on The Book Designer:

If you’re an author in today’s cut-throat competitive marketplace, you need every advantage to convince readers that they should spend their time and money with you versus the millions of other authors.

One of the best ways to do that is by becoming an expert in one or more topics that tie into your book, and then promoting that expertise everywhere.

This remains one of the biggest missed opportunities I see among those who write fiction or nonfiction.

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