Writing Blurbs That Sell

Copyright 2020 by Gary L. Pullman

According to Tomasz Opasinski, a fifteen-year veteran of movie poster design, a movie poster focuses “on the movie's main plot twist.”

In developing summaries designed to sell their books, writers can do the same thing. Indeed, they should follow Hollywood's example and point their readers toward their own story's “main plot twist” because Hollywood spends considerable money in testing the effectiveness of this approach.

As Opasinski points out, “Poster design is increasingly driven by empirical research, not artistic intuition.” This research involves tagging “the tone and content of posters with keywords” and then tracking which keywords “performed well in the past on similar movies.”

Most writers don't have the financial resources to hire social scientists to conduct original research, so how can writers learn what keywords work for their genre? The solution is simple and effective, but entails a bit of “research” on the writer's part.

Using a web image browser (I like Bing myself), type something like “horror movie posters” (you might also include a time frame, such as “2020” or “2010 through 2020,”) You can also enhance your search term by specifying a subgenre or a particular theme: “horror movie posters 2020 forest setting.” Results are apt to be a bit general, despite the use of such qualifying terms, but it's a start.

Now, a pad and pen beside you (or an open word processing program before you), keep track of words in the movie posters' taglines that are used more than once (and preferably several times). Your resulting list should give you the keywords that researchers have blessed as effective. Use as many of these keywords as possible (and as relevant) in your own story's blurb. (You might practice on familiar movies, writing new [and improved] blurbs for classics such as Frankenstein or The Mummy.)

A poster, Opasinski says must sell a movie within “one or two seconds.” For that reason, in addition to pointing potential audience members toward the film's “major twist,” leaving “them wanting more” and using research-validated keywords, Opasinski says, poster designers also focus on a single “icon” and the use of conflict, both visual and emotional.

Although Opasinski doesn't define “icon,” presumably he uses it in its traditional, denotative sense, as “a sign whose form directly reflects the thing it signifies.” For him, it appears, the leaning bridge over which Tom Cruise, as Jack Harper, walks in the poster Opasinski designed is the “icon” he selected to sell the film. Its meaning is intended to symbolize the protagonist's survival of the catastrophe represented by the “ruined bridge.” It is this moment, presumably, that Opasinski sees as the movie's “first major twist.” He relies on it to sell potential audience members on seeing the film; his poster has led them here, leaving “them wanting more.”

Opasinski says studios provide the keywords that appear on the poster, so we may assume that the copywriter employed them in the poster's tagline, “Earth is a memory worth fighting for.” Earth is home to everyone; the word “memory” suggests that it is of the past. If it has not ended altogether (which, the poster suggests, it has not), it is in some way significantly altered. Perhaps it is to the memory of the Earth as it was, before the catastrophic event, that the tagline alludes, although it's unclear how such a state of existence, now lost, can be “fought for,” unless such fighting involves revenge.

From Opasiniski's observations about his art, we learn several principles to keep in mind as we develop the blurb to sell our own stories:

1. Select a “single icon” that represents the story's “main plot twist” and the protagonist's emotional conflict.
2. Keep the blurb as short as possible, and do the targeted readers' thinking for them. (The summary should suggest the theme of the story.)
3. Use research-based keywords to describe the book's plot.