Author your eBook

Pick a topic that you know inside out and that will help people solve a problem or otherwise enhance their lives. Write in a conversational tone, and wherever possible, back up your points with examples.

I recommend: Check out copyeditor Cathy Kessler’s Top Ten Writing Tips. Or, work with a professional writer who can produce a manuscript that is authoritative and readable, and who also understands marketing communications (this is a marketing piece, after all). Contact professional writers’ associations, such as the American Society of Journalists & Authors or MediaBistro.com. For instance, you can search for “freelance writer” among the membership of the Public Relations Society of America.

Determine the format

The three most common eBook formats are PDF, Microsoft Reader and EXE. A PDF is accessible to both Windows and Mac users; Microsoft Reader and EXE are readable only by Windows users. If you plan to let other companies put their own brand on your book, go with the EXE format, or a PDF program that allows the file to be customized.

I recommend: Adobe Acrobat is considered to be the gold standard for producing PDFs. You can find lower-priced PDF software on Planet PDF. ViralPDF is designed specifically for rebrandable PDF ebooks. Microsoft Reader is available from Microsoft. If you’re opting for EXE, you’ll need eBook compliant software such as eBook Maestro, Fast EBook, or DeskTopAuthor.

Design your eBook

If you’re going to layout the book’s pages yourself, use an eBook template. People do a judge book by its cover, so make sure that your cover design is inviting and suits your subject matter.

I recommend: eBookGraphics.com sells templates for use with Microsoft Word text that you plan to convert to a PDF. Software from OverDrive can help you design eBooks that are produced with Microsoft Reader. Many EXE compilers, including eBook Maestro, include a selection of templates for EXE books. eBook Template Source has free templates for both PDF and EXE formats. If you prefer to hand the work over to a professional designer, search FreelanceDesigners.com to find a professional graphic designer who has eBook experience. EbookCoverCentral.com and ebookgraphics.com offer affordable eBook page and cover design services.

Offer your eBook on discs

Expand your distribution possibilities by transferring your eBook to DVD and CD discs. There are two processes to choose from. If you are producing up to 500 copies, duplication is the cheaper method. For larger quantities, go with replication, which “clones” your original disc.

I recommend: Disc Makers and ProAction Media can mass-produce your eBook on DVDs and CDs, complete with packaging.

Get the word out

Start a direct email campaign to announce your new eBook. Briefly describe your book’s highlights and include an endorsement or two by a respected expert or industry leader. Make the book easy to find on your Web site. Consider including a special offer, such as free overnight shipping for the first 20 customers who request the book on a disc.

I recommend: There are many companies that can help you manage an e-mail marketing campaign. These include Constant Contact and SubscriberMail. If you plan a large-scale hard copy mailing, check with The Mailing and Fulfillment Service Association to find a fulfillment service to take over that burden.

Protect your work

Discourage others from reproducing you eBook without your permission

I recommend: Register your book with the United States Copyright Office.