Issue 72 - 05 | THE FASCINATION FACTOR (and how you can use it to write books)

By Mark Levy
Published July 6, 2010 5:00 p.m.
“One of the hats I wear is that of writing coach. I guide businesspeople in writing books. During a typical first session, my client isn’t sure what their book will be about, but they take guesses.

They tell me about what they think the marketplace wants, what they believe they can sell, and what might elevate them to guru status. They start tossing around premises. I stop them.

Books indeed need readers, so thinking about audience is important. Books also help writers achieve career goals, so thinking strategically about how a book can advance one’s business makes sense.

But looking at those things too early leads to a bland book. Why?”

About Mark Levy | Mark Levy is the founder of Levy Innovation, a marketing strategy firm. David Meerman Scott has called him “a positioning guru extraordinaire,” and Debbie Weil referred to him as “a horse whisperer for writers and business thinkers.” He has written for The New York Times, and has written or co-created five books. His latest is a revised, expanded, and re-subtitled edition of his bestseller, Accidental Genius: Using Writing to Generate Your Best Ideas, Insight, and Content. Mark also creates magic tricks and shows. His work has been performed Off-Broadway, in Las Vegas, and on all the major television networks. Visit him and read his blog at

Related Books

Art in the Age of Truthiness
Hardcover  (9783791352350) 
Published 08/2012  by Prestel Publishing 
Price: $39.95
Using Writing to Generate Your Best Ideas, Insight, and Content (Revised, Updated)
Paperback  (9781576750834) 
Published 01/2000  by Berrett-Koehler Publishers 
Price: $13.56
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