What is a tagline, does my book need one, and how do I craft something that hits on all the right notes?

These are the questions we’re going to answer today, and I’m going to do that by sharing some of the taglines I found on my shelf, and by giving you a glimpse into the creation of the tagline for my upcoming release, WINTER, WHITE AND WICKED.

So, let’s talk about it! First off,

What is a tagline?

A tagline is a phrase or short sentence, most often appearing on the front cover of a book. Its job is to entice a shopper and, along with the cover art, get them to lift the book off the shelf so they can give the book a closer look.

That’s it. That’s its job.

Sounds simple, right? But crafting a killer tagline is an art form all its own, and if you’re traditionally published, it usually requires teamwork. When my editor first approached the topic of adding a tagline to my book, her email read something like this,

“Hey! We just got some marketing feedback and they’d love a tagline for the cover of the book. Something that sums up Sylvi’s toughness and how unique this story is.”

It was a fun email to get and I was excited as we started brainstorming, but it wasn’t an email I was expecting. A very specific question had yet to occur to me:

Does my book need a tagline?

The answer is: Not necessarily. Sometimes other elements of a book cover do the heavy lifting.

An endorsement from a fellow author can accomplish the very same purpose. I know I’m always intrigued when I see a flattering blurb on the cover of a book from an author I respect.

It’s also possible that the artwork may not allow for extra text on the cover. Maybe the design is enough all on its own.

And then sometimes, the title itself acts as a tagline. I think of a book I just read called THIRTEEN DOORWAYS, WOLVES BEHIND THEM ALL. It’s a long title and makes it very clear that this book is going to be about having limited options, and none of them are safe.

But what if the artwork and the title would benefit from something more? What if your design team prefers to put endorsements on the back of the book? What then?

Consider adding a tagline.

How do I write a killer tagline?

There are numerous strategies to coming up with a winning tagline, and several creative directions you could take. Here are just a few:

Lean into a turn of phrase

Some examples include:

We all have demons. Clare wants hers back.

THE GOOD DEMON by Jimmy Cajoleas

This is one of my favorite taglines ever. The phrase “we all have demons” is used frequently, and we know that the word “demons” is usually a metaphor for aspects of our lives that torture or haunt us, mistakes we’ve made, etc. But the second sentence here forces us to lean into the phrase very literally, and it’s a chilling confirmation of what this book will feature.

Remember, it’s only a game…

CARAVAL by Stephanie Garber

This is a clever usage of a common phrase and one that helps the title and design out immensely. The word caraval sounds familiar (carnival, caravale) but it is, in fact, a made-up word. And as a title, it can be a risky move to go in that direction. But the tagline here helps with some of the ambiguity and is compelling in its own right. Altogether they work beautifully.

Be careful how deep you bury the past

THESE SHALLOW GRAVES by Jennifer Donnelly

To bury the past is to hide something shameful or best left unspoken. But it can also be much more literally taken, and with a title like this you have to wonder just what shameful wrong is buried beneath the ground, and will the characters really be digging up a grave?

Flip an idea on its head

Some examples:

Beauty isn’t always pretty . . .

STEPSISTER by Jennifer Donnelly

“Pretty” has often been used as a synonym for “beautiful,” so the idea that they aren’t one and the same, makes for a compelling concept. Partner that with the shattered glass slipper on the cover and a title like STEPSISTER, and we know exactly what this book is going to be about.

Welcome to the real Wonderland

SPLINTERED by A.G. Howard

The idea that Wonderland could be real is completely upside down. Readers are familiar with Alice and her adventures down the rabbit hole. As settings go, Wonderland is as fantastical and unreal as they come. The idea that such a mind-bending place could be real, staggers the imagination and has seen millions of readers pick this book up off the shelf.

Set the tone

Some examples:

Let them fear her

WICKED SAINTS by Emily Duncan

Four simple words that strike an unmistakably menacing note. We are given a glimpse into the tone of the book and the attitude of the main character, and sometimes that’s more than enough.

Torn apart by war

Held together by hope.

WITHIN THESE LINES by Stephanie Morrill

This tagline speaks volumes on its own, but when it’s paired with the artwork and title on the cover, we have an overwhelming sense that we’ll be reading a wartime romance. There will be hard times for our lovers, but even in their darkest moments, there will be hope. It’s a lovely peek at what waits beyond the cover.

Play up the concept

Some examples:

When kingdom come, there will be one.

THREE DARK CROWNS by Kendare Blake

There’s a play on words here for sure, but when this tagline is combined with the title, we realize there will be a competition for the crown. And because that’s such a beloved trope, there’s wisdom in leaning into it.

Winning what you want may cost you everything you love.

THE WINNER’S CURSE by Marie Rutkoski

This is a perfect tagline for an enemies-to-lovers romance, and that’s just what this book is. Another example of knowing what readers want and showing them that this book provides it.

While there are many, many strategies out there, these are a few we explored rather thoroughly as we brainstormed possible taglines for WINTER, WHITE AND WICKED.

Here’s a peek at just some of the possibilities my editor and I batted back and forth over the course of a few weeks:

Buckle up.

She is the storm.

They shouldn’t be out in this weather.

Ice on the road and a storm in her heart.

Finding her friend is dangerous, losing herself is the real risk.

The storm is frightful, but so is she.

A storm is coming.

The storm is dangerous—but so is she.

The storm is strong—but so is she.

The road is deadly—but so is she.

On the road, everything can change.

When you have ice in your veins, what’s a little snow on the road?

Only a girl with ice in her veins could truck this road.

Only a girl with ice in her veins could survive this storm.

As soon as we zeroed in on the concept of ice in your veins, we knew we were onto something. This play on words fit my story perfectly, in both a literal and metaphorical way. We tweaked and fiddled with it, finally sending our best ideas over to marketing. And they agreed!

The final tagline does everything it needed to do, and I couldn’t be more pleased:

You won’t survive this road without ice in your veins.

WINTER, WHITE AND WICKED by Shannon Dittemore

This tagline does a lot in just a few words, and that’s the goal of a tagline. It’s not a pitch or a summary, but a targeted statement aimed at whatever impulse a reader has to pick a book up off the shelf.

If you find yourself getting too wordy or too obscure, you’re sliding off track. And if you’re making promises to the reader that aren’t honest, your tagline could come back to bite you. Your story should be represented accurately on the cover, and that’s where it gets tricky.

A killer tagline is equal parts honesty and catchiness, and too much of one will overwhelm the other. It might take a little time and teamwork to land on the perfect combination, but it can be done.

And you are clever enough to do it.

Tell me, do you have a favorite tagline? Or maybe you’re working on one for your story right now! We’d love to see what you’ve got cooking.

Shannon Dittemore is an author and speaker. Her books include the Angel Eyes trilogy, a supernatural foray into the realm of angels and demons, as well as the fantastical adventure novel Winter, White and Wicked. Its sequel, Rebel, Brave and Brutal is due out January 10, 2023.

Shannon’s stories feature strong female leads grappling with fear and faith as they venture into the wilds of the unknown. She’s often wondered if she’s writing her own quest for bravery again and again.

It’s a choice she values highly. Bravery. And she’s never more inspired than when young people ball up their fist and punch fear in the face.

To that end, Shannon takes great joy in working with young writers, both in person and online at Go Teen Writers, an instructional blog recognized by Writer’s Digest four years running as a “101 Best Websites for Writers” selection.

For more about Shannon and her books, please visit her website, Instagram, Facebook, Twitter, and Pinterest.