Let’s say, just hypothetically, that you wanted to learn how to bake a cake. So you go to the bookstore and you have a choice of two books. There’s a generic yellow book that is part of a series:
And there’s another book that stands by itself… it doesn’t look like a part of a series.
If you had no other information, which would you buy?
American audiences, generally, don’t trust series. They tend to believe that they want the best baking book, period, not whatever baking book comes in yellow. When they see a shelf full of yellow dummy books, they mostly say, “yeah, a bunch of second-best books.” …