Experts know so much about their area of expertise that they tend to blast readers with a fire hose of information. Not only that, but they are in love with their own point of view. I say this with appreciation and understanding, really.
If you’re a professional who’s been helping clients for decades, you know a lot and you know what works. Of course you love what you do and the way that you do it. And of course you want to share it with the world.
But here’s the thing about successfully writing an expert ebook that resonates with readers: they will download and read your ebook if it will help them understand and fix one of their problems. They don’t care so much about your products and services or point of view, as long as you and your ebook will give them the results they want.
You, however, as an expert who is steeped in theory and knowledge about what works, will want to actively promote and even sell your services as the one true answer (or at least a really special and effective one).
And this is where you exercise restraint. Nobody wants to read a marketing brochure; why would they want to buy or download an ebook that is all about you, your programs, or your expertise?
There’s a tightrope here that must be navigated if you want to create a successful expert ebook. Solve a problem, give readers something they can really use, and still let them know you can help if/when needed.
There’s no shortage of excellent ideas for ebook content. But there are two truly bad ideas you should definitely avoid. An ebook is NOT:
- A thinly-veiled product brochure
- A place to overtly promote your brand, products or services
In fact, your products or services should not be featured at all. (Though they can be mentioned in passing.) Any copy that remotely smells like self-promotion undermines the purpose of your project: to establish credibility and develop trust that encourages prospects to seek out your company.