198 You Have a Book in You and- take of conversation before anyone will buy into you as an author. Your 昀椀rst task is to be an interesting per- son; on the Internet, that means knowing the rule of the medium and using them. Maximize Your Marketing Advantages Before the Internet, mass marketing was dominated by big companies and powerful organizations. It took a lot of money to buy advertising time on time on the major TV networks—much more money than was available to individual entrepreneurs. 吀栀e networks carefully moni- tor how many people watch their programming, and the costs of marketing are priced on that basis. 吀栀e more people watching, the higher the cost to the marketer. It’s a di昀昀erent ball game on the Internet, especially on the social networking sites. Nothing is less e昀昀ective on Facebook than the conventional marketing that has dominated other media. Here, for the 昀椀rst time in history, the little guy has the advantage! 吀栀e trick is to maintain that little guy identity at the same time as you’re working to realize your biggest dreams When Push Comes to Suck In earlier forms of marketing, the hard sell could some- times be e昀昀ective. A marketer who wouldn’t take no for