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How To Plug an eBook on Your Blog

Posted by on 16th Oct 2009 | 7 comments

free

Most bloggers have an agenda. Frequently that agenda is to use their blog to brand themselves within a given niche. If done right, just as frequently it does just that.

Which means you can leverage that brand to sell stuff.

It is a noble strategy, because for the most part blogging is about the delivery of value to the reader – free being the operative albeit implied word here – and one that can and very often does include the schlepping of an ebook.

A Benevolent Approach to Selling

The whole premise is the epitome of a business model that suggests we earn the business we do and the customer loyalty that hopefully ensues. If we give it away long enough, nobody will wince when you ask for a little in return.

Do it too soon, though – or worse, do it wrong – and you’ll slip right off the pedestal upon which you’re trying to set up shop.

There’s nothing inherently wrong with promoting your own book on your own site. As long as you position the pitch as a value-add.

Approach #1 – Going Straight At It

The most ineffective, and yet the most common, way to promote your ebook is to simply pitch it within the body of the blog. To announce it’s available and create a link, as if this alone will prompt people to dig out a credit card.

Not so much.

It’s always within the boundaries of decorum to run a little sidebar ad for your ebook. Nobody really sees those anyway, so no harm done.

But when you push your ebook within the blog itself, this is like trying to sell raffle tickets at a dinner party. They came for the drinks and the shrimp, not to give you money.

It can work, but the way you do it dictates how people feel about it.

If the blog is about why they should buy your book, rather than a gratuitous pitch, you’re getting closer to the sweet spot of what works.

Approach #2 – A Little Taste Before Buying

Here’s the best way to sell an ebook: give some of it away.

The more of the ebook you actually deliver in a blog, the higher the likelihood someone will buy it. An excerpt, a sample chapter, or a detailed summary – versus a promise – of what the reader will learn, trumps a bald-faced plea based only on the equity of your brand anyday.

Both approaches can work. But as someone with an agenda, it makes sense to stick to the fundamental rule of blogging even when you’re selling – the delivery of content is why they’re there.

And it’s also why they’ll buy.

Since its release, Larry Brooks has pitched his ebook – 101 Slightly Unpredictable Tips for Novelists and Screenwriters – four times by giving away verbatim chapters from the ebook itself. He says sales from this approach exceeded results from simply mentioning the ebook – he’s tested both – by a factor of 6 to 1.

He also wants you to know that’s not him in the picture.

Photo credit: Jemal


7 comments - Leave a reply
  • Posted by Tom - StandOutBlogge on 16th Oct 2009

    I have definitely seen both methods work. It really depends on how you market them. I have seen bloggers gain a couple of thousand subscribers just from having a subscribe to my newsletter banner across the top of the blog.

  • Posted by Blogger User on 16th Oct 2009

    good tips and many use that…

  • Posted by Source Blogger on 16th Oct 2009

    Good tips.

    If Source Blogger had a preference, it would be more to incorporate both elements into the same post.

    Sort of like taking alternating between elements of the eBook and your own analysis.

    Many eBook are all hype and little delivery. The opportunity to "test drive" some of the content is beneficial.

    Source Blogger
    http://www.source-blogger.com

    Your source for better Alexa Rank, Google PageRank, SEO, Making Money Online, and Affiliate Marketing.

    "If it's about blogging – it's here!"

  • Posted by RennyBA's Terel on 16th Oct 2009

    What a great tip – I will have to try it out!

    Talking about Blogging Tips in another subject:

    Btw: I've been working hard to find a way so that we could meet. Now It's official and I've planned hard for it: Oslo Blog Gathering 2010 – I do hope you can come and also encourage your other blog friends to participate!

  • Posted by cutecute on 18th Oct 2009

    hi this is great site and give lots of info on blogging. I love this page

  • Posted by Sharon Phillips on 30th Oct 2009

    Great blog! People love to try before they buy. That is why when buying a new car, we look it over, inside and out, take it for a test drive, ask our family what they think, then hand over the big bucks. Same goes for buying a house, a new computer, a new couch, and a new book! Will this benefit me? Will I still like it after I buy it? And ultimately, what's in it for me?

  • Posted by simsjohan on 18th Dec 2010

    Great blog! People love to try before they buy. That is why when buying a new car, we look it over, inside and out, take it for a test drive, ask our family what they think, then hand over the big bucks. Same goes for buying a house, a new computer, a new couch, and a new book! Will this benefit me? Will I still like it after I buy it? And ultimately, what's in it for me? Ebooks For A Diet