Excerpt from the ebook

Create Killer Ebooks & Sales Copy
By Viqi French, “The Ebook Professional”

About the Author Viqi French has ghostwritten 38 profit-pulling ebooks
for Internet marketers around the world, covering topics ranging from hypnosis and nutrition to Tantric sex and digital photography. In her own ebook, Create Killer Ebooks & Sales Copy, she shares Copy hard-to-find information about critical steps, ebook marketing strategies and much more. Prior to establishing her ebook consultancy, Pet Leopard Communications, Viqi worked for over a decade at advertising and PR agencies in Chicago and Philadelphia. Through these rich experiences, her strategic acumen was honed.

What follows is an excerpt from the ebook

© 2008 Pet Leopard Communications www.EbookStrategies101.com

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Excerpt from the ebook

Create Killer Ebooks & Sales Copy
By Viqi French, “The Ebook Professional”

“Create Killer Ebooks and Sales Copy” Enjoy!

© 2008 Pet Leopard Communications www.EbookStrategies101.com

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Excerpt from the ebook

Create Killer Ebooks & Sales Copy
By Viqi French, “The Ebook Professional”

Chapter 10

The X Factor

I

n addition to the quality of the writing, there are a few key added-value steps you can consider. One tactic involves inviting others of influence to contribute content in some way in exchange for the “publicity.” The

other tactic involves applying some strategic thought to how you’ll deliver something totally fresh to the marketplace.

What’s Your U.S.P.?
Many people forget to identify and promote their USP (Unique Selling Point), but it's the “X factor” that truly differentiates a person (or product or service) from the pack. In fact, a USP is so important in marketing that it could increase your success rate by as much as 200 percent! Essentially, a USP represents your competitive advantage, that distinctive and high-value attribute that no one else has claimed. The point is to frame, claim and communicate your ebook’s unique attributes in a distinctive way. Your USP can “lead the horses to the water.” Of course, how well you’ve researched the market, the demand for your type of info, and structured your sales site are what will ultimately compel the “horses” to drink. (i.e., PURCHASE)!

© 2008 Pet Leopard Communications www.EbookStrategies101.com

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Excerpt from the ebook

Create Killer Ebooks & Sales Copy
By Viqi French, “The Ebook Professional”

U.S.P. Principle #1: It’s Best to Be the First
In their 1993 top-selling book “The 22 Immutable Laws of Marketing,” authors Al Ries, Jack Trout and Paul Temporal said it best: “It’s better to be first than to be better.” You don’t have to look very far to find solid evidence of this marketing principle. It’s about leadership, a quality that in itself attracts profits.

Case Study: McDonald’s
Everyone knows that McDonald’s claims the distinction of being the world’s largest fast-food restaurant chain. One reason they’re the largest is because they’ve continually leveraged that they were the world’s first. In addition, McDonald’s has become the first such establishment in over 30 countries. That’s not a claim that Burger King or Wendy’s can make, not by a long stretch.

Can’t Be First? Be Different!
By being the first fast-food chain, and eventually becoming the first in numerous countries dotting the globe, McDonald’s left little room for competitors to make similar PR noise. Investors have responded. Which underscores another immutable law of marketing: Don’t try to be better than the leader, try to be different. different.

© 2008 Pet Leopard Communications www.EbookStrategies101.com

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Excerpt from the ebook

Create Killer Ebooks & Sales Copy
By Viqi French, “The Ebook Professional”

Case Study: Sonicbids
By giving hope and a platform to thousands of “unknown” bands, Sonicbids tapped an underserved market that’s proven extremely lucrative. The service exposes aspiring acts to major record labels and club owners, helping talent get gigs, production deals and tremendous industry exposure. Prior to Sonicbids, these musicians had far fewer opportunities. The industry was so focused on established artists that no one cared about the little guys. Sonicbids used this circumstance to create not the first “agent” operation, but a “better” way of representing people the industry often overlooked. As a result, Sonicbids had revenues of $8 million in 2007.

Can’t Be First? Be Different!
In another best-seller, Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant, authors W. Chan Kim and Renee Mauborgne lend further credence to those Immutable Laws. To paraphrase for ebook creation terms:

Don’t create your ebook to cover what others already have. Strive for a completely different take or angle. Position your info product to stand alone in uncontested market space.

Don’t try to beat competitive books. Rather, craft your ebook so specially that it makes your competition irrelevant.

Don’t aim to exploit existing demand. Work to create and capture new demand, a whole new market. © 2008 Pet Leopard Communications www.EbookStrategies101.com |

Excerpt from the ebook

Create Killer Ebooks & Sales Copy
By Viqi French, “The Ebook Professional”

Last but not least: Focus on the big picture, not the numbers. Break away from conventional price-driven thinking as relates to value. Give superior value in your information product and make it attractively low priced.

Be Different!
Blue Ocean also spotlights several extremely successful brands that got that way by focusing on the above positioning strategies:
• • •

Starbucks (coffee as a low-cost luxury for high-end consumers) Cirque du Soleil (the circus reinvented for the entertainment market) NetJets (co-op Jet ownership, tapping a previously disregarded market)

Ebay (online auctioning powerhouse, making practically anything obtainable and usually affordable)

If you harness this same creative mindset when crafting your ebook, you’ll be delighted with your results, too!

Strategic Exercise:
Distill Your Book’s U.S.P.
Identify your USP to differentiate your material. There’s no doubt your insights are unique. Use this as your position of strength to write with confidence:

Perhaps you’re still fairly new to a field, so have a strong sense of what other beginners need to know. Writing for the true beginner – because you’re one yourself – can give you lots of fodder to write. © 2008 Pet Leopard Communications www.EbookStrategies101.com |

Excerpt from the ebook

Create Killer Ebooks & Sales Copy
By Viqi French, “The Ebook Professional”

• •

Or maybe your an old hand at it, so can write as a top authority. You may even have a special gender-based perspective to lend to your subject.

• •

Or a certain cultural or regional take. Could there be a certain technique or approach you take to practicing your craft, one that’s unusual or out-of-the-box?

Associate what you’d like to write about to a powerful, similar metaphor. For example, I recently purchased a book that likens business success to the ancient arts of war. Is there something familiar to most people that in your imagination powerfully illustrates your philosophy? You’ve done your homework. You know what distinguishes your idea. Now commit your thoughts to paper. Share it with others over the coming days and keep refining it until you feel you’ve possibly hit pay dirt with a killer hook!

© 2008 Pet Leopard Communications www.EbookStrategies101.com

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Excerpt from the ebook

Create Killer Ebooks & Sales Copy
By Viqi French, “The Ebook Professional”

Table of Contents
Part I 1. 2. 3. 4. 5. 6. Part II 7. 8. 9. 10. 11. Zeroing On the Topic Vision for Distinction Structure & Organization The X Factor Think Big and Get Busy 31 35 22 25 26 Hot Downloads, Smoking Profits Content Is King, Strategy Is Queen Steps At-a-glance Strategic Savvy The Power of Passion Focus Your Intentions 12 16 18 6 8 10

Part III 12. 13. 14. 15. 16. 17. 18. Content Creation Packaging & Presentation Marketing Sales Copy Download Format Options Copyright Your Ebook Website or Mini-site? Price It Right 71 | 64 69 59 63 46 51 40

Conclusion © 2008 Pet Leopard Communications www.EbookStrategies101.com