More than 300
titles are published each day. There is no way anyone can know and rank them.
That is why the book industry relies so heavily on blurbs.
A blurb is
a short sales pitch or review of a book usually printed on the jacket or in an
advertisement. The word was coined by Gelett Burgess, a Boston-born humorist
and author [1866-1951).
Testimonials, endorsements and quotations or
“blurbs” sell books because word-of-mouth is one of the most powerful
forces in marketing. Anything you say about your book is self-serving but words
from another person are not. In fact, when readers see the quotation marks, it
shifts their attitude and they become more receptive.
Harvey Mackay
placed 44 testimonials in the frontmatter of Swim with the Sharks; he had
endorsements from everyone from Billy Graham to Robert Redford. Did these
luminaries buy a book and write unsolicited testimonials? Of course not. Mackay
asked for the words of praise. http://www.mackay.com
Your mission is
to get the highest-placed, most influential opinionmolders in your field
talking about your book. You have more control than you think over whom you
quote, what they say and how you use their words. The easiest and most logical
time to gather blurbs is following peer review of the manuscript. Testimonials
are not difficult to get if you follow this two-step process.
Most
testimonials are superficial, teach the reader nothing and lack credibility.
—Ron Richards, President, Venture Network.
Step #1. Send
parts of your book out for peer review. Smart nonfiction authors take each
chapter of their nearly complete manuscript and send it off to at least four
experts on that chapter’s subject.
Step #2. Approach your
peer reviewers for a testimonial. Now the target is softened up. You are not
surprising them by asking for a blurb for a book they haven’t even seen.
In fact, since you matched the chapter to their individual interest, they have
already bought into the project and become familiar with your work.
Now, draft the (suggested) testimonial yourself. In order to get what you
need and in order to control the blurb, draft a suggested testimonial. Then
include a cover letter like this: I know you are a busy person. Considering
your position and the direction this book takes, I need a testimonial something
like this: . . .
Drafting a testimonial is a creative act; it takes
time and careful thought. Editing is easier than creating. Your endorser does
not even know how long the blurb should be. So, provide help. Some 80% will
just sign off on your words, 10% will add some superlatives and 5% will get the
idea and come up with something much better.
Forewords are approached
in the same manner as endorsements. What you get back from the writer is just
longer. Gather testimonials by putting words in their mouths.
Dan
Poynter does not want you to die with a book still inside you. You have the
ingredients and he has your recipe. Dan has written more than 100 books since
1969 including Writing Nonfiction and The Self- Publishing Manual. For more
help on book writing, see
http://ParaPub.com. ©
