When is it OK to judge a book by its cover?

When the book title is as dead-pan funny as the one below. Creative Director Alvin Chia rummaged through the bargain bins at Borders to find this book and was instantly won over by the way the title worked the opposite concepts  New/Dead in such a clever way.

In writing marketing copy, it’s always worth visiting this age old formula because sometimes, the only way to define yourself,  is to go to the other extreme and compare with what you’re not. And by the way, the book is also a good read, so go check it out.

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