WRITING: ‘What the hell is a blurb?’ or pitching your book

From a discussion on writing blurbs (also known as the pitch), I’d like to share some of my ideas on a ‘formula’ for writing a pitch.

The difficulty with writing a pitch is that most novelist have trouble figuring out how to ‘sell’ their book. I’m taking the blurb of my novel Reprobate as an example on how write a pitch:

First things first, the blurb is not a synopsis of the book, but the blurb has to provide incentive for the reader to read the book.

What is also useful if you write the blurb like a pitch, with three different stages:

Stage one, the elevator pitch: Describe your book in one sentence, preferably less than could be spoken in one short breath. For example: Hungry white shark terrorizes beach community. Lone undercover cop battles terrorists in highrise office building.

Stage two, the story pitch: Try to tell, as succinctly as possible, what happens in the first part of the book that sets up what will happen next.

Stage three, the promise: This book is X genre and part of a series. The author is a gynecologist and therefore qualified to write about this subject. This book is highly recommended for easily excitable readers with short attention spans.

If your three stages work well, the first stage poses a question that is answered in the second stage with another question that is explained in the third stage.

My ABNA pitch (in 2010) for Reprobate was:

REPROBATE is the first novel in a series featuring female commercial assassin Katla Sieltjes, a specialist in making homicide appear as ‘deaths without suspicious circumstances’. The setting of the story is the Netherlands, in particular Amsterdam.

Blessed with an almost non-existent conscience Katla Sieltjes views assassination as an intricate and rewarding occupation. Hidden behind her alias Loki, Katla receives anonymous assignments, negotiates the terms with principals through electronic means, all to protect her identity.

Resigned to remain single for the duration of her career Katla meets the enigmatic blind musician Bram Merleyn when he enters the gallery where Katla has just killed the owner. Deciding that the blind man won’t make a reliable witness, Katla spares his life. After stalking the blind man to gain information whether he is truly harmless, an opportunity presents itself for a new introduction and Katla becomes intimate with Bram who is unaware of her real occupation. While the relationship between Bram and Katla blossoms and starts to affect both their lives, the suspense mounts to exciting heights as Katla accepts a difficult high-risk assignment from an unreliable principal – not only her possible exposition and fragile relationship with Bram are at stake, but her very life is in peril as Katla scrambles to get back to zero.

Through the developing romance between Katla and Bram, and their interaction with a supporting cast of unusual characters, the reader gains insight in the business of a commercial assassin as well as detailed knowledge about the life of session musicians; local information about the famous Dutch capital; the narcotics trade; motorcycle gangs; mehndi bridal tattoos; martial arts; and the brutal effectiveness of disciplined violence.

The strength of REPROBATE lies in authentic details and psychological depth of the characters, mixed with fast-paced action and a realistic plot.

My final description for Reprobate follows my formula, but uses text from the pitch:

Assassin Katla breaks her own rules when confronted with an unusual witness…

Blessed with an almost non-existent conscience, Katla Sieltjes, expert in disguising homicide, views assassination as an intricate and rewarding occupation. Hidden behind her male alter ego Loki, Katla receives anonymous assignments, negotiates the terms with clients through electronic means, all to protect her identity. Her solitary existence satisfies her until she meets a blind musician whose failure to notice a ‘closed’ sign causes him to wander in on Katla’s crime scene. And Katla breaks one of her most important rules—never leave a living witness.

Reprobate is the first novel in the Amsterdam Assassin Series. With authentic details and fast-paced action, featuring an uncompromising heroine and a supporting cast of unusual characters, Reprobate gives a rare glimpse in the local Dutch culture, information on the famous Dutch capital, the narcotics trade, computer hacking, motorcycle gangs, mehndi bridal tattoos, martial arts, the psychology of social engineering, and the brutal effectiveness of disciplined violence.

This e-book features a glossary.

You can see the repeated elements. And it’s a lot shorter, because pitches to agents are 150 words max, while ABNA pitches are (were?) 300 words max.

Analyzing your pitch/blurb:

Take the first part of the blurb from Reprobate:

Blessed with an almost non-existent conscience, Katla Sieltjes, expert in disguising homicide, views assassination as an intricate and rewarding occupation. Hidden behind her male alter ego Loki, Katla receives anonymous assignments, negotiates the terms with clients through electronic means, all to protect her identity. Her solitary existence satisfies her until she meets a blind musician whose failure to notice a ‘closed’ sign causes him to wander in on Katla’s crime scene. And Katla breaks one of her most important rules—never leave a living witness.

If you analyze this blurb, you see:
Who is the protagonist? Freelance assassin Katla Sieltjes, who considers herself ‘blessed’ by being unburdened by a conscience. So she kills without remorse, which is not a common trait in a protagonist.
What does the protagonist do (what is the status quo? She lives a solitary life, apparently enjoys killing for profit, and takes great pains to remain anonymous
What is the conflict that changes the status quo? A blind man walks into her crime scene, and Katla breaks her own rules and spares his life. And Katla becomes dissatisfied with her solitary existence.

That ‘conflict’ happens in the first of fifty chapters. So, you don’t need to ‘tell the whole story’. Just give a reader enough that they may think, ‘hey, this might be interesting’.

The second part of the blurb is:

Reprobate is the first novel in the Amsterdam Assassin Series. With authentic details and fast-paced action, featuring an uncompromising heroine and a supporting cast of unusual characters, Reprobate gives a rare glimpse in the local Dutch culture, information on the famous Dutch capital, the narcotics trade, motorcycle gangs, mehndi bridal tattoos, martial arts, computer hacking, the art of social engineering, and the brutal effectiveness of disciplined violence.

The second part is the ‘promise’. What can the reader expect? The first book in a series (so if they like it, there is more), the heroine is unusual (a remorseless killer is often the antagonist, but rarely the protagonist), and she’s not the only unusual character.
Amsterdam is famous all over the world, but the blurb offers a rare glimpse in the local culture and information on a host of other topics, which may or may not be unknown/interesting to the reader. And it contains brutal violence (so the reader won’t think it’s chick-lit and complain about the violent bits).

What the blurb doesn’t do is tell what happens after Katla breaks her rule. Breaking rules is always a risk, and the reader can figure out that there’ll be consequences. Only, to know the consequences, they’ll have to read the book.

If you apply the analysis to your own blurb, see if you can figure out what you’re telling and what not.

Other articles on writing blurbs:

Four Easy Steps to an Irresistible Book Blurb.

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Loki Enterprises business card…

Loki Enterprises business card lp.aspx

Katla’s ‘Loki Enterprises’ business card, designed by Martyn V. Halm

I read somewhere that writers were having bookmarks printed with their covers and description. Another writer had business cards with his name and ‘author’ on it. Since I often use business cards as bookmarks, I decided to mix those two ideas and create a business card for my protagonist, freelance assassin Katla Sieltjes.

Now, something like ‘Katla Sieltjes, freelance assassin’ would be too obvious and too close to ‘Martyn V. Halm, author’. Katla hides behind Loki Enterprises. Loki also stands for ‘low key’ or unobtrusive, so I wanted the cards to be sober and professional, but still packing a punch. Katla refers to her work as ‘corporate troubleshooting’, since she often works for corporations by making obstacles disappear. She’s also an expert in disguising homicide, but that’s also not something you want to put on your business card. One of the ways Katla masks homicides is by giving her targets ‘accidents’, which tend to be fortunate for Katla’s clients.

That’s how I came up with the description. ‘experts in fortunate accidents’ and ‘corporate troubleshooting’. I added the links to my blog and my website and my author email address and presto.

I ordered the cards through Vistaprint and got myself a nice card holder engraved with Loki Enterprises. Now, I have a card to give to people who wonder what I’m writing, and I also leave them as bookmarks in library books.

If you’d like a signed card, send me an email with your name and address and I’ll send you a personalized Loki Enterprises business card. Postage is currently USD 3.00 for international letter post, payable through PayPal.