David Riklan’s E-Book Marketing Program:
David Riklan’s E-Book Marketing Program:
Session 4 Notes
*These notes and the audio recording are for your use only. They are copyrighted and may not be sent to other people without permission.
Welcome to Session 4 of David Riklan’s E-Book Marketing Program. These notes are a companion to the audio recording of Session 4.
Websites discussed in this session:
In Session 4, we are covering:
“Writing and Creating Your Paid E-Book in 28 Days or Less including Choosing a Topic, Market, Pricing and selling it on the Internet.”
I want to start Session 4 by answering the question:
What are the main differences between creating a Free E-book and a Paid E-book?
The obvious answer is the Price or the cost associated with it.
The second answer is the perception of a greater value. You need to convince people that the E-book has greater value than what they are paying for it.
Back to the Basics of Writing a Paid E-book:
Some of this information overlaps the session on writing a free E-book, so we are going to run through this part quickly and focus on the issues related to charging for your E-book.
• Start with Market Research - There are many ways to find out what people want. I recommend starting with a Survey. You need to ask them.
Step 1: Identify a niche market
Step 2: Analyze their wants, needs and problems
Step 3: Write the book that satisfies their wants, needs and problems
Step 4: Market the book to that niche
• Look at your target market:
What are their pains?
What do they need to know?
What problems do they encounter on a daily basis?
• How are you going to market to your niche?
We talked about this in detail in Session 1 but just to review some tools to use:
Google Key Word Generator: type in a key word and it will give you similar key words
Word Tracker
Picking a Topic:
The next step is to pick a topic. I recommend that you start with your area of Expertise.
• Ask yourself the following questions:
What are you very good at?
What have you developed a specific skill with?
What do you really love to do?
Before you write your E-book, make sure to complete your research first. It’s also important to understand why people are getting E-books.
• Some reasons that people buy E-books is as follows:
To make money
To save money
To save time
To avoid effort
To improve their health
To get more comfort or pleasure
To reduce pain
To get praise
To be popular
• In order to sell anything, you need to do 2 things:
1. Generate value
2. Create urgency
So, how do you write an E-book?
We covered this in the first session, but I want to add two more ideas for you to think about.
• Write your E-book with your sales copy in mind:
What is the value that you are providing?
What are the benefits of your E-book to your market place/buyer?
Write your sales copy even before you write your book.
Make a detailed list of the features, advantages and benefits of your E-Book.
PRICING:
One of the hardest things for anybody to determine is how to price your E-book.
If the price is too high, the book won’t sell. There may be other books written about the same subject matter that are much less expensive. If the price is too low, readers may perceive your book as being of lower quality or lacking in content, or you might be leaving too much money on the table.
• So how do you arrive at a price for your book?
1. Begin by doing some research - Start on the internet. What are others charging for a similar priced E-book? Identify your market and search for competitors. If you have no direct competitors, look for similar types of products.
2. Look at the print market and other products market.
3. Determine how you are going to position your book:
As an E-book
As a system to do something, learn something or solve a problem
As an interactive program – may have Q&A. This could include bundled
Audio Components.
As a workbook
4. Marketing - Is affiliate marketing (partners) going to be an integral part of your strategy? How much commission are you going to have to pay your affiliates for it to be worth it?
5. Will there be an up-sell or a bundled version of the E-book? Have to determine price point for initial product and then price point for additional products.
6. Will you be selling it only on your website or through other websites like E-?
7. One technique for determining a price is to establish a low price and a high price, and then pick a number in between.
8. You can do split tests with different prices. I know some E-book publishers who change their cover price several times after publication, trying to find the sweet spot.
If you do enough homework before you publish, you should be able to set a price that you are satisfied with. The Internet makes it easier to change the prices if you need to. You are not printing large quantities of books, so you can easily change the price.
If you decrease the price, the customers that purchase at the higher price might get frustrated.
During the next 3 sessions of our course, we will review in detail how to write copy, create partnerships, get bonuses to use and marketing the product on the Internet.
After these steps are completed, the next step is actually selling your product on the Internet. We are going to provide this information for those that want to setup their product for sale on the Internet now.
SELLING YOUR PRODUCT ON THE INTERNET
In order to sell something over the Internet, You’ll need the following:
1) A finished product to sell.
2) You’ll need the ability for somebody to view information about your e-book. This is usually on your website.
3) Provide the ability to have either a Buy Now Button or an Add to Shopping Cart Button instead of a subscribe area.
4) Provide a secure place for people to put in their payment information, either a credit card or paypal information.
5) Have their credit card processed and the money transferred into your account or sent to you.
6) Provide a method for people to receive the product with either a Thank You Page or a Download page.
I’m going to take you through each of these steps and then review several different companies that you can use to set these up.
Let’s start with some basic definitions that have to do with e-commerce.
A Shopping Cart – It is software that allows online shopping customers to place items in a cart. Upon checkout, the software typically calculates a total for the order and the associated taxes. You can buy software that you host yourself or license software that runs on another computer. This is often part of your hosting package.
A Merchant Account - A merchant account allows a business to accept credit cards, debit cards and other forms of payment cards. This is also widely known as payment processing or credit card processing. We use a company call Nova Information. If you already take credit cards offline for your business, then you probably have one of these.
(This isn’t necessary)
A payment Gateway - A payment gateway is an e-commerce service that authorizes payments for e-businesses and online retailers. It is the equivalent of a physical POS (point-of-sale) terminal located in most retail outlets. We use Payflow Pro.
(This isn’t necessary)
Secure Certificate on the purchase page. This is usually called SSL or a Secure Sockets Layer (SSL), When it says https, you have a secure page that you are reading. This can be hosted on your own website or on your shopping cart website.
Let’s go into more details now about how it works.
1) A finished product. This should be your E-Book.
2) You’ll need the ability for somebody to view information about your e-book.
There are several ways to set this up. The first is through your own webpage that you create in html or hire somebody to create for you. Another way to do this is through template creation. A third way to do this is by using an integrated system that provides a store like Yahoo stores, or .
3) Provide the ability to have either a Buy Now Button or an Add to Shopping Cart Button.
There are several ways to do this and the level of complexity will depend on who you choose to work with. The simplest ways to do this are through companies like and . After you setup your account, they provide you with html code to imbed on your page that creates a buy now or add to cart or checkout button.
4) Provide a secure place for people to put in their payment information, either a credit card or paypal information.
After somebody clicks on the “Buy Now” button, they go to a secure page and the company takes care of the processing of the credit cards. You don’t need a separate merchant account setup. More sophisticated systems like require you to have your own merchant account setup. With clickbank, they send you a check twice a month or with Paypal, the money is put in your paypal account and then can be transferred later to your bank account.
5) Have their credit card processed and the money transferred into your account or sent to you.
Different systems handle this differently. With a shoppingcart system like , you have the money sent directly to your bank account.
6) After the credit card is processed, the person either gets an email with instructions for downloading your product or goes directly to a page to download it immediately.
HOW TO CHOOSE?
There are over 200 different shopping carts to choose from and probably as many companies that setup merchant accounts and payment gateways. It’s always a good start to ask your hosting company for advice. Some already have this technology incorporated into the system.
I’m going to mention a few of each of these.
Some popular shopping carts include:
or
Some Merchant Companies include
We use Nova Info
PNC Bank
Some Payment Gateways include:
We use Payflow Pro
Paymenttech
Paypal
Verisign
QUESTIONS TO ASK
1) Do you need to setup a merchant account?
2) Does the system work with E-Books and electronic products
3) Can you create a customized thank you page for downloading your products?
4) Does it deliver receipt and confirmation e-mails automatically?
5) Does it have a Web-based administration page so you can work on your cart from any computer that has Internet access?
6) Does it include encryption technology and a secure server?
7) Does it have an autoresponder system built into it?
8) Does it have an affiliate program tied into it?
9) Does it provide you full access to your customer information?
10) Does it have broadcast e-mail capability?
11) Does it have mail merge capability?
12) Do they have training and support?
CASE STUDIES:
These case studies are designed to show you how other successful E-book marketers created and priced their products.
Case Study #1
Our E-book and its success – The Top 101 Experts:
** THE BONUS ITEMS LOCATED ON THE LINK ABOVE ARE FOR YOUR PERSONAL USE. IF YOU WANT TO GET PERMISSION TO USE A BONUS ITEM FROM , contact sam@
▪ Did two “24-hour campaigns” and sold 6,828 books at
$27.00 each
▪ The first 24-hour campaign sold 4,006 E-Books for
$108,162
▪ The second 24-hour campaign sold 2,822 E-Books for
$76,194
- Let’s review how I created the book. Basically, I did a survey to begin. Then, I did internet research, hired a college intern to work on it, paid to create a cover. Used someone else’s webpage template, wrote the initial copy. Had some help cleaning up the copy.
- Looked at prices between $19.95 to $39.95, based on my competitors. Tested at $19.00, but sold more at $27.00 included enough to pay affiliates for a high converting webpage.
- Sold through – easy to set-up, they have other E-books that they sell, so you can find affiliate partners.
- Used an audio message.
- Offered downloadable bonuses:
- Provided a 90 day money-back guarantee.
- It was a unique product.
Case Study #2
Michael Webb –
▪ 300 Creative Dates
$16.95
▪ 1000 Questions for Couples
$24.77
▪ Collection
$69.00
- The Power of Niches and the Power of Collections
- Simple pages that spawn off from other pages and they work!
- Sells them through
- Personalized Letter Style – emails
- Nicely designed covers
- He also built up a huge list of people that downloaded his Free E-book, “101 Romantic Ideas”
- We have generated thousands of dollars of affiliate commissions on his E-book.
Case Study #3
Dan Robey - The Power of Positive Habits
$39.00
- He started out selling his book as a print book
- Had problems dealing with print books
- Has generated over $100K in E-book sales from his site
- Has Audio Downloads
- Uses an Affiliate Program
- Was able to generate a large mailing list
Case Study #4
Tom Venuto - Burn The Fat, Feed The Muscle
▪ $39.95 for the Burn the Fat System
▪ Upgrade to the Burn The Fat Deluxe Edition
$59.95
- 4,000 affiliates opted into affiliate newsletter
- more than a quarter million opt-in subscribers to free newsletter
- more than 10,000 unique visitors to site per day
- Autoresponder series to sell the book.
- The sales copy almost writes the book
- The top twelve worst foods you should never eat
- The top twelve best foods you should eat all the time
- 100% MONEY BACK GUARANTEE
- Exit Popup
- Saving Time
- Saving Money – Much less than a personal Trainer
Case Study #5
Rod Beckwith - Think and Grow Rich by Napoleon Hill
$24.00
- Book fell out of Copyright. They didn’t write it. It was in the public domain. They re-branded the book and marketing it.
- Sold lots of copies in the past.
- They give a Free copy of Chapter 1
Case Study #6
Tom Haibeck - Wedding Toasts
and
$19.95
- Found a good niche – people that need wedding toasts right away
- 7,195 searches for wedding toasts ()
- Market with an urgent need
Case Study #7
Double Your Dating
$19.97
- Sold tens of thousands of these E-books
- Squeeze page – where you have to put name and email address
- Generated over 1 Million Subscribers from this site.
Case Study #8
John Harricharan - Power Pause Secrets
$97.00
- Endorsed email campaigns
- Also created an audio bonus for the product
- Know, Like and trust him in the email copy
- General Self Improvement
Case Study #9
Rosalyn Gardner – Super Affiliate Handbook
$47.00
- $69.00 for the upgrade
- About making money on the Internet
- How-To Book: strategies to save you money, time, and effort while building your affiliate marketing business.
- Gives details of what is in the book and the benefits in the sales copy
Case Study #10
The Rich Jerk
$14.95 for E-book only
- In your face style and copy.
- Also about making money on the internet.
- Built up a huge affiliate network
Case Study #11
Kingdom of Pets
$37.00
- $59.00 – Upgrade to video files
Case Study #12
Quit Smoking Right Now!
$197.00
- E-book plus audio downloads
Case Study # 13
Uses
ClickBank:
- Website is:
- This is a great site to find other websites that market E-books.
- They rank the most popular selling E-books.
- You can search by clicking on Category and then you can see how popular/successful products in that category are.
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