Scott EmpringhamAI Marketing Strategist | Helping CEOs Scale with AI

🔥MARKETING CASE STUDY🔥

11 Aug 2022 · 1 min

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The video (uploaded by Scott Empringham) presents a marketing case study about how changing a book’s title — without altering its contents — transformed a commercial failure into a bestseller. In 1982 Nora Hayden’s book Astrological Love sold roughly 2,000 copies and remainder stock was sold for about $0.99; a New York publisher republished it under the new title "How to satisfy a Woman every time and have her beg for more," and the retitled edition sold about 2.3 million copies in the first 18 months. The speaker uses this anecdote to argue for the power of headlines and urges creators to replace/delete underperforming videos and craft attention-grabbing titles.

Questions this video answers

1982

About 2,000 copies

Approximately $0.99 per copy

"How to satisfy a Woman every time and have her beg for more."

About 2.3 million copies

Chapters

In 1982, Nora Hayden released a book called Astrological Love and it was kind of a flop. It only sold about 2,000 copies. She had to sell the leftovers to discount bookstores and flea markets for about 99 cents a copy. It was there that a New York publisher stumbled across the book, bought it, read it and had a big idea. He called Nora, bought the rights to the book and republished it. He didn't change one word inside the book, not one. But you know what he did change? He changed the title. How to satisfy a Woman every time and have her beg for more. Same book, same words, different title. How did it sell 2.3 million books in the first 18 months became a New York Times bestseller. In a cultural phenomenon, don't believe me how powerful headlines could be. Then delete one of your previous videos that didn't do so well. Create an irresistible attention grabbing headline and watch what happens.