necessity. A book is the way people know for sure you are qualified to speak to their group on your topic. Kevin Kruse is another great example. His blog “An Authorpre- neur’s First $100K” details how he made money in his first year as an author. While he did $70K in book sales, he made $170K in speaking fees. 3. PROFESSIONAL SERVICE (MEDICAL, FINANCIAL, ETC.) One of the best ways to use a book is to establish your authority in your field of service and then use that authority to generate new clients. The fact is, most people have no idea how to pick a doctor or a financial advisor or any other related professional service practice. They don’t know anything about the skills necessary, what to look for, what to avoid, or how to think about the service. A book is a great way to establish your authority and show people what it would be like to work with you. Beyond that, it does a great job educating your clients on what they should expect, making your job easier. Dr. Michael Lewis has a specialized practice centered around traumatic brain injury. His book, When Brains Collide, is a great introduction to traumatic brain injury and how to treat it, so much so that his practice has grown over 30 percent in size since the book came out. Sam Marrella saw something very similar happen to his financial planning firm. After writing his book, he got a barrage of local media and speaking requests, and saw his assets under manage- ment double. This is fairly common for financial planners, as there is always a need for good financial advice and services. hOW TO MAkE MONEy WiTh yOUr BOOk · 387