Telehealth.org's slide deck for marketing telehealth course. Updated June 2023

1. Developing eBooks,
Audio Books, Kindles
and More for Maximum
Profit
Marlene M. Maheu, PhD
Founder & CEO
LESSON # 5

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• WHO WE ARE: We are licensed healthcare professionals,
attorneys and other consultants.
• TELEHEALTH GOAL: Our goal is educational only. No
warranty, guarantee, or representation is made as to the
accuracy or sufficiency of the information contained in our
training for your specific circumstance.
• YOUR PART: You are encouraged to seek practice-specific
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authorities before offering any telehealth services or
programs to consumers/clients/patients. Obtain all such
opinions in writing, and have your informed, trusted, local,
legal counsel review those written responses for their full
significance.
Disclaimer

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Learning
Objectives
3
• Why are eBooks the way to go for most professionals
rather than seeking to publish print books?
• What are five easy strategies to write an eBook in 3
months or less?
• How much does it cost to publish an eBook?
• How do you include self-promotional material without
looking unprofessional on your website?
• Where can you go for free or low-cost resources to
build your products?

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Learning
Objectives
4
• What is a reasonable price-point for an
eBook?
• What are the legal and ethical codes that rule
such program development and marketing?
• What is a virtual book tour and how can you
get involved?
• How do you easily create an audio book from
a Kindle version of an eBook?

5. What are five easy strategies to
write an eBook in 3 months or
less?

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6
eBook Strategy #1
Write Your Own eBook

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eBook Writing
Strategy #1:
• Start with specialty area
• Do market analysis
• Re-purposed content
• Blog / Webinar
• Newsletter / YouTube
• Other SocIal Media
• Boil down concept
• Outline 10 chapters / 10 pages per chapter = 100
page eBook (at most)
• Write 1 page per day
• Get best domain name
• Outline Product Path

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• Start with your favorite topic
• Weight loss / Eating Disorders
• Positive Facts
• Mind Games
• Nutrition
• Exercise
• Strength Training
• Cardio
• Stories
eBook Approaches

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• 9
• eBook, OR best chapter of your book
• Go for the “thud factor”
• The more the better
• Bonus: “Organize your ADD child checklist”
• Free webinar
• Easiest is to not take live calls
• Ask for questions to be mailed in
Front End Back End
• Continuity Program
• Up-sells
• Individual Treatment
• Master Mind Groups
• Platinum Group
• Consultation
• Supervision
Plan Ahead

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10
eBook Strategy #2
Transcribe a Webinar

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• Record a webinar
• Transcribe
• Edit transcription or ask
a friend to edit
• Build in links
• Sell from website
• Email list
Transcribe a
Webinar

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12
eBook Strategy #3
Expert Interview

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• Interview on telephone / video
• Have some one ask you questions, or you
ask them questions related to your topic
• Record
• Make it a webinar (live or recorded)
• Transcribe / PDF
• eBook Cover
• Sell from website
• Email list
Expert
Interview

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14
https://telehealth.org/telehealth-training-course-catalog/?orderby=price

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15
eBook Strategy #4
Hire Help

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Hire
Help
• Hire someone, research, layout or record content for you
(Fiverr, Upwork, Elance, Guru, etc.)
• Royalty-free books, papers, articles
• YouTube Links
• Images
• Quotes
• Use as a lead generator on your newsletter subscription sign-
up box (on your website)

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18
Keep it Simple

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Use Powerful Images

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• $500 - $10k “Looking for 100 page book, here’s my
budget”, then wait for bids
• Carefully review samples
• Behavioral sample
• Contract
• “Work for hire”
• You own copyright
• Get a copy of everything in WORD and PDF
Negotiating for
Hired Help

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eBook Strategy #5
Look for Contributors

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Where to Find Contributors
Paid • HelpaReporter.com - want a site with some traffic
• Ebay - authors with products for sale
• https://www.mturk.com/ (Amazon Mechanical Turk)
• Answers.yahoo.com
• Clickbank - mention you in their book for cross promotion
• EzineArticles.com
• RTIROnline.com - experts pay to be interviewed
Volunteers - Interns & Colleagues
• LinkedIn - mental health or coaches
• Partner with Colleagues

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SelfhelpMagazine
(SHM)
Cyber-Infidelity
Survey in 1998
24

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Leveraging other
professional’s lists

28. Why are eBooks the way to go for most
professionals rather than seeking to publish print
books?

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29
Start with Something You Have Done
(Retain Your Copyrights?)

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Copyright
30
• Many different types
• “Compilation” copyright allows you to own the
copyrighted elements of others if:
• You have their permission
• You assemble them in a unique way

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Which Areas Have Most
Potential for Profit?
• Anything related to primary health
and disease
• Formats that deliver education and
interactivity
• Pick one and stay focused - will
take a while
• Products that deliver convenience
• Areas with natural “upsells”

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32
Conduct Keyword Searches Regularly
Many sites can help - Google Adwords is a good place to start

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35
Path #1:
Writing a Book vs. eBook
Advantages Disadvantages
• Positions you as an expert
• Gives you highest credibility
• TV Shows
• Radio
• Easy to sell
• Low resistance
• Time
• Cost
• Printing
• Fulfillment
• Agent /
Publicist
• Publisher

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Book vs.
eBook
36
• Zero delivery costs
• No printing
• No inventory
• No shipping
• Instant access
• Can charge premium prices
• List on Amazon

37. How much does it cost to publish an
eBook?

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Costs of
Publishing
• Cost of webinar platform (FREE)
• Cost of transcribing (~150 - $200 per hour)
• Cost of layout template ($150)
• Cost of images ($2 - 10 in bulk)
• Cost of software (WORD, PDF, Camtasia, Screenflow)

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eBook Cover &
eBook Layout
• Not home-made
• 99designs.com
• eBook cover $5 at Fiverr.com
• Google "book layout"
• Inside chapters & headers
• $5 - $20 per page independent
designers
• $.50 per page at Fiverr.com (high end)

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Power of Titles, Images,
Keywords & Colors

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Which would you buy?

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What’s the Difference?

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43

44. How do you include self-promotional
material without looking
unprofessional on your website?

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45
Self Promotional Material
• Testimonials or “What others are saying...”
• Do not solicit testimonials from clients/patients
• Be sure to include picture of person with eyes pointed
inward toward page
• Use your colleagues to review your materials and give
you short statements to post on your website (no more
than 15-20 words)

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Press
Release

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Give Away
Something of
Value

48. What is a reasonable price-point for an
eBook?

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49
Pricing Your
Front End
Product
• Look at your competition
• eBook - $4.95 to $10.58
• You never know until you split test!
• Bottom Line:
• The more people you get into the front end,
the more people will buy your continuity
program, courses, consultation

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Consumer
Sweet Spot
• Keep costs low
• Understand and let them kick the
tires
• Provide value
• Retain members over time
• Develop your reputation

51. What are the legal and ethical codes that rule
such program development and marketing?

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52
Legal and Ethical
Codes
• Federal Trade Commission
• Tax code for online products is being
discussed now
• State Business Laws
• Professionals ➔ Licensing Law
• Ethical codes issued by professional
associations
• Some state professional codes mimic
professional association ethical codes
• California

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Federal Trade Commission (FTC)
• What is an unfair ad?
• When it is likely to cause substantial consumer
injury (physical or economic)
• It is not reasonably avoidable by consumers
themselves
• And it is not outweighed by benefits to
consumers or competition

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DotCom Disclosures: FTC Business
Education/Guidance
• Place disclosures close to the triggering claim
• When using hyperlinks to disclosures, make the link uniform and
obvious, label the type of information it leads to, and monitor click-
through rates for effectiveness
• Disclose material purchase terms on order page, near order button,
as well as in Terms & Conditions
To make disclosures clear and conspicuous, online
advertisers should:

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Competent and Reliable Scientific Evidence
What It Isn’t
• Methodologically sound tests, studies, and scientific
research
• Based on expertise of professionals in field
• Objectively conducted by qualified people
• Using procedures accepted as accurate
• Yielding statistically significant results
• Anecdotal evidence from
consumers
• Popular press articles
• Sales materials from
manufacturer
• Low return rate
• Money-back guarantee
What It Is

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FTC Substantiation Standard
• Weight Loss Claims - at least 2 controlled clinical
studies on advertised product by separate,
independent researchers

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Revised FTC
Endorsement
Guides
• Testimonials still must represent what consumers
''typically” will achieve
• BUT: if they don’t, “Results not typical” disclaimer no
longer suffices, clear & conspicuous disclosure of
“generally expected results” now required, unless
advertiser can prove consumers don't think the
results are typical. No FTC enforcement of this yet
but cases can be expected

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Revised FTC
Endorsement
Guides (cont.)
• Disclosure of material connections between
advertisers and lay (non-expert) endorsers must be
made. This now applies to bloggers endorsing
products, who also can be held liable for making
false claims, and to celebrities endorsing products in
unconventional formats (i.e., talk shows) or social
media where consumer may not think celebrity is
being paid. Advertiser principally liable for failure to
disclose.

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Legal
Issues
Speak with an attorney familiar with laws in your
state for direction related to you and your business

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Legal
Issues
• Other groups may also be involved:
• Copyright - Intellectual property
• Taxation
• Privacy (HIPAA, PIPEDA, etc.)

61. What is a virtual book tour and how can
you get involved?

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Virtual Book Tour (VBT)
• Virtual book tours can include book reviews,
guest posts on blogs, interviews on podcasts or
radio shows, sociaI network events, contests,
book, giveaway, and more. These tours are
sometimes called book blog tours or virtual
author tours…

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65. How do you easily create Kindle
version of an eBook?

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Kindle Book / Audio Book

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Kindle Book / Audio Book

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Lesson #5:
Homework Assignments
1. Get started with 1 marketing project (Get
something done)
2. Post it or a link to it in the private discussion
area
3. Read / comment on other class participant’s
postings!

69. Stay connected!
contact@telehealth.org
619-255-2788
Telehealth.org
Marlene M. Maheu, PhD