Originally Posted by DeadMoneyWalking
Well, the revolver is better than the 40th pic of someone squeezing pocket aces.
Does anyone know why HEFAP has a horrible suckout on the cover?
It's a long story....
Basically, when 2+2 was starting out, they had cash flow problems like every other new business.
Mason wanted to increase the pricing on the books, but David said that the proposed $65 per book tag would kill the golden goose (DUCY?)
So, Chuck Weinstock, who hosted the original 2+2 website, came up with the brilliant idea of these covers. The guns drew in the "Wild Wild Poker West" romantics... and the suckouts sucked in the donkeys, who thought they'd finally found the Holy Grail that would justify their play.
Now, for the brilliant part- both groups, once they got smacked in the face by the dense writing and the flyaway bindings, would immediately throw away the books shortly after reading them.
Within a few months, after donating thousands more at the tables, it dawned on them that "hey, maybe that book had something I could use after all!"
So, they bought it again. Presto!- doubling sales while keeping book prices within reasonable ranges. (I think this eventually led to Chuck's getting a Nobel Prize in paperback economics.... at least, I think that's why he retired from the book retail end.)
BTW, that was also the origin of the company name. Chuck's idea was the key to the resulting fortune for certain people (allowing David the freedom to become the "eccentric" that he is today.... and let's not talk about Ray Zee). But, the "1+1" marketing plan didn't really sound elitest enough... so one day Mason was playing around with it, and realized that multiple purchases equaled a fortune....
... and there you have it- the secret insider's code: 2+2= 4