Friday, 12 October 2012

Buying Adwords & Crowdsourcing your Book Title

I really dont rate the book (The 4-Hour Work Week), but I really love this case study.  I was chatting to someone the other day and they hadnt heard of it, so I have decided to lay it down for people's reference.

So the idea kicked off when Wal-Mart vetoed his original title: ‘Drug Dealing for Fun and Profit’ because it was too contentious.

Tim Ferris took 6 prospective titles for his first book, 3 of which were:

  • 'Broadband and White Sand', 
  • 'Millionaire Chameleon' 
  • 'The 4-Hour Workweek'


He then setup a Google Adwords account, bidding 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 200k books published in the US each year. Within one week and 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.

Lastly, Ferris 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.
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