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Personally, I think the cover has more to do with it than the content. However, this depends on the situation. If I'm browsing books online or in the store without looking for anything specific, a cover can and will sell me a book. If know the book I'm looking for and did the research on it, then I don't really look at covers while in the store. I'm just there to grab the book I want and leave. However, if I'm wandering around the store looking at books because I'm not sure what I want, the cover is huge.
Why?
It's the very first thing that grabs my attention and makes me pick it up read the add line and first chapter. Most of the time if the cover didn't catch my eye I wouldn't have picked the book up.
The content closes the sale but the sale could not happen without a nice looking cover since I wouldn't have picked it up otherwise.
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