We’re walking through a step-by-step tutorial on how to write, publish and market an eBook campaign to generate leads. We’re currently in Phase #1: Researching Your Topic. Today we are on Step #3: Know What’s Out There.
Make a list of your top 3 competitorsWho in the industry offers services that are similar to yours? If you don’t already know, some simple keyword research can help you find out. What sites are coming up first in the major search engines when you search for keywords specific to your expertise? Rachelle Gardner explains that looking up what your competition can:
… show you whether there is a hole in the market that your book can fill, or whether the topic has already been done to death (in which case, you go back to the drawing board and tweak your idea so that it takes a different approach or says something different than what everyone else is saying; or say it in a totally different way).
Learn from your competitors’ mistakesVisit your competitors eBook libraries and take note of what you see. What have they already written about and how successful were their published eBooks? Some landing pages include a share bar that quantifies how many times the eBook has been shared- use this public information to gauge the success of certain eBook topics. This example share feature from Hubspot’s How to Unlock the ROI of Your Marketing Analytics landing page shows that this eBook did not do as well as some of their other ones. Perhaps this suggests that this topic is not as appealing to their target audience.
Decide what you’ll do differentlyNow that you’ve gotten the titles of these eBooks, scan them and record what you like and don’t like about them. Isabel Isidro of PowerHomeBiz.com recommends that you jot down both what your competitors do better than you and what you can do better than your competitors. Doing so can give you a better sense of what your eBook can provide that your competitors don’t already offer. Note your own initial reactions and ask yourself these questions:
- Was there too much text?
- Were you dissatisfied with the design? If so, what didn’ t you like about it?
- What were your impressions of the company and the services they offer after finishing it?