“Everyone has a book inside them,” is a comment heard often.  At some point in our lives we recognize we have something we can offer to many other people.  One of the ways we can share this valuable information with others is to write it out and distribute it.  This seems easy enough on the surface.  If you’re just writing for your family and/or a few friends you can easily do so.  Whether you use pen, pencil, paper, or a word processing program, your publishing capacity is somewhat limited by making copies and distributing them.  On the other hand,  if you have broader hopes of distributing to a much larger audience you need to take advantage of the most current technology to produce and distribute your finished product.  Authoring and producing an eBook (electronic book) could well be the answer to your needs.

Sharing or selling your knowledge over the Internet via the eBook is a low cost method to meet this need–we refer to this process as “self-publishing.”  Once your work is completed you have an inexhaustible supply of material that can be shipped off to willing buyers.  The Internet is the perfect medium to be able to reach a broad based group of individuals seeking information and knowledge.  We live in a “I want it now” society; an eBook is the solution to meet many of these impatient visitors needs.  Being able to download your eBook quickly is a big advantage.

You need to create your eBook for the group with which you want most to share your information and knowledge with;  your book could be for family, friends or potential customers.  IF your efforts are directed at selling to potential customers, you’ll need to identify who those people are. This will require some research on your part.  You’ll want to ascertain what your targeted group’s needs or wants are.  Areas of research should include perusing online discussion group sites–from which you’ll want to review as many postings and articles as possible.  Look for questions being asked several times–this shows a need and interest for particular subjects.  Other areas you should research could include message boards, subscribing to email discussion lists, forums and news groups.  Don’t overlook checking out what are some of the top selling books of the time–check Amazon.com for starters.

From your research in defining what is being read and researched, you can create a list of possible subjects to write about–given your own interest and knowledge base.  You can also identify the specific elements or chapter topics you should include in your book.  Start your lists with broad subject groupings.  Chapter creation should be directed at more definitive aspects of the broad category you’ve chosen.   As a for instance, if you were writing about investments your chapters might look something like this:

Investing Basics
Building a Portfolio
Stocks (buying and selling)
Bonds (types [government, corporate and municipal] – buying and selling)
MutualFunds
Closed End Mutual Funds
ETFs (Exchange Traded Funds)
Asset Allocation
Rebalance a Portfolio
Tax Implications
Philanthropic Benefits

You should write each chapter separately.  You may have a desire to compose or draft a certain chapter first, even if it will become the concluding chapter, and then move on to other chapters in a random order.  You can sort the various chapters later, placing them in their appropriate place, to make the book  flow smoothly and with continuity.

Each chapter should be filled with ample information to provide your readers with relevant subject matter.  The chapter should contain as much viable information, and be as complete and enlightening as possible.  Readers are looking for answers and solutions to their questions and needs.  If you don’t provide the information they seek, your book will not be of value or have significance; if you’re selling your eBook, sales could drop off drastically.  Honest and properly presented information is king.

Your eBook needs good valuable information first and foremost.  Frilly and colorful elements make the book’s appearance better, but that isn’t what people are looking for.  Make the information you provide earnest, relevant and readable.

Always take the time to proof your material several times.  Be sure spelling, punctuation and grammar are as complete and accurate as possible.  Have others read it too to ensure you have a flowing easy to read book; they should be willing and capable of providing critique about spelling, punctuation and grammar in-addition to comments about content and it’s read ability.

Your book should be constructed with small blocks or paragraphs filled with relevant information.  Leave a space between each paragraph.  Indenting is a personal option, but totally not necessary.  Use a font that is easy to read like Arial or Verdana (which are used by most all computers); you don’t have to be fancy here.  Open, or white space, is helpful to readers; that is why you want spaces between paragraphs.  Short paragraphs help with reading the material too.  Adding headers to specify key information for important elements or paragraphs is also helpful.  These additions will help keep the reader’s interest.

For more specifics on creating and publishing your eBook you need to read these additional articles:

• Select a Format (PDF or HTML)
  • PDF Format
    • PDF eBook Design
  • HTML Format
    • HTML eBook Design
• Register and Protecting Your eBook
• Marketing Your eBook
  • Payment Method
  • Utilizing an Affiliate Program

We’ll make the the assumption you have already created a literary masterpiece, or you plan to do so shortly.  Either way, you are looking at how to best promote your eBook–we assume you want to earn something for your effort–so, you want to sell your work.  This can be a great way to add income you don’t already have, and publish information you possess that others would love to acquire or know more about.  Promoting or marketing (selling) your eBook  can be a part of your initial plans.  If so, this information should be helpful.

You need to consider these facets as you approach your marketing efforts:

Create a fact filled eBook
Develop a website to help promote your eBook offering(s) — a site specific to your subject is very helpful
Formulate a dynamic marketing plan
Provide ad copy that is focused on your subject, vibrant and forceful with reasons  for readers to want to have your offering
Provide a check-out, payment and delivery system which is simple to use

We’ll touch base on each of these facets with a little more information to assist you in your promotion and marketing efforts:

Create a fact filled eBook

With this facet we’ll make a simple assumption you have created your literary masterpiece–or soon will.  With this as a given, we’d only advise you to fill it with definitive facts.  This is what readers are looking for  . . . unless you’ve written a novel.  A novel needs to have a beginning and end with a road of reading to get you from the beginning to the end.

Be sure to have your work proof read by yourself and others to identify spelling and grammatical errors. Thank goodness for “spell checkers” as well as the grammatical guides offered with such text editing programs as Microsoft Word.

Develop a website to help promote your eBook offering(s) — a site specific to your subject is very helpful

This particular element is too broad to cover in this article.  We recommend you look at some of the many helpful programs and information found on the Internet to guide you in this step.  Having your own website has some specific advantages, however, control is the biggest.  If it’s yours, you can say and do what you feel is best, but we’d suggest listening to others for help. The use of templates can be most helpful, and a short cut method to providing you with a pleasing site for people to land on.

Utilization of search engine optimization is essential. You will be well served to do some research on this topic to be sure you maximize your opportunities on the Internet with the help of the search engine’s rankings.

Simple is helpful when promoting your eBook offering.  Your website should be equally void of too much glitz or flashiness.  Simple sites load quicker, and tend not to confuse readers with what you’re offering them.  The primary goal of your website is to draw the readers attention to what you are offering them in the way of information, and to get them to take action–buy your eBook.

Formulate a dynamic marketing plan

Having a marketing plan will help you focus your energies and resources on the areas that should provide you with the best and widest exposure to the market place.  Here are a few ideas to consider as you structure your marketing plan to help you along the way:

• Make Your eBook Offer A Website Landing Page - This landing page should be a page that provides basic information about your eBook subject matter.  Things to include on this page would be an eloquent and descriptive heading; a narrative  about what your book is about; an index list of chapters; testimonial quotes from satisfied readers–which may include comments and recommendations from noted individuals; a straight-forward review of benefits the reader should be able to gain; directions on how to buy your eBook (a “buy now” button).
• Provide  Free Sample Chapters - Give your potential buyers a taste of what they can expect from your eBook.  You may give them “teaser” pieces from more than one chapter.  Also, there is something tempting about getting something for “free.”
• Promote “Word of Mouth” Advertising- Your readers can be a great source of referrals.  Suggest to them that they share with friends the opportunity to get their own copy of your eBook.  Mention your book on social media outlets.  Where possible, have a review placed on other websites and blogs.
• Create A List – One of your greatest resources will be the creation of an “opt-in” list.  You can use this list to generate leads.  There will be no better group of people to share your advertising and hype with than those you already know are interested in what you offer.  This may have more importance for a “second” offering than for a first publication.
• Generate Honest Anticipation and Hype-  Utilize all of the mediums (social networks, blogs, etc.) to share what you are offering.  Ask for input and suggestions . . . this creates hype and curiosity from those who participate.  They may have worthwhile input to help strengthen your eBook’s content, and make it richer and more helpful.
• Obtain Reviews From Others - Ask other reputable websites and blogs to review your work.  If other readers like what your eBook offers, you can expect others to be equally satisfied.  You may want to offer a free copy of your book to other blogs and websites to review, but they should be highly-regarded sites and individuals to add to your books credibility.  As a last resort, if you have to, you can purchase reviews from websites and bloggers.  PayPerPost and ReviewMe are two such services-but this is not our prime recommendation.
• Pay Others to Refer Your eBook- “You can give a little to get a lot.”  Sharing in the rewards of successful referrals that culminate in a book sale may be a simple method of adding sales.  Providing an “affiliate” opportunity may be just the answer to get wide spread coverage of your eBook to interested readers.  You may want to read our article: Affiliate Marketing Primer.
• Advertise To Your Niche Market- Use the many online forums to advertise your eBook offering.  Direct your attention to those communities that are centered around your niche market.  Utilize links to your eBook’s landing page where possible.  If some expense needs to be incurred, consider what the potential return could be, and give it a test run.
• Price Your eBook Reasonably- Remember your general expenses to produce and market an eBook is not overly excessive–so don’t expect, or price, your book out of the reach of your target market.  Look to see what others are charging, and “be in the ball park.”  You can give your book away for free, but if you’re seeking income you need to charge for it.  You may well find that charging a modest price will result in more overall sales, and hopefully more net income to you.  If your offering is so dynamic and unique you may be able to suggest a much higher price.  You have to be the judge here, but you can price yourself out of the market if you aren’t careful.
• Offer A Course That Includes Your eBook- This gives you a double focus: training and selling.  Make your course viable, but simple, and rely on your eBook to really “teach” the course.
• Sell Direct Via Retail Sites- You can offer your eBook to readers using retail sites such as eBay, eBookMall, Amazon and Clickbank.

Here are some other articles on our website that could be of help to you.  You may want to review other articles on our site that likewise could assist you:

Creating An Internet Marketing Plan
Developing Marketing Strategies for Your Web Business
7 Critical Affiliate Marketing Product Promotion Mistakes to Avoid

Provide Ad Copy that is focused on your subject, vibrant and forceful with reasons for readers to want to have your offering

Writing vibrant attention getting ad copy is a real challenge even for the professionals.  Don’t feel disheartened if you find this part of your eBook publicity campaign exigent.  You are not alone in this thought-provoking responsibility.

Writing articles seems to be a breeze for many.  Articles are much easier in many respects because they are informational in their structure.  You generally have sufficient space to write a descriptive presentation about your subject matter.  Ad copy, by contrast, has limited space with which to “grab attention and make a call to action.”

Readers are looking for answers and solutions!  Your ad copy should answer a readers question, help them solve a problem, or fill a need–physical or emotional.  They have the need.  Your ad copy must tell them you have their solution in a succinct direct way.  Don’t be overly wordy, but say what you need to say–not more not less.  Tell them what there problem is . . . they’ll recognize it . . . give them your solution.  Sounds easy, right?

Too often we see ads that go overboard in their promise of help.  This is often referred to as “hype.”  Webster’s Collegiate New World Dictionary says hype is: “to put on: DECEIVE: increase: to promote or publicize extravagantly”.  The dictionary also says: “STIMULATE, ENLIVEN.”  You want to avoid the first definitions, but maximize the second definitions.  Deception will eventually kill your long term opportunity.  Your ad should provide positive affirmations and solutions.  Be truthful, but don’t over kill or emphasize what you say your offer will accomplish–say what you mean, but mean what you say.   If what you have to say isn’t true–don’t say it!!!

Your ad needs to stand out from the other ads marketing the same or similar product–eBooks.  They need to attract attention, but not be gaudy or overly glitzy.  The appearance of your ad matters . . . just don’t over do things.  The KISS (keep it simple stupid) principle applies here.  Using different sized fonts, capital letters, bold and color (read this article on the “feelings of various colors”). The judicious use of these elements can’t be over emphasized.  A LITTLE GOES A LONG WAYS!

Be sure you focus your ad on the reader and not on you.  Your helping them not the other way around.

Don’t forget to proof your ad for grammatical and spelling errors.  Look professional–be professional!!!

A review of what you need to create effective and grabbing ad copy:

State a need
Provide solutions or answers to the need
Be truthful, but modestly bold
Keep your copy short
Utilize fonts, capitals, bold and color judiciously
Focus the Ad on the reader

A sample ad copy might look something like this:

“DO YOUR EYES FEEL TIRED AFTER A DAY AT WORK? “Discover How to Relax Rest Your Eyes in Minutes.” ORDER MY BOOKLET – “10 Easy Steps to Removing Stress from Weary Eyes.” All you have to do to get started relieving your TIRED EYES is CLICK HERE NOW!“

Provide a check-out, payment and delivery system which is simple to use

You’ve got a reader committed to purchasing your eBook offering.  Now what?  Make placing the order and payment process as simple as possible.  Provide your customers with ease of purchase.  You’ll need a “check-out” or “shopping cart,” and be able to accept various forms of payment, including foreign currency.  IF YOU DON’T ACCEPT CREDIT CARDS YOUR MARKETING SUCCESS WILL BE HAMPERED!

Here are some links to shopping cart and payment services that can provide you with the help you need to be able to market your eBook online and get paid for it.  There is no order of preference in the listing.  We make to recommendation specifically because each eBooker’s needs are different.  We suggest and recommend you research any and all of these offerings (in addition to others you may find on the Internet).

Google Checkout
Clickbank
PayPal
ShopperPress
Total Merchant Services
QuickSales
Americart

Lots of hard work and effort has gone into the creation of your eBook manuscript.  You don’t want all your robust effort to be easily absconded by others not willing to put in the same grueling time and research.  What do you do to protect your work?  You need to take the necessary steps to provide you with some assurance others can’t steal or use your document without your permission.

U.S. copyright laws are your first line of protection.  This occurs just by creating your eBook.  In and of itself it does not protect the pirating of your work.  Should you find the need to file a lawsuit against someone who has used your work without your permission, you will have to have your copyright registered.  Taking this additional step to protect your efforts is worth the time.  Check these site links for the process to register your eBook:

U.S. Copyright Office: http://www.copyright.gov/

Click and Copyright: http://www.clickandcopyright.com/

MediaRegister: http://www.mediaregister.com/

For International copyrighting go to:

Online Copyright Registration and Archives: http://www.worldwideocr.com/

Copyright Registration Service: http://www.copyrightregistrationservice.com/

After you’ve registered your copyright you may want to get an International Standard Book Number (ISBN).  This 10-digit number identifies books that are published internationally.  This unique number is issued to one title only, and should you alter, modify or update your work, you’ll have to get another ISBN number for the changed work title.  With this ISBN number you can have your eBook listed in the “Books in Print” database.  This database is used by bookstores and libraries when ordering books.  Also keep in mind you’ll need a separate ISBN number for your eBook for each format you wish to publish your book in.  There is a cost to get these ISBN numbers–currently $225 for 10 numbers.  These numbers can be ordered online.  See the links below for two sources to get ISBN numbers:

http://www.isbn.org/

http://www.bowker.com/

Should you wish to put your eBook on a CD-ROM you’ll want the Bookland European Article Number (EAN) which will include your ISBN to be embedded in your EAN bar code.  This bar code has been devised specifically for books–including eBooks.  This is another of the international programs to provide booksellers with information needed to sale the book, such as the price.  This is another important database to be listed in.  For further information go to this link:

http://www.isbn.org/standards/home/index.asp

Being forewarned is being for armed. Take some time to research what you need to help protect your hard work.  Some of the options noted above may not be necessary, but check them out and make the decision best suited for your needs.

You’ve made the decision to create a eBook, and you’ve decided on which format you want to use, what is your next step?  The design or layout of your book.  Whether you have selected the PDF or HTML format is of no consequence in designing your books layout.  There are some basic elements for you to consider as you construct your masterpiece.  The structure and presentation of your end product will have great influence on your overall success.

Your eBook should look professional, pleasing to the eye, organized with the reader in mind for being able to navigate through the book with ease.  Any images, graphics or other enhancements should provide value and be a compliment to your book’s subject matter.  Keep the basic look of your book from being overly garish.  Simple goes a long way in pleasing readers expectation.  They are seeking information . . . not excessive glitz.

Each page you create should be considered in the same manner as you’d expect to see in a “hard bound book.”  The actual design or structure of your book may vary based on the subject and the material being presented, but here are some suggested basic guidelines to consider:

• Opening Page
• Forward
• Instructions
• Table of Contents
• Introduction
• Chapters
• Page Numbers
• Headers and Footnotes
• Borders
• Images/Graphics

Here is some expanded information on each of the above elements to help give you ideas and clearer understanding of what might be expected from that page or factor:

Opening Page

In an eBook the opening page is your “landing or first” page.  This page should be designed with any graphics, logo or images you feel is appropriate which identify your book’s subject matter and that compliments your presentation objective.  This page may include a “title” you’ve chosen for your book, and may contain an opening statement to entice readers to look further into your work.

Foreword

The foreword of your book is where you would provide any copyright, disclaimer or other information consider to be of import to your reader, and for your intellectual protection.

Instructions

This page is where you would provide readers of your eBook with any enlightenment, information or instructions you feel would be of benefit to them.  Directions or instructions on navigating your book could be helpful, and presented on this page.

Table of Contents

The Table of Contents, while very important, should be the last item you construct for insertion in your eBook.  Hand written tables can assist you as you organize and construct your book, however.

The primary purpose of a table of contents is to provide an overview of your subject matter by category or page, and provide readers with a means of locating where specific information is located in your eBook.  There are programs in text editors that can help you, or even produce, a table of contents for you.  Page numbering would be a benefit when constructing your book for use with your table.  Care and consideration must be given when organizing your book for continuity and clarity, and a table of contents will assist in both the structure and guidance for your readers.

You can use “style functions” with your text editor to assist you in creating chapter headings and your content table to distinguish them from other aspects of your book.

Selecting a “text editor” or “compiler” that allows you to create a table of contents that is interactive with the segments of your book would be a plus.  Providing a means of readers being able to click on a segment or chapter in your table and “jump” to that section would be profitable.

Introduction

The introduction page is where a synopsis or overview of your book’s subject or topic would appear.  This gives the reader some expectation of what they can gain from reading your eBook.  The introduction page usually follows the Table of Content page.

Chapters

This is the heart or meat of your publication’s efforts.  Readers will be informed and instructed on the subject you are presenting in the chapters provided.  Break down your subject into segments that provide the necessary information, but are laid out in a fashion to provide continuity and flow of the subject.  Chapters should be well defined–you can use different and larger fonts, colors or graphics to assist in this process.  The chapter title should be located at the top of each chapter’s beginning page.

Chapter content should provide relevant information and instructions concerning your book’s subject.  Be concise and direct in presenting your information–don’t “ramble.”  Add embellishments such as graphics and images that help clarify or add function to your topic, but don’t make it a picture book.  Start with the simple and end with the complex in a succinct manner.  Give your readers valuable information, such that when they are finished reading your page, chapter and book they have been informed and educated.

To help you present your eBook in a professional looking way, here are a few additional items you can consider to help you create the look and feel you want your book to have.

Page Numbers

You should definitely consider the use of page numbers to assist the reader in navigating your book.  Most “text editors” have page number insertion capabilities.

Headers and Footnotes

The benefit of using headers and/or footnotes with your eBook is being able to provide helpful information on pages for the use of readers to clarify, add or direct them to specific aspects of your page or chapter.

Borders

Using borders can add a pleasing and profession look to your pages.  This element is purely optional.  Like most other issues related to your publishing your book, “a little goes a long ways,” don’t over do the borders.

Images and Graphics

The utilization of images and graphics can be a further plus in adding value to your eBook.  These enhancements can add clarity and increase the viability of the information you’re providing readers.  One mistake eBook creators make when using graphics and images is having too many of them–making your pages or book appear to be too busy.  Use them judiciously.

You’ve made the important decision to publish an article, newsletter or book on the Internet–referred to as eBook publishing.  There are two formats you can use to get your treasured material out to the world:  Portable Document Format (PDF) by Adobe, or Hypertext Markup Language (HTML).  Each format has its good points, and each has some bad points to consider when selecting which one to use. 

You’ll need to do some research on each format, if you aren’t familar with them, to determine which is best suited to your needs and desire.  Both will provide you with a finished product that can be presented to your target group.  Some individuals have a preference of one over the other.  We make no recommended preference one over the other; use the one best suited for you.

As you look at each of these formats you need to ascertain the factors or functions you feel are best suited to you.  The ease of use is always a top issue.  If the process is too complicated, and you don’t feel you want to spend the time to learn it well enough, then look at other options.  Both the PDF and HTML are not that complicated for basic use.  If you want a more sophisticated product, you may have to become more knowledgeable, or pay for a program that does a good deal of the sophisticated processes.

Below is some basic information on each of the two most popular formats:

PDF

has become the most popular format used by eBook producers.  Here are some of the reasons or benefits of using Adobe’s Portable Document Format (PDF) :

• PDF files (.pdf) are generally considered easier and safer.  They are less likely to be infected with viruses.
• They are relatively easy to create if you have a basic word processor program and a program that will convert the document to a pdf file.  Most new word processing programs have this capability, but there are many “free” programs available to download.
• PDF files are very portable. They can be read anywhere anytime if you have the necessary reader software like Adobe Acrobat Reader–other readers are available.
• This  format helps shrink the file space required for the document which allows for smaller files (compressed)and ease of use with which a user has in creating their work; a real benefit for being able to email your documents quickly.
• There is no special training or computer language needed by the user.  PDF files are much easier for viewers to open–as long as they have the necessary software (i.e. Adobe Acrobat Reader).
• Visual properties such as graphic and images are easily converted.
• Interactive functions like hyperlinks, markup, file attachments, movies, music, etc. are supported.
• Security and data encryption are supported which gives your files greater usability for only those you wish to have access to them–using passwords and permissions. 
• PDF files print easily and correctly using most any printer.

HTML

is a popular format used by eBook producers.  HTML is known as the “language of the Internet.”  Here are some of the reasons or benefits of using Hypertext Markup Language (HTML):

• HTML formated documents are completely compatible and interactive with the Internet.
• Can be designed like a website with use of a HTML compiler (which may have to be purchased–see note on compilers below).
• HTML documents can contain interactive functions like hyperlinks,  graphics, video, music, JavaScript, forms, etc.  What you can put into a website you can just about put in your eBook.  Let your imagination be your guide. The creator has control of the look and feel of the product.
• May contain an unlimited number of pages.
• Can create customizable fields.
• HTML files can be shared via CD-ROM or Internet downloads.

Note:

Compilers (sometimes referred to as “editors”):

Compilers or editors are programs which enable users to create and edit text files.  Word processors are not, in and of themselves, compliers, but many have broad capabilities which would give many users the feeling they are using a compiler.  Compilers deal in writing and editing source code (programming language or code used by a computer’s processor).