Why are some book titles so incredibly long? A caller complains about book-title inflation, usually consisting of a shorter title followed by a colon and a longer subtitle that seems to sound important and ends with the words “and What To Do About It.” Grant explains that such extra-long book titles have long been a form of search optimization by publishers and marketing departments. The more searchable keywords in the title, the more copies sold. This is part of a complete episode.

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