2. Blurbs

The Pocket Oxford Dictionary describes a blurb as a ‘publisher’s (usually eulogistic) description of a book’. In copywriting terms, however, it can mean almost any sort of summary of a larger work that is used for promotional purposes. Its prime purpose is to sell the larger work to interested audiences, so the first job for the writer is to look for messages that will appeal to them.

The sorts of things you might consider include:

• an overview (‘The first truly comprehensive work of its kind’)
• excerpts from the work
• testimonials from satisfied customers
• statements regarding the usefulness or value of the work (‘Buy this and watch your profits go through the roof’)
• or a combination of the above.

When drafting your copy, pay close attention to the length of your text and use emotive words that have immediate appeal for the reader. Avoid jargon and technical terms; bear in mind that the reader will probably give your blurb a couple of seconds’ attention, at most, before deciding whether or not to move on. As in many forms of promotional writing, it is not unusual for blurbs to incorporate a measure of artistic licence. How far you go down this route is up to you; in my opinion it is better to concentrate on selling the good points of a poor piece of work than trying to make the entire work out to be something it is not.