Why would we do that as a company? Why would we “give away” the process that we sell? For several reasons: 1. Authority: If we are not willing to fully explain what we do, if we cannot show a reader what we know—why would anyone trust or hire us? This book is the best possible proof that we are good at our jobs. 2. Credibility: If we were to try and sell you, it would greatly diminish the credibility of the book, the information in it, and ourselves. If you believe we’re writing this only for our benefit, then you won’t pay attention and you won’t find us or the infor- mation credible—nor should you. 3. Reputation: If we do in fact provide great information, then readers will respect us and speak highly of us. That is the type of word-of-mouth marketing that is incredibly effective and cannot be bought—it must be earned. 4. Client Vetting: Our services are expensive. Most people cannot afford them. Why sell to people who can’t afford us? The type of people who hire us do so for two reasons: 1. We are experts who provide high-level book guidance (which this book helps to prove), and 2. They want to save time, and this book helps them see how time-consuming this process is, and how valuable our services can be. For the type of people who hire us, this book sells us without ever trying to. 5. Self-Respect: We believe that everyone with knowledge to share should write a book. The mission of our company is to “unlock the world’s wisdom.” If we actually believe that, then how could we write a book that was anything less than every- thing someone needed to write a good book? To do that would be intellectually dishonest and we could not live with ourselves if we did that. I cannot tell you what to do with your book, but I will invite you to take a similar approach to your book. Put your best knowledge 412 · ThE SCriBE METhOD