Jackie Ashton - Secrets to Landing a Non-Fiction Book Deal with THE BOOKMARK AGENCY
The publishing world remains one of the most misunderstood industries, shrouded in myths and romantic notions that often lead aspiring authors down disappointing paths. In my recent conversation with Jackie Ashton, literary agent and founder of Bookmark Agency, we pulled back the curtain on what it actually takes to succeed in today's competitive book market.
One of the most illuminating insights Jackie shared was the stark difference between a book that interests you personally versus one that can capture the attention of thousands or millions of readers. As she aptly put it, "There's a significant difference between a book idea that's interesting to you or your mom versus a book that's interesting to, hopefully, millions of people." This fundamental distinction separates hobbyists from published authors. The market doesn't care about your personal connection to your story unless you can translate that into something universally compelling.
What makes a book stand out in today's saturated market? According to Jackie, it needs what she calls the "H-Mart factor," named after Michelle Zauner's bestselling memoir "Crying in H Mart." While Zauner was writing about a common experience—losing a parent to cancer—she approached it through the unique lens of Korean food and cultural identity. Rather than detailing medical procedures and treatments, she created a "container" for her story, focusing on the kitchen as the setting for exploring her relationship with her mother. This specificity and unexpected angle transformed what could have been just another cancer memoir into something extraordinary and distinctive.
For non-fiction authors, platform has become increasingly crucial in recent years. Publishers are looking for authors who already have direct access to their audience—whether through newsletters, speaking engagements, podcasts, or social media. As Jackie explained, "You have to show the publisher that people are already coming to you for information on this topic." Gone are the days when a few major media hits could guarantee book sales. Today's fractured media landscape means authors need to build their own direct channels to readers. This shift has made publishing much more challenging for unknown authors, regardless of how compelling their ideas might be.
The timeline for traditional publishing remains glacial compared to most industries. From signing a book deal to seeing your book on shelves typically takes about two years—a period during which the cultural landscape can change dramatically. This unpredictability adds another layer of complexity, as a timely topic today might be yesterday's news by publication. That's why building a direct relationship with readers is so critical; it's the one marketing asset you can control regardless of what's happening in the broader culture.
Perhaps most sobering was Jackie's candid assessment of the financial realities of publishing. Most first-time authors don't earn out their advances, and the payments that do come are typically spread over several years. Even for literary agents, the business model can be challenging—taking 15% of author earnings means building a substantial client list before achieving financial stability. This explains why many in publishing, including agents, have second jobs or additional income streams.
For those determined to write a book despite these challenges, Jackie offers valuable guidance: focus on what only you can say, find a unique angle, and build your audience before approaching publishers. And remember that there's no shame in alternative paths—self-publishing allows for complete creative control and can be an excellent way to establish yourself before attempting the traditional route. Most importantly, write because you have something meaningful to contribute, not because you expect fame or fortune. The odds of achieving either are slim, but the value of sharing your unique perspective remains worthwhile regardless.
