Family Corruption In The Big Easy - Day 5

What's Your Approach?

I ran across this article about how this brewing company has a unique approach with its beer.

The Shmaltz Brewing website proclaims that the company makes beer with chutzpah. You don't need a sense of humor to enjoy its line of He'brew beers, but you do get an extra level of enjoyment if you appreciate the giddily irreverent tone of the names of the beers and the literature on the packaging.

The company's founder, says he started Shmaltz because he wanted to make a Jewish celebration beer. But read the various beers' labels and its clear he also wanted to be a gag writer.

There's Genesis, He'brew's first beer; Messiah Bold; Bittersweet Lenny's R.I.P.A., an homage to oft-censored comedian Lenny Bruce, and made with rye; Origins, a pomegranate ale; and Jewbelation 11, which cranks things up in true Spinal Tap fashion. The label of Lenny's Bittersweet, which looks like a comedy club marquee, informs the consumer that the ale is made with obscene amounts of malt and hops. The Messiah Bold label reads: "The beer you've been waiting for."

But a good shtick only goes so far. There has to be some decent brew to back it up, and Shmaltz's beers are very good. (They're also kosher.)

You are probably saying, what does this have to do with books and novels? The answer is simple; your novel is your product. What would then be your approach in distinguishing it from the other novels being published? You have to first determine your niche and not try to capture the whole market.