deluge of applications. Thousands of people rushed to apply to work with him. Another great example of this is Jeff Kavanaugh’s book, Consulting Essentials. Jeff is a partner at Infosys, a large consulting firm, and an adjunct professor at the University of Texas, Dallas. He wrote this book to help his students understand what consultants did and how to do it, and it’s had the unintended consequence of attracting hundreds of very qualified applicants to his firm. 12. PROMOTE “DONE FOR YOU” SERVICES Bob Glazer has an amazing company that helps big brands use affili- ate marketing—but this is really hard to message. So he put his ideas into a book. And in less than a year, he signed up dozens of major brands and grew his company to over 100 employees. The same thing happened with Phillip Stutts. He runs a marketing agency that helps politicians use digital marketing. He realized that his tactics work extremely well for businesses, so he wrote a book about how most marketing companies don’t serve their cli- ents, and how a company can audit them to get better results. What happened? The corporate side of his business more than doubled in a year. 13. SELL A VIDEO COURSE/INFORMATION PRODUCT If your book teaches something for which there is a high ROI for the reader, you can create what amounts to an advanced version that is delivered as a video course, charge much more money for it, then use the book to push people to that course. One of the main benefits is that while people will not pay more than about $25 for a book, they will often pay $500 or more for a video course of the EXACT SAME material. 392 · ThE SCriBE METhOD