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Developing eBooks Audio Books, Kindles and More for Maximum Profit
1.
Developing eBooks, Audio Books,
Kindles and More for Maximum Profit Marlene M. Maheu, PhD Founder & CEO LESSON # 5
2.
© 1994-2023 Telehealth.org, LLC All rights reserved. • WHO WE
ARE: We are licensed healthcare professionals, attorneys and other consultants. • TELEHEALTH GOAL: Our goal is educational only. No warranty, guarantee, or representation is made as to the accuracy or sufficiency of the information contained in our training for your specific circumstance. • YOUR PART: You are encouraged to seek practice-specific advice from your own legal, regulatory, ethical and liability authorities before offering any telehealth services or programs to consumers/clients/patients. Obtain all such opinions in writing, and have your informed, trusted, local, legal counsel review those written responses for their full significance. Disclaimer
3.
© 1994-2023 Telehealth.org, LLC All rights reserved. Learning Objectives 3 • Why are
eBooks the way to go for most professionals rather than seeking to publish print books? • What are five easy strategies to write an eBook in 3 months or less? • How much does it cost to publish an eBook? • How do you include self-promotional material without looking unprofessional on your website? • Where can you go for free or low-cost resources to build your products?
4.
© 1994-2023 Telehealth.org, LLC All rights reserved. Learning Objectives 4 • What is
a reasonable price-point for an eBook? • What are the legal and ethical codes that rule such program development and marketing? • What is a virtual book tour and how can you get involved? • How do you easily create an audio book from a Kindle version of an eBook?
5.
What are five
easy strategies to write an eBook in 3 months or less?
6.
© 1994-2023 Telehealth.org, LLC All rights reserved. 6 eBook Strategy #1 Write
Your Own eBook
7.
© 1994-2023 Telehealth.org, LLC All rights reserved. 7 eBook Writing Strategy #1: •
Start with specialty area • Do market analysis • Re-purposed content • Blog / Webinar • Newsletter / YouTube • Other SocIal Media • Boil down concept • Outline 10 chapters / 10 pages per chapter = 100 page eBook (at most) • Write 1 page per day • Get best domain name • Outline Product Path
8.
© 1994-2023 Telehealth.org, LLC All rights reserved. 8 • Start with
your favorite topic • Weight loss / Eating Disorders • Positive Facts • Mind Games • Nutrition • Exercise • Strength Training • Cardio • Stories eBook Approaches
9.
© 1994-2023 Telehealth.org, LLC All rights reserved. • 9 • eBook,
OR best chapter of your book • Go for the “thud factor” • The more the better • Bonus: “Organize your ADD child checklist” • Free webinar • Easiest is to not take live calls • Ask for questions to be mailed in Front End Back End • Continuity Program • Up-sells • Individual Treatment • Master Mind Groups • Platinum Group • Consultation • Supervision Plan Ahead
10.
© 1994-2023 Telehealth.org, LLC All rights reserved. 10 eBook Strategy #2 Transcribe
a Webinar
11.
© 1994-2023 Telehealth.org, LLC All rights reserved. 11 • Record a
webinar • Transcribe • Edit transcription or ask a friend to edit • Build in links • Sell from website • Email list Transcribe a Webinar
12.
© 1994-2023 Telehealth.org, LLC All rights reserved. 12 eBook Strategy #3 Expert
Interview
13.
© 1994-2023 Telehealth.org, LLC All rights reserved. 13 • Interview on
telephone / video • Have some one ask you questions, or you ask them questions related to your topic • Record • Make it a webinar (live or recorded) • Transcribe / PDF • eBook Cover • Sell from website • Email list Expert Interview
14.
© 1994-2023 Telehealth.org, LLC All rights reserved. 14 https://telehealth.org/telehealth-training-course-catalog/?orderby=price
15.
© 1994-2023 Telehealth.org, LLC All rights reserved. 15 eBook Strategy #4 Hire
Help
16.
© 1994-2023 Telehealth.org, LLC All rights reserved. 16 Hire Help • Hire someone,
research, layout or record content for you (Fiverr, Upwork, Elance, Guru, etc.) • Royalty-free books, papers, articles • YouTube Links • Images • Quotes • Use as a lead generator on your newsletter subscription sign- up box (on your website)
17.
© 1994-2023 Telehealth.org, LLC All rights reserved. 17
18.
© 1994-2023 Telehealth.org, LLC All rights reserved. 18 Keep it Simple
19.
© 1994-2023 Telehealth.org, LLC All rights reserved. 19 Use Powerful Images
20.
© 1994-2023 Telehealth.org, LLC All rights reserved. 20
21.
© 1994-2023 Telehealth.org, LLC All rights reserved. 21 • $500 -
$10k “Looking for 100 page book, here’s my budget”, then wait for bids • Carefully review samples • Behavioral sample • Contract • “Work for hire” • You own copyright • Get a copy of everything in WORD and PDF Negotiating for Hired Help
22.
© 1994-2023 Telehealth.org, LLC All rights reserved. 22 eBook Strategy #5 Look
for Contributors
23.
© 1994-2023 Telehealth.org, LLC All rights reserved. 23 Where to Find
Contributors Paid • HelpaReporter.com - want a site with some traffic • Ebay - authors with products for sale • https://www.mturk.com/ (Amazon Mechanical Turk) • Answers.yahoo.com • Clickbank - mention you in their book for cross promotion • EzineArticles.com • RTIROnline.com - experts pay to be interviewed Volunteers - Interns & Colleagues • LinkedIn - mental health or coaches • Partner with Colleagues
24.
© 1994-2023 Telehealth.org, LLC All rights reserved. SelfhelpMagazine (SHM) Cyber-Infidelity Survey in 1998 24
25.
© 1994-2023 Telehealth.org, LLC All rights reserved. 25
26.
© 1994-2023 Telehealth.org, LLC All rights reserved. 26
27.
© 1994-2023 Telehealth.org, LLC All rights reserved. 27 Leveraging other professional’s lists
28.
Why are eBooks
the way to go for most professionals rather than seeking to publish print books?
29.
© 1994-2022. Telebehavioral Health Institute, LLC. All Rights Reserved. 29 Start with Something
You Have Done (Retain Your Copyrights?)
30.
© 1994-2023 Telehealth.org, LLC All rights reserved. Copyright 30 • Many different
types • “Compilation” copyright allows you to own the copyrighted elements of others if: • You have their permission • You assemble them in a unique way
31.
© 1994-2023 Telehealth.org, LLC All rights reserved. 31 Which Areas Have
Most Potential for Profit? • Anything related to primary health and disease • Formats that deliver education and interactivity • Pick one and stay focused - will take a while • Products that deliver convenience • Areas with natural “upsells”
32.
© 1994-2023 Telehealth.org, LLC All rights reserved. 32 Conduct Keyword Searches
Regularly Many sites can help - Google Adwords is a good place to start
33.
© 1994-2023 Telehealth.org, LLC All rights reserved. 33
34.
© 1994-2023 Telehealth.org, LLC All rights reserved. 34
35.
© 1994-2023 Telehealth.org, LLC All rights reserved. 35 Path #1: Writing a
Book vs. eBook Advantages Disadvantages • Positions you as an expert • Gives you highest credibility • TV Shows • Radio • Easy to sell • Low resistance • Time • Cost • Printing • Fulfillment • Agent / Publicist • Publisher
36.
© 1994-2023 Telehealth.org, LLC All rights reserved. Book vs. eBook 36 • Zero
delivery costs • No printing • No inventory • No shipping • Instant access • Can charge premium prices • List on Amazon
37.
How much does
it cost to publish an eBook?
38.
© 1994-2023 Telehealth.org, LLC All rights reserved. 38 Costs of Publishing • Cost
of webinar platform (FREE) • Cost of transcribing (~150 - $200 per hour) • Cost of layout template ($150) • Cost of images ($2 - 10 in bulk) • Cost of software (WORD, PDF, Camtasia, Screenflow)
39.
© 1994-2023 Telehealth.org, LLC All rights reserved. 39 eBook Cover & eBook
Layout • Not home-made • 99designs.com • eBook cover $5 at Fiverr.com • Google "book layout" • Inside chapters & headers • $5 - $20 per page independent designers • $.50 per page at Fiverr.com (high end)
40.
© 1994-2023 Telehealth.org, LLC All rights reserved. 40 Power of Titles,
Images, Keywords & Colors
41.
© 1994-2023 Telehealth.org, LLC All rights reserved. 41 Which would you
buy?
42.
© 1994-2023 Telehealth.org, LLC All rights reserved. 42 What’s the Difference?
43.
© 1994-2023 Telehealth.org, LLC All rights reserved. 43
44.
How do you
include self-promotional material without looking unprofessional on your website?
45.
© 1994-2023 Telehealth.org, LLC All rights reserved. 45 Self Promotional Material •
Testimonials or “What others are saying...” • Do not solicit testimonials from clients/patients • Be sure to include picture of person with eyes pointed inward toward page • Use your colleagues to review your materials and give you short statements to post on your website (no more than 15-20 words)
46.
© 1994-2023 Telehealth.org, LLC All rights reserved. 46 Press Release
47.
© 1994-2023 Telehealth.org, LLC All rights reserved. 47 Give Away Something of Value
48.
What is a
reasonable price-point for an eBook?
49.
© 1994-2023 Telehealth.org, LLC All rights reserved. 49 Pricing Your Front End Product •
Look at your competition • eBook - $4.95 to $10.58 • You never know until you split test! • Bottom Line: • The more people you get into the front end, the more people will buy your continuity program, courses, consultation
50.
© 1994-2023 Telehealth.org, LLC All rights reserved. 50 Consumer Sweet Spot • Keep
costs low • Understand and let them kick the tires • Provide value • Retain members over time • Develop your reputation
51.
What are the
legal and ethical codes that rule such program development and marketing?
52.
© 1994-2023 Telehealth.org, LLC All rights reserved. 52 Legal and Ethical Codes •
Federal Trade Commission • Tax code for online products is being discussed now • State Business Laws • Professionals ➔ Licensing Law • Ethical codes issued by professional associations • Some state professional codes mimic professional association ethical codes • California
53.
© 1994-2023 Telehealth.org, LLC All rights reserved. 53 Federal Trade Commission
(FTC) • What is an unfair ad? • When it is likely to cause substantial consumer injury (physical or economic) • It is not reasonably avoidable by consumers themselves • And it is not outweighed by benefits to consumers or competition
54.
© 1994-2023 Telehealth.org, LLC All rights reserved. 54 DotCom Disclosures: FTC
Business Education/Guidance • Place disclosures close to the triggering claim • When using hyperlinks to disclosures, make the link uniform and obvious, label the type of information it leads to, and monitor click- through rates for effectiveness • Disclose material purchase terms on order page, near order button, as well as in Terms & Conditions To make disclosures clear and conspicuous, online advertisers should:
55.
© 1994-2023 Telehealth.org, LLC All rights reserved. 55 Competent and Reliable
Scientific Evidence What It Isn’t • Methodologically sound tests, studies, and scientific research • Based on expertise of professionals in field • Objectively conducted by qualified people • Using procedures accepted as accurate • Yielding statistically significant results • Anecdotal evidence from consumers • Popular press articles • Sales materials from manufacturer • Low return rate • Money-back guarantee What It Is
56.
© 1994-2023 Telehealth.org, LLC All rights reserved. 56 FTC Substantiation Standard •
Weight Loss Claims - at least 2 controlled clinical studies on advertised product by separate, independent researchers
57.
© 1994-2023 Telehealth.org, LLC All rights reserved. 57 Revised FTC Endorsement Guides • Testimonials
still must represent what consumers ''typically” will achieve • BUT: if they don’t, “Results not typical” disclaimer no longer suffices, clear & conspicuous disclosure of “generally expected results” now required, unless advertiser can prove consumers don't think the results are typical. No FTC enforcement of this yet but cases can be expected
58.
© 1994-2023 Telehealth.org, LLC All rights reserved. 58 Revised FTC Endorsement Guides (cont.) •
Disclosure of material connections between advertisers and lay (non-expert) endorsers must be made. This now applies to bloggers endorsing products, who also can be held liable for making false claims, and to celebrities endorsing products in unconventional formats (i.e., talk shows) or social media where consumer may not think celebrity is being paid. Advertiser principally liable for failure to disclose.
59.
© 1994-2023 Telehealth.org, LLC All rights reserved. 59 Legal Issues Speak with an
attorney familiar with laws in your state for direction related to you and your business
60.
© 1994-2023 Telehealth.org, LLC All rights reserved. 60 Legal Issues • Other groups
may also be involved: • Copyright - Intellectual property • Taxation • Privacy (HIPAA, PIPEDA, etc.)
61.
What is a
virtual book tour and how can you get involved?
62.
© 1994-2023 Telehealth.org, LLC All rights reserved. 62 Virtual Book Tour
(VBT) • Virtual book tours can include book reviews, guest posts on blogs, interviews on podcasts or radio shows, sociaI network events, contests, book, giveaway, and more. These tours are sometimes called book blog tours or virtual author tours…
63.
© 1994-2023 Telehealth.org, LLC All rights reserved. 63
64.
© 1994-2023 Telehealth.org, LLC All rights reserved. 64
65.
How do you
easily create Kindle version of an eBook?
66.
© 1994-2023 Telehealth.org, LLC All rights reserved. 66 Kindle Book /
Audio Book
67.
© 1994-2023 Telehealth.org, LLC All rights reserved. 67 Kindle Book /
Audio Book
68.
© 1994-2023 Telehealth.org, LLC All rights reserved. Lesson #5: Homework Assignments 1.
Get started with 1 marketing project (Get something done) 2. Post it or a link to it in the private discussion area 3. Read / comment on other class participant’s postings!
69.
Stay connected! contact@telehealth.org 619-255-2788 Telehealth.org Marlene M.
Maheu, PhD