Seven Types of Commercial Nonfiction & How They Sell
Learn the difference between memoir, autobiography and your memoirs (plural)
In my editing and coaching practice, I often see clients who try to fit two books into one manuscript, or who want to bend genre lines. In general, traditional publishing requires a ‘stick to your lane’ approach. There are exceptions, of course, like Braiding Sweetgrass and Searching for the Mother Tree. This is rare, though, for debut (industry-speak for ‘first time’) commercial authors. It’s a much stronger choice to determine which story you’re writing (pick one) and make that story come alive as best you can. You can always write another book!
If you’re planning to self-publish, you have more flexibility, because you don’t have to answer to gatekeepers. That said, you still need to know:
In which section of a bookstore readers would find your book, and
Which bestsellers from the past five years would sit on the shelf alongside yours.
In industry-speak, those books are your “comps”—comparable and competing books). If you’re hoping to publish traditionally, you should still know your comps; you’ll need them for your book proposal and/or your query letter.
Here are seven nonfiction categories, some of which are more open to newcomers than others.
Narrative Nonfiction
This includes memoir, authorized biography, prescriptive and Big Idea books, but isn’t limited to them.
Examples: Marley & Me, Into Thin Air, Neurotribes
Driven by a story arc (e.g., something changes from the opening line to closing)
Typically sold on proposal except for memoir
Must have journalism platform or equivalent and/or exceptional writing (and/or major publishing or media connections)
Prescriptive (aka Practical) Nonfiction
This category includes how-to, self-help, business and personal growth, and more
Examples: A New Earth: Awakening to Your Life’s Purpose, Big Magic: Creative Living Beyond Fear, How to be an Antiracist
Sold on proposal
More concept-driven than story-driven
Must have both authority and credibility. You’re unlikely to find an agent or publisher unless the title aligns with your professional expertise
On top of expertise, author must have modest-to-significant platform to publish traditionally. I define “modest” as four figures, “significant” as five to six figures, and “massive” as seven figures or more. These terms are by no means standardized across the industry (LOL).
Big Idea Book
A book that changes how we think about our world, culture, community and systems…among other things.
Examples: Caste: The Origin of Our Discontents, Quiet: The Power of Introverts in a World that Can’t Stop Talking, Blink: The Power of Thinking Without Thinking
Uses lots of primary and secondary research, primary interviews and case studies to illuminate different facets of the Big Idea
Typically sold on proposal
Author must have significant platform as a journalist or academic (and/or major publishing or media connections)
Memoir
Tells the story of an inner transformation that happened during a discrete period of time in the author’s life.
Examples: Aftershocks, I’m Glad My Mom Died, Brown Girl Dreaming
The inner transformation is the story; the events are scaffolding
Sold based on manuscript (unless you’re literal royalty or an Obama)
Must be exceptionally well-written, on par with a novel
By definition, written by the author in first person (again, unless you’re Prince Harry or Andre Agassi)
Only about 20% of memoirs sold are by authors without a platform, previous books or major media connections. It’s a long shot, but not impossible, especially if both your story and your writing are exceptional.
Autobiography
What it is: The entire story of one’s life to date
Examples: Becoming, My Experiments with Truth, Long Walk to Freedom. All of these were likely co-authored if not ghostwritten.
If you’re famous enough to warrant writing an autobiography, you don’t have time to write a book
Typically written in a more journalistic style than memoir, not as emotionally revealing
No market for this unless you’re a global household name
One’s Memoirs, plural
What it is: A series of vignettes from throughout the author’s life, without a connecting theme, transformation, or story arc. Usually told, rather than shown.
Examples: Nelson Mandela’s Conversations with Myself
Frequently, people will write something like ‘their memoirs’ to leave for their children or grandchildren, but there’s no traditional publishing market for these
The exception is if you’re a household name (and therefore have a humungous platform)
Authorized Biography
Biography of celebrity-status individuals or groups (e.g., bands, actors, athletes, etc.) Subject’s name is usually part of the title.
Examples: Elizabeth Taylor: The Grit and Glamour of an Icon, The Kids in the Hall: One Dumb Guy, Charlie’s Good Tonight: The Life, Times and The Rolling Stones
Most often, journalist authors are hand-picked by an artist, group or agent. Occasionally having a close personal connection with the subject can help—close enough that you can discuss the idea directly with the subject
Subject (not necessarily author) must have massive enough platform or audience to warrant a biography
The vast majority of traditional publishing is not based on merit alone but on platform…and connections. Publishing is a business. Publishers are your investors, and they’re looking for an ROI. Therefore, publishers increasingly want proof of an audience (i.e. social followers or email list) that is ready and eager to buy the author’s book. I don’t think this is necessarily the ideal approach (writing a book and building a platform are completely different skill sets), but that’s for another time.
As I write this, I imagine how discouraging it may be for some people to read this. If you’re open to publishing with smaller presses, you may not need as large a platform as you would for the big New York publishing houses. That said, my advice for those who want to publish nonfiction traditionally is build your platform first; then write your book.
There’s also always the self-publishing path or going with a credible hybrid, though the latter requires substantial funds.
Do you have any questions about nonfiction genres? Ask away in the comments!