Before I show you the easy way to write an eBook I want to show you this.
If you’re a consultant, personal trainer, advisor, or a coach, there are only three ways you can make money.
Work one to one. (private consultations.)
Work one to many. (group sessions like seminars or workshops.)
Use leverage. (create information products like eBooks.)
One to one and one to many means you’re exchanging your time for money.
And time as we know, is finite.
You only have so many hours in the day.
That means your income is limited to the amount of time you have.
But leverage is a different story.
Think of it like this. Fleetwood Mac spent about 100 hours in the studio recording “Rumours.”
The album goes on to make them all seriously rich.
It’s still selling today decades later.
If they wanted, they would never have to work another day in their life after releasing that album.
And what is the album Rumours really?
It’s not a physical product.
You can’t touch, taste, smell or feel it.
It’s an “information” product.
Or as I like to say, an info product.
It contains entertaining information in the form of great music.
No, I’m not saying go and write songs.
I’m saying this.
What if you create your first info product and the sales dwarfed your existing business?
That’s what I call leverage.
The undisputed world-champion information marketer is Dan Kennedy.
He said the information business is the best business to create.
According to Dan Kennedy the average business customer stays an average of 18 months.
The average information customer stays for a lifetime.
I don’t know about you, but if I were starting a business today I’d want customers for life.
The truth is business is hard work.
Which reminds me of a joke I heard years ago. “To be an entrepreneur, you only have to work half days and you can choose which 12 hours they are.”
That means, the downside is – it’s hard work. And the upside is – you can have an income for life through leverage.
Why write an eBook?
Agora publishing is the largest ‘information manufacturer’ in the wold.
with annual sales of over $2 billion.
Yes that’s 2 billion dollars a year!
If that doesn’t prove this is a lucrative business to be in, then I don’t know what does.
And what’s more, before they went online they were “only” making $80,000,000.
Which means they went from 80 million to 2 billion a year.
That shows that the online world is where it’s at today.
And again, info products equals leverage.
I still remember in 2003 reading about the then far-fetched idea of being able to download books from the web.
People at the time thought it was crazy. Just 19 years later eBooks are outselling traditional books.
I want to write an eBook but don’t know how.
Most people would love to write an eBook but don’t know how to get started.
Before you even consider writing your book you must answer these two questions.
Who will buy from me?
What problem do they want to solve?
When you take the time – I recommend at least 30 minutes – to answer these two questions IN WRITING you’ll be ahead of 99% of all other eBook writers.
When you know who it is that will buy your book and what problem you’re solving for them your book will do well.
Ben Feldman was the world’s number one salesperson.
He was the first man to sell a BILLION DOLLAR life insurance policy.
One of his favourite sayings was, “Problems have price tags.”
I took this to heart when I owned my own mail-order business selling world-class health products.
When I say “world-class” I mean they give results within four weeks or less.
I’ve sold more than one million units of health products.
And most of my success comes down to the 7 criteria guidelines introduced to me by Brad Richdale.
The only times I failed were when I ignored those 7 criteria.
So, before you create your first info product make sure you get all 7 ‘boxes’ ticked, otherwise you could be headed for a disaster.
Before you write your eBook study the 7 criteria.
This little known, but easy to understand formula allows anyone to make money online fast. Without it you risk losing money. In fact, you could lose everything.
Let’s see this in action:
People not only eat when they are hungry, but they have a strong desire to eat. If someone has a strong desire for your product, it’s a piece of cake to sell it to them. (excuse the pun.)
Gary Halbert was the brains behind the ‘starving crowd theory.’
Gary was one of the world’s greatest copywriters and I was fortunate to learn from him in my early days as a copywriter.
He also coined the term, ‘high passion index.’ Meaning, if someone has a high passion for something, like golf or fishing, they were good long-term buyers.
Back to Gary’s starving crowd theory.
If you owned a restaurant what would be the one advantage you’d want. Would it be a great location? Sumptuous food? Fantastic waiting staff? An amazing chef? Superior advertising?
No, none of the above. You’d want a starving crowd.
Hunger is one of our main drives for survival. When creating your first info product remember this…
People must be already on the lookout for a product like yours.
In other words, it appeals to an existing desire.
What you are really looking for here is a product your potential customer has to have because it’s so appealing. It unconsciously attracts people to it because it deals with automatic reactions to life situations.
Take alcohol for example. It doesn’t matter if you drink it or not, it has mass appeal. The motivation to buy it is very high and the end user is ever hungry for it.
And their automatic reaction to a life situation – stress – is to pour a drink.
Let’s move on.
It must solve a common problem.
People will pay good money to solve urgent problems. You’re thinking should be wrapped around common problems like, aches and pains, emotional upset or relationship breakups.
Also, loneliness, frustration, overwhelm, stress, chronic illness, can’t pay their bills, in debt, out of work, and so on.
These are all example of what legendary copywriter John Carlton calls ‘bleeding neck’ problems.
If you can look at your product as the perfect solution to another person’s urgent problem then you’re thinking right.
In psychology people move towards a desire or move away from a problem. And problems are more motivating than desires.
Okay, I know that might be a little tough to swallow, but if you had a tooth ache you’d want to solve that problem fast wouldn’t you?
That’s an example of a problem with a price tag.
The price doesn’t really matter.
And that reminds me of another joke I once heard from Brian Tracy.
A man goes to the dentist and asks how much it cost to have a tooth taken out.
£75 came the reply.
“How long does that take?” he asked.
“Oh, about 45 seconds.”
“£75 for 45 seconds of work! That’s a bit much isn’t it?
“Well,” said the dentist, “If it’s the time you’re worried about, I can take as long as you like.”
Ask yourself this question: ‘How can I turn my eBook into a problem solver?’
People eagerly buy solutions to their problems.
Let me say that another way.
People are desperate to solve their most pressing problems and they don’t care about the price.
If you want to be a success in the long run, the problem you’re solving must be a common one.
In other words, millions of people have it.
Staying with alcohol as an example, the common problem is stress and a glass of wine or two fixes that. It also aligns with all the other criteria as we shall soon see.
Do you want to have to behave like a market trader shouting your head off to get people to buy what you offer? Of course not. No one does.
There are two types of products:
Ones that have to be sold, like life insurance. And ones that people want to buy like alcohol, make-up, plastic surgery, weight loss, newspapers, etc.
Which category do you prefer?
I thought so.
Your product has to be that good when you talk about it, people ask, where can I buy that? Notice they don’t ask, ‘how much does it cost?’
Please read that sentence again and absorb its message.
When people buy a drink at the bar they are not usually counting their pennies. And it’s the same with anything else they see as solving their problems.
Can you imagine someone price shopping a dentist? A garage when their car has just broken down? A solicitor when going for a divorce? A chemist when they have a headache?
Because most people make mistakes in business they must be able to bounce back and recover quickly. That’s what having great profit margins allows you to do.
If you’re selling information you must go for an 8 to 1 profit margin. Luckily for you an eBook has a higher than 8 to 1 profit margin.
(8 to 1 means it cost you £1 to produce and you make £8 back.)
When you write an eBook your margins are far higher than 8-1.
Remember, profits are everything in business.
It must be consumed fast.
Guthy Renker, one of the world’s most profitable ‘infomercial’ businesses have this rule. The product must end up going down the sink or the toilet.
I know that’s a bit basic, but that’s how they work, and they are enormously successful.
When you think about it, make-up goes down the sink. Alcoholic drinks go down the toilet. And sometimes down the sink if you’ve had too many!
Another thing to add here is if it doesn’t go down the sink or the toilet it must go into the waste basket. Newspapers are a great example of this. You read it and the next day it’s in the bin. That makes it consumable.
But what about my eBook?
Agreed it’s not going down the toilet, or the sink, or even the waste basket. But it will be consumed.
Back in the day when Nightingale-Conant were the largest supplier of personal development products they ‘taught’ their customers to consume their information products.
They even had a name for it. They called it ‘spaced repetition.’ They advise their customers how to get the most out of their purchase. “Listen to it at least six times.”
They knew that it took around five weeks to consume that product. Which means they could tell them about the next product they need every five weeks.
Clever, or what?
Of course, that wouldn’t work today because of the internet we now have an attention span that’s less than a fish.
A fish has an attention span of 11 seconds, internet browsers only have an attention span of 9 seconds.
So, getting anyone to listen to an audio programme six times is out of the question today.
Why do you think Amazon has a feature called, “people who bought this also brought this,” on their order page? It’ because they know people are inherently lazy.
Anything that’s consumed quickly must also have a built-in repeat purchase.
Even information products can lead to other information products. Eben Pagan built a massive $20 million on-line business with an eBook and followed up with DVD’s and seminars on dating for men.
Who wants complication when simple is so much nicer?
No one wants to read an instruction manual (well, almost no one).
Things must be simple because anything else puts people off or makes them feel inferior. Then they don’t buy.
No one wants what you offer, they just want the results.
But they know they have to get the product in order to get the results. In an ideal world a fat person wants to take a pill last thing at night and wake up slim.
They don’t want anything that looks like effort to them.
That’s why ‘slimfast’ is such a great product name!
With alcohol it doesn’t come much simpler than this.
All you have to do is pick up a bottle of wine, pour some into a glass and drink it and you’ll “wash away your problems.”
That’s why alcohol does so well.
It’s simple to use.
Okay that and one more thing:
How quickly do you feel the effects of having a drink?
Can you see how alcohol does all these seven things?
How about make-up?
What about milk?
Does your eBook promise to give results quickly?
Think of any best-selling product and they will align with these 7 criteria. And yet how many people know them?
That is the reason I chose Aerobic Oxygen to start my mail-order business.
The product met all 7 criteria.
That ensured my start-up success.
Does your eBook go past these 7 criteria with flying colours?
If so, you have an automatic winner. If not then can you re-engineer it so it does?
Take the time to really think about these 7 criteria and match what you sell to them.
Every time I have, I made lots of money (I’m talking hundreds of thousands).
And every time I chose a product that didn’t fit with these seven guidelines I lost money.
(My worst was £3,000 and that hurt my pride more than my bank account.)
Matching your eBook with these 7 criteria may take a day… a week… a month… or longer, but the end result is a successful start-up.
Why go to all this trouble?
Have you ever heard the saying, “big doors swing on little hinges?”
What if your little eBook could help you create a business that made you £5,000 a month every month for three years?
That’s £180,000. I don’t know about you, but I could scrape by on that, especially given what’s happening now in our economic climate.
You may not believe this is possible.
Which is why I offer a free one hour private session with me to prove to you that you can write an eBook.
It’s far easier than you think, and if you follow these 7 criteria I can turn your eBook into a profit machine.
My email is email@example.com.
There’s no obligation.
And at the end of our hour together, you’ll know how to write your eBook.