If you want to build a ship, don’t drum up the men to gather the wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea. — Antoine de Saint-Exupéry
And, if you want to sell books, don’t drum up humdrum followers. Teach your fans to yearn for what your book offers. Teach them to yearn for your knowledge, your experience, your entertainment, your passion.
Teach them to yearn for their own passion. Show them that your book fulfills that passion.