Dan Poynter offers these important rules when it comes to creating your book cover.
Rule # 1: Draft your cover sales copy first.
In order to focus on who your book customers are and what you plan to share with them, write the first draft of your book-cover sales copy before you write your book. Think about who your primary audience will be and list the benefits of your book. Tell the bookstore browser what is inside and how your book will help them. Your back cover will make an excellent outline. Then write your book and deliver on your promises.
Drafting the cover copy will make the book writing easier because it will enable you to focus on your readers and provide you with a list of what you plan to tell them.
Rule #2: Do not leave the writing of your sales copy to someone else.
Book cover designers can do a terrific job a laying out the package and incorporating the illustration, putting it all on disc, and sending it to the printer - but someone must draft the sales copy. That someone should be you. Publishers are notorious for writing weak copy. So, do it yourself - and be assertive!
Rule # 3: Do not put your photo on the front or back cover.
Your book cover is prime space, and there is not much of it. The front cover is your billboard - make it attractive. Your back cover is for sales copy - make it convincing. Don't put anything on the cover that will not sell the book. Unless your face is recognizable because you are a politician, movie star or other high-profile person, leave it off the cover.
Your author photograph should be in your book. Your readers are investing their time and money in you, and many want to now who is talking to them. Put your photo in the front matter on the "About the Author" page. Thank write a whole page about yourself.
So forget the ego trips, you book cover should be used only to sell your book.