Cash-strapped indie authors often write their own book blurbs without understanding the point of back cover copy, or its place within the sales conversion sequence. Some people also confuse a synopsis with a blurb. So in this post I wanted to briefly outline the goal of a book blurb.
My Training Background
To be clear, I studied blurb writing at the UK’s Publishing Training Centre where I earned a distinction for publishing-related copywriting. I also studied conversion copywriting at the Copy Posse Launch Pad and Copy Hackers. So I’m taking what I’ve learned from both the original blurb training and conversion copywriting.
Blurbs within a conversion sequence
Your blurb is part of a sales conversion sequence that starts with great cover art and a great book title.
You can even have a great tag line. Think ‘In space no one can hear you scream‘ for Alien. If the cover/title/tag line catches the potential book buyer’s eye, they will pick up the book and turn it over to browse the back.
Important: they are not committed to buying your book and should not be overwhelmed with information at this point. You want to use your back copy to hook their attention further so that they turn the book over and start browsing the first page.
Now your opening lines and page(s) are the next part of your conversion sequence. So they have to be good too. Don’t be sloppy with your opening (or any other part of the book). Ideally, the sales conversion sequence should go bang, bang, bang:
Cover art/title >>>> blurb >>>> opening lines and page(s)/Kindle Sample >>>> purchase!
Of course, most of the time the browser won’t buy, but this is still their first point of contact with your book and if it’s memorable they will remember it.
Further exposure to your book on later occasions can push them into purchase. This is because they start as a cold prospect who knows nothing about you or your book, but, with multiple encounters with your book cover/title/blurb, they can gradually warm up into becoming more informed prospects. They’re now ‘warmer’ and closer to purchasing.
But this will be more difficult to achieve if you overwhelm them with information about your plot and characters. Focus on main character(s) and plot only. Don’t give away too much. You’re aiming for a hook.
You can include glowing review quotes on the cover, or mention any relevant awards you’ve won. But don’t overdo it on the back cover.
In summary
As mentioned, I studied blurb writing at the UK’s Publishing Training Centre. It was enormously frustrating at first to have to write such short back cover copy. However, when you remember that the blurb is only part of the sales sequence, that helps a lot.
Some writers who write their own blurbs throw everything at it, drowning readers in character names and plots and subplots. It’s too much. Never overwhelm a potential reader. There are too many other books for them to choose instead. A tangled blurb with confusing plots and characters could suggest the novel itself is just as confusing to read. And that’s the last impression you want to give!
If you’re looking for a fresh pair of eyes on your book blurb or fiction manuscript, I have openings. I offer manuscript critiques, developmental edits, and shorter critiques for those on a budget. Check my services tab or email me at karen@indiecateditorial.com to discuss your project.
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