When you’re learning how to market your self-published book, you’ll see advice about what kind of marketing materials you’ll need.
Authors often turn to AI to help distill the heart of their book into a few persuasive lines. AI is amazingly good at this, since it has millions of existing book blurbs to work from. The problem with AI, is that it has millions of existing book blurbs to work from.
The blurb it writes will make a great book. But is it YOUR book? You could always rewrite your book to suit the blurb?
When you know what to ask for in the AI prompt, you will get more relevant and useful ideas to work with.
If you don’t get what you need from AI, then what? My Amazon listing optimization package includes an Ideal Reader strategy, a high-impact book blurb (your cover), your Amazon book listing (consumer sales), your book pitch (bulk sales), an engaging author bio (credibility) PLUS long-tail keywords to reach the right readers without paid ads.
What is a book blurb?
A blurb is what most marketers talk about. It sells the book to the ideal reader. It has an intriguing a hook to grab attention, A short summary of the premise or conflict and a sense of the tone or genre. It often ends with a question or teaser.
A book blurb goes on the back cover, and usually features together with reviews, a bio and industry endorsements. A blurb never has spoilers, may introduce the protagonist and their quest, and is emotional and compelling.
A browser in a book store is drawn to your cover, picks up the book and reads the blurb. If your book is in a marketplace where it’s going to be “pickup-able” a blurb is what you need.
The potential buyer will judge the general quality by flipping through the book, and feeling paper quality and reading the foreword or a random chapter.
What is a book synopsis
A book synopsis explains the entire story to a publisher, agent, or editor. It’s what most book marketers talk about. Frankly, it’s boring for you and it’s boring for the publisher
If you are asked for a synopsis, I highly recommend sending a “Book Pitch” instead!
A synopsis is a clear, factual summary of the entire story—told in chronological order—that includes the full plot (including the ending), key characters and arcs, and major twists.
It’s typically 1–2 pages long, avoids cliffhangers or sales language, and is written for agents, editors, or publishers.
It is NOT a sales pitch. Publishers (and agents) are evaluating the story’s structure, substance, and marketability—and also your writing style. So the tone of your synopsis, should be similar to your book.
They will look for…
- A clear beginning, middle, and end
- Strong character development and growth
- Logical, consistent plot without holes
- Key turning points and stakes that build tension
- Originality or a fresh take on familiar ideas
- Emotional impact or reader engagement
- Appropriate pacing and story flow
- Genre fit and consistent tone
What is judged negatively
- A disjointed story arc
- Characters no-one would care about
- Predictable and done before
- Subplots that distract from the main story
- The story trials along – nothing feels urgent or important
- Writing that sounds like AI
- Content that’s too “salesy” in a non-fiction book
What is a book listing?
A book listing is more than just a blurb. It’s a micro-sales page, and the challenge is that you’re writing it for THREE audiences at once:
- Buyers browsing Amazon, Libby, Spotify, or retail websites
- Referrers like libraries, book clubs and educational institutions, as well as book review websites like goodreads (via IngramSpark).
- Algorithms that decide whether your book shows up in search results
Lead with benefits. What does the reader get? Escape, healing, laughs, insight, transformation? Your listing needs to include the exact phrases your audience uses. Think like a reader, not a writer. Don’t describe your book poetically—say what it is in plain terms:
“A coming-of-age ghost story for middle-grade readers”
“A self-guided grief journal with prompts and reflection pages”
“A cozy mystery with a disgruntled detective and small-town charm”
Don’t forget some visitors are there to buy book gifts, not something for themselves so help them choose YOUR book!
To write a high-converting book listing:
- Include keywords in your first 3 lines, because that’s all many shoppers see before they click Read More.
- Name the genre clearly: say “Young Adult fantasy,” “slow-burn romance,” “memoir with recipes”.
- Use emotional and sensory language to pull them in like “haunting”, “uplifting,” “laugh-out-loud,” “visually rich,” “perfect for bedtime”.
- Include social proof: “Loved by fans of X,” “Winner of Y,” or even “5-star ratings from readers who…”
- Include something for referrers and gift buyers. What age it’s for,
Don’t forget practical info. If it’s a workbook, say how many pages. If it’s illustrated, mention the art. If it’s beautifully made, say so.
What is a book pitch?
I call it a “book pitch”. Because it’s Dragon’s Den meets Project Runway but for books*.
You’re not just sharing your story — you’re proving to publishing professionals that your book is a smart, market-ready product worth investing in. Creativity + commercial potential.
“This book fits a proven market. Here’s the angle that makes it fresh. Here’s why it will sell.”
Having your book pitch ready early — while you’re still writing your manuscript — will mean that you write a better book! I love working on Book Pitches, and I have a separate article that focuses on book pitches!
* This structure – “It’s like X, but also Y, with special ingredient Z” is one way to structure your book pitch to podcasters and people who are more familiar with TV than books!
What do YOU need?
I don’t sell “all-in-one packages”, because most books don’t need everything. Many authors just need guidance – they are writers! Once we’ve defined what you need, I’ll provide a fixed price and content schedule.
Book coaches & publishing professionals: I’d love to work as part of your self-publishing team on book marketing: author websites, book pitches, and book listing optimization for Amazon and IngramSpark.
