What Publishers Really Want: Insider Tips for Nonfiction Authors in 2025

In 2025, landing a nonfiction book deal means more than having a great idea—you need marketability, proof of concept, and a strong platform. Publishers seek originality, but it must align with proven models. A unique idea is intriguing, but its market potential must be clear.

According to powerhouse literary agent Sam Hiyate, publishers love books that feel fresh but aren’t risky—"be different, but not too much."

During a recent event, Sam Hiyate and Allison Lane shared insider tips on what publishers are looking for right now. Watch the full event and interview here: CLICK HERE.

No surprises here.

1. Your author platform is critical. A strong presence on social media, a newsletter, or speaking engagements proves your ability to reach readers. Viral content or significant engagement demonstrates demand for your book. Dr. Christine Gibson’s TikTok videos on trauma, which garnered millions of views, secured her a deal for Modern Trauma Toolkit —proof of concept matters.
2. A compelling book proposal is non-negotiable. Think of it as your book’s business plan. It should include an overview, audience insights, marketing strategies, and a competitive analysis that highlights your book’s unique value. Publishers don’t just want ideas; they want assurance that your book can sell.
3. Marketing responsibility rests on the author. Podcasts, speaking events, and newsletters are essential tools to amplify your book’s visibility. Publishers won’t create a market for you but will enhance your efforts if you’ve built momentum.
4. Storytelling is a must. Even in instructional books, to connect deeply with readers. Personal stories, like those in Artpreneur, broaden a book’s appeal and make it memorable.

Your book’s success lies in your hands—build your platform, refine your pitch, and let your unique voice shine.

During a recent event, Sam Hiyate and Allison Lane shared insider tips on what publishers are looking for right now. Watch the full event and interview here: CLICK HERE.