Second Most Important Sales Tool: Flap Copy
Yet, often, it is an editorial assistant who writes the copy.
In this interesting series of articles Publishing Trends reports on a case study of an FSG adult debut novel, Come Sunday by Isla Morley.
Some interesting conclusions:
- Character & Promo. For readers under 18, focus on character details and brief promotional statements or quotes. Don’t make them work hard to figure out what the book is about; “cut to the chase.”
- Catalog v. Flap Copy. FSG editor Sarah Crichton distinguishes between catalog copy and flap copy: “The catalogue copy has to appeal to potential reviewers and booksellers, whereas with the flap copy, this is your one chance to speak directly to the buyers and readers.”
- No Magic Formula. Peter Hildick-Smith, of the Codex Group who conducted the study said, its still hard to predict which copy will do better. “Part of that is the crucial interplay between title/cover and copy, and part of it is the fact that one person can’t perceive anothers’ intuitive response to a creative message.”
- Read full results of the flap copy study.
- Read full text of flap copy for Come Sunday by Isla Morley.
- Read comments on writing Morely’s flap copy.
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