This Crazy Writing Life: On Defining a Book By Its Cover

By Steven Womack

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We left off last month’s column with an exploration of the technical aspects (and challenges) of formatting the interior of print books. This month, let’s talk about the exterior of the book—the cover.

Before we get started, though, one quick sidebar. In late September, I drove back from St. Petersburg Beach, Florida (just about 48 hours ahead of Hurricane Helene) after attending the annual conference of Novelists, Inc. Novelists, Inc. may not be as well known as some of the other major writers professional associations like the Mystery Writers of America, Romance Writers of America, or SFWA—Science Fiction & Fantasy Writers of America—but since it was started in late 1980s by a group of disgruntled romance writers, it’s emerged as one of the most powerful trade associations out there. It’s the only writers’ organization I know of outside of the Writers Guild of America that requires you to actually be a professional writer to join. To gain admittance to NINC, you have to have published at least two novels in popular genres like romance or mystery, and you have to have earned a minimum amount of money from those two books (the exact requirements are outlined on the website at www.ninc.com).

Readers and fans, editors and agents are not eligible to join NINC. The founders of the organization decided that NINC would never offer prizes or awards (like the MWA and RWA) because this fostered a sense of competition that was contrary to the organization’s purpose of encouraging and lifting up all writers in the struggle to survive in this crazy business. And business is the focus of the conference as well as the organization; you’ll rarely see a NINC panel on how to write sparkling dialogue. But you will see panels on understanding the intricacies of subrights licenses and contracts or the technical aspects of independent audiobook production.

Sponsors pay big bucks to have a presence at the NINC conference (in the spirit of complete transparency, I’m a former president of the organization and a current Board member). The reason I bring this up is that as a result, some of the most cutting-edge aspects of indie publishing show up at this conference. Every time I go, I learn something new. Last year, the big topic of discussion was the use of A.I. generated voices in audiobook narration. This year, there seems to be a big movement toward indie authors selling books directly from their websites. The One Big Thing I learned is that taking a simple, static author website and turning it into a true e-commerce platform is something I’m just not quite ready for.

In future columns, I’ll share some of the things I’ve learned from these conferences. As independent publishing continues to grow from an isolated few stubborn writers trying to survive into a cultural and business movement that has totally remade publishing, dozens of other companies have sprouted up as well to serve this market.

As I’ve said more than once lately, it’s a whole new world out there.

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I was curious as to where the phrase/cliché Don’t judge a book by its cover came from, so I Googled it. Turns out George Eliot first coined that turn-of-phrase in her 1860 novel, The Mill on the Floss.

Gotta confess, I missed that one.

But I’ve heard the adage all my life, which is a metaphorical phrase telling us that outward appearances can be deceiving, that we should never judge anyone or anything by its external looks.

Sounds good on the surface; only problem is it’s hogwash. 

We judge everything by its external appearance. A car may be the most dependable, rugged, efficient vehicle ever made, but if it makes you look like a complete yutz driving it, you’re not going to buy one (are you listening, Walter White, cruising along in your Pontiac Aztec?)

You may meet someone at a party who would be the kindest, most loving, passionate and dependable life partner you could ever wish for, but if their hair is greasy and dirty, they smell bad, snot’s running out of their nose, and they have huge pit stains, you’re probably gonna take a pass.

It’s the same with book covers. The indie pubbing world is full of stories of books that didn’t sell for squat, so the authors yanked the books down, changed the cover, put the book back up without changing a word and now it sells like crazy. You may have written a classic, a prize-winner, a book that will last through the ages, but if your cover turns everyone off, then the book’s going to be a loser.

I’m speaking for myself now, but I’ll bet a lot of you are in the same boat. I’m not a graphic artist, and when it comes to good cover design, I wouldn’t know it if it ran up behind me and bit me on the butt. Truth is, I’m not even qualified to write about book covers from an artist’s point-of-view. I have absolutely no talent as a graphic designer. So, I’m writing this from the perspective of an indie-pubber who has to deal with the fact that he’s not even capable of telling good design from bad.

Maybe I’m being a little hard on myself here. Truth is, I’ve been around book covers my whole life, and while I have no talent as a designer, I am a sophisticated and experienced consumer of books. I know when a book cover design doesn’t work for me. And when I run across a brilliant book cover, it moves me on a visceral level.

I’m not overstating here: your book cover is the first and one of the most important marketing tools you have.

So how do you deploy this tool to make your book as marketable as possible?

First, it’s got to convey a certain amount of information. The title of the book—and subtitle, if it’s got one—and the author’s name should be prominent, along with any other information that will help sell the book (as in “New York Times Bestselling Author”). I have actually seen book covers where the author’s name was hard to read. When that happens, someone needs an intervention.

Second, the design/artwork should stand out visually. Whether on a jam-packed bookstore shelf or a crowded Amazon web page, there should be something that grabs your eye as you scan from Point A to Point B. I realize that’s a nebulous, unfocused notion. If I could actually define in solid terms what “stand out visually” means, then I’d be a famous well-paid cover artist and not the word-shoveling literary coal miner that I am. The best I can do is echo Supreme Court Justice Potter Stewart, who—in attempting to define obscenity in Jacobellis v. Ohio—famously wrote I know it when I see it.

Third, your cover design must reflect and communicate the book’s genre and tone. If you’ve written a light-hearted cozy mystery where the protagonist’s cute but feisty cat solves the murder based on a plot point that’s a recipe for cream cheese blintzes, then a dark, brooding, heavily shadowed cover with a pair of threatening, glowing eyes coming out of the mist is not going to help you. Conversely, you’re not going to sell a graphic, disturbing serial killer suspense novel with a bright, cheery cover of pinks and blues, cartoon characters and fonts with extra curlicues and other cutesy elements.

This requires you to learn and study the conventions of your genre, to research what works and what doesn’t work, and to learn the expectations of your audience.

Stuff you should already be doing anyway…

One of the best examples of dynamite book covers out there today are the books published by Hard Case Crime. Hard Case Crime publishes crime fiction that echoes back to the paperback pulp fiction era of the 1940s through the late 1060s, when writers like Mickey Spillane, Cornell Woolrich, and Robert Bloch were flourishing. They’re bringing back and revitalizing the old hard-boiled school with contemporary writers like Stephen King, Lawrence Block, and Max Allan Collins, as well as republishing long-dead writers like Donald Westlake and Woolrich. And their books all feature covers that are homages to those great mass-market paperback pulp fiction covers.

While I admittedly am not a designer myself, I do find that there are certain things I react positively to and others that turn me off. I subscribe to a lot of book promotions websites: BookBub, Free Booksy, Robinreads, etc. So I get way too many push emails every day, and most of them are for indie-pubbed books. I’ve noticed in the last couple of years that more and more book covers depend on stock photos for their visuals, especially in genres like romance. I get that original art costs a fortune, but there’s something about a generic stock photo on a book cover that screams self-published, and I find that a turn-off. You can start with stock photography if you want, but with programs like Canva and Book Brush out there, in my view one should at least put a little effort into manipulating and adapting the image to make it more unique.

The bottom line for most writers—myself included—is that the best way to land that beautiful book cover is to find a cover artist you trust and whose work you admire. Only problem is, they can be hard to find and kind of expensive. It’s a challenge to find that sweet spot between “I love your stuff” and “oh, I can afford that.” I worked with a designer for several years when I repubbed the out-of-print novels in my Music City Murders series. Dawn Charles did a fabulous job for me, was great to work with, with very reasonable fees. Unfortunately, she passed away a few years ago. But go to my Amazon page and you’ll see what I’m talking about; it’s an object lesson in how to create a brand.

And I mentioned earlier, companies are popping up everywhere to help indie pubbers get the help they need. One that’s been around over a decade is Reedsy, which is a company that’s an online employment agency for publishing freelancers of all types; editors, designers, formatters, etc. They’re great to work with and a good place to start.

We’ll continue this discussion next month. Thanks again for hanging with This Crazy Writing Life.

Finding Your Niche as a Writer

By Linda Hughes

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It seems easy enough. You know what types of mysteries sell and make a lot of money, so you figure that’s what you’ll write. But then things start going wrong: It’s a struggle to finish a book, your beta readers are less than enthusiastic, agents reject your queries, or nobody buys your book.

Does that mean you’re a terrible writer? Maybe not. Here are some things to consider before you hang it up and schlep back to that former job you walked out on.

1: Are you certain about the requirements for the genre and subgenre you’ve chosen? They are very specific in most cases. For example, you might think you’re writing a cozy mystery but you have a character who likes to cuss. That’s not a cozy, which doesn’t allow blatant sex, violence, or profanity. Therefore, if you’re marketing it as a cozy mystery, readers and agents are disappointed. They aren’t getting what they want. That doesn’t mean you’re a lousy writer; it means you need to find the genre and subgenre that fit your writing and market to readers who want that type of story.

2: There are several subgenres for mysteries, which is the genre I’ll use as the example here. What they’re called depends on where you look, but let’s assume you want your book to be listed on Amazon. If you’re not sure about genres and subgenres, this helps:

• Go to Amazon, click on “Books,” don’t type anything in the search box but click on the magnifying glass. Scroll down to “Departments” and click “Mystery, Thriller & Suspense.” There you will find Amazon’s version of subgenres, which they call subcategories.

• Click again on the left hand column, on Mystery, for another drop down list, showing more Catagories.

• The most popular subcategories for Mysteries are Cozy, Hardboiled (no holds barred), Police Procedural (usually from a police detective’s point of view, the “POV”), Private Investigator (who can be a retired police detective), and Women Sleuths.

• Click on each subcategory. Books that are bestsellers in each one will pop up. Click on several books and examine them closely. Read the descriptions, look at the covers, and read the reviews. Which books in which subcategories are most like yours? That’s where your book belongs. You can also research the requirements for each genre and subgenre using Google or any search engine, but examining the actual books is a great starting point. Reading some of those books is even better.

• Here’s where it gets a bit confusing: When you set up your book in Amazon, you are allowed to list it under two categories or subcategories. But if you have an Amazon Author’s Account (highly recommended), you can email customer service and ask for eight more. The more slots it fits into, the more exposure your book gets. However, don’t use them all if they aren’t a genuine fit. Readers search for books by category, and will be mightily disappointed if they pay for a book that doesn’t meet their expectations. They’ll let you know about their dissatisfaction in reviews.

3: Most important is that you find the right subgenre fit and therefore market your book to the right readers.

4: However, after all that research, what if you still aren’t sure of the subgenre you prefer for writing mysteries? You could experiment with short stories or blog posts. Try different POVs. Practice. (I know, you just want to publish and make money. For most of us, it doesn’t work that way. We need to work on honing our craft.) As you write, be aware of which type of story you most enjoy working on. What you enjoy is going to produce your best book.

5: Don’t be afraid to be a genre-switcher or to write different books in different genres and subgenres. Again, if each book sticks to its category’s requirements and is marketed to the right audience, it has a better chance of success. That certainly has worked for Nora Roberts, known for her romance novels, who also writes mysteries under the pen name J. D. Robb. A pen name is optional, as today’s contemporary readers are quite accepting of genre-switching, as long as they know what they’re getting.

6: Lastly, consider the possibility that you need to learn more about how to write a good story that is marketable. There are countless resources available to help you learn about good writing and about managing the business of writing. The annual Killer Nashville International Writers’ Conference is an excellent place to start. Whether you’re an aspiring or established writer, this gathering offers not only education and inspiration, but camaraderie, as well. It’s my favorite writers’ conference every year. Here’s the link: https://killernashville.com/killer-nashville-writers-conference/

Finding your niche as a writer means you’re willing to explore and ready to enjoy the craft of writing. As writers, we work hard – that’s true – but we also revel in the experience. So explore, learn, do the work, and write that great story that brings you joy. (And may it bring you a bundle of cash, too!)

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Linda Hughes is a #1 bestselling co-author and award-winning author of twenty books and three screenplays. She loves to genre-switch amongst mysteries, historical romantic suspense, and family saga. Her latest is a romantic novella, Lilac Island. Find her on Amazon at: https://www.amazon.com/Linda-Hughes/e/B000APKVGI