Andrea Nguyen
Author & Teacher
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One of Cooking Light's 2010
Favorite Cookbooks!
Asian Dumplings
(Ten Speed Press, 2009)
Reviews & Press Release
Enhanced e-book due: 3/11/2011
Into the Vietnamese Kitchen
(Ten Speed Press, 2006)
Reviews & Press Release
E-book release: 5/11/2011
Recent Posts How to Get a Cookbook PublishedSriracha and Crab Rangoon Wontons RecipeHome Remedies for Winter Cough: Vick’s and Ginger BrewBest Banh Mi in America? Is Cheap Banh Mi Good?Pan-fried Tet Sticky Rice Cake Recipe (Banh Chung Chien)The Lazy Person’s Guide to Celebrating TetReivented Pho Roundup in DC: For real, just faux, or cool?Pot au Feu Recipe (Sup Thit Bo)Dog as Food in Americas 9,400 Years AgoA First Birthday Party after 70 YearsRecipesAppetizer and Snack RecipesBanh (Crepes, dumplings, cakes, bread) RecipesBanh Mi Sandwich RecipesBasic Sauces, Stocks and Garnishes RecipesChile Sauce RecipesClaypot (Kho) RecipesDeep-Fried RecipesDessert and Sweets RecipesDipping Sauces RecipesDrink and Beverage RecipesGluten-Free RecipesGrilled RecipesMain Course RecipesMeat RecipesNoodles RecipesOne-Dish Meals RecipesPho RecipesPoultry and Egg RecipesRice RecipesSalad RecipesSeafood RecipesSoup RecipesStir-Fry RecipesStreet Food RecipesVegan RecipesVegetable Sides and Pickles RecipesVegetarian Recipes Vietnamese RecipesNon-Vietnamese RecipesHandy InfoAsian IngredientsAsian MarketsBasic Vietnamese KitchenBook Reviews + moreCooking Tips and ToolsEssentials: Fish SauceEssentials: NoodlesEssentials: Pho Noodle SoupEssentials: RiceEssentials: Rice PaperGardeningHow to Find Asian Markets & IngredientsMama SaysTet New Year CelebrationTravelAwards + Praise
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2007 Best Asian Cookbook
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2010 Best Single Subject Cookbook
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February 20, 2011 How to Get a Cookbook PublishedL. Chin emailed last week asking for advice on how to get a cookbook idea into print. I usually answer those queries privately but this time, I thought I’d present the information as a post because you may wonder how this stuff happens, and/or you have tips and experiences to share.
When I started out wanting to write my first book, Into the Vietnamese Kitchen, I didn’t know much. However, with some pluck, luck and lots of hard work, I placed the book with Ten Speed Press, one of the best cookbook publishers in the United States. I’m currently working on my third book with Ten Speed, due out in early 2012.
I don’t have a set game plan for aspiring cookbook authors but I’ve found certain things to have held true over time. Keep these eight (8) tips in mind, whether you aim to sell your idea to a publisher or self-publish, see your work printed on paper or in digital format:
1. Have something to say: Develop an idea that hasn’t been done before or a concept that improves on what has already been done. Do you have a different angle on a cuisine? Is there a sustainable culinary trend that deserves attention? Most importantly, do you have a point to make? What is it? The topic should stoke the fire of your intellectual and food interests. Feel it in your gut.
Write for online publications too. Aim to get your ass kicked by the best editors out there. You will learn what it’s like to sell (and not sell) an idea. You’ll also benefit from the professional collaboration that creates excellent publications. Your writing skills will improve.
3. Meet people in the industry: No writer works alone. Join the professional food community to meet other writers as well as editors, photographers, stylists, and publishers. Meet chefs and corporate food people too. Consider participating in national organizations such as the International Association of Culinary Professionals (IACP) and Women Chefs and Restaurateurs.
Is there a local or regional organization to join? In Northern California, we have the San Francisco Professional Food Society (SFPFS) and Culinary Historians of Northern California (CHONC). Before joining, attend an event to see if there is a good fit, if you want to hang out with those folks. Also explore less formal organizations too, such as a supper or cooking club, because you never know who you’ll meet. if you want to hone your writing skills and network in an intense weekend of workshops and learning, attend the annual Greenbrier Symposium for Professional Food Writing (Greenbrier FB page).
You’re merely networking. Plus, professional food events are always fun. There’s usually good food and drinks!
4. Develop an online presence: I was once told that I could not sell my book project unless I was on the Food Network. That wasn’t true. Look at all the books authored by people without shows on TV. On the other hand, you need to have a ‘platform’ – people need to know who you are. Along with the professional networking, aspiring authors will be more successful these days if they have a web presence – a blog, Twitter, Facebook, YouTube, etc.
You don’t need to have a ginormous following but being active and engaged on the web will help you convince publishers that your project is worthy. Writing online is great way to practice the craft of writing. It’s a regular intellectual workout.
5. Write a proposal like a business plan: Follow the usual outline but think of strategies for marketing and selling the book. With regard to Asian topic, publishers and their marketing/sales force may not be familiar with your topic. You may have access to potential audiences and media channels that they do not. Publishers want to make money off of a book and so do you! How can you work with the publisher to sell lots of books?
6. Find an agent or shop the book project yourself: Approach agents who have represented authors that you respect (check the Acknowledgements of a book). Cookbook agents are often member of IACP or WCR; they may attend the annual conferences. See if there’s a fit with the agent. He/she will tell you how viable your idea is. If needed, an agent will help you tweak or reshape your idea.
If you are willing to negotiate directly with an editor or publisher, then try to sell your idea yourself. It’s hard but a number of publishers, especially the independents, consider unagented proposals. (Btw, I current am not represented by an agent.)
7. Know the financial realities: Don’t expect money to rain from the sky. Few cookbook writers can live off their advances and royalties. Maintain a day job or ask your partner for his/her financial and emotional support. Really.
The payoff is that you have a magnificent asset for your professional calling card. You build your platform and career with the book. Your financial wealth may grow a bit but the pot at the end of the rainbow is filled with a different kind of gold.
8. Realize that the book will own you: Writing a cookbook is a full-time endeavor. Actually, it’s an obsession that I mull over while I sleep and wake up thinking about. The book does take up a major part of your professional and personal life so be prepared.
Lastly, there are few overnight successes. Successfully selling a cookbook idea to a publisher is tough but many people have done it. Why can’t you?
I hope these tips are helpful. If you have additional questions or information to share, chime in!
Related posts:
When is a cookbook deal too good to be true? (on justcookNYC.com, 2/20/11)Behind the scences of the Asian Dumplings photo shoot (on Asian Dumpling Tips, 8/05/09)Posted in Books | PermalinkDigg This | Save to del.icio.us | Comments
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Andrea:
Thank you for your advice, but frankly, I think luck is the most important thing in getting a book published.
The cookbook market is hard. Very hard and frankly, I don't know how publishers make a buck on any book even the best. For non-celebs, they must weight the sales across 20+ years to see if they can turn a profit from the cost of the promotions.
I wound up going the self-published route after being told by many publishers that they were reluctant to buy my book because it was, "unlike anything else out there," and that there was no "wake" to market my book in, because my book was unique - part history, part anthropology, part cookbook.
All that aside, there are benefits of being self-published - like never going out of print. My book was nominated for an award by the Le Cordon Bleu World Food Media Awards, and sells well for a self-published tome.
So for aspiring writers who are confident in their product and who have done a lot of hard work but who still get a lot of rejection letters - please don't give up. Consider self or "subsidized" publishing.
Thanks,
Laura
Posted by:Laura kelley |February 20, 2011 at 01:41 PMGreat tips, and just as applicable to business writing, its an incredible calling card.
I am so happy you are working on book #3, and you may have mentioned it, but can you give us a sneak peak as to the topic of this new book?
Posted by:OysterCulture |February 20, 2011 at 03:39 PMI would say forget about publishers. Self publish digital versions on Amazon Kindle's platform and the likes. Printed books are dying...
I have both of Andrea's books and there were times when I was at work and wanted to try a new dish from one the books, but I keep the books at home...Digital version would have solved the problem. I plan on buying book #3 digital version =) I see the Kindle version of book 1 & 2 are on pre order status =)
Posted by:Donkey Kong |February 21, 2011 at 01:27 AMThanks for the great advice. I would dearly love to create my own cookbook, food InTolerances are on the rise and I think it would have a healthy demographic to market too.
Posted by:InTolerant Chef |February 21, 2011 at 01:55 AMLaura: Thanks for sharing your self-publishing experience. I totally concur and you're proof that "subsidized" publishing works! Love the term!
Oysterculture: No peaking till later this year. I havta finish the manuscript!
Donkey Kong: YES! You let the cat out of the bag. Digital version of book #1 and 2 are on their way.
InTolerant Chef: Keep your eyes on the prize. Work up a proposal and polish it over time for when you're ready to write.
Posted by:Andrea Nguyen |February 21, 2011 at 10:40 AMLove this information, thanks for sharing it! I agree -- much of this is applicable to writing in general.
Posted by:Michelle |February 21, 2011 at 09:31 PMThese are all really great tips. The truth is, there isn't a 'one size fits all' solution anymore, which is a good thing because people can self-publish and write on any topic they wish. Publishers reject a number of good books for reasons like you mentioned ("You don't have a show on Food Network") or the marketing team didn't like your idea. (Mastering the Art of French Cooking by Julia Child was rejected, too. And it sold 100k copies the first year.)
However the one thing that is a good idea is to have an editor, even if self-published. Hiring one can help you tune up your book, make critical suggestions that you might miss, and proofread the text. It'll be interesting to see the future of digital books, especially as iPads and other devices evolve.
Posted by:David |February 21, 2011 at 11:18 PMThis is really good advice, Andrea. I don't write cookbooks, but it applies to narrative as well.
I worked in publishing for a number of years--both at a publisher and a literary agency. I was the first person to see the proposals and decide which to reject out of hand and which to consider. It was always shocking how few people had put together a serious package and spent the time to research what agents and publishers might be a good fit for their project. In most cases people simply weren't doing their homework, which was a waste of everyone's time and hopes.
One of the earlier comments mentioned that it mostly comes down to luck, and I would have to disagree. Even though aspiring writers feel like it's impossible to break in (and it isn't easy), every agent and editor wakes up in the morning hoping to find the next great project. The key is to be smart, diligent, and creative. Andrea's a great example of this.
Thanks for getting such good advice out there!
Posted by:tea_austen |February 21, 2011 at 11:41 PMWas the Kindle version suppose to be a secret? haha I was going to gripe about a non kindle version of the books because I didn't see it before. But I rechecked and saw that it's on the way :) Too bad we Kindle users don't get a deeper discounted price =( But I guess its up to the publisher to set those things.
Also I typed aboved that I wanted to try a dish at work...I meant to type, I wanted to plan a dish at work but didn't have the books on me. I work in a cubicle lol
Posted by:Donkey Kong |February 22, 2011 at 12:53 AMGreat tips! But I think I prefer digital books ;-)
Posted by:ShashaCatering |February 22, 2011 at 06:04 AM@David: Right on about working with an editor when you're self-publishing. Good editors and proofreaders bring fresh perspectives to your words. Sometimes I spend too much time in the weeds to check out the forest.
@tea_austin: Thanks for the insights from the 'other side.' A book project is something that you want others to invest in. It's an artful business venture. It's hard to find a publisher who'll print your work just because they like you.
As for the digital frontier? Let's dive in and see what happens!
Posted by:Andrea Nguyen |February 22, 2011 at 11:48 AM Verify your Comment Previewing your CommentPosted by: |This is only a preview. Your comment has not yet been posted.
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