Author: Jonathan Kranz
Reviewer: Wendy Thomas
EBooks have become a common, if not required marketing method for blogs and websites. Some charge money to download but many are free. What better way to position yourself than as “the person who (literally) wrote the book on the latest topic”? It gives you instant credibility. Not only do you know your stuff but you are a published author.
Because eBooks are so trendy and so easy to produce (pretty much just convert your file in to pdf format) anyone can make one. This can cause problems. Although there are excellent eBooks out there, there are also a lot of eBooks that cry out for the delete key to put them and us out of our misery.
Jonathan Kranz’s eBook: The eBook eBook – How to Turn Your Expertise Into Magnetic Marketing Material falls into the former category and shines as an excellent example of what an eBook should be.
If you are struggling with how to get your ideas into eBook format, then this essential primer is for you.
Kranz’s eBook has the hallmarks of a good e-publication. It is 44 pages long and in part due to its design and organization is an enjoyable and relatively quick read. He uses graphics, has short bites of information (remember this is a different audience from your novel reading crew), offers plenty of suggestions and examples, and also presents some case studies to further explain the concepts.
The information is concise and packed with helpful advice and standards you can use when designing and producing your eBook.
He starts with the basics of choosing an idea on which to write. Suggested topics include:
- Solving a problem
- Passing on a method of success
- Sharing research,
- Leveraging a workshop or forum information
- Working with a colleague for ideas
Kranz then goes on to explain the value of controversy in marketing writing. Drama in writing is an often forgotten (but essential) method for attracting an audience. It takes an accomplished writer to recognize this and then translate its power into audience grabbing material. Think about it, a controversy on which to comment will draw far more attention than something that makes (dull and dry) perfect sense.
The organization of an eBook is discussed with plenty of examples. Kranz aptly demonstrates the differences between conventional books and the new rules for online eBooks. Of course the eBook must have an introduction, body and conclusion like its hard copy cousins, but it must also have headlines, callouts, and far more bulleted lists.
The typical reader of an eBook is sitting in front of her computer screen with a few windows open, checking the email and twitter every few minutes. You need to capture and sustain that sporadic attention. You do this by following Kranz’s suggestions of chunking the material into bites, using graphics, call-outs, and generally making the presentation visually interesting.
This eBook on writing an eBook has it all from soup to nuts. It covers design, publication, and promotion. It includes practical tips and at the end a checklist to make sure you follow current guidelines when writing your book.
Will you get a highly downloadable eBook after reading Kranz’s eBook? It depends, if your goal is to sell, sell, sell, if you don’t have a clue how to write or have been inflexible about changing your writing style for a new audience, or if you’ve read the book and then went on to do it “your” way instead - chances are you won’t.
However if you are a gifted writer who can understand that the rules of writing have been changed for the internet, that you need to incorporate techniques that visually engage the reader, then you might, you just might get that golden egg – an eBook that enhances you and your business’s credibility.
This eBook gets 5 savvy sistah stars out of 5 stars for readility, content, use of graphics and lists, and applicability and usefulness to subject matter.
Jonathan Kranz is the principal of Kranz Communications and a 13-year copywriting veteran serving clients as diverse as Harvard Business School and Poets & Writers...IBM and Time/Warner...Intuit and iParty. His copy has sold everything from commercial real estate in downtown Boston to (he kids you not) the “angel frog” collectible. Visit him at his renewed site, www.kranzcom.com
Jonathan is the author of Writing Copy for Dummies and numerous articles that have been published on MarketProfs, RainToday, DIRECT Magazine and many other venues.