a single source, nothing corroborates it

Mock up a physical edition of a digital thing

A rendered cover and spine persuade even when the reader knows no such object exists, because the image answers questions the copy would have to spell out. A slim binder reads as an afternoon's read and a thick one reads as a reference work, so the mockup sets expectations about length before a single word is read.

The method

1. 01

   Let the mocked-up binding communicate length: a thin binder reads as a quick read, a thick spine reads as a reference work, with no copy required

2. 02

   Mock up a physical edition of a purely digital product and put the image on the page; the tangibility does the persuading even when readers know it does not exist

What it returned

• Sacha Greif's binder illustration told Nathan the book was under fifty pages; his own illustration signalled a thick book

• Both authors used Photoshopped book images; Nathan had not noticed his mockup was bound the wrong way round relative to the real file

Sources

• $39k in eBook Sales Part 2: Design, Testimonials, and TrafficNathan Barry · nathanbarry.com · Transcript · 2012-10-08