(The following is an adapted excerpt from “The Well-Fed Self-Publisher” by Peter Bowerman)
Strong copy on the back cover of a book transforms a relatively small space into a powerful selling tool. If your cover, title and subtitle are clear, catchy, and compelling enough, your book browser’s next stop for more information is the back cover.
And given Amazon’s “Look Inside!” feature, a powerfully written back cover is equally valuable for both online and physical marketing.
The Buying Process
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. That desire could be anything. In the case of a novel (or even non-fiction), it might be to have a transcendent reading experience—to be touched, moved, entertained, transported, etc.
For non-fiction, it could be a desire for information about something that is (or sounds) meaningful to you. Or perhaps to ease a nagging concern. And if the cover and title speaks to that concern, it’s the beginning of a “Hmmmmmm…”
And if the cover, title and subtitle intrigue us, a kernel of hope starts to stir. You want to believe this book will address that desire, uncertainty, or concern.