Ebooks

I have not spoken much about writing as I have focused lately on Web2.0 stuff like LinkedIn.

I was recently contracted to write an industry specific ebook. It will be about 110-120 pages and will be distributed by a publishing company which specializes in reports and publications for technology and communications related subjects.

I have never been asked to write for a specific request; typically I write what I want when I want however this offer was too good to pass up.

Ebooks are far easier to write due to their short nature. Further they are typically focused on a single subject which is described in both written and graphic format.

The particular subject I am writing about has been tackled before. In order to differentiate my writing and this title, I plan on putting together my own Web 2.0 marketing campaign.

Website - The title of the ebook is an available domain. So I registered the name and put up a place holder page. When completed, the page will have information about the book, downloadable excerpts and ordering information.

Since it will be an ebook, buyers can purchase it using a link to the publisher's website.

Marketing - As a niche topic not related to expensive keywords I looked into a PPC campaign using AdWords or Microsoft AdCenter.

A PPC campaign will only cost a few dollars to setup and most of the keywords will have a maximum bid of .05 making this an affordable campaign. Ads will direct interested buyers to my the above website.

Also, I will post some excerpts as articles on some of the article sites on the Internet. There are several article websites which distribute articles free of charge to publishers. Writers submit their article and include their URL and contact information. Article submission drives interested readers back to your website and builds search engine traffic.

On a more traditional note, I can also submite articles related to my ebook to actual publications, i.e. magazines and trade journals. The byline will include my website and contact information, potentially driving more traffic my way.

Blog - There are a number of industry related established blogs on the ebook's subject. I will send introductory emails to the blog authors and attempt to get a mention on their blog in exchange for a free review copy of the ebook.

I have my own industry blog, (albeit with limited readership) which I will also use for marketing.

Co-registration - there are several email and newsletter lists which cover a related industry topic to my ebook. By contacting the list maintainers, I can ask if they would not allow me to run a co-registration campaign with their mail list sign up campaign. Many times established list owners will do this for free as a value add for their subscribers or for a small fee.

Mailing lists are opt-in meaning recipients joined specifically to receive newsletters and emails. Never spam unsolicited email!

AdBrite, text-link-ads, etc - there are several neat services which will sell you ad space on other established websites. Ad costs can be very reasonable and can target very narrow niche markets.

Finally, WOM or Word Of Mouth.

Using my LinkedIn network and profile, as well as those on Plaxo, Ryze and Ecademy I can market my ebook with my network.

Also, mentioning the ebook to collegues in the industry at conferences and conventions. It makes sense to have some sort of handout for quick "meet and greets".

A favorite tool has been an ebook business card. Basically, a business card with the publication name, website, and personal contact information.


Before any of this happens, I need to get the book finished! But in closing, ebooks are a great way to market yourself and your personal campaign.

LinkedIn "ho"

My friend Steph calls anyone with hundreds of LinkedIn connections a "LinkedIn ho".

I guess that makes me a "ho". I pretty much accept invites from anyone.

Once upon a LinkedIn time ago, I tried limiting my accepts to people I knew or worked in a related industry.

I also had a requirement which stated anyone in my network had to have all of their contacts viewable by others in their network.

Finally, I requested that anyone in my network had to return a short introductory email.

Alas, all of those prerequisites went out the window.

Why? I wanted to reach 500 status as soon as possible. That had to be the a good reason.

Why else? I kept getting interesting emails from strangers wanting to talk to me about my industry, jobs, writing offers, etc. Getting that type of correspondence is quite flattering and addictive. You want more so you the network is increased.

The final straw was when a respected co-worker remarked, "Ask Jack about LinkedIn, he's an expert and knows all about it".

That kicked it. I had to have the largest network and the most friends out there.

Seriously though, a large network is useful. I have benefited from it and have never regretted the number of contacts I have on LinkedIn.