| By Jenn Stark | September 24, 2009 |
As a Personal Branding Coach, I’ve had the opportunity to work with hundreds of authors on their Brands – what they write, how they package their work, how they present themselves on line – even what they wear at booksignings. At some point during every one of those interactions, whether one-on-one or in a group, I’ve heard the same lament: I can control everything else… but I can’t do anything about my covers. I have limited (or no) sway over the marketing department, I don’t write the copy, I can’t even pick the cover models!
No matter if these authors were new or solidly mid-list, they all had chilling stories about The Horrifying Cover To End All Covers, or they were convinced that a Career-Killing Cover was just around the corner. I’m talking about the cover with the broken-necked heroine whose hair – gorgeously coiffed despite the driving rainstorm surrounding her – swirls and flies as if it has its own character arc. The cover with the hero, looking mysteriously androgynous from the neck up, and shockingly male (though hairless) from the neck down, who is gripping the heroine in a hold that would be considered illegal in most Blue States. The cover where the hero and heroine are bold! They are impassioned! And they look nothing like the characters in the book! To add insult to injury, the title has been changed from “Forgotten Whispers” to “Tantalizing Tongue Tango in Telluride” (though the book only mentions Telluride once… in a two-minute phone call…) and the back cover blurb appears to have been written by a breathless fourteen-year-old whose idea of true love starts with “I never thought it would happen to me…” You know… That cover.
Which got me thinking: What DOES convince a buyer to make an impulse purchase of a book, particularly in today’s economy? Is it the cover art, the title, the blurb on the back? The genre? The author’s name? The publisher?
I had this experience myself, this week. I was in a bookstore to buy something specific, and the store didn’t have the book I wanted. So there I was, with a coupon burning a hole in my pocket, and nothing in particular to buy. Should I leave without buying a book? That’s really not a possibility in my world. 
However, I was in a hurry. So I made a new selection within about 30 seconds, and I was off to the counter. How did I do it? Let’s run through the options that could have impacted my purchase:
1. The Author?
Never heard of her. Still can’t remember her name, though I have a feeling I will after I read her book.
2. The Title?
It wasn’t brilliant, but it caught my attention as a cheeky title for a paranormal (or a mystery, I wasn’t sure at first)-and I thought it was cool that the book had a subtitle, indicating that this book was part of a series. Importantly, I was only marginally hesitant over the fact that I might be coming into a series midway. There was nothing to indicate that this was “Book 1″, “Book 2″ or “Book 16″, but I didn’t care. I was hooked.
3. The Cover Art?
Oh, yeah. It was period and gorgeous and slyly humorous, and the blurb at the lower left indicated without a doubt that the book was a paranormal. So a historical paranormal with humor, and it had a good cover quote by a “New York Times Bestselling Author”. I’m a bit cynical about those, but I know of and like the author who was quoted, so that still was a bonus for me.
4. Publisher?
Never checked prior to buying the book. But you can bet I will going forward, particularly if the book lives up to its promise.
5. The Back Cover Blurb?
Yup. After the cover art, a quick (and I mean QUICK) scan of the blurb tripped my trigger – it validated the cover’s approach to the book, and deepened it. In addition, the clear sense of continuity the book offered (that it was part of a series) made me think this was a world I might want to spend some time with.
And that was it. I spent somewhere around $5 on the book, with my coupon, and was wholly satisfied. I’ll stay satisfied until I read the book, too, and then my opinion will be improved or damaged depending on the quality of the work. Importantly, this is not a book that I must read by midnight tonight – because, truly, only a Must Read Author gets that kind of treatment from me. But it’s definitely in my To Be Read pile, and I’m absolutely intrigued with it.
So, in short: Those authors lamenting their dismay over The Horrifying Cover To End All Covers? Well, they have a definite point. Consumers today are harried, overloaded, and short on time and attention. Money is tight, and trying out a new author in particular is always a gamble. A cover can make the difference – but it still depends on a great story in many cases: if you have a so-so story, then not only will you not live up to your packaging, but chances are you won’t have an amazing cover. If you have a BRILLIANT story, you have a much better shot at a brilliant cover… fabulous blurb copy… and a sale.
For me, choosing a book by an author new to me was made easier by a combination of art and back-cover blurb. A great author quote can’t hurt, even though I know that’s probably just spin. If I had to nail it down to JUST ONE THING, however, it’d take the cover blurb for me to make the decision – but in most cases, the art would still help get me to read that blurb.
What about you? Why do you pick up a book-and what convinces you to buy it, especially if you don’t recognize the author? Are there any covers that you can recall that stuck with you-for good or ill? (Speak in generalities only-remember, every cover out there DID seem like a good idea to someone at the time!)
September 24th, 2009 at 10:18 am
Good morning, Jenn! I wish I could say I buy books based on their covers but I never have…not once. If I don’t know the author it’s usually going to be the first page or the back cover blurb that’s going to draw me in and convince me to buy the book!
September 24th, 2009 at 10:34 am
Hi Jenn, great topic. I will pick up a book based on the cover, then I read the back blurb and read about the author last. I don’t pick up a book b/c the author is a best seller or a proven author. I love finding new/debut authors.
I have picked up a book based on cover alone and was super disappointed~by a National Best Seller too!!
September 24th, 2009 at 10:45 am
I’m somewhat with Tonya. I will pick up a book if I like the look of the cover and/or the title. Then I’ll take a quick look at the back-cover blurb. If it’s of interest AND I have time, I’ll skim the first page. (Note — if that first page is in first person, I’ll probably put it back unless that back-cover blurb is fabulously appealing to me.) I seldom read about the author until I get the book home. Of course, none of the foregoing applies if the book is by Nora Roberts. I just buy it sight unseen.
September 24th, 2009 at 11:14 am
Jenn, wow with so many authors as friends, I definitely go with name recognition. But second, is the back cover blurb…. Plus I go one further, I open the book and I read the first paragraph. If I’m compelled, I buy. And don’t you just feel for those authors whose covers reflect nothing about the book inside. My friend writes multi-racial books and her cover had two a blonde and a skinny white guy and her protagonist is black!
September 24th, 2009 at 11:25 am
Hi Jenn! Love the topic, so I couldn’t resist commenting. Right away I have to get this off my chest. I am a cover junkie! Yes, I will pick up a book based on the cover alone. I usually stay pretty faithful to the authors I love to read, but if a great cover catches my eye, I’ll consider it.
Kresley Cole’s, A Hunger Like No Other is an example. Like you, I was searching for an author one day and on impulse, I picked up the book because of its sexy cover. After reading the blurb, I bought it. At that time, I’d never read a paranormal–couldn’t wrap my mind around them. I am so happy I bought that book! I fell in love with Cole’s voice and writing. I cannot get enough of her IAD series!
Of course, the blurb’s hinting at a compelling conflict helped with the purchase, but I would never have considered the book if the cover didn’t scream “pick me up”.
Now, I’m in the process of completing specifications for my first cover. Knowing how I buy books, I’m a bit nervous and hoping mine will have readers stopping to at least look at the blurb. I worked pretty hard on that as well–LOL! Who knows, after this experience, I may have to change the way I consider buying a book.
September 24th, 2009 at 11:45 am
Sometimes even covers without scantily clad men misrepresent the book. There’s this author whom I now ADORE that I didn’t buy for the longest time because of her covers. They were respectable. Pretty, even. Usually a landscape or a house, something like that, but I thought they’d be…well, old lady romances. Let me tell you how shocked I was when I read a book buy this author (after MUCH prompting) and found out that she writes the best romantic comedies out there with some of the spunkiest heroines. I couldn’t believe I’d waited as long as I had to give her a try!
Since I started reading this author, her publisher has been rereleasing her titles with more contemporary romcom-like covers–covers that would have made me pick up the books years ago.
Yeah, covers matter. They matter a great deal!
September 24th, 2009 at 12:35 pm
Hey Jenn!
Many times a cover will turn me off–especially the historical ones with the couple spread over a bed, the man lifting her voluminous skirts while he’s still got his boots on, for crying out loud. I likely won’t even bother with the blurb, unless it’s a favoured author. And don’t get me started on models with exaggerated features; e.g. a grown woman with the hips of a ten-year-old! If I can get past the cover, then a cliche-free blurb sells me on the story. I also look for those titles that have a few bucks off to tempt a purchaser to buy a new author.
September 24th, 2009 at 12:46 pm
Leshia–you HAVE to be talking about Susan Elizabeth Phillips. Her covers have never given a true sense of her stories.
Jenn–I’m most influenced by the cover art and title on a book. Then I read the blurb, and if it sounds like something I might like, I read the first page. If I don’t like the author’s voice or opening, it goes right back on the shelf. So bottom line is that it takes a great cover to get me to pick up a book, but the writing has to be there for me to buy it.
September 24th, 2009 at 1:34 pm
Jenn-
Thanks for the laugh today
I would say the back cover blurb is a deal-maker or breaker with me, although the last random Dark Fantasy book I bought, I think, on cover art impulse and first line adoration.
September 24th, 2009 at 1:38 pm
Great post, Jenn! Like many people here, there has to be something in the cover or the title that gets me to pick up the book in the first place. Unless someone I trust has strongly recommended a novel or a particular author, it’s that initial visual impulse that gets me to take a closer look. But I won’t *buy* anything based on that. I flip to the back cover blurb. I always read the first few pages, and often I’ll read a page or two in the middle of the book, just to see if I’m drawn into whatever scene is there. I’ve discovered some really great authors that way.
September 24th, 2009 at 2:32 pm
Great post, Jenn, and right on the money, honey.
Covers are important. I have picked up a book on cover art alone, but not recently (I’m a quick study.
) Also bought a book once with a blurb that set the book in the Pacific NW. Story took place in RI, only the housekeeper’s vacation took place in the NW. 
Then there was the book bought courtesy of a cover-quote from a favorite author. While I still enjoy her books, haven’t bought a book with her recommendations since.
It’s a crap-shoot, but art is the big draw for me, followed by blurb.
September 24th, 2009 at 2:47 pm
Great post, Jenn.
My initial interest is definitely sparked by the cover and title.Sometimes even the font used on the title and spine. After all, on those crowded bookshelves it’s actually the spine you’ll see first.
Then I flip to the blurb and the first few pages. I dont think I’ve ever bought based on a great cover quote, although I always like to get them! LOL!
September 24th, 2009 at 3:52 pm
Great post, Jenn.
My book buying has changed a lot since I started writing toward publication. I used to pick based on cover and blurb and frankly… at least 75% of the time I was only browsing the front tables. I was also influenced by cover quotes and bestseller banners.
Now that I’m a writer, it’s different… Typically, I buy books I’ve heard of, or by people I know, or published by a house I haven’t read many books from…
September 24th, 2009 at 3:55 pm
Jenn, Maureen’s post made me think of the importance of word of mouth. Covers are great, but a referral still will overrule a lousy cover, thankfully!
September 24th, 2009 at 4:00 pm
Theresa, GREAT point on the first page of a book helping to seal the deal. I have read the first page many times myself, just to get a sense of the author’s writing style. It’s a great way to vet an “unknown” author!
Thanks for your comment!
September 24th, 2009 at 4:01 pm
Tonya,
Thanks for your comment–I talk a lot in my Branding classes about our Brand Promise. There’s nothing worse than reading a book that doesn’t deliver on an author’s Promise (and being an NYT Bestselling author is one of the biggest promises you can make!) So thank you for the reminder that if you’re going to reap the benefits of great packaging–you need to deserve it with every book.
September 24th, 2009 at 4:03 pm
I have picked up many books based on the cover. That gets me to the back cover blurb. If I’m still intrigued, I’ll usually buy it. Also, if authors have interesting covers and blurbs for upcoming books and have cover flats or bookmarks to give out, I’ll usually keep those up on a corkboard in my office to remind me to get those books when they come out. I just got a new one this past weekend for Jennifer Estep’s Spider’s Bite, which I believe is coming out next year as part of a new urban fantasy series. The cover is what grabbed me enough to check it out.
September 24th, 2009 at 4:06 pm
Laura, isn’t it interesting how POV can really color your interest in a book? I used to be very anti-first-person myself, but I’ve been coming around recently to those books, though it’s still a tough sell for me except in YA novels. Thanks for adding that extra element to the review process!
September 24th, 2009 at 4:09 pm
Donnell! Thanks for your post and your story about the completely non-ethnically correct cover is what I mostly hear about with cover challenges. I mean, the worst cover ever involved a fellow with three arms, but still–because a book cover is part of the Brand Promise, a cover that is wildly off base can cause a real challenge.
September 24th, 2009 at 4:14 pm
Rosie,
First off, congratulations on your recent sale and enjoy working on cover specifications! I do think that once authors go thru the “sale” process, things change a bit for them when they are out buying. I’ll be curious to see what, if anything, you do differently. Either way, here’s hoping your cover turns out exactly as you hope!
Thank you for posting!
September 24th, 2009 at 4:17 pm
Wow, Leshia, that’s such a interesting point–when a book has a terrific selling point (such as humor) and the cover doesn’t capitalize it, that’s a HUGE miss from a marketing standpoint. If I had an author with that issue, I would definitely be creating marketing materials that diverged from the cover to show the “real” meat of the story. Thanks for your post, and for the thoughts now spinning through my head!
September 24th, 2009 at 4:35 pm
Joan,
LOL on your derision for “Improbable Clinch” covers, but I also like your point on the “try this author” promotion approach. I see that more and more, and I think it plays particularly well for readers who buy large amounts of books. Discount pricing is always tricky from a Brand standpoint, but with an author who you believe will merit full-price purchases down the road, it can be a savvy move.
Thanks for your comment!
September 24th, 2009 at 4:37 pm
Laurie, score no. 2 for the first page of a book. I confess, I should incorporate this into my impulse buying ritual — it just makes good sense.
And I wonder if you’re right on the SEP covers for Leshia — I *have* recently seen some of those older covers, and I definitely would agree they don’t convey her Brand as well as her new covers do! An interesting possibility…
September 24th, 2009 at 5:02 pm
L.A.,
oooooo… ‘cover art impulse and first line adoration’. A bookbuying catchphrase!
Thanks for your comment — it looks like that blurb still is a powerful force in the process…
September 24th, 2009 at 5:04 pm
Okay, Marilyn, kicking it up a notch!
The review of the scene in the book’s midsection is undoubtedly the best test yet for true writing integrity… page one may be painstakingly crafted, but page 153? not always so much. Thanks for further refining our process!
September 24th, 2009 at 5:07 pm
Gwynlynn, GREAT observation on how a mis-begotten quote not only damages the book it’s gracing, but also the quoted author. Many authors I know hesitate to provide quotes unless they truly love the book in question, but sometimes even the best intentions aren’t followed through… to everyone’s dismay, in the end.
Thank you for your comment!
September 24th, 2009 at 5:10 pm
Alix, another savvy first-few-pager… clearly I have been missing out on a key determining factor in impulse-book-buying.
Also good point on the spine being as important as the cover, once the book is on the shelf. Gosh, for me, in that case, I’d have to say the title would carry more weight. Hmmm…
More to think about!
September 24th, 2009 at 5:13 pm
Maureen, with so many new publishers (and new imprints under established publishers), shopping-by-publisher is definitely a wise idea for the savvy writer. If I’m impulse buying but not in a store with large displays, I too gravitate toward authors first. Shows how valuable “face out” placement can be for new authors, that’s for certain!
Thanks for your post.
September 24th, 2009 at 5:15 pm
Donnell (and Maureen as well!), I just read a great article on the importance of reviews/word of mouth buzz to ensure a product’s success. That kind of publicity trumps the package, you’re right–and even a bad review handled with grace by the author (which was a situation that happened recently online, actually)can pay dividends. Nothing beats that personal input!
September 24th, 2009 at 5:17 pm
Trish, your comment points out the extended value of a great cover… cover flats! As marketing aids and cork board reminders, you just can’t beat a snappy cover and compelling title to build buzz for a future release.
Thanks everyone for all your comments! Now I want to go out and make some more impulse buys!
September 24th, 2009 at 6:55 pm
I haven’t bought a book soleky for the over — though I came close to grabbing a sci fi tech wars type book solely because Fabio was the model and it wasn’t romance (rare finds) — but I have definitely stopped and checked out a book because of the art. Pino did amazing art back in the day. I first noted Kim Harrison’s debut because of the title and art in an ad in RT Book Reviews. The flaming red hair and charms hanging off a pair of handcuffs with a title Dead Witch Walking? How could you not read more? Once I read the blurb, I ordered copies for the library off the ad alone. Otoh, a bad cover can have the same result. It makes you stop and pick up the book to see what poor soul had the misfortune. After reading the blurb, you still l may decide the story itself sounds worth the money. But please don’t tell art depts that. They’ll feel justified to keep putting sheep heads on men’s bodies.
September 24th, 2009 at 7:37 pm
Nina, LOL on the Fabio cover! That might have been worth picking up just for the sheer novelty of it. I appreciate your perspective too from a librarian’s perspective–buying off an ad’s artwork and blurb copy is pretty compelling proof that packaging is a critical element of any book’s Brand!
Thanks so much for your comment.
September 25th, 2009 at 8:13 am
I always buy books based on their covers. It’s completely about the visual for me. This shouldn’t be, given that I’ve had my share of covers that didn’t reflect my book’s reality, but I can’t stop. I never read the copy. I don’t care about the title. I never crack the book and read the first scene or the excerpt. I never ever EVER buy based on author review quotes.
But give me one glimpse of a gorgeous package, and that book will be MINE. It doesn’t have to have skin. It doesn’t have to have wonderful eyes (although that helps). It doesn’t need foil or embossing or die cutting. It just has to be evocative, good design, have saturated colours. Check out my towering TBR pile for examples.
Is there a 12-step program for this?
Deborah
September 25th, 2009 at 10:17 am
Jenn – Sorry I’m late to the party — I just heard about it. I’m the person who will skew your search, because I will buy a book for almost any reason. I LOVE to read — especially romance — and my TBR pile has more books than some libraries. I don’t think I’ve ever walked out of a bookstore without at least a couple of books, and I also order books online. All the time.
1. Author – I buy most of my books because I am familiar with the author. When I find an author I like, I usually will go buy a bunch of books from their backlist, and preorder what’s coming up.
2. Title – I’m intrigued by a good title, and it’s possible I might pick up a book and check it out because of a catchy title. A good title alone would be very unlikely to make me buy a book, though.
3. Cover Art – Hmmm. It’s rare for me to buy a book for it’s cover, but I admit I’ve done it a few times if the cover was unusually beautiful or intriguing. And, well, then there’s books like Erin McCarthy’s race car books — I happen to love the books, but even if I didn’t, I’d buy those just for the yummy covers!
4. Publisher – Yes and no. I might give a book a closer look if I notice it was published by a company I trust. By the same token, though, I might pick up a book because it looks interesting, but if it’s published by a company whose books have let me down (lots of errors/typos, poor editing/writing) then I might put it back.
5. Cover Blurb – Yep, I’ll buy a book for a good cover blurb, and I frequently do. That’s the first thing I check; the second thing I do is read the opening paragraph. I base a lot of book buying decisions on those two factors.
6. Recommendations – I hang out at Barnes and Noble’s website a lot, and there is a strong romancde community there. I’ve bought waaaaaay to many books because romance readers there have recommended them. I will also buy a book if a romance-reading friend suggests I check it out.
Great post, Jenn! Sorry I was late to the party.
September 25th, 2009 at 1:10 pm
I just had more of a chance to read through some of the other comments. Donnell’s comment IS an excellent point. Marjorie Liu had covers like that too. Granted, he was a shapshifter too, but as a human he was Black. She’s also had biracial heroine. Neither cover reflected it. Nevermind if the author consistently writes interracial couples. Small presses more accurately reflect ethnicity on covers, but NYC is still skittish about showing an interracial couple. Black couple, fine, because they’re targeting Black readers. But they seem to feel an interracial couple will put some folks off. If the character is on the cover at all, he/she is in shadow or you’re not sure if their White or really, really light skinned (even if the character isn’t). Problem is you’re missing the audience that would read it, is looking for it (nevemrind those that don’t care), unless they’re networked and hear by word of mouth. It’s also funny to me becsuse I don’t sense the same issues with interracial women’s fiction. There’s still a sense of taboo in romance. Reviewers are sometimes bad about mentioning it too, but that’s another topic.
September 25th, 2009 at 3:35 pm
Hi Jenn!
First I’ll look at author, then title, scan the cover and regardless of its appeal or lack thereof, will read the back cover blurb. However, I have bought books because of an outstanding title or cover. 
I bought two non-romance titles this morning. One was recommended and the other purchase was driven by a newspaper review and its subject matter. Great topic, Jenn!
September 25th, 2009 at 7:26 pm
Late to the party, but I love this topic, Jenn. I’m with Trish. Cover. Back blurb. First few pages. I’m also a sucker for…if you like so and so, you’ll like this one. Peace!