Something I have learned to experience as a reviewer of books and movies is that the more you have to convince someone the less likely what you’re trying to get across is true.
I have learned, for example, that when a publicist sends me a synopsis of a book they’d like me to consider, and they tell me the plot is “wacky” or “outrageous” or “zany,” I know they are lying. I know from way too much experience that if you have to convince me something is funny, it isn’t. If you can show me that something is funny, really show me, then the humor will be obvious and I won’t need so much convincing to check it out.
In my day job I make a presentation once a week of the new book titles that are released. Obviously I cannot (nor do I have the desire to) read upwards of a dozen books a week just to keep up with the publishing industry’s pulp factory. Sometimes I might do a little research about an author or a title, but more often I read and summarize the jacket copy.
Turgid, dull, and unoriginal don’t even begin to crack the surface of what I find there.
The problem is that they tell more than they show, they do the one thing authors are so painstakingly told to avoid in their own writing. How am I supposed to trust that the author can deliver what the jacket copy promises, especially if the jacket copy isn’t up to the job? Am I supposed to believe that something is truly side-splittingly funny just because you say it is?
I can count on one hand the number of books that made me laugh out loud. They did not have to “sell” me on the humor, it was inherent in their title and plot. Captain Underpants, Doctor Proctor’s Fart Powder, Beat the Band to name three in the kidlit camp. Granted, mostly pre-pubescent boy humor, but none of these books had to sell me on the funny, they told me all I needed to know from the title and their premise. If you have to tell me these books are wacky, zany, or outrageous then I know they aren’t. Telling is like the canned laughter of sitcoms, there to convince you of an emotion you aren’t feeling.
But the world isn’t full of truly funny books. There are more than enough mildly amusing premises, boatloads of unoriginal slapstick, plenty of sarcastic stories out there, from picture books up through young adult, but these descriptions don’t make for good sales because, frankly, they’re too honest.
By telling a prospective reader what to think and feel about a book before they have read it is the laziest and most insulting form of salesmanship. It presumes a reader cannot come to these conclusions on their own in its weak attempt to shore up what is an inferior product. It is insulting to the intelligence of the readers, and readers aren’t stupid, especially the young ones. They know its adults out there lying to them and they’re extra wary of the anonymous book cover that is trying to win them over like a creeper offering candy in a van.
So all you publishing interns, book publicists, and junior editors out there writing jacket copy and press releases, take note: if you really want your books read and purchased and reviewed, show us its worth our time, don’t tell us why.
And authors, if your query letters read like bad jacket copy, and you’ve sold your book, please share the secret of your success.