Publishing eBooks for Traffic, Profit & Fun

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Learn how to create an ebook. This deck covers topics including an overview of the ebook industry, how to validate demand for a subject, ways to write your ebook, formatting and editing, cover design, publishing titles on Amazon, and how to monetize. Slides from Dan Marques' class taught at Intelligent.ly's Boston campus.

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Publishing eBooks for Traffic, Profit & Fun

  1. 1. presentsPublishing eBooks forTraffic, Profit, and FunDAN MARQUES@dmarques1
  2. 2. agendaGet  to  Know  Each  OthereBook  Opportunity  &  Why  publish  an  eBook?Group  Ac<vity  –  Brainstorming  IdeasHow  to  Validate  Demand  for  a  poten<al  topicGroup  Ac<vity  –  Target  TitlesWri<ng,  FormaJng,  &  Cover  DesignGroup  Ac<vity  –  Crea<on  Plan  &  Mapping  it  OutHow  do  I  Publish  this  thing?I’m  published!  What  Next?
  3. 3. about  me
  4. 4. about  meDirect  PublishingSaaS  ToolsPerformance  Publishing
  5. 5. tell  me  about  you!Who  are  you?  (Name)Where  are  you  from?  (Company  &  Role)Why  are  you  here?  What  are  you  hoping  to  learn?
  6. 6. eBook  OpportunityeBooks  now  25-­‐30%  of  all  book  sales  in  US  and  growing  fast  (~$8  billion  market)Amazon  60-­‐70%  of  U.S.  eBook  MarketB&N,  Apple,  Google  Play,  SmashwordsProliferaQon  of  devices  and  plaTorms  makes  it  easier  for  authors  to  self-­‐publish  and  get  exposure  than  ever#  of  published  ebooks  growing  exponenQally,  Smashwords:2008  –  1402011  –  92,0002012  –  ~260,000
  7. 7. eBook  OpportunityAmazon  #1  Best  Seller$2  Million/Week  Royal<es$5  Million  Movie  DealSelf-­‐Published
  8. 8. eBook  OpportunityFirst  Self-­‐Published  Author  to  sell  1  million  ebooks  on  Amazon  (in  5  months)Wrote  a  book  on  how  he  did  it$0.99  Price  PointSeries  in  popular  categoryTwi`er  /  Social  Media
  9. 9. eBook  Opportunity
  10. 10. eBook  Opportunity
  11. 11. eBook  Opportunity
  12. 12. Why  Publish  an  eBook?Make  Internet  Monies  ($$$)Reputa<on  BuildingCustomer  Acquisi<on  /  Lead  GenSEO
  13. 13. Group  Ac<vity  –  Brainstorm  IdeasBreak  into  groupsHelp  each  other  brainstorm  a  list  of  potenQal  eBook  topicsNeed  ideas?HobbiesInterestsProfessional  ExperienceHot  TopicsFill  out  brainstorm  ideas  on  worksheet
  14. 14. How  to  Validate  DemandSearch  Volume?  (Measure  intent)Google  Keyword  ToolAmazon  Demand  (Compe11on  is  Good)Amazon  Rank  SystemKeywords  Quick  Load,  CompeQQon  (#,  relevancy)Categories#1-­‐20  (Below  100k)#90-­‐100  (Above  100k)CompeQtorsRank‘Also  Bought’  –  Relevancy,  #  of  resultsLet’s  try  one!Rank Sales250K+ Not  Many100-­‐250k Selling  1  every  few  days50-­‐100k ~1/day10-­‐49k Mul<ple/DayBelow  10K Exponen<al  (3k  =~30-­‐60/day)
  15. 15. Group  Ac<vity  –  Target  TitlesUse  Valida<ng  Demand  methods  to  narrow  down  2-­‐3  Poten<al  Topics  to  PursueFor  those  2-­‐3  Poten<al  Topics  Iden<fy:Target  Keywords  (2-­‐5)Target  Categories  (2)Target  Compe<tors  (1-­‐5)Target  Persona(s)  –  Who  is  reading  this  book,  Why,  What  else  do  they  read,  How  do  you  provide  ‘value’  (Solve  Pain,  Entertain)
  16. 16. Wri<ngTarget  Price$2.99-­‐$9.99    (70%  Royalty)$0.99  &  Outside    Above  Range  (30%  Royalty)Target  Length  /  Format  based  on:CompeQtorsPrice,  for  $2.99  or  less:~30  pages  for  Non-­‐FicQon~100  pages  for  FicQon250  words/pageAlternaQve  Formats
  17. 17. Wri<ngWrite  it  YourselfTips:  Plan  Chunks,  Outline,  Dragon  Naturally  SpeakingOutsourceoDesk,  TextBroker,  WritersAccess,  CraigslistTips:  Separate  research,  Provide  detailed  instruc<ons/outline/resources,  s<ck  with  U.S.  WritersPricing:  $0.04-­‐0.06  /word  ($10-­‐15/page)  for  average  quality  if  you  search  around30  Page  Non-­‐FicQon  $300-­‐$450$0.10-­‐$0.15  –  Very  high  quality
  18. 18. Wri<ng  Alterna<vesRe-­‐Use  ExisQng  Content  Own  or  Partner  with  othersNo  ‘free’  content  or  risk  “Amazon  Slap”Interviews  /  FAQQuiz  FormatCurated  CollecQon:Blog  PostsArQclesShort  Stories
  19. 19. FormaJng  &  Edi<ngKeep  it  SimpleFormat  for  simplest  device  in  mind  (Basic  Kindle)Word  or  HTML  easiest  (Basic  formaJng)Kindle  Publisher  provides  conversion  tool  (be  sure  to  preview)No  page  #sAddi<onal  Resources  on  worksheet  (Smashwords  Guide)Can  outsource  Fiverr  /  oDesk  /  Smashwords  List  (Resources)–  Edi<ng/Proofreading,  eBook  FormaJng$5-­‐$35
  20. 20. Cover  DesignVery  ImportantFirst  thing  someone  seesLook  at  compeQQonImages  are  your  friend  (search.creaQvecommons.org)Guidelines/Tips  (See  Resources)OpQons:Self  /  FriendFiverr,  oDesk,  Smashwords  List  (Provided)$5-­‐$100
  21. 21. Group  Ac<vity  –  Crea<on  PlanFor  one  of  your  target  Qtles,  work  with  your  group  to  develop  your  creaQon  plan:TopicPrice  Length  /  FormatMethod/Budget/Timeline  For:WriQng  Formapng  /  EdiQngCover  ImageTarget  PublicaQon  Date
  22. 22. How  do  I  publish  this  thing?Kindle  Publishing  Walkthrough  (and  Op<miza<on  Tricks)Let’s  Publish!h`p://kdp.amazon.com  
  23. 23. I’m  Published!  What  Next?Make  Internet  Monies  ($$$)Get  reviews  /  likes  /  tagsPublish  More  eBooks!Expand  into  a  seriesExpand  Distribu<on  (Apple,  B&N,  Smashwords)Print  on  Demand  (CreateSpace)KDP  Select  Program  (Free  Days)Op<miza<on  (Cover,  Price,  KWs,  Descrip<on,  Title)Author  PageMarke<ng  /  PR  for  eBook
  24. 24. I’m  Published!  What  Next?Reputa<on  BuildingGin  copies  (via  Amazon)  to  vendors,  customers,  leads,  etc.Promote  on  personal  social  media  channelsGet  reviews  from  thought  leaders  Use  excerpts  for  blogs,  interviews,  etc.Print  on  Demand  some  copies  (CreateSpace)
  25. 25. I’m  Published!  What  Next?Customer  Acquisi<onUse  as  email  capture  tool  Free  copy  of  my  eBook  –  normally  $9.99  on  AmazonLead  Gen  within  BookLike  what  you  read,  get  exclusive  content  /  free  consul<ng  at  www.book<tle.comFor  more  great  content  –  follow  us    on  twi`er,  read  our  blog,  etc.Order  Incen<veEvery  order  receives  a  free  copy  of  my  eBook,  a  $10  value!Convert  to  PDF  and  send  directly  to  save  money,  use  Amazon  for  value  pegging
  26. 26. I’m  Published!  What  Next?SEOLink  Building  ToolBlogger  ReviewsFree  Excerpts  (with  Link)Smashwords,  Scribd,  Blogs,  Author  review  sitesDownload  (sample  or  full)  on  partner  sites  in  exchange  for  linkSEO  Real  Estate  ToolAmazon  page  occupy  space  on  SERPsInclude  target  keywords  in  Qtle,  descripQon,  reviews,  keywords,  tagsBuild  Links  to  page
  27. 27. Wrap  UpAddi<onal  Resources  on  WorksheetHappy  to  help  along  the  way:Daniel.Gomes.Marques@gmail.com@dmarques1Q&A
  28. 28. Course TitleCourse TitleINSTRUCTOR NAME

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