Marketing Your Best Seller 113 Whether you’re giving away one chapter or sending out a 昀氀ashbook, you want certain responses from the people you contact. You want them to buy your book. You want them to give you their email address so they become part of your database. And you want them to keep coming back and telling all their friends to do the same. For most enterprises, 80 percent of their business is return customers. 吀栀at means that you, the seller, will create a meaningful, ongoing relationship with your customers. Whatever you choose to give away, it needs to be something people can download easily and enjoy immediately. It should also tell people how they can purchase the rest of the book and sign up for your free newsletter. If you do this correctly, the value you provide will create lasting and trusting relationships with your customers. Create a Newsletter I mentioned that having a customer means having a rela- tionship with that customer, and there is no better way to accomplish this than to create an email newsletter. 吀栀e sites today are very a昀昀ordable, and they manage your database as well as your newsletters. You might even have signed up for a few email newsletters yourself. Some of them are extravagant and o昀昀er tons of bells and whis- tles so that you can see how many people opened your