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Tucker Max (@tuckermax) is best known as a self-proclaimed "asshole." He has written three NUMBER ONE New York Times best-sellers, including "I Hope They Serve Beer in Hell." He is only the third writer EVER to have three books on the nonfiction best-seller list at the same time. Tucker is a book marketing GENIUS, and it shows in this interview. Since I've been trying the crack the positioning code for a new book lately, it was such a privilege to get Tuckers insights on what makes a book successful. As Tucker will dissect for us, there's a big difference, psychologically, between an article someone will click on and read on the web, and a book that they will dig into their pockets to pay for. It's absolutely essential to understand this if you plan on writing a book. By the way, this psychology is relevant to the conversation I had on episode 21 with Nir Eyal: just think of how differently Facebook would be designed if you were PAYING for it! Anyway, Tucker is using his book marketing Jedi-mind tricks to run