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.
Lax enforcement from the SEC has allowed the biggest companies in America — 90 percent of the companies in the S&P 500, led by the faltering energy sector — to ignore the “Generally Accepted Accounting Principles” (GAAP) in presenting their financial information to investors, manufacturing nonexistent profits in quarters where they suffer punishing losses.
Reuters reports that VW is about to tell the federal judge in San Francisco in charge of its case that it will offer to buy back nearly half a million of its diesel vehicles from owners who were deceived about the cars’ emission standards and performance when the company engineered its cars so that they […]
You never know when new projects, ideas or opportunities can drop into your lap at a moment’s notice. That may require you to learn a new programming language like Python. Or maybe you need a primer on 3D game development. Or you might realize you could use a serious brush-up on iOS mobile creation.Point is, […]
Isn’t it about time to stretch what your Mac can do? I mean, you’ve got plenty of great programs now…but don’t you think you could use some new tools to get your creative, analytical and organizational juices really flowing? It’s spring, so we cleaned up a whole bunch of super-cool apps lying around and packaged […]
In the world of app development, there’s no greater arena to find success than with Android users. About 80% of the smartphones in use today worldwide operate on the Android operating system, so if you build a great app that Android users love, you’re an international rock star. You’ll be able to make sure your […]