Attract or dissuade?

Writers are expected to do everything under their control to attract the prospective buyers of their books. That includes the print, paper, packaging, get-up, cover, catchy title, images et al. But read this different insight from the foreword by Len Deighton to his “Spy Story“:

Like all writers I always worry about titles and covers. I have always believed that the principal object of both should be to deter people who won’t enjoy the book from buying it. Only secondary is the aim of attracting the reader who will like it. My reasoning is that one disappointed customer will go round making far more noice than anyone who liked it.

Interesting, eh!

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