BOOKS
10/25/2010 11:11 am ET Updated May 25, 2011

'The 4-Hour Workweek' Author Chose Title Based On Word's Success In Google

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).

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