In this article, we explore the history, purpose, and ethical implications of the blurb, and why, when done right, it can still be a powerful tool in the marketer’s arsenal.
(By Graeme Jordan and Frankie Docker)
Marketing blurb. Is that what you want?
Content I can do. Copy – no problem. But, blurb? It’s in the same category as fluff, spiel, and ‘can you flower it up a bit’. These are things that you won’t say to a professional if you respect their work and want them to deliver something of value. Let us outline why.
To us, content is either driven by a well-thought-out and clearly articulated marketing strategy or it doesn’t need to exist. Sure, if your proposition makes sense and you understand who you are targeting and why they want it, then marketing copy can be a straightforward writing and editing job. But, that’s never the case. I’ve never been engaged by a company that didn’t need to review its strategy entirely. It doesn’t mean throwing everything out and starting again. Far from it – your core competencies are likely to be long-standing. But, it does mean reviewing how we conceptualise and articulate your offering.
How did ‘blurb’ come about?
‘The public is a thick-skinned beast, and you have to keep whacking away on its hide to let it know you’re there.’ Such a statement was made by Walt Whitman, poet, journalist and, likely, the first user of the blurb. Before the 19th century, books had generally been published without promotional text. However, with the rise of commercial publishing, it had, as Whitman said, become a matter of ‘whacking’ away to maintain public awareness. And what better way to drive sales than to provide an advertisement on the back of each book?
Nowadays, blurbs are essential in the publishing market. They are still seen as an easy way to effectively grab readers’ attention and generate interest. A skilfully written blurb can have a Cinderella effect on a book; turning it from one of many dusty papers sitting on a publisher’s desk into the critically acclaimed novel of the summer.
The blurb: irritating hype or genuine insight?
Is ‘blurb’ in the original (publishing) context useful? Well, it depends on who wrote it and how.
If they have ‘researched’ what is popular and buzzword-stuffed it regardless of relevance, then perhaps not.
But – if they have started with the product, understood what makes it special, and then written compellingly about that based on relevant needs, then it could be beneficial to customers who are browsing.
That’s the difference between manipulating customers and helping them. Marketing can do either. But, only one is ethical.
So, can we use ‘blurbs’ in other formats?
In marketing any product, the concept of a blurb could apply. Text accompanying a product is useful to help customers make ‘informed’ choices. Arguably, this is how ecommerce works – and – with customer reviews partnering the ‘blurb’ the way reviews do on a book.
But, just like a book blurb – the content must be accurate. It’s the practice of pushing the boundaries of truth that gives the technique a bad name.
George Orwell famously criticised the blurb as ‘disgusting tripe’ in Defense of the Novel. He was commenting on the seeming trend for every book to be labelled an ‘unforgettable masterpiece’ without any regard for its actual content. Others, like New York Times journalist Rachel Donadio, observe that the blurb is overwhelmingly biased, representing ‘a tangled mass of friendships, rivalries, favours traded and debts repaid, not always in good faith’. Spy, a satirical New York magazine, even had a column exposing writers who had traded reviews.
For Stephen King, the blurb can be used as both a useful tool and a commercial gimmick. Although he praises its brevity (‘a better way to point people toward the good stuff than a 2500-word review’), he acknowledges that some blurb writing has become disingenuous.
‘Consumers aren’t stupid, and they’ve grown increasingly cynical about the dubious art of the blurb,’ King wistfully wrote. ‘Every good blurb of bad work numbs the consumer’s confidence and trust.’
What if the writing profession was writing ‘good blurbs for bad works’?
This is the big thing that needs to be avoided if future marketing claims are to be effective.
In this sense, marketing copy and blurb have the same problem. When every company claims to be ‘innovative’, ‘inspiring’, ‘sustainable’, ‘values-led’, and ‘impactful’, it leads us to question the truthfulness of their claims. Like the blurb, we lose confidence in these cliched statements that seem threadbare.
Can we do better?
Yes, if we want to have any claim to be marketers.
So, what is the alternative? We don’t need to abandon short-form content. Having too much information can be overwhelming, and it is not good practice to expect customers to scroll through long explanations. Rather, we must focus on:
- Only making claims that are justified.
- Being confident but not hyperbolic.
- Living up to expectations in whatever follows a purchase decision.
Sure, you can have a great testimonial on your website. But, how about a testimonial from a reputable source? How about advertising your innovation with key figures proving its efficacy? Or, instead of just saying you have great staff, highlight why they are qualified for the job?
So, content can be short-form and meaningful. This will only happen if we value the art of brevity and substance. As Mark Twain said, ‘I didn’t have time to write a short letter, so I wrote a long one instead’. It should be well-thought-out content, that is both authentic and appealing.
Blurbs remain important in publishing. And, all marketing content, whether for a book or a company, should offer more than empty promises. It should provide a glimpse into what lies beyond the cover or initial pitch. In a world of exaggerated claims, being genuine stands out as a true marker of quality.