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As an author, it’s your responsibility to reach your target audience in a direct and intimate way. Your job is to know your readers. For non-fiction, you need to answer their questions and solve their problems. For fiction, you need to entertain, inspire, and surprise them. 

Your book is a performance and you are an entertainer. It needs to engage and create a buzz. Give your readers bites of information or exciting ideas that they can talk about with their friends.