Someone recently asked me, “Is there a difference in writing style between eBooks and paper publications?” Yes, and it can be quite dramatic.

People buy eBooks for completely different reasons than they purchase paper books. Again, it comes down to knowing your audience and their needs.

Let me share with you the top three reasons that people have specifically stated or demonstrated to me about why they might choose an eBook over a paper book. All of these cases apply to only my own work with non-fiction.

1. They want the information right away. Like, yesterday. They search online first for the content, find a resource, like a blog that tells them things they like to hear, and then find out that the blog Author also has an eBook available for download.

2. They don’t have time to read that much. I’ve heard more than once that people have a perception of paper-bound books occasionally being too deeply explorative of topics. They just want the facts. They don’t want to know the backstory – it won’t change how they use the information or how they make decisions.

3. They just don’t want more “stuff” in their lives. An eBook on their phone, iPad or other digital device is more or less invisible. It doesn’t require storage and is always in their back pocket. They can make notes or send paragraphs to others via email or even Facebook.

So if we know all of these things about our reader, how can we imagine that they want to read an eBook?

- uncomplicated, unburdened writing
- plain language, not a lot of buzzwords
- straight-to-the-point explanations
- external references will work easily (like web links for more info or your bibliography)
- high-level exploration of the topic, unless it’s specifically stated that yours is an in-depth work
- written in a lighter, more entertaining style
- consider modularizing content into self-contained sections that make sense on their own, allowing readers to make choices about how they choose to read the content, perhaps just one mini-chapter at a time
- use clear headings and sub-headings
- use consistent organization, conventions, and glossaries that interlink to your main content
- be sure that your chapter headings and subheadings links work properly, allowing people to hop around to parts of the content clearly
- make sure that your sales copy clearly represents what readers will receive
- use standardized platforms and technologies with the widest appeal and compatibility (watch out for the use of Flash on Apple devices, for example)
- offer them follow up content that meshes with your first book or offering

In closing, let me offer you a single caution: don’t make assumptions that your eBook readers are young hipsters, and can understand euphemisms and slang. Lighter and more entertaining doesn’t mean using cultural references or inside jokes that may be missed by a 55+ crowd.

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.

It’s often difficult to get hard numbers for eBook sales, but this graph from the International Digital Publishing Forum gives us something close.

Check out the sharp curve from 2008 to 2009, which is the year that the Nook and other eReaders were released, including the second-generation Kindle. The second generation of anything is often better than the first, and the people who wait for the second of everything to come out are what form the bulk of the market.

Impressive.

I’ve recently started playing WOW for the first time, which makes me a pretty late bloomer as Gamers go. But it’s interesting what I’ve learned while playing.

For those of you not initiated, Warcraft is the world’s largest online game community, with roughly 11 million players worldwide. For a modest $15-ish dollars a month, you can create a fantasy character (or multiple characters) that allows you to run around a rather sophisticated world called Azeroth. With several continents and types of environments, Azeroth is a somewhat bronze-age style universe with an exciting array of weapons, magical people and places, and really great outfits. Players can interact with each other, even players that may live a great distance from you in the real world.

I’m still what’s considered a casual player. I play about 3-4 times a week for as much as a couple of hours at a time. If someone had asked me 6 months ago if I had a spare 6 hours a week, I would have laughed and stated a firm “no”. But since like most players, I typically log in sometime between 10pm and 4 am, it seems I’ve found the time.

I started playing as a sort of experiment, part of my self-challenge to try new things and test my brain’s ability to create new neuron pathways. I was surprised then I enjoyed it, and further surprised when I realized I was learning new things about myself as a writer and as a person, simply by playing the game. Such as…

Patience

I will never be a level 80 character. But, I’ve discovered I’m happy being a level 20. A person as competitive as myself should be anxious to ‘level up’, as they say. But really, the number next to my name is no longer important. I had no idea when I started now long it would take to become proficient at this game, because I had no previous gaming experience, and I had no idea how sophisticated gaming had become. Now, I see other level 1 characters standing in the street, their players presumably checking their maps or reading the manual, and I realize how much I’ve learned. But I know why I’m here – it’s to relax and enjoy the game, not the win or lose.

I Need A Lifebar in My 3d World

The little gauge that hovers over the head of my character tells me vital stats about myself and about others with whom I interact in the game. I need one of these in real life, but instead of how much life my character has left, it will rack up my calories consumed so far in a day. I need the secondary mana bar to track how much room I have left on my credit card. A little “duel” symbol will appear every time I’m wrestling my child into her school clothes, and a little “zzz” will appear anytime I’m tired and sit down for a quiet few minutes, so that no-one will bother me. Other people will have their names hover over their heads, so that I’m no longer embarrassed by not being able to remember names at networking events. In reality, I’m developing little tricks for myself to improve my self-organization and memory.

I Like Flinging Fireballs At Things

Sometimes, being aggressive and taking sides is OK. I’ve held back releasing a few essays and articles because I’m worried that my position on a less-popular side of the fence might not win friends and influence people. Instead, I now think it might be OK to be a little controversial, and not try to please everyone. Holding back makes for very boring blog posts.

I’m a little bit Alliance, and a little bit Horde

Sometimes good and bad is not black and white. I have characters in both factions, and I play them approximately equally. They both have advantages and disadvantages. My primary Alliance (traditional good guys) character is a huntress, and my primary Horde (traditional bad guys) character is a Mage, which is a magician/priestess-type role. I’ve never encountered a character from either faction that didn’t play with honour. And being challenged to a duel by a massive and high-ranking Horde character is very flattering. Especially when it’s done politely. In my 3d world, I’m trying to be slower to judge, and to let myself be open to possibilities I had not previously considered.

People Can Surprise You

I can’t believe who else plays this game. The genteel and very ladylike mother of one of my Authors surprised me by offering to help with a game problem that I posted on my FaceBook profile. Turns out she has multiple level 80 characters. Her son tells me, “Oh yeah – Mom’ll take you down.” Who knew?

The Worst Thing That Can Happen May Not Really Be That Bad

The worst thing that can happen in WOW is that your character dies, usually by being killed by a non-player (automatic / game generated) character or beast that you’re supposedly out to kill. But really, all that happens is that you need to resurrect yourself, using magic or by running back to where your corpse is in the game. That’s it. For low-level characters, there isn’t even a penalty to be resurrected by the “graveyard spirit”. That’s it. You just keep playing. Often, you go back with greater knowledge of your enemy, and can then strike when he’s at his weakest, and win the challenge.

I Need To Check My Compass More Often

I’m an A-type personality, and a planner in my 3d life, and so I also am in-game. But, Azeroth is a large and complicated place. Sometimes I’m not where I think I am. Tracking my quests using a clear and simple system helps me stay on track for my goals. Since beginning to play, I’ve enlarged my white board in my office, and expanded my use of automatic self-organization tools and systems. It helps to be constantly checking my goals and my progress against them.

I’m not saying that playing online games is the solution to all things that ail, but so far, this experiment has been completely fascinating. I hope to continue this indefinitely, though, within certain rules, such as not playing before 8pm, and promising to never fling a frost spike at my husband if he challenges me to a duel.

Before undertaking any marketing or product creation activity, be sure to setup some free Google Alerts on your business. You may be shocked at what you can discover.

Google Alerts is a free tool provided by Google. The Google search engine is constantly indexing new content all over the web, including content that is directly about you, your company, your name, your competition, your industry, etc. Essentially, this service alerts you by email when any of your chosen key words or phrases appear in their gigantic index of fresh content on the web.

Google Alerts makes fast work of;

- monitoring your brand

- gauging the success of your current marketing efforts

- researching the visibility of key figures/companies in your industry

- watching out for new trends in your market

- being the first to know of major news in a specific area (and then being the first one to re-break that  to your own sub-market!)

Note that Alerts are not a report that people are searching for you – it just means that you’ve been indexed. When people search for those same words and phrases in the Google search engine, only the content that has been indexed will appear in the search results. If you have a website to promote, being indexed is a very good thing – it means your content is easily available to those searching for you.

Google Alerts is selective, in that it will only alert you of fresh content, or rather, content that has recently come to the attention of the index. The more often you update your content, the more you will appear in Google Alerts for the key words and phrases contained in your content. Google’s index prioritizes content with certain characteristics, such as video over text content, and content from sources that are reliably updated on a regular basis. This is part of what forms the mystery of “who gets ranked highest” on Google search results. You can also choose to only find content from blogs, news, video, or other options. (I always choose ‘comprehensive’ so I hear about everything.)

Let’s say that you’ve already performed a good keyword exercise for your business, so you know what words and phrases you want to be associated with. By entering of them into Google as an Alert, you will be notified by email when any fresh content comes up with those words.

I’d also be sure to add;

- your company name,

- your very own name,

- the city or location of your business,

- the names of your competition,

- any applicable industry terms, even if they’re not in your list of marketing keywords because they’re considered “buzzwords” or “insider talk”

Small business can especially benefit from Alerts, because it can be used to filter quite a bit of content very quickly, leaving only local or other highly-specific content available for you.

Before developing any sort of product, try entering some keywords related to the project into Alerts, as part of your product and market research. Monitor it for a couple of weeks and see what comes up. Witness what people are talking about, what their needs are in your niche, and if you have any competition. Is this a busy market? Are people really talking about your niche? Are they using alternate language to talk about you and your niche? Do you need to shift your focus to meet their needs?

Another important discrimination to make is where the conversations are already happening. We all know that rather than trying to get customers to come to us, we should find where the customers already are, and go to them in their own backyard. Alerts can help significantly with this, as it will make a distinction between Twitter entries, FaceBook comments or groups, bloggers talking about the product, news outlets, or other locations. Is one happening more often than another? If there are plenty of bloggers talking about your niche, but no news outlets, then publicize your product by approaching bloggers rather than approaching traditional media. If people are tweeting about your niche, but nothing’s happening elsewhere, don’t bother to write articles – get tweeting!

Overall, Google Alerts is more than just about knowing who’s talking about you; it’s also about knowing what they’re saying, and where, so that you can jump in and join the conversation.

Want to witness the power of this first hand? Try setting up an Alert for “Justin Bieber” – you’ll soon see what I’m talking about, whether you want to know about teen pop stars, or not!

I’ve been saying for some time now that if you don’t start to take video seriously as a major marketing/educational medium, you and your book or other business are toast.

In this article on Biznik.com, Contributor Michael Shuett (who works with a video production company in Washington State) clearly states it yet again. “Being without a professional video will soon be equivalent to not having a website; it will be as necessary as it used to be to have a listing in the Yellow Pages.”

Shuett offers statistics from the Unica State of Marketing 2010 study, which clearly demonstrates that most organizations intend to use video (especially in mobile social media content) this year as part of their marketing strategies. We have known for some time that search results always favour video content over any other content, including text, blog updates, and even audio.

The big obstacle for most of us? We freak out when someone suggests that we should be on camera. I also have a face made for radio, but I still get up there and do video regularly. Consider these options for freaked-out video creators;

• Narrate A Slide Show: This is the least threatening and easiest way to start with video. If you do any sort of speaking or teaching, a good first video exercise might be to take one of your training sessions and simply narrate it while you flip through your slides. This way, only your voice is present, and people will see your presentation, not your face. You can use a variety of tools to create this, including Jing (free) and/or Camtasia (not so free).
• Prioritize Audio Quality: Use a good quality microphone – sound quality is essential. You can get away with crappy lighting and bad photography if people can still hear your message, but if they can’t hear you, they stop watching. A headset is my preference, and seems to get the best results, partly because it’s maintained at a steady distance from my mouth at all times and doesn’t move around. However, I recognize that this can make you look like you’re trying to launch a space shuttle. If you’d prefer a handheld (and there are cases where I prefer a handheld – see a future post about that) you can get away with a surprisingly affordable one. I paid about $160 US for my headset a couple of years ago (here’s a link to something similar – very comfortable, as I wear these a lot) and about $35 for my handheld (including shipping) on eBay. Test everything before you start shooting. (Best tip: be sure the microphone switch is turned to the ‘on’ position. No joke – I’ve done it.)
• Do It Yourself: Although Shuett suggests that video should be professionally-produced or nothing, I must say that I disagree. Video created on-the-fly with a gritty home-grown quality can provoke a better response than professional quality. I mean really, who trusts a script? (You can always tell when it’s a script and someone’s reading from a cue card.) It’s so easy to just sit in front of your webcam and make a fast recording. I’ve even created video while driving. (Safely and legally, I swear.) Homegrown is better than nothing.
• Use YouTube’s Natural SEO Benefits: The overwhelming majority of video viewed on the web these days is still ultimately hosted on YouTube.com. When uploading a video there, you’ll be prompted with a variety of fields, including one specifically for keywords. (Be sure to do your keyword research up front.) Don’t neglect all these other fields – fill them out completely! People don’t necessarily have to find your very own website to discover you. Simply searching YouTube will help them find your video, and this will lead them back to your site, because of course, your URL is clearly present there for them to click on.
• Don’t Edit: After the first few years dealing with editing video, I’m now really a one-take sort of girl. If I mess up seriously, I’ll re-take it, but I hate chopping in second cameras, voiceovers, etc. What a drag, and a delay to posting. I just shoot and post. I will vaguely outline what I want to say verbally before turning on the camera, but I rarely even write it down anymore. If you know your stuff, it comes easily anyway.
• Be Funny: This is synonymous with being real, keeping it loose, etc. Boring = viewers who leave. Funny = believability. If you’re not naturally funny, don’t try to fake it, but keep it friendly at least.

Recently, for the first time, I was recognized in a crowd at a business event, because people had seen me on video. They already trusted me and my company, because they had seen me talk about their subject, and they knew my style. I’ve always said, if a fat chick in her late 30′s isn’t credible these days, who is? It’s the one thing I have going for me. (Along with good teeth.) Find out what you’ve got going for you, and use it on video.

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.