This is a well-conceived and well- written book on an important subject. It is engaging and easy to read. The illustrations augment the text in ways that increase the fund and also the understanding.The book proceeds from a more general, theoretical framework to specific, highly practical guidance.The qualities that make this a good resource for content creators include:• The differentiation between manipulative marketing gambits and marketing designed to discover and serve the real needs of buyers. “Which do you want, to become trendy or trusted?” (p. 39)• Memorable imagery and language. For example, the author uses the phrase “magnetic brand identity” to convey the need to target a specific audience, which is attracted to your product or services, and to repel those for whom it is not a good fit. This image coupled with a great drawing gets a point that many marketing professionals make again and again but in a less memorable way. Another example is the phrase “credibility marker.”• Succinct but powerful discussions of common problems faced by online creators. For example, the author includes a forthright and honest discussion of the imposter syndrome and how to overcome it without being a fraud. There is a chapter on writing great headlines. The book is filled with practical suggestions. This book contains a complete program that would cost thousands of dollars to get in personal instruction and assistance or even as part of a group or community. It’s your Baedeker Guide for serving others by turning your experience and expertise into useful digital resources (blogs, courses, podcasts, webinars). And the book also shows you how to make this work sustainable by getting paid. Finally, it’s yours for only $9.99. So, if you have access to a computer of any kind and you’re in or want to be in the insight sharing business, you should take advantage of this book.
