The marketing industry has been abuzz lately with advice on content marketing, how to position anyone as an expert and the amount of power in transparency. While these three are daunting tasks on their own, there is one tested method that combines them all.
Yes, those terrible, terrible digital things that look to supplant printed books as an entertainment option enjoyable by anyone, nearly anywhere. For months and years marketers have looked for packaged, easy to share materials that paint the creator(s) as industry leaders, and the answer to all that has been here all along.
eBooks are the answer.
These magnificent creations are cheap to reproduce, easy to transport and, best of all, can be changed as often as necessary. Let’s assume you have a staff, department or individual capable of producing a quality eBook, what’s the next step in using it as a marketing tool?
As Jeff Goins explains in a recent copyblogger post, the answer often starts with Amazon. We’ll let you click over and read his step-by-step instructions, but when you come back, continue reading to discover what NOT to do when publishing an eBook for ANY reason.
You back? Good.
Make It Great
eBooks aren’t supposed to be sales brochures or pictorials of company successes. They should be about real stories from real people.
Edit The Heck Out Of It
Anything filled with typos, poor grammar and misspellings won’t be taken seriously. If you’re looking to make a positive impression on your audience, spend the few hundred or thousand dollars for a professional copy editor. Trust us when we say you’ll thank yourself long term.
Make It Helpful And Specific
Some of the best eBooks we’ve read (not counting novels here) are about something specific. Dean Ouellette recently published a guide to Evernote For Real Estate, which, while certainly specific, can be used to learn how to do anything via Evernote. But because he made the decision to target a specific group (potential clients), tailoring it to his industry works well for him.
The internet is full of half-thought-out blog posts and SEO-friendly, keyword-stuffed marketing copy, so why not stand out by creating something people can take with them and actually use?