Taglines sell books…

…just as headlines sell newspapers.

One thing I’ve learned about self-publishing is that the quality of your book often does not determine how well it sells.

Marketers always sell the sizzle — not the steak. And no one knows this better than the headline writers at the New York Post.

Two billionaires — Jeff Bezos of Amazon and the Washington Post and David Pecker of the National Enquirer — have a spat. Bezos complains that stories in the National Enquirer are politically motivated. The Enquirer tries to blackmail Bezos with sensitive information when Bezos decides to publicize the information himself.

If Bezos wasn’t afraid of the blackmail threat. was there even a story here? Let’s see how the New York Post covered it…

New York Post Headline: Bezos Exposes Pecker

Genius.