7 Ebook Content Tips to Make a Good Ebook Great!

February 8, 2013 by Jeune Ortiz

So,? you?ve settled on an ebook (also called white paper) topic that addresses your ideal customers? pain points. You?ve also gotten it a good draft of it put together. From this point, your ebook is looking pretty darn good.

But wait!

Before you upload it to your site, review these points for opportunities to make your ebook great!

?

1. Use case studies, statistics and quotes to back up your assertions.
   No one depends only on the author of a paper or a single company. Back up from a third party, particularly if that entity is known and respected, goes farther than any argument an individual can craft.
2. Keep it jargon free and write as you speak, simply and clearly.
   While your ebook may have initially been intended for the director of a radiology department who has all kinds of specialized knowledge, it will most likely get passed around to an accountant or marketing person who isn?t as knowledgeable or immersed in the niche?s jargon.
3. Keep the content ?evergreen? or unspecific as to date or season.
   People don?t go right to your ebook the minute you submit it to a library or post it on your site. They get there only once they have a need. At that point (which could be six months after you initially wrote it) they research, stopping at several sources to find useful ebooks.
4. Choose the words your customers are using.
   Remember that people often search the ebook archives and even the internet based on their PROBLEM, rather than your SOLUTION. Do the keyword research necessary to find whether there?s more traffic about the problem or the solution. For instance, a caterer may search ?keeping lettuce from wilting? rather than ?refrigeration options.?
5. Don?t make it a commercial.
   Keep all imagined players involved generalized and don?t mention your company?s name too much. Rather than saying, ?Jones & Olive Refrigeration customers often find . . .?? say ?food handlers often find . . . ?
6. Choose an introduction that grabs them right from the start.
   To introduce your topic, consider starting the ebook by naming the problem your ideal customer faces, the problem your business solves. Back up your description of the problem with some facts or statistics about the current state of your market and market trends. Displaying knowledge of both the market and the issues your ideal prospects face build a strong connection between you, the expert, and your reader.
7. Tell your reader what?s in it for them if they keep reading.
   End the introduction paragraph or start the second paragraph by stating exactly what the reader will gain in return for the time and energy required to read the ebook. Name your ideal prospect?s career, hobby, life stage or other identifier.? ?This report/white paper/ebook helps IT directors weigh the risks and benefits of using security software? or ?This report guides senior citizens in choosing a long-term care policy that doesn?t destabilize a fixed income.? People want to know what they?re going to get up front.

One Ebook Can Equal a Steady Stream of Sales Messages to Your Audience

Whitepapers and ebooks are so prevalent for the most obvious reason: they work.? In fact, according to Hubspot?s Dan Zarella, the ebook is one of the very best ways a business can wriggle itself into the life and email of the proper target audience. After all, that the web surfer landed on the page indicates he or she sought the information about the product or service in the first place. If you?re looking to build your email list, you might consider using seven to 10 pages of ?insider secrets? or ?steps to improve . . .? as bait. Not the writing type? Contact us! We?ll get words and images working together to promote your business online.

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