As an entrepreneur, author, and blogger, you’re no doubt aware that the world of digital marketing and social media has changed how people find, engage with, and buy products and services. Many businesses have shifted their focus from simply selling a product to promoting a brand and selling an experience – sometimes referred to as ‘experiential marketing’.
Whether you’re planning to publish your own e-book or are in the enviable position of having an existing book series, it’s likely your customers either already know what you offer or are searching for information about it. So how can you encourage them to invest in your product or service and become a customer?
The good news is that even before they’ve made that decision, they’ve already expressed interest in your product or service, and you now have the opportunity to engage with them to better understand their needs and the decision-making process they’ll go through.
The key to creating a successful product is in the details, and it starts with a persuasive presentation that will engage the reader – whether they’re a potential buyer or just one of your many fans. So let’s take a look at how to write a sellable e-book, step-by-step.
Step one: Identify the purpose of your e-book
Before you start writing, it’s important to set a clear purpose for your e-book. Why are you writing this e-book? What are you trying to achieve?
There are several benefits to having a purposeful e-book. For one, you can be sure that you’ll stay focused on the right messages. If you have more than one goal for your e-book, it will be easier to keep your audience in mind as you craft each piece. You may also decide to add more material to your e-book based on what you learn from your readers. Finally, a well-crafted e-book serves as a great piece of marketing material, something you can use to attract potential customers or expand your social media presence.
Step two: Decide on the target audience
Depending on the type of product you sell, your e-book needs will vary. However, there are a few ‘best practices’ that can guide you along the way. Consider your intended audience and the decision-makers within that group. The better you can tailor your presentation to appeal to these individuals, the better your chances of convincing them to purchase your product or service. When developing your target audience, you should also think about the channel through which you’ll distribute your e-book. Will you publish it and rely on the Internet to reach your readers? Or will you distribute it in paperback and use traditional marketing strategies?
Step three: Determining your book’s content plan
Your content plan defines the flow of your e-book from start to finish. Even before you start writing, you can begin to lay out the structure of your book. You don’t need to write the whole thing at once – it’s typically more effective to compose and amend as you go. With a content plan in place, you can determine exactly how much material you need to include in your e-book. While you’re working on your book, add or subtract material as you see fit.
Step four: Create a mood board
A mood board is simply a collection of images and text that will give you a clear idea of how your e-book is going to look. It will act as a visual representation of your efforts and a source of inspiration as you write. If possible, create a mood board with the input of design professionals or other experts in relevant topics. For example, if you’re writing on the topic of fashion, enlist the help of a fashion expert to give you an idea of how clothing is portrayed in popular culture and how you can use that to your advantage. Fashion magazines and websites can also be a great resource.
Step five: Identify your book’s unique selling points
Every business, product, and service has something special that makes it stand out from the crowd. Your job as a marketer is to figure out what it is and communicate it to potential customers. One of the best ways to do that is through the creation of an interesting pitch – a short section of text that will pique the interest of potential buyers in your product. Consider creating a unique selling point for your product or service. You can also use your unique selling point to generate interest on social media platforms like Twitter.
Step six: Map out the book’s structure
The last step in the preparation process is to map out the book’s structure. You’re essentially taking all the material you’ve created and putting it in the right order to form a cohesive piece. Begin by writing down all the key points you want to make in your e-book. Next, consider how you’ll make these points interesting and unique. Once you have an idea of the main points you’ll cover in your e-book, start shaping it into a useful and compelling read.
Step seven: Review the work and make any necessary changes
There’s no set formula for writing a successful e-book. However, as a general rule, if you follow the steps included here, you’ll be on your way to creating a unique and compelling bit of marketing material. When you’re done, proofread your work and make any necessary changes. Then, when you’re satisfied that it’s ready, publish it and enjoy the benefits.