(Tibetan calligraphy plus printed end papers) • The Dalai Lama’s profile continues to rise and rise here in the UK. In May, the Wembley talks on which this book is based were sold out nearly six months before they were held. This book will appeal to that market. • The Dalai Lama has achieved worldwide bestseller status. The Art of Happiness topped bestseller charts worldwide, while The Art of Living sold over 46,000 copies in the first month of publication. A Simple Path has sold over 63,000 copies in the past year. • The Dalai Lama is one of the best loved and most well-known proponents of Buddhism the world over. The high profile of His Holiness, and the beautiful nature of his books, brings his work to a wider, more mass market audience. • Generic advertising in spiritual magazines. Review coverage in specialist press. • No competition on this subject (lojong).