Blurb Your Enthusiasm:
a literary agent’s guide to endorsements + ama info
Not So Secret Agent is an email newsletter all about the inside scoop on cookbook publishing from senior literary agent, Sally Ekus (that’s me!). Make sure we never miss the chance to connect. Subscribe!
Dear Not So Secret Agent readers,
Happy New Year! Welcome to 2026!
It’s hard not to get swept up in the pressure of the first newsletter of a new year, but I’m just going to jump in with the same enthusiasm as I feel finally being back into my routine after over 10 days at home with a 6-year-old. Which is all to say, a LOT!
Today we’re talking about how to request a blurb for your book.
What is a blurb? I’m glad you asked! Here’s my not super official – okay not official at all – NSSA definition:
blurb (noun OR verb!!) - an endorsement of you and/or your work composed by someone (ideally with celebrity and/or recognition) with the goal of drawing new readers or attention to you and/or your work.
***Not So Secret Agent sidenote: <pause as a push up my glasses and snort with nerdy appreciation> For those who want to learn about the origin of the word “blurb”, please join me down the rabbit hole. Click here if you’re interested. The photo above literally gave birth to the blurb! It’s from the American Booksellers’ Association’s annual dinner of 1907. <swoon>***
There are various opinions about whether or not blurbs still actually move the needle on sales. If you don’t know what I’m referring to, see this 2025 (last year, whoa) Simon & Schuster article about no longer requiring blurbs.
For the record, I’m still on team blurb. Why? Because I primarily work in the cookbook genre. In our space, blurbs are like a rolling boil. They’re an obvious visual cue that screams PAY ATTENTION TO ME, but for books!!
If you are also on team blurb, today’s newsletter aims to help you orient to the who, what, when, why, and how of these mighty ‘lil endorsements.
Who should you ask for a blurb?
People more famous than you (no shade, just reality) who share at least some aspect of your genre or subcategory. Ideally, you want them to have a big/meaningful audience who might be interested in your book and just don’t know about you… yet.
These people can be authors, journalists, professors, researchers, celebrities, podcast hosts, or other media personalities. Note that most blurbs that end up printed in/on your book will be from those whose credentials include authorship.
Who makes the requests?
You might be thinking, “Well it’s my book so I should make the ask.” Yes, personalized author outreach is often the first line of communication. It’s also preferred and often the most successful.
However, I encourage my clients to make two separate lists. The first list consists of people with whom you have a direct connection and can make that personal ask. The second list is the stretch list for dream gets that you don’t have easy access to.
For your stretch list, discuss with your agent and editor about who has the warmest lead. Between the editor, agent, or other publishing connections, someone usually can get through. I ask my authors for their personalized ask and then add my cover note if I am sending the request.
How many blurbers should you ask?
Depending on your genre, which will inform the format (i.e. trim size, page count, layout of your book, etc.) you will likely need between 2 and 10 blurbs for printing.
I always encourage my clients to cast a wide net, to request more blurbs than will land on the printed book.
***Not So Secret Agent sidenote: When requesting a blurb, you don’t need to specify how the blurb will be used. Keep in mind that blurbs are used for marketing purposes well beyond just being printed in/on a book. As they roll in, even if it’s after the print deadline, they will still be utilized and celebrated. Also, you never want to promise placement to a prospective blurber. Most who receive these requests are familiar with the process and expectations.***
When do you make your requests?
The timing will vary, and that also depends on your genre. Keep in mind that I’m an agent who predominantly represents highly visual material that requires multiple passes, bringing together copyedited text and multifaceted visual components. This often has a lead time of 18 months from manuscript delivery to publication date.
My fall 2026 authors are currently drafting their blurb requests now. This puts us 7-10 months out from pub. These books are mostly in the first pass of production, meaning the layout concept is coming together while edited text is wrapping up in final copyedit queries.
***Not So Secret Agent Side note: When considering the timing of blurbs, keep in mind that titles “feed” info out to big online book retailers (think places that rhyme with Shmamazon) about 9 months ahead of the on-sale date. So, you may be surprised to see inaccurate info about your book online before you’ve even seen final pages and are still securing blurbs. Never fear! Once endorsements and marketing copy has been finalized, they will be sent over to said accounts for updating.***
Blurb requests should typically go out during first- and second-pass stages. By the time the final pass is coming together, blurbs need to have been secured, approved, and inserted into the design.
But Not So Secret Agent Sally, if my content is not finalized and the layout is still in production, how could I possibly ask someone to endorse the beautiful baby that I poured my entire heart and soul into?
Well dear reader, as mentioned above, most prospective blurbers are familiar with the process. They know they will be receiving uncorrected proofs or even earlier drafts of the material.
***Not So Secret Agent sidenote: I find that a little hospitality can go a long way. If you know the person directly, it’s fine to reach out and ask in advance, even before formal blurb request discussions with your team are underway. Feel free to ask what sort of lead time they need, material they prefer to review, etc.***
***Double Not So Secret Agent sidenote: Some people on your list will be in high blurb demand, so they might have some version of a blurb policy. Maybe they reserve that coveted “YES!” for only a handful of blurbs each year. Perhaps they’ve even ceased doing them entirely. It can take a long time to personalize an authentic blurb for a book. On the flipside, there are scenarios where people ghostwrite blurbs for busy blurbers.***
***Triple Not So Secret Agent sidenote: On a recent virtual client Zoom hang (yes, I facilitate opportunities for my clients to connect with one another. These gatherings are some of my favorite hours of the month!), fellow Substacker Phoebe Lapine brought up an excellent point. When outreaching for a blurb, keep your ask straightforward and singular. Thinking about asking your prospective blurber to join you at a future book event? Cool, cool. But save that for a different communication! Avoid confusion overwhelm by sticking only to the subject at hand. Ask them for one thing and one thing only: the blurb. The other asks can come later.***
What else should you know about blurbs:
Though this is not the author’s responsibility, I want to note that should a high profile or high impact blurb come through, even at the last minute, the front and back cover design may get tweaked for prominent placement. A big blurb is a BIG DEAL!!
Beyond the handful of blurbs picked for printing in/on your book, additional blurbs are used in marketing material, about pages, and outreach to the media. Even if they don’t make it into your book, a great blurb is invaluable, so keep chasing!
I encourage my authors to use blurbs in their own social media marketing material. See the way fellow Substacker and client Monti Carlo highlights her VIP community’s endorsements for the upcoming spring release of her debut cookbook, Spanglish. Also, leveraging a blurb from someone recognizable to help get your foot in the door for an event space, classroom, or new audience? Yep, I recommend that too (when done tastefully of course!).
***Not So Secret Agent sidenote: More and more, I’m seeing meaningful blurbs even show up in the proposals seeking agent representation people pitch me. These are typically endorsements of the author and their work as a whole. Do these shiny statements sway me to sign a client? No. Do they paint a picture of the deep network the potential client is coming to the table with? Yes.***
***Double Not So Secret Agent sidenote: When pitching me, if you namedrop someone I know, you can be sure I will be outreaching to them. So you better make sure this is a real connection. Are proposal blurbs really just fancy reference checks? Hmmm…***
But NSSA Sally, while all this information is really helpful, how do I ask someone to blurb about my work?
For people with whom you don’t have a direct connection, I recommend that you draft a concise email request. However, and I cannot underscore this enough, make sure you personalize it before you send it out! Personalize your communication by acknowledging the prospective blurber’s work, the impact they’ve had on you, and why they’d be a good fit for your book.
Below are some words to get you started if want a template as a jumping off point:
Hi INSERT DESIRED PERSON HERE,
I hope you’re doing well (or some other short starter that feels true to your voice and isn’t infuriatingly generic like this example I used that’s potentially contributing to the culture of toxic positivity).
I’m currently working on an XXX (cook)book that’s scheduled for release in XXX pub month and year with INSERT PUBLISHER. I know you’ve also worked with NAME A COMMON CONNECTION or PERSONALIZED nod that you’ve done your research as to why you are reaching out. Your book/work, INSERT TITLE, resonated with me, especially the way you explore X THEME, X TYPE OF RECIPE, and WRITING STYLE. These themes are also central to my own project. INSERT EXAMPLE OR TWO HERE that may relate to this person’s work/interests. As a seasoned author, you know firsthand how hard it can be to reach new audiences and launch a new book. I would be so grateful to share a PDF of the manuscript and would love to know if you’d be open to writing a short blurb (just a sentence or two) about the book. Your voice would mean a great deal and help amplify the visibility of my core message, XXXX, in my upcoming book, XXX TITLE. The deadline for blurbs is XXX along with how you would like to be named and credited. Thank you so much for considering!
SIGN OFF (that feels true to your voice),
YOUR NAME
SIGNATURE with socials/website/etc.
Another key detail: Work with your editor to determine a schedule when final blurbs are due, and then work backwards. Account for any chasing (which will definitely happen), editing of said blurb, and approval.
I find that after the initial request goes out, three follow-ups are fairly typical: The first, about two weeks after the initial outreach went out, to confirm that your request even made it through. The second, as a critical reminder a week before the blurb is due. Finally, the most urgent third, which is best sent two days prior to your due date.
***Not So Secret Agent sidenote: I hope this is abundantly obvious, but you’ll want to send thank yous to your blurbers. You should also ensure that their names are on your early VIP mailer marketing list! To streamline your never-ending to-do list that will come as you prepare for book launch, when you send your thank you note, ask for the person’s mailing address. That way all you have to do is confirm it with them a few months later when advance copies are in.***
Now, as you can see from the picture above, some of us are actual celebs wading through an inundated inbox of daily blurb requests and some of us are background VIPS <cough, cough>. (Shout out to fellow cookbook loving Substacker Jenna Helwig who bravely took the plunge to ask for the once in a lifetime photo opp above).
Nevertheless, I like to think there is a little red carpet VIP blurb in all of us. As such, here’s your chance to channel your inner superstar status. Think about something you read and loved in 2025 and create a blurb for it in the comments below. Hopefully you will feel hyped while spreading some book love to the NSSA reader community.
Yup, I’ve got a template for that too. Use this format:
<your blurb goes here> --- <share your name>, <insert self-promotional credential here for everyone to see and celebrate>
Here’s mine:
“Richard Morris’ Piggypine breaks the fourth wall by charming kids and their grown-ups alike with this highly lovable half pig, half porcupine creature. This silly, delightful, and laugh-out-loud-funny picture book is just the right combination of mischief and madness!” --- Sally Ekus, parent to Maybelline (age 6)
~Sally~
P.S. If you want to rub shoulders with this Not So Famous, Not So Secret Agent, you’re invited to my upcoming AMA session. The first hour will be an open AMA about publishing, agenting, and whatever else comes up. Then, during the last 30 mins, I will facilitate an OFFER & ASK networking session for attendees!
When: January 21st from 2-3:30ET
Where: on Zoom (recording provided after)
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This title! 😆
Thank you Sally for all the great tips and I am obsessed with Monti Carlo's IG about her Spanglish cookbook. So excited for her.