802b_Lesson 5_Developing eBooks Audio Books_Kindles and More for Maximum Profit.pptx

Telehealth.org's slide deck for marketing telehealth course. Updated June 2023

1. Developing eBooks, Audio Books, Kindles and More for Maximum Profit © 1994-2023 Telehealth.org, LLC All rights reserved. Marlene M. Maheu , PhD Founder & CEO LESSON # 5

2. 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. 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. 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. 6 eBook Strategy #1 Write Your Own eBook

7. 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. 8 Start with your favorite topic Weight loss / Eating Disorders Positive Facts Mind Games Nutrition Exercise Strength Training Cardio Stories eBook Approaches

9. 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. 10 eBook Strategy #2 Transcribe a Webinar

11. 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. 12 eBook Strategy #3 Expert Interview

13. 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. 14 https://telehealth.org/telehealth-training-course-catalog/?orderby=price

15. 15 eBook Strategy #4 Hire Help

16. 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)

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18. 18 Keep it Simple

19. 19 Use Powerful Images

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21. 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. 22 eBook Strategy #5 Look for Contributors

23. 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. SelfhelpMagazine (SHM) Cyber-Infidelity Survey in 1998 24

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27. 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. 29 Start with Something You Have Done (Retain Your Copyrights?)

30. 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. 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. 32 Conduct Keyword Searches Regularly Many sites can help - Google Adwords is a good place to start

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35. 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. B ook 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. 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. 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. 40 Power of Titles, Images, Keywords & Colors

41. 41 Which would you buy?

42. 42 What’s the Difference?

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44. How do you include self-promotional material without looking unprofessional on your website?

45. 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. 46 Press Release

47. 47 Give Away Something of Value

48. What is a reasonable price-point for an eBook?

49. 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. 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. 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. 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. 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. 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. 56 FTC Substantiation Standard Weight Loss Claims - at least 2 controlled clinical studies on advertised product by separate, independent researchers

57. 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. 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. 59 Legal Issues Speak with an attorney familiar with laws in your state for direction related to you and your business

60. 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. 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…

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65. How do you easily create Kindle version of an eBook?

66. 66 Kindle Book / Audio Book

67. 67 Kindle Book / Audio Book

68. Lesson #5: Homework Assignments Get started with 1 marketing project (Get something done) Post it or a link to it in the private discussion area Read / comment on other class participant’s postings!

69. Stay connected! [email protected] 619-255-2788 Telehealth.org Marlene M. Maheu , PhD