eBooks have become an increasingly popular tool for businesses looking to generate demand and attract new customers. They offer an opportunity to provide value and build trust with potential customers through the sharing of information and knowledge. However, effectively using eBooks for demand generation requires a careful balancing act between promoting the book itself, highlighting the company behind it, and including a clear call-to-action (CTA).
When creating an eBook as a demand generation tool, the focus should primarily be on the book itself. This is the product you are offering, whether people are buying it with money or simply exchanging their time and information for it. The majority of the “micro-yeses” should be focused on the book. The micro-yeses for the company and the author behind it provide credibility for the book and establish “Yes, I believe” and “Yes, I want this from you.”
The CTA, of course, is the final micro-yes. It is important to be clear about what customers have to trade in order to get the book and to emphasize how the perceived value is greater than the perceived cost. The language used in the CTA, such as “get” rather than “enroll,” can also impact the perceived value.
There is no one set formula for balancing the various elements on the eBook landing page. However, it is generally recommended to allocate about 80% of the page to promoting the book, 15% to the author and company, and 5% to the CTA. This is just a rough estimate and may vary depending on the specific circumstances.
When it comes to selling books, authors often offer information and value to people who may never actually buy or read the book. The key to generating demand through eBooks is to “sell by serving.” This means that the focus should be on how to provide value to potential customers, rather than simply trying to sell them on the book.
In this sense, the eBook landing page doesn’t necessarily have to be a traditional landing page. For example, an article or interview could be used to promote the book and build interest in it. This approach could be tested against a traditional selling landing page to see what resonates best with your target audience.
One important factor to consider when promoting eBooks is the credibility of the author and the company behind it. A powerful brand, such as The Wharton School, can provide instant credibility, making it easier to generate demand. However, it is important to strike a balance between promoting the book and the company and author behind it.
The principles of value proposition (VP) for eBooks are the same as for any other lead generation offer, such as infographics. The goal is to get potential customers to perceive more value than cost in order to say “yes.” However, the extent of work required on each side of the equation may vary depending on the specific offer.
It is important to understand how your target audience views the eBook as a cost or value proposition. The best way to determine this is through testing. For example, if you are offering an eBook on automating work processes to save time, a 109-page book may be seen as more of a cost than a value. In this case, quick checklists may be a better demand generation tool. On the other hand, if you are offering an eBook on how to find the right person to hire, the depth of information in a 109-page book may be seen as more valuable.
In order to optimize thought sequences and generate demand, it is important to enter into a conversation with potential customers and guide them towards a value exchange. The funnel is a tool to facilitate this conversation and make the value exchange as seamless as possible. As Flint McGlaughlin, CEO of MECLABS Institute, says, “If you’re trying to persuade someone to take a specific action, it’s important to understand their thought sequence and meet them where they are in that process.”
In conclusion, eBooks can be a powerful tool for businesses looking to generate demand and attract new customers. However, it’s important to balance promoting the book, highlighting the company behind it, and including a clear call-to-action in order to effectively use eBooks for demand generation. Understanding your target audience’s perception of the eBook as a cost or value proposition, as well as entering into a conversation with potential customers, are key to optimizing the thought sequence and making the value exchange as seamless as possible. By following these principles and taking a “sell by serving” approach, businesses can use eBooks to build trust, establish credibility, and ultimately drive conversions.