Episode Summary: Jackie Ashton - Secrets to Landing a Non-Fiction Book Deal with THE BOOKMARK AGENCY

Podcast Title: How I Built My Small Business
Host: Anne McGinty
Guest: Jackie Ashton, Literary Agent, Journalist, Founder of Bookmark Agency
Release Date: March 25, 2025

In this insightful episode of How I Built My Small Business, host Anne McGinty sits down with Jackie Ashton, a seasoned literary agent, journalist, and the visionary founder of Bookmark Agency. Jackie delves into the intricate world of non-fiction publishing, offering invaluable advice for aspiring authors and entrepreneurs alike. The conversation spans from the challenges of launching a boutique literary agency to the evolving landscape of publishing in the age of AI. Below is a detailed summary of their engaging discussion.

1. Launching a Boutique Literary Agency

Jackie Ashton explains her motivation to start Bookmark Agency amid the COVID-19 pandemic. Prior to the pandemic, the publishing industry was predominantly centralized in New York, making geographical isolation a significant hurdle for agents like Jackie, who was based in San Francisco.

“[...] the pandemic hit and it really changed the opportunity, as I see it, for people working in publishing to be anywhere they want to be. [...] So it just seemed like a no brainer to do it myself.”
[01:09]

The shift to remote work lowered startup costs and opened new possibilities, prompting Jackie to establish her own agency and embrace a more flexible, location-independent model.

2. Understanding Why Book Proposals Fail

A significant portion of book proposals end up discarded, or in the "slush pile," due to several key factors. Jackie emphasizes the importance of crafting ideas that transcend personal interest and appeal to a broader audience.

“There’s a significant difference between a book idea that’s interesting to you or your mom versus a book that’s interesting to hopefully millions of people.”
[01:57]

She highlights the challenge of presenting fresh perspectives in a saturated market, especially with the advent of AI-generated content increasing competition.

3. Crafting a Successful Book Proposal

Jackie provides actionable tips for authors aiming to make their proposals stand out. She introduces the concept of the "H mart factor," inspired by Michelle Zauner’s Crying in H Mart, where a personal narrative is uniquely tied to a specific theme—in this case, Korean food.

“Instead of telling us about the chemotherapy and the mother’s hair falling out, she wrote about [...] her mother getting sick [...] by talking about Korean food.”
[02:36]

This strategic focus allows authors to present their stories in a compelling and marketable way, distinguishing their proposals from others.

4. Elements of a Compelling Non-Fiction Proposal

According to Jackie, the overview section of a book proposal is paramount. It serves as the elevator pitch, succinctly answering why the book is necessary, why the author is the right person to write it, and why now is the perfect time for its release.

“Your overview is your book’s elevator pitch. Make it unforgettable in just two to three pages. Answer why this book? Why me? Why now?”
[08:07]

She advises keeping proposals concise (30 to 50 pages) to maintain the editor’s engagement throughout, ensuring each page adds value and demonstrates the book’s unique contribution to the market.

5. Challenges for Unknown Authors in Traditional Publishing

The traditional publishing route has become increasingly difficult for unknown authors. Jackie discusses how prestigious platforms and extensive followings have become almost prerequisites for securing major book deals.

“I think in the memoir category, it’s like you’ve got to be a New York Times level, Pulitzer Prize level writer to achieve that.”
[08:51]

She notes the diminishing guaranteeing success from media appearances, underscoring the necessity for authors to actively build and engage their own audiences.

6. Exploring Alternative Publishing Routes

Given the hurdles in traditional publishing, Jackie explores alternative paths such as self-publishing and hybrid models. She asserts that the best route depends on the author's goals—whether it's storytelling, business promotion, or achieving critical acclaim.

“Self-publishing can also work really well [...] sometimes for a first-time author who just really doesn’t have a good shot of getting a deal with a major publisher, that’s a great way to go.”
[10:18]

This flexibility allows authors to maintain creative control and directly connect with their audience, albeit with the need for significant personal marketing efforts.

7. The Importance of Marketing and Platform Building

Jackie emphasizes that acquiring a book deal is merely the beginning; successful marketing often dictates the book’s ultimate success. Authors must invest considerable effort in building their platforms through podcasts, social media, and other channels to drive engagement and sales.

“The real success comes from how much effort you put into marketing it. The authors who hustle, who build relationships, who show up for their book. Those are the ones who win.”
[10:05]

This proactive approach ensures that authors remain connected to their readers and can effectively promote their work upon release.

8. Financial Realities for Literary Agents

Operating Bookmark Agency as a solo entrepreneur presents unique financial challenges. Jackie details the standard revenue model for agents, typically earning a 15% commission on advances and royalties.

“I earn 15% of whatever the author takes in. [...] Even if they got half a million dollar advance, they are usually paid that advance over two to three years.”
[20:32]

She also discusses the necessity of diversifying income streams through coaching and courses, especially during the initial years when client commissions may be limited.

9. Day-to-Day Operations of a Boutique Agency

Managing a boutique agency involves juggling multiple roles, from proposal editing to client communication. Jackie shares her daily workflow, emphasizing the importance of time blocking for deep work and prioritizing high-value referrals.

“I try to block off the first couple hours of the day [...] attending to current books [...] then the next priority is the pipeline.”
[24:49]

Balancing operational efficiency with personalized client service is critical, as the business often experiences fluctuating workloads.

10. Future of Publishing and the Impact of AI

Looking ahead, Jackie acknowledges the disruptive potential of AI in publishing, particularly concerning copyright issues and the automation of audiobook production. However, she remains optimistic about the enduring need for human-authored literature.

“I think the need for humanity in literature is going to change. [...] human authors are. The need for them is not going away.”
[29:21]

She believes that while AI introduces new challenges, it also opens avenues for innovation and democratization in the publishing industry.

11. Business Advice for Aspiring Entrepreneurs

Drawing from her entrepreneurial journey, Jackie offers practical advice for those looking to start their own ventures:

• Hire Wisely: Build a team with reliable professionals, such as accountants and freelancers, to support various aspects of the business.
• Focus on the Bottom Line: Maintain a clear view of financial health to ensure business sustainability.
• Set Realistic Expectations: Balance client relationships with business objectives by managing expectations and delivering consistently.

“Always be looking at the bottom line. [...] Set reasonable expectations.”
[34:19]

She underscores the importance of perseverance and adaptability, recognizing that success often requires balancing passion with pragmatic business strategies.

12. Concluding Insights and Key Takeaways

The episode wraps up with a comprehensive list of key takeaways, summarizing the critical points discussed:

• Audience Over Personal Interest: Ensure your book idea appeals to a broad audience, not just a personal circle.
• Concise Proposals: Keep book proposals between 30 to 50 pages, making every page compelling.
• Elevator Pitch: Craft a clear and persuasive overview that answers why the book is needed, why you’re the right author, and why now.
• Platform Building: Develop and engage your audience through various channels to enhance your book’s marketability.
• Marketing Effort: Success post-deal hinges on the author's dedication to marketing and relationship-building.
• Flexibility and Realism: Be prepared for financial fluctuations and set realistic expectations for your publishing journey.
• Embrace Storytelling: Focus on creating meaningful and engaging content that resonates deeply with readers.

Final Thoughts

Anne McGinty and Jackie Ashton provide a wealth of knowledge for aspiring authors and entrepreneurs, highlighting the complexities and rewards of building a successful small business in the literary world. Jackie’s candid discussions offer a realistic yet encouraging perspective, emphasizing the blend of strategic planning, creative passion, and relentless effort required to thrive in today's competitive publishing landscape.

Stay tuned for more episodes of "How I Built My Small Business" dropping weekly, and don’t forget to follow Anne McGinty’s updates through her website, LinkedIn, and Instagram.