An ebook is an important cog in your marketing machine. In your sales funnel, it works double duty as a lead magnet and as part of the process that consistently and effectively nudges your leads toward becoming clients.
In this series on Advanced Marketing, you’ll be in good hands with my marketing manager, Jean Ginzburg. You can learn so much about marketing and the business mindset from her blogs and interviews with other entrepreneurs. Connect with Jean on her website, Facebook, Instagram, and LinkedIn.
In the last two blog posts, we talked about sales funnels, how they work, and the tools you need to create them. In this post, we’ll be talking about one of the two great pieces of content you can use in your sales funnel to nudge your audience toward signing up with your firm: ebooks.
How to create an ebook
A sales funnel can begin with an ad on Facebook or Instagram. You might invite them to download an ebook so you can get their email and invite them to a webinar and nurture them toward signing up for a consultation or a course. That’s the process. So, you need an ebook.
Many lawyers might think they don’t have time to create an ebook, but it can be really simple!
- Choose a topic that matches the needs of your audience.
What are the frequently asked questions from your audiences? When you have consultations with your clients or prospects, what are the kinds of questions you typically get?
When you hold a Facebook Live, what questions do you get from the comments? On phone calls or videos, what do you end up discussing all the time? That’s content you already have, and you can make an ebook out of it!
Create an ebook that basically just answers all of those questions. Even if you haven’t done Facebook Live yet, you probably have a FAQ sheet, or maybe a packet at the office. Turn that into an ebook!
You can focus on one specific topic and create a good guide about it. Or you can combine several topics in one ebook as a more generalized guide for your prospects.
- Outline each chapter of your ebook.
You might be surprised how fast your chapter outline writes itself when you have a topic or several topics in mind!
Again, take the top five or ten frequently asked questions from your prospects and clients. Each question can become a chapter in your book.
Break down each chapter as you write it, to make your book easier to digest.
- Writing the ebook, option 1: Dictate.
As lawyers, you can already write, but if writing an ebook is not on your agenda, you can speak and record your thoughts instead and there’s a service like Rev.com which transcribes audio into text for $1 per minute. And that can make up your book chapters! It just needs a little cleanup and organization, which you can do yourself or delegate.
- Writing the ebook, option 2: Repurpose
In Ally’s case, she already has content and she just repurposes them into ebooks. She has Law Firm Business School and she has an ebook from this course.
As Ally says, if you already have other content, like a webinar, don’t feel like you have to do an ebook that’s completely distinct and 100% different from your webinar. You can make your ebook out of your webinar.
Some people prefer to watch/listen to your webinar, and some people prefer to read. This way, you have a type of content for each of the preferences of your audience.
- Design your ebook.
You have text, now you need visuals. Incorporate some formatting or boxes for your headings, as well as some important tips and quotes. Add images. Some information can be in graphic forms, like charts or simple quote boxes.
This breaks up your text into memorable pieces. When it’s all texts, your ebook looks like it’s hard to read, even when it’s actually easy to understand! So incorporating visuals is important to keep it more engaging.
And of course, you can’t have a proper ebook without a book cover. You will find a lot of resources online, images, templates, and tools you can use. You don’t have to be a graphic designer. You can easily create a book cover on Canva.
Again, if you’d rather not do it yourself, or if you want your personal brand on the cover, or perhaps you want it more unique and customized, you can hire a graphic designer on Fiverr or Upwork. It’s a quick job.
Publishing your ebook
On Google Docs or in MS Word, you can save your ebook text file as a .pdf and voila! You have an ebook.
- Make sure you add your images, including the book cover in the file before you save it in pdf format.
- You also want to have it proofread and edited. You want to look good in your ebook! Remember, this is to attract clients– so you want to show off your attention to detail.
- Create a dedicated landing page for your ebook. We’ve talked about landing pages previously in sales funnels and you can use platforms like Click Funnels and Optimize Press.
A dedicated landing page for your ebook contains nothing else, just your ebook! It just says what your ebook contains, why your audiences need it, and a call-to-action to, “Download my ebook!”
To download the ebook, your audience gives you their email, through which your sales funnel will send the download link and/or the file itself.
And then you can use that email to continue to nurture that prospect with more content, until they sign up for a consultation, or perhaps buy a course!
An ebook is essential for your marketing success, and it doesn’t have to be complicated or difficult. Depending on the length, you can publish an ebook in just one week!