01 Aug Are Business Ebooks Really Still a Thing … or So Yesterday?

They can be an influential marketing tool for your business. But for business ebooks to reap rewards, you need to get them right.

Written by Daniela Cavalletti

6 min read

I am a total sucker when it comes to downloading interesting free business-ebooks (as my bulging inbox clearly proves). I have a soft spot for them with their enticing headlines – and their promises to make me more knowledgeable on virtually any topic I might be curious about.

I’ll admit it: some lure me with the promise to quickly solve a problem or make me an expert, just with a few pages worth of reading. Even the cynics amongst us sometimes hope and fall for the quick fix!

Even though we really know that nothing worthwhile comes without us having to put some solid effort into it.

Business Ebooks: Feast or Famine?

So, I happily enter my contact details when a particular topic interests me. However, lately I’ve noticed that the quality of business ebooks can be a bit hit and miss. On a number of occasions, I’ve felt mightily ripped off to open what I thought to be a juicy multi-page ebook … only to discover it is a one-page PDF checklist or article of lesser scope. Of course, checklists and other one-pagers can be very useful – the problem lies elsewhere here.

Deliver on what you promise.
If you promise me a feast, don’t just give me a nibble.

A business ebook is a great marketing tool for your business and for your personal brand. But for it to do so, it has to deliver meaty content worth the term ‘book’.

Like with any marketing collateral, you need to put some effort into it.

What’s the Point of Writing an Ebook?

We have recently had a flurry of requests from clients wanting to publish their first ebooks. I’m not talking about releasing it through Kindle or Amazon for profit (but that’s an option). But the type I so happily collect: the lead magnets that can be downloaded either for free as an opt-in subscriber reward or for a nominal amount.

These clients – like many, many other marketing-savvy businesses – create and distribute business ebooks for a number of reasons.

Besides growing your marketing database as an opt-in lead magnet, they then increase your credibility and position you as an expert in the field. Written and used well, a business ebook will attract potential customers to your services and products – and convince them to make a purchase. And if your ebook is really substential, it might even be an opportunity to make some (modest) passive income (keep the cost low, be patient … and you never know!).

But why stop there?

It’s also a format that keeps on giving. You can re-purpose your business ebook into a series of related industry-magazine articles, or transform it into an online course or podcasts. Use your its content to feed your marketing campaigns with social media posts, promotional emails, white papers, infographics, and videos.

A Format for Substantial Exposure – and Marketing Opportunity

Sometimes, creating an ebook is a natural progression from writing regular blogs. It can be frustrating at times to try to fit in everything you want to say in 1,500 words or less. A business ebook gives you a more expansive format – one that is more of a step-by-step ‘how-to’ guide, rather than just topline information on the benefits of something. You can create workbook-type ebooks that include space for answering questions, interactive quizzes and checklists; these are often a hit with the readers as they create interaction.

So, what should you write about? You actually know part of the answer already:

• What are you good at?
• What knowledge and experience do you uniquely have that you can share with others?
• What do you customers ask you about?
• Which of your blogs or articles have been the most popular?

Still not sure? Sites like Buzzsumo can also be handy to check out for lists of content that performs best for any topic or competitor (and an idea of subjects that haven’t been covered).

Whatever topic you chose, ensure it fits in with your marketing strategy and targets your ideal clients.

5 Tips to Get You on Your Way to Business Ebook Stardom

Ready to write? When you commit fingers to keyboard to work on your ebook, there are some important things to plan, do and check off:

#1. Give it Some Thought

Before you start writing a business ebook you need to plan an outline of chapter headings and structure, strong headlines. Decide on the type of format, i.e. will it be designed as an interactive workbook or a straight informational guide. These may change as the content comes together, but you need to have a clear idea of what you want to cover off. Length is another consideration – I think 10 pages or 2,000 words are the absolute minimum length, but opinions differ. The main use, topic and audience of your ebook will determine its ideal length. Carefully think that through in your planning.

#2. Do Some Research

There is no point in wasting your time on a topic that’s been done to death as a business ebook. You do need a unique approach or point-of-view, so have a look at what’s out there and find the angle that suits your book best. Sometimes the best ideas will come from what is popular overseas or related industries but can be adapted to suit your particular audience.

#3. Commit to Time and Place

If you are really going to do this, and it well, make sure you firmly set aside time each day or week to write. Giving yourself a realistic but not exceptionally long deadline – let’s say 2 months until launch – and hold yourself accountable by sharing that date with others.

#4. Just Write

Your first draft won’t be great. Don’t worry about that; you’re not alone in that. The main thing is to get your thoughts and knowledge on paper or screen. Resist the urge to edit it as you go, and don’t overthink things. Just write and polish it later. Keep your ideas and writing flowing.

#5. Bring in the Experts

You will need an editor/proofreader and a designer. I might be professionally-biased you think, but hear me you. Like every author, you’re too close to your own work to see it with a reader’s eye. And we are all our own worst proofreaders of those long written-pieces we are wrapped up in. Ever read a book or article and loved it – until you found that logical fault or one minor error, and it put you off? It’s hard to create a solid reputation as an expert in your field; it’s easy to lose your reader’s favour if they think you’re sloppy. So you need to allow time and some budget for editing and proofing. Inhouse or outsourced. Equally, try and resist to design the cover yourself. If you want your ebook to be read and kick goals, go for it body and soul for a quality result.

Remember nobody else knows what you know, has the same experience, ideas, thoughts, passion or approach as you.

Right there – in that special mix ­– there’s a topic and story that is waiting to be told.

And your ebook worth writing … and reading.