Guide to Using eBooks for Promotion

An eBook is a book that can be read on a computer. Unlike a newsletter or Web site, an eBook gives you ample space to share in-depth insights and advice with prospective customers. Healthcare administrators have written eBooks about hospital management techniques and organic gardening experts have produced eBooks about the basics of herb gardening. An eBook can also drive traffic to your Web site and serve as a feedback mechanism if you include a link to pages on your site where readers can request more information or order products or services. Readers can access your eBook by downloading it from the Web or an email, or you can distribute it on DVDs or CDs. You can get your eBook onto your target market’s computers by:

1. Offering it as a bonus to those who buy certain products or services.
2. Including a DVD or CD of the book in product shipments as a surprise gift to customers.
3. Making the discs available at tradeshows and other events.
4. Putting your eBook to work as a viral marketing device by encouraging customers to pass it along to others, and giving them the option of putting their own brand on the eBook.

Action Steps
The best contacts and resources to help you get it done

Author your eBook

Pick a topic that you know inside out and that will help people solve a problem or otherwise enhance their lives. Write in a conversational tone, and wherever possible, back up your points with examples.

I recommend: Check out copyeditor Cathy Kessler’s Top Ten Writing Tips. Or, work with a professional writer who can produce a manuscript that is authoritative and readable, and who also understands marketing communications (this is a marketing piece, after all). Contact professional writers’ associations, such as the American Society of Journalists & Authors or MediaBistro.com. For instance, you can search for “freelance writer” among the membership of the Public Relations Society of America.

Determine the format

The three most common eBook formats are PDF, Microsoft Reader and EXE. A PDF is accessible to both Windows and Mac users; Microsoft Reader and EXE are readable only by Windows users. If you plan to let other companies put their own brand on your book, go with the EXE format, or a PDF program that allows the file to be customized.

I recommend: Adobe Acrobat is considered to be the gold standard for producing PDFs. You can find lower-priced PDF software on Planet PDF. ViralPDF is designed specifically for rebrandable PDF ebooks. Microsoft Reader is available from Microsoft. If you’re opting for EXE, you’ll need eBook compliant software such as eBook Maestro, Fast EBook, or DeskTopAuthor.

Design your eBook

If you’re going to layout the book’s pages yourself, use an eBook template. People do a judge book by its cover, so make sure that your cover design is inviting and suits your subject matter.

I recommend: eBookGraphics.com sells templates for use with Microsoft Word text that you plan to convert to a PDF. Software from OverDrive can help you design eBooks that are produced with Microsoft Reader. Many EXE compilers, including eBook Maestro, include a selection of templates for EXE books. eBook Template Source has free templates for both PDF and EXE formats. If you prefer to hand the work over to a professional designer, search FreelanceDesigners.com to find a professional graphic designer who has eBook experience. EbookCoverCentral.com and ebookgraphics.com offer affordable eBook page and cover design services.

Offer your eBook on discs

Expand your distribution possibilities by transferring your eBook to DVD and CD discs. There are two processes to choose from. If you are producing up to 500 copies, duplication is the cheaper method. For larger quantities, go with replication, which “clones” your original disc.

I recommend: Disc Makers and ProAction Media can mass-produce your eBook on DVDs and CDs, complete with packaging.

Get the word out

Start a direct email campaign to announce your new eBook. Briefly describe your book’s highlights and include an endorsement or two by a respected expert or industry leader. Make the book easy to find on your Web site. Consider including a special offer, such as free overnight shipping for the first 20 customers who request the book on a disc.

I recommend: There are many companies that can help you manage an e-mail marketing campaign. These include Constant Contact and SubscriberMail. If you plan a large-scale hard copy mailing, check with The Mailing and Fulfillment Service Association to find a fulfillment service to take over that burden.

Protect your work

Discourage others from reproducing you eBook without your permission

I recommend: Register your book with the United States Copyright Office.

Tips & Tactics
Helpful advice for making the most of this Guide

• Update your eBook when new technologies, trends or regulations are introduced that could affect your subject matter. You can win new readers by promoting it as a newly updated book.
• Include a questionnaire in the back of your eBook asking readers what else they want to know about your topic. In addition to giving you insight into what the market is looking for, the answers can give you ideas for additional eBooks.
• Encourage people to make regular visits to your Web site by making one chapter of your eBook per month available only on your site.
• Encourage people to make regular visits to your Web site by making one chapter of your eBook per month available only on your site.