Blurbs, Ad Copy, and Cover Copy
First, let’s establish terms, because they’ve gotten muddled. “Blurb” used to mean a pull quote on the cover of a book. “This is the greatest thing since sliced bread! –Famous Author in Same Genre.” Pull quotes are a journalistic device of lifting selective quotations out of an interview, article, or review, and highlighting them to make the article or item being reviewed sound really juicy.
Now, “blurb” has become a term for the Ad Copy, or Cover Copy, which means the one to three paragraphs of “What’s it about?” on the back of the book, on the website under description, and right next to the cover thumbnail on promotional emails.
Sarah tackled this subject on Wednesday, under https://madgeniusclub.com/2016/05/18/going-indie-for-dummies-but-what-is-it-about/. And then she tackled me, and said I had to explain how I do the voodoo that I do so well.
Now, I personally feel that’s about like asking all y’all “how do you write stories?” There are a lot of guidelines, but no hard and fast rules beyond it must be truthful about the contents, and hook the reader’s attention.
Interestingly enough, those of you who have written poetry will be at an advantage here, because you’re familiar with making every syllable, much less every word, count.
Like haiku, there are length constraints. Some promotional emails are very specific about the character limit (letters and spaces) you may use. Other places, like Amazon, will let you ramble on and on, but they cut the “above the fold” that browsers see to only 3-4 lines.
I recommend that you try to keep your blurb to the promotional length, so that you don’t have to come up with a new one for every promotion you want to run. Functionally, this means you’ll want to keep it within 300 characters. This will also force you to write long, then cut it down to something short enough to be exciting, picking and choosing each word for best effect.
Now, what words do you write?
First, We’re going to go to the heart, the core of your story, and break it down.
1.) A Character
2.) wants something
3.) But something opposes them.
4.) The stakes if they fail are: —-
Note: This should all be information the reader will have by Chapter 3.
But, you say, I have three people, and this one wants this, and that one wants that, and this other wants… Yes, true, most stories have more than the protagonist and the antagonist. However, unless you’re doing an epic fantasy, there’s one (or at most two) central protagonists whose actions and choices drive the plot. As Harlan Ellison says: Who does the story hurt? That’s who it’s about.
Epic fantasy breaks this guideline, because it generally has three to five separate viewpoints and storylines, not necessarily going on at the same point in history. Thus, you’ll end up doing a one-sentence-per-storyline to keep it in the limit.
Returning to that list, sometimes you’ll also add:
5.) What is the first plot twist?
And, especially for SF/F stories:
6.) What are the 3-5 most important unique names involved? Use 3 of them.
(This is because people tend to tune out after 3-5 unfamiliar terms. So, if you start with “Xaarath Fthagn of Marakis Prime is a gleeple of the Tuurathi”… you’ve already lost a chunk of readers.)
Finally, the best piece of advice: when you think you have a good piece of ad copy, try reading it out loud, and then saying it like you’re answering the question “What’s it about?” at a party.
You’ll probably find yourself hesitating before words, dropping them, changing phrases, possibly even skipping and combining entire sentences. This is normal and good. Write down the spoken version, and it’ll be smoother on the reading as well as the delivery.
Now, on to examples. I warn you, they’re going to be rather rough, because composing a blurb usually takes me two to three days, and I need to get this done by Saturday night for the post to go up.
Ella’s sheltered world died with her father, leaving her a refugee on her step-mother’s estates. Now exiled to kitchen servitude to hide the reminder of the unpopular and doomed marriage alliance, she must dodge her increasingly paranoid sisters and parlay old ties with the Fae to win back her rightful place in the palace. Unfortunately, every gift from the Fae comes with a cost, and midnight is coming all too soon…
It’s just a temp job, right?
Stranded on Chimera5 among the indentured servants, Ella and her shipmates must cater to the increasingly bizarre demands of the galactic upper class, while seeking a new captain, contracts, and alien allies to find a way back to the stars!
Romance – Science Fiction
Stranded on Chimera5 among the indentured servants, Ella must move among the galactic upper class while avoiding being fined . Getting back to the stars never seemed so far away, until a favor given freely to the local aliens is repayed in the oddest way. In the middle of a ball, Ella’s won not just the prince’s assistance, but his heart.
With freedom in her grasp, she must choose between the stars, or love…
Time is ticking away…
Caught between a malevolent murderer and an enigmatic conspiracy, Ella must find out who killed her father. All signs point toward something happening at the palace ball, and the prince may be the author of the conspiracies – or it’s next victim!
A few notes – if you’re going to have more than four lines of test, break it up into multiple paragraphs. When viewed on a small screen (kindle fire, iPad, phone…), even a normal-looking paragraph becomes a wall-o-text.
Taglines- sure, knock yourself out.
I’m at work today, but I’ll be checking in. What are your blurbs?