by W. Terry Whalin
When I studied journalism at top-rated Indiana University, my colleagues thought my career change was “different.” Instead of becoming a reporter at the Chicago Tribune or The Indianapolis Star, I joined a missionary group called Wycliffe Bible Translators and spent ten years in linguistics, then returned to writing. I’ve now spent the last three decades writing primarily for the Christian book market. A recent article in Publisher’s Weekly says, “According to the report ‘2024 State of Christian Retail,’ sales increased at 79% of reporting stores, held even for 11%, and declined for 10%. The findings are based on reports from more than 200 Christian bookstores that generated $84 million in sales last year. The 8% increase follows a 2% sales decline in 2022.”
Like every sector of publishing, the Christian book market shifts and changes. I want to share insights and resources for those who plan to write in this area.
Understand the Market
Begin online at the Evangelical Christian Publishers Association website. Read back issues of their weekly newsletter, sign up for their free weekly newsletters called “Rush to Press.” You’ll learn about bestselling books, authors, and publishers. Without background information, it will be hard to break into this genre.
Get Connected
Years ago you sent a proposal or manuscript to a publisher and they read it. Stacks of poor submissions ruined such access. Today authors reach the major Christian houses only through a literary agent. Because of their gatekeeper role, Christian literary agents get many submissions. Each agency has online guidelines and varying expectations. Study and follow the guidelines. Use LinkedIn to connect to agents and editors. Publishing people move around, but they take their LinkedIn accounts with them. Use the personal-note feature to show your professional background and encourage the connection. Watch what they post on LinkedIn, interact with it, and eventually you could submit something. LinkedIn can become a solid work-around for submissions.
Each year Steve Laube publishes the Christian Writers Market Guide, which gives an up-to-date list of the publishers, agencies, and writers conferences. This reference book is a mainstay of the Christian writing industry. Read it, visit the website links, and learn from this valuable resource.
Attend a large Christian Writers Conference
Within the Christian market, who you know is almost as important as what you know. Key editors and agents can be difficult to reach. One of the key paths around this roadblock is to attend a large Christian writers conference. It’s valuable to attend at least one large conference each year. Click here for a list of a dozen conferences for 2024.
Study the faculty and target people you want to meet. Pitch with a polished and appropriate book proposal. Prepare for the conference with a healthy stack of business cards, a smile, and willingness to learn and connect. Conferences provide a remarkable opportunity to take classes, eat with the faculty, and even speak with them late at night to form a relationship. From attending events through the years, I’ve made relationships that have led to writing projects. It takes work for anyone to become known. These events have been a critical part of my connections to the marketplace.
Work for Hire
A portion of my Christian publishing has been work-made-for-hire projects. My literary attorney says I’ve signed more of these agreements than anyone she knows. Are you willing to co-author or ghostwrite a book? Can you write devotionals? For one of my work-made-for-hire projects, I wrote two devotional books with one month of writing for each book. They’ve sold over 60,000 copies, which is a solid publishing credit. For another I wrote 48,000 words for a Christian publisher in eleven days. This book has sold more than100,000 copies. My name is on the cover of each one in the small print. This excellent writing credit helps me get additional work. If you’re a problem-solver for an editor or agent, you’ll be able to fill your writing schedule with contracted book projects.
The Christian book market is actively looking for talented writers who can craft excellent books. Follow these links and insights to add this market as one of your multiple streams of income.
W. Terry Whalin, a writer and acquisitions editor, lives in California. A former magazine editor and former literary agent, Terry is an acquisitions editor at Morgan James Publishing. He has written more than sixty nonfiction books, including Jumpstart Your Publishing Dreams and Billy Graham. Get Terry’s recent book, 10 Publishing Myths for only $10, free shipping, and bonuses worth over $200. To help writers catch the attention of editors and agents, Terry wrote his bestselling Book Proposals That $ell, 21 Secrets to Speed Your Success. As Jim Cox, Editor-in-Chief of Midwest Review wrote, “If you only have time to read one ‘how to’ guide to getting published, whether it be traditional publishing or self-publishing, Book Proposals That Sell is that one DIY instructional book.”
