That’s it? A bar code and a paragraph?
Some of these back cover paragraphs were poorly written and riddled with typos. One included a glib attempt by the author to downplay his writing skills with self-effacing humor. One had no description of the book, but instead listed a 16-line quote by a reviewer. Another filled the entire space of the back cover in an illegible, shadowed font.
It’s hard to believe that in today’s crowded market, authors willingly choose to ignore the valuable marketing space on their books' back covers. Because that’s what a back cover is – an opportunity to sell your book to a potential reader. But in order to sell, the back cover must be professional in design and compelling in its content.
Here’s what I like to see on a back cover (in addition to the Bookland barcode), preferably in this order:
1. An intriguing, well-written one or two-paragraph summary about the book.
If the book is fiction, think of the summary paragraph as your chance to hook your prospective reader. Focus on the meat of the story: WHO has to do WHAT to cause WHAT to happen/not happen? Then add details that will appeal to your target audience.
If you’re writing non-fiction, describe your book’s contents in a way that sets you apart from any other books on the topic. What makes your book different? What special expertise do you bring to the subject matter that will entice readers? And what will readers learn after reading your book?
When you write your back cover copy, think about what your reader is looking for. Describe the story – or in the case of non-fiction, the book’s content – in such a way that the person reading it feels compelled to open the book.
2. At least 3 one or two-sentence blurbs from reviewers your target readers recognize and respect.
The more well-known your reviewers, the more likely readers are going to want to take a look at what’s inside your book. Network with your friends and fellow authors to locate reviewers who will appeal to your target audience. Send the reviewers copies of your manuscript and ask them to write a blurb for you. When you receive the blurbs, parse them down to one or two sentences that do the best job of relaying what’s good about your book. Remember that endorsements are especially important to media folks, so it’s worth the time and effort to try to obtain blurbs from readers who are well-known.
What if you don’t know any big names who can endorse your book? Ask your writing group members, fellow authors, friends, and even family members if they’ll read your work and give you an endorsement. Choose people who are good representative readers, and/or those who will give you a well-written, pithy quote. A good review from a reader who represents your book’s target audience may be the deciding factor in motivating an interested reader to open and/or buy the book.
3. A headshot and bio.
Readers like to know something about the authors of the books they might buy. By providing a small photo of yourself, and a brief, one-paragraph bio, you are using yourself as a selling point. Be sure your headshot is professional-looking and include the most important facts about yourself and your platform in the bio. Also, list your website and other social media sites where readers can find more information about you.
Your headshot should appear next to the biographical paragraph and should be small enough to fit the space next to the bio, but large enough that your features are recognizable.
In addition to the bar code and pricing information, you may want to include listing the book’s subject category (usually this appears in the upper left-hand corner of the back cover). Doing so helps staff members at bookstores and libraries know where to shelve your book.
Finally, think of your back cover as prime advertising space and use as much of it as you can, with proper attention to design and legibility. If you have won awards, be sure to list those on the back cover, as well. But most important, design your back cover so it inspires your readers to buy. Give them a glimpse of your voice and style with an intriguing, well-written synopsis. Let them know that your work is important and endorsed by others with a few positive blurbs. And introduce yourself and your platform by including an author photo and a brief bio.