Judging a Book by Its Cover?
It seems that every time I meet with other authors, editors or literary agents we end up discussing book covers. Authors, who have the most intimate connection with their books, usually have an idea of what they want the cover to convey to that finicky, browsing book shopper, while their editors have returned from the marketing division with something completely different. The agents, trapped in the middle by an obligation to the authors to both advise and represent, then have to chime in with an opinion that may not matter much since the publisher has the final say. The authors argue that no one in the marketing department has actually read their book, and the editors complain that the authors have no training in marketing. All very true, and at the end of the day, it seems there is very little agreement over what visual image will sell the most books. Who knew such controversy was going on behind the scenes?
My first novel, Four Wives, is a perfect case study on book covers. When I set out to write this book, I wanted to delve into real life issues that I saw around me and that I knew would resonate deeply with my target audience – women. At the same time, I am completely addicted to fast paced suspense novels, so I wrote the stories of my four characters with short, plot-driven chapters and a healthy dose of suspense. The result is a hybrid of sorts – a cross between traditional, issue-driven fiction, “chic-lit” and suspense – which is exactly what I had in mind, but which also created a marketing dilemma. Each of these genres has its own “feel” when it comes to cover design, and each is trying to call out to its loyal readership. How do you market a hybrid?
So there I was, a new author awaiting the arrival of my first book cover. The novel I had written was a realistic look at the lives of women in a wealthy suburb who had given up their careers to raise children, and now faced a whole host of issues knocking at their door – marital malaise, infidelity, ghosts from the past that had finally caught up to the present, abuse and self-doubt. There is some sex and scandal, but Four Wives is definitely NOT an east coast version of Desperate Housewives. OK, so that’s the book. Now here is the first design which appeared on the hard cover addition:
Red bra, swimming pool…. It’s eye catching for sure, but I wasn’t at all certain what it had to do with the book itself. Still, I know zip about marketing. I was fortunate to receive a good number of positive reviews, and to be invited to guest speak at numerous book group meetings. I was on countless radio shows, a couple of TV spots and had feature articles in the NYT and WSJ. Across the board, the resounding response to the book cover was I don’t get it. Turns out the women who enjoyed the book the most almost passed it by, and the women who bought it because of the cover were surprised by what they found inside.
We all agreed to change the cover for the paperback, which came out this spring. Here is that cover:
Pink, lipsticks, eye catching. I still wasn’t sure that it captured the essence of the book, but again – marketing is not my job. Four Wives was also published in The Netherlands and UK, with different covers in both countries. The UK cover is all legs and high heels. The Dutch cover is a mother surrounded by toys in her closet. Totally different approaches to the same book. This is very common, and I think it underscores the uncertainty that underlies the book cover debate. I studied media stereotyping in college and wrote a term paper on the objectification of women in advertising, and for better or worse, my research is still floating around in my brain twenty years later. My younger sister says I’m completely “aggro” about this topic. My older sister agrees. But needless to say, I preferred the Dutch cover!
As my next novel, Social Lives, is being packaged for its September 1st release, I am curious what my readers think of the cover/content debate. Did we get it right with this second cover for Four Wives? Does it matter? What makes you stop and look at a book? Does a spot on the front table at the bookstore close the deal, or do you wait for a review in the Times? And will e-books, which are essentially cover-less, make all of this irrelevant?
It’s a prickly issue for sure, and one that will likely endure given the economy and the changing face of the publishing industry. And I know that I will continue to struggle with my vision for my work, and my aversion to selling books with anything too sexy – clearly I have no future in the marketing industry 
But for me, the ambition will be the same – and that is to write books that people buy, read and can’t put down, regardless of what they see before turning the first page.
Wendy
Wendy-
I do agree there is a disconnect between the marketing cover art of books and the author content. I have noticed it countless times through my reading experience.
Since I usually choose a book based on recommendation, summary or reviews, it doesn’t necessarily affect my selection choice. However, most people I know are book store browsers, and for the general population, I think it is a critical sales piece. That being said, I am not sure how a marketing group can produce an enticing package representation of a product without more indepth knowledge of it.
As far as the cover art for Four Wives goes, I have to say that I would agree with your assesment that the Dutch Cover would have been a better marketing choice, and that simply on “face value” I would have been less likely to pick up either of the US releases to read the teaser on the book.
Thanks for that! It’s so helpful to hear other people’s views.
I am a huge book cover fan more for how they look rather than if they match the content inside the novel. I also find I prefer UK covers to American covers most of the time, too.
As I haven’t been able to see the Dutch version, I think the cover that would make me pick up Four Wives would probably be the pink lipstick one, as it tells me loud and clear that it’s the genre I like. However of all the covers for Four Wives I prefer (having not seen the Dutch one) the UK one!
I love the cover of your new novel Social Lives, it’s simple and really eye-catching!
I kind of agree with you about the covers. I wasn’t sure how the hardcover of Four Wive’s had anything to do with the story or how a bikini top in the water would be enticing to women. I think it just gets back to the old adage that sex, does indeed, sell. And I guess it sells across both genders since your target market was women. As a pretty avid book consumer I can tell you I’m more sold by the title of a novel than by the actual cover itself. That’s what makes me pick up a novel, turn it around, and find out what it’s about. The cover can be eye catching but I think it’s the title and the authors name that draws people in. At least for me that’s it. Obviously, you’re going to have a different opinion because you’re so close to it. It’s like having someone else dress your kids in the morning in strange clothing. It’s probably not what you would choose but they look fine anyway. You just keep writing good stories and they can put monkeys on the cover and it will sell.
Can’t wait to read the new book. And I do like that cover!
DW
Wendy, I found the book very interesting and What wifes experince in life with hubands and familys. Lookinfg forward to reading your next novel. Gloria H
I agree will your polled population – I did not “get” the pool/bra cover at all, especially after reading Four Wives. Without knowing anything about the book, that cover is not something that would have grabbed my interest. The Dutch cover would have I think. So, go with your gut!
While letting someone else dress your kids has got to be insufferable, I think I agree with your sister.
Perhaps an artist’s sketch of the four wives as you see them might appease. The wives certainly are “attractive”.
I like the mystery of lipsticks but seriously, my copy has the best cover ~ The one with a short red skirt above perfectly tan legs reclined in the sun ending in candy-striped heals. Bright sun, picket fence and a tall privacy hedgerow! Everytime I pick up the book I check the back to see the rest… but it’s just a cover. Guess I’ll have to read about her inside.
With countless books on the shelves, I think a catchy cover will help persuade the undecided. Part of the battle is getting someone to pickup a book and then once in hand the reviews can induce the reader. I prefer the new cover.
I pay very little attention to cover art. I’m sure that makes me some kind of freak. But it is just the truth. I will flip a book right over–to learn what it is about and what other people have to say–before making any decisions. If it sounds interesting and sophisticated and complex, I’m in.
I really liked Four Wives, the book. And for that reason, I like all the covers (I see symbolism in each of them, given that the book is so multi-layered). If I had to choose one, I would go with the lipsticks.
Can’t wait to read the next one!
Wow – so far a lot of different views! Can’t wait to se what else comes in!
Wendy – I pay attention to color more than the actual picture. That being said, I still think the picture usually pertains somehow to the book – and I agree the pool/red bra and then lipsticks do not make any sense….Maybe if all the lipsticks had been different shades – your four wives are all so different….(maybe the lipsticks are and I just can’t tell from the picture) – The person above who wrote about the white picket fence makes more sense – it’s suburban women who are trying hard to still keep their identities…..
Most importantly, color usually catches my eye – and then I immediately turn the book over to read a summary hopefully on the back!
I think if I were browsing the bookstore, and unfamiliar with the author, I’d be more likely to pick up the pink cover. Honestly, after seeing the pool/swimsuit top cover, I expected the book to be all about sex, and it was far more clever than that.
Can you post pictures of the Dutch and UK covers for comparison?
The Four Wives cover had nothing to do with the book and was even misleading. Lipsticks are more benign but also not great (though I do like the color schemes on both in terms of eye catchy-ness). I feel like you, author Wendy, shouldn’t have to know much about marketing to be able to GUIDE, not decide, the cover of your great books and yet it seems that you don’t have much choice in that. Seems strange and sad to me.
Faced with the over whelming number of books in most bookstores, I have to say that a good cover can be critical to sales. Face-outs & displays are where the vast majority of sales occur & so the cover can make or break a title. That having been said though, I feel disappointed when the book doesn’t match up to the cover, it’s kind of a false advertising situation. I once heard the cover artists (& those that write blurbs) receive only a brief synopsis of a title & create the cover art (or blurb) based on that synopsis, rather than actually reading the book. This may explain the disconnect. Thanks for your post. It’s interesting to see an authors perspective. I’m not sure either cover really illustrates what you set out to do with the book.
Wendy, I really like the lipstick cover better than the pool setting. It is simple yet appealing. I have not seen the others so I cannot comment on them.
The first thing that I look for when browsing is the title. If that catches my interest, I read the bio on the author and then the jacket for the story summary. The cover is less important to me, but it definitely should tie in with the book. When finished with a book, the reader should go back to the cover and be able to understand how it connects to the story.
Looking forward to Social Lives!