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March 11, 2010


I have a good friend who recently wrote a book about what he learned in twenty years of consulting practice. He printed 5.000 copies, each copy costing him $15. The book costs $50 at the shops. He carefully placed it at airports and well know libraries. But he had no intention of making any money by selling the book. Instead, he is sending it for free to selected readers (he has given away +700 copies so far). It is a rather thick book which contains all that he thinks he knows about consulting. People receive for free something that they belive that is worth $50. Twenty people hired his company last year because they had liked the book, and this way the author did two million dollars in revenue and five hundred thousand net profit last year by selling consulting services with a very small company with no salesmen.

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