In this episode Dean & I talk about the importance of your book title and how to amplify your success by using some of the ingrained human triggers talked about in Robert Cialdini's new book Pre-suasion.

By selecting a title that allows someone to identify themselves as a potential client, 'it sounds like this book could help me...' and using the title and subheading to plant the seed of the solution you can offer, you'll not only start to identify previously invisible leads, but also begin to predispose people to engage in a conversation with you.

'The Adult Acne Cure' and 'Email Mastery' both begin to offer the benefit of the solution rather than just an improved process.

One of the most successful campaigns we've seen moves people from the below Email Mastery ad, to the book, to an email conversation... All perfectly congruent with the message of mastering email and building value at each stage.

Ad offering value.

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