4. COACHING SERVICES If you are a coach of any sort, chances are that people have prob- lems differentiating between you and any other coach—what makes you the expert and why they should work with you. A book is a great way both to display your expertise and explain what your work with them would be like. A great example of this is Ben Bergeron. He is one of the best Cross- Fit coaches in the country, but was somewhat under the radar. So he wrote a book about coaching the top CrossFitters in the game, and now he has too many opportunities to keep track of. This is not just true for athletic coaches. Take Cameron Herold for example. He’s one of the most renowned CEO coaches in the world, and has clients like the CEO of Sprint—and got there by putting everything he knew about scaling and running companies into four different books. 5. CLIENTS FOR YOUR AGENCY Every agency owner knows what a pain client acquisition can be. A book doesn’t magically solve this problem, but it does make it much easier to both find and close new clients. Deb Gabor had this problem with her branding agency and used a book to not only solve that problem, but to catapult her agency to the next level. She now works with companies like Dell, NBC, and Microsoft, and she credits her book as the reason her agency stood out from other agencies. Melissa Gonzalez did the same thing for her design and pop-up retail agency. She put most of what she knew about pop-up retail in her book, and it doubled her business in two years. Plus, it was the reason she got hired by many major retailers: Macy’s, Chanel, and Marc Jacobs have all worked with Melissa since her book came out. 388 · ThE SCriBE METhOD