by Ellen Buikema

You find yourself perusing books online, at a bookfair, or store and are drawn to a book because of an interesting cover. Then a particular phrase on the cover really piques your curiosity. That’s the magic of a well-written tagline, the line created to make readers stop, and say, “Oh! I need to read this.”

The tagline captures your story’s heart yet leaves your reader curious and wanting to dive into the story. The best ones make a lasting impression.

What is a Tagline?

A tagline is a short sentence or phrase that summarizes your story’s essence. Its job is to grab the readers’ attention. Think of it as what you’d include on your movie poster. The movie made from your book.

The tagline can become permanently entwined with your book’s identity. It stays with the readers, creating a strong emotional association with your story.

For example, in A Dark and Hollow Star, the tagline “Nothing is more dangerous than a faerie tale.” is simple, but immediately shows the reader that the characters are facing high-stakes challenges. It hints at the tension to come.

A tagline has multiple uses. It’s on book covers, social media posts, book blurbs, and ads—great for marketing purposes.

Here’s a guide to help you compose a tagline.

1. Start with the Soul of Your Story

Understand the heart of your novel.

• What is the primary theme?
• Emotional journey?
• Main conflict that weaves them together?

Your tagline should give an idea of what readers can expect—the heartbeat of it.

For example, The Hunger Games tagline “May the odds be ever in your favor.” lets the reader know that the stakes for the characters are high, hinting at danger. It’s an interesting combination of ominous and hope.

To find your tagline, consider What is—

• My emotional promise to the readers?
• Character’s stake?
• Emotional response you expect from the reader?

Find the story’s essentials and concentrate on what makes it affect the readers.

2. See if your Tagline is in Your Story

Your tagline may be lurking in your book, in dialogue! Sometimes, the best tagline is something your characters already say.

The Hunger Games tagline was borrowed from something Effie Trinket said in the story’s dialogue: “May the odds be ever in your favor” which is a big part of the world-building. Her statement weaves the tension of the Games with the Capitol’s fierce control. Hearing that line conjures images of the characters and their struggles to survive.

Check your manuscript. Is there a repetitive phrase in the dialogue? Something that summarizes your themes? Your Muse may have magically placed a great tagline directly into your manuscript.

3. Keep It Reasonably Short

Compose something memorable that provokes curiosity or feeling in as few words as possible. Every word should be purposeful.

In Easy Rider the tagline "A man went looking for America, and he couldn't find it anywhere" helps capture an important cultural shift.

Big Little Lies has the tagline ‘Sometimes it’s the little lies that turn out to be the most lethal – a tad long, but tells you about the book’s theme while hinting at the darker undertones.

Find a balance. Too short and your readers may be confused. Too long, and punch is gone. Keep it to the point, but enough for readers to want to know more.

4. Focus on Emotion

Unlike the logline, the tagline is a feeling, not a summary. Readers want to know how your book will affect them emotionally. Will it scare them? Leave them at the edge of their seats? Make them cry?

For instance, The Night Circus by Erin Morgenstern: "Chandresh Christophe Lefevre is a magician, and the circus is his greatest illusion." This sets a mysterious, magical tone that captures the book’s core.

Consider what makes your novel emotional and let that help to create your tagline.

5. Use Active Language to Create a Feeling of Urgency

A great tagline uses active, vibrant words to draw readers in, creating a sense of urgency. It should create a need to know more and not miss out.

For example, the tagline for Before I Go to Sleep is “What if you couldn’t remember your past?” brings up several questions. Who is she really? What happened to her to cause her memory loss? Can she trust anyone around her? The reader needs to know what happened.

Consider the words that will get your readers turning those pages. Use verbs that imply action, danger, or mystery. Create anticipation.

6. Experiment With Structure and Rhythm

Sometimes, the way a tagline sounds is just as important as what it says. A great tagline often has a rhythm or balance that makes it pleasing to read – and impossible to forget.

Consider The Girl on the Train by Paula Hawkins: “You don’t know her. But she knows you.” The rhythm and parallel structure make it memorable.

Play with contrast, repetition, or symmetry. A well-structured tagline can remain with a reader like a song’s lyric.

7. Test Your Tagline

Ask your beta readers, critique partners, and friends to check them out and give their opinions. Eyes-on is a good thing and can lead to some interesting results.

Sample questions you can ask:

• Does this tagline pique your curiosity?
• Does the tagline capture the story’s tone?
• Would it make you want to read more than if the cover didn’t have the tagline?
• Is this tagline snappy?
• If you saw this tagline on a book cover, would you pick it up and want to read it?

Where to Place a Tagline on a Book

Front Cover

• Typically placed on the front cover, near the title or at the top or bottom of the cover.
• This will attract attention and entice potential readers as they peruse books.

Back Cover

• Back cover taglines are often above the book's blurb.
• This can reinforce the book's theme or tone after the reader has been drawn in by the cover art and title.

Considerations

• Design Compatibility: Complement but not overwhelm the cover design. Watch for overcrowding. Busy visuals are distracting and may turn the reader off.
• Readability: Color and font size should make the tagline easy to read.

By strategically placing the tagline, you can enhance the book's appeal and increase the chances of capturing a reader's interest.

Capturing the spirit of your book in a few words will take time, so don’t stress if the perfect words don’t come to you right away. Following these seven steps will help.

Just for fun, try a tagline generator! Here’s one that you don’t have to use sign-in to access. I played around using the same key words with different tones and received some interesting taglines!

Have you written taglines? Do you have a favorite one? If you’ve used a tagline generator, what was your experience? Do you feel that taglines help with marketing your work?

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About Ellen

Author, speaker, and former teacher, Ellen L. Buikema has written non-fiction for parents, and The Adventures of Charlie Chameleon chapter book series with stories encouraging the development of empathy—sprinkling humor wherever possible. Her Works in Progress are The Hobo Code, YA historical fiction and The Crystal Key, MG Magical Realism/ Sci-Fi, a glaze of time travel.

Find her at https://ellenbuikema.com or on Amazon.

Top Image by Mircea Iancu from Pixabay