Book Cover Endorsements Work

Your book’s cover is prime real estate. It’s responsible for key decisions regarding whether or not the book gets purchased.

Decision one comes when the cover catches the buyer’s eye (or not).  Thus, the job of the front book cover is to attract the potential buyer/reader and get him/her to pick the book up. If the cover doesn’t attract the buyer, no sale. If it does, the buyer picks up the book and moves toward decision two.

Decision two depends on the content on the back cover. Thus, the job of the back cover is to invite the potential buyer/reader to open the book. If the back cover fails to intrigue the buyer, no sale. If it does its job, the buyer opens the book and moves toward decision three.

Decision three (the commitment to purchase) comes after the book is opened. If the book passes whatever the buying criteria are (yes, are is the correct verb because criteria is plural), the sale probably occurs.

Today my focus is on the second decision. Of course, a paragraph or two highlighting the book’s content is helpful, but that may not be enough. That’s where endorsements do their work.

There are three things an endorsement needs to be helpful.

  1. A glowing praise emphasizing the contents of the book. Example: “This book is packed with road-tested tips and real-world success strategies you can start using immediately.”
  2. The full (first and last) name of the person writing the endorsement.
  3. A recognizable title (including the organization) of the person writing the endorsement. The reader doesn’t have to recognize the name of the person, but the title should be meaningful. Examples: CEO of Best Buy, Author of The New Recruit, Pastor of United Presbyterian Church, President of Minnesota Historical Society, Founder of Make It Happen, etc.

Endorsements should be only one sentence long. Edit it down if you have to. As a courtesy, you can offer to show the edited sentence to the one who wrote it if you like.

You’ve asked for a favor, so make sure you make your endorsers look good when you put their names on their endorsements. That means you correct spelling errors, punctuation, capitalization, etc. , if necessary.

To get endorsements, you probably need to send copies of your manuscript to each endorser. Make sure you note somewhere on the manuscript that it is unedited.

When your book is published, give a copy to each person who gave you an endorsement to show your appreciation.

Book cover endorsements do work, but only if you do them right.

Happy writing!



2 Responses to “Book Cover Endorsements Work”

  1. 1 Carol Ann Hoel January 18, 2011 at 5:51 pm

    Thank you. I hope to get to that point someday. Blessings to you…

  2. 2 September 13, 2013 at 1:45 pm

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