How To Write Ebooks and Sales

Excerpt from the ebook
Create Killer Ebooks & Sales Copy

By Viqi French, “The Ebook Professional”
About the Author

Viqi French has ghostwritten 38 profit-pulling ebooks
for Internet marketers around the world, covering topics ranging from
hypnosis and nutrition to Tantric sex and digital photography.
In her own ebook, Create Killer Ebooks & Sales Copy, Copy she shares
hard-to-find information about critical steps, ebook marketing strategies
and much more.
Prior to establishing her ebook consultancy, Pet Leopard
Communications,
Viqi worked for over a decade at advertising and PR agencies
in Chicago and Philadelphia.
Through these rich experiences, her strategic acumen was honed.
What follows is an excerpt from the ebook
© 2008 Pet Leopard Communications |

www.EbookStrategies101.com
“Create Killer Ebooks and Sales Copy”

Enjoy!

Chapter 10
The X Factor
I
n addition to the quality of the writing, there are a few key added-value
steps you can consider. One tactic involves inviting others of influence to
contribute content in some way in exchange for the “publicity.” The
other tactic involves applying some strategic thought to how you’ll deliver
something totally fresh to the marketplace.
What’s Your U.S.P.?

Many people forget to identify and promote their USP (Unique Selling Point), but
it's the “X factor” that truly differentiates a person (or product or service) from
the pack. In fact, a USP is so important in marketing that it could increase your
success rate by as much as 200 percent!
Essentially, a USP represents your competitive advantage, that distinctive and

high-value attribute that no one else has claimed.
The point is to frame, claim and communicate your ebook’s unique attributes in
a distinctive way. Your USP can “lead the horses to the water.” Of course, how
well you’ve researched the market, the demand for your type of info, and
structured your sales site are what will ultimately compel the “horses” to drink.
(i.e., PURCHASE)!

U.S.P. Principle #1: It’s Best to Be the First

In their 1993 top-selling book “The 22 Immutable Laws of Marketing,” authors Al
Ries, Jack Trout and Paul Temporal said it best: “It’s better to be first than to be
better.” You don’t have to look very far to find solid evidence of this marketing
principle. It’s about leadership, a quality that in itself attracts profits.
Case Study: McDonald’s
Everyone knows that McDonald’s claims the distinction of being the world’s
largest fast-food restaurant chain. One reason they’re the largest is because
they’ve continually leveraged that they were the world’s first. In addition,
McDonald’s has become the first such establishment in over 30 countries. That’s
not a claim that Burger King or Wendy’s can make, not by a long stretch.
Can’t Be First? Be Different!

By being the first fast-food chain, and eventually becoming the first in numerous
countries dotting the globe, McDonald’s left little room for competitors to make
similar PR noise. Investors have responded. Which underscores another
immutable law of marketing: Don’t try to be better than the leader, try to be
different.
different.

Case Study: Sonicbids
By giving hope and a platform to thousands of “unknown” bands, Sonicbids

tapped an underserved market that’s proven extremely lucrative. The service
exposes aspiring acts to major record labels and club owners, helping talent get
gigs, production deals and tremendous industry exposure.
Prior to Sonicbids, these musicians had far fewer opportunities. The industry was
so focused on established artists that no one cared about the little guys.
Sonicbids used this circumstance to create not the first “agent” operation, but a
“better” way of representing people the industry often overlooked. As a result,
Sonicbids had revenues of $8 million in 2007.
Can’t Be First? Be Different!

In another best-seller, Blue Ocean Strategy: How to Create Uncontested Market
Space and Make Competition Irrelevant, authors W. Chan Kim and Renee
Mauborgne lend further credence to those Immutable Laws. To paraphrase for
ebook creation terms:
• Don’t create your ebook to cover what others already have. Strive for
a completely different take or angle. Position your info product to
stand alone in uncontested market space.
• Don’t try to beat competitive books. Rather, craft your ebook so

specially that it makes your competition irrelevant.
• Don’t aim to exploit existing demand. Work to create and capture new
demand, a whole new market.

• Last but not least: Focus on the big picture, not the numbers. Break
away from conventional price-driven thinking as relates to value. Give
superior value in your information product and make it attractively
low priced.
Be Different!
Blue Ocean also spotlights several extremely successful brands that got that way
by focusing on the above positioning strategies:
• Starbucks (coffee as a low-cost luxury for high-end consumers)
• Cirque du Soleil (the circus reinvented for the entertainment market)
• NetJets (co-op Jet ownership, tapping a previously disregarded

market)
• Ebay (online auctioning powerhouse, making practically anything

obtainable and usually affordable)
If you harness this same creative mindset when crafting your ebook, you’ll be
delighted with your results, too!
Strategic Exercise:
Distill Your Book’s U.S.P.
Identify your USP to differentiate your material. There’s no doubt your insights
are unique. Use this as your position of strength to write with confidence:
• Perhaps you’re still fairly new to a field, so have a strong sense of

what other beginners need to know. Writing for the true beginner –
because you’re one yourself – can give you lots of fodder to write.

• Or maybe your an old hand at it, so can write as a top authority.
• You may even have a special gender-based perspective to lend to your

subject.
• Or a certain cultural or regional take.
• Could there be a certain technique or approach you take to practicing

your craft, one that’s unusual or out-of-the-box?
• Associate what you’d like to write about to a powerful, similar

metaphor. For example, I recently purchased a book that likens
business success to the ancient arts of war. Is there something familiar
to most people that in your imagination powerfully illustrates your
philosophy?
You’ve done your homework.

You know what distinguishes
your idea. Now commit your
thoughts to paper. Share it
with others over the coming
days and keep refining it
until you feel you’ve possibly
hit pay dirt with a killer hook!

Table of Contents
Part I
1. Hot Downloads, Smoking Profits 6
2. Content Is King, Strategy Is Queen 8
3. Steps At-a-glance 10
4. Strategic Savvy 12
5. The Power of Passion 16
6. Focus Your Intentions 18
Part II
7. Zeroing On the Topic 22
8. Vision for Distinction 25
9. Structure & Organization 26
10. The X Factor 31
11. Think Big and Get Busy 35
Part III
12. Content Creation 40
13. Packaging & Presentation 46
14. Marketing Sales Copy 51
15. Download Format Options 59
16. Copyright Your Ebook 63
17. Website or Mini-site? 64
18. Price It Right 69
Conclusion 71


How To Write Ebooks and Sales

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Excerpt from the ebook

Create Killer Ebooks & Sales Copy

About the Author

What follows is an excerpt from the ebook

© 2008 Pet Leopard Communications |

“Create Killer Ebooks and Sales Copy”

© 2008 Pet Leopard Communications |

What’s Your U.S.P.?

Essentially, a USP represents your competitive advantage, that distinctive and

© 2008 Pet Leopard Communications |

U.S.P. Principle #1: It’s Best to Be the First

Case Study: McDonald’s

Can’t Be First? Be Different!

© 2008 Pet Leopard Communications |

Case Study: Sonicbids

By giving hope and a platform to thousands of “unknown” bands, Sonicbids

Can’t Be First? Be Different!

• Don’t try to beat competitive books. Rather, craft your ebook so

© 2008 Pet Leopard Communications |

• Starbucks (coffee as a low-cost luxury for high-end consumers)

• Cirque du Soleil (the circus reinvented for the entertainment market)

• NetJets (co-op Jet ownership, tapping a previously disregarded

• Ebay (online auctioning powerhouse, making practically anything

• Perhaps you’re still fairly new to a field, so have a strong sense of

© 2008 Pet Leopard Communications |

• Or maybe your an old hand at it, so can write as a top authority.

• You may even have a special gender-based perspective to lend to your

• Or a certain cultural or regional take.

• Could there be a certain technique or approach you take to practicing

• Associate what you’d like to write about to a powerful, similar

You’ve done your homework.

© 2008 Pet Leopard Communications |

© 2008 Pet Leopard Communications |

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