Marty Nemzow, best-selling author and marketing expert, says that not only does gaining a new customer cost much more than retaining an existing customer, but also that every lost customer costs money to replace.

According to USA Today, it costs 40 times as much to acquire a customer and is does to keep a current one. The U.S. Chamber of Commerce says that for typical transaction-based business, each new customer costs roughly $800.

The Insurance Pro Shop, which offers marketing tips for insurance professionals, suggests implementing annual reviews, client appreciation nights, and client workshops, which they say are some of most profitable of all prospecting activities. They say meeting with your existing clients regularly cements relationships, retains business, creates repeat sales and generates high quality referred leads.

A book can be an incredible tool for educating your potential customers. Giving them valuable information can help you to build your own credibility, and put you at top of their mind as an expert who is willing and able to help.

Writing a book isn’t as daunting a task as it sounds. You don’t need to be Stephen King to make it happen, and you don’t need to strike up a complicated deal with a mega-publisher either. In fact, you don’t even have to print a single piece of paper to create or distribute your book.