At the recent Manhattan Cocktail Classic, I organized and moderated a seminar, “Is There a Book Idea on Your Cocktail Menu?” As an author (and now, a hired gun for book proposals and book co-writing), this is a topic close to my heart.
My seminar was part of the “Industry Invitational,” meaning the room was packed with those in the trade. And I do mean the room was PACKED — I suspect that had a lot do do with the all-star panel, which included Jim Meehan of PDT and the PDT Cocktail Book, and Brad Thomas Parsons, author of Bitters — both fresh off of their respective James Beard wins! — Maks Pazuniak and Kirk Estopinal, bartenders and authors, and Hang Time publisher Lori Narlock.
A few key takeaways from the panel:
1. Be prepared to write a lengthy book proposal. This is the document you need to sell a book to a traditional publishing house — it outlines the scope of the book. Jim’s proposal ran about 20 pages (that’s about the same length my proposals tend to run for cookbook projects too). Meanwhile, Brad created a detailed book proposal that was 60 pages long.
Lori Narlock explained why the proposal is key: “That’s your blueprint,” she said. And from an publisher’s standpoint, “if you can’t write a proposal, you can’t write a book. You need to commit.”
2. Your agent is not your mom. Apparently some people get that confused.
3. Options exist outside of traditional publishing houses. For example, Maks and Kirk, who describe their Beta Cocktails book as “a punk rock complilation album,” went the self-publishing route. It took a $3,000 investment to get it done, but I’ve seen that lovely little volume sell out every time I go to Tales of the Cocktail, so I’ll assume they’ve recouped the expense (or are darn close). And even inside publishing houses, the “book” format has become fluid. I love what Lori has started: innovative mini “e-books” of 10 cocktail recipes each, as she ramps up Hang Time’s full-length book offerings.
4. Your publisher won’t sell the book — you have to do it! What I found most interesting here was how other people promote their books. For bartenders (Jim, Maks, Kirk), having the platform of the bar seems to be effective. Jim is also a proponent of using video to show how drinks are made and to build excitement. However…while social media has proven to be an effective tool for Brad for keeping Bitters in the conversation, Jim is emphatically — I might say gleefully!– not on either Facebook or Twitter.