Setting Expectations

Here's how Northern Lights will work for you...

We make numerous written and personal queries on behalf of our clients on a continual basis, constantly researching and refining our targeted editors and publishing firms. We often discover new potential buyers on a weekly basis. However, it isn't unusual for some of our queries to go unanswered for a long period of time, and then suddenly come to life with a positive response. For example, we recently heard from a publisher to whom we sent a query six months ago.

Once a contract has been signed, Northern Lights LLC (the agency) doesn't normally terminate an agreement. Our contract allows the client to cancel upon 30 days written notice. However, in order to be fair to our agency, the contract gives us an additional ninety days to manage responses to queries we made before the client's cancellation request was received.

We encourage our clients to seek legal review of our standard contract. We're flexible and more than willing to make the relationship as comfortable as possible. All we require is a common agreement that's fair and reasonable to both parties.

Many writers believe a new agency will accept sub-standard manuscripts. This simply isn’t true. Like all agents, we stay in business by sending out well-written books. You must pay close attention to the grammar, content, and format of your writing before asking us to represent you. A query letter filled with errors will destroy any chance of having your manuscript read by an agent or publisher.

Your background (or platform) is a huge issue with publishers, and that includes both fiction and nonfiction. Publishers are impressed if you have education and experience relating to your topic. That’s why so many attorneys, doctors, and police detectives become successful authors – they have a legitimate platform from which to tell their stories.

We’ve had countless books read by publishers, but rejected after careful consideration. Several projects were passed through the editorial board before being turned down. In each case, editors rejected these manuscript because 1) the writing wasn’t strong enough, 2) the subject wasn’t "hot" enough, 3) they didn’t believe they could market the book, or 4) the book would compete with one of their other projects.

None of this has anything to do with our ability as agents. We may be able to get your book into a publisher’s hands, but if your writing doesn’t meet their requirements, no agent in the world can make them buy it.

The competition is intense. Do everything you can to improve your chances.

	Read your work with a critical eye. Don’t trust friends and family to be honest.
	Have your word edited or critiqued by a professional editor.
	Constantly work to improve your writing skills.
	Research the market and see what’s selling.
	Remember that publishing is first and foremost a business.

YOUR MARKETING PLAN

The marketing plan is the most important part of your nonfiction book proposal, and there’s an easy way to prepare it by finding information on the Internet:

First, consider your audience. Who will buy your book? Hopefully you’ll find several categories of people. For example, parents, grandparents, special education teachers, and healthcare providers might be interested in a book on autism.
Find out how many people fall into each category. (Example for autism: number of children with this diagnosis, number of parents, number of special education teachers, etc.). Use the statistics in your proposal and be specific. This may take time, but it’s worth the investment.

Treat the proposal as a serious document. Don’t be cute; this is business.
Examine your target audience and where they gather. Do they hold conventions? Do they belong to a national association? How about local and regional groups? Find out when and where the next big convention is held and how you could present a workshop and/or sell your book at a booth.
What newspapers and magazines cater to your audience? Could you write articles for these periodicals based on information in your book? Would they print an excerpt from your book? List each magazine and newspaper.
Of course you’ll need a web site – every published author should have a web site. But how will your web site market the book? Photos of your family and pets won’t do the trick. You need to use sales tools on the web site, and that includes giving something away. Look into Internet marketing.
Can you line up personal appearances on regional radio and TV shows, plus newspaper interviews? List each potential venue.

Sammie Justesen
Literary Agent - Manager

Northern Lights Literary Services LLC

Dee Justesen
Business Manager

Northern Lights Literary Services LLC