One of the first big challenges of marketing a book is getting endorsements or “blurbs” from influential people. It’s stressful because you are not only asking favors of people you admire, but you’re sharing the book for the first time. It’s easy to feel nervous about their perceptions.
I made a list of about 15 people and contacted them via email. To my surprise, nearly everyone responded. Some didn’t have time, but the majority agreed to read an early version of the book and provide an endorsement that’s used in at the beginning of the book and in marketing on bookseller websites, my website, and more.
I took on this project in February of 2020, expecting the book to come out in May. With the blurbs approved, I asked for each endorser’s mailing address and planned to send them a thank you card. Then, the pandemic hit, and the book’s release got pushed to September. I wanted to send them something as a thank you, but a card didn’t seem as safe as it once was.
So I made an animated gif for each person, using Common Craft artwork, and included it an email. Along with the gif, I included a photo of their blurb in the book. Here’s how it went:
I hope you are well. Normally, I’d send a card to say thanks for endorsing Big Enough, but I think we’re all better off using bits instead of atoms these days. So, I made this as a thank you:
Closing the loop on the endorsements is one more thing off a very long list. So, hooray for that and the people who took time to work with me on the blurbs.
While it’s probably true that you shouldn’t judge a book by its cover, most people do. Covers can have a big impact on sales and getting the cover right is a big priority. Here’s the final front cover for my book Big Enough:
I had the help of Page Two Books and designer Peter Cocking. We worked together over a few weeks to give it the feel we thought was appropriate. While it’s a business book, I really see Big Enough as a book about a business. It reads more like a memoir or autobiography and we wanted the cover to feel personal and engaging. I wanted it to send the message “this is a business book that doesn’t seem like homework”.
The dog helps. It’s hard to look too serious with a cute dog on the cover. I thought the French bulldog was an iconic symbol for Big Enough: small in size, big in attitude. We call the dog “Big-E” and he has become part of the book’s marketing. Here’s a sticker I had designed for pre-orders that uses Big-E as inspiration:
I’m so thankful to those who provided endorsements, which are quotes about the book by influential people. There is one on the front from Auston Kleon, three on the back cover, and eleven endorsements in the first few pages of the book. It meant so much to me that they would take the time to read an early version of the book and provide a quote.
The Back Cover
The back cover is meant to help people get a quick feel for the content of the book. Along with endorsements from Seth Godin, Tara Hunt, and Jason Kottke, the back has a finely-crafted description of the book. Jessica Werb was a big help in getting it right.
I write books and run a company called Common Craft. I recently moved from Seattle to a rural island. Here, I write about online business, book publishing, modern home construction, and occasionally, dumb jokes.