Flap copy is especially important for fiction. And title and cover impact are closely related to the impact of jacket copy. If the flap copy defies the expectation created by the cover and title—if, for instance, the cover of the book leads the reader to expect a thriller but the flap copy identifies it as horror—readers are less likely to buy it.
The lede is the most important element of the jacket copy. “We make sure that we’re absolutely clear about our lede, what makes the book special, and we announce that as clearly and concisely as possible right at the top,” says Hoffman [Executive Editor at Grand Central Publishing.] “With so many books screaming for readers’ attention, you might only have that first few seconds to make an impact, so you have to identify what makes a book special early on. Readers might not make it to the second paragraph of your gorgeously crafted copy. It’s something every journalist knows, that’s worth our keeping in mind.”Survey respondents ranked other common elements of jacket copy as less important. Only 13% of literary fiction readers are most influenced by praise from the New York Times, for instance, and they care even less about praise from publishing industry magazines like Publishers Weekly (10%).
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So again... what does that have to do with you, the writer? Well, what if your query is so kick-ass, so enticing, inclusive of all that your book promises yet leaves the reader begging for more? You'll probably get a lot of agent and/or editor interest in reading your full. And perhaps a phrase or two will make it into your all important jacket copy.
But, why you need to read this post and click on over to the article is because I am a believer in being informed. If jacket copy is the #2 reason why readers will buy my book, I want to know that. I want to understand what influences buyers and then use that knowledge to best market mine and my clients' manuscripts and published books. For example, published writers....is your jacket copy on the home page of your website? Somewhere on your facebook and myspace pages? If a librarian, bookseller or book buyer asks you about your book, do you have a 'conversational' version of that jacket copy ready at any moment?
Your editor wrote your jacket copy. She gave you and your book a gift. A sales handle. Now writers, give that sales handle legs and run with it:)