1.  SHORT—A blurb is 100–150 words and does not summarize the book, it promotes it. Fine tuned by finding the perfect word to replace the several, it is focused, zooming in on the most important aspects.  

2. FIRST LINE—The first line must be a hook that speaks directly to the pitch and why a reader is considering the work. Commitment to read the rest of the blurb is won in the first line.

4.  LAST LINE—Your final impression affirms your focus. For fiction it can be the right question, whereas for non-fiction, it can be the boldest promise.

3. GENRE—Genre conventions impact format as well as word choice. Use words that resonate with your genre's readers without using cliché or overused phrases (In a world . . .).  Your word choice should also be mindful of keywords used to search in your genre. Read a few blurbs in your genre to see what you as a reader like and don't like.

THE PITCH: Should evoke intrigue and create a question to be answered or a mystery to be solved. Short and punchy, it also communicates style and tone that promise good storytelling.

FOCUS: Dive in and as efficiently as possible tease out your protagonist, setting, and conflict. Name and characterize your most important character(s), and create intrigue around the most important aspects of your main plot.Tantalize the interests and curiosity relevant to what readers of the genre hope to find in a way that is original but relatable.

INCLUDE: Common elements in a fiction blurb can be to start with a situation, introduce a problem, and promise a twist. End with a sentence that emphasizes the mood of the story.

AVOID: Don't include spoilers, summarizing, or details not required to hook the reader. Sometimes what you leave out is as important as what you put in. Don't compare yourself to other writers or make claims about being the next anything.

THE PITCH:  Should create a need-to-know urgency and build trust in the source to solve a problem or fill a need.

FOCUS: Answer clearly what it is about, how it will solve a problem or fill a need, and what makes this book different than others in its genre. Establish your qualifications and build trust with the reader to have confidence in what you have to say.

INCLUDE: Bullet points, questions, or claims to illustrate what can be learned or gained from the work. Commonly, a nonfiction blurb will start with what the book is about, answer what problem it will solve for "me," explain what THIS book offers different than others in its genre, and why the author is qualified to speak on the subject. The first and last sentence should complement each other in their impact on the reader of what kind of book this is.

AVOID: Refrain from adding fluff and buzz words meant to sensationalize and not inform. Readers want to be sold value by feature. Don't be shy. Be bold in stating the claims or promises of what can be gained by reading the book without being false or misleading.

As soon as you've signed your contract, start thinking about who to approach to ask for an endorsement.You don't necessarily need to wait for an edited DARC (digital advance reader copy). You can send an endorser your manuscript in a Word or Google doc. The sooner you pursue this, the better your chances are of obtaining positive recommendations from reputable sources.

Once your manuscript has been edited, you will receive an email from your editorial liaison and instructions on how to proceed at that point. Your book will then be available in the form of a PDF. This can be used as a DARC and sent to those willing to read it and offer their endorsement.  

Published endorsements are more than reader reviews. They are marketing tools to lend credibility, social proof, and influentially impact potential readers. Consider who the reader would admire and prepare a list. Here are two good resources for more information on how to plan and prepare for endorsements:

The Write Life: 6 Steps for Getting an Awesome Endorsement—https://thewritelife.com/need-a-book-blurb-6-steps-to-getting-an-awesome-endorsement/

Diane Jacob: 5 Tips on How to Get Big Name Book Endorsements—http://diannej.com/2012/5-tips-on-how-to-get-big-name-book-endorsements/