Ebook Copywriting

Building brand credibility and generating leads for your business

Demonstrate your expertise and differentiate yourself from the competition with a well-written ebook. This extremely useful marketing tool not only establishes your industry credentials but also makes you more visible to search engine crawlers.

How to land new customers with ease

When prospective customers visit your website, wouldn’t it be great if they would leave you their contact details before they leave? Well, they will… but only if you offer an incentive. And that’s just what an ebook is. A useful, shareable gift that visitors can download in exchange for their name and email address. It’s that simple.

Marketers call ebooks ‘bait pieces’, and it’s easy to see why. These downloadable booklets are great at capturing leads from people that have a genuine interest in your product or service. How many times have you been to a site and left your name and email to get a solution to a thorny problem or an ingenious technique to change the way you do things for the better?

Sound marketing reasons for investing in an ebook

Generating strong leads is probably the number one reason companies invest in developing an ebook, but alongside that they may also want to:

  • promote a new product or service 
  • position the company as a knowledgeable resource
  • offer valuable expertise to their target audience
  • strengthen the brand and demonstrate trustworthiness
  • explain a topic that is too complex for a blog post
  • build a healthy email marketing list that complies with the law
  •  encourage subscriptions to a newsletter, publication or webinar
  • help potential customers learn more about the company
  • give the company’s website plenty of link juice (backlinks)

As you can see, there are many excellent reasons for writing and publishing an ebook.  And don’t forget, ebooks have a pretty long shelf-life. They can continue generating leads one or more years after they’ve been published. Compare that to the short lifespan of a PPC ad.

Quick note: We’re talking here about PDF-style ebooks, not EPUB-style ebooks. The latter, used on devices like Kindle, iPad and Nook, are non-editable and reflowable (i.e. line breaks reformat and images resize to fit the reading device’s screen). The PDF format favored by most marketers is not reflowable. However, it’s much easier to produce.

          What makes an ebook such a
              powerful marketing tool?

The ebook is so successful because it showcases you as an industry expert. By giving away a little know-how that can’t be found easily elsewhere, you position yourself as a trustworthy provider of your product or service. What’s more, by helping prospects in their research, you’re encouraging them to move one step closer to becoming your next customer.

Ebooks can be used in many ways, which increases their worth. Perhaps its most popular use is as an immediate gift for signing up to a newsletter or blog. But don’t limit yourself to this. Incorporate it as a freebie in a PPC ad or email campaign, add it to you email signature, distribute a printed version at trade shows or presentations, or make it part of a content pack for prospects.


The process of creating a marketing ebook  

Creating an ebook is more involved than writing a lengthy blog post but generally less labor-intensive that developing a white paper. If you engage me to write an ebook for you, these are the steps taken once the project has been given the green light:

  • 1
    Hold a project meeting: I flesh out some ideas with you and get some background information on your company, product or service and target audience. This can be done on the phone or via Skype to make things as convenient as possible.
  • 2
    Find the right topic: We agree the topic for your ebook. This should be of high interest to your target audience and position you as the go-to provider of your product or service. It should also be narrowly defined and not easily answered by doing a quick Google search. To hit on the right topic, I carry out some research on your behalf.
  • 3
    Gather information: I start collecting all the information I need to write the ebook. That information may come from you directly (your website, brochures, employees, et cetera), by doing desktop research, or by interviewing subject matter experts.
  • 4
    Draft an outline: I draft a rough outline of the ebook’s content and create an effective title and possible subtitle. The title will be clear and specific, and it will communicate a promise to resolve target audience’s problem. Each chapter will be given a working title and a bullet list of contents.
  • 5
    Research keywords: With your help, I draw up a list of keyword phrases that need to be included throughout the ebook. Understanding the language your target audience uses in relation to your product or service is essential to my research here, so if you can tell me the questions your customers often ask, I can create an effective list.
  • 6
    Write the ebook: As soon as you approve the rough outline and list of keywords, I begin writing the ebook itself in accordance with best SEO copywriting practices. The first draft is sent to you for review and comments. I also send you a report of which keywords were used, where and how often.
  • 7
    Carry out a review: I receive your comments and process the revisions. The final draft is sent to you for approval. 

This systematic approach to creating an ebook maximizes your chances of marketing success. You’ll end up with a readable and useful document that people will find on search engines, want to download, and then share with others. 

Marketing success with ebooks

Ready to start generating
more leads for your business?

Get more traffic to your website, capture your visitors’ details, and enhance your credibility with a well-written marketing ebook. Just drop me a line at helen@write-for-business.com and tell me your general writing needs.

I’ll give you a ring at your convenience to get some more details and work out a customized quote. What could be easier?

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