitions editor at the beginning. This makes locating them relatively straightforward.
Publishers usually assign acquisitions editors to specific disciplines. For instance, one editor might focus on data analytics, while another specializes in software engineering. It’s beneficial to identify and reach out to the editor who aligns most closely with your area of expertise. This targeted approach increases the likelihood of your pitch resonating with the right person.
First steps toward the proposal
When approaching an acquisitions editor, it’s crucial to strike a balance between showing clear intent and not being overly aggressive. Acquisitions editors are busy professionals with numerous projects in progress, so it’s important to respect their time and workload.
Instead of presenting a fully fleshed-out proposal for a topic that the editor might have recently committed to with another author, it’s better to approach with a more flexible mindset. Simultaneously, a vague inquiry about writing any book without a specific focus can come across as unprepared and may burden the editor with extra work.
A strategic approach is to prepare a concise list of 2-4 potential topic ideas, each accompanied by a brief paragraph or two outlining the concept of the book. This approach provides substance and direction without being overwhelming. In your communication, articulate why each book is needed, what makes the topic a promising niche, and what qualifies you to write on the subject. This not only demonstrates your understanding of the market but also showcases your expertise and readiness to embark on the project.
Engaging with acquisitions editors can result in a variety of outcomes. They might outright reject your proposal, or you may not receive a response at all. Such rejections can occur for countless reasons, ranging from the publisher’s current focus to personal issues on the part of the editor. The key is to continue moving forward despite these setbacks.
If an editor is not interested, you can certainly approach other publishers. However, it’s advisable not to engage with more than one or two at a time, akin to job applications where you focus on a few prospective employers simultaneously. Target your preferred publisher first and gauge their response.
Some publishers might suggest you revisit them later or ask you to wait until their schedule becomes less hectic. Here, you’ll need to use your judgment. If you’re skeptical about the publisher’s commitment to potentially working with you in the future, consider whether you would want to collaborate with them at all.
Self-publishing is an alternative if traditional routes don’t pan out. While there’s no stigma in self-publishing, I generally recommend that your first one or two titles be published conventionally.
In the event that an acquisitions editor shows interest, you’ll move on to preparing a full proposal, which will undergo several rounds of review. This process includes sales projections, content roadmap analysis, and other considerations by the publisher. It’s worth noting that if a proposal reaches this stage, it’s relatively rare for it not to be accepted, provided that you’ve invested the necessary effort into its development.
If you’ve made it this far in the article and are still enthusiastic about writing a technical book, congratulations! I hope the insights shared here will assist you in securing your desired contract.
To begin, it’s essential to assess whether you meet the necessary criteria. Reflect on your affinity for writing. Do you enjoy it? Next, start cultivating an audience who would be interested in your content. This step is crucial in establishing a platform for your future book. Also, give careful thought to what your specific niche might be, as this will guide the direction of your book.
For those who may need further guidance, I offer a technical book coaching program designed to help you navigate these preliminary stages. This program can provide answers to early questions and set a strong foundation for your journey. The link to the coaching program will be provided below.
Please feel free to share any additional questions or comments you have about obtaining a technical book contract in the comments below.
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