Your product or service may be the equivalent of a best-selling book. But is the cover letting you down?

One of the very first cooking shows on television was The Two Fat Ladies. For 24 episodes between 1996 and 1999 — long before the sophistication of Masterchef, My Kitchen Rules and the other contrived cooking shows that now pervade free to air television, Clarissa Dickson Wright and Jennifer Paterson charmed their audiences with their…