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.
64) The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich
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.
Mark Zuckerberg says it doesn't matter how creepy and terrible his company is, because you agreed to let him comprehensively fuck you over from asshole to appetite by clicking "I agree" to a tens of thousands of words' worth of "agreements" spread out across multiple webpages; when questioned about this in Congress, Zuck grudgingly admitted […]
Flickr exists, in part, because I needed a photo-sharing tool to help me woo my long-distance girlfriend, who later became my wife, and whom I've been with now for 15 years -- so I have watched the service's long decline and neglect at the hands of Yahoo, and then its sale to the loathsome telco […]
Wells Fargo defrauded 800,000 car loan borrowers, forcing 274,000 of them into bankruptcy and stealing ("wrongfully repossessing") 25,000 cars; they also ripped off mortgage borrowers by failing to send them their paperwork until after the deadline for filing it and then fining them for not filing it on time.
Total versatility isn’t something you’d typically find in a telescope. While magnification tech has come a long way, most telescopes are designed to either gaze upon the stars or view the landscapes beneath them. The Omegon Maksutov Telescope MightyMak 60 lets you do both, and thanks to its compact design, you can easily incorporate some sightseeing into […]
The web is an invaluable tool for connecting small businesses with their target audiences. However, when it comes to building a website and marketing online, the learning curve can be steep if you’re doing it on your own. The WordPress Essentials Lifetime Bundle can help you out by getting you up to speed with the platform […]
Most of us understand that when we visit a website, we’re subjecting ourselves to surveillance by trackers. And, while these tools are usually used for innocuous purposes, like determining which ads to show you, they can be leveraged for much more nefarious goals, and they have the potential to tank your browsing speed as well as […]