Stephen Baker

The Boost
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Facebook ads: Scary stuff wins

July 3, 2014Marketing the book


See that scary looking ad? I've been dabbling in advertising on Facebook, trying different images and ad copy. And I'm sure it comes as no surprise that the most menacing graphic and message gets by far the most clicks.

The issue for me is that I don't view the future in The Boost as especially terrifying. It's simply the future. Sure, there are aspects I'd rather do without. People can send headaches to each other, journalism no longer exists within the borders of the United States, people eat tasteless pellets and flavor them with brain apps, etc etc. But there's still love, laughter, jokes, and above all, hope. Life goes on. 

But when it comes to selling the book, dark wins. 

I've faced this issue before. The Numerati attempted to portray a balanced view of Big Data. Yes, there would be privacy issues. But governments, corporations, and doctors would stop treating us like herds. Data, for example, would bring us personalized medicine. But the scary stuff sold. When it came time to publish the book in paperback In the UK, my publisher actually changed the title to the menacing "They've Got Your Number."  (The New York Times used the same headline in its review of the book.)


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The appeal of virtual
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