Effective e-Books step-by-step by Jonathan Kranz “Writing Copy for Dummies” at New England EXPO for Business

Effective e-Books step-by-step by Jonathan Kranz at  New England EXPO for Business
Sponsored by Boston Chapter of the American Marketing Association

Research what’s out there, and ID experts from within your own organization

Do an annotated outline: share with marketing team for feedback, way before you write a first draft

Intro, main body, conclusion
Intro: why this report, what’s here, what’s the context, what’s at stake

Avoid gray text, help skimmers, make easy to read

Body: break up visually with

• Headlines: explicitly say what about, start with active verb
• Body: Fill that idea
• Callout box & sidebars: Then & Now, Charts & graphs, quotes from customers, Old & new, real life examples

Each point gets its own page

Connect content to action

1. Summarize the value of the info
2. Move from abstract to specific: get them to apply those tools to own orgs
3. Encourage a next step. Now what? Invite them to a blog, offer a demo, webinar attend

Apply superior screening practices: Offer a quiz, if you haven’t answered 3 positively, go to the web, consult an expert

Remind value, make it personal, encourage next step

Flip the perspective: Make the quiz all “YOU” questions, make it personal!!

Don’t sell: the company, product, service, vision, mission
You’re setting yourself up as an expert; stick to value of the content, the value is the info!