The Ten Ways - Announcements

The announcement is the classic approach to direct mail - you have a product and you put up a notice to say that it is for sale.   A typical headline might be:

China: the capitalist revolution

By simply stating the title of the book, the publisher says, here it is, take it or leave it.   Or course, there will be some words about the book underneath, undoubtedly telling us about the authority of the writer and the issues raised - but from a headline point of view it is take it or leave it.  There is no question of selling anything - no benefit, no reason why I should buy this book rather than another.

It is reminiscent of being in a land where there are shortages. I lived in Algeria for a year, where cheese was always in short supply.  When it came in the most one ever saw was a sign that said "Cheese".  No one put up a sign saying "Best cheese in town", or "The choicest Camembert" or anything like that.  You didn't have to because there was a shortage.

But there is no book shortage.

Let's imagine that China: the capitalist revolution is a book which fits in well with a modern history A level course.  Then, if nothing else, it would help to put a headline that says "The most up-to-date A level analysis of capitalism in China."   Hardly a perfect headline, but certainly better than just putting up the title.

In fact, virtually anything is better than a straight announcement.