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.
In Millionaire Migration and the Taxation of the Elite: Evidence from Administrative Data, Stanford sociologist Cristobal Young builds on his substantial research on “millionaire migration,” to show that only a small minority of millionaires move when local taxes go up — far too few to represent a net loss to the tax coffers.
Many years ago, EFF co-founder John Gilmore and I were discussing the prevalence of botnets, which are commonly used to launch distributed denial of service (DDoS) attacks that overwhelm websites with floods of traffic; John said that if the botnets were really on the rise at the reported rate, we should expect to see a […]
We’d all love a 75-inch TV screen on which to view our favorite shows. But not all of us can drop the cash needed to get one of those broadcasting beauties (or even have the space needed to house them).Thankfully, there’s an alternative. With the SainSonic Mini LED Portable Projector (only $59.99 in the Boing Boing Store), you can project a picture […]
If you want to add some real firepower to your programming repertoire, learn Java–one of the most adaptable, widely-used programming platforms around. You can easily do that with this Ultimate Java bundle, now just $69 in the Boing Boing Store.Across 14 lectures and 117 hours of content, the educators at online academy eduCBA will walk you through […]
Every company wants to harness the power of social media, but few understand how to make that happen. Be one of those select few with this Social Media Marketing Course & Certification package, now just $29 in the Boing Boing Store.Over 12 modules of course material, you’ll learn what it takes to increase a brand’s […]