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4 Things Your eBook Cover Designer Should Also Create For You

December 3rd, 2012 . by Peggy

Whether you’re creating your own eBook cover, or hiring someone else to design it for you, that’s a great time to create additional graphics that will help build your eBook business.

It’s often cheaper to order these items at the same time as your cover design, and easier if you are designing it yourself, because all the source materials are already at hand. Graphic unity is very important in a virtual business, to build credibility and trust, and increase discoverability of your product.

Below are four key areas that you should get done ASAP.

1) Social media icons and headers.

Recently, iTunes changed their image requirements for things like podcasting and personal icons. You know, that square icon that identifies Atlanta Rhythm Section from Peter Frampton? (I’m old. Get over it.) Your image that fits that space can also be used on things like Skype, Twitter, and many, many others. One graphic of 1400×1400, in .jpg format, is all you need across all those platforms, and it should include a professional headshot of yourself. Check out mine here.

2) Banners for affiliate marketing.

Affiliate marketing should be a core part of your long-term marketing plan for your eBook. Even if that only means inviting others to use Amazon Associates links back to your eBook on Kindle. If you plan to use your own in-house affiliate program, so much the better. Having graphical ads that hilight the use of your key graphic elements should be an essential part of that. Here’s your chance to use your book cover design and really put it all out there. Here are some recommended sizes for those banners, below. (Click the image to open it at actual size, so you can see how big the banners will actually be.)

3) WordPress header or banner for your landing page.

It’s important to have a clear image at the top of any web (WordPress-based) pages that you plan to use for your book’s blog or sales page. In WordPress, the standard 2011 theme uses an image of 1000 x 288 pixels. This should ideally include an image of you, and your eBook. The clearer the better.

4) Images for use on social media, especially Pinterest.

This is different from ad banners – you’ll want some other fun and playful images to use as you promote the eBook, such as a 3-D cover, samples of the cover in several small sizes to avoid pixelation on the web, etc. Pinterest, the photo sharing site, has changed this to be an entirely new ballgame. Here’s a great place to share fun and unusual iamges that others will feel compelled to share in return – with a trail of breadcrumbs that lead back to you. For example, do you have a series of great headshots that were not all used in the eBook or on the cover? Here’s the place to use them. Is yours a cookbook? Be sure to get some images of you interacting with food, or shots of the recipes themselves. What about action shots? You, out and about in the community? Near landmarks? Even better, what about video? At the very least, be sure to have a library of images that you build on an ongoing basis. Your designer can help you crop and modify them for use almost anywhere, including your Facebook page or Twitter, but especially Pinterest.

 

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Top Kindle Indie Authors Worth Following

July 31st, 2012 . by Peggy

As a followup to my blog post for VivMag.com, about why women over 30 write better eBooks, here’s a list of the top female indie Authors worth following on Twitter, and definitely worth reading.

I was fascinated with how each of these women market themselves. Some have many books, others have very few. Some are wild about Twitter, and some are not. They use tools like video and podcasting to help get their eBooks out there. Their pricing is all over the map. And if you follow each of them carefully, you’ll learn more about their writing style, their attitudes about their business, and how that plays into their success.

In no particular order…

EL James

( https://twitter.com/E_L_James/)

- Fifty Shades of Grey

- Fifty Shades Darker

- Fifty Shades Freed

Karen McQuestion

(https://twitter.com/KarenMcQuestion)

- The Long Way Home

- A Scattered Life

- Easily Amused

Click here to see all of Karen McQuestion’s Kindle eBooks

Ruth Cardello

 (https://twitter.com/ruthiecardello)

- Maid for the Billionaire

- For Love or Legacy

- Bedding the Billionaire

Jamie McGuire

(https://twitter.com/jamiemcguire_)

- Beautiful Disaster

- Providence

- Requiem

Click here to see all of Jamie McGuire’s Kindle eBooks.

 

Tammara Webber

(https://twitter.com/TammaraWebber)

- Easy

- Where You Are

- Good For You

 

Colleen Hoover

 (https://twitter.com/colleenhoover)

- Slammed

- Point of Retreat

 

Zoe Winters

 (https://twitter.com/zoewinters)

- Blood Lust

- Save My Soul

- The Catalyst

 

Erin Kern

 (https://twitter.com/erinkern04)

- Here Comes Trouble

- Looking For Trouble

 

CJ Lyons

 (https://twitter.com/cjlyonswriter)

- Nerves of Steel

- Sleight of Hand

- Face to Face

Click here to see all of CJ Lyons’ Kindle eBooks.

 

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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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eBook Covers: Screen Fonts vs. Print Type

July 16th, 2012 . by Peggy

Bad font choices can make or break your eBook cover design.

Are you designing your own eBook cover? Great! Here’s how to choose a font for the title and other text on your cover.

(And BTW< this is not something that’s worth obsessing over. You have a lot going on right now – and obviously, your first concern needs to be writing a great eBook.)

The difference between a screen font and a print typeface deals with the intricacies of readability and the science of typography. A screen font is one that’s designed to work and read well from a screen, versus a typeface that is designed for print, and not to be read on a screen at all. It’s a common mistake to not realize the difference, and use a screen font on an eBook cover, and I’m not sure that’s a good idea.

I should mention that the very word “font” is actually only used to describe the set of files that compose a screen font – not the typeface that is meant for print. Typography geeks might get on your back about that.

Screen (or web) fonts are meant to be readable in reflowable text situations, and represent well in what are generally lower resolutions on a screen. These fonts have different spacing attributes, meaning the spacing between letters, between the “legs” of each letter, and any enclosed areas, such as the gap in the middle of an “A”. Screen fonts are also meant to scale well and look good at both large and small sizes without any sacrifice to structure and readability. Font files will contain different sets of the letterforms than a print typeface. You’ll typically find a bold version, an enlarged bold, etc. Italics are found less often, due to their typically poor visibility on a screen. There’s a great article about this subject here: http://www.sitepoint.com/anatomy-web-fonts/

Print typefaces are typified by greater complexity and customizability, so that a designer in full control of the printed object can manipulate a typeface to an amazing extent. Designers can treat type like a graphic object, even though that’s usually something that’s tough to pull off.

A big part of this entire debate – and yes, it’s still an open debate – is what’s known as kerning. Kerning refers to adjusting the spaces between letters and words. A typesetter can adjust the kerning in a word or sentence so that parts of the letter overlap into the space of the letter immediately preceding or following it. For a great illustration of this concept, have a look at this Wikipedia article: http://en.wikipedia.org/wiki/Kerning.

Because we don’t typically adjust kerning for screen text, each letter in a screen font has a pre-set amount of space that surrounds each letter. This is what’s known as “monospaced” type. In other words, a screen font is meant to be standardized so that no matter what letter falls after which, the font will remain readable and properly spaced. Some screen fonts have evolved to be able to be kerned, but it’s highly automated, and like anything that’s fully automated, there will be some areas that just don’t work precisely the way that we’d always like it to. Sort of like factory cheesecake. Still good, but perhaps not worth blowing your diet over.

It’s not true that all serif typefaces are really for print, and non-serif fonts are for the screen, because in the years since modern monitors first came out, fonts and typefaces have evolved both artistically and in terms of usability. We now see both types of type in both print and on-screen. But there can be dramatic results by manipulating little things like the extension on the cross of a “t”, for example, which helps letters fit in a way that makes good use of the space on the screen, and still looks natural. Some typefaces, like Times Roman, were designed for specific things, like newspaper columns, and there are sooo many much better choices for serif typefaces in books, documents and papers, that I’m amazed that people still use that font at all. Times Roman is like the Scottish Play – you just can’t say the name of it at certain parties.

It’s considered a major no-no to use a screen font in print. The end result is a font that is not kerned properly, meaning that there are uneven gaps between the letters, which if they are used for the title, is going to glare at you from smack in the center of the cover of the book. There’s also something called aliasing, which very simply means that the angled edges of a screen font can be artificially smoothed to appear softer on the eye. Again, this is one of those areas that can get thoroughly messed up if you don’t understand the finer settings of stuff like Photoshop. Simply taking a high-resolution typeface and shrinking it down will not adjust the resolution properly, making it look “jagged” and blurry. See here for another article with an excellent technical explanation: http://en.wikipedia.org/wiki/Spatial_anti-aliasing

Screen fonts also have different effects when justified, due to automatic kerning. If you align a paragraph to be justified using a screen font, the letters across the line will be aligned with even gaps from the outermost point of each letter, which means that if an “A” and a “V” happen to follow each other, there will be too much space between them. A print typeface will typically automatically compensate for this, making the line appear more naturally-spaced, and therefore lend itself to a more natural reading experience. You cannot always correct this with hand-kerning. And even if you can, it’s time-consuming.

No matter what, if I were you, I would not geek out too much about this issue. There is an argument to be made that using screen fonts for the design of eBook covers is totally appropriate, considering that they are not meant to be printed out – the covers, too, are seen only on-screen. But I must say that I’ve seen a lot of oddly-spaced type out there: it floats, strangely, like a ship that isn’t anchored properly.

I think it’s a style choice. Is it readable? Does it look professional? Does it clearly make readers understand what they’re going to get in this book? If you answer yes to all of those, then great. Trust your eyes and your instinct.

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6 eBook Tools That I Can’t Live Without

June 25th, 2012 . by Peggy

Part of my job is to try all sort of things that help Authors. Here, I’ll show you six things that I’ve personally tried, and that are really helping me with various things related to online marketing and eBooks.

1) Evernote is great for;

- web-based research, saving web pages

- take a pic of a white board, it saves it as searchable text

- recording audio notes to myself (using the associated FREE Android app)

- my to-do lists and perhaps even dictation on the go

2) Smashwords is great for;

- reviewing an excellent style guide when formatting your eBook for almost any platform

- uploading an eBook to multiple platforms at once, including Kindle and others

3) Audioboo.fm is great for;

- quick podcasts using only my Android phone

- interviewing Authors and Experts with no prep or notice

- immediate, no editing, low-tech

- finding other 5-minute podcasts to listen to, both at home and on-the-go

4) MailChimp is great for;

- growing and managing my email list

- designing and sending out really nice-looking newsletters

- pay only as I need to and my list grows

5) MindMeister is great for;

- outlining before I write eBooks, white papers, audio products, and blog posts

- setting goals and outlining the tasks I need to complete to achieve them

- org charts, planning websites, and even illustrating processes to clients

6) Visual Thesaurus is great for;

- the obvious (an interactive thesaurus like no other)

- brainstorming domain names, eBook titles, products, and keywords

- try changing the settings and watch things fly around!

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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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How to Think Like a Successful eBook Author

June 5th, 2012 . by Peggy

 


Rodin's The ThinkerBecoming successful in any field often requires a shift in thinking. Here are some of the shifts that I myself experienced, and that I continue to witness in clients and other successful eBook creators.

1. Stop thinking of yourself as an Author.

Authors are amazing, creative, driven, and professional people. However, as the motivated creator of an eBook trying to crash into what might be a crowded niche, you need to shift yourself from almost all traditional thinking, and quickly.

My own fantasy of what it meant to be an Author was probably like that of many people: the Author as an introvert creative, working from behind a leather-topped desk in a quiet study, the oak-paneled walls lined with books, and a dog stretched out on a thick carpet at my feet. Occasionally, I would fetch myself a whisky from the mini-bar in the corner, or gaze out at my ocean view for inspiration. My publisher would take care of everything, and send me fat checks once a month, all because I was gifting the world with the gold that came out of my brain.

Yeah, that’s pretty far from my reality. Instead, after a rowdy morning of getting the kidlet off to school and taking something out of the freezer for dinner, I whip through Starbucks on my way to an office that I share with a crowd of marketing types. I then run down my whiteboards and address whomever is screaming the loudest. I eat lunch while typing or talking on the phone, scramble to meet deadlines, meet with new and existing clients about 3 times a week, test out new technologies or tools, write blog posts like this one, plan and execute official launch dates for ebooks or new information products, setup affiliate marketing data for the products of myself and clients, and then when that’s all done, dinner’s over and the kidlet asleep, I do a bit more market research to try to find the next niche that I can exploit to the max.

While I’m not in that luxury den, I must say that I find this much more rewarding. NO, this is NOT a life of luxury, but it is fulfilling. I love marketing. I love technology. And I especially love the freedom that I have to keep reinventing myself and my work over and over again. The reality is that successful fiction Authors (versus me as a product creator) do a lot of the same things I do, all day, every day. They might call themselves something other than an information marketer, but really, that’s what all of us are. Once our false expectations fade about the exotic life of an Author, we discover that this, being a marketer with a sort of literary bent, is actually way more fun.

2. Get into a tech groove.

Let’s face it: books mean technology. Even if you are writing for print in the most traditional sense, with a publisher and (perhaps) even an advance, you’re still in a technology-run business. There is simply no working around that. The time of Authors being lumped in with lawyers and real-estate agents for their lack of tech knowledge has passed. Content creators must now at least understand, and hopefully fully control, all aspects of their content distribution.

At the very least, all Authors must get used to the basics;

  • Writing on a computer, using appropriate word-processing software. 
  • Creating eBook content using a standard word-processor. 
  • Using social media. 
  • Blogging or creating other web content. 
  • Deploying and managing their content (and things like reviews) on popular eBook platforms like Kindle or Nook, etc.
  • Linking to places where people can buy the books, and making them easily accessible.
  • Managing a mailing list properly.

The more advanced techy types will take it to the next level;

  • Setting up a shopping cart on your website to sell books and eBooks. 
  • Formatting your own eBook uploads.
  •  Managing your own blog platform, on WordPress. 
  • Setting up things like feeds for your blog or website.
  • Tracking visitors to your blog or website, to see where your visitors are coming from.

And then there are the ones that really exploit the technology that makes money;

  • Conducting webinars or teleseminars. 
  • Using web video conferencing for lectures or virtual signings. 
  • Managing an ongoing affiliate marketing program.
  • Managing digital ad campaigns to sell books or eBooks.
  • Using podcasting to gain recognition and drive traffic.

If you know you’re stuck in the first paragraph, or less, at least know what you need to delegate to the techy types – and how to explain to them what you want.

3. Stop waiting.

The slowness of the literary industry is improving, but it is still its Achilles heel. Independent product creators must work faster in order to meet demand and build market share. In my observation over many years, the idea for a novel does not get better if it steeps for a few years. Instead, it gets neglected. It’s not just about writing every day, which is also essential, but about setting up a production schedule. This allows you to move from one completed project to the next, without losing your momentum or enthusiasm or joy for the content. In the case of non-fiction, there’s often a window of opportunity that is fleeting and small. You either grab it, or you miss it. Speed of production is the way to make money.

4. Keep producing.

If all you have in you is one novel a year, please be sure you have another job. (But don’t stop writing that one novel, either!) One product does not a company make. But, one product can a market open. What I mean by this is that you can do a lot of work to launch one product into the market, and once you open that door, you then capitalize on that by creating more products to fill the market space you have created. Once you have your spearhead product created, be sure to follow it up right away with a companion product, or a sequel, or a study guide, or a series of implementation exercises, or a new edition, or, or, etc. As the expression goes, the second eBook takes 1/10th of the work, and makes you 10 times the money.

5. Template what works.

If I were to consider selling my business, I know that the part that would be assessed for the greatest value would be my templates. I have systems up the ying/yang. Spreadsheets for processes, lists for checking off, template documents with fill-in-the-blanks, step-by-step guides for myself and for clients, pre-formatted documents for creating everything from class handouts to new eBooks, etc. etc. This is where your real value in a business lies: in its systems. This is true of almost every company. McDonald’s is nothing without its templated systems for everything from food processing and handling, to uniforms for employees, to how to scrub a toilet. Templates are what allow success to repeat. I rarely do anything more than once, because in everything I create or do, I look for a way to be able to do it again without any extra work. Yes, I have a lot of wall charts. Yes, I keep a pile of post-it notes in my bathroom magazine rack. Yes, that makes me look like a major geek. But I know that if I want to look professional, I need to save time, and templating is the only way I know to do that effectively.

The moment I let go of the unrealistic fantasy was the moment my company was born. I found real joy in offering something of value to a market that wanted it. I love sharing this with consulting clients, and watching them make the same shift and get real. No, I don’t have an ocean view (especially here in Las Vegas!) but I do have constant inspiration.

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Choosing A Platform For Your eBook

May 31st, 2012 . by Peggy

Kindle reader on the iPadThe Kindle platform is great for many types of content, but not for all. When I offer my presentations and classes, I have a few slides that help walk Authors through the following choices. Your content might work for all platforms, or not.

For the sake of simplicity, I break eBook platforms into two major categories: PDF, and ePub. Both of these are compatible with Mac and PC platforms, and both can be sold off your own website. And, both can be used for the same content. But they will look quite different.

We all know what a PDF is. Static, colourful, suitable for things like charts, diagrams, fill-in-the-blanks, and of course, easily printable. Designers LOVE a PDF, because they know, without a doubt, that what they see on their screen is precisely what the consumer will see when they purchase it and open it. There is no fluidity to the content. It stays where you put it. This reliability is what caused the explosion of the PDF format in the first place. It can also be distributed and created more easily, and for most people wanting to sell a self-help or business book from their blog or website, the PDF option provides a very smooth experience for the consumer. The creator can use the simplest possible sales mechanism: the PayPal shopping button, which has virtually no maintenance, and is extraordinarily easy to setup, even for non-techies.

Plus, there really isn’t much to worry about in terms of things like tech support for the user. Once the consumer has downloaded the PDF, they can even use their Kindle device or software to open the file, as well as Acrobat Reader, Adobe Digital Editions, or various other software, making it extremely user-friendly.

However. (Ahem.) Let’s suppose that the user doesn’t shop that way for their eBooks. If they do a search on Amazon.com for your keywords, they will miss you entirely. And further, let us also suppose that you want to take advantage of the DRM support provided by ePub-based platforms like Amazon Kindle. And even further, let’s suppose that you just don’t want to be the one managing the shopping cart – you’d rather leave that to Amazon. And after all that, let’s just say you want it on Kindle so that you can win the bet with your know-it-all brother. (Matt, you lose.)

The big dividing line between PDF’s and ePubs is that ePubs are really all about text – not design. While they continue to evolve, and yes, images and so on can work beautifully, you’re really never quite sure what the consumer is going to see when it gets to their end.The Kindle platform is very user-friendly, virtually eliminates piracy, and allows the reader to conveniently carry their library in their mobile phone. All of that works the way it does because content for Kindle is really just text, and therefore, a very small file size. It’s about the raw, flowable text: not charts, not diagrams, not comparison tables, and certainly not large or complicated images.

Upon dissecting an ePub, which is the base of the proprietary Kindle format, you’ll find yourself looking at an html file – essentially, a web page. That’s right. Tags, text, and image files. Does your content rely on images to explain concepts? Do you have not a piece of prose, but a workbook in which users must perform exercises or fill in blanks? Do you rely on dramatic spacing and a series of complicated indents to set apart portions of your content,  such as in poetry?Do you have sidebars or flyouts? Do you rely on colour to make distinctions in the text? If so, you may wish to reconsider the use of the Kindle platform, and instead, stick to PDF’s.

While ePubs have evolved dramatically, and continue to do so, the reality is that there is just too much out of your control as the creator of an ePub with a lot of graphics, colour, or special text placement on the page. The content may not look like you expect it to on all devices and all platforms. (And in fact, I can virtually guarantee you that it will not.) If that’s the case, will it still make sense? Be readable?

Understanding the nature of the ePub or Kindle platform before we start to write allows us to create content that exploits its benefits, rather than getting caught its traps. For example, novels and non-fiction prose are very well suited to the ePub – Kindle platforms. That is exactly the sort of content for which the platform was invented, and, using even the most basic marketing will virtually guarantee some sales. Creating content that relies on rich descriptions and high-impact language will do best in this situation.

This is why regardless of recent advancements in ePubs, I still caution users to rely on only the most simple formatting when creating content that they intend publish via Kindle, or a multi-platform ePub uploader such as Smashwords. When content is uploaded into useful systems like this, the interface to the creator forces the content to be reduced to its very bones, thereby ensuring compatibility to multiple retail platforms. For ePubs, simpler source content guarantees better results, and that’s why the PDF isn’t going anywhere: we still need it for its reliability of design and function.

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How to Title Your eBook

May 1st, 2012 . by Peggy

Here are some great tips for choosing a title for your book or eBook. Done carefully, the correct title can really help ensure the success of your project. Or not.

The title of your eBook should start with your goals and keyword research. Regarding non-fiction eBooks, the title must accomplish the following things;

Your title must directly relate to your keyword research. Read this document to help you with that.

You must be able to purchase the exact URL for the title. For example, if your title is How To Train Your Pet Monkey To Vacuum Your House, you must be able to purchase HowToTrainYourPetMonkeyToVacuumYourHouse.com. (Speaking of which, just how much does a pet monkey cost these days?) If you can’t get the exact title, yes, I would seriously reconsider re-titling the eBook. That domain name should point directly to a sales and information page about the eBook itself.

The title should clearly demonstrate to readers what they will discover in this eBook. Don’t use crazy slang, phrases that you invent, or other non-intuitive language. Be clear. If this is about how to get girls by becoming a great DJ, then please title it, How To Get Girls By Becoming A Great DJ. Since I’m old, and female, I don’t even know what the “street” title could be for that, but you get what I mean.

It should ideally be less than 32 characters. So, the monkey example doesn’t fit that, but Keyword Cheat Sheet does. (Although yes, that slightly violates the hard consonant rule, below.)

It must be easy to understand and speak. Try to include hard consonants that make it easy to hear and understand when spoken over background noise, or when someone has an accent, like us Canadians from Vancooooover.

You must be able to visualize others in a series. If you can share things like title text portions or other imagery among a series of books, you have a greater chance of achieving cross-marketing between your own products.

Don’t include digits or numbers. People never know whether to write the digit or spell it out. If you must include digits, buy all the related domains, such as 7monkeys.com, as well as sevenmonkeys.com.

Once you have chosen your title, lock it in by actually buying the domain within the hour. If you have spent hours searching if certain domain names are available, and then you walk away and don’t purchase the one you want immediately, you might lose it. This is because many domain registration services have automated systems that spy on your searches, and then if you don’t buy the good ones, they will. And, they do this quickly. You are doing the difficult imaginative work for them, and they can easily capitalize on good domain names by trying to resell them using their automated systems.

Don’t forget to also buy your Author name domain as fast as possible. It is one of the great agonies of my life that I do not own PeggyRichardson.com – I was too late to grab it after I searched to see if it was available. I do own PeggyRichardson.ca, however. (Which brings you to this blog.) That way, you can use your own name or that of your eBook to drive traffic, because as I always say, YOU are the product, not the eBook.

Just for fun, try using the Lulu.com title scorer to see if your eBook is destined to be a bestseller. This is about as scientific as astrology for eBooks, but it can be great at eBook parties. (Yeah, I do that. Whatever.) You can also play The Titling Game by trying out the wackiest titles you can, and see what is the highest score. You just never know what might make you famous: http://www.lulu.com/titlescorer/index.php.

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Make Your eBook Into a Magazine

April 10th, 2012 . by Peggy

With my upcoming audio product eBook Fast Lane, I’m including a slim workbook for eBook creators. Here’s how you too can create an eBook that is also a magazine.

HP has a service called MagCloud, and it is exactly what it sounds like: a cloud printing service for magazines. Yes, you can upload your mailing list, and they will print the number of required copies, and send them out to your list. You can also order them for yourself at a very reasonable price. They have three different sizes, and the print quality is excellent. Check out the latest I just created for this platform, for friend and client Shari Molchan, of MolchanFinancial.com.

Shari wanted an eBook, but she also know she wanted something to have at her speaking events and classes. With MagCloud, we created a single file to upload – that’s right, not different versions of the file for eBook, downloadable and print – uploaded it once, and we were in business.

The PDF we created to upload to MagCloud also works as a download on Shari’s website (in lower resolution, to make it smaller and faster to download), and when the digital version is downloaded from MagCloud, it works as a cool iPad app, which shows off Shari’s content to best advantage. The print version is beautiful, using the best in magazine printing technology, bagged and delivered to your door.

SLICK, huh?

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