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.