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Tips to Writing an eBook That Leads to Sales … Hire a Freelance/Ghost Writer

September 14, 2011 By 2 Comments
eBook printing experiments

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Every writer begins a book or eBook differently. Sometimes, I start at the beginning or end and then write the middle. If you want an eBook, it’s best to begin at the end. Why? This is a good way to figure out the goal of your eBook is. When you know what he end will be, the beginning and middle can be written.

Answer the following questions:

  • What do I hope to accomplish by having an eBook?
  • Who is the target audience?
  • What problem(s) need solving?
  • What will readers get from reading the eBook?
  • Why should readers give their name, email addresses and other pertinent information in order to receive the eBook?
  • How does my eBook differ from the countless ones already available online?
  • What is the log-line (two to three sentences) for the eBook? This clearly defines what it is.
  • What kind of staying power will my eBook have?

Most eBooks are 5,000 words or less. Writing a lengthy eBook could work against you because your target audience may not have the time to read it. Most people want to get in and get out because they lead busy lives. Also, make sure you avoid long sentences and jargon because your eBook could get lost in translation. Include graphs, charts and other media if it will enhance your eBook.

Tip #1: Mind your words. In other words, “Say what you want to say and say it.” Avoid using fifty-cent and dollar words because simpler terms work best; unless, of course, you’re writing an eBook for linguists.

Tip #2: Hiring a freelance or ghostwriter is how you’ll avoid writer’s block. You get to sit back and relax while the writer writes her little heart out.♥

Another important aspect of creating an eBook is the design and layout. Please use a fresh, clean design and layout. Your target audience may not appreciate a ‘lime green’ theme with bursts of florescent blues and yellows. Choose a tasteful design with a splash of color but not too much that it will scare your audience. You don’t want them using their sunglasses in order to read your eBook.

Tip #3: An eBook could be created in Word, Power Point, Adobe InDesign or some other multi-media program.

Tip #4: Don’t be afraid to incorporate hyperlinks and call-to-actions within your eBook. Don’t overwhelm your audience with these — use them sporadically.

Tip #5: Use a creative, eye-catching title for your eBook. You can always use the same old, same old titles such as “How To and Tips and Tricks” or try something new and exciting that will stop readers in their tracks. Creating at least 10 different titles is a great way to find the right title for your eBook.

Editing and proofreading your eBook is a must. Not only can a freelance/ghost writer write your eBook, they can edit and proofread it. You’d be amazed by the amount of errors that appear in fiction, non-fiction and eBooks. Mistakes happen from time-to-time, but it’s best to present an error-free eBook.

Tip #6: Stay objective by hiring a freelance/ghost writer. The writer won’t have an emotional vested interest in your eBook like you would. You may be too close to your eBook’s subject to write it.

Tip #7: Use a landing page to attract your target audience. Keep it clean and simple — think of your landing page like the front and back of a book cover. The title of your eBook should be clear. Give visitors a ‘snippet’ from your eBook, a first chapter or quote from an expert that was interviewed for the eBook. Incorporate social media icons and a call-to-action form that collects enough data for you to follow-up. Give readers a chance to read your eBook before you begin contacting them. Some readers may not read your eBook the same day they download it.

Tip #8: Market your eBook through social media sites such as Twitter, StumbleUpon, Facebook and others. Use email campaigns and create a ‘special’ newsletter. Also, use a press release. Your freelance writer could write this as well.

Tip #9: Analyze your eBook and ‘tweak’ anything that needs it. Perhaps, the design didn’t win readers over. Maybe, your marketing campaign needs to be revamped. Correct and learn from mistakes and move forward.

Tip #10: Use your eBook wisely. Revise certain chapters and post them as blog posts or articles. Perhaps, you could post some of the material on article marketing sites such as Ezine Articles. Be willing to ‘contribute’ to the work of others by allowing them to incorporate an ‘excerpt’ from your eBook. This is great way to generate ‘publicity’ for you and your eBook.

Once your eBook is complete, you can breathe a sigh of relief. Hire a freelance/ghost writer (for example, me) because communications is their business; writing is their passion. You may as well take advantage of their services so you can concentrate on marketing your eBook. Of course, a freelance writer could help with this too!

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Filed Under: Clients, Freelance Writing, Ghostwriter, Overcoming Obstacles, Publishing, Tips and Tricks Tagged With: , , , , , , , , , , , ,

Tips to Getting Email Campaigns and Newsletters Opened

September 12, 2011 By Leave a Comment

How many subscribers open your email campaigns and newsletters? If your open rate is lackluster, perhaps it’s time to reevaluate your subject lines. Believe it or not, most subscribers take 2-5 seconds to decide if they’ll open your email. Does your subject line make them want to open your email? Why would they care about your email? Why should they open your email? Like it or not, your subject line matters. Avoid the SPAM folder with these tips.

Tip #1: Send yourself a ‘test’ email to make sure your subject line is distinct enough. Make sure you can easily read your email.

Tip #2: Keep subject line to 5 to 8 words. Did you know that subject lines that are 7 words or less (30-40 characters) have a 42% open rate? Keep it short, simple and catchy.

Tip #3: More people are reading emails on mobile device. Did you know that 67% B2b (business-to-business) and 55% B2C (business-to-customer) use mobile devices to read emails? How will your email campaign or newsletter look on mobile device? Remember, mobile devices use 15 characters in the subject line which means you need to convey your message with fewer words.

What’s the purpose of your email?

1. Does it answer why?
2. CAN SPAM Act … Clearly identify the purpose of the email.

Tip #4: Make sure you match the method and tone to your brand. Use language your audience understands. For example, if your target market is 50-70, don’t write a subject line such as “OMG! Get 50% Off + Free Lady Gaga CD With UR Purchase Today.” Your target market may not understand what it is you’re talking about.

Tip #5: Don’t over promise or use an overly clever/deceptive subject line because it could come back to haunt you.

Tip #6: Subject lines that attract attention clearly state an offer or offer free shipping.

Did you know that 48% of emails are opened because of brand recognition (or sender)? Other reasons are readers are curious, an immediate answer is promised (30.3% of emails are opened), short, promised to solve a specific problem, funny or has your brand/name on it.

Tip #7: Avoid ‘spam’ terms such as CAPTIAL LETTERS, Free, $$$$ and excessive punctuation!!!!

Tip #8: Alternatives to the word ‘free’ are Our Treat, On the House, Be Our Guest, Just for You, Giveaway, Zero Cost and Complimentary.

Tip #9: Like it or not, using ‘top’ works. For example, “Top 10 Reasons, Top 5 Priorities, Best 7 Tips and Tricks or Top 7 Need-to-Know Strategies.

Before and After Subject Line Examples

Before : Our Monthly Tax Newsletter
After: 7 End of the Year Tax Tips

Before: Go Green Association Newsletter
After: 10 Easy Tips for Going Green

Before: Fantastic Seventy Percent Reduction
After: Save 70% Off Your Total Furniture Purchase Today

Before: Get a free iPad
After: Receive a Free iPad with a One-Year Subscription

Before: Please take this survey
After: Help Us Improve Our Services

Before: Annual Fundraising Coming Soon
After: LGBT Teens Need Your Help. Attend “Everyone Matters” on September 17 and Make a Difference

Before: Attend Our Upcoming Event
After: Only Four Days Left to Register for Our Social Media Bootcamp 5.0

Tip #10: Create a sense of urgency by using the following alternatives to free:

~ One Day Left to Register for SEO Workshop
~ 7 Hours Left to Sign Up for This Special Offer
~ Register by 7 pm on September 16 to Take Advantage of This Offer

Tip #11: Using the word ‘Exclusive’ in the subject line generates a 24% opening rate on email campaigns.

Tip #12: Be personal, and you’ll make a make a warmer impression. For example, use “you, yours, we and us” in your email campaign or newsletter.

Tip #13: Ask a question. For example, “How would you like to grow your Facebook fan page by 50%?” Tailor your question for each email list.

Tip #14: State the benefits such as tips, tricks, how-to and secrets.

Tip #15: Read and reread your subject line before sending an email.

Tip #16: Know your email campaign open rate for your industry. Industries such as marketing and PR have a 13.5% open rate, medical services have 16.7% and so forth. *Varies from industry-to-industry.

Tip #17: Test subject lines to improve your open rate. Use the A/B Testing in which you split your email list in half (make an exact copy of the email). One half receives an email with one subject line, the other half receives the same email but with a different subject line. Analyze and compare the results. Note: you could send targeted emails to specific email lists.

Did you know that 69% of people click on ‘spam’ based on the subject line alone? This means subscribers are opting out of your emails. It could possibly hurt your reputation. If subscribers don’t recognize you or your brand, they’re less likely to open your emails. You can avoid this by ensuring your subject line is well written; includes your name, acronym for your business or the name of your newsletter. Recognition is vital to getting your emails opened.

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Filed Under: Clients, Freelance Writing, Overcoming Obstacles, The Bottom Line with Rebecca, Tips and Tricks Tagged With: , , , , , , , ,

How to Communicate with External and Internal Customers

September 9, 2011 By Leave a Comment
Simple Linear Communication Model

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As a writer, I pay attention to what people write and say. I do my best to be an astute listener and reader. Communications is my business. Lately, I’ve been reflecting on my previous work experience and the communications I’ve had with people over the years. I think about the emails I wrote and received over the years and want to cringe. I often think, “Did I write or say that? Did that person write that? What were they thinking?” You really don’t realize the impact of your words; unless, you take a step back and think about it from a reader’s perspective. You can’t control how someone will react; however, you could read and re-read your correspondence and think about how it may be received. How you speak and what you write does matter.

How to communicate with external and internal customers

1. Listen to people. Don’t interrupt people when they speak. Hold space for them where they feel ‘safe’ to openly speak their mind. Try your best not to ‘judge’ them or their words, thoughts. This can be easier said than done. Do your best to really listen to people, it will make a difference in your business and life.

2. Read and reread emails. It’s too bad I didn’t keep the emails I wrote and received. Oh well! I could always ‘recreate’ them, not. Before you send an email, it would behoove you to read and read it. What is the tone? How will it be received by the recipient(s)? Keep in mind, you can’t control how people react; however, you could take a step back and review what your words. Are they encouraging? Are they hostile? How do your words motivate people? Will they want to work with or for you? Ask these and other questions before you send an email.

3. Understand your target audience. Your audience may not understand the ‘lingo or jargon’ used within your business. Always be aware of your audience. You don’t want them to say, “What the heck is he/she speaking about?” If you’re target understands the industry lingo then by all means speak their language.

4. You need people. Let’s face it; you won’t be in business long if your customers and employees leave. A few months ago, Piers Morgan interviewed Donnie and Marie Osmond; they were big (still going strong) in the 1970s. Donnie said, “I’m an entertainer. It’s my job to entertain people.” He’s right. If people don’t purchase tickets to see Donnie and Marie’s show in Vegas, Donnie and Marie will be sent packing. Unless, of course; their families buy ALL of the tickets and sell out the show every night. I don’t think that will happen.

5. Say “Thank You” once in a while. It won’t kill you to say “Thank You” for working for me or purchasing my products and services. Let people know they matter to you. Remember, you won’t get far without the help from others. It’s something to think about.

Rebecca

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Filed Under: Clients, Freelance Writing, Networking, Overcoming Obstacles, Tips and Tricks Tagged With: , , , , , , , ,

How to Generate Leads and Sales

September 7, 2011 By 4 Comments

What is marketing? Marketing is about sharing value with new and existing customers. It’s not about being pushy or manipulating potential customers into purchasing your products and or services. Its’ not about treating people as if they’re cats; waving sparkly, razzle dazzle marketing campaigns in front of them won’t work. They’ll see through the ‘smoke and mirrors’ and walk on. Follow the strategies below to generate fruitful leads and sales.

10 Lead and Sale Generation Strategies

1. Partnerships. Form partnerships with ‘like-minded’ business owners that have the same target market as you do. There’s strength in numbers! You could combine resources and opportunities. Hold events and maximize your expertise. You can grow your business by strategically working with others.

2. Speaking engagements. Most people would rather have root canal than speak in front of an audience. But it will pay for you to get over your fear of public speaking. Speaking allows an audience to experience your passion first-hand; they’ll be able to see and get a ‘feel’ for you. They’ll be able to assess your sincerity and knowledge. People like and feel comfortable working with people they know. More importantly, the best form of advertising is word-of-mouth. All it takes is one person to tell someone else about you and before you know it, the word will spread that you’re an expert in your field.

3.  Content writing. This includes article and blog writing; eBooks, newsletters, press releases and other writings. Provide unique and timely content to your target market. Build relationships with your target audience by providing relevant and useful tips, tricks, tutorials, newsletters, eBooks, etc. Customers and potential customers should be able to implement your information straightaway.

4. Networking. Attend various networking events and get to know people in your field or those who compliment your business. Build relationships and ask, “What can I do for you? How may I help?” You’ll be surprised by the reaction you receive.

5. Link exchanges. This is a great way to increase your visibility. Make sure you exchange links with those who complement or match your target audience.

6. Referrals. Ask current clients/customers for referrals. Most business owners don’t like to ask for referrals; however, it’s in your best interest to ask for them. Let’s face it; if your customers are happy with you and your products/services, why wouldn’t they want to refer you?

7. Social media. Focus on two to three social networks and stick with them. The top three are Facebook, Twitter and LinkedIn. However, you may find that Tumblr, StumbleUpon, Bebo, Flickr, Digg or another network works better for you and your business. Keep your ‘target audience’ in mind when you utilize social network sites. For example, did you know that 72% of Facebook users are ages 25-54? If your target audience is teenagers, they may prefer Tumblr to Facebook because their parents want to ‘friend’ them on Facebook and they don’t like that.

8. Teleseminars and webinars. If you decide to conduct a teleseminar or webinar, please provide attendees with substantial information, not 60-90 minutes of a fluff and sales. I’m speaking from experience. I’ve attended many, many teleseminars and webinars and thought, “I wasted 60-90 minutes of my time for this; I didn’t learn anything. Why did I sign up? What was I thinking? I was hooked, line and sinker. I’m not the target market. This was nothing but a ‘sales’ fest.”  Potential customers will be turned off if your teleseminars and or webinars are nothing but a sales promotion.

9. Direct mail. If you’re new to an area, introduce yourself to local businesses. They won’t know about you unless you tell them you’re available to solve their problem. You may consider holding a promotion that’s specifically for the businesses in your area.

10. Podcast and or video series. Have you ever wanted a career in radio or television? Creating a podcast (you could use Blog Talk Radio) or video series could do wonders for you and your business. You can use programs such as Audacity to quickly and smoothly create valuable podcasts. You’re probably familiar with YouTube. Keep podcasts under 15 minutes; videos between 5-10 minutes. Some people want to get the most out of a podcast/video in the shortest amount of time. If you’re podcast or video is too long, you may lose customers.

Rebecca

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Filed Under: Freelance Writers, Freelance Writing, Networking, Overcoming Obstacles, Social Media, The Bottom Line with Rebecca, Tips and Tricks Tagged With: , , , , , , , , ,

Cool and Useful WordPress Plugins

September 5, 2011 By Leave a Comment

If you use WordPress.org, you’re probably familiar with plugins. Make sure you don’t go overboard with plugins because your hosting company may not have the ‘space’ for your website if it contains a lot of plugins. Of course, you could purchase a ‘higher’ hosting package that gives you more space on a server. It’s something to think about. Anyway, here are cool and useful WordPress plugins for you to check out and use on your website.

If you’re worried about spam, WordPress.org has an Askimet plugin that catches spammers. For example,I have the following message on my WP Dashboard, “Akismet has protected your site from 21,271 spam comments already. There’s nothing in your spam queue at the moment.” I’ve been using WordPress.org since 2009 and never had a problem with Askimet.

To make your blog posts easy to retweet, use TweetMeme. It’s simple to download and upload to your plugins folder via your FTP system. Hint: Most hosting companies have their own FTP. But you can always use an external FTP.

How many times do you ‘thank’ people for leaving comments on your blog? If you don’t, consider using Thank Me Later which automatically sends a ‘thank you’ to visitors that leave comments on your blog posts. BTW: I wish I knew about this one because I was ‘manually’ sending emails to visitors. Better late than never!

Does it irk you when readers don’t leave thoughtful comments? Install Minimum Comment Length to improve the quality of comments left on your blog posts. Let’s face it; leaving a “Great post! Good post! Thank for the information!” doesn’t cut it. You want people to leave engaging, thought provoking comments.

Unfortunately, some visitors to your website may not have good intentions. Use WTC Comment Cleaner to strip out malicious and unwanted code such as css, javascript tags, etc. It’s good to have a ‘high level’ of security on your blog/website.

Some visitors may or may not appreciate the Comment E-Mail Verification plugin because they’ll have to login to their email and ‘verify’ their comment by clicking on the link that’s sent to them. Once they click on the link, their comment will be approved and automatically posted. This is a good way to engage visitors. No email is send if Askimet or some other plugin recognizes the comment as spam.

Do you have a newsletter? How would you like to build your list? Use the WordPress Newsletter plugin to ‘collect’ subscriber information such as name and email address. Please read the user guide to get the most out of this plugin.

Do you feel like a ‘head case’ when it comes to SEO? You could use the All in One SEO plugin or try HeadSpace 2 SEO. If you spend too much time worrying about SEO, HeadSpace2 SEO will make your troubles disappear. HeadSpace provides a video that explains ‘How To’ use the plugin.

How many times do you backup your WordPress website? Download and use WP-DB Manager to backup your files. You can backup, repair, restore, delete a backup, etc. with this plugin.

*Some of the plugins are compatible up to 3.2.1. If WordPress upgrades to WordPress 3.3, some plugins may not work unless they’re updated too.

Rebecca

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