How To Write Great Promotional Copy by Xlibris More often than not, the well-crafted copy gracing book jackets and back covers wasn't written by the author, but by a copywriter. Copywriting, like all writing, is a craft. The ability to condense a 100,000-word manuscript into 300 words is no easy task, and writing copy for your own book presents unique challenges. The descriptive copy included on hardback books is known as jacket, or flap, copy.
Paperback copy is referred to as back cover copy.
It is designed to offer a brief description of the book, grab readers' attention, highlight any reviews a book may have received, and identify the author. To compete with the big publishing houses and their stables of talented copywriters, here are some tips to help you write effective promotional copy for your book. Think quality, not quantity. Good jacket and back cover copy doesn't have to explain every character, every plot twist, and every feature of your book. Strive for copy that is descriptive, but not all-inclusive, engaging, but not exaggerated.