What do you think of when you see that someone has authored a book? Do you perceive them as an authority on the subject? Most people do. It is no different with lawyers. Taking the time to become an author of the book about your practice area will establish you as "expert" without you having to say so. Most lawyers will perceive this as "too much work" and will instead rely on a lame website and ordinary business cards. When you author a book you give consumers another reason to reach out and contact you and you give your staff an opportunity to collect full contact information. At Great Legal marketing we teach lawyers how to become authors. We have access to ghostwriters, graphic artists and publishers.