Directing resources to an end outcome, either in time, capital, attention, or love. Focusing on quality and maintaining higher standards than competitor lists. Consistently giving MORE value than their list members expect to receive.
Money is a good reason.
Higher position in the market usually commands higher ad dollars or higher interest in your services. Increase your exposure and reach into your chosen field. Establish yourself as the expert of the industry. Gain pride, satisfaction, and reputation. Make one change today in the way you produce or publish your list.