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A study of over 3,500 avid readers in the U.S. and abroad showed an interesting fact. 91 percent of current or past book club members joined to gain exposure to books they wouldn't otherwise have read.

I started wondering how exposure to a wider range of ideas might benefit certain businesses. If your customers are curious, they might appreciate you broadening their horizons. You could supply information or insights they wouldn't otherwise encounter.

Then, I thought about ways in which you might emphasize this benefit.

Don't introduce a casual colleague to your blog or newsletter readers as "my friend." This might make you appear well connected. But your audience may appreciate it more when you say, "To explore this for you, I tracked down so-and-so." This implies they're learning about resources outside of your own circle. Chances are it will be outside of theirs, too.

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