In phone consultations I often advise clients to create a “shock and awe package” or credibility-builder to mail to their prospects. Something with weight and heft. Especially in service businesses where the potential value of a new customer is in the thousands of dollars. This is a tremendous example of earning credibility with prospective customers with a “white paper” or published book. http://www.perrymarshall.com/marketing-credibility/

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