On a cloudless April Saturday, as the Sun began its descent below the horizon, seven college students discussed their plans for the evening. One suggested that everyone bring their refreshments of choice and stand in front of their dorm. Another added that if they were having fun, it would attract passersby and the conversation could grow into a small party.

As one of those students, I heartily agreed with the idea. It was an interesting, inexpensive experiment in human nature.

The result was not what we expected. The gathering had become a party, but then the party became an event. Seven students, merely enjoying the fellowship of friends, soon begat a crowd of over 200. Some who arrived much later brought music, ordered pizzas, and even started a basketball game on a nearby court.  

Simply put, humans are attracted to the right branding, which in this situation was a lively and welcoming social scene. People want to join a successful venture, even a simple, one-night party.
Whether in ghostwriting, editing, or newspaper publishing, the lesson of that long-ago April night has become a pillar of my career.

Events, businesses, and publications succeed by inspiring their audience to covet what they offer. Whether it’s a business how-to book or a family memoir, the title, cover, and stories are crafted to entice the reader to enjoy the read.

As the party continued, some of us walked to the second floor and looked down through a window at the party we had created. 

It was a small-scale success, but a meaningful one.  

Today, the goal of every book project is to enjoy that same type of satisfaction from a project as appealing as it is informative.