Here, pretty much in Bill's own words, are some key points for those who write cookbooks or aspire to. First, he laid out the following publishing basics, then went on to provide a wide range of practical suggestions and advice.
> An acquisitions editor's main job Bill says is, "to find cookbooks that will earn the publisher money." All other considerations are secondary.
> The process normally starts with the author sending an editor or a literary agent a cookbook proposal, query letter, or full manuscript detailing the project; a well thought-out proposal is most common. Many publishers today will only look at material vetted by and submitted through a literary agent. (I'll be writing a separate post on what's in a formal cookbook proposal in the future--it's a very substantial package and includes a number of components.)
> If the acquisitions editor likes the book proposal, he or she prepares a "top sheet" spotlighting its strong points, potential audience, season, etc. He takes this to an editorial board (including marketing and sales staff members). At Chronicle Books, the editor's job is just to present, NOT to sell the proposal during the meeting, as all in attendance have read it already. Together, the group assesseswhether it has sufficient sales potential and quality to proceed.
> If the Committee decides to proceed, the editor prepares a profit and loss sheet and devises a deal to offer the author or his/her agent. This covers the book's projected price point, potential number of copies, photos, publishing rights granted, and much more. Addionally it covers what recipes and text the author must deliver and when and what advance and/or royalties she will receive in return. All elements are negotiated and, if the parties come to terms, a deal is made.
>Normally, a year to 18 months later, the author delivers the manuscript. Then a year to 18 months after that, the book is published. As Bill emphasizes, "The process takes a much longer time than many aspiring authors realize."
Author Dos and Don't
Always send a well-written cover letter with any submission; editors want you to first introduce yourself and your material.
Never send an acknowledgments page with your submission; it's considered amateurish because it is "getting way ahead of the process."
Always direct your pitch or proposal to a specific editor. (Tip: Look in the Acknowledgements page in published cookbooks to find out editors'/agents' names and what kinds of books they take on.)
Always direct your pitch or proposal to a specific editor. (Tip: Look in the Acknowledgements page in published cookbooks to find out editors'/agents' names and what kinds of books they take on.)
Be sure your book idea has a clear, strong hook—if it takes more than 25 words to describe what it is about, the hook is not strong enough. A good hook (Bill's favorite is Big Fat Cookies by Elinor Klivens) sells the book right away.
Be original! Don't start by relating your memories of your wonderful grandmother baking this or cooking that. Bill says he and other editors have "heard that too many times."
Do your homework on what books are similar to your proposed subject. Learn what's already out there by checking on Amazon and in bookstores. Use the information to explain why your concept is different and better. Be specific, but don't be nasty or trash the competition; it might be one of the editor’s previous books!
Random Suggestions/Points to Ponder
Editors tend to be skeptical, so be prepared to respond effectively to these three reactions: "So what? Who cares? Why you?"
An important difference between cookbook recipes and free Internet recipes is that the former start with an interesting story or useful information (called a headnote). Says Bill, "Good headnotes are a key reason cookbooks are able to successfully compete with free recipes today--people love good stories." (Mydos and don'ts on writing headnotes are here.)
An exciting headnote makes the reader want to try the recipe. "Your guests will love this!" will not do it," he notes. "And if I make the dish," he adds, "it better be good!"
Focus on what you do and know well; don’t try to tailor your concept or proposal to what you think is "in."
Focus on what you do and know well; don’t try to tailor your concept or proposal to what you think is "in."
Ask yourself if you really have anything to offer in a cookbook—you must have fresh, fabulous recipes and an exciting, well-conceived idea. Friends saying you're a great cook is not enough.
"Take yourself and your work seriously. Be passionate about your idea. And PERSEVERE!!"
Other related posts you may want to check out:
What Cookbook Editors Are Looking For--Two Top Editors Tell You
Wanna Write A Cookbook?--Make Those Recipe Intros Tasty
