Tuesday, May 12, 2009
The hardest realization for any small business person is to come to grips with the fact that they are experts in a given area. It's not that they don' t think that they are knowledgeable in the category; it is just that they are modest about their achievements. They have been instructed since they were very young, not to brag. Now here is the Branding Expert telling them to do the opposite. If it is of any consolation, I am asking you to deliver your knowledge in a digital format that provides expertise your target audience can use to make their lives better. Determine what information would be very valuable to your audience and deliver it as a PDF file.
When you design the look of your eBook, make the cover very interesting. It is no different from a book on the shelves of a brick and mortar bookstore. Your cover has to be compelling to the reader. On the inside be sure to use your brand logo on every page. Reinforce your brand image consistently through out the entire eBook. Make any web links in your eBook live. You want it to be very easy for the reader to connect with you once they've had a chance to read it.
Once your eBook is written and turned into an interactive PDF file, its time to leverage its value as an enticement to register with you. Readers who sign-up at your website to get your free eBook, are providing you with an opt-in point of connection. Think of this growing list as your own personal marketplace. Use it with respect, but to be sure - use it!
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