Writing blurbs is an odd job – sometimes it's the easiest thing in the world and the words seem to flow out of my fingers as I type, but other times it can be so frustrating I have to leave my computer for a few minutes and eat toast while my subconscious works on it. (That's my excuse anyway.)
I write freelance blurbs for Penguin. The way I write now is no different from when I was in-house, except perhaps that there's more to distract me in my living room, and I'm trying to fit it around a full-time job. Before I start I ensure the TV's off and I'm set up at the table with a drink, my laptop, post-it notes, a notepad and the manuscript before I get to work. Then it's just a case of getting down to it.
Some of our cover copy has a set structure to work around. The Black Classics all have text quotes at the top of the back cover so if I'm doing one of these I keep the post-its to hand and mark any suitable phrases as I read them. Often my impression of what the quote should say will change as I read the book, so it's useful to have a few to choose from when the main section of copy is finished.
I usually try to scribble notes as I go along, but sometimes I read as much as I can in one sitting, then type up any phrases or sections that come to mind. It's not an exact science – different ways work for each book.
My first copywriting trick is to write as much down as I can. As soon as I think of a phrase or an approach that might work, I'll note it down and keep reworking it until it's right. I might do several drafts for one book, each with a different angle, until I sort out what's works and what's likely to attract my target market. (More often than not I plan to do this, but all the ideas blend into one coherent direction as I start writing.) It's much easier to cut copy down than to add a sentence, so I don't worry if it seems too long and I've got to fit it to only 80 words.
My second trick is to leave my drafts overnight and look at them again in the morning. This isn't always possible, and sometimes it doesn't seem worth it, but it's a great way to reassess what I've written and see how bookshop browsers might react if they're reading it for the first time.
And that's it, really - I just make the words on the cover as enticing, accurate and entertaining as possible. Oh, and I nearly forgot - I have to check it. It's hugely important that quotes, names and plot lines are correct, and I have to ensure the blurb is a true reflection of the writing inside. Writing cover copy is hugely satisfying - it's a real treat to be able to read books, write about them, learn an immense amount about literature - and get paid for it!
Helen Williams
Freelance Copywriter
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