Three reasons to publish an eBook

Ronn Torossian Reveals Three Reasons to Publish an eBook

by Ronn Torossian for
Ronn’s Official Website
07/11/13

Today, eBooks are all the rage among Internet “information” entrepreneurs. Where, a few short years ago videos, seminar programs and pay websites dominated the market, that percentage is shifting.

Initially, the ease of creation and distribution of eBooks created a thriving niche market via websites like ClickBank. Information entrepreneurs quickly built fortunes putting their knowledge into print. However, others floundered, creating eBooks that sold little, if any, copies.

Now, with the advent of Kindle Direct Publishing, Book Baby and other “easy” publishing services, those statistics have expanded exponentially. Both ways.
Ronn Torossian - publishing an ebook
The potential for income, even exceptional income, for new information entrepreneurs is substantial. So is the potential for failure. There are millions more people barking the benefits of their wares into the digital marketplace, and only a solid and well-constructed consumer PR campaign can make you be heard over the cacophony.

But, before you even consider the marketing campaign, you should consider if this new information marketplace is where you should be directing your energies. Potential income can be quantified, and before you add to the noise – even if you plan on publishing the cure for cancer – you need to answer these questions.

Here are 3 reasons you should consider publishing an eBook:

#1 – Do you have a following that would absorb the extra cost?

In nonfiction writing, platform is (almost) everything. Even if you have a scintillating idea, consumers won’t care if you don’t have enough presumed authority on the topic. Expert reviews and third person recognition are vital to consumer PR in the field of eBook publishing. These steps not only add credibility to your work, they also “borrow” platform from others who may have more. And there is a “B” side to this consideration. Namely, will your platform – either established or borrowed – absorb the cost of a new expenditure. In other words, will they buy something else? Your PR must always accurately (or compellingly) answer that question.

#2 – Do you have answers to questions people are already asking?

Ronn Torossian - how to write an ebook - answering peoples questions
Can you answer peoples’ questions?

This question is directly tied to the concept of platform as well. If you already have an actionable platform, ask yourself why? What is the real, tangible and actionable reason these people like your stuff. It may be that your medium will not translate well to eBook form. It may do very well. Answering that question is step 1. Step 2 is asking whether you have specific answers to specific questions your audience may be asking. “Specific” here is key. Books deal with very specific questions. Blogs and webinars may be broader, more general. But people read books for hyperspecific reasons. Know yours before you publish.

#3 – Do you have novel or new information that has a perceived value?

Do you have or can you create a specific amount of information that already has or can be positioned to have a specific value? It may seem that there are several variables in that question. That’s because there are…several variables that is. Here are four scenarios in which it may make sense for you to write and publish an eBook:

  • You already have information that has defined value. A how-to guide that turns something from a doorstop into a cool gadget, for example.
  • You have information with a value that can be defined. Tips that would increase cash flow or specific value, for example.
  • You can create information that will have an established value upon completion.
  • You can create information for which a value can be extrapolated from other similarly valuable information commodities.

The first of these, of course, is the best and easiest to monetize. However, the last of the four may offer the biggest payoff. Yes, it presents the largest risk, but may in turn offer the most potential for success.

No matter where your information marketplace product falls on this scale, your consumer PR campaign should be crafted to reflect the specific challenges of that approach and marketplace. Make sure you invest time and though into designing an appealing cover. Check out Humble Nations –  collection of stylish and affordable book covers available for sale.

,CEO of 5WPR for RonnTorossian.com


 

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.