Booking New Business.

Clients do business with people and companies that occupy a position of expertise.  But how do you prove expertise?  By the book.  What if you devoted a portion of your marketing budget to publishing a guide to help your clients and prospects succeed — a book that gathered the cumulative knowledge of your team into one place, and made that expertise accessible?  Placing a book like that in the hands of a prospect could be the very thing that tips the scales and turns them into a client.  What’s the lifetime value of such a client?  What’s the cost of producing such a book?  If that math works, book it.