There are two main ways we catch readers’ attention and sell books: helping readers to personally connect with the content (using excerpts in marketing, writing shelf talkers, and making in-person recommendations) and using the book as a symbol to engage in a large discussion. Readers use the books they buy to make a stand and a statement. The books bought by a reader or acquired by a publishing house show interests and opinions. By associating with the brand or concept of a book, readers tell their communities how they identify or believe.