by Laurie Schnebly Campbell
We all know that writers are super-powered beings who can convince readers snug in bed that they’re actually freezing on the Arctic tundra…
...eloping with the incredibly attractive leader of the enemy forces…
...saying a final goodbye to their stalwart horse…
...basking in a Paris penthouse while they plan how to spend their billion-dollar inheritance…
We do that every day of the week.
Because we’re creators of magic, right? We can take ANY situation and turn it into something funny, or dramatic, or terrifying, or heartwarming, or thought-provoking, or whatever our readers want.
So if we’ve got that kind of superpower -- the mind-boggling ability to turn any situation into exactly what an audience wants -- why is it so incredibly hard to write a blurb for our book?
Especially when, most of the time, we can pretty much take our superpower for granted. While we don’t usually get tired of hearing people rave about our writing skill, we’ve gotten accustomed to comments like:
- “Your note made my day.”
- “Your hero made me swoon.”
- “Your reference letter won me the job.”
“Well, of course,” we think. “Come on, I’m a writer -- this is what I’m great at!”
Which makes it all the more startling when we come across some new type of writing that we’re NOT necessarily great at right from the start.
Okay, we might not expect to be great at computer coding. Or calligraphy. Or composing a symphony. But writing a synopsis, a query, or <gulp> a blurb for our book?
How can that be so HARD?
I used to think I was incredibly gifted because I could whip out a blurb or synopsis in no time. A novel, not so much…but summing up the essence of the book? Piece of cake!
But then I realized this was only because of my day job as an advertising copywriter. Anyone who’s written for clients with something they want people to buy learns pretty quickly to identify -- and highlight -- the Unique Selling Points that’ll appeal to this seller’s Target Market.
(Although, drat it, that still didn't make writing the manuscript any easier. Hmph!)
The Essence of a Blurb
A blurb is very much LIKE an ad because it tells somebody why they want to buy your book -- but also UNLIKE because it doesn't have to tell the entire story, much less how the conflict gets resolved.
And, back to why they’re alike...you know how an ad needs to draw you in from the very start? It's gotta have a headline (or an opening) that makes you think "hmm, I want to see more of this."
Then to keep reading for more.
Your blurb has to do the same. Which is why you need to:
Forget everything you know about writing a novel.
When you're writing a novel, you have to think about plot structure and character development and turning points and how the people grow-learn-change and where to plant clues about upcoming developments and at what point the setting should evolve....
In effect, you have to think long-term.
For the blurb, you don't want long-term. You don't necessarily even want to include the plot plus the character/s plus the setting/s, any of that -- all you want is a BIT of what's cool about your story.
Since identifying what’s cool is generally more the job of a publicist than of a storyteller, you need to switch hats for this particular writing task. We all know what a great storyteller does, and we do it all the time. But a great publicist might NOT know every character in the book... every fabulous little plot twist... every nail-biting complication… as thoroughly as you do.
What they DO know, though, is the guts of what your book delivers. And when offering up those guts (ew, that sounds yicky!) here are:
3 DOs & DON’Ts to keep in mind.
1) DO make use of unusual connections that readers might not expect.
Examples of those would include some intriguing combinations like:
- Vikings & Kindergartners
- Wedding & Murder
- Cowboys & Wizards
- Terror & Humor
Anyone who already likes half of such a pair is gonna be eager to see how the other half fits into this story.
2) DON’T mention a cool detail that’s not a big deal in the plot.
If you have a military thriller during which the agent who’s fleeing pursuers winds up racing through Prince William’s coronation ball during a single one of the book’s 320 pages, this event doesn’t belong in the blurb. Otherwise, readers who love Prince William and coronation balls will be annoyed when they don’t get any more than just that one-page mention.
3) DO convey the mood of the book.
This is crucial, and it’s also where Test Marketing comes in the most handy. Which is one MORE thing that makes writing a blurb similar to writing an ad.
And, speaking of ads, that leads to a:
Prize Drawing Question
What’s some ad (in print, online, TV, radio, signage, whatever) that made you think “yes, I want this” -- to the point where you actually DID place an order, go to the business, make a donation, whatever they wanted you to do?
Do you remember how it opened? (It’s okay to mention the ad even if you don’t remember the opening; it was still doing its job just fine.) Share your answer in the comments!
Someone who comments will win free registration to Blurbing Your Book, a June 3-14 email class on using ad techniques to do exactly that. On Monday morning, I’ll have random dot org draw a name and post it at the end of the comments...and, hurray, I can even justify doing that while at my Day Job since technically it’s about how advertising affects people. :)
About Laurie
After winning Romantic Times’ “Best Special Edition of the Year” over Nora Roberts, Laurie Schnebly Campbell discovered she loved teaching every bit as much as writing...if not more. Since then she’s taught online and live workshops including the one at groups.io/g/Blurb, and keeps a special section of her bookshelves for people who’ve developed that particular novel in her classes. With 50+ titles there so far, she’s always hoping for more.
Top photo created in Canva by Writers In the Storm.