If you want to build a ship, don’t drum up people together to collect wood and don’t assign them tasks and work, but rather teach them to long for the endless immensity of the sea. — Antoine de Saint-Exupéry
You have to teach people to long for the thing you want them to do. You can’t drum up excitement and hope it helps you to sell books. If you want people to read your book, teach them to long for what you have to offer through your book.
It is in the longing that fans are made. It is in the longing that sales outlets feature your book. It’s in the longing that word of mouth really begins to happen.
Most authors make the mistake of drumming up business (as if they were sign twirlers standing on the corner), when they (and you) should be creating an incredible longing, a passion for what you do, a tribe so enthused they sell your book for you.
Stop drumming and start dancing! You know the longing that made you want to write your book and share it with the world. Pass on that longing. Stop selling. Start leading the way!