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"Letters are expectation packaged in an envelope."
And books are expectation packaged in a dust jacket. Or are they? Take a look at some of the Sandbox Wisdom dust jackets from around the world (from the left: USA, India, Estonia, South Korea).
I've only sold a handful of this title based on the cover design . . . based on impulse. Most have come through referrals, purchases for employees, and gifts. But I remember sweating the hell out of the details of those covers. And like me, most marketers obsess over the cover design of their businesses; things like brochures, logos, tag lines, jingles, advertising, et al. And to be sure, a few people will be attracted to those ornamentations. But not most. Not any more. Most people today are looking for the meat behind the sizzle. They're searching for products, services and businesses that can help them improve their lives. And they don't care if it comes wrapped in plain white butcher paper. So spend less time, money and energy on the packaging and more on delivering on people's expectations. If you do, they'll take care of the rest.
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Tom I agree with you in the main idea but we could also say that if you really love reading you just end loving the books themselves. And you end having strong personal preferences for styles, sizes and designs.
Personally, I don´t like dust jackets, I get rid of them as soon as I can, I think they just can be useful when you are going to make a very low use of the product, of the book. But if you read intensively dust jackets are an obstacle.
But I also like cool design. I like beautiful covers, perhaps simple ones but with some style.
You are right, Tom. Once you have read the book it´s meaning as a thing changes, for it stands in relation with your reading experience, the way it changed your positions in one subject or the way it made you feel or it attracted your attention.
Posted by: felix gerena | February 16, 2005 at 08:20 AM
Your are right on Tom ....as always.
'Fashion' and 'Image' may be great to catch the eye but what is behind it is what is more important.
In my career in the corporate world before becoming independent I came to know that bosses who create an immediate impression are often the ones who do not stay around and if they do stay they quickly lose credibility once the mask has been removed.
As you know I read your first two books and you put across is a remarkably effective way some key points about leadership, change and making a difference.
At the same time you bring in compassion, feelings and the softer stuff too.
And by the way Tom I liked your covers as well as what was behind the covers!!
Your writing and encouragment spurred me to write my own book and I will always be grateful for your prompting me from over the pond!
By the way have you looked at my Blog today for a funny story?
http://simplicityitk.blogspot.com/
Cheers my friend - stay passionate
Trevor
Posted by: Trevor Gay | February 16, 2005 at 10:03 AM
The book jacket/dust cover has several purposes.
First of all to protect the book. In days of yore when books were quite the expensive item they offered protection. Funny now because of the use of low quality paper and books in archives turning literally to dust the phrase dust cover seems the more appropriate of the two.
You may not think a book needs protection anymore, physical, that is, from grimy fingers (sticky fingers metaphor another subject). I beg to differ. Of course, you don't want people to pass around the book, you want everyone to buy the book themselves. You might consult and compare notes here by a school that requires pupils to cover books and one that does not, for wear and tear. Even that is out of date, revised text book editions come out at quite regular intervals so what needs protection--the pocketbooks of the parents/students or school districts?
But then I enjoy creating book covers. Just like putting a name to a face, it's a challenge to have an author describe a book and a designer and/or typographist use some type of visual objects and symbols to represent the message. If it's done properly, the result is artwork and even becomes a collectible. If not, you rely solely on the meat. . . which is the substantial part.
But then again, I was at a book store and bought a bound book, solid cover, high quality paper for $12. It was one of those for taking notes and doing sketches. Pretty high price for lean meat, or? So you tell me, what's the beef?
This is a good topic, I will expound on this in my blog today.
PS If it's the annoyance of the jacket...how about putting the cover inside the book, OR? At the end. Maybe to help readers understand. Then one at the end of every chapter. ( see, how i sell my craft)
PSS I would have gone with texture on your cover. (sand) I've never read you book or a synopsis, but a deluxe edition with a ...
pssst...and what happens when you don't cover up a sandbox...Litter box.
Posted by: nancy | February 16, 2005 at 11:22 AM
Tom, how I want to believe you're right. And I do believe we are moving in that direction. B2B, yes. But the consumer is still enamored with the packaging. The fantasy of what is underneath is what intrigues them and the promise of that fantasy is delivered in the packaging.
I like your vision; I just think it is premature.
Posted by: Aleah | February 16, 2005 at 02:41 PM
Great comments everyone! Thank you. Felix, I too love great design. In fact, I was an art major prior to changing to economics. The cover design statement was meant primarily as a metaphor. And Aleah, you're right. In fact, culture is like the stock market: a bunch of ups and downs. It's the trend that matters. And I believe the trend of substance with style is picking up a huge head of steam.
Posted by: Tom Asacker | February 16, 2005 at 04:16 PM