WRITING EBOOKS TO ENERGIZE YOUR
by: Cary Christian
As you read the title of this
article, I know that many of you are immediately thinking that you would
never be able to write an ebook. In most cases this is simply a mental
block. If you allow yourself to get past the notion that you can't and just
leave yourself open to the possibility that you can, you'll soon realize
that you are just as capable as others who are regularly publishing ebooks.
Most of you have a creative flair already or you wouldn't be building a
business on the web.
It is true that the web is nearly saturated with ebooks on Internet
marketing, or at least it seems that way. But it is also true that every day
someone finds a niche to write about to breathe fresh life into this
But more importantly, I am thinking about those of you who sell products or
services that are not marketing related. This territory is wide open for
producing ebooks on a wide variety of subjects that can prove very valuable
in building traffic to your site, establishing your expertise, and
increasing your sales.
Take Verisign, for example. They advertise free "white papers" on ecommerce
and secure Internet transaction processing quite frequently. There is only
one reason for this: when you think of ecommerce, they want you to
automatically think of them. And it works to a great degree.
You can do the same, no matter what it is you sell. If there are people
interested in your products or services, they will also be interested in the
information you can provide them. Your ebook might find its way into the
hands of thousands of people. And if you allow them to give it away, you'll
have viral marketing working for you. You could receive hits to your site
for many years to come from the circulation of just this one ebook.
You may have already begun to think of topics or subject matter you could
use in ebooks to promote your business. If so, that's great! Get started as
soon as you can. If, instead, you're starting to think of excuses for not
doing it, let's anticipate a few and see if we can't get past them.
I CAN'T WRITE
I realize that many people do not like to write, and therefore, they are not
very good at it. Practice does make perfect. If you don't write, you won't
be able to. But you can learn to write if the desire is there.
You can also get help. In fact, you can hire someone to write the ebook for
you. You provide the ideas, the research, information on your site and
products, and let a professional do the writing for you.
You could hire an english major from a nearby college who would probably
love to do the work for a relatively small fee. You could farm out the work
online by going to a site like Elance and let qualified people bid on your
project. You can even contact us. We have people who would provide "ghost
writing" services for you. Not being able to personally write the book
should not stop you.
I CAN'T WRITE HTML FOR THE EBOOK!
Get yourself a WYSIWYG (What You See Is What You Get) HTML editor. You can
buy Microsoft FrontPage or Dreamweaver, or just download 1stPage2000, which
is free. It will work just as well as any commercial software you can buy.
You can get your free copy at
If you're going to be doing business online, and you don't have employees or
consultants who regularly do it for you, it certainly won't hurt you to
learn to produce HTML pages. It's a skill you will be able to use in many
ways. Make the commitment. It's really not that difficult.
If you prefer, you can do your ebook in pdf format. You will need the full
version of Adobe Acrobat to do this, however, and you will probably find it
is more difficult to learn (at least to learn to do it the right way) than
using an HTML ebook compiler. It is also more expensive if you're on a tight
I WOULDN'T KNOW WHAT TO WRITE ABOUT!
Sure you do! You are an expert on your products or services and the benefits
they provide to your customers. Think about why your customers buy products
like yours. What benefits are they seeking? How do products like yours fill
these needs? Educate your consumer on your products or services and how they
can vary from provider to provider. What makes your products special? You
get the idea. There is an endless list of subjects related to your products
or services that you could write about. In fact, once you write your first
ebook, you'll probably want to start on your second right away!
OKAY, I'LL WRITE. BUT WHY SHOULDN'T I SELL MY INFORMATION?
Perhaps you should! If the information is valuable enough and not easily
found elsewhere for free, or if your expertise is such that you have
something exceptional to offer, by all means consider selling your ebook. If
there is a need for the information you can provide, there is a market you
could sell to.
The key is to understand the tradeoff between increasing your product sales
and generating additional revenue from your ebook. If you are selling the
ebook, it will be owned by fewer people, you will get less traffic to your
site, you will lose the viral effect of the ebook and, consequently, you
will sell less of your existing products. You need to decide which route
will provide you with more profit.
Of course, you can always publish one free ebook for viral marketing
purposes and another for sale! Don't limit your possibilities.
If you haven't considered producing your own ebooks, you are missing out on
a real opportunity to energize or reenergize your traffic and your sales.
Don't let excuses deter you from realizing the full potential of this
strategy. You CAN do it!
Copyright (c) 2002