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HOW TO GET STARTED
You want to offer an e-book on your website to attract visitors to provide their email address in exchange for this valuable information.
• But you’re not sure exactly where to start…and what it should look like?
• You don’t have any fancy software and aren’t a graphic artist.
Where do you start?
Creating e-books is important because they are one of the key ways to offer something of value to potential customers in exchange for permission to continue the conversation.
In this lesson, you’ll walk through the basics of creating an e-book simply and easily using a word-processing program like MS Word.
• You’ll discover simple strategies for creating valuable content with a minimum of hassle.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll:
- Determine the basic elements of an e-book
- Walk through how to create the elements quickly and easily
- And look at some common-sense formatting tips to make your audience want to read more.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide to give you “hands-on” training customized to your own business.
WHAT IS AN E-BOOK?
What exactly is an e-book?
- The name brings to mind complicated electronic novels sold on Amazon.
The truth is that many e-books are simply documents that have been created, styled and saved as .pdf documents for use as reciprocity engines to grow connections with website visitors.
These types of e-books are not designed to win the Pulitzer Prize.
- Their simple purpose is attraction.
You want to attract visitors to your valuable information and make it worth their while to opt in to your email list.
- The content should talk about a problem the visitor is having, or an unmet desire that your products or services can fill.
One common format is to introduce the problem, stir it up a bit and then offer a solution.
- Think about it from the visitor’s perspective.
What would catch your attention if you just landed on the website?
4 BASIC ELEMENTS
E-books can vary in length and content, but nearly all contain these four basic elements:
1) A cover page with attention-getting Title or Headline
2) A copyright page designed to protect your rights showing the copyright date, name of author and “All Rights Reserved” statement.
3) A series of chapters which break up the content into readable chunks and typically cover 3-5 main points
4) And a back cover-often with a call-to-action and link to the website.
CHECK OUT NATIONAL ENQUIRER
Don’t be intimidated by the idea of creating an e-book.
We’ll walk through how to create the elements quickly and easily.
- First of all, the cover page needs to contain an attention-grabbing headline or title that evokes curiosity in the reader.
It sounds corny, but if you spend a little time reading magazine covers and you’ll get an idea of what grabs your attention.
- Then adapt it to your needs.
This is the quick way to create headlines.
WAIT A MINUTE…
The headline should stop people in their tracks so they say “wait a minute-I want to find out more.”
- But they don’t have to be overly dramatic, for example many popular titles are “how to.”
They could be:
• How to take charge…
• How to end a problem…
• How to do something…
• And how to be someone…
COVER DESIGN 101
Next, get started with a cover image by inserting and styling some shapes on the cover page in addition to the text.
- A simple rectangle at the bottom with your company name and a circle with a shadow create an attractive basic cover that you can edit easily for your specific needs.
PUT A CALL TO ACTION
Similarly, the back cover can be creating using a shape for a button and inserting a hyperlink in the text.
The shapes and text can be edited to match your company’s branding colors and fonts.
• Don’t forget to put a clear call-to-action and link at the end of the e-book.
When it makes sense, you can always circle back and have a graphic designer polish the cover and styling.
WANT TO READ MORE…
Finally, let’s look at some common-sense formatting tips to make your audience want to read more.
The first tip is to make it scannable.
- Break up the text into short readable blocks.
- Use bullets and sub-headlines to make it easy to understand the main points.
- And leave lots of white space around the sections so they don’t seem too crowded
Next, make sure it’s easily readable for your audience.
- Use a 14 or 16 font so people can glance over the material without strain.
- Keep the font style crisp and uncomplicated.
- And keep the colors choices simple and straight-forward.
If you keep these design tips in mind, you’ll increase the value for your readers.
TIME TO GET REAL!
Now it’s your turn.
Go to this lesson’s Practice Guide.
- Look at the examples and walk through these steps to create your own e-book.
Think about what information provides the greatest benefit to your site visitors and come up with an attention-grabbing title.
Now that you’ve looked at how to create an e-book, let’s expand your reciprocity engine portfolio with our next lesson: “Creating Valuable Special Reports and White Papers”