You Don't Have to Make It Up: Breaking Into the Non-Fiction Market
1. You Donât Have to Make It Up:
Breaking Into the
Non-Fiction Market
California Creative Writers Conference
March 2, 2021
George Galdorisi
2. You Donât Have to Make It Up:
Breaking Into the Non-Fiction Market
âThis lecture opens the door to the non-fiction market - a more
diverse and far-easier market to enter than fiction. It's all about
content and platform, and convincing a publisher or an agent
what you are selling is interesting, timely, and better than
looking up the same subject matter on Wikipedia. Attendees will
learn the secrets of success including: What subject areas to
pick, how to get started becoming an expert in a field, how to do
market research, how to structure a non-fiction book proposal,
and how to put together a query letter that will sell. Attendees
will be provided with online access to all workshop material.â
3. A Few PreliminariesâŚ.
⢠Three promises:
â This will be a fast-paced fifty minutes
â Weâll learn somethingâŚand weâll have fun
â Youâll have access to these resourcesâŚtake notesâŚor notâŚ.
⢠Three assumptions:
â You all are interested in the non-fiction market
â That includes articles of all kinds as well as books
â You didnât wake up last Tuesday morning with this notion
⢠A word about Power PointâŚ
7. âHistory is what the historians and writers say it is.â
Norman Polmar
(Forty books â and counting)
8. You Donât Have to Make It Up:
Breaking Into the Nonfiction Market
⢠Some basics - and non-fiction in general
⢠Being - or becoming - the expert
⢠Pursuing a subject - or letting life happen
⢠Scratching itches - or entertaining
⢠Getting a publisher to buy your book
⢠Promoting your book
⢠Examples and resources
11. âNow, if youâre getting all fired up and ready to pound the keys, I
might inject a word of caution. Actually, this word comes from
my wife. For most of us, writing is not a team sport. An article for
a trade journal or a short story is no big deal, but if you find
yourself writing a long piece or a book, you probably ought to
have a chat with your spouse. For most of us, writing means
closing off the other people in your life for several hours a day
and itâs something you may want to talk about before you
begin.â
Dick Couch
(Fifteen books â and counting)
Shipmate, April 1993
12. âIf you have other things in your lifeâfamily, friends,
good productive day workâthese can interact with
your writing and the sum will be all the richer.â
David Brin
13. I keep six honest serving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.
Rudyard Kipling
The Elephantâs Child
14. Some Things to Consider Before You Write
⢠Who are you writing for?
⢠What are you going to write?
⢠Where are you going to write?
⢠When are you going to write?
⢠Why are you going to write?
⢠How are you going to write?
15. So Many Non-Fiction Outlets
⢠A wide array of online media
⢠Newsletters
⢠Alumni magazines
⢠Professional journals
⢠Popular magazines
⢠Newspapers
⢠Portions of non-fiction books
⢠Non-fiction books
16. Why Non-Fiction Books?
⢠It is a hungry market
⢠Relatively easy to enter
⢠Lower risk â sell then write
⢠Can be steady money
⢠Can query without an agent more easily
⢠Vastly more non-fiction published than fiction
18. âThere are authors and artists and then again
there are writers and painters.â
Ian Fleming
How to Writer a Thriller
19. Being â Or Becoming - the Expert
⢠Some essential âfirst orderâ questions:
â Is this something youâre passionate about?
â Do you have enough âstreet credsâ that youâre an expert?
â If not, is there a way you can acquire those street creds?
â Do you really want to spend several years doing this?
⢠If the answer is yes, then itâs all about the packaging:
â First stop â solo or with a collaborator?
â Next stop â the library and the internet â due diligence
â Is it a book â or an article?
â If itâs a book â packaging â query letters and proposals
20. What Should You Write About?
⢠Whatever you are passionate about
⢠âYouâre in a bar with your friendsâ
⢠What my first agent always asked:
â What are you really passionate about?
â What do I wish I had more time for?
â How would I spend year as a âprofessional dilettante?â
â What do I think about when Iâm alone?
â What do I worry about and what issues concern me most?
â What have I done that people seem curious about?
â Is there a topic where friends turn to me for advice?
22. âBeing a comparatively successful writer is a good life.
You donât have to work at it all the time and you carry
your office around in your head. And you are far more
aware of the world around you. Writing makes you
more alive to your surroundings and, since the main
ingredient of living, though you might not think so to
look at most human beings, is to be alive, this is quite a
worthwhile by-product, even if you only write thrillers.â
Ian Fleming
How to Write a Thriller
23. Pursuing a Subject-or Letting Life Happen?
⢠Beyond the Law of the Sea
⢠Leave No Man Behind
⢠The Kissing Sailor
⢠When the Killer Man Comes
⢠And this leads us to a questionâŚ.
25. âI do not over-intellectualize the production process. I
try to keep it simple: Tell the damned story.â
Tom Clancy
26. Scratching Itches-Or Entertaining?
⢠Scratching Itches: Beyond the Law of the Sea:
â We had a mission
â We had a message
â We wanted people to do something
â It gave us a platform
⢠Entertaining: The Kissing Sailor
â We had a mission
â We were on a âMission from Godâ
â In some ways, the day the book was published â we were done
â AndâŚthe book âpercolatedâ into downstream goodness
⢠Leave No Man Behind â Both goals
27. How Much to Tell and Whatâs Next?
⢠Getting past: âItâs an article, not a bookâ
⢠A comfort zone and an âarticle to book ratioâ
⢠One book â or a series
⢠Above all else â the purpose of the book (LNMB)
⢠At the end of the day â you decide, not the editor
⢠If you havenât written articles â now you should!
28. Youâre in the Starting Blocks!
⢠You know what youâre going to write about
⢠You know why youâre going to write about it
⢠You know who is going to write it (soloâŚ.orâŚ.)
⢠You know roughly when youâll write
⢠You already have the where figured out:
â Solo
â With collaborator (the âhowâ question)
⢠Now all you have to do is get someone interested in
publishing the book!
30. âThe toughest hurdle you must scale is getting a
publisher to agree to handle your book. You are a new
name, a new risk to them. They will judge you on what
you send, the thought behind it, the obvious
professionalism, how it reaches them, sometimes your
expertise or previous writing output, and always on
how your book will increase their profit line.â
Gordon Burgett
Before You Write Your First Book
31. You Must Do This:
Decide What Your Non-Fiction Book Is
32. What Is Your Non-Fiction Book?
⢠Narrative Non-Fiction:
â A book that tells a true story, often using the techniques of
fiction: biographies, autobiographies, and memoirs
⢠Prescriptive Non-Fiction
â A book offering information and advice, this includes
helping readers improve their lives or learn a new skill
33. Narrative Non-Fiction
⢠Most narrative non-fiction is produced by someone
who has some experience as a writer
⢠Most good narrative non-fiction entertains through
storytelling as much as it informs
⢠Biographies typically require an enormous amount of
research and need to âhookâ if the subject is familiar
⢠Many aspiring non-fiction writers focus on memoirs â
the âartâ is finding something new to say
⢠At the end of the day, narrative non-fiction will
succeed or fail based on the authorâs writing skill
34. Prescriptive Non-Fiction
⢠Prescriptive non-fiction requires decent writing, but
the bar isnât as high as for narrative non-fiction
⢠However, this kind of book is sold on the basis of the
authorâs platform or visibility
⢠Readers donât want to be entertained, they want to
learn from the wisdom of your experience or insights
⢠Most popular categories of prescriptive non-fiction:
â Religion
â Business
â Self-help: Diet, health, fitness, self-improvement etc.
35. âItâs already
been done, or
itâs on Wikipediaâ
âItâs an article,
not a bookâ
âYou donât have
a platformâ
You must
overcome
all three!
36. Getting a Publisher
to Buy Your Book
⢠Due diligence â with a vengeance!
⢠Finding the right agent or publisher
⢠The query letter â address those three circles
⢠Your book proposal â and some examples
37. Due Diligence â With a Vengeance!
⢠Once you get past the âItâs an article, not a bookâ
roadblock, the next one isâŚ
⢠âItâs already been done before or enough
information on the subject is on Wikipediaâ
⢠You have to convince yourself it hasnât been done
and then you have to convince an agent or editor
⢠How to you do that? (Your âMission from Godâ)
38. Due Diligence â With a Vengeance!
⢠Meet Your Two Best Friends:
â The library
â The internet
⢠The library
â Books
â Journals and magazines
⢠The internet
â Subject searches
â Writer searches
⢠Other friends
â Your colleagues and fellow travelers
â Bookstores â large and small
39. What is the End Game â
What Are You Looking For?
⢠Publishers who publish this kind of book
⢠Agents who agent this kind of book
⢠Once you know that, itâs all about the query
⢠Persistence on steroids!
40. The Query Letter
⢠There is a cottage industry of courses on how to write a
query letter
⢠There are a number of books on how to write a query
letter
⢠There is a cottage industry of experts on how to write a
query letter â and some of them are here!
⢠There is a massive amount of information on the internet
on how to write a query letter
⢠One source:
â Google: http://www.agentquery.com/writer_hq.aspx
â But this is only one, there is a universe of them out there
41. The Query Letter
The âBell Shaped Curveâ For Most
⢠The hook
⢠Mini-synopsis
⢠Your bio
⢠Your closing â âwhereâs the beef?â
â High Concept
â Outline
â Table of Contents
â Sample Chapters
⢠âBound the problemâ for how much time youâre
going to spend on getting an âAâ in query letters
46. Before You Write the Proposal
⢠Come up with a âpurpose statementâ for your book
and write it down in one sentence
⢠Then put this into a working question: This book is
the answer toâŚ.
⢠Two sources (there are a multitude of them in print):
â John Boswell â The Awful Truth About Publishing
â Jeff Herman â Write the Perfect Book Proposal
47. The Proposal â The 100,000-Foot View
⢠Who would read your book?
⢠Why would they buy it?
⢠Where would they use it?
⢠What else is available like your book?
⢠How does your book differ from others?
⢠When did you decide itâs better than Wikipedia?
Think about your competition today â not just books,
but the internet? Is your book better than Wikipedia?
48. Your Book Proposal
⢠This is not the time for humility
⢠Think back to when you wrote your first resume
⢠Advice from John Boswell: The Awful Truth About
Publishing
â Define the bookâs audience
â Describe the book generally and specifically
â Show that your book fills a need for your audience
â Show that you are uniquely qualified to write this book
49. Today â You Are the Publisherâs
Marketing Department
⢠Part of your proposal must include how you are
going to do their work for them!
⢠What is your platform?
â Media of all kinds (talks, interviews, print, et al)
â Internet presence
⢠Facebook
⢠Twitter
⢠And moreâŚ.
â How you are going to make promoting our book a
constant drumbeat
51. Leave No Man Behind
⢠The âHookâ â Rescue Story (Clyde
Lassen â Medal of Honor)
⢠About the Book
⢠Table of Contents
⢠Chapter Summaries
⢠The Market
⢠The Authors
⢠Promotion
⢠Length and Delivery
52. Leave No Man Behind
âAn important and comprehensive work on that most
American of military imperatives--going in harm's
way to get one of our own.â Dick Couch (NYT
bestselling author)
âLeave No Man Behind is a solid piece of history. Well
written, well told, well done!â Darrel Whitcomb
Author of The Rescue of Bat 21
âThis story has never been told before! Leave No
Man Behind offers a unique blend of operational
experience and technical description.â Dr. Norman
Friedman â author of over 30 books.
âGeorge Galdorisi and Tom Phillips have provided a
comprehensive, and well-written history of the
development of combat rescue up to the present,
including dramatic accounts of rescues, among them
many never before revealed.â Norman Polmar â
author of over 40 naval books.
53. The Kissing Sailor
Cover
Quote
Table of Contents
Concept (Why this book?)
Competition (Surely this story has
been told before?)
Timing (Why are we doing this
book at this time?)
Methodology (How are we going
to pull this off?)
About the Authors
Chapter Summary
The Market
Promotion
Length and Delivery
54. The Kissing Sailor
âWhat a wonderful detective story
about a kissing sailor and a beautiful
nurse â the most famous couple
celebrating the end of WWII. Famous
but anonymous - until now. I loved it.â
Tom Brokaw, author of The Greatest
Generation
âThe Kissing Sailor is a whodunit that
provides once and for all the
identification of the worldâs best-
known smoochersâŚYou have to read
this book!â David Hume Kennerly,
Pulitzer Prize winning photographer
55. Promoting What You Write:
Establishing an Online Presence
Leveraging Social Media
57. What Makes Your Online Presence Unique?
⢠Are you providing something people canât get
anywhere else or get as easily?
⢠Are you aiming at the right attention span of online
tourists?
⢠Determining the right level of effort in refreshing
your online content
⢠Balancing what you give away online and what you
want to sell to visitors
58. Beating the Competition for Online Eyes
⢠Above all else, when someone âGooglesâ your name
your website must pop up at the top
⢠Itâs not just about getting that initial visitor â itâs
about getting him or her to keep coming back
⢠Most online visitors are taking a break from what
they have to do at work or home
⢠Think of your website the same way as what you
write â tell people a story
59. Balancing Content and Entertainment
⢠People will tire of the monotonous âprofessorâ
telling them âlike this damn youâ (from Ian Fleming)
⢠People will tire of dancing bears, dwarfs throwing
rose petals and fireworks
⢠Achieving the right blend and balance is your online
presence style
⢠Take the same approach Urban Meyer has during his
coaching career
60. Doing It Yourself Or Having It Done
⢠Your website is âyouâ to people you will likely never
meet â but who you want to entertain
⢠There are cottage industries of books, seminars, tools
and coaches to help you build your own website
⢠There are legions of people and businesses who will
do it for you
⢠If you have the time and energy and want to use
your left and right brain â try doing it yourself
61. Some Ways to Find Examples
⢠âGoogleâ writers you enjoy
⢠Go online for advice on going online
⢠Check with local businesses in your community
⢠Use your library for additional resources
63. Vote Early and Often
⢠There are no limits to how much you can use social
media
⢠This goes to the number of sites you use as well as to
how often you are on those sites
⢠However, as with your online presence (website) it
comes down to how you invest your time
⢠Most âpractitionersâ advise a Zen approach; âIf you
donât do it excellently, donât do it at allâ
64. Building a Following
⢠There are many ways to build a following â find the
one thatâs right for you
⢠You can even âbuyâ a following on media like Twitter
â if this is really what you want to do
⢠Most people find that letting a following build
naturally conveys the best long-term benefits
⢠Remember that social media following is a very
ephemeral thing (Un-friending, Tweepie, etc.)
65. Sustaining Momentum
⢠Building a following on social media carries an
implicit obligation â to stay with it!
⢠As one indication, Twitter tells you when a personâs
last Tweet was â and Tweepie keeps score too
⢠You want to make social media your servant not your
master
⢠Recognize that there are dangers that come with this
http://www.georgegaldorisi.com/who-likes-you
66. Do You Really Want To Do This?
⢠It can be time consuming â or all-consuming
⢠It can be boring
⢠It can be distracting â to the detriment of your work
⢠It can be expensive in terms of missed opportunities
⢠Doesnât have a definable return on investment
⢠At the end of the day it is ephemeral
68. Benefits of Social Media
⢠You can reach a global audience
⢠Social media is accessible to everyone
⢠Most social media tools are easily learned
⢠You control your content and periodicity
⢠If you have no Web presence, agents, reviewers and
readers are a lot less likely to take you seriously
⢠Publishers will ask: âWhat platforms are you on and
how many followers do you have?â
69. A Slice of Social Media
⢠E-mail
⢠Blogging
⢠Facebook
⢠Twitter
⢠Text Messaging
⢠LinkedIn
⢠Pinterest
⢠Instagram
70. A Slice of Social Media
⢠E-mail
⢠Blogging
⢠Facebook
⢠Twitter
⢠Text Messaging
⢠LinkedIn
⢠Pinterest
⢠Instagram
71. Like Many Things in Life Using Social Media
to Enhance Your Writing Reach Involves
⢠Organization and planning
⢠Knowing your target market
⢠Getting creative
⢠Staying consistent
⢠Picking some â but not likely all â types of SM
⢠Setting realistic goalsâespecially the time you invest
73. âThere comes a time when you realize that everything
is a dream, and only those things preserved in writing
have any possibility of being real.â
James Salter
âAll That Isâ
NYT Magazine
December 27, 2015
74. Some Iconic Non-Fiction Writers
and Helpful Resources
⢠David McCullough
⢠Walter Isaacson
⢠Malcolm Gladwell
⢠Laura Hillenbrand
⢠Writers on Writing (I)
⢠Writers on Writing (II)
⢠NYT Book Review
⢠NYT Book Review â Last Page
75. A Summing Up of What Weâve Covered:
Whew â is it Worth It?
You Donât Have to Make It Up:
Breaking Into the Nonfiction Market
⢠Some preliminaries - and non-fiction in general
⢠Being - or becoming - the expert
⢠Pursuing a subject - or letting life happen
⢠Scratching itches - or entertaining
⢠Getting a publisher to buy your book
⢠Promoting your book
⢠Examples and resources
77. First book of the Rick Holden Thriller
Series - from Braveship Books
What if the most senior officers in
the United States military are so
dissatisfied with the President that
they concoct a scheme to have the
President direct a major military
operation, and then have that
operation fail in order to drive the
President out of office?
78. Second book of the Rick Holden
Thriller Series - from
Braveship Books
What if the Islamic Republic of
Iran is killing Americans in
terrorist attacks and other actions
and the United States is not taking
action? And what is a carrier strike
group commander with a wide
array of strike assets at his
disposal decides to create and
incident that has Iranâs
fingerprints all over it and uses
this as an excuse to extract his
own vengeance on Iran? Can he
be stopped?
79.
80.
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PROVIDED.BYYOURACCEPTANCEOFTHIS INFORMATION,YOUAGREETHAT YOUWILLNOTTRANSMIT,REPRODUCE,ORMAKEAVAILABLETOANYONE,OTHERTHAN YOURPROFESSIONALADVISERS, THEINFORMATIONCONTAINEDINTHISPRESENTATION.
BRAVESHIP BOOKS
Braveship Books is an aggressive new publishing imprint created
to leverage emerging technologies in printing, distribution, and
communicationstocreatesmart booksforsmart readers.
Collectively, our books have sold hundreds of thousands of copies,
garnered numerous awards, and several of them are in various
stagesof pre-productionas majormotionpictures.
Our lineup of authors is eclectic, from #1 New York Times
bestsellersâincluding coauthors of Clive Cussler and Tom
Clancyâto promising newcomers who might become next year's
householdnames.
We specialize in action adventure fiction, thrillers, and sci-
fi/fantasy, but our authors will delve into any genre to deliver
pulse-poundingreads.
82. CONFIDENTIALITY STATEMENT: THIS PRESENTATION CONTAINS INFORMATION THAT IS HIGHLY SENSITIVE AND CONFIDENTIAL. THE INFORMATION PROVIDED IN THIS PRESENTATION IS FOR THE CONFIDENTIAL USE OF ONLY THOSE PERSONS TO WHOM IT IS
PROVIDED.BYYOURACCEPTANCEOFTHIS INFORMATION,YOUAGREETHAT YOUWILLNOTTRANSMIT,REPRODUCE,ORMAKEAVAILABLETOANYONE,OTHERTHAN YOURPROFESSIONALADVISERS, THEINFORMATIONCONTAINEDINTHISPRESENTATION.
BRAVESHIP BOOKS RELEASESâHUNDREDS OF THOUSANDS SOLD
83. CONFIDENTIALITY STATEMENT: THIS PRESENTATION CONTAINS INFORMATION THAT IS HIGHLY SENSITIVE AND CONFIDENTIAL. THE INFORMATION PROVIDED IN THIS PRESENTATION IS FOR THE CONFIDENTIAL USE OF ONLY THOSE PERSONS TO WHOM IT IS
PROVIDED.BYYOURACCEPTANCEOFTHIS INFORMATION,YOUAGREETHAT YOUWILLNOTTRANSMIT,REPRODUCE,ORMAKEAVAILABLETOANYONE,OTHERTHAN YOURPROFESSIONALADVISERS, THEINFORMATIONCONTAINEDINTHISPRESENTATION.
LEARN MORE
Pleasevisitusonlineat
www.braveshipbooks.com
84. A Word About Surveys:
Comments Typically Come in Three Types
⢠You rocked my world and my life is now changed forever
for the better â Iâm a completely new person
⢠Iâd rather have a root canal than have to sit through this
again â and I think you should pay for it
⢠I got something (a lot, a little) out of this talk, but if the
instructor does this next year, he should:
â Do more ofâŚ.
â Do less ofâŚ.
â Go fasterâŚ.
â Go slowerâŚ.
â ????
85. Slides and Resources Posted:
http://www.georgegaldorisi.com/
Email Address
george@georgegaldorisi.com