Books are an underexploited marketing avenue for conferences. We helped a conference called the LDV Summit, which is about vision technology and pairs venture capitalists in that space with the inven- tors and thought leaders, to write a book about their conference. Then, the conference host does two things: 1. The conference owner (Evan Nisselsen) sends copies of the book to LPs or potential entrepreneurs, and he gets all the ben- efits of writing a book without having to be the one who actually writes it. 2. He includes a copy of the book when he mails out the physical applications for each year’s conference. It has tripled his re-up rate. By spending $5 to mail a nice book to past participants, he gets them to spend $500+ on a conference that is more than six months away. Pretty good deal. TED does this as well. They even have their own publishing imprint. 18. ATTRACT HIGH-NET-WORTH CLIENTS If you are in the business of selling to high-net-worth people, you know how hard they can be to attract and sell to. Having a great book makes that job much easier. An example is Alex Andrawes, a high-end wine broker who helps people invest in fine wines. He was successful before writing a book, but after he published his book on investing in fine wines, he dou- bled his inbound leads and tripled his highest net worth clients—in only a year. Nik Tarascio owns an airplane brokerage business. There are very few people who can afford to buy an airplane, and he used his book to help him both attract and close numerous buyers. 396 · ThE SCriBE METhOD