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10 Things to Know Before You Write an eBook

July 25th, 2012 . by Peggy

My number one question of all time is, “How do I start writing an eBook?” Here are my top 10 recommendations.

1. Don’t buy any software or services.

Part of the reason I do what I do is to demonstrate to Authors that they really, really can do this all by themselves. As you’ll see as you get to know me, the approach I recommend is actually very simple. Besides, one of the biggest concerns you should have as you build your eBook business is to avoid creating dependencies. In the eBook business, those who build on a foundation of frugality are the ones that win in the long run. The only exceptions are an editor (non-negotiable, in my view), possibly a tech like me, and possibly a graphic designer for your cover. Otherwise, any halfway tech-savvy marketer really can do this from their kitchen table.

2. Start writing in a basic word-processor.

This is not the time to try to learn anything new. Your focus needs to be creating spectacular content. Avoid the distraction of fancy software by using something with which you’re already familiar. For most writers, that’s still MS Word. My fave happens to be OpenOffice, which is – you guessed it – FREE. It looks a lot like MS Word, and in fact, can open, edit, and save files right back to the MS Word .doc format. Just don’t go out and buy a new computer or think that you need to upgrade. Ironically, I actually spend more time for my eBook clients stripping out the hidden codes and back-end gunk from fancy software, than designing the actual eBook itself. I really do. And it’s a pain. Use what you already have and things will turn out much better in the end.

3. Don’t forget to do your research.

Before you move much farther past the beginning of your outline, be sure that you do some basic keyword research. This is how you find out if the book is even worth writing, because if there isn’t a market for it, why write it? Or, can it be tweaked into something that is marketable? Can you discover an opportunity that you didn’t know existed? Is the idea ahead of it’s time? Behind the times? Right at exactly the right time? I find that in about two hours of some basic – and fun – research, I can learn more than I could ten years ago in 6 weeks of work.

4. Don’t lose momentum.

When that muse appears, RIDE HER, ride her HARD, into the sunset. Your family’s opinion of your late-night writing sessions shouldn’t be allowed to phase you. So what if you drink a little more coffee or eat a few popsicles: just get ‘er done. If you’re in the mood to write, drop everything else. Don’t ignore inspriation, or you’ll bore of it quickly, and then it will never get written. (That boredom is the number ONE stumbling block I see in clients.)

5. Involve yourself in the book’s community.

By this I mean that if you’re writing a steampunk novel, by all means, join a steampunk society and go to the meetings. Business books mean getting out to networking meetings, and setting yourself up for speaking gigs. Poker books mean you should be playing daily, as part of some sort of group. Think of yourself as sitting in the center of a massive web. Look for opportunities to expand beyond your local geographic area, such as joining organizations that have expansion chapters, like Rotary clubs. And that’s just the (so-called) “real world”. Be certain that everyone in the online community related to your topic knows who you are. This is where social media comes in, as a way to easily integrate yourself and let people know about you. Very importantly, you should buy an eBook that is grounded in your community, perhaps the most well-known, and read it in the format in which you think you will publish. (Ie., if you’re aiming for a Kindle eBook, buy a Kindle version and read it that way, to familiarize yourself with the format. It’s surprising how many Authors come to me for help, yet they’ve never bought or read an eBook themselves.)

6. Buy the domain name, and secure social media ID’s in the name of your eBook.

If you haven’t hear me say this before, you need to buy the exact domain name of your eBook’s title. If the .com isn’t available, re-title the book. Setup a basic WordPress blog at that location and start making regular entries as you write, to build traffic to your site. Even if you never plan to write a single blog post or post a single tweet, at least buy or reserve the title, and your Author name, so that nobody else gets them, as yes, people will look for you by your Author name, the title of the eBook, and under any pseudonyms you have.

7. Start building an eMail list.

Please do NOT simply add people to your email program’s personal address book. Besides the fact that this doesn’t work, it happens to be illegal. (I’ll shortly have a revised version of my Cheat Sheet about this topic, which will explain all of this in detail.) Instead, use a free or low-cost account at MailChimp, aWeber, 1ShoppingCart, or even ConstantContact.com to manage this. It not only allows you to build a legal double-opt-in list, but also to offer things like free stuff when people sign up, and have really attractive-looking templates for your content. List-building will become a permanent, ongoing activity in your business. The sooner you start, the better.

8. Design the cover.

This might sound premature, but actually, it’s quite important. The sooner you can start talking about your upcoming eBook, the better. You’ll need to put an image of the cover on an information page on your blog, perhaps on your business cards, and of course, on social media. I have also printed out poster-size versions of it and put it on my vision board to inspire me to get it done more quickly. Or to brag.

9. Start looking for an editor.

You may need one of any of a variety of types of editing, from style and content editing, to simple copy editing, which is really mostly grammar, punctuation, spelling, etc. The earlier you can form a relationship with this person, the better. As I said above, it’s a non-negotiable. The book must be edited at some point, and it’s probably a lot less expensive than you think. Objectivity is key – do NOT hire a friend or a family member. Besides ensuring basic writing ability, ignore any degrees on the wall. The most important thing about this editor is that you trust them. If you don’t, find someone else.

10. Write a proper marketing plan.

I don’t mean a series of unrealized ideas, but an actual written plan. I don’t mean a business plan, either, but a very specific marketing plan. And no, this doesn’t need to be more than a page. It must simply be concrete. (Concrete does not mean inflexible, by the way.) I use MindMeister.com, which is actually a mind-mapping tool, to create what ends up looking more like an infographic than a marketing plan. This allows me to change it when needed, and I can block out specific tasks that I need to complete in a certain order to make things move along. It also looks pretty darn sexy when printed out and posted on the wall.

While this is obviously not an exhaustive list, I think it covers the most important points. You’ll note that most of this is about setting up marketing tools for down the road, not actually about the writing. This surprises most of my clients that I don’t tell them how to write, or that I don’t start talking about how to use formatting for the manuscript. This is because all of that is secondary to your ability to sell it. Anything in the formatting can be fixed, modified, or more likely, is inconsequential anyway. What I want most for you is to realize the benefit of making these strategic choices up-front.

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When eBook Choices Seem Overwhelming

June 11th, 2012 . by Peggy

Stuck in a revolving door of confusion about eBooks?Stuck in a revolving door of confusion when it comes to various technologies around eBooks? You’re not the only one.

Knowing your options may seem like you’re opening a can of worms, but actually, I find that most of the choices in eBooks really boil down to just a few questions.

The problem is that these few choices have been inflated and repackaged a million ways. When various companies start inventing their own words to use for the same things, nobody knows what the heck is going on.

Once you know what to look for, it’s easy to pigeonhole options when they present themselves, and know if a new choice is something you really need to consider, or if it’s overrated or unneccessary.

Here are the questions I hear about the most in my presentations and workshops.

1) Do I need to create a PDF or an ePub?

This is really the biggie. Everything else falls into place based on this. For more information on each of the platforms, and how to make the choice based on your content type, read this previous blog post from me.

2) Do I need to hire an “eBook Publishing Company”?

This category of company invented itself a couple of years ago. Are they capitalizing on the confusion by charging outrageous prices for stuff that most people can do themselves? In most cases, absolutely. (However, there are some that I’m testing and that I may recommend in future.)  The built-in systems inside Amazon Kindle, for example, enable any non-techie to do it all by themselves. Anybody who can type an MS Word document can publish on Kindle. For more information about how to actually do this stuff yourself, sign up for my mailing list. I’ve got new video classes coming online very soon.

3) Do I need an Editor?

A resounding YES. For me this is not negotiable. In almost 170 eBooks, I’ve met exactly two writers who did not require the services of an editor. Two. Neither you nor I are one of those two. Find someone qualified you can work with, and just make the best deal you can. Try this database of freelance editors to start.

4) Do I need to hire someone to typeset my eBook?

If you are creating something that you want people to buy and read on Amazon Kindle, no, you certainly do not, as that’s not how Kindle works. (If you don’t know this already, it means you need to buy an eBook on Kindle and read it, to familiarize yourself with the platform. You can read an Amazon Kindle eBook for free using your computer, your phone, or your iPad or other tablet – you do not need to buy a Kindle device, or even pay money for an eBook for that matter.)

However, if you’re creating something that should be printed out and written in, or that contains many illustrations or tables or charts, or that must be seen in colour to make sense, then yes, you may want to consider hiring a designer to lay it out as a PDF for you. This means it’s more likely that you’re going to sell it off your own website, rather than on a platform like Kindle, Kobo, Nook, and etc. (Please, I beg of you, don’t simply type up an MS Word document and use that to create your PDF for download. It looks like crap.)

5) Do I need to hire a cover designer?

Unless you have some reasonable graphic design skills, yes, a professionally-designed eBook cover is totally worth the money. Don’t try to buy software and learn it as you create a homemade-looking cover design – too frustrating. You can certainly get a really attractive cover designed for you for about $200 – $500 USD. There are some great people overseas. (Or, hire me. It doesn’t matter – just be sure it looks slick.) I’ve written about eBook cover design guidelines here. You can share that previous link with your graphic designer.

6) Do I need a website devoted entirely to this eBook?

Perhaps not. What every book does need, however, is a landing page. If you already have a WordPress site, that means just adding another page to your current site, one that is totally devoted to selling your eBook, without distraction, alternative navigation, or outbound links. This page is where you’ll direct web traffic to “land” when they respond to things like your social media links, any ads you have to sell your eBook, or from other websites and blogs.

Let us say that you are a chef, and you’ve written a cookbook. The cookbook is a PDF, which means that it’s loaded with colour photos, lists of ingredients, and indented instructions. You want to sell this off your own website, and use it to build your profile. The best way to accomplish this would be to devote one landing page on your site to just selling the eBook. From that page, create a really HUGE and obvious link in the top right corner that says “Order my copy NOW!”, and make that button go directly into the shopping cart experience.

That sales page does NOT need to be independent of your website. In fact, it will work better if it’s not, as it reduces maintenance for you, as well as being able to easily capture traffic from the rest of your website.

7) How do I start writing? What should I use to type it?

Just use whatever you are most comfortable using. These days, everything can be exported and imported. Most people still write in MS Word, which is just fine, no matter how you plan to ultimately output your eBook. (I happen to prefer the free software Open Office over Microsoft products, but as I say, it doesn’t matter.) It helps a great deal to reduce the amount of formatting you use, and keep it as simple as possible, to avoid having to make adjustments to the manuscript later on. Whether you plan to release it as a PDF or as an ePub, as in, Kindle, etc., MS Word (or Open Office) is still a perfectly good way to start out.
Don’t worry at all at this stage about things like spacing, designing the layout of things on the page, or especially fonts. This seems to get asked all the time, and yet, at the first stage, this is absolutely the wrong thing on which to focus. Instead, worry about your marketing plan, your outline, and finding any images you wish to include, again, no matter which type of eBook you plan to create.

While this is not an exhaustive list, this certainly covers the most common questions I hear. The key is to simply not worry about the details too early in the process. The bigger question of things like your marketing plan and your keyword research are still the most important first steps.

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It’s OK To Make Mistakes With An eBook

February 22nd, 2012 . by Peggy

As far as business mistakes go – and I’ve made them all, I tell you – eBooks are one of the most forgiving projects you’ll ever attempt. Let me reassure you about how easy it is to dip your toe in the water without fear.

Let’s say that you write an ebook. You don’t do any market research. You create it as a PDF even though it’s 7300 pages. You forget the password to all of your social media accounts. You fail to correct over 1000 spelling and grammar mistakes in the manuscript. And, the cover design is just you typing the name of the cover in black text on white in MS Word. Yes, that would be a disaster in many other businesses, but in eBooks, all of this can be fixed.

I have re-released almost every title on which I’ve ever worked. The beauty of the eBook business is that it’s digital – nothing is carved in stone. If the title stinks, re-title it. If the cover sucks, re-cover it. Edit it. Shorten it. Promote it. It’s all one gigantic testing ground.

One of the key components to this mistake-proof endeavor is the concept of split testing. Not a new idea, split testing simply means that you try two versions of your project, with only a single difference between the two versions. Which one sells better? A or B? If it’s A, then you would drop B, and then take A, tweak it a single time, and then offer the next set of two things to test against each other. By constantly splitting the product in two, you hone it, perfect it, and all without delaying your product to market.

Never assume that an eBook is “done”. That does not happen. At least, not in any successful eBook business.

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Top Marketing Blogs Worth Reading

February 10th, 2011 . by Peggy

The Power 150 from AdAgeAd Age does a daily rank of the world’s 150 top marketing blogs. Here are my faves off that list, and why.

The daily list is at: http://adage.com/power150/. I read several of them regularly, although I don’t read any of them daily. My list of favourites – in the order they are found on the AdAge list – includes;

- Seth’s Blog: Seth Godin, the sexiest head in marketing, has daily blog posts that are short, to-the-point, and don’t waste time. Inspirational.

- Chris Brogan: Also sexy, but different. I’ve heard Brogan speak at various conferences, and he’s a real, down-to-earth guy with stuff that works. Simple.

- CopyBlogger: Brian Clark talks about words that sell, and why. He’s a WordPress advocate, and his posts are uncomplicated and explanatory. Interesting.

- JohnChow.com: I love him for so much more than being Canadian. John is a racehorse in the world of marketing; sleek and fast. Aggressive.

- ShoeMoney.com: Love this guy’s backstory. A real Basement Techie, all grown up. An eager and hardworking guy with great advice. Funny.

- ProBlogger.net: Darren Rowse has plenty of guest bloggers on his site, all about blogging for money. Specific and technical. Aussie.

- JoelComm.com: If you want to learn about how to use ClickBank or AdSense, this is the guy. Believable and trustworthy. Sensible.

- ChrisG.com: Garrett’s generous new media and WordPress blog fills a gap that others have missed. Smart, understandable, and practical. Clever.

I’m sure there are others just as worthy, but these are the guys on that list that I read regularly. I notice that Michelle MacPhearson’s blog and Frank Kern’s variety of crazy sites have missed the list entirely, which is a real shame. Both are also great folks worth following.

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eBook Landing Page Mistakes

January 29th, 2011 . by Peggy

Image from Copyblogger.com

This is a great post from Copyblogger, which if you don’t already read, you should be. Founder Brian Clark is a real smartie, and he’s always got great stuff.

When he talks in #2 about not using a standard page from within WordPress, don’t forget that you can remove the sidebars from any WordPress page and still use that as a landing page. I do it all the time, and it’s very simple to have a theme designer help you with a few brief keyboard strokes that will simply create another page template.

Brian often has clever and brief tips that are extremely useful, and you can follow him on Twitter as @copyblogger.

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NaNoWriMo Nanaimo!

October 31st, 2010 . by Peggy

I’m proud to be sponsoring several events in Nanaimo, BC throughout November, and into December, for the international NaNoWriMo competition.

If you’re in the Nanaimo, BC area, please come out and join us for one of the events listed here, at Meetup.com.

We’d love to meet you!

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The Word On The Street – Here I Come!

September 14th, 2010 . by Peggy

I’m super proud to be speaking at this year’s The Word On The Street Festival in Vancouver, BC. On Sunday, September 26th, the other two Book Broads and I will be hosting a FREE panel titled “Build it and they will come – NAH!” It’s all about book marketing, publicity, and generally being in people’s faces.

The description of our talk goes something like this: “Many writers assume once the book is complete, it will sell itself, right? Wrong. No matter the method of publication — traditionally published, entrepreneurially published, or electronically published — the onus of promotion falls on the author. The Book Broads offer practical advice for writers (published or not) to raise their profiles, extend their reach and build their fan base.
Join Angela Crocker, Kimberly Plumley, and Peggy Richardson as they take the sting out of the overwhelming prospect of media interviews, blog posts, Facebook updates, podcasting, and so much more.”

Queue up early! We start at 1:45pm downstairs in the Peter Kaye room of the main branch of the Vancouver Public Library. (Yeah, that building that looks like the Roman Colloseum.)

See you there!

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I’m speaking at the Editors’ Association of Canada on Sept. 25th

September 8th, 2010 . by Peggy

I’ll be speaking with the other two Book Broads on Sept. 25th for the Editor’s Association of Canada (Editors.ca), about Creating and Editing Social Content, from 10am to 4pm at SFU’s Harbour Centre Campus, in downtown Vancouver. George Plumley, the Author of WordPress 24 Hour Trainer will be joining us to talk about WordPress, the world’s most widely-used blogging platform and content management system. (And the platform upon which this blog you’re reading is built.)

The focus of our talk is about creating that which really drives social media: CONTENT. Without loyalty to platform, we’ll talk about various platforms and their advantages and disadvantages, including blogging, FaceBook, Twitter, LinkedIn and many many others. We’ll send you away with some fast tools that you can put to use right away, and of course, some chocolate.

Early Bird pricing ends Sept. 14th, $100 for Members of the EAC, and $160 for non-Members. Click here to register.

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Keyword Research – Download This

April 8th, 2010 . by Peggy

This is the revised version, April 2012.

Keyword research is so very important that I want to highlight this tip sheet for my readers. Please download this free PDF for a fast introduction to the why and how.

I recently gave a talk for the Nanaimo Women’s Business Network here on Vancouver Island, and for the Ladies Who Launch in Vancouver, and we talked about keyword research quite at bit more than I had intended to. I suppose I really am an Uber-Geek, because I actually enjoy doing keyword research. Seriously. This is how I spend my evenings while all of you are out dancing at the local pub.

You should do a basic keyword research exercise (30 mins to 2 hours) before you do any of the following;

  • write a book
  • even think about writing a book
  • decide on the final title for your book
  • design the cover for your book
  • create a company logo
  • setup your website
  • create business cards or brochures or advertising
  • write a business plan (especially this!)
  • create a blog post
  • put anything on social media sites
  • create a podcast
  • revise any of the above

I’m not trying to freak you out – I’m just trying to make it clear how important this is. The document is free, so please feel free to re-distribute it to friends.

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Open Source Software for Writers

November 4th, 2009 . by Peggy

Writer’s tools are extremely expensive, especially in terms of software. Here’s a great list of free open-source software designed just for writers.

First, lets define exactly what open source software really means. The term “open-source” comes from the idea that the source code of the software is revealed to the public, unlike Microdaft where everything is super-duper secret. (Or at least, so they think.) When the source code of a piece of software is available to anyone, it means that anyone in the software community can use it – within certain very loose guidelines – to create new software, create add-ons, refine the program, and so on. The one major caveat: they cannot take this free source code and sell it for a direct profit.

Does that mean it’s free? Well, sort of. There’s a strong code of ethics in the open-source community, and almost nobody abuses the grass-roots system that has grown up around this concept. Most people who contribute to open-source projects make their living by consulting, designing, supporting, and doing other things alongside the product of the open-source project, not the project itself.

However, this same code suggests that if there’s a donation button, and you’re happy with the software, then by all means, buy the programmer a virtual coffee. Realize that programmers of open-source software make only marginally more than your average freelance writer. Yep – a couple of bucks wouldn’t hurt either of you.

The website osalt.com has a massive database of open-source software for almost any purpose. (Be aware that they also offer downloads of commercial software – scroll past that to get to the free stuff.) But here are some of my personal recommendations for writers;

- OpenOffice, an alternative to Microserf Office. I have not used any MSO products for several years – this does more than MSO ever will, and looks almost identical. Virtually no learning curve, except for some exceptionally cool new stuff. Imagine this: free, does more, and fewer crashes. I once used this to layout an entire book for print, which I’ll talk about in a future blog post.

- WordPress, the blogging platform that this blog you’re reading is based upon. (This is different from WordPress.com, which is when you use it on a public server, which I do not generally endorse for writers.) I’m talking about WordPress.org, which offers the version that you can download and install on almost any webhost. A zany array of plugins and graphical themes are also available at WordPress.org/extend/.

- XMind, a mind-mapping application that can be used not only to distill your writing ideas, but also to map out characters, plot lines, and even help you figure out who the murderer is.

- PDF995, which although not really an open-source project, it is still free and very reliable. Even though you’ve read in other posts what a fan I am of Adobe products, I still use this for creating most of my PDF documents from typed documents, because it’s lighter and faster than the real thing. This version displays ads each time you use it, but you could just slap down the $10 and not see the ads.

- Celtx (pronounced “Kel-tix”) offers an alternative to the writer’s plague of crazy pieces of paper in every room of your house. Designed as a pre-production and planning tool for screenwriting and similar story-based art forms, it’s very useful for writers. Think of this as a digital binder, collecting your ideas and storyboards, not to mention the actual script, all in one place. Great collaboration tools for more than one contributor.

And for Writers Who Podcast…

- My beloved Audacity, the program that I use to record and edit almost all my audio podcasts. Easy to use, with cool built-in effects and a very forgiving undo button. Even the kids will love this.

- I recently discovered The Levelator, a dandy yet tiny application with big benefits for any podcaster. Smooths out levels and jumpy volume levels. This saves me hours of work.

If you can find a way to give back to the open-source community, please do so by donation or by promotion. It will keep writers in software for a long time coming.

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