From veteran author and writing coach, Dave Farland:
As a teen, I once read a fantasy novel that had a picture on the cover that showed a wizard fighting with some lizard men. I read the novel, and liked it pretty well, except for one thing: the mage on the cover was too old, and there weren’t any lizard men. I kept thinking, “It must come at the end!”
But the scene never did take place. At the time, I wasn’t familiar with the concept of stock art. I didn’t know that publishers sometimes bought high-quality artwork at a bargain rate to grace their covers, and then slapped the pictures on inferior books. So I learned to beware.
You see, every time a publisher did that, they engaged in false advertising. They promised their readers that a cool scene would appear, and it never did. I took it so far as to avoid reading any of the books offered under that imprint.
. . . .
As authors, we tend to make promises that are more subtle. I have seen stories come to me in in the Writers of the Future contest submissions, and on more than one occasion that author has promised, “This is the greatest story ever told.” I’ve even had authors send release forms, asking me to promise not to steal their ideas, etc. Most of us authors don’t take ourselves quite so seriously, but we do make promises. We just tend to be subtle about it.
Very often I’ll get a story in my manuscript pile that starts off being funny. It may be beautifully written. It might have an engaging conflict. But when I reach the end of the story, too often I will find that the humorous piece turned tragic.
The author promised me one thing on page one, but delivered its opposite at the end of the tale.
In fact, as a contest judge, I’m keenly interested in the promises that you make. If you tell me in line one that “Love is forbidden in hell, but Jonas Derringer had gone to hell precisely because he was a bad boy,” then you’re promising me a love story. If Jonas doesn’t fall in love by the end, I’ll reject your story.
Author’s make all sorts of promises. For example, if you start your story writing in a quirky English voice that promises me that you’ll take indecent liberties with the language, you’d better be consistent and end in the same voice. If on paragraph one you open with a gorgeous metaphor, one that shows creativity and a sensitivity to the language, then you had better be creative and sensitive all of the way through the tale.
Link to the rest at Dave Farland