Do you wanna know how to outsell Harry Potter and The Da Vinci Code on Amazon?
Write a book called What Every Man Thinks About Apart From Sex.
Except, don’t actually write anything. Fill it with 200 blank pages and reap the benefits of mocking manhood.
That’s what Sheridan Smove did, and his book has steadily made its way up the Amazon charts, breaking into the top 750. Smove is a 39-year-old Oxford University Psychology graduate. He once tried to change his name to “God” and also sells a bath product called the Martin Loofah King. It took him nine days—from idea to publication—to get the book published.
“What is wonderful about it is that people want to laugh,” he says of the book.
As we’ve written about many times before, the image of the dumb dude sells. If you’re producing something that makes guys look like idiots, you’re probably gonna make money. It’s either that or the hyper-manly Old Spice guy and the rock-climbing, tequila-preferring Dos Equis man. There’s no in-between.
No one wants to read a book about what guys actually think about—apart from sex—because, well, that would be a really boring book. And it should be. Right now, I’m thinking about cardboard. Other times, I think about mayonnaise. That’s some pretty damn boring stuff. The point is: as obvious as it should be, guys think about everything from the mundane to the intricate. But that’s not what anyone wants to hear about. We want and we consume men as caricatures, not reality.
Which is why a guy can make money by binding 200 blank pages together and calling it a book.