Part 3: Using e-books to set your business apart from the competition
Think of your e-book as an audition—one of the most important ways for getting your business in front of potential clients. It must show them how your work is different and better from your competitors. How do you do this?
Solve a problem in a unique way. Identify a problem your target audience has and give them a solution that shows them how you work with clients to get results. For example, if you are a fitness trainer and are targeting mom-preneurs, write an e-book that helps them fit a fitness program into their day while juggling their business and their families.
Show people how to do something. Creating a how-to e-book lets you share information to help people do something easier, faster, better. Again, make it unique to your business. In the above example, our fitness trainer could do an e-book on how to find time for fitness in a busy day or how to work in exercise between appointments.
Share one of your processes. If you are like most entrepreneurs, you have unique processes and systems for working. You can share those in an e-book. Maybe our trainer has a process for turning chores into fitness activities. She could build an e-book around that. An organizer could share a system to create orderly kitchen shelves.
Highlight your expertise. Mention your related, educational credentials, certifications, etc., in your introduction, bio, and throughout the e-book. State how long you have been in business, for example, “In my 20+ years as an entrepreneur, I have created hundreds of information products for my clients.” This type of statement gives you credibility and sets you apart from competitors who have less experience and fewer credentials.
When potential customers finish reading your e-book, they should have a good idea of how you work with people to achieve results, what your unique perspective is, and what credentials you have as an expert. They now know more about you and your business than your competition, and they understand how you are different and better than others in your field.
In the next part of this series, I will tell you how to use e-books for passive income.
Don’t miss a post in the series! Follow the blog every Monday for:
Part 1: What is an e-book?
Part 2: Using e-books to expand your reach
Part 4: Using e-books for passive income
Part 5: Easy formula for creating a 24-page e-book
Part 6: Leveraging your e-book for more bottom-line results