Something in the reader is engaged by conflict, if they can identify with it. If you lay out a story of someone faced with the kind of problem that you typically solve for your clients, describe just how bad things were, then how they got worse (but only if they really did, of course ), and then how the problem was solved with your help, you will have a narrative that is engaging, or even gripping. And if you can describe three such situations, you should have no difficulty using your book to attract clients.

Think about it: What grips your attention? Isn’t the pattern of conflict and resolution in all your favorite stories? There’s no reason it can’t be in your non-fiction writing, too.

And this is just the sort of thing that will carry over nicely into other products–podcasts; recordings; ebooks; and more.