The BookMark . . . publishing industry information and tips from BookMasters.

Volume 5, Issue 3 March 2007

The BookMark is our free monthly newsletter featuring news and information of use to publishers, authors, retailers, and others involved in the publishing industry. On the first of every month, The BookMark will deliver useful tips, helpful news, and upcoming events directly to your electronic in-box. If you would like to receive a free copy of the The BookMark in your monthly e-mail, please visit http://www.bookmasters.com/subscribe.htm and complete the subscription form.

IN THIS ISSUE: Industry News & Events

Everyone Judges a Book by its Cover

Seven Steps to Better Editing and Writing

Upcoming Events

Everyone Judges a Book by its Cover
by Dan Poynter

Dan Poynter, the Voice of Self-Publishing, has written more than 100 books since 1969 including "Writing Nonfiction" and "The Self-Publishing Manual." He is a past vice-president of the Publishers Marketing Association. For more help on book publishing and promoting, see http://ParaPub.com.

Like it or not, no one reads the book before he or she makes a buying decision. Consumers do not read it in the store. All buying decisions are made on the illustration/design and the sales copy on the outside of the book. Yes, packaging is everything.

Stores have tens-of-thousands of books being displayed spine-out. With all this congestion, it is hard to get attention. Initially, all a potential buyer sees is the book’s spine. If the browser takes it down, he or she will gaze at the cover for about four seconds and then flip the book over to read the back cover. On average, he or she will spend just seven seconds here, so the trick is to keep them reading longer. Your copy has to be punchy and benefit-laden; it has to speak to the potential buyer.

Your book cover designer will lay out the cover's design, incorporate an illustration or photo if needed, put it all on disk, and send it to your printer. But you must draft the cover text. Here are explanations for each area of the cover you will need to provide copy for.

A. Front cover. Select a title and possibly a subtitle. Keep the title short, and make the subtitle descriptive. Don't make the title so obtuse that the potential reader can't determine the focus or point of your book.

B. Spine. The spine contains the title and the author's name. The publishing company and publishing logo could also appear here. Since the spine is often the first cover element a reader sees, it's important to pay particular attention to the look and feel of this oft-neglected area.

C. Back cover.

Category. Visit a bookstore and check the shelf where your book will be displayed. Note the BISAC categories on the books and the shelves. Listing the BISAC category on the back cover of your book will insure your book will be easy to find—because the bookshop personnel will place it on the right shelf.

Now you need an arresting headline addressed to potential buyers. You want them to relate to the book and find themselves in it. Do not repeat the title here; do not bore the potential buyer. You have already “said it” on the front. Use an alternate approach. For example, The Self-Publishing Manual’s back-cover headline is Why Not Publish Yourself?

Sales copy. Concisely (two to four sentences) state what the book is about. What will the reader gain by reading this book?

Bulleted promises or benefits. Promise to make readers better at what they do. Pledge health, wealth, entertainment or a better life. Focus on who your audience is and what they want. Think about who are you talking to and what are they going to get from the book.

Show the author is the ultimate authority on the subject in the author bio. Just two or three sentences will do.

Price. Bookstores like a price on the book. The price is a turn-off to potential buyers, so place it at the end of the sales copy. Never locate the price at the top of the back cover. If this is a hardcover book, place the price at the top of the front flap. Many times, the price appears with the bar code.

Bar code with International Standard Book Number (ISBN). The bar code on a book identifies the ISBN, which in turn identifies the publisher, title, author and edition (hardcover, etc.), as well as the price of the book.

A lot of back cover copy is weak and uninspiring. The title is repeated, followed by several quotations, and a bar code, and that’s it! Haphazard copy is the sign of a lazy (and maybe inexperienced) copywriter.

Packages sell products, and covers sell books. Give your books the opportunity in the marketplace they deserve. Package your text to quickly tell the idle browser what is inside!

If you would like additional information on custom cover design, please contact BookMasters' Composition Services Department or call 1-800-537-6727 and ask to speak to a sales representative for assistance. Visit http://www.bookmasters.com/composition/covercustom.htm for more information on the cover design services we offer!

Seven Steps to Better Editing and Writing
by Laurie Dart

Laurie Dart, author and owner of Writing Wisely, is the author of "The Everyday Guide to Writing Wisely." To learn how to improve your writing, visit www.writingwisely.com.

Proofreading and editing one’s own writing is very difficult. A quick reread seldom exposes the errors inherent in the work, but following the steps discussed in this article should help you develop an efficient and effective method of proofing and editing your writing. These steps will help you become a better editor and, in turn, a better writer.

Spacing after punctuation. Make sure to use only one space between sentences. The double-space was used on the typewriter to help the reader differentiate between sentences. It is not necessary to add an extra space when using a word processing program, and many offer the option of alerting you when you’ve added an extra space. The first thing I do when I edit a piece is a search and replace of all the double-spaces.

Web site versus website. The second thing I do is a search and replace of all the incorrect and often inconsistent uses of Web site. The World Wide Web, or the Web as it is more commonly referred to, is a proper noun, hence it should be capitalized. Site or host or any other word that we try to combine with Web is in fact its own word.
Internet versus internet. The third thing I do before I begin to edit a piece of writing is to perform a search and replace for the incorrect and again often inconsistent use of the word Internet. The same principle applies here. Internet is a proper noun and therefore is always capitalized.

Apostrophes. Next, I actually read the piece with an eye out for certain apostrophe errors—in particular, your and you’re, they’re and their, as well as possession issues. Some industries identify themselves by using an acronym. For instance, a CPA is a certified public accountant; a VA is a virtual assistant; and there are many more. Many writers mistakenly use an apostrophe when they actually intend to form a plural of the word. VAs is correct, as is CPAs when referring to virtual assistants or certified public accountants. An apostrophe would only be used for possession. "The VA’s services were superior" represents a correct use of the apostrophe.

The wrong word. Make sure you’re using the right word. When do you use then as opposed to than, or effect instead of affect? How about it’s and its? If you’re not sure, look it up. Don't guess.

Consistency. Some errors can be excused, as long as you’re consistent. I say that with some degree of sarcasm. Pay attention to Web sites, advertisements, and other marketing pieces currently used by businesses of all size and reputations and see if you can notice the inconsistencies that exist. Does it affect the way you see the company? How about if they were offering editing and proofreading services? If you’re going to capitalize Client, make sure you do it throughout all your materials.

Slow down. In order to spot errors in your writing, you need to slow down your reading speed. Your normal reading speed will not give your eyes the opportunity to pick up the error and will allow your mind to fill in the gap or correct it automatically. Read your piece aloud—slowly. This encourages you to look at every word. You can also use a ruler or another piece of paper to force your eyes to review each line. When reading, put yourself in your reader’s shoes and listen as your audience might.

BookMasters offers a wide variety of copyediting and proofreading services! Contact BookMasters' Composition Services Department or call 1-800-537-6727 and ask to speak to a sales representative for assistance. Visit http://www.bookmasters.com/composition/copyedit.htm for more information!

April 16–18, 2007
The London Book Fair, Earls Court, London, UK
http://www.londonbookfair.co.uk

June 9–10, 2007
Chicago Tribune Printers Row Book Fair, Chicago, IL
http://www.chicagotribune.com/extras/printersrow/

June 1–3, 2007
BookExpo America, New York, NY
http://www.bookexpoamerica.com

June 8–11, 2007
BookExpo Canada, Toronto, Ontario, Canada
http://reedexpo.ca/bookexpo/

July 5–8, 2007
Tokyo International Book Fair, Tokyo, Japan
http://web.reedexpo.co.jp/tibf/english/

This calendar was up-to-date and accurate as of February 27, 2007. Information was culled from a number of sources. BookMasters cannot be held liable for the accuracy of the information within. Please visit the listed Web sites for more information.

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Volume 5, Issue 3 March 2007 The BookMark is our free monthly newsletter featuring news and information of use to publishers, authors, retailers, and others involved in the publishing industry. On the first of every month, The BookMark will deliver useful tips, helpful news, and upcoming events directly to your electronic in-box. If you would like to receive a free copy of the The BookMark in your monthly e-mail, please visit http://www.bookmasters.com/subscribe.htm and complete the subscription form. IN THIS ISSUE: Industry News & Events Everyone Judges a Book by its Cover Seven Steps to Better Editing and Writing Upcoming Events Everyone Judges a Book by its Cover by Dan Poynter Dan Poynter, the Voice of Self-Publishing, has written more than 100 books since 1969 including "Writing Nonfiction" and "The Self-Publishing Manual." He is a past vice-president of the Publishers Marketing Association. For more help on book publishing and promoting, see http://ParaPub.com. Like it or not, no one reads the book before he or she makes a buying decision. Consumers do not read it in the store. All buying decisions are made on the illustration/design and the sales copy on the outside of the book. Yes, packaging is everything. Stores have tens-of-thousands of books being displayed spine-out. With all this congestion, it is hard to get attention. Initially, all a potential buyer sees is the book’s spine. If the browser takes it down, he or she will gaze at the cover for about four seconds and then flip the book over to read the back cover. On average, he or she will spend just seven seconds here, so the trick is to keep them reading longer. Your copy has to be punchy and benefit-laden; it has to speak to the potential buyer. Your book cover designer will lay out the cover's design, incorporate an illustration or photo if needed, put it all on disk, and send it to your printer. But you must draft the cover text. Here are explanations for each area of the cover you will need to provide copy for. A. Front cover. Select a title and possibly a subtitle. Keep the title short, and make the subtitle descriptive. Don't make the title so obtuse that the potential reader can't determine the focus or point of your book. B. Spine. The spine contains the title and the author's name. The publishing company and publishing logo could also appear here. Since the spine is often the first cover element a reader sees, it's important to pay particular attention to the look and feel of this oft-neglected area. C. Back cover. Category. Visit a bookstore and check the shelf where your book will be displayed. Note the BISAC categories on the books and the shelves. Listing the BISAC category on the back cover of your book will insure your book will be easy to find—because the bookshop personnel will place it on the right shelf. Now you need an arresting headline addressed to potential buyers. You want them to relate to the book and find themselves in it. Do not repeat the title here; do not bore the potential buyer. You have already “said it” on the front. Use an alternate approach. For example, The Self-Publishing Manual’s back-cover headline is Why Not Publish Yourself? Sales copy. Concisely (two to four sentences) state what the book is about. What will the reader gain by reading this book? Bulleted promises or benefits. Promise to make readers better at what they do. Pledge health, wealth, entertainment or a better life. Focus on who your audience is and what they want. Think about who are you talking to and what are they going to get from the book. Show the author is the ultimate authority on the subject in the author bio. Just two or three sentences will do. Price. Bookstores like a price on the book. The price is a turn-off to potential buyers, so place it at the end of the sales copy. Never locate the price at the top of the back cover. If this is a hardcover book, place the price at the top of the front flap. Many times, the price appears with the bar code. Bar code with International Standard Book Number (ISBN). The bar code on a book identifies the ISBN, which in turn identifies the publisher, title, author and edition (hardcover, etc.), as well as the price of the book. A lot of back cover copy is weak and uninspiring. The title is repeated, followed by several quotations, and a bar code, and that’s it! Haphazard copy is the sign of a lazy (and maybe inexperienced) copywriter. Packages sell products, and covers sell books. Give your books the opportunity in the marketplace they deserve. Package your text to quickly tell the idle browser what is inside! If you would like additional information on custom cover design, please contact BookMasters' Composition Services Department or call 1-800-537-6727 and ask to speak to a sales representative for assistance. Visit http://www.bookmasters.com/composition/covercustom.htm for more information on the cover design services we offer! Seven Steps to Better Editing and Writing by Laurie Dart Laurie Dart, author and owner of Writing Wisely, is the author of "The Everyday Guide to Writing Wisely." To learn how to improve your writing, visit www.writingwisely.com. Proofreading and editing one’s own writing is very difficult. A quick reread seldom exposes the errors inherent in the work, but following the steps discussed in this article should help you develop an efficient and effective method of proofing and editing your writing. These steps will help you become a better editor and, in turn, a better writer. Spacing after punctuation. Make sure to use only one space between sentences. The double-space was used on the typewriter to help the reader differentiate between sentences. It is not necessary to add an extra space when using a word processing program, and many offer the option of alerting you when you’ve added an extra space. The first thing I do when I edit a piece is a search and replace of all the double-spaces. Web site versus website. The second thing I do is a search and replace of all the incorrect and often inconsistent uses of Web site. The World Wide Web, or the Web as it is more commonly referred to, is a proper noun, hence it should be capitalized. Site or host or any other word that we try to combine with Web is in fact its own word. Internet versus internet. The third thing I do before I begin to edit a piece of writing is to perform a search and replace for the incorrect and again often inconsistent use of the word Internet. The same principle applies here. Internet is a proper noun and therefore is always capitalized. Apostrophes. Next, I actually read the piece with an eye out for certain apostrophe errors—in particular, your and you’re, they’re and their, as well as possession issues. Some industries identify themselves by using an acronym. For instance, a CPA is a certified public accountant; a VA is a virtual assistant; and there are many more. Many writers mistakenly use an apostrophe when they actually intend to form a plural of the word. VAs is correct, as is CPAs when referring to virtual assistants or certified public accountants. An apostrophe would only be used for possession. "The VA’s services were superior" represents a correct use of the apostrophe. The wrong word. Make sure you’re using the right word. When do you use then as opposed to than, or effect instead of affect? How about it’s and its? If you’re not sure, look it up. Don't guess. Consistency. Some errors can be excused, as long as you’re consistent. I say that with some degree of sarcasm. Pay attention to Web sites, advertisements, and other marketing pieces currently used by businesses of all size and reputations and see if you can notice the inconsistencies that exist. Does it affect the way you see the company? How about if they were offering editing and proofreading services? If you’re going to capitalize Client, make sure you do it throughout all your materials. Slow down. In order to spot errors in your writing, you need to slow down your reading speed. Your normal reading speed will not give your eyes the opportunity to pick up the error and will allow your mind to fill in the gap or correct it automatically. Read your piece aloud—slowly. This encourages you to look at every word. You can also use a ruler or another piece of paper to force your eyes to review each line. When reading, put yourself in your reader’s shoes and listen as your audience might. BookMasters offers a wide variety of copyediting and proofreading services! Contact BookMasters' Composition Services Department or call 1-800-537-6727 and ask to speak to a sales representative for assistance. Visit http://www.bookmasters.com/composition/copyedit.htm for more information! April 16–18, 2007 The London Book Fair, Earls Court, London, UK http://www.londonbookfair.co.uk June 9–10, 2007 Chicago Tribune Printers Row Book Fair, Chicago, IL http://www.chicagotribune.com/extras/printersrow/ June 1–3, 2007 BookExpo America, New York, NY http://www.bookexpoamerica.com June 8–11, 2007 BookExpo Canada, Toronto, Ontario, Canada http://reedexpo.ca/bookexpo/ July 5–8, 2007 Tokyo International Book Fair, Tokyo, Japan http://web.reedexpo.co.jp/tibf/english/ This calendar was up-to-date and accurate as of February 27, 2007. Information was culled from a number of sources. BookMasters cannot be held liable for the accuracy of the information within. Please visit the listed Web sites for more information. Recommend The BookMark to a friend. Click to Subscribe to The BookMark. If you feel you have received this newsletter in error, please click to Unsubscribe. Questions, comments, or content for The BookMark? Let us know. Suggest topics you'd like to see appear in The BookMark. Prefer a text only version? Subscribe. © 2001 — 2007 BookMasters^® © 2001 — 2007 The BookMark All Rights Reserved