Think about how you buy a book. You pick it up, look at the cover, and if you like the visuals, title, and subtitle, it’s because something resonates in you; something about what you see calls to some desire or longing inside you. Perhaps to be touched, moved, entertained, transported, educated, informed, enlightened, reassured, etc. If the cover and title speaks to that something, a kernel of hope starts to stir.

“Sell Me”
Now, the reader is thinking, “Tell me you can do what I’m hoping you can do.” Their next move is to flip the book over, and think, “Okay, sell me.” At this point, don’t give them a reason to put it down. Bet you had no idea that so much was at stake!

An Example
Let’s look at the back cover of my first book: The Well-Fed Writer. Look it up on Amazon, click “Look Inside!” and take a peek at the backside (this Amazon feature reminds us that a powerfully written back cover is equally valuable for both physical and online marketing).

1) Upper Left Corner: Category. Check the books in your genre in the bookstore and notice what’s most appropriate to put in that spot.

2) Top-Center Headline: a strong attention-getting headline/sub-head that makes a claim, asks a question, or piques your prospect’s interest. Mine?

Corporate America Wants Freelancers – Full or Part-Time!
Do You Dream of Being a Well-Paid Freelance Writer and Want to Do It Fast?

3) Sales Copy: Immediately below the headline/sub-head is the benefits-oriented (about the reader, and what’s important to him or her) section of the copy that talks to the reader and gets their attention. Here, I let buyers find themselves in my list of target audiences.

Once I’ve caught their eye, I move on to the next chunk – the features section (about the book and its contents) – fleshing out the story by establishing “the opportunity” that exists in the marketplace and outlining how my book can help them capitalize on that opportunity. The idea is to take them through the logical mental steps necessary to lead to a book purchase.

Anyone reading the back cover copy has qualified themselves as being “in the market” for a book like this. Ergo, we need to maximize this “captive audience” opportunity.

4) Author Bio: Include a brief bio that establishes your credentials for being able to write such a book (also features). You want people to think, “Impressive…”

5) Testimonials: Include at least one, perhaps more, blurbs from “key influencers” in your industry – people who will mean something to your target audience. Bob Bly, the freelance writing guru, was my headliner on the front page.

6) Web Address: A “Duh,” perhaps, but include your URL prominently. Mine’s below my bio. If they decide not to buy it right there in the store or on Amazon, I’ve given them the key to more information (and I’ve heard from web buyers telling me just that). My web site can then take them the rest of the way (and perhaps get them to subscribe to my ezine as well).

All my books have a similar look, given they’re all part of the Well-Fed brand. This clear, clean, bold cover design is not only visually compelling, but the way it’s broken up into sections by color facilitates effective sharing of information in a simple, uncluttered way. This is what a good graphic designer can bring to the table.

Landing the Big-Name Blurb
Why not shoot high and go after that author or “expert” whose opinion would really mean something to your audience (and translate to much greater book sales)? Worst case? They say no. Or never reply. Big deal. But, what if they say yes? So, ask away. These folks are a lot more accessible than you might imagine.

I have a friend who’s written a number of books in the psychology and relationship genres, and for his latest one, he landed a blurb from “Dr. Laura” Schlessinger. At a book signing for the controversial talkmistress, he simply asked. All he had was a few chapters at that point, but he left them with her assistant and a few months later, got his blurb. And a pretty good one at that.

Just as important – especially with “how-to” books – are organizations or associations that can offer an endorsement or “seal of approval” for your book. In these cases, while the specific name of the person isn’t as crucial as the affiliation, you’ll still want to reach the president, executive director, founder, etc. Never underestimate the desire of these folks (and celebrities!) to see their name in print.

Here’s a nifty searchable online database for contacting the managers, publicists and agents for over 54,000 celebrities: www.contactanycelebrity.com. At press time, a seven-day trial was $1, and after that, $30 a month. If you can land some big names quickly and cancel before the month’s out, it’s definitely worth it.

NOTE: Allow a month or so to hear back from your “blurbers” after sending galleys out.

There’s an art to writing good back cover copy. Devote some quality time to the process of transforming a relatively small space into a powerful selling tool.

(Adapted from The Well-Fed Self-Publisher: How to Turn One Book into a Full-Time Living. www.wellfedsp.com).
Got a book in you? Can’t land a publisher? Why not do it yourself, and make a living from it? Sound good? Then, check out the free report on self-publishing at www.wellfedsp.com, the home of the award-winning 2007 release The Well-Fed Self-Publisher: How to Turn One Book into a Full-Time Living. Author Peter Bowerman is known for the award-winning (and self-published) Well-Fed Writer titles (on the lucrative field of commercial freelancing), which have provided him with a full-time living for over five years. (www.wellfedwriter.com.

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The answer usually starts with a giggle and “Oh my gosh…” thrown in here and there.  It’s uncomfortable for both the speaker and the listener. By the time the last syllable comes out of the author’s mouth, the listener has grown tired of nodding politely and usually walks away thoroughly exhausted from the experience with no intention of running home and buying the book from their favorite online provider.

Do not fear your book’s description.  Embrace it by defining it. Remember, not every subplot, secondary theme, and character motivation is necessary when describing your book to a potential reader. You should take the time to carefully craft a concise description. Tackle the task of describing your book in four phases.

First, sit down and write a one page description of your book. Allow yourself to include all of your plot points in this incarnation of your description. In fact, if it goes over a page don’t beat yourself up because no one is going to see it. This is for you and you alone.

Second, read through your one page description five times. Have a red pen handy because you are going to slash through every nonessential theme. Keep in mind; if it’s not your main theme, it’s nonessential. Be warned, this is going to be painful. All those things you thought were important to the structure of your book don’t matter here.  If you decide after four reads that you’ve cut enough, read it again. You can never cut too much.

Third, from your now heavily edited one page synopsis, create a one paragraph description. Keep it to the basic three sentence structure. Once you’ve completed it, set it aside for a day or two. Give yourself some time to think about it and absorb it.

Finally, take your one paragraph description and create a one sentence description from it. This is all about the hook. What is the one main theme of your book? What is your genre? This one sentence description will help you overcome the fear of having to describe your book to someone who asks. You’ll deliver it with confidence. You’ll pique some one’s curiosity. You’ll sell books.

R.W. Ridley is an Author Marketing Specialist for BookSurge Publishing in addition to being the self-published author of four award winning books. His one sentence description for his first book is “The Takers is a young adult horror novel about a 13-year-old boy who wakes up to discover he is responsible for the end of the world.”

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You don’t need to be a familiar name or face to someone to request comments on your book (or on your business). Ordinary mortals whom I know have received blurbs from luminaries like Senator Bob Dole and the Dalai Lama.

Whether you’re self-publishing or publishing through an established publisher, it’s smart to jazz up your back book cover, web site and promotional material with endorsements – little quotes from authors and other prominent people whose opinion has weight.

Anyone can get influential quotes, whether or not you think you know influential people. It’s important, however, to keep some basic principles in mind and to use courtesy in dealing with potential blurb writers. Based on my experience in both giving and getting blurbs, here’s how.

1. DO cast your net beyond people you personally know. If you know and admire someone’s work, you can get their attention by tying your admiration of them to the theme of your book. Depending on the topic you’ve written about, it might be appropriate to approach politicians, entertainers, company presidents, heads of associations or prominent people who share your hobbies or passions as well as other authors. Flattery helps, especially if it’s specific and sincere.
2. DON’T assume that the person will write a quote without seeing the whole book manuscript. I may not be typical here, but I know I’m not alone. I find it highly insulting and foolhardy when someone asks me to endorse a book I have not read or on the basis of seeing one-twentieth of the contents. Remember that the other person’s credibility is on the line. For some of us, our credibility is everything.
3. DO be willing to provide a printout of the whole manuscript. As more and more work is done on computers, more and more people can’t bear the thought of reading a long manuscript on screen. They prefer to read a printed version. Some people will read a printed manuscript on the train or over the weekend at their beach house. Offer that as an option, whether or not it costs you $25 extra. Remember that the other person’s credibility is on the line in endorsing you. Go the extra mile to make it convenient for them.
4. DON’T react angrily if the person chooses not to endorse the book. Someone discussing blurbs used the expression “got stiffed” in reference to someone who declined to provide an endorsement. The people you are asking for endorsements owe you nothing. Be gracious about a refusal and do not argue with any unsolicited feedback you receive. I’ve been asked to endorse some books that, to my mind, were clearly very far from being ready for publication and got roundly cursed in very colorful terms for my refusal. Ten years later, I remember those incidents very clearly.
5. DO follow up if you don’t hear anything. In most cases I look at the book or manuscript immediately when I receive it. But I’m not always in the mood to write the endorsement immediately. I have three projects in my office right now in that category, where if someone had followed up promptly after sending me the review copy, I would have put my thoughts together for them. More than half the time when I am asked for an endorsement, there is no follow up at all.
6. DON’T send anything riddled with errors. Whether or not there’s a disclaimer on the galleys/proofs/manuscript that it’s uncorrected, if I am constantly distracted by typos and factual mistakes while reading I will put it aside permanently. Remember, the other person’s credibility is on the line in endorsing you, and no one wants their blurb to show up on a printed book that is as uncorrected as the version sent out for endorsements.
7. DO offer unsolicited endorsements yourself when the opportunity arises. I just sent one off this morning. It sends positive energy around the planet, can spark a potential beneficial business relationship and sometimes triggers curiosity about you in someone who reads your printed blurb.

Happy blurb hunting!

Marcia Yudkin is the author of 6 Steps to Free Publicity, 3rd edition (Career Press) and 10 other books. Sign up for her free Marketing Minute newsletter to receive a free tip on creative marketing or publicity every Wednesday: http://www.yudkin.com/markmin.htm

Learn more about publishing and marketing your writing with Marcia Yudkin.

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