Once a loved project which includes your first e-book or ecourse has been completed, we need to turn our interest to the marketing of your undertaking.
Here’s wherein matters occasionally turn extremely hard if the writer and the marketeer are one and the identical man or woman, and here’s in which we should be cautious and take the right steps within the right order, so we would live heading in the right direction.
In order to write down ANY form of advertising fabric to your ebook or direction, you need to be completely FAMILIAR with all of the blessings of your product.
Now it seems obvious that the author, of absolutely everyone, SHOULD be familiar with the advantages however there may be this sort of factor as over-familiarity, in addition to having been immersed inside the challenge for a long time and thus not seeing the proverbial forest for the trees any longer.
I changed into helping simply such an e-book creator and absolute AUTHORITY on writing their main sales web page the opposite day, and I become astonished that they couldn’t answer positive basic questions I put to them, such as:
"How many chapters are there in your book?"
"How many pages does your e book have?"
"How many illustrations?"
"How many words?"
"What’s the ISBN?"
The solution turned into continually something along the lines of, "Ahm … I wager I may want to look it up …"
Oooh!
These are the type of "technical information" that are dealt with in a publishing house by way of "other humans" – but of direction, in internet publishing they need to be recognised EXACTLY by the author, due to the fact this stuff include the "technical specs" of the product and a prospective customer would possibly properly enquire or want to recognize up front before they make their buying decision.
But that’s just an example and in a manner, it’s miles the top of the iceberg.
What have become very apparent was that the author in question had neglected out on step one of ANY advertising and marketing analysis.
This crucial step, which is the middle subject matter of this text, is ESSENTIAL so that you can write any form of advertising reproduction, to goal the correct audiences with the best approach and to market the product, full forestall.
This first step is known as "the advantages extraction".
*** How To Do The Benefits Extraction ***
You want a published out copy of your ebook or direction, PLENTY of empty portions of paper, a large pot of coffee after which, you are taking off your author’s hat and as a substitute, you put on your marketing hat and undergo the text, ONE PARAGRAPH AT A TIME, and "extract" ALL the advantages that might likely accrue for the reader/user/learner AND all they arrive into contact with *in the event that they comply with the advice and strategies mentioned* precisely.
There is a HUGE variety of ability benefits that could and can be found in this procedure, and even earlier than we get into the textual content and content material itself, there may be additionally blessings including:
Good sized print – clean to read for older human beings, avoid headaches!
Good use of white area – smooth on the attention, relaxing studying
Well based – statistics glide is logical, and thus easy to understand and examine
Fully listed – things are clean to locate, you may quick get to what you want to know.
Helpful diagrams and illustrations – pix say extra than one thousand words …
… And so forth.
Once you get into the content material, you will notice that sometimes, a unmarried sentence or paragraph hides a MAJOR advantage, along with:
"The SINGLE little acknowledged SECRET to all of your marketing issues!" (Page 23)
Take your time and keep backing up and asking yourself time and again once more, "What BENEFITS will the reader/consumer get from this?"
Immediately, brief time period, long time?
Don’t prevent with such things as,
"Reader will discover ways to use the snarkometer …"
That’s now not a benefit.
A gain is what occurs WHEN you use a snarkometer as its author designed it to be used – so the gain is probably:
"Reader could be able to capture even properly hidden, uncommon and elusive snarks."
From there, you may go directly to similarly destiny blessings, including:
"Reader becomes famous and rich from his snark income."
That’s the factor, after all!
*** Sorting Out Your Benefits ***
If you try this nicely, you may find HUNDREDS of benefits, large and small, and for all sorts of exceptional applications, situations and people, and from all sorts of exclusive angles, in ANY respectable ebook or ecourse.
You will have all of them written down, as they come, with the referencing web page numbers for your many sheets of paper.
Now it’s time to kind them out.
Firstly, undergo your listing and locate the MAJOR advantages that would make the pleasant HEADLINES and primary bonus lists.
As quickly as you’ve got the ones, your marketing and advertising falls into region due to the fact now WHAT IT IS THAT YOU ARE SELLING!
"Deep down", of path you knew that all alongside but it is splendid how "deep down" this stuff frequently is and how difficult one has to dig to get it out of the authors to convey it to the surface!
Pick out the pinnacle ten benefits and transfer them to a brand new sheet of paper.
Now, select the following 20 or so which becomes blessings in lists on pitch pages, or might be laid stop-to-lead to classifieds and sales letters.
Finally, take all of the rest and kind them out in any manner you want.
You might discover that a selected marketplace emerges that you hadn’t thought approximately earlier than with their OWN benefits listing that is quite break away the overall primary blessings, and in which you may then market your product for that reason.
You would possibly properly locate material among the ones blessings that you could use to write down articles or interact in client "schooling" – provide an explanation for how and why those blessings arise in separate articles so that they get to appreciate what you do and how VALUABLE your product honestly is.
You will locate thoughts, headlines, tag lines, and pure advertising GOLD COPY in this benefits extraction and evaluation.
And when you are accomplished, NOW you’re geared up to write down REAL commercials of all kinds – and you’ll discover that now you ACTUALLY KNOW what your product is from the marketer’s standpoint, you will also be able to SELL IT TO OTHERS.
Oh, and one extra issue.
A benefits extraction is also probably certainly one of THE most motivational and thrilling matters any writer or author can do for THEMSELVES.
Yup, it is all real. It really is THAT proper, and it REALLY has all the ones advantages!
It’ll do the world in your self esteem AND for YOUR ability to start shouting about the high-quality advantages of YOUR awesome product from the rooftops – and that in turn, results in a whole lot more income, extra money inside the financial institution, extra joy and freedom and love all round!
So if you have no longer but executed your phrase-by using-word excessive blessings extraction, cross for it NOW.
It is in reality THE FIRST STEP to ALL future marketing.
Good success and marvel benefits,
Silvia
Silvia Hartmann