The meal comes after you bait the hook.


Sometimes an analogy is needed to make a point. In this case, while talking about the return on a promotional investment, my very bright partner, Martin Brown, pointed out that while funds we'd put toward promoting a particular book (the worm) may have not gotten it in the hands of as many readers (the fish) as we'd hoped, but we were able to track those readers' purchases to the series as a whole. 

In other words, hook baited and fish caught — making for a satisfying meal (or, at least paying for a few.)

Here's to keep the line in the water,



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