Because their promise is legible at thumbnail size and mine isn’t: Yes, a sufficiently motivated customer could figure it out by reading the subtitle text down below. But most people don’t. Most people just insta-click the first cover that looks relevant, which almost certainly isn’t mine. This also impacts your ad campaigns. One of the reasons that we advertise for The Workshop Survival Guide and not The Mom Test is that nobody can figure out what The Mom Test is about by just glancing at its thumbnail. Whereas the promise of The Workshop Survival Guide is crystal clear, even when small: You
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