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Fitting Your Platform to Your Market

Determining the mix of your audience allows you to plan your platform accordingly.
For instance, if you’re a chef who has written a “10-Minute Meals for One” cookbook, you may have to go beyond your network of chefs to build a platform to make your book a bestseller. You need to target people who will benefit [...]

Putting Your Shoulder to the Wheel

Numerous book and publishing-related articles are sent to my Twitter account each day. Here are some of the headlines as I toggled through the first couple of pages late one night:
iPods and iPhones: death for the book trade
Harry W. Schwartz Bookshops to close
Books: Will big names lure readers?
Barnes & Noble Announces Elimination of Corporate Positions
Publishing Sales [...]

Qualified Answers to Persuasive Architecture

Information Architects have weighed in on my discussions of Persuasive Architecture. This reaction is typical: “Basically, good IA [Information Architecture] and good design combined with a sensible business approach will lead you to success. No big news there.”
I have tremendous respect for Information Architecture (IA) as a discipline and as a profession. But I’m going [...]

Determine Your Platform Size

Your goal is to have a sizable marketing platform. But will you sacrifice quality to achieve size? You need to determine the mix of your audience before you can develop your platform to attract that audience.
When you host a business event, such as a cocktail party, you decide on the guest list along various criteria. [...]

The Art of Artistic Survival

The Art of Artistic Survival
My head sank backstage at Dallas’ Club Galaxy in November, 2003, just before our featured performance. A decent-sized crowd of two hundred, most of whom had never heard of us, awaited the arrival of “Spoken Groove.” None of them dismayed me as much as the $3700 promotional failure that would soon [...]

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