How to Write a Cookbook Proposal and Land a Book Deal with Sally Ekus

In this episode of The Food Blogger Pro Podcast, host Bjork interviews Sally Ekus, a literary agent specializing in cookbooks and founder of The Eckes Group, now part of JVNLA. Sally demystifies the cookbook publishing process, emphasizing that a strong book proposal is essential for landing a traditional book deal. She outlines what agents look for in creators: a compelling voice, platform credibility, and demonstrable audience engagement—particularly through newsletters and Instagram, which she values more than TikTok due to their predictability and direct audience connection. Sally stresses that while follower counts matter, they’re not the sole determinant of a book deal; a well-crafted proposal that demonstrates an author’s ecosystem of influence, marketing savvy, and culinary expertise can lead to six-figure advances even with smaller platforms. She also discusses the realities of earning out advances—most cookbooks don’t—but highlights that the true value of a cookbook lies in legacy, brand extension, and meaningful impact, not just financial return. The episode concludes with forward-looking insights on AI’s growing influence on discoverability and the importance of building authority through local media and community credibility.