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Developing an eBook: from Publication to Promotion

You’ve done your market research, you’ve identified a potentially profitable subject, and you’ve created what you believe to be a stellar eBook product.

Now get ready to publish and sell!

Thankfully, the self-publishing industry is growing exponentially, which means there are far more distribution channels available now than there were just a few short years ago. Besides setting up an account with a provider like PayPal to receive payment for book sales, you should consider your distribution options. The following channels are among the most popular for publishers hoping to enter the online digital media market:

 

Before you select your publishing platform, be sure to check out the programs each company offers and the associated fee structures. While one company may pay you a percentage of the royalties you earn and not charge a distribution fee, another might pay out 100% of the royalties and charge a yearly distribution fee. Naturally, you want to pick a platform that aligns with your business goals and offers the most bang for your buck.

Tips for Creating a Highly Effective Promotional Campaign for Your New eBook

1. Build anticipation and create demand by pre-selling your eBook – When you strategize your promotional approach, always think about pre-launch activities. You should try to leverage every opportunity to build excitement so that when you do launch your book, you already have an audience champing at the bit to buy, or readers who have already purchased your book in advance.

Excellent ways of building anticipation include:

– Writing relevant blog posts

– Offering sample chapters

– Sharing interesting bits of information via your social pages

– Promoting to your email lists

– Posting creative video clips related to your book

2. Create a dynamic and highly-targeted sales page – A compelling and well-written landing page that highlights the benefits of your book and tells your target market what problem it solves is a must. Don’t forget to split test your sales page on a regular basis so that you know what works and what doesn’t.

Ideally, you’ll hire a professional copywriter to help you create effective copy. If you’re unable to afford an expert, then check out our three part series on learning the ABC’s of a moneymaking sales page.

Part 1 (http://thecontentauthority.com/blog/sales-page/)

Part 2 (http://thecontentauthority.com/blog/sales-copy/)

Part 3 (http://thecontentauthority.com/blog/sales-copy-tips/)

3. Create an article marketing campaign that supports your promotional efforts – High quality SEO articles distributed over a variety of article directories offer a great way to generate exposure and build authority within your chosen niche. Make sure you follow article directory guidelines and that you write about the topic of your eBook and not the eBook itself. Make the most of your author resource box by linking back to your sales page.

4. Provide social proof through genuine testimonials – As you collect testimonials, add them to your sales page and other relevant promotional materials. They’re an excellent means of proving someone has read your book and found its contents useful. The good news is that readers can easily provide reviews of your book if you choose to leverage a distribution platform like Amazon.

5. Create newsworthy press releases – In addition to creating a press release for the launch of your book, identify other newsworthy and relevant events that can help you promote your eBook product.

6. Give appropriate bloggers a free copy of your eBook in exchange for an honest review – Make sure the blogger’s audience consists of your target market and that the audience is large enough.

7. Develop an affiliate marketing program – ClickBank is probably one of the best platforms to help you do this. If you simply don’t have the time or money to launch and maintain a comprehensive promotional program, affiliate marketing offers a perfect solution. Be sure to include the expense of affiliate commissions when determining the price of your book.

Additional ideas for promoting your eBook:

–          Create a contest and offer free copies of your book as the prize

–          Try to gain guest spots on other blogs and write about your topic

–          Add a link to your eBook in your email signature

–          Post announcements regarding your book on your social media profiles, including Twitter, Facebook, Google+, and LinkedIn

–          Offer bonuses or other incentives to buyers

–          Send announcements and complementary materials to your email list

–          Create additional streams of income with spin-off products

–          Become active on relevant forums and blogs

–          Create compelling content for your own blog

Ultimately, you need to integrate multiple platforms and channels when outlining your promotional approach. A high quality ebook supported by the right distribution channel, payment methods, and marketing materials will have far more success than an eBook that’s simply published and left to be discovered on its own. Make sure you spend plenty of time deciding how you want to position your eBook within the market place, as well as how you want to promote it.

There’s no denying that creating an effective promotional campaign isn’t always easy. This is especially true for marketers and individual publishers who don’t have sufficient resources. What have you found to be the most challenging aspect of marketing your book? What has worked for you? We’d love to hear your thoughts in the comments section below.

Developing an eBook from Concept to Creation

In the past, we’ve discussed the benefits of eBooks 5 Simple Ways You Can Use eBooks and what you should know about them as a powerful marketing tool. Today, we’ll look at the creation process, as well as what it takes to produce a high quality eBook your target audience can’t wait to put on their virtual shelves. While each individual’s process may differ slightly, you cannot ignore these phases.

Phase 1: Initial Planning and Market Research

There are many reasons some eBooks make it and others don’t. More often than not, it boils down to a writer or marketer’s failure to plan. Don’t let yourself be blinded by hot topics and dollar signs, because the chances are you won’t be the one cashing in without a quality product and a dynamic marketing campaign.

To plan properly, you need to get the nitty-gritty details out of the way right at the start. This includes answering crucial questions and taking several steps to strategize your eBook’s creation. Consider the following points and then map out your plan of action.

  • What topic will your eBook cover? This is probably the simplest question of them all, but often the most difficult to answer. Entrepreneurs, marketers, and bloggers will likely find that concept development is an easy task since they’re already working within a specific niche and building an engaged audience. Individuals who simply want to create eBooks as a way to earn a passive income may find that choosing a topic is a little more complicated. Keep in mind that it’s best to take your own experience, skills, and knowledge into account when narrowing down a topic. While you can certainly research an unfamiliar topic, you should try to build authority within a particular area.
  • Is your eBook feasible? Whether you hope to generate brand exposure, qualified leads, or revenue, you need to ensure there is a demand for the topic your book covers. Don’t count on success if the market is overly saturated.
  • Is your concept original? The eBooks that sell well are those that solve problems and have a unique angle.
  • Does your eBook have long-term selling potential? Will your book be outdated in the next few months? If so, can you reach your objective within the limited timeframe? If not, go back to the drawing board.
  • Do you have a compelling, keyword-rich title? This should be a no-brainer, but so many writers fail to create a title that’s memorable. Your title should be catchy and generate intrigue so that prospects are interested enough to find out more. In addition, it should be searchable, so make sure you conduct keyword research beforehand.
  • What will your cover design look like? Whether we like to admit it or not, books are judged by their covers. As a result, it’s a good idea to invest in an attractive one.
  • Have you created a budget? eBooks require a financial investment. Therefore, you need to determine what you’re able to afford and how many books you need to sell to break-even. Potential costs include:

–          Professional writing, formatting, editing, and cover design services

–          Distribution and payment platform fees

–          Launch and promotional campaign expenses (This is a full-scale product launch, so budget appropriately.)

  • Will your book be worth the price you demand? Your eBook must offer value for money, so think carefully about your price point. The worst thing you can do is overcharge and under deliver.

Other factors you should consider beforehand include:

–          The length of the book

–          Contents in terms of charts, images, graphs, etc

–          How the book will be compiled

–          The format of the book’s contents

–          The formats you’ll make available for download

–          Decide between copyright and creative commons

–          Guarantees

Phase 2: Create an Outline and Conduct Research for Each Chapter

If you’re writing the eBook yourself, flesh out an outline. An outline breaks down your book into a logical sequence of chapters that will form your table of contents and provides structure for the writing process. If you’re hiring a professional writer, the person should provide an outline to you based on your eBook specifications. If this is the case, you’ll need to approve the outline before additional work is conducted.

#Tip 1: Brainstorm questions your target audience will want answered in the book and then use them as chapters.

#Tip 2: Don’t make your topic too broad. Hone in on a specific area and then provide as much valuable and actionable information as possible.

Once you have your chapters figured out, you can start to research each one. Depending on your level of expertise, you may not need to research extensively. However, you must ensure you provide enough educational material and quality information to cover the subject matter adequately.

#Tip 3: Record all sources so that you can reference them correctly.

#Tip 4: Breakdown each chapter into sub-sections and then organize your research accordingly.

#Tip 5: Take note of compelling points to include in the book, as well as in your sales copy.

Phase 3: Create the Final Product

This is the phase where you’ll write, format, edit, proofread, and compile the book into its final state for sale.

#Tip 1: If you’re using the book for lead generation purposes, be sure to include calls-to-action in your book.

#Tip 2: Ask yourself whether the book fulfils its purpose. If you agree that it does, then you’re ready to publish. If you feel it’s lacking in any way, go back and make changes.

#Tip 3: Consider compiling the book into PDF format as it’s the most popular file type for eBooks.

#Tip 4: Make sure your cover design looks great and that any images you’ve inserted into the book are clear.

When you consider the amount of thought, research, and effort that goes into the creation of an eBook, there’s no denying the process can be draining. We’re not even taking into account the distribution, payment, and promotional aspects of selling your book. With that said, eBooks can be extremely lucrative when done correctly. Make sure that when you create your eBook, you go through the initial planning and market research phase thoroughly. You do not want to spend your time and money creating a dud that doesn’t sell.

Have you written an eBook? Are there any additional steps you would add to the creation process? Drop us a line in the comments section below.