Promoting Your Business with an E-Book

Information is the one thing every person in the world is searching for when they browse the Web. Whether checking for the release date of a music group's album or researching the effects of certain drug interactions, people are looking for answers, opinions, stock tips and any other kind of information you can think of. So why not take advantage of the opportunity to share information with current and prospective clients?

Electronic books, called e-books for short, are valuable and cost-effective ways to package your information so the client can easily access it. They also don't cost a penny to deliver to your client's house, and aside from the creation process you don't have to spend any time shipping them out - one click and it's in their inbox, effectively eliminating all cost for reproduction. Not only that, but e-books can contain graphics, hyperlinks, audio/video and anything else that the Internet can display.

There's no limit to the kind of information you can put in an e-book. Try recording a sales pitch via video, demonstrating your product for the client in their own home without you having to be present. If you have sufficient knowledge (or a friend who does) you can even make interactive presentations available. Or you can create a virtual "bait piece" by letting clients read the first chapter of your book for free, allowing them to judge the usefulness of your information for themselves before paying for the book. Including something that the prospective client can get for free will always pique their interest (as human nature proves) and may transform them from potential to actual client. "Trial periods" where users can access part of your e-book for free for a limited time also works well, and you can bill them when the trial period ends.

Consider interviewing several experts in your field and compile the results into an e-book, marketing it as "tips from the best in the industry". Many people will agree to be interviewed just for the exposure, or a small percentage of the profits. Create audio or video interviews for a more appealing book.

Remarkably, referrals also work extremely well in the e-book business. "Spreading the word" of a book that has useful products or information contained within goes a long way in today's market, earning it a place in the "viral media" world. When newsgroups and other online communities get hold of something they think is valuable, they make it known to all of their friends, who in turn make sure all of their friends know about it, and soon you have a market full of customers you didn't even know about or have to find.

To write an e-book with the potential for becoming viral, write about something that solves a problem many people face in their industry, or something that offers information about an issue that your target demographic thinks is important. Remember to keep it short: 10-15 pages is ideal, but anything under 30 is acceptable. Package it into a professional template, and include a button somewhere in the e-book that allows the reader to send it to a friend. You can even encourage them to do so. (You may end up giving away free copies this way, but the exposure you'll gain far outweighs the monetary loss.)

How is it possible to create clients by giving away free information? Well, people appreciate being informed on topics they care about without having the pressure of a sales pitch added to it. Giving free information gets them interested in both you and your e-book, so when you later offer products or information to be purchased, they'll remember your free e-book and be more willing to pay for what you're offering. This is why it's a good idea to set up a registry on your e-book website where the client gives their name and e-mail address, so you can send a follow-up letter later.

To use an e-book in marketing effectively, you need to be willing to give something of value for free. This both establishes you as an authority in whatever field you're in and lets your prospective clients know you're not just trying to rake in money with a half-baked book. Earning the trust of your clients is often a better achievement than pitching a hard sell, and offers a better return on investment in the long run.