How to Write Back Cover Copy That Sells
I recently wrote a description for a back cover for a client the other day and he loved it! Made my day. So, I thought I’d share how I create back covers for my clients as well as for myself.
First, I conduct a marketing and visibility study with the client to figure out what makes their book unique, how to position it, and to find the best keywords and categories for publishing it in Amazon.
Once, we have that information, I come up with the title and subtitle if they don’t have one yet or if the one they have is not working, and then we’re ready to work on the back-cover copy.
I start by letting my clients know that the back cover will be divided into 3 sections, testimonials, book description, and author’s bio; this keeps it simple and easy to manage.
I have them gather the testimonials, and write the description and authors bio to the best of their ability. If the testimonials aren’t punchy, I ask them if they have permission to spice them up, and if not I have them get other ones that work better.
Next, I pick out the juicy phrases and interesting tidbits in the description to work with. Sometimes, the copy in the About the Author also needs to be incorporated into the descriptions, depending on how they wrote each section. Then I work with those phrases and tidbits like a painter works with colors; I rework it from there.
I use the description to share with the reader what the book is about, how it’s different from all the other books on the topic and what readers will get out of reading it (i.e.why it’s worth reading).
In a non-fiction how-to book, I will usually start by asking a question that rubs in the problem, and then an opening section that answers how the book is the answer to that problem i.e. what the book is about. Next, I use bullet points on specifics of what they will discover inside the book. And, finally, a conclusion, which tells them how great the book is and gives the call to action at the end. But, the one I just wrote is not a how-to, it’s a biography, so we didn’t use bullet points.
Once I’ve got my sections in order and I have the basics. I tighten it up using adjectives that cause excitement- words like riveting, captivating, entertaining, or heart-warming, inspiring, or stirring, depending on what emotion the book evokes.
Use a thesaurus to find the best words to make your case.
Sometimes, I’ll move whole sentences or even paragraphs around when what they have written in the “About the Author Section” actually belongs in the description. This is why I always have clients give me all the text at the same time. In this case, I moved some of the text that was originally in “About the Author” to the description section.
I use the “About the Author” section to give the client’s credentials, which helps readers know that the client is worth listening to but also something that makes them relatable like where they live, their marital status, how many kids they have if they do, and what they enjoy doing. You can include whatever you want, but be sure to add something personal. Most authors tend to leave this part out.
So, to write compelling back cover copy, make sure you understand what the book is about and how it is different from other book, and then convey it your writing. Follow the structure for the description and use your words to paint the picture with that will evoke the emotion you are striving for and get the reader to purchase the book.
Remember that when a potential buyer looks at your book,you want to give them as much information as possible so they can make an informed decision, but you also want to convince them why they should buy it. Do that, and your back book cover will help sell books for you!