Most books require active, ongoing marketing to grow. However, a rare few are useful enough to benefit from strong word of mouth and timeless relevance, growing automatically year after year. Instead of trying to figure out how to market whatever book you happened to write, a book can be intentionally designed and refined toward maximizing word of mouth and back-catalog potential. You probably can’t write the world’s best book about a huge topic for every type of reader. Decide who you’re serving and how you’re helping them, and then write just for them. Better to be loved by someone than
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