How to Write Successful Back Cover Copy

(Posted on Friday, October 19, 2018)

By Emily Evans-Miller Last week we talked about how to design a great front cover, but the dust jacket and back cover are some of the most important real estate on a book. Back cover copy (also called flap copy) is the text that goes on the back cover of a book or on the back cover and flaps of a dust jacket. Your cover copy doesn’t just tell potential readers what your book is about–it’s a critical marketing tool. Just think, how many times have you picked up a book and read the description to see if it interests you? Your book’s cover copy is the first–and sometimes only–opportunity you have to sell your book to your reader. It provides the first impression of the writing inside, a sneak peak of the content, and a teaser that should be thoughtfully designed to attract not only your ideal reader and primary audience, but as many potential readers as possible. Our blog editor, Emily, asked our resident fiction and nonfiction experts to create a guide on how to make your back cover shine.   Our Senior Production Manager, Nina, gave the following tips for crafting effective summary copy:

• Know the heart of the book. Boil your book down to its central topics, themes, and purpose. This knowledge should inform every external copy decision and will help you make sure you do the  book justice. Emphasize the right themes and find your audience.
• Don’t over-explain. Give your readers a teaser, not the full plot. You want them to be intrigued enough to purchase a copy and dive right in, but not so informed that they can predict the plot line or content as a whole.
• Choose words that evoke feeling or images. The more purposeful and vivid with you are with your language, the better. . When writing back cover or flap copy, you should make sure every word lands and creates impact.

  Kristin, Director of Author Services, shared her wisdom:

• Be catchy. Start with a sentence or two that will grab attention. Pack the rest of your information in the middle, then end on a high note that leaves potential readers wanting more. Let them know not only what the book is about but why they should read it.
• Match style. Did you write a children’s book featuring rhymes? Then your back cover should, too. Is the book fiction? Don’t write it like you’re selling a textbook. This is your opportunity to set your reader’s expectations.
• Don’t assume. Write out your author’s name and book title fully. This is probably readers’ first introduction to you–don’t assume they know you already!
• Keep it simple. Don’t over-inflate your vocabulary so much that your flap copy is hard to follow. This is the first place readers look, and you want the book to feel accessible…even if the content is complicated.
• Find what fits. Choose words that fit and say exactly what you mean. Don’t leave room for guessing what the book is trying to say.
• Length matters. Adult books should feature back cover copies between 175-225 words. Children’s books should be no longer than 100 words.
• What’s the takeaway? What will bring readers back to read your book, rather than set it back down?

  Senior Marketing Manager Michelle added these points as well:

• Market the book. Your job here isn’t just to describe, but to prove to a person picking the book up why they should read it. Be concise, use active language, and avoid generalizations.
• Use the right tense and POV. Unless you’re talking about a memoir, past tense doesn’t get the job done. Neither does first person writing and “to be” verbs. As book professionals, we always use present tense when describing the action of a book, and your back cover copy should, too.
• Get specific. Find strong adjective and noun that pairings. For example, “A searing expose…” gives the reader more than something like “This book is about…” That old writing advice of “show, don’t tell” definitely applies here!
• Write with key words and buzz words in mind. This is especially important for books geared towards specific industries such as business or finance books–you want to give a sense of the topics you’re covering. A good test is to think about what words people searching for this book might use.

  Now that we’ve heard from the experts, let’s put it into practice. If we were to write an imaginary book about the Mascot Books office, what would bad back cover copy look like? Mascot Books is a great office. I like working there, and this book is about all of the fun people who work here with me. From Naren to Andy to Kristin to Abby to Emily to JQ to Debbie to Michelle, there are nice people at Mascot Books. Read this book to learn about the adventures that are had in this office Obviously, there’s a better way to sell this imaginary title. Let’s take a look: There’s never a dull moment at Mascot Books. Full of bright, hilarious characters, this slice-of-life tale explores the real-world practical side of this creative field. Explore the adventurous world of publishing in Emily Evans-Miller’s Unwritten. More enticing, right?   Here’s some other examples of good back cover copy:

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