Hi, Esther here. I recently told the desk clerk at the Sedona resort that this trip was a retreat to crank out a few book chapters. “What’s the book about?” the woman asked politely, as she marked down one more order of chocolate brownies in the accounting ledger.
It took remarkable self-restraint to avoid answering, “About 300 pages.”
“It’s about Twitter marketing,” I finally said.
“Oh! I need to read that!” replied the absolute stranger, with surprising intensity and urgency.
Over the months that Brett and I worked on this book, the hotel clerk’s response was one that we heard repeatedly. And no wonder: Twitter mystifies many people, especially those who hope to use it to attract new business, build connections with customers, ...