Considering that books are made of words, authors, publishers, and publicists often fail to come up with the right words to describe a book. They may be good at stringing 80,000 words together to form a book but they struggle to write good book jacket copy or catalog copy or Web site text or even a tweet. Why? Some just don’t think like a sales person. They can write with substance about something substantial but they get challenged by coming up with a catchy slogan, subject line, or headline. They are used to swaying moods and opinions with the culmination of their words but are not fully comfortable relying on just a handful of words to highlight why you should buy a specific book. It’s the same challenge one has in writing their college entrance essay, their Facebook profile, their resume, or an obituary. How do you summarize a lifetime of work, experience, and thought into a crowded little space? Yet th...
