"Your proposal is the most important piece of your writing project," said Len Goss, senior acquisitions editor with Boardman and Holman.  "Without a well-focused and thought through, concise proposal, you will likely not be published.  An editors first response to a prospective proposal is 'No.'  The writer must give the editor a reason to say Yes."

Jeanette Thomason, special projects and acquisitions editor for Baker Book House, said, "When I have read a proposal, I ask myself 'So what?" and 'What's new?'"  In other words, as a writer, you must present not only a good idea, but also show why your ideas is different and better then similar publications.  You must also convincingly show why you are the best person to write on this topic.

Would an otherwise good book ideas be turned down because the writer has no ability in the area?

Yes.  Editors want qualified writers.  Qualified can be defined as both qualified to to write with clarity and style, and personally qualified to write on the particular subject matter.

How does a writer demonstrate a willingness and ability to help market the book?

A speaking ministry or a ready-made audience tells the publisher that your presence amidst their publications will translate into book sales.

Isn't all this emphasis on sales rather crass and commercial?

The publisher exists to bring well-presented ideas to the marketplace and to sell books.  Goss explained that when he has a proposal with promise, he takes it to his acquisitions team meeting, which includes sales people, marketing managers and other managers.  Twenty-five people hash out the pros and cons of the prospective book and have to collective give it a thumbs up before the author will get a contract offer.  Anything you can do to influence that process is to your advantage.