The author is communicating directly to the reader. It's a first person 'I'. I can relate to you. Here's what I've learned. But it's moved beyond anxiety.
People buy one book, find it useful, and look for another book in the series.
The Idiot brand Each book has the brand identity, customized in a way that is unique to the subject. The Dummies books started out as computer books, and they still look like computer books, he said. Idiot's books capture the flavor of the subject. We have an art advantage, a packaging advantage, a series advantage. The Idiot's Guide brand starts with the blue and orange cover, and extends into the interior of the book.