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Referral and Marketing Tools Article:
"The Key To Creating Headlines That Sell Posted By : Robert Greenshields -"

E. Haldeman-Julius never wrote a book, but he knew how to sell them. He sold literally millions of books in the 1920s. If a title didn’t sell over 10,000 copies a year, it went to a place in his office called “The Hospital,” where Haldeman-Julius gave it a new title. It the book didn’t break through with the new title, it went to “The Morgue.”

One of his books was first called Art of Controversy. It sold less than the 10,000-copy minimum with that title. Haldeman-Julius resurrected the book as How to Argue Logically, and


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sold over 30,000 copies. The contents of the book did not change. All that changed was the title – and its sales figures!

 

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