Bike touring can mean a lot of different things.
For months I agonized over what I really wanted to say in this book. I wondered whether it was even worth putting out there.
I know I didn't want to write another travelogue. I hope if you'll read it you'll set out on many glorious journeys of your own, but I can't expect you to care very much about mine. I tried to serve up nuggets of history, tips, and suggestions seasoned with a sprinkling of local color and personal experience.
What finally came out was a big surprise.
The rest of this post is about how I did it. If you've ever thought about writing a book of your own, the rest of this post might be useful. If not, then you can skip it. Save your time, and go for a bike ride instead.
How to Select a Best-Selling Title for Your Book
I had a lot of things I wanted to say in this book, so it was easy to come up with over a dozen titles. The first step was to narrow it down a bit, so I talked to a lot of people and threw out the titles they thought were the worst.
I finally pared it down to these three, which are pretty straightforward:
Biking the Appian Way
Biking via Appia
Biking Rome to Brindisi
I paired each one of these with a subtitle, and repeated them without the word "biking."
Next I created a google adwords campaign.
If you've never done this, it's pretty simple. You start by picking a batch of keywords. I used things like "bike touring Italy" "ancient Roman roads," and the names of various cities and towns along via Appia.
Once you have your keywords, you create your ads, which have a main headline and two subheadings. I simply used my titles and subtitles, and I was good to go.
When people search for your keywords, a lot of them will see one or more of your ads (Google shows them at random). You get data showing how many times an ad was seen, how many clicks it got, plus a lot of other useful information.
One title and subtitle of mine got nearly twice the clicks of any of the others. Within days, I had a winner:
Biking Rome to Brindisi: How traveling the ancient via Appia saved me from a life of quiet desperation
If you want to read the pre-publication edition, contact me by leaving a comment below.