93 A Written View

DougHeader-webReader Appeal

By Doug Owen

What makes a story have instant reader appeal? Is it the author’s name? Could there be some secret message buried in the artwork that might cause a normal person to pick it up? Is there some secret formula used to put the correct words together to form that special message somewhere?

Instant reader appeal is one of the greatest literary secrets out there.

Never mind the first line in your story. Hell, it could be something that rages off the page, leaving an “I gotta read this!” feeling in the person browsing the bookshelf. What more could there be?

When you wander through a book store, check out what people actually take off the shelf. Most pull out a book that only has the binding showing. So it has to be either the title or the author that gets them. It couldn’t be the publisher; no, people don’t even recognize half of the logos out there. What caused them to pick that book over the even better one below it?

Look at the cover design. Yes, I know everyone has grown up with the adage not to judge a book by its cover (cliché, by the way). Everyone does. One of my first books garnered a spot in “Terrible Book Covers” because of that. When I saw it, the cover was instantly changed. Another couple of hundred down the tubes.

So, what is it that grabs the reader? Good artwork? Original designs? Maybe the font told them?

Oh, what’s that you said? You’re not in it for the money? Sure. I bet you don’t need to eat. Everyone is in it to make a splash, get their name out and put a few shekels in their pocket. If not, why write? Unless you’re independently wealthy and can afford to just sit back and watch interest do its work.

And imagine the effect an author’s name has on how it sells. The name splashed across the top ¼ of the cover while the title is just a little splash underneath. Does that tell us how recognition drives sales?

But most of us don’t have that godhood draped about our shoulders. We belong to the real world, where the mention of our name usually gets, “Who?” We are not a mainstay on the list of literary giants. Does that mean a catchy title and cover design is our only way to salvation, if not publication?

Consider the amount of time you spent on your manuscript. The tears, cried into your pillow because the words would not come out. About the endless trips to the bottle just to get the courage to write that first line. How you hid in the closet so your better half would not see you. Imagine if you composed the cover as well. All the images would come directly from you, not some haphazard artist halfway around the world. No stock photos for you!

Oh ye of little faith.

There is help. It is a simple template that can make your book stand out. And we have the romance sector that pumps out novel after novel to thank for that simple formula.

Stand back now. We are about to reveal the simple, yet effective, way to make sure your novel sells (or, at least, gets picked up to look at. We are not, of course, fixing the writing, just helping get it picked up).

The torso of an impossibly toned man and the overflowing bosoms of a beautiful woman are coupled with some generic title tilled with care through a title generating machine kept out back. Titles like Summer’s Found Passion or Love’s Destiny. Just look in the airport lounges and you’ll see what I mean. And the two people on the cover don’t even have to look the same!

Flip this to my favorite genre, Sci-Fi, and see what is on the cover. Robert Heinlein gave into the publisher when he wrote the amazing novel, Friday, and let them put a large-breasted woman front and center with the zipper on the front of her suit pulled down to her navel.  Spider Robinson’s Stardance, with a woman in a skin-tight space suit, is another one.

Want to get the women involved in buying your books? Take a walk through GoodReads and see the covers of the books they rate the best. I just did this for giggles while writing the article and 90 per cent of the books that have models showing some type of skin on the cover are rated at five stars, only 10 per cent at four stars or fewer. But that same person rates a book with no model on the cover at three stars. Maybe it was the writing, but when you see the pattern, what you need to do to generate interest becomes very straightforward.

But what about titles?

Just for giggles, here are some very… interesting titles:

Castration: The Advantages and the Disadvantages by Victor T. Cheney
Games You Can Play with Your Pussy and Lots of Other Stuff Cat Owners Should Know by Ira Alterman
Still Stripping After 25 Years  by Eleanor Burns
Eating People is Wrong by Malcolm Bradbury
The Missionary Position—Mother Teresa in Theory and Practice by Christopher Hitchens
Reusing Old Graves by Douglas Davies
How to Succeed in Business Without a Penis by Karen Salmansohn
The Pocketbook of Boners by Dr. Seuss
Images You Should Not Masturbate To by Graham Jonson
A Passion for Donkeys by Dr. Elisabeth D. Svendsen
Everyone Poops by Taro Gomi
Pooh Gets Stuck by Isabel Gaines
The Best Dad is a Good Lover by Dr. Charlie Shedd
Scouts in Bondage by Geoffrey Prout

Some of these… Well, you’ll have to see the covers to understand. But they are just a few of the titles that do not come over well.

Most of the time, you want your title to reflect what the story is about. So when you come across Jaws you can sort of understand what the novel is about just by the title.  All Quiet on the Western Front tells you something about the content of the novel, and so does War and Peace. You don’t have to turn a page to understand what the main content of those books will be.

But there are some that are not really that revealing, like Anthony Burgess’s A Clockwork Orange, or John Hemingway’s The Sun Also Rises, or Alex Revell’s A Fall of Eagles (But the cover art explains it all).

Design

Your reader is a visual creature. They look at the cover, they read the title and back page, glance through a few pages and, if you are lucky, they read it. And while an established author can get away with a black cover with lettering (The Road by Cormac McCarthy—over 472,000 ratings on GoodReads and counting), you cannot afford to be so standoffish to your audience. Put a lot of thought behind your cover. Shelf Appeal is everything, because most people DO judge a book by its cover.

When I was young (yes, they had printed books back then, as well), I would pick up a book and look at the cover, deciding if I wanted to even think about glancing at the back. The look of a cover can appeal to a reader or dissuade one from even picking up your book.

Image and typography have a lot to say. They need to capture the heart of the reader, intrigue them, and captivate their imagination. Once the prospective reader picks up the book, the writing must do the rest. But getting the book picked up is the one thing you have to work on, and that is where these things come into play.

It takes me a while to decide what type of cover I want for my book. My YA series almost died because of a bad cover choice, but the new one (the design of which I follow throughout the series) has been a hit. Now, as a publisher, I hear authors describe covers to me and just nod. Having read their books and knowing the industry it is very important that not only that the author’s vision gets laid out, but that the marketing guys and artists take the time to tell me what it really needs. Heck, one author hated the cover so much that he almost decided to take the work to another publisher until I showed him some test market research.

A Checklist

We all try to have our novel outshine the novel next to it. So, here is how you do it:

  • The title you thought of first, after writing your novel, is probably the best
  • Make the title relevant to the story, or at least intriguing
  • KISS—Keep It Short and Simple, so people remember it
  • Shelf Appeal is GOD—how does it stand out?
  • Who will read the book? The cover should be targeting them
  • Make the title easy to read (font choices). That does not mean boring

So, think of this after you have written your masterpiece and remember: they judge a book by it’s cover.

 

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