If you’ve ever been drawn to a book because of a single, tantalising phrase on the cover, you’ve experienced the magic of a well-crafted tagline. A tagline is the unsung hero of book marketing – it’s that one line designed to make readers stop, look closer, and say, ‘I have to read this.‘
But writing a tagline isn’t just about clever wordplay or catchy phrasing – it’s about distilling your story into something emotionally resonant and utterly irresistible. It’s about capturing the heart of your novel and leaving just enough mystery to make readers want to dive in. A great tagline can be poetic (‘The circus arrives without warning…‘), suspenseful (‘There are two sides to every story…‘), or even iconic (‘May the odds be ever in your favour.‘). The best ones not only make an impression but stick in your mind long after you’ve closed the book.
You might be wondering: Do I really need a tagline? Isn’t that what the title is for? Titles and taglines may work together, but they serve very different purposes. While your title is the name readers will remember, your tagline is your chance to give them a taste of your story, the promise of what’s to come, and the intrigue to make them crave more. Whether you’re a debut author looking to stand out or an experienced writer aiming to polish your pitch, a killer tagline can elevate your book and set it apart in a crowded market.
In this blog post, we’re going to dive deep into the art of writing a tagline that works. You’ll learn what a tagline is, why you might need one, and most importantly, how to craft one that resonates.
So, grab a cup of coffee (or your beverage of choice), and let’s get to work on the one line that could make all the difference for your novel.
What is a Tagline?
A tagline is more than just a catchy phrase or a marketing gimmick. It’s a tiny sentence or phrase that encapsulates everything your novel is about – whether it’s the theme, the central conflict, or the emotional journey your readers will experience. It’s your story in a nutshell, designed to spark interest, grab attention, and leave readers wanting more.
When done right, a tagline can become an unforgettable part of your book’s identity. It sticks with readers, creating a mental and emotional association with your story that lingers long after they’ve seen it.
For example, in The Hunger Games, the tagline ‘May the odds be ever in your favour’ is simple, yet it immediately signals that the characters are facing high-stakes challenges. It hints at the tension and danger to come, without diving into the details. It’s a line that sticks because it’s both ominous and oddly hopeful, setting the tone for the entire series.
A tagline is also incredibly versatile. You’ll see it on your book’s cover, of course, but also in your marketing materials, social media posts, book blurbs, and advertisements. In many ways, it’s your book’s first introduction to the world, so it’s important to make it count.
Not only does it need to be memorable, but it should also be an invitation for readers to take the next step. Whether that’s opening the book, clicking on the ‘Buy Now’ button, or even just sharing it on social media, a great tagline makes readers feel like they must know what happens next.
Do You Need a Tagline?
Not every novel needs a tagline, but for many writers – especially those focused on indie or self-publishing – it can make all the difference. A tagline works wonders when you’re promoting your book, whether it’s on social media, at a book launch event, or through Amazon ads. It helps your book stand out from the crowd and grabs attention in a market that’s saturated with options.
Even if you’re not sure you want one, think about your book’s central conflict, message, or hook. If there’s one phrase that sums up the heart of your story in an exciting or intriguing way, then a tagline could be the perfect addition.
Pro Tip: Don’t stress over it too much, though. You can always tweak or change it later on. The tagline is a flexible element that can evolve as your novel takes shape, readers start responding to something in particular, or as your marketing campaign develops.
How Do You Write a Killer Tagline?
Writing a killer tagline is an art, and it’s a crucial part of marketing your book. It’s more than just stringing together a few catchy words; it’s about crafting a powerful hook that makes readers stop in their tracks and say, ‘I need to read that’ or ‘I need to know more.’ It’s about distilling the heart of your novel into a few impactful words that resonate with your audience.
So, how do you write a tagline that does all that – and more?
Here’s a step-by-step guide to help you nail it, with plenty of examples from popular books!
1. Start with the Heart of Your Story
The first step to writing a killer tagline is understanding the soul of your novel. What’s the central theme? The emotional journey? The key conflict that ties it all together? Your tagline should give a glimpse of what readers can expect – not the whole story, but the heartbeat of it.
For example, the Twilight tagline is, ‘When you can live forever what do you live for?‘ This is a perfect example of a tagline that distils the emotional core of the novel into a simple, punchy statement. You know immediately that this book will deal with immortal beings, probably a love story, and a fight for survival.
To find your tagline, ask yourself:
- What’s the emotional promise of my book?
- What’s at stake for my characters?
- How do I want readers to feel when they read this?
Strip your story down to its essentials and focus on what makes it resonate.
2. Check to see if your Tagline is in Your Novel
Here’s some good news: your tagline might already be hiding in your book. Sometimes, the perfect tagline is something your characters already say. It could be a memorable line of dialogue, a recurring phrase, or even your book’s unofficial motto.
For instance, The Hunger Games didn’t invent its tagline; it borrowed it from something that is already said within:
‘May the odds be ever in your favour.‘ This line isn’t just catchy – it’s a central part of the world-building. It’s both hopeful and sinister, embodying the tension of the Games and the Capitol’s chilling control. Readers hear it and immediately think of Katniss, Panem, and the stakes of survival.
Take a look at your manuscript. Is there a phrase your characters repeat? A line that sums up your themes? Don’t be afraid to pull directly from your own writing – it’s often where the magic lies.
3. Keep It Short, But Not Too Short
A tagline can be one short sentence, a phrase, or multiple sentences. The shorter the better (it is a catchphrase after all) but as long as every word serves a purpose, that’s all that matters! What you really want is something short, memorable, and impactful, but still capable of evoking a feeling or curiosity.
For example, An Ember in the Ashes uses the tagline ‘Laia is a slave. Elias is a soldier. Neither is free‘ which is
short enough to remember but long enough to spark intrigue.
Big Little Lies has the tagline ‘Sometimes it’s the little lies that turn out to be the most lethal – a little bit longer, but it’s worth it to tell you about the book’s theme (lies) while also hinting at the darker, suspenseful undertones.
The key here is finding the right balance between brevity and depth. Too short, and you risk leaving readers confused. Too long, and it loses its punch. Keep it concise, but give enough to pique curiosity.
4. Use Active Language and Create a Sense of Urgency
A killer tagline has to have energy. Use active, dynamic words that pull readers in and create a sense of urgency. Think about it: a tagline should make your readers feel like they’re missing out if they don’t pick up your book. It should create a need to know more.
For example, the famous Game of Thrones tagline ‘Winter is coming‘ draws out a lot of questions. When is winter coming? Where is it coming to? And what is so bad about winter coming? There’s urgency and enough of a question that almost anyone would continue to question what is so bad about Winter coming.
Think about what words will get your readers on the edge of their seats. Use verbs that imply action, mystery, or danger. Create that pulse of excitement.
5. Focus on Emotion Over Plot
Your tagline isn’t a summary; it’s a feeling. Readers don’t need all the details – they need to know how your book will make them feel. Will it thrill them? Move them to tears? Leave them breathless with anticipation?
Take The Night Circus by Erin Morgenstern: ‘The circus arrives without warning. It is simply there, when yesterday it was not.‘ This doesn’t tell you who the characters are or what the conflict is. Instead, it sets a magical, mysterious tone that captures the book’s essence.
Think about what makes your novel an emotional experience and let that guide your tagline.
6. Play With Structure and Rhythm
Sometimes, the way a tagline sounds is just as important as what it says. A great tagline often has a rhythm or balance that makes it pleasing to read – and impossible to forget.
Take The Girl on the Train by Paula Hawkins: ‘You don’t know her. But she knows you.‘ The parallel structure and rhythm make it snappy and memorable.
Experiment with repetition, contrast, or symmetry in your tagline. A well-structured phrase can stick in a reader’s mind like a song lyric.
7. Test It Out
Once you’ve drafted a few options, don’t stop there. Test them out with beta readers, critique partners, and friends, or drop them in our Facebook group!
Sometimes what sounds amazing to you might not land the way you expect.
Here are some questions you can ask them:
- Does this tagline make you curious?
- Do you think this tagline captures the tone of the book?
- Would it make you want to read more?
- Is this tagline catchy?
- If you saw this tagline on a book cover, would you pick it up and want to know more?
A Final Note: Don’t Rush It
Writing a killer tagline takes time and thought. It’s not something you should rush through just to check off a to-do list. It’s an integral part of your book’s identity and marketing strategy, so take the time to get it right. Keep a list of possible options and try them all out from time to time.
In the end, writing a killer tagline isn’t just about crafting a few words. It’s about capturing the spirit of your story and making sure it resonates with the people who need it most – the readers who will fall in love with your book.
And when you get it just right, that tagline will stay with them long after they’ve closed the cover.
Have fun crafting your tagline!
Abbie xxx
P.S. Working on your author package? Here are a few other things you may want to write!
How to Write a Novel Synopsis That Actually Works (Even If You Haven’t Finished Your Draft)
How to Find Comp Titles for Your Novel (And Why You Need Them)
