Good analysis here. My book on food writing, Will Write for Food, covers book proposal writing in depth and includes information about the competition section. You mentioned Amazon. It's helpful to look at the sales rank to figure out whether the book is selling. The lower the number, the better. Re complementary books, it's best to keep those to a minimum and focus on books that inspire -- just a few.
It's fascinating to hear how you all navigate this process. I'm sure it's no surprise, but AI may likely play a part in comp title selection. Jane Friedman posted this article about using Chat GPT to select comps (https://janefriedman.com/how-to-find-comp-titles-using-chatgpt/). I know of at least one specialized AI tool for publishers that is working on simplifying certain marketing tasks, and I expect that it will eventually be trained to select comps too—ideally finessed by a human. I'm very curious to see how this process evolves over the next couple of years.
Frances, thank you for this reminder about AI and for sharing Jane’s article. AI could definitely help generate a list to get someone started, and from there that person could do the research to see which books are truly a fit (and truly deal books). From the publisher side, this makes a lot of sense, especially if the AI is trained on real book sales and can generate a starting point for sales/marketing comps.
As a cookbook aficionado, it’s bothered me in recent years how similar new books are. The most glaring example is the Simple and Every Day trends. It seems like every new book by both established and emerging authors had those words in the title. I get that the concepts are popular and that the title is the draw, but for me it’s reduced the innovation and creativity to a marketing ploy. I understand the need to look at comps, but I hope originality and innovation don’t get lost in the shuffle.
It’s true that the biggest problem with comps is that publishers seem to want the “same thing, but different.” This goes across all types of books, unfortunately. Like when every thriller has “the girl” in the title.
I intentionally built my list of comp titles based on my personal experience as a consumer, rather than relying on Google searches or market research. When my diet became highly restricted due to food sensitivities, I had to navigate this new way of eating from a place of necessity and urgency. That organic, real-life journey—searching for resources, experimenting with recipes, and trying to find support through cookbooks—shaped the titles I encountered and relied on. If a book didn’t show up in that genuine, boots-on-the-ground experience, I didn’t consider it a true comp title. I wanted my list to reflect the books that were actually discoverable and useful to someone in my position.
That makes a lot of sense, and by doing so, you developed a strong handle on what books were available in the marketplace -- and that people were using to solve real-world problems.
I avoid bashing other books when listing comp titles because editors often have personal or professional ties to them. Plus, it's fun to exercise that muscle that allows us to communicate tricky things with a positive spin.
A valuable part of my process was studying reader reviews of the comp title on Amazon. Their feedback helped me identify both strengths and gaps in those books, which informed how I could refine and differentiate my own book. I included actual quotes from the reviews to avoid sounding overly critical.
Great post, Kate! So much good info here!
I feel like there is probably even more to say— maybe in a future episode:)
Good analysis here. My book on food writing, Will Write for Food, covers book proposal writing in depth and includes information about the competition section. You mentioned Amazon. It's helpful to look at the sales rank to figure out whether the book is selling. The lower the number, the better. Re complementary books, it's best to keep those to a minimum and focus on books that inspire -- just a few.
Great advice, and your book is such an important resource!
As always, a really helpful post. Thank you - xoD
Thank you, Dorie! I’m sure your books appear on many authors’ lists of comp titles! Mostly in the “aspirational” category!
It's fascinating to hear how you all navigate this process. I'm sure it's no surprise, but AI may likely play a part in comp title selection. Jane Friedman posted this article about using Chat GPT to select comps (https://janefriedman.com/how-to-find-comp-titles-using-chatgpt/). I know of at least one specialized AI tool for publishers that is working on simplifying certain marketing tasks, and I expect that it will eventually be trained to select comps too—ideally finessed by a human. I'm very curious to see how this process evolves over the next couple of years.
Frances, thank you for this reminder about AI and for sharing Jane’s article. AI could definitely help generate a list to get someone started, and from there that person could do the research to see which books are truly a fit (and truly deal books). From the publisher side, this makes a lot of sense, especially if the AI is trained on real book sales and can generate a starting point for sales/marketing comps.
I love the idea of having different comps in the section. I’m going to start to integrate this suggestion!
This is so helpful! I often look at book proposals for friends and this is just the trickiest section.
It feels trickier these days... I feel more emphasis is put on it that in the old days.
Helpful, as always. And "high school book report" is a great analogy!
Remember? you'd have to have a hypothesis, and then every paragraph that followed would have to support the hypothesis?
PTSD 😂
And don't even get me started on all those roman numeral outlines...
Looking forward to listening to this one as I write my next proposal!
Thanks! And very exciting you’re thinking of book#2!
As a cookbook aficionado, it’s bothered me in recent years how similar new books are. The most glaring example is the Simple and Every Day trends. It seems like every new book by both established and emerging authors had those words in the title. I get that the concepts are popular and that the title is the draw, but for me it’s reduced the innovation and creativity to a marketing ploy. I understand the need to look at comps, but I hope originality and innovation don’t get lost in the shuffle.
It’s true that the biggest problem with comps is that publishers seem to want the “same thing, but different.” This goes across all types of books, unfortunately. Like when every thriller has “the girl” in the title.
Headed there to listen now! While this no longer applies to me, I am so so curious to see how it compares to my process.
Let us know what you did differently! There’s no one way to approach it, that’s for sure.
I intentionally built my list of comp titles based on my personal experience as a consumer, rather than relying on Google searches or market research. When my diet became highly restricted due to food sensitivities, I had to navigate this new way of eating from a place of necessity and urgency. That organic, real-life journey—searching for resources, experimenting with recipes, and trying to find support through cookbooks—shaped the titles I encountered and relied on. If a book didn’t show up in that genuine, boots-on-the-ground experience, I didn’t consider it a true comp title. I wanted my list to reflect the books that were actually discoverable and useful to someone in my position.
That makes a lot of sense, and by doing so, you developed a strong handle on what books were available in the marketplace -- and that people were using to solve real-world problems.
I avoid bashing other books when listing comp titles because editors often have personal or professional ties to them. Plus, it's fun to exercise that muscle that allows us to communicate tricky things with a positive spin.
Agree with that completely. If you don't like a book, you shouldn't use it as a comp anyway.
A valuable part of my process was studying reader reviews of the comp title on Amazon. Their feedback helped me identify both strengths and gaps in those books, which informed how I could refine and differentiate my own book. I included actual quotes from the reviews to avoid sounding overly critical.