In the marketing world, the phrase “passion brand” refers to a product that has a passionate following among its customers. In addition to being loyal to the product, the customers also personally identify with it. If necessary, they will expend the time and energy to defend the product when someone criticizes it. The ownership of the product becomes a statement in and of itself — a statement that the customer has achieved a special status because of their affiliation with the product.
In January of this year, I celebrated the 35th anniversary of opening my law practice. I started my law practice in 1983, when I was 25 years old. I was able to find an office and generate business by following the advice that was given in the book, How To Open Up Your Own Law Practice Without Missing A Meal.
You may have heard of Rick Warren, the author of the book, The Purpose Driven Life, which has sold more than 30 million copies worldwide. Warren is the Evangelical Christian pastor of Saddleback Church, which is located in Lake Forest, California. Saddleback Church has more than 20,000 members and is the eighth largest church in the United States.
Last week, I wrote about the importance of practicing healthy paranoia. The definition of “paranoia” is “a tendency on the part of an individual or group toward excessive or irrational suspiciousness and distrustfulness of others.” My definition of “healthy paranoia” is “the intentional practice on the part of a person to be reasonably and rationally suspicious and distrustful of people who the person is not intimately familiar with, so the person can guard against unanticipated surprises and dangers.”
Not very many people know this, but the plot of the original Action Comics story of Superman, created by Jerry Siegel and Joe Shuster, was eerily similar to the nonfiction “story” of the life of Jesus Christ. When you compare the story of Superman with the life of Jesus, you can see the similarities.
I’m currently in the process of putting the finishing touches on a book that I’m writing. The content of the book is based on the Catholic faith. My plan is to publish the book later this year. Because this is my first book, I’ve been trying to set aside time each week to learn the best way to publish and market the book.
Last year was the 80th anniversary of the publication of the book, Think and Grow Rich, by Napoleon Hill. The book, which was originally published in 1937, has never gone out of print. In other words, at any time during the past 80 years, a person could walk into a bookstore or, in recent years, go on the internet and purchase the book. Very few books have ever succeeded in remaining in print for 80 years.