Here's a fascinating case-study on how Timothy Ferriss, author of The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich, prototyped and tested various titles and covers for his book, by buying various Google AdWords (for the title), and sneaking dust-jackets onto various business-books at the local Palo Alto Borders and watching how people reacted to them (for the cover).
He took 6 prospective titles that everyone could live with: including 'Broadband and White Sand', 'Millionaire Chameleon' and 'The 4-Hour Workweek' and developed an Google Adwords campaign for each. He bid on keywords related to the book's content including '401k' and 'language learning': when those keywords formed part of someone's search on Google the prospective title popped up as a headline and the advertisement text would be the subtitle. Ferriss was interested to see which of the sponsored links would be clicked on most, knowing that he needed his title to compete with over 200,000 books published in the US each year. At the end of the week, for less than $200 he knew that "The 4-Hour Workweek" had the best click-through rate by far and he went with that title.
His experimentation didn't stop there, he decided to test various covers by printing them on high quality paper and placing them on existing similar sized books in the new non-fiction rack at Borders, Palo Alto. He sat with a coffee and observed, learning which cover really was most appealing.
CNN Money has found multiple whistleblowers from Wells Fargo who were willing to go on the record and report that they were fired in retaliation for coming forward to report the massive fraud in which Wells Fargo employees opened up 2,000,000 fake accounts in their customers’ names, raiding their real accounts to open them, then […]
Netsweeper is a litigious cyberarms dealer that threatened to sue the University of Toronto’s Citizen Lab when its researchers outed the company for its work in helping Yemen’s despotic regime censor the internet; later, the company dropped its lawsuit.
Part of the economic argument for free trade deals is that they benefit workers by producing cheaper goods — even if you lose your manufacturing job, you can buy stuff a lot cheaper with the next job you get.
Evan Kimbrell, founder of the digital agency Sprintkick, recently released a series of online courses that feature some of the best advice we’ve come across. These courses are well worth your time, and will save you from making many typical mistakes down the line if you ever want to start your own business.With this Business […]
Handy is the most convenient solution we’ve found for booking a house cleaning at the last minute, and they do a really great job. It’s as easy as heading to the site, selecting a date and time that works for you and the number of rooms in your home. We’ve even scheduled emergency cleanings as soon as the following day. […]
With all the new amazing games and consoles out there, we still can’t help but have a soft spot for old school staples. From Super Mario to Mortal Kombat, classic games just never get old. Which is why we’re so excited to relive the nostalgia with our newest deal in the Boing Boing Shop: The Complete SNES […]