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If it's a new author to me, then someone else's enthusiasm is the biggest factor. This can be a bit of buzz on here or on twitter or whatever, or it can be a personal recommendation from a friend, or an award nomination, or it can even be blatant promotion by the publisher, as long as I know that's what it is and feel I can gauge how genuine it is. After all, someone at the publisher liked the book a lot somewhere along the line.
I don't think there's anything a random single book can do on its own to draw me in. I don't take anything the book's amazon page says at face value, and I have way too much to read to take a flyer on an unknown quantity. Maybe if I found the concept particularly intriguing I might look at the sample.
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