By Melinda Hutchings

Creating a Winning Concept
If you have a particular area of interest, or have had a personal experience that you feel strongly about, writing about it can provide the opportunity to explore this area in depth and create a strong commercial niche.

It is important to make sure the content of your intended non-fiction book is original so that your proposal can be presented in an innovative manner. The best way to achieve this is to have a look at what else is out there and angle your pitch so that it is unique and your concept will stand out.

Go to a mainstream bookstore and check out the books on offer. Purchase the ones that are similar to your idea to research the layout and content. The key things to look for are:
      1. Who published the book and how long ago? If it was published recently, this shows that the topic is popular. It also indicates that
          a rival publisher may be interested if your idea is inventive and original.
      2. What is the main theme of the book? What would be the opposite theme? This will provide clues as to how to structure your content.
      3. What areas do the chapter headings denote, and how in-depth is the material?
      4. How is the information backed up – are there factual case studies? Interviews with industry professionals? Statistics?
      5. How best can your structure and style be presented to differ from the competition?

With this in mind, think about how you can diversify your topic. What themes can you draw out that are unusual and creative? How can you skew your information to show a potential publisher that you are capable of identifying new and emerging trends?
Brainstorm ideas, think about opposing themes and begin to shape your premise. If you feel excited about what you come up with, you will know you are on the right track.

Structuring your Proposal
A non-fiction book proposal should be thorough and show intimate knowledge of your market. Make sure you have done your research so the material is concise and accurate.

The first step in structuring your proposal is to be clear about the target market. Conduct an in-depth analysis taking into account who they are, what they do, even down to recreational and social activities, and socio-economic status. Talk to as many people in your target market as possible to gain an understanding of what motivates them, likes, dislikes, favourite pastimes, as well as reading and viewing habits. The more clearly your target audience is defined, the greater your insights and communication will be in terms of ‘language’.

During the research phase, make contact with charities and/or organisations in your area of expertise and let them know you are writing a book. Make it known that you are interested in actively supporting them and that once the book is released, there will be ample opportunities to talk about the charity/organisation in the media and therefore help to raise awareness of their cause. Offer to include their contact details in your book, and ask if you can interview the CEO. Also find out if they can put you in touch with other key contacts.

Find out what other organisations are aligned with charity/organisation. Keep abreast of new information or research findings, and stay in regular communication with the contacts you are making to build a reputation as a credible and reliable advocate.

Search the internet for professionals who specialise in your field, as well as recent studies or statistics. As more information is uncovered, various angles will present themselves and the methodology in structuring the information will start to become apparent.

Make a list of the people you come across who would make good interview candidates and include them in your proposal. The more people you find to interview, the higher your chances of presenting a comprehensive cross section of experiences and therefore, a viable, bankable proposal.

Proposal Content
The proposal should consist of:
     1. A one page outline explaining your book's objectives, what sets it apart from anything else in the market and what you are aiming to
        achieve. Use statistics to back up your claims. Include the contacts you have made and people who are willing to be interviewed. It
        might also help to have a letter of support from the CEO of a major charity or organisation, showing their support of your concept.
     2. A partial i.e. example content of at least two chapter topics. Ensure this is reflective of your own personal style or ‘voice’.
     3. A short bio. Include any writing achievements, associated courses you have undertaken and anything of relevance to the area you
        intend to write about. Use whatever related experience you have to 'show' you know your market.

When you are ready to submit, head to the Australian Writers Marketplace website:
http://www.awmonline.com.au/Home.aspx

Here you will find a comprehensive list of publishers, contacts and submission guidelines. Select the publishers that represent a good ‘fit’ with your book, follow the submission guidelines and get your proposal out there. Good luck!

Melinda Hutchings is the author of the new book Why Can't I Look the Way I Want (Allen & Unwin) and was a finalist in the Cosmopolitan's 2009 "Fun Fearless Female" awards as Inspirational Role Model of the Year. She is also featured on the Wall of Women for the Bellaboo ‘Get Real About Role Models’ campaign. An experienced public speaker, she has presented at many forums throughout Australia and been profiled in mainstream magazines, the metropolitan press and several television & radio programs.