Book Review: The Power of Unpopular


One of my favorite blogs is Redhead Writing by Erika Napoletano. Recently, she authored The Power of Unpopular – A Guide to Building your Brand for the Audience who will Love you (and why no one else matters).

Great title. Great content. 5 stars. (oops, that last part is supposed to be at the end of the review, sorry).

I think what I like most about this book is the no-nonsense style. If you’re thinking “I don’t want to be unpopular”, Erika has bad news for you – you already are. It’s in recognizing that fact that allows you to focus on where you can be successful and not stress the customers you already don’t appeal to.

Great Lines:
“Hug failure. Roll up next to it in bed every night and spoon it.”
“Elevate Your Audience”
“Relationships [are] built by asking people, ‘What can I do for you?'”

One exercise I specifically liked:
Make a list of the “People who will never use us” and “why”. This is to help you recognize that “Everybody” is not your target customer. More importantly, refining who will not be buying your product or service will help immeasurably in defining who will, and why!

What should you read this book?
– You want to understand your niche
– You wonder why everybody isn’t lining up to buy your crap
– You want to learn powerful business lessons without being bored by typical business prose

Erika includes relevent and interesting case studies (um…stories about successful businesses) that will give you ideas for your own success. The book is well written, insightful and easy to read. Even on a Nook!

Rob’s Rating system (bolded, the rating is)
Buy now at full price (Yes, it’s available on the Nook)
Buy if you get a discount
Wait for the paperback
Wait for someone else to be done with the paperback
If you’ve read my review, you got the gist of it

Note: I’m a huge fan of Erika’s Redhead Writing blog. If you have any interest in starting your own business, you should be a fan too.


  1. Rob — thank you so much for buying the book and sharing your thoughts with your audience. I love that you shared your favorite takeaways and lines in the book! More than anything, however, I appreciate you being a part of my community…you’re the reason I get to wake up every day and do what I love. Happy reading 🙂


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