Week #25 Jason Fox – Life Under Fire


This week’s blurb breakdown is Jason Fox’s, Life Under Fire.

Published in April 2021, at the time of writing it was number 13 in the Defence Strategy & Research catergory in Amazon UK charts.

Here’s a screenshot of the Amazon sales page…

Here’s the Amazon link for a closer look.

Let’s break it down…

Let’s start with the subtitle:

The Sunday Times Bestseller – Build Inner Strength and Thrive Under Pressure

They’ve gone straight for the jugular by putting a social proof element in the subtitle. Now, I’ve only done a super brief keyword research in Publisher Rocker on the phrase ‘Sunday times bestseller. It doesn’t get that much volume, with an estimated <100 searches a month. Which leaves me to believe this is here more for the social proof than an SEO strategy.

The second part of the subtitle is a straight up benefit. It’s the core promise of the book and tells you exactly what you’re getting.

Ok, on to the opening of the blurb proper.



THE EXTRAORDINARY SUNDAY TIMES BESTSELLER.

Take control of your life, build resilience and learn to thrive in any situation with the powerful and inspiring new book from the number one bestselling author of Battle Scars.

This opening repeats the subtitle and adds a little more flavour to it. But…it’s a long sentence if you read it out loud. They have layered in more social proof elements, and added novelty (‘inspiring new book’), but it could do with a trim or being broken up after the word ‘book’.

Right, first paragraph…

In Life Under Fire, ex-Special Forces Sergeant Jason Fox shows you how to build the strength of mind and the resilience of an elite soldier.

The sneaky repetition of the title helps us to remember it. Then there’s the positioning, reminding us of Jason’s former career, one that few men choose, gives him status and credibility. Then we have another repetition of the main benefit of the book – building strength of mind and resilience – to really hammer home what the book is about.

I almost missed the subtle phrase at the end, ‘of an elite soldier’, as it’s just a few words but it reinforces his status, and tries to open a curiosity loop.

Ok, on to the next..,

Recounting stories from high-stakes operations and expeditions, Foxy draws on the practices of the British military and the skills he developed during his career to show how to respond positively to life’s challenges. Using battle-tested techniques, he explains how to find true grit in life’s difficult moments, and how to ensure you have the inner strength to thrive in any environment.

We all love a good story and because there’s a high level of secrecy about what it’s like in the British military, we’re compelled to want to know more. The book is called Life Under Fire, and they do a great job of continuing that theme throughout the description with phrases like high-stakes and battle-tested.

This paragraph is presenting the main sales argument and building the desire to hit ‘buy now’.

Last paragraph:


Whether you’re under emotional pressure or facing physical challenges, this book will equip you with the tools you need to overcome obstacles and excel in adversity.


This final paragraph is partly addressing an objection – this book isn’t for me – and partly a soft call to action by, again, calling out the benefit of the book.

That’s it. There’s no social proof sandwich. In this case, I don’t think it needs it. It keeps Jason’s status front and centre – as well as the benefit. There’s only that long opening hook that I’d suggest tweaking. Other than that, it’s a solid job.

What do you reckon?