Writing an e-book is a great way to establish your expertise, and, it is also a powerful real estate marketing idea. If you are thinking of investing your time in this type of activity, it is important to plan for success. And, if success triggers a viral response – tons of traffic will arrive at your website.
So how do you plan for success (and a viral result) when writing an e-book?
Tailor the Content
First you need to walk in your prospects shoes and determine what problems they are having. Write your e-book focused on solving these problems, and, if you want it to go viral – don’t write about your products and services.
Carefully craft a title that grabs the reader’s attention, then, add a subtitle that describes what the content will deliver.
Grab your reader’s attention by opening with a story. Add more stories and examples throughout and include elements of struggle, argument, conflict and problem solving. Make it snappy to keep the readers interest.
It’s a good marketing idea to write in a conversational style, with short paragraphs and lots of white space. Make it easy to read, fun and entertaining.
Personalize the Look and Feel
Present your e-book in portrait. There are a couple of reasons for this – first of all, almost all of your content should show up on the screen without the reader having to scroll down. And, it signals the reader that something different is being presented.
Include graphics and images in the text and change the color of the background (to a light gray or cream color). Graphics and images send a message to the reader about the content, and the colored background indicates that the content is not boring (as in white pages).
E-books can be as short as 10 – 12 pages, or as long as 50 – 60 pages (if it is well organized and easy to navigate). However, if your e-book is on the long side, it’s a good marketing idea to present your information in a couple of e-books, maybe even a series of e-books.
Pay attention to the details
If you want this e-book to go viral, offer it for FREE, no list building or lead capture systems here. It should be easy to access and easy to share.
Consider hiring the services of a professional editor to help you through the process. And, have the e-book cover professionally designed.
Create a landing page so that people can download your E-Book, and add a Creative Commons license on the content so that people know they can freely share your copyrighted material.
Promote like Crazy
Finally, promote the e-book like crazy. Make it available at all of your social networking sites, a widget on your blog, link to it on your email signature, alert fellow bloggers, add it to e-book directories, create a short video and blast the video out to all of the video directories.