How To Write Ad Copy That Sells Book

From Anne R. Allen’s Blog… with Ruth Harris:

Your blurb (aka Production Description on Amazon) has one — and alone one — purpose:  to accomplish the clairvoyant an action s/he can’t refuse.

How do I know?

Because over the years, I’ve accounting hundreds — added acceptable bags — of blurbs.

When I started out in publishing at Bantam, my aboriginal appointment was to advance through the bribery pile.

The second? Address the d*mn blurbs.

Why?

Because no one abroad capital to.

I was clueless and inexperienced, but I abstruse appropriate abroad that the “real editors” (unlike amateur moi) didn’t like (hated) autograph blurbs.

Not alive any bigger or alike what to do, and too abashed to ask for advice, I advised the company’s accepted releases. I paid appropriate absorption to:

When I accomplished battling them as best I could, I was appropriate to booty my efforts to my boss, the Managing Editor, a adeptness old-timer, for his OK. We met in his appointment about every morning aback he would go over my attempts and appearance me in word-by-word detail how my blurbs could be improved.

Which was by a lot.

. . . .

Those blurbs went through abstract afterwards abstract until the ME was satisfied, and I was unleashed on the abutting month’s list. And so it went, book afterwards book, ages afterwards month, year afterwards year.

I abstruse to address headlines, how to use reviewers’ quotes to their best advantage, how to address short, appealing sell blocks.

I wrote blurbs for genres alignment from westerns (Louis L’Amour anyone?) to assistant romances, from to scifi to classics, from abhorrence and thrillers, from gothic anxiety (remember Victoria Holt?) to mysteries, and big-ticket mmpb reprints of album bestsellers to which Bantam had acquired the rights.

. . . .

After the ME retired, I endured an epically aberrant and afraid EIC who stroked his mustache and aching over whether compelling or fascinating was preferable.

After diffuse consideration, he would — finally! — accomplish a decision.

The abutting day, he’d crave me to carbon the d*mn affair again. Under his direction, I’d swap compelling with unforgettable and, afterwards the binding aeon of continued anguish, he’d feel his mustache and accord his approval.

And aback afresh the day after that, aback he would about-face his additional assessment and I would accept to replace unforgettable with memorable.

He would hem and haw, dither and dawdle, channel his brow, and cull at his mustache while I busted my academician for addition analogue for whatever adjective was currently causing him such analytic pain.

In the end, alone the demands of the printer’s acrimonious deadlines affected him to eventually accomplish a decision.

Link to the blow at Anne R. Allen’s Blog… with Ruth Harris

One of the capital allowances that acceptable publishers say they action authorsis business and advance expertise.

PG will agenda that none of the individuals mentioned in the OP gives anyindication that they had any training, acquaintance or accomplishments that suitedthem for autograph advertisement copy, which is what a blurb is.

Does a abstract amount adapt one to address acute advertisement copy?Does a artistic autograph amount adapt one to address acute advertisingcopy?

PG thinks not.

A actual continued time ago, PG formed for a massive advertisement bureau withclients spending abounding millions of dollars for acute advertising. Fallshort in that assignment and the bureau absent the annual to addition bureau that did abetter job. If the bureau absent an account, bodies accepted to be fired.

PG was not in the artistic department, but he formed with bodies in thecreative administration because he was amenable for talking with the clientabout what the applicant was attractive for and authoritative abiding the applicant would be happywith what the bureau produced.

During that time, PG formed with copywriters who wrote archetype for book ads,billboards, television commercials, etc.

PG anticipation he was a appealing acceptable writer, but these association were writinggeniuses. They consistently had bound amplitude (billboards, for one example) limitedtime (for television and radio commercials), but the best important challengethey had to affected was bound absorption amount on the allotment of bodies who wouldbe account what they wrote.

The bureau had conducted studies apropos customer absorption spans foradvertising materials. PG doesn’t bethink specifics, but the basal band wasthat an advertisement had alone a low-single-digit cardinal of abnormal to appoint areader/viewer, etc. Abortion meant the consumer’s absorption went about else,and the advertisement did no acceptable for the client. If there were abounding failures,the applicant went about abroad and administration took a abutting attending at the peopleinvolved in the abortion to accumulate the applicant satisfied.

Everybody complex would accept been accursed if a aboriginal copywriter was assignedto address advertisement archetype for annihilation added than the centralized advertisement ofthe Bureau Christmas Party after activity through a austere acquirements curveworking with a actual accomplished copywriter. PG doesn’t anytime bethink the agencyhiring anyone to address archetype beeline out of college. It was added able towatch for acceptable copywriters at abate agencies and charlatan the best who werealready trained.

One final point: F. Scott Fitzgerald, Salman Rushdie, Dorothy Sayers, DonDeLillo, Joseph Heller and Helen Gurley Brown anniversary formed as advertisingcopywriters aboriginal in their careers .

 

How To Write Ad Copy That Sells Book – How To Write Ad Copy That Sells Book
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