987: Behind the Scenes: Writing a Non-Fiction Book Proposal

Summary

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Podcast Summary

Strategy Hour | Online Marketing for Business Growth
Host: Abagail Pumphrey
Episode 987: Behind the Scenes: Writing a Non-Fiction Book Proposal
Date: September 9, 2025

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Main Theme & Purpose

In this episode, Abagail Pumphrey offers a candid, step-by-step look into her journey writing a non-fiction book proposal for traditional publishing. She shares practical insights about what goes into a proposal, the emotional and creative challenges of the process, and advice for aspiring authors—especially those who may be daunted by the idea that “everything has already been said.” The episode blends strategic guidance with personal reflection, making it valuable both for those considering writing a book and for anyone curious about the creative process.

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Key Discussion Points & Insights

1. Why Traditional Publishing? (03:50)

• Abagail chose the traditional publishing path despite advice to self-publish, drawn by the challenge and long-term relevance she hopes her book will have.
• Quote:

  “Feels like a bit of a gamble, but I really, truly have no doubts in my mind, like with 100% certainty that this book will come to be.” (04:50)

2. The Book Proposal Process—Overview & Key Components (06:30)

• Book proposals for non-fiction function as sales documents for unwritten manuscripts.

• Abagail explains:

  • Working title and concept (the “premise” or Amazon description style blurb)
  • The hook (“Why you? Why now?”)
  • Author’s background and platform (followers, reach, connections)
  • Ideal reader/audience and marketability
  • Marketing plan (where most people go shallow, but Abagail details how to stand out)
  • Comparable titles and how your book is different
  • Chapter-by-chapter annotated outline
  • Sample chapters/material (~6,000–8,000 words)

• Quote:

  “They want to see not only proof that a concept similar to yours has performed well and sold well in the marketplace, but they also want to see how you're different or how you're filling a void.” (08:22)

3. The Value of a Book Coach (07:45)

• Hired a book coach (Jeff Goins) for accountability and expert feedback.

• Finds the forced progress beneficial, even if uncomfortable.

• Quote:

  “There is something about knowing that someone else is expecting to see you make progress and review your work that makes you show up and makes you figure it out.” (07:55)

4. The Reality of the Market and Room for New Voices (09:40)

• The perceived saturation of certain topics is often an illusion—many subjects are underrepresented in books versus online/social media spaces.

• Encourages listeners not to let fears of marketplace saturation stop them from pitching their ideas.

• Quote:

  “You would be shocked how few books exist that represent the kinds of things that you stand for or want to say in the world.” (10:20)

5. Practical Details of Proposal Sections (11:45)

• She walks through what publishers expect in each section:

  • The hook should answer “why this book, why now?”
  • Background is needed even if you’re a first-time author.
  • Marketing plans should differentiate you, not just list social posts/podcasts.
  • Platform and connections do matter, but being unique and showing execution confidence can compensate for a smaller following.
  • The annotated outline should show depth; editors want to see book-worthy substance, not an expanded blog post.
  • Sample writing needs to balance depth with “cliffhanger” introduction; taking feedback means adapting initial plans.

• Quote:

  “You have to prove some level of depth. Like this couldn't all be summed up in a few thousand words.” (15:20)

  “My book coach wants to see somewhere between 6 and 8,000 words total included in the proposal... originally he had me shoot for like 3,000 words a chapter… then basically told me to make cuts.” (16:00)

6. The Emotional and Creative Challenges of Writing (20:08)

• Writing on demand vs. writing when inspired is much harder than anticipated. Structured deadlines versus being led by creativity are a source of tension.

• Abagail shares how advice from a TikTok commenter helped—when stuck, seek inspiration, or use stream-of-consciousness writing (often on her phone, not at her desk).

• Most of her best writing is done spontaneously, not at her desk—capturing ideas wherever and whenever inspiration strikes.

• Quote:

  “Easily 80 to 90% of my best work is written on my phone and nowhere near a computer.” (23:00)

7. The Role of Emotion in the Creative Process (24:15)

• She recounts how writing about friendship made her cry, emphasizing that powerful ideas and writing often emerge from letting herself feel deeply, not from forced output.

• Quote:

  “You can't push that out of you. You have to feel it. It has to come freely and flow from you.” (27:40)

8. Transforming Personal Reflection into Creative Fuel (25:54)

• Journaling and stream-of-consciousness writing not only offer self-insight but often seed content she wants to share with the world.

• The best work arises from slowing down, being present, and connecting with one’s own authentic thoughts.

• Quote:

  “When you start to notice, you know, the rustle of the leaves or the birds chirping or the distant sound of children's laughter, like those are the moments your best work will come to you.” (28:50)

9. Letting Projects Evolve (30:32)

• Her understanding of her book’s audience changed during the writing process—it’s now broader, for anyone struggling with societal definitions of success, not just entrepreneurs.

• Encourages listeners to let their projects evolve and not rigidly cling to their initial plans.

• Quote:

  “Don’t go in with a plan and be unwilling to change the plan. I think you have to go in with a plan and be willing to let it live a life of its own and grow and evolve and see where it takes you. I think that will produce your best work.” (32:10)

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Notable Quotes & Memorable Moments

• On certainty and resilience:

  “Feels like a bit of a gamble, but I really, truly have no doubts in my mind, like with 100% certainty that this book will come to be.” (04:50)

• On the illusion of marketplace saturation:

  “There needs to be more writers. There needs to be more people sharing their idea with the world… if part of your reason for not pursuing writing a book has been because you think there's already so much out there… I do not think that's true.” (10:08)

• On authentic creativity:

  “You can't force it. You can't keep, you know, typing into chat GPT your goal and letting it spit something out… I think your best work comes from you.” (27:40)

• On changing direction:

  “The part I didn’t expect is that even though I feel like I had a solid concept and even a solid, like outline, when I started actually writing… I realized who the book is for is different than I expected.” (31:29)

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Timestamps for Key Segments

• Traditional vs. Self-Publishing Decision: 03:50–05:20
• What’s in a Nonfiction Proposal: 06:30–12:30
• Hiring a Book Coach: 07:45–08:40
• On Market Saturation Myths: 09:40–10:35
• Annotated Outline & Sample Chapter Details: 13:50–16:30
• Creative Blocks, Inspiration & Writing Habits: 20:09–28:10
• Letting a Project’s Direction Evolve: 30:32–32:50

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Audience Engagement & Closing

• Abagail invites listeners to DM her on Instagram (@Abigailsays) with specific questions on the book writing process or other business topics.
• Reassures all listeners, writers or not, that their best work comes from their authentic selves, not from rigid plans or outside templates.

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For more content, free resources, and show notes, visit bossproject.com/podcast

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Transcript

[Abigail Pumphrey]

It takes time to figure out how to get present. It takes time to figure out how to slow your mind down enough that you can listen to those innermost thoughts. But when you do, your best, work will come out.

Welcome to the Strategy Hour Podcast brought to you by Boss Project. I'm your host, Abigail Pumphrey and I'm dedicated to supporting online businesses. I don't believe in one right way.

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This one is going to hurt more than tax season. Welcome back, friends, to another episode of the Strategy Hour podcast. I, before we get into today's episode, have to thank you. For those of you who've been listening and loyal followers and loyal subscribers to you are what make this show possible. And you are the inspiration for a lot of what I'm doing working on this next chapter in my business. And it would mean so, so much to me if you would share this podcast with someone in your life that you know could benefit from maybe not your average discussion around online business. My goal is not to just give you strategies like, like I could do that. Clearly that's how this show started. But I first and foremost see you as a human who has needs and a life outside of work. And I want this to be a place where you can exist as a whole person who likely has a lot going on and doesn't always feel like you can publicly put all of that information out on the line because it's deeply personal and. And I want this podcast to evolve with you guys and evolve with me. And I'm just hopeful that you can invite someone else into this space that could benefit from that level of transparency. So thank you for that. Now, in today's episode, I want to give you a little bit of behind the scenes of what it's like to write a book proposal and ultimately try to get your your idea purchased in the traditional publishing world. Now, I've talked previously a little bit about how I weighed my decisions and ultimately decided that traditional publishing was the direction I wanted to go, despite a lot of people telling me that I didn't need to go that route or that there were perhaps better routes for me because of my background and being an entrepreneur. But nonetheless, this is the path I'm treasuring forward on, at least for now. Could that change? Potentially, but I don't think so, at least not anytime soon. So I want to give you a little bit of a preview of where I'm at in the process, what is required if this is something you're wanting to do for yourself, and some words of warning of things that might come up for you that I know I didn't anticipate and would have loved a heads up on. So, in terms of where I'm at, I am about 75% done with my book proposal with the hopes that in the next few weeks I'll be able to put it in front of agents and hopefully get someone who believes in this project as much as I do that is willing to represent me and have them be the one that's ultimately taking it and putting it in front of editors who will then take it in front of a publishing board who gets to decide if this book will be published or not. Feels like a bit of a gamble, but I really, truly have no doubts in my mind, like with 100% certainty that this book will come to be. So I'm not worried about it. I'm more focused on how do I Create my best work. How do I ensure that it is representative of. Of not only who I am today, but who I'm hoping to evolve into? And how can I make something that isn't just going to be relevant, you know, in today's world, I want it to still be relevant 10, 15, 20 years from now. Now I realize part of my concept does mean that I will be putting myself at risk, I suppose, for it being specific to this time because of how people are thinking and how people are showing up in the world. And I suppose that's just part of it, but I would love for it to be a classic. Now I am as far as I am, I think, because I did decide to retain a book coach. Now that's an investment in something I didn't necessarily know was something I was going to invest in early on, but I'm so thankful I did. It's definitely not been the kind of relationship that I anticipated, but there is something about knowing that someone else is expecting to see you make progress and review your work that makes you show up and makes you figure it out. And I think if I had been doing this part of the process on my own, I would get stuck more often, and I would likely make this whole process take a lot longer than it needs to. I think some of that forced forward motion has been good for me, even if it's been really challenging. So what goes in a book proposal? If you plan to put a nonfiction book out into the world, typically traditional publishing will buy a book proposal. So you're selling your concept before it's written. If you are doing a piece of fiction, typically you're writing your whole manuscript before you're going to publishing, which is obviously a very different process, at least to my understanding. The nonfiction world base a lot of their decision making on who you are, what kind of audience you have. Do you already have a market to sell this book to and that'll. That'll make a big difference and people saying yes or not. But I also think they are very strategically looking at what's there. So comparable titles is important. They want to see not only proof that a concept similar to yours has performed well and sold well in the marketplace, but they also want to see how you're different or how you're filling a void. And it's so interesting looking at this landscape and as many books as there are and as many that get published, writing a book does take so much longer than every other form of media, maybe with exception to producing a movie or a television show. And so while it may feel saturated in some ways in your niche online, especially like in the social media space, you would be shocked how few books exist that represent the kinds of things that you stand for or want to say in the world. And going down the rabbit hole of, like, looking for comparable titles, it is so clear to me that there needs to be more writers. There needs to be more people sharing their idea with the world. And I'm excited to hopefully be one of those people. But if part of your reason for not pursuing writing a book has been because you think there's already so much out there, at least in the nonfiction space, I do not think that's true. I think there's so much room and so much opportunity, and if you're willing to do the work, I think you can go really far. So for a nonfiction book, you're putting together this book proposal. And a book proposal has kind of like a set number of parts that are pretty similar. Like, I've come to find that not that there is a standard that's required, but there are expectations of what goes in the proposal. People are used to looking at many proposals and sort of like a job resume, how you know you have to put your title and the dates you work there, and probably some bullet points about the kinds of things you accomplished or whatever. And there's like a known format for a resume. The same is sort of true for a book proposal. Could it look a lot of different ways? For sure. But the contents is ultimately very similar from one person to the next in terms of format. The specifics are different and unique to whatever concept you're trying to sell. So you include a working title for your manuscript, a concept which is essentially what is the premise? Kind of similar to an Amazon description, for lack of a better way to describe it. If you were basically trying to sell your book to someone who's never read it before, what would you say about it? You need a hook, which is sort of answering the question, why you? Why now? But more in the context of what makes this thing stand out, what makes it relevant today, why should someone be paying attention? You'll also include a little bit of background about you as a person, regardless of if you've written a book before. If you have written a book before, you would include notes about previous things you've written and published. You talk about who it's for, who is your ideal reader, who is this marketable to, what kind of audience does that look like? And then what is your marketing plan? I knew this would be a thing but it's kind of interesting. I've looked at a lot of different examples, I suppose, people's marketing plans. And as someone who's been in marketing for over a decade, I have been shocked how not really marketing plans these marketing plans are. So a lot of people are doing the bare minimum and basically saying, yeah, I'm going to talk about my book everywhere on all my social platforms and then get on all these podcasts. Cool. And like, that's not really a marketing plan. So I do think because of that, that it's a unique place to. To stand out, to have your unique voice kind of show up in a way that they haven't seen other authors present their work or talk about how they want to market it. I have to apologize, man, I sound so nasally and I am fully aware I'm not sick, but I just got done crying before I recorded this episode. Not because I'm upset, it was because I was writing something beautiful about friendship and it just really got to me and I had tears streaming down my face and snot running and literally dripping on my keyboard. So I apologize that I sound congested, but nonetheless. Okay, back to the marketing plan. They do care about numbers. They do care about how many followers you have on various platforms. They care about your platform, like what you stand for, the kind of people you're already naturally in front of. They also care about who you know, which is kind of icky feeling like writing all that down, but who you know is important in the grand scheme of things. And so being able to say, I have these connections that are also in this industry, that also have similar audiences, and they're audiences of this size will potentially give you a leg up. But I also think this is where you can really be unique. Like, if you feel like you have a smaller platform or you feel like you don't know as many people, I wouldn't make that a deterrent. I would just know that you need to show up differently, like, include something a bit more unique. But be very sure of yourself and confident in your ability to execute on that plan. The next piece of the puzzle is your table of contents. And the first part is pretty basic, and that it's literally just your chapter titles numbered, what it's called. And then you do beyond that, you do what's called an annotated outline, where essentially you're taking each of those chapters and you're writing a description about what you plan to write that chapter about, giving them a preview of what the book will encompass. Now, I think the Annotated outline. Having looked at several different options out there, I think some people put a lot less information and some people put a lot more information. I don't know what's right or wrong. Like I haven't sold this thing before, so I don't know what to have people expect. But I'm assuming that including a bit of thoroughness is going to be helpful. So like, one of the pieces of advice that my book coach, Jeff Goins gave me is he talked about that one of the questions they will kind of ask themselves as an editor is should this be an article or should this be a book? And so you do have to prove some level of depth. Like this couldn't all be summed up in a few thousand words. You have to show that there's a reason to put 55 or 65,000 words out into the world about this topic. And so I think you're outline. It can't just be one idea. Like it has to be a thorough representation of where you're going with this book and then you will ultimately have writing material. I don't know if there's a right or wrong answer. My book coach wants to see somewhere between 6 and 8,000 words total included in the proposal how I ultimately go about doing that. You know, originally he had me shoot for like 3,000 words a chapter. And the interesting thing is I did the intro first and got it to 3,000 words. And then he basically told me to make cuts because he felt like it could be a little more of a cliffhanger, which I felt like was an interesting concept. But it meant that my Intro went from 3000 to 1500 words. And now I'm probably going to not only have to include chapter one, but also chapter two as a result. Which is fine. It's just been an interesting process.

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[Abigail Pumphrey]

See mint mobile.com now I had done enough research before I started that none of that was a shock to me. Not really. Like what it was included seemed pretty straightforward. Did not surprise me. What has surprised me has been the process. And I love writing. I still love writing. I can't imagine not loving writing ever. But it is a very different process to be someone who writes when they're inspired and feels like the thoughts are flowing out of you and then essentially force yourself to sit down and work on something when at this point you're essentially trying to reproduce that feeling and still put out great work. And that's hard. Way harder than I could have anticipated. Now I have asked for some advice because it was so challenging that I was like, I don't even know. I don't even know if I can do this because even if I believe in the idea and I believe in the concept, if I am forced to write when I don't have it coming out of me, like this is going to be a problem. And I ended up posting a TikTok and I was like, help. Basically. And I got a comment back that made a ton of sense to me and she was essentially like, I look for inspiration. So I'll stop and take a walk, or I will listen to, you know, an inspiring podcast or an author that, you know, usually gets my ideas turning, and I'll kind of wait for that moment and kind of click in then. Or the other thing she mentioned was stream of consciousness writing where she'll essentially start journaling, and then the next thing you know, it is coming out of you, but not necessarily in the way you anticipated. And for me, that has been such an essential piece of understanding. Like, do not sit me at a desk and say write something. No, I would say easily 80 to 90% of my best work is written on my phone and nowhere near a computer. Like, I could be on a walk. I could be in a bathroom somewhere. I could be laying in my bed. I could be anywhere but my desk. And before, those were the things I used to call, like, shower thoughts. You know, a fleeting thought that would just come and go. But instead I've learned to pause and pull out my phone and open my notes app and just write those thoughts down, write those ideas down. And once you start writing, more will come. It will keep flowing out of you. So this morning I was feeling stuck. I wasn't necessarily planning to write this morning at all. I have plenty of other things I need to be doing besides working on this proposal, even though it is the one thing I want to be working on most. And I just wasn't feeling it. I was in no shape or way interested in doing any kind of work. And I used to fight that. I used to put myself on my desk and force myself to get going. And, you know, once I got going, it would start to eventually work. And while that's still true, like, I could sit down and as long as I sit down and get started, like, it will start flowing out of me. My to do list anyway. I don't want to be that kind of person. Like, I don't want to force myself to work when I'm just, like, feeling emotional and weird and tired and not necessarily anxious, just, like, drained, you know, it's less than two weeks since I got back from the uk. We have not had a normal week since, like, I came back the following week. I was in promo for a workshop, and then I had the workshop, and then I've been in this launch mode and, you know, then we had a holiday and all the things. There has been no sense of normalcy since I've set back foot on American soil. So I was like, you know what? I am just gonna lay in bed and you Know, normally I would try to ignore my feelings, right? I would doom scroll, look at social media, try to numb my way out of whatever it was that I was feeling. But, you know, journaling has been one of the most profound things that has helped me in my life. The thing I didn't necessarily anticipate is that journaling would ultimately mean that I want to share a lot of those thoughts and ideas with the world. So I pulled out my phone, I started stream of consciousness writing. And initially I was writing about that feeling, that feeling of wanting to slow down and wanting to do less and being simultaneously wrestling with this thought of wanting, having so many ideas that you want to do all of them and yet none of them at all. And also just wanting to do nothing for the sake of doing nothing. I don't know. I wrote about it much more profoundly than I'm speaking about it, but what ended up happening was really beautiful. And I started writing about what it's like to feel seen. And I started writing about friendship and I started writing about individual people in my life. And I started crying. And not because I was upset or defeated or any of those things. I was just so full knowing that these people love me so much and they're willing to do anything to support me. And I spent so many years, like, searching for acceptance and love and support and looked for it in all the wrong places. And to be at a point in my life where I have these people in every corner of my life, it's just such a beautiful thing. And so I slowed down and wrote what came out of me. And then I texted every single person that had come up in my kind of writing escapades this morning. And it felt so good. Now, do I think all of that will end up in this book? No. Do I think some of it will? I'd be shocked if it didn't. And I don't think that would have come out if I just continued to push myself to make my best work. You can't push that out of you. You have to feel it. It has to come freely and flow from you. And so my biggest piece of advice for anyone who is wanting to put their work out into the world is that you can't force it. You can't keep, you know, typing into chat GPT your goal and letting it spit something out back at you. And then you just perform it. You just do what it says to do. I mean, can you do that? Sure. Will it work? Maybe. Maybe even semi well, but I don't think that'll be Your best work. I think your best work comes from you. I think your best work comes when you silent your mind and you get present and you allow yourself to actually think and not just swirl in all of the things that you think you should be doing. When you start to notice, you know, the rustle of the leaves or the birds chirping or the distant sound of children's laughter, like those are the moments your best work will come to you. And I don't want to sit here and tell you that that is something that comes easy. It takes time to figure out how to get present. It takes time to figure out how to slow your mind down enough that you can listen to those innermost thoughts. But when you do, your best work will come out. So I'm excited to be continuing this process and I mentioned I was surprised by the evolution. You know, you go into a book proposal undoubtedly with a pretty strong idea of where you're going. I think most people have thought about it far too much before they even get to the point that they're putting this together. But the part I didn't expect is that even though I feel like I had a solid concept and even a solid, like outline, when I started actually writing the contents, when I started doing the material, the sample material, I realized who the book is for is different than I expected. I thought I was going to be writing a book strictly for entrepreneurs, other people in the online space. And at least as of now, I know it can change a thousand more times. But at least as of now, I I'm pretty confident this book is for anyone who's ever battled with trying to please society's version of what success looks like and has been labeled gifted or special or someone who's going places and then they felt trapped. This book is to help people see themselves get a better understanding of their thoughts and views and values and not the one that culture like told them that they should believe in. It's a mirror in a lot of ways, and I'm so excited to put it out into the world and to tell you far more about it. But I just want you to know that if this is a process you start, don't go in with a plan and be unwilling to change the plan. I think you have to go in with a plan and be willing to let it live a life of its own and grow and evolve and see where it takes you. I think that will produce your best work. Not the sticking to the original thing you swore you had to do. It can keep growing with you and that's amazing. So if this is a topic you're interested in and you'd like to know more details about the process, I'd love if you'd send me a DM over at Abigail says. I would love to know more specifically individual things you want to know, like is it how I piece together ideas or decide what goes into a chapter, or is it how I edit or how I Whatever. I'm open to sharing anything, but I also just don't want to be presumptuous. And I know that everyone listening doesn't plan to write a book. Some of you are just curious, which is totally cool. But I want to be helpful to as many people as possible. So if you have a certain topic or idea, whether it's about book writing or something else entirely, send me a DM over at Abigail says. I'd love to hear from you. I'm always supportive of knowing the kind of content you want to see me put out into the world. I'm here for you. I'm cheering you on. I can't wait to see more of your best work out in the world. Have a great rest of your day.

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