In August’s Speaker Series session, we welcomed the always-brilliant James Blatch to talk about a topic that indie authors simply cannot afford to ignore: your book package.
Because here’s the thing—no matter how gorgeously written your novel may be, if the packaging is off, readers might not even make it to page one.
Let’s fix that, shall we?
🎤 Meet James Blatch
James is the founder of Learn Self Publishing, co-founder of Vinci Books (formerly Fuse Books), a Cold War thriller author, and an all-around book marketing brainiac. He’s helped countless indie authors transform underperforming titles into revenue-generating reads often by tweaking what he calls the “book package.”
So what is a book package, exactly? According to James, it’s:
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Your cover
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Your title
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Your blurb
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Your author name
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Your main character’s name
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Your genre positioning
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And yes, your Facebook ad strategy too
It’s the full suite of elements that readers encounter before they read your first line. And if any of those are misaligned, your book’s sales journey might stall before it even begins.
🧠 Think Like a Publisher, Not Just a Writer
One of the biggest mindset shifts is to start thinking of yourself not just as an author, but as a publisher who also writes. That means being just as intentional about your marketing as you are about your manuscript.
🔍 Genre First, Everything Else Follows
Before we dive into cover tweaks or clever taglines, let’s talk genre. If your genre isn’t clear—and we mean crystal—nothing else matters.
Most low-star reviews aren’t about “bad” books, they’re about mismatched expectations. Readers thought they were buying a romantic suspense, and what they got was speculative sci-fi with a kiss.
Here’s what not to say when asked your genre:
🚫 “It’s a mix of everything.”
🚫 “It’s a genre-defying experience.”
🚫 “It’s so unique I made up my own category.”
Unless you’re backed by a Big Five publisher and a full-page spread in The New York Times, it’s better to fit in than stand out. At least visually.
🎨 Your Cover Is a Promise—Keep It
Your book cover should immediately signal what kind of story you’re telling. It’s not about showcasing every nuance of your novel, it’s about showing readers what to expect.
📌 Do: Follow cover tropes in your genre
📌 Don’t: Save the clever twist for after the click
✨ Fun fact: Even Lee Child’s latest Jack Reacher book has that iconic “man walking away from the camera” look. If it works for him…
🏷️ Title, Blurb & Names—Yes, They Matter
Title
Use genre-evoking keywords. In thrillers, think “covert,” “siege,” “ambush.” In romance? “Forever,” “broken,” “billionaire.” Let your reader feel the genre before they even open the Look Inside sample.
Blurb
Your blurb isn’t a synopsis, it’s a sales tool. Lean into the tropes and speak your genre’s language loud and clear. And yes, it’s okay to name-drop comp titles.
Author & Character Names
Surprise! James also flagged this as a friction point.
If your author or character names are difficult to read or pronounce, you’re introducing resistance into what should be a seamless journey. Stick with names that are simple, clear, and genre-appropriate.
📣 Facebook Ads: Your First Impression Matters
Gone are the days of precise Facebook targeting. Thanks to privacy updates and shifting algorithms, Meta’s advice is simple:
🎯 Want more sales? Adjust your creative.
This means your ad copy, imagery, headline, and product page all need to reinforce the same genre signals. Every click costs you money so let’s make those clicks count.
James recommends the Swiss Cheese Model: every layer (ad, blurb, cover, sample) should have holes aligned perfectly. If one element is out of step, readers fall through the cracks.
Not ready to DIY your ads? Reader Reach Ads handle the strategy, targeting and creative so you don’t have to.
🔁 Work Backwards from the Sale
Design your marketing before you write:
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Choose your genre
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Draft your cover concept
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Write your blurb
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Then write your book
This keeps your story aligned with what your audience already loves and makes the sales journey smooth as buttered popcorn.
🛠️ TL;DR: James’ Book Package Checklist
✅ Is your genre clear at a glance?
✅ Does your title use genre-relevant keywords?
✅ Does your cover scream “You’re in the right place”?
✅ Is your blurb full of juicy, trope-rich hooks?
✅ Are your character and author names easy to read?
✅ Is your Facebook ad aligned with your product page?
🎁 Final Takeaway: Fit In to Stand Out
You don’t need to be wildly different to win in indie publishing—you need to be wildly clear.
As James put it, “Advertising isn’t about selling. It’s about matching.”
The most successful authors aren’t trying to reinvent the wheel. They’re offering readers a familiar, irresistible ride.
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Register for our next Speaker Series! Each month we host live Speaker Series sessions with book marketing and self publishing experts. Anyone can join the live sessions and Gold & Platinum Members can watch the recordings any time!