Marketing With E-Books Archives

Packaging Your Downloadable Ebook

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You can always distribute your ebooks as simple downloadable PDF files. But, if you do, you will be missing an enormous opportunity to promote your business and earn more money. I always recommend creating a 'download package' which is a ZIP file containing several files in addition to the ebook itself.

Your e-book will probably be delivered in PDF format and you could simply upload this file and be done with it. But, you have an opportunity to re-enforce your customer's purchasing decision, encourage consumption or usage of the product, and cross-promote other products. You can also slip in some unannounced bonuses too. The way you do this is to include several files into one single ZIP archive file for delivery.

Typically, I create a document labeled 'Read_First' which thanks the customer for purchase, recommends the next steps the customer should take to benefit from the product, states the rights that the customer has purchased to the product (this is particularly important when selling resale rights products or permitting others to giveaway your viral ebook), and usually includes a promotion as well. If you want to encourage customers to sign up for an email list, one good strategy is to offer an unannounced bonus and require them to sign up in order to get the download link for the bonus. The 'Read_First' file is the perfect place to announce the bonus.

Creating a 'Read_First' file is even more important when you are selling resale products that you have purchase the rights to distribute. Many resale products do not allow you to modify the content of the e-book, so you do not have the opportunity to add your own links inside. The addition of this extra file inside the ZIP file you deliver to your customer is your chance to build your business beyond a single sale.

If you would like to see an example of a download package for a resale product, check out www.InfoProductSeminar.com. This site promotes a resale product I purchased the rights to sell. Feel free to read over the sales page (its not my best work), but what I really want you to see is the exit pop-up and the product package I deliver with the free sample.

When you try to leave the sales page without purchasing, a pop-up window appears offering a free sample download – in exchange for your email address. Once you download that free sample audio, unzip the file and you will find a 'Read_First' PDF file and the audio MP3 file (the seminar is one of my favorites – I hope you listen to the first hour.) The 'Read_First' PDF file includes a special offer to purchase the rest of the seminar audios at an amazing discount that is designed to be so tempting that no one could resist purchasing.

Let's review what happens here. I tempted a visitor who wasn't prepared to buy with a free sample. And got his name email address in exchange. This gives me an opportunity to contact the visitor in the future with other information and offers. Then, inside the distribution package, I included a special offer in the 'Read_First' file designed to entice an order for the full audio seminar package. The 'customer' can sample the product, decide if it is right for them, and then take advantage of my special discount offer.

I could have easily used the 'Read_First' file to promote another product or encourage prospects to visit a specific website. The key element involved is to make sure to include some type of promotion and not to offer more than one (the more options you give the less likely your customer will take any action.)

It's worth going through the sequence on this website just to see everything in action. (For anyone who might purchase the full set of audio files - they are excellent - you will see the E-junkie e-commerce system in action - including the use of discount codes. And, you will experience how fast the download speeds are for large files. E-junkie is the primary e-commerce solution I use in my own business.)

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Free Download: One Into A Million E-Book

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One of the most powerful aspects of marketing on the Internet is that this form of communication removes nearly all of the friction involved in getting others to spread your message. If the message is compelling, it is as simple as hitting the forward button in your email software for your readers to share it with others.

Blogs, RSS feeds, tell-a-friend scripts, download directories, Facebook pages, Squidoo Lenses, MySpace pages, bookmarking sites, and dozens of other resources make it easy to spread your message.

"One Into A Million" is a special report that will show you how to leverage the Internet to create powerful marketing promotions.

Download your free copy right now:

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Marketing And Promotion With E-Books

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There are innumerable ways to use E-Books to promote your business and drive quality traffic to your website. Once posted on your site, you can turn them into a daily course, which brings your customer back to read the next chapter. You can use them as a free gift for making a purchase or for filling out a survey. Put your E-Book on a disc, and you will have an innovative brochure. Blow your competition away by inserting the disc into your sales packages.

The most effective marketing products are those that are unique. Copyright your E-Book, and immediately, you have a powerful tool that you, and you alone, can offer to the public. People will have to visit your site to acquire your E-Book, which increases the flow of quality traffic and the potential of sales and affiliate contacts.

Make sure that you keep your E-Book current. Update it frequently as the market and trends change. Add new advice and techniques to show your prospects how your goods or services can enrich their lives. By constantly keeping abreast of new trends and techniques, you can continue to see profits from your E-Book for years after your original creation.

Another phenomenal advantage of E-Books is that you can test their marketing potential without putting out hardly any cash at all. You can even produce an E-Book one copy at a time, each time you receive an order, eliminating the need for storage and inventory. By this method, you can gauge the salability of your E-Book, and make adjustments as necessary until the orders start pouring in. E-Books allow you to learn about your market and customer habits and motivation over a period of time, without risking your precious financial resources. They also provide you with an invaluable way to gather marketing information, which you can use in many different facets of your business.

Use your E-Book to discover what the specific goals and problems are in your specific industry. Then figure out how to solve these problems, and publish an E-Book with this invaluable information. This will increase the value of your business, upgrade your reputation, and get you known as an expert in your field.

You can extend the value of single E-Book by breaking the book down into chapters for a serial course, into special reports available on your website, or into audio or visual tapes. E-Books can be broken down into several different promotional materials by accepting some of the articles and using them to promote your product. You can include a catalog in your E-Book to promote all the products or services you sell. You can include a thank-you note for reading your book and an invitation to download a trial version of your product. Or you can include a form for your audience to contact you for further information or with questions, thereby building your business relationships and your mailing list.

Using E-Books in this manner helps to cut the cost of individually producing separate promotional materials. You can use a single E-Book to entice new prospects and to sell new products to your current customers.

No other medium has this kind of flexibility and ability for expansion. Think of your E-Book like a spider spinning a beautiful and intricate web. Now go and create that web, and see how many customers and prospects you can catch!

How To Make Your Ebook Go Viral

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Ebook marketers dream of their lowly little project 'going viral' and getting passed around to hundreds, thousands, and millions of people - who all flood to their website and make them rich beyond their wildest dreams.

This is a powerful fantasy driving many marketers, but they often have no idea how to actually make their e-book go viral - or how to motivate the readers to connect back to the author.

The seeds of the problem are present in the little fantasy I described a few sentences back - no thought has been given to what motivates people to pass along an e-book and what motivates them to visit the author's website afterward? Why do they pass an e-book along...

The short answer is: SELF-INTEREST!

WIIFM: What's In It For Me?

What makes a report go viral is building in a compelling reason for the user to pass it along.  This can be as simple as wanting to appear trendy by being the first to pass around some cool new thing, or the hope of making money with little effort by re-branding the affiliate links in an e-book someone else wrote and passing it on to earn an affiliate commission or two from future readers.

To go viral, an e-book needs to provide an overwhelming "perceived benefit" to the reader to share it with someone else. The action required to make an e-book go viral must happen long before any benefit is experienced by the reader. You have to get them to 'see the potential' of sharing the e-book before they feel it.

Inside the text of your e-book, you must sell the benefit of passing along the e-book as well as deliver content this is valuable to the reader in its own right.

Do not expect your readers to know how to share your e-book (or even to think of the idea on their own.) Tell the reader exactly how to pass on the e-book and why they should pass it on to others. Break it down step by step so they don't have to guess what to do next.

You can motivate people to pass along an e-book by:

- Providing amazing content they want to share
- Paying them to share it (either money or some item of value)
- Allowing them to rebrand it and embed their own affiliate links using software like
Viral PDF

- Etc.

How Do You Turn Readers Into Visitors and Customers?

Now that your readers have a strong reason to pass along your e-book and a clear idea of how to do it, you need to make sure that it produces results for your business. There's no sense in creating a wildly popular viral e-book if it does not bring in new prospects or generate revenue.

The way you make this work out in your favor is to embed an offer inside the report for your own product/service/website and give the reader something valuable (related to the topic) which has to be downloaded from your site.

An example:

Put together a report on the critical elements of a successful sales letter. Within the report mention the importance of having a professionally designed sales page template so that readers don't reject your message before they even read it because it looks unprofessional.

Then, offer to give them a free professionally designed sales page template to use on all their sales pages as a free gift for joining your copywriting mailing list.

A similar tactic is to offer Part I of a report as your viral report and then send them to your site to get Part II. Mike Filsaime famously 'leaked' a chapter of his 'Butterfly Marketing Manuscript' which provided a copy of the full table of contents and a snippet of the content before and after the 'leaked' chapter. The content of that free chapter was so amazing, people wanted to get a copy of the full report - and they went in droves to the Butterfly Marketing Manuscript website to buy a full copy (editorial note: this is an excellent resource for understanding viral marketing online.)

Dr. Mani from the Warrior Forum promoted a free e-book on using free e-books in your marketing. The author offers some great advice (and models it too) in the subject and I highly recommend it (I printed out a copy and have been scribbling notes all over it as I plan out future viral marketing reports and e-books.)

http://www.GiveawayYourFreeEbook.com

Questions, comments, or success stories? Leave a comment below and let us know what you are thinking.

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