From TPV regular J.M. Ney-Grimm:
I recently read How to Write Fiction Sales Copy by Dean Wesley Smith, and it is excellent. Excellent! I can’t say enough good things about it.
In the course of writing “blurbs” or cover copy for my own stories, I’ve perused a lot of how-to advice for same. Some advice proved helpful. (And I needed a lot of help! Marketing does not come naturally to me.) Some of it sounded reasonable, but when I followed the instructions, I generated some of the worst copy of my life. And most of the advice available was geared toward non-fiction.
But Dean has succeeded in bottling lightning – or come very close to it, indeed.
In How to Write Fiction Sales Copy, he lays out two general guiding principles and then proceeds to describe seven patterns or “formulas” – the structural bones – for writing sales copy. He includes numerous examples (for real stories destined for the marketplace) illustrating each approach.
I learn best by example, so this was pure gold for me.
But the bottled lightning? After reading the 32 example blurbs, I wanted to go buy and read every single story they presented. Every single one! Now that’s successful sales copy!
. . . .
1 • Stay out of the story’s plot.
Readers read a book to experience the plot in all its magnificence, told with all the skill that the storyteller can manifest. Regurgitating the plot in the sales copy will do nothing but wipe the wonder from it. It certainly won’t sell the story. There are better ways.
How do you know you are down in the plot? Your copy will have a lot of what boils down to “and then this happened.”
If you see a lot of “and then this happened,” you’ve done it wrong. Delete and start over.
. . . .
2 • Use active verbs; avoid the passive tense like the plague.
That means avoiding verb constructions that require “is,” was,” “had,” “have,” and the like.
I’m lucky enough to possess a knack for avoiding passive verbs when I write sales copy. Occasionally an “is” sneaks by me, but that’s rare. However, most fiction writers, when they start writing sales copy, fall into either the trap of focusing on the plot of their stories, or the trap of using passive verbs, or both.
Link to the rest at J.M. Ney-Grimm