Book-Marketing Tip of the Day – August 26, 2019

"Most people tune in to a radio show to hear more of something they already know… The listeners want to be surprised, but they want to be surprised by the feeling of familiarity." Derek Thompson in his book, Hit Makers. Similarly, a good headline (in a press release or ad) is not overtly familiar, but rather a welcome surprise expressed and understood by its intended audience. It should make a promise to advance the knowledge or well-being of the recipient.