: Settle discusses building a "cult-like" following (which he previously did with his "elBenbo’s Lair" Facebook group) by using social media to make people "frothing-at-the-mouth" to buy. Availability and Format

: By taking strong stances, you attract high-quality customers who brag about buying from you while repelling those who aren't a fit.

The book teaches that "good marketing equals a little trolling". The goal is to use personality-driven, often provocative copy to separate "true fans" from people who will never buy from you.