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 #2: Writing your eBook. Today we are on Step #9: Include Conversion Points At The End Of Your eBook.It is essential to make yourself available to potential leads in your conclusion so that those seeking more information know how to get it. Offer the basics:
A short description of who you areThe authors should give their names and a little bit about what they do (occupation, interests, etc.). Tell why they are qualified to speak on the subject of your eBook; this is the place to have a short list of credentials that establish them as a legitimate source of information. Don’t list entire resumes. Take a look at Marketo’s About Us page at the end of their eBook on inbound marketing. Readers are able to get a full glimpse at who they are in under 30 seconds. According to ProfileTree.com, “A study of the first 1,000 users who signed up to ProfileTree.com in March 2012 shows that profiles with a personal profile picture had 12 times more views that similarly placed listings with no image. Skill Profiles with a brand logo or graphic managed 8 times more views than those with the standard website ‘ProfileTree’ image.” Putting a name to a face is a great way to connect with people and can sometimes be more important than your text itself. Basically, images are important, and they work. Irene Koehler gives a few pointers on how should you choose the perfect headshot:
- A clean headshot with your face, neck, and a bit of your shoulders
- Try to avoid heavily accessorizing as it takes away from the focal point of the photo which is your face
- Avoid wearing strapless clothing as it can confuse your readers and cause them to question if you are wearing clothes at all
- Use the same photo on your website, blog, Facebook, Twitter, LinkedIn, etc. profiles
What your company does (and an offer to show them)Now what does your company do and how can they help the reader of your eBook? Shortly explain what your company does in terms of its products and services and why they can help ordinary eBook readers with their problems. This is what we included in our last eBook. We gave a short description about what Hy.ly does and then offered a free 15-minute consultation for our services.
How to get in touch with youIf the descriptions you’ve offered above satisfy your readers, they will want to know how to actually reach you. Provide your email address, phone number, office address, etc. Be sure to also have links to your social networks such as Facebook, Twitter, Pinterest, LinkedIn, etc. Offering multiple means of contact can’t hurt! Your customers may not always want to talk to your company; they may want to talk to you directly! So, offer means to get in touch with you personally. This description was also in our last eBook.
Links to other eBooks you’ve writtenIf you’ve written other eBooks, now is the time to let your audience know that your company offers more resources relating to your field. Offer the titles of your eBooks and the links to how to download them. This example page comes right after the short description from the same eBook by David Meerman Scott referenced above. Note how the eBook links stick out with blue text and are linked so that all a reader has to do to access any one of them is a simply click!
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