The back cover is your silent sales force. It is the first thing that potential buyers look at after they are attracted to your front cover. People pick up a book, look at the cover and immediately flip the book over to read the back cover. That is your few second opportunity to hook the reader.
And what does the reader want to know - what's in it for me? They don't want to hear you talking about yourself. They want to know what they will gain by reading your book. Will you answer questions for them, will you solve some problems for them, will you make them feel better about something or will you entertain them?
You have to convince the reader that he or she cannot live without this book. The information that the book contains is very, very real, needy and relative for the reader. They need the answers that they will find in the book.
It is OK to add a small photo of yourself to the back cover because people do like to know what the author looks like, but primarily potential buyers want to fulfill a need.
An endorsement or two on the back cover because endorsements are third party recommendations. They lend credibility.
Most importantly, though, you need to sell the potential buyer on the benefits of the book.
I hope this information is helpful.
Cheers,
Denise
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