Webinar, not long ago, reminded me of something I often forget.  The well-known entrepreneur, for years a main spokesman and marketer for Apple, described publishing an e-book as a powerful way to reach a particular audience.   You don’t do it, he said, for money or fame, that won’t happen.  You should do it out of a passionate interest or belief, and you do it to reach, educate and involve others who might share that passion.

The point is, you have to do some research first.  He sent his initial research query to his mailing list, 5,000,000 people.   In the end he got 49 willing to help him out.   Made me feel a little better about the 5-10% response rate I get from my much smaller mailing list.