Don’t plan books to be printed without marketing liaison and don’t mishmash and cross publics when marketing books. Don’t market with generalities; marketing is aimed at specific publics. And above all, don’t downgrade or put black PR in books. Also, don’t hit at allies to upset them. This is a theta line. Make it theta all the way. If any black PR is done on it, it is only to blow enemies off it. But the theta in these works, all by itself, will blow the enemy away.