Selling Modesty

Well, I tried to avoid it, but since almost 10 different people have e-mailed me about this new cover, asking me if I think it's inappropriate, I guess people want to talk about this.

The book is intended for a Christian audience, and the cover is, well--as our dear Alexandra might say, a bit hoochie mama.

What do you think?

I will say from experience that authors very often do not have have final say on their covers, so don't blame poor Hayley. For all we know, she might have wanted turn-of-the-century bathers modestly frolicking across her cover (in black and white, of course).

I certainly wanted that, and instead I got a beautiful but nude Durer, and college students who asked me to autograph my book-- which they'd wrapped in a brown paper bag.

With some covers and titles, any redeeming value of the book seems lost in the crudeness of the marketing message.  I am thinking of, alas, Kosher Adultery, which was apparently written for very well-intentioned reasons.  The author's parents divorced, so he wanted to help save others' marriages by teaching people how to "seduce" their spouse. Unfortunately, the book was not called Seducing Your Spouse; it was called Kosher Adultery.  Was there a positive message in the book? Probably.  Did that justify the damage done by juxtaposing the words "Kosher" and "Adultery"-- as if there could be any such thing? Probably not. Many people I know were so offended by the title, they would not buy or even look at the book. Worse, how many people who didn't look inside came away with the false impression that for Jews, there is a type of adultery that's kosher?

It's a complicated issue and there are no easy answers. Only things that publishers and readers might want to keep in mind:

Just because something sells well doesn't mean it doesn't do damage.

Ironically, some books don't do as well as they might have, precisely because the publisher  attempted to 'sell out.'  I'm always amused when publishers try to sell out with a big sexy cover, only to alienate their core audience.

It's not clear which case the Hayley Dimarco book is. Is it selling out, but doing damage? Or not selling out, because it's alienating its target audience?  Or a perfect cover that's doing neither of these things--what do you think?

And if you could design a cover that would be cool and hip, without trying to appeal to the lowest common denominator, what would it look like?

Would love to hear your ideas.

I personally don't think the Dimarco cover is the End of Civilization as We Know it, but it would be nice to see a little more creativity.

However, this is easier said than done.

I realize I'm putting you all on the spot but, can you think of a better cover?

Comments

[Susan Blackwell]

We carry the book in our church bookstore. (We are a conservative, Protestant, nondenominational church in the suburbs of Portland, OR.) It sits next to the cash register and is seen by everyone.

I've never fielded a complaint about the graphics. It has generated questions about the subject matter, and this gives us an opportunity to do a quick synopsis. The book sells well, and has gotten conversations started between the older and younger women of the congregation.

Overall, I'd say it's been a positive, and I'm not sure how I might redesign the cover in hopes of doing the same with "less."

[Saray]

After reading this book I can honestly say that it is ridiculous that so many so called "christians" would rather sit back and discuss the cover of the book than the true issue at hand. Most of the people who have a problem with the cover are probably the parents whose daughters dress this way. Parents take hold of your children and don't be upset because Mrs. Dimarco is doing your job. Stop letting your daughters run to the malls, school, movies and even church in that attire and maybe we wouldn't have to write books on it. Go somewhere and get saved for real!

[wendy]

This is interesting to hear both sides of the debate, because I only received negative comments about the cover so far.

I will say that those who were critical of the cover did read the book and find it valuable; their concern was that others would "judge the book by its cover" and not benefit from it.

[Ashleigh]

It's interesting to note that Hungry Planet, the publisher of this book, was founded and is run by Hayley DiMarco and her husband Michael DiMarco. So, unlike Wendy's case, this is an instance where we should assume the author had a lot of control over the cover image choice.

I did read the book in full. While I thought the content was helpful, I found the cover inappropriate. The biggest reason being because the cover portrays and models a contradictory message to the book's "inner message." The cover clearly communicates that while immodesty is an inappropriate way for a young woman to "sell" herself, it is an appropriate way for a publisher to sell a book. This concerns me because:

1. It shows that while the principles included in the book are good, they just can't be put into practice, even by the book's publisher. This models for the reader that it is enough to merely concur with the themes presented in the book, that it's not necessary to change our behavior. It also serves to further inure readers to immodesty, so that the virtuous message of modesty can lose its effectiveness.

2. It can put a "stumbling block" in the way of unsuspecting guys who happen to see this book cover on Amazon or at the Christian bookstore.

3. It sets a dangerous precedent for book publishers: if it's shown that using a "sexy girl" on the cover of a book boosts sales, and if nobody in the Christian community challenges that book's cover, then it paves the way for other book publishers to adopt similar techniques to appear "relevant" and sell their materials.

[Jamie Salvucci]

I have not read this book. This is the first time I have even heard of it. My feeling is the cover is inappropriate because it is immodest (period end of story). If I am writing a book about the importance of modesty and therefore must feel immodesty is wrong I would not then display that exact thing on the cover! Forget about what it does to the book and/or its readers...what does it do to society. Maybe I am overreacting, but I am sick of half naked pictures all over the place.

[Lucie]

Well, I have to admit that if I saw that cover photo, not to mention the title, in a Christian bookstore, it would make my eyes open a little wider.

[Alexandra Foley]

I really like all the comments -- especially Ashleigh's point about selling books vs. selling yourself. Very poignant.

In my own experience one has very little control over one's book cover. (I disliked mine and really disliked the photo of me on the back. My husband was flatly rejected when he opposed the title of his book that clearly did not communicate the content of the book.) My guess is that most things are decided by a committee made up of sales people who probably don't even read the book. And even if Ms. Dimarco owns the company there is no saying what the "committee" may have pressured her to agree to.

As for the cover of book and putting aside the appropriateness of it, I just don't think it communicates the book very well at all. Having recently been to B&N I can say that provocative book covers are a dime a dozen. I actually think that if they had kept that photo but altered the title it would have grabbed more attention. More juxtapositioning of concepts like, Hot Girls: When Being Sexy Makes You Sad. Something like that would have grabbed my attention. But maybe the idea was to have girls who want to be MORE sexy accidentally pick up the book and find their point of view challenged. One can hope.

[Elin]

Hmm. Interestingly, I saw the book for the first time this week when I was in the Christian bookstore - and the cover prompted me to pick up and leaf through the book. I didn't buy it, but only because I hadn't set aside enough money - because I was quite impressed with the content.

So I would have to say that, far from finding the cover offensive, I found it pretty effective. Perhaps it was because it stood out in a Christian bookstore, while a more "modest" cover wouldn't have alerted me to the subject matter in the same way. (Obviously, it wouldn't have stood out as well in a generic bookstore). Besides, the title bar covers up most of the bare midriff - so the photo is enough to give the idea of the subject without going over the top - at least in my view. Nor did I think the cover was glorifying the style of dress it portrayed (the placement, not to mention the wording, of the title had something to do with that too).

Ashleigh makes some compelling arguments, but I have to say that my own response to the book (cover AND content) was quite positive.

With Kosher Adultery, however, I was REALLY turned off, and it took me a long time to realize that that particular author did NOT advocate adultery! I still wouldn't buy a book with a title like that - but I'll probably buy Hayley DiMarco's book when I have the funds.

[madhousewife]

While it's not a cover I would have chosen, it wasn't nearly as bad as I was expecting when I clicked on the link. I suppose that's a sad commentary.

It's also a sad commentary that a cover with a modestly-dressed girl wouldn't have gotten my attention as readily. But I suppose they could have gotten my attention with a gaudily made-up face and a lot of red and hot pink--maybe some hot pink censor bars? (Like really wide ones?) My imagination could easily fill in the rest.

Less attention-grabbing but more charming would be your frolicking-in-swimsuits cover ironically juxtaposed with the title "2 Sexy 4 U" in Victorian-esque script.

[Traci]

I think the cover is inappropriate (regardless of content or audience) because it's playing to our base instincts. Sex sells.

I don't think the cover of a book is worth fighting over; but as somebody upthread pointed out, appearing relevant to a corrupted culture by imitating it is not what Christians should promote.

I haven't read the book, and the content may be great. There is something to be said for getting people to pick up your book to get a message out, but the presentation matters. Even allowing that the cover is a bit of ironic humor, using a sexy cover to promote modest ideas seems to say that modesty/chastity needs help to be attractive. Doesn't that negate the message?

[ACL]

I read a reader's comment on the Amazon website for the book. It was a young girl who said
" I don't write reviews or whatever, but my mom drags me into the Christian bookstore and wants to buy me books to fix me (youknowwhatimean)

Anyways, she always forces these books on me and I just leave em on my nightstand because theyre just what she wants me to do. When I saw Sexy Girls I told my mom I'd read that one. It didn't look like it was written by some shriveled up old lady. Anyways, my mom can tell you I never read and I read this book in three hours. I seriously didn't get how guys looked at me until reading it. Or how other girls looked at me to.

So whatever, ill let you ladies fight out whether to give a good book that girls will actually read and convince them to change the way they dress on their own just because a girl thats not showing anything with that black bar across her belly is on the cover.

Grown ups are stupid some times. Wheres the love?!

PEace be with yous. Oh and I'm so getting her next book Technical Virgin."

From her comment and some other comments, I get the impression that the cover was effective in reaching the target market. I believe that this is not a book geared towards young girls who already understand and practice modesty, it is for those girls who have no idea what message they are sending with their clothing and presentation. One girl commented that a more modest cover would lead her to the conclusion that the author didn't know what she was speaking about.

ACL

[Jeannine]

Perhaps the message to marketers is -- could they possibly stop putting girls on the chopping block?

There seems to be a trend in marketing, in music videos, in magazine images -- to chop off the girl's head and show only a snippet of her belly button on down in low cut jeans or just her chest. Can we please get girls faces back? At least Venus de Milo was fortunate enough only to lose her arms, gratefully no one had the artistic foolishness to lop off of her head too.

[just sayin']

I'm going to have to get the book now b/c it sounds interesting, but ACL, that comment you posted from amazon with all the misspellings and promotion of her next book sounds a little bit like it was written by the publisher, LOL!

Maybe not but I couldn't resist saying it.

I agree with Jeannine that we need to get the faces back, but overall the book sounds like a good one so I'm glad you're discussing this.

[Jane]

""But maybe the idea was to have girls who want to be MORE sexy accidentally pick up the book and find their point of view challenged.""

This technique is called "bait and switch" and it is upsetting that so many Christians resort to selling the gospel this way. Why can't we just be Honest?

I've been to plenty of "Come see So and So, the Olympic wrestler talk about his gold medals." and it turns out to be a false way to get people in the door to "trick" them into hearing about Jesus.

[Phyllis]

I stumbled into this site...love the blog and the topic of modesty is one that needs to be addressed with our young people today. Perhaps I have been desensitized to "skin," but I did not find the cover offensive but rather intriguing...as such a cover is typically out of place in a Christian bookstore. I have a teenage niece who spent the summer with us last summer and trips to the m all with her were both shocking and appalling. I remember telling her on one outfit that she selected that "I wear more TO BED!!!" I am a 30 something, married, mother of four. Not a prude, but I know enough to realize that there is a time and a place...and an appropriate outfit...for everything!

I agree with some of the other posters here, there is a target audience and this cover is directed straight towards them. I tried to get my neice to read other books on the subject (from the library) and they sat pitifully next to her bed. I wish I had seen this last year.

I have read the reviews and I plan on purchasing the book for my wayward neice ASAP!! Probably a second copy for me as I have a baby girl to raise modestly.

Blessings!

[Liz Neville]

Wendy-- you sure know how to start a conversation. And I always did wonder about the cover of RTM :)

I think this cover is an effective way to reach the book's target. To dress a cover girl in Puritan garb would miss the point-- and the potential audience-- completely. The technique of giving the appearance that you are arguing against something when you are actually prepared to defend it-- very effective. And I wouldn't call it "bait and switch", which has a distinctly negative connotation. It is *persuasive*-- one of the most beautiful words in the English language, as it connotes reasoned argument and eschews blunt force.

So while I'm disgusted with the "baby-chick-lit" drivel that seems to be the latest growth area in book publishing (sleaze for the tweens), I am in favor of this attempt to reach the girls who need Wendy's book but aren't ready for it intellectually.

[Jane]

Bait and Switch as used in marketing a book involves using a lure, such as a hot and sexy cover, as bait to get a person to buy the book, then trying to sell the person on the content of the book. The key is that there was never any intention to sell the idea of being hot and sexy, it was only used as bait to sell the book. Persuading in this manner IS negative!
While I agree with the contents of the book, it disturbs me that Christians resort to these types of “techniques” to SELL A BOOK. I’m sure that said cover will appeal to “wayward girls” but what about the Christian teen who would like to be challenged and/or affirmed in her choice of dressing modestly? My 16 yr old daughter told me that the cover and title is embarrassing to her while the content is important. No one is saying that a Puritan girl needs to be on the cover.

Again, I appeal for honesty in advertising from Christian publishers.

[Sandy]

As an ex-marketing exec and now a proud stay-at-home mom, I have to disagree with the bait and switch comments. If the title said, "you can be sexy too!", that would be bait and switch. I sincerely doubt any person, young or old, would think that cover picture is what the author is going to be selling as "ok".

The subtitle "How Hot Is Too Hot?" asks a question and the cover displays an answer that too many girls land on. This is INCREDIBLY effective marketing for both the teen girl and the parent or youth leader. The last commenter (Jane) shouted outrage that this technique (not bait and switch tho) was used to "SELL A BOOK." Here's the hard and fast truth, the more books that are sold, the more chance for a girl to change her ways.

In fact, look at the cover again...the girl's midriff is 'censored' by a black bar with the title on it. How is a censored sexy image endorsing it as how an author wants you to dress? I really think some of the critics of this cover are reaching with their logic.

Lastly, I've read the book and the entire content is for "wayward girls". There are PLENTY of books in Christian stores for teen girls that already have parents that control how they dress or teach modesty at home. Try "Every Young Woman's Battle" or "A Young Woman After God's Own Heart" if you're really searching for such a book and not just trying to destroy an effective book that wasn't written for your daughter.

I saw a book at Barnes and Noble yesterday with two roly-poly kids on the cover (faces obscured) and the title was asking "are our kids getting too fat?" While I didn't even look at the content, I certainly didn't think, "I wonder if the author thinks kids today are just fine" or even react, "how dare they use bait and switch with such a negative technique!" My daughter competes on the varsity swim team at her high school. For me to say, "why didn't the authors of the fat kids book use a cover or write content that affirms her high fitness level is just self-centered and would have blinders on to the larger problem in society.

I really really don't get some of the arguments against this cover. Finally we have a book that will get into the hands of the girls that are causing the problem and actually get read because of the honesty of the cover. The cover deals with the real life pressure for most girls (but not all.)

Kudos to a publisher using an honest and effective cover for girls that need it!

Sandy Taylor

[wendy]

I just picked up her other book, Technical Virgin, because the other one wasn't available, and I have to say I can see the arguments for both sides. Since I've already explained some of my reservations, here is an argument now in favor: the book isn't really a book in a traditional sense, and perhaps it's unfair to judge it as if it were. I found it in the teen section and it's more like a magazine article (in terms of length and format), with lots of eye-catching glossy pictures.

My sense is that the publisher/author are trying to compete with Cosmo, take the girl that reads Cosmo, and at the same time provide a counter-message for her.

Even if it is a bait-and-switch, perhaps it is an effective one?

[Sandy]

BTW Wendy,

I'm looking at the outside back cover of "Sexy Girls" and the very top sentence in all caps is "IT WHAT YOU'RE SHOWING AIN'T ON THE MENU, KEEP IT COVERED UP!"

I guess your copy of "Technical Virgin" talks about limiting (or abolishing) the menu?! It sounds like TechV is designed identical to "Sexy Girls"; SG has photos on glossy paper going back maybe a hundred years of women trying to look sexy. It really is a beautifully designed book.

Sandy Taylor

[Linda]

well i felt the cover was perfect. I picked it up at a christian book store because it stood out. I was looking for a book for my youth girls about how they dress. The cover shows what to cover. But why is it bad to show your belly or chest is the question girls ask? well the book tell them why. MY youth girls responded well to the book and now are aware of what they are wearing and the message they are sending to guys and to all men. I love the book and the cover. its time to tell girls the truth about hip clothing and how bad they are. you guys need to give this to every girl and women. It woke me up as a youth leader and mom. Thanks Hayley great job.