Ebooks are a major part of marketing. Not only are they a way of marketing a product, but they offer the hottest, most up-to-date source of marketing information available.
The sites on which ebooks are sold include Amazon and independent, standalone sales pages. The description, sales copy or sales pages can be as long as desired–some are several thousand words long.
They are designed to stir the imagination without providing real insight on the product being offered. They are carefully calculated to whip up the emotional desires of the reader to get ahead or to solve some problem.
Such sites are typically loaded with testimonials, although none of these offer any real clues into what the ebook contains—just glowing comments on how careers were transformed and lives were made better.
Usually, a three-dimensional-style image of the cover of the ebook is shown on the sales page, as if the purchaser is buying a real, physical book, along with banners and buttons imploring the reader to “buy now.”
Then there is a bullet list of benefits offered by the ebook, along with vague statements about what the book actually covers. Usually, these are listed as benefits rather than the actual techniques that the book describes.
The reader is encouraged to buy (if it is a book on making money) based on a few promises that they will make their “investment” back quickly with this or that “groundbreaking approach.” Of course, the ebook must be purchased first.
Now it may sound like I am belittling such content providers, but this is not the case. In many instances, they have succeeded in using their ebook offering both as a product to offer to their visitors and as a marketing tool that draws those visitors to their site in the first place.
Continue Reading »Ebooks Bring Tried and True Marketing To The Modern Era