Most of the people who visit any website usually leave without buying or inquiring. Offering an ebook offers you the opportunity to connect with some of those “lost visitors”, and convert some of them into clients or customers.
The concept: Write an ebook your visitors will want to read
Offer an ebook of approximately 5,000 words (or more, depending on your needs/aims/target market) on your website for free.
You can offer it as a direct download, or require people to sign up to your mailing list in order to get it. You can also require people to share the page on social media in order to get it. How you go about it will depend on what you offer, and the typical mindset of your reader.
If you choose to offer it as a direct download, you can then also distribute it to various other websites which facilitate the sharing of documents.
You will be able to offer more in-depth information than any brochure would, while completely eliminating reproduction costs.
Note: The more information you can offer to any potential customer or client, the more likely he or she will be to make an informed, logical decision. In addition to that, your transparency builds trust – which is likely to sway more prospects to do business with you (and not the competition/opposition).
Besides offering more information, why bother with offering an ebook?
Besides adding to your credibility (from the view of people who didn’t know about you before), cost efficiency and the possibilities it opens up, there are a multitude of other reasons. Click Here to read more about it in detail.
The topic of your ebook:
It can be about how specific problems can be solved or avoided by your services or products, or it can simply be about addressing the typical questions that new prospects would typically be asking. It can be a case study or project notes, or it can simply be relevant, useful information.
It can also be a detailed explanation about how you do a specific job, and why you perform each step. For instance: if you are a plumber, you can explain how the plumbing- and heating system in a home is put together, and why each step is done in a specific way.
Should you have one ebook, or more?
That depends on the nature of your business. Some businesses are highly focused in terms of what they offer, so one ebook will be enough. Many more businesses offer a variety of goods or services, but specifically need to promote one specific service or product range.
There are, however, some cases in which it would make sense to have more than one – especially if you wish to target customers or clients with different needs. How many of these you create will depend on the expected return, which will determine its viability.
Note: If your business warrants the existence of more than one ebook, and you require people to sign up to your newsletter or mailing list in order to get access to them, each additional ebook increases your leverage.
How do you write such an ebook?
Most business owners (and usually employees, too) are way too busy to write these ebooks themselves, so they commission a ghostwriter to do it.
If you do choose to write it yourself, you may find that it will take quite a while to complete – during which time your ebook won’t be generating any new customers, clients or leads.
If you choose to have it written, you can be up and running in as little as a week.