eBooks: How to write them, and how to use them

Lilach Bullock on Lead generation,


Why write an eBook?

An eBook makes a great lead magnet. Leads are more likely to give you their contact details if they feel they’re receiving something valuable in return, and an eBook feels like a substantial free gift.

Don’t allow the scale of the task put you off. Creating an eBook needn’t be as time-consuming as you might think. You don’t need to draft thousands of words of text from scratch. An eBook can be a great way of recycling old content – you’d be surprised how many eBooks are just compilations of old blogposts.

Before you begin

As with everything in marketing, it pays to plan – ensure that you know what you’re writing and why.



Ask yourself: Who are you writing for? What do they want to know about the topic? Most importantly: Can you be confident that your eBook will attract readers?



In this guide, we’ll assume that you’re planning on writing an eBook from scratch. Even if you’re planning on condensing existing material into an eBook, you’ll need to set aside a good chunk of time to get everything together.

Ebook for lead generation

The minimum length for an eBook is around 20-25 pages – anything shorter will feel more like a pamphlet, and is unlikely to attract leads. Remember: You’re aiming to produce something that feels like a substantial free gift.




Choose your topic wisely

Let’s start with something obvious – be sure to choose a topic you know well. The subject should be something you can write about at length. As we’ve seen, 20-25 pages is the minimum size for an eBook. Writing 25 pages on something you don’t know (or care) about is a tall order, and not much fun.



Unless you’re hoping to tap a new market, your eBook should be consistent with your online brand identity. If you’re stuck for a subject, ask yourself – what questions do your customers ask you? Is there a trending topic you can write about?



Research other eBooks in the field – how do your competitors approach the subject of your eBook? Can you find an original angle?



Research your market thoroughly, and make sure your eBook addresses issues of concern to those who work in it.

If you’re condensing material from your site into an eBook, you may need to redraft sections to fit your angle. It’s a good idea to write an introduction and a conclusion – if you don’t have the time to rewrite individual chapters to fit your angle, use your final chapter to tie everything together.

Writing your eBook: Content



Most eBooks are read on handheld devices and laptops – keep copy short and to the point. Every chapter should relate to the main subject.



Illustrate the points you make with examples from your business. Stories like this serve a double-purpose; they prove that you’re not just talk – you can solve problems in real life; and they make you relatable. People like to do business with people they know, and readers will feel that they know you if they’ve read about you.

Aside from the content proper, you need to write an introduction, a contents page and an author profile. Your profile is a great chance to sell your expertise; write a brief autobiography complete with contact details and links to your website.

Choosing a title

Don’t underestimate the importance of an enticing title. Don’t try to be too clever – your title should be catchy, and the subject matter should be obvious straight away. If further explanation is needed, write a subtitle. Potential readers should know what your eBook is about just by reading the title.
We recommend checking that the title has an available domain name (then registering the domain, of course).

Design and graphics

Ebook for lead generation

We know not to judge books by their covers. But we do.



No matter how interesting your content, if your eBook looks ugly, no one’s going to want to read it. It pays to hire a professional to design your cover. Ask your designer to create a marketing banner and some graphics as well.



Make sure all images are proportioned correctly. Poor quality images – whether photographs or illustrations – will discourage potential leads. When in doubt, leave an image out – or at least ask a designer to give it a facelift.

Promoting your eBook

Don’t think that the hard work’s over once your books is published. Prepare to spend a lot of time marketing your eBook after you’re done writing it.



Create an SEO optimised landing page, and sell/market the book from here (you can also sell your book via Amazon or online publishing platform). Once everything’s set up, start marketing.

Start with the obvious – email excerpts from your eBook to your database, create a landing page, and post links (along with sneak previews) on your social media channels. You could turn whole chapters into blogposts. Aim to create a buzz – it’s vital that you start generating awareness before publication. Perhaps offer a discount to social media followers, or forward subscribers a free copy in return for a review. You could even hold a book launch, and invite industry press.



If you fancy taking a more creative approach, you could record yourself (or a voice artist) reading excerpts, and post the video to your Facebook account. Or you could record the whole thing and release it as a podcast.

Use your eBook to reinforce your brand, and direct readers to your website

Ebook for lead generation

Like any great marketing tool, eBooks are only effective when used alongside other great content. An eBook published as part of a marketing campaign should accomplish two things: 1) convince readers that you know your stuff, and 2) point leads in the direction of your website.



EBooks are effective because they don’t feel like marketing. An eBook is a great way to demonstrate that you know what you’re talking about – but be careful not to make your marketing message too subtle.



Not only should each chapter flaunt your knowledge, but each section should feature a call to action and direct users to your site. Don’t be afraid to be explicit – if your eBook does a good job in showcasing your know-how, the reader won’t resent being asked to visit your website, (or even sign up to your newsletter).

Use viral techniques to get the book shared. Encourage readers to review your book, or pass it to their friends and contacts by offering free gifts.

Don’t be afraid to repurpose your eBook.

Repurposing sections from your eBook is a great way to produce content on the cheap – maximising your ROI.

With a few tweaks, chapters can become blogposts, Facebook updates, promotional emails, podcasts… The possibilities are endless. Your eBook becomes a store of great social media content, helping you generate leads and produce conversions without minimal effort.

Why write an eBook?

An eBook makes a great lead magnet. Leads are more likely to give you their contact details if they feel they’re receiving something valuable in return, and an eBook feels like a substantial free gift.

Don’t allow the scale of the task put you off. Creating an eBook needn’t be as time-consuming as you might think. You don’t need to draft thousands of words of text from scratch. An eBook can be a great way of recycling old content – you’d be surprised how many eBooks are just compilations of old blogposts.

Before you begin

As with everything in marketing, it pays to plan – ensure that you know what you’re writing and why.



Ask yourself: Who are you writing for? What do they want to know about the topic? Most importantly: Can you be confident that your eBook will attract readers?



In this guide, we’ll assume that you’re planning on writing an eBook from scratch. Even if you’re planning on condensing existing material into an eBook, you’ll need to set aside a good chunk of time to get everything together.

Ebook for lead generation

The minimum length for an eBook is around 20-25 pages – anything shorter will feel more like a pamphlet, and is unlikely to attract leads. Remember: You’re aiming to produce something that feels like a substantial free gift.




Choose your topic wisely

Let’s start with something obvious – be sure to choose a topic you know well. The subject should be something you can write about at length. As we’ve seen, 20-25 pages is the minimum size for an eBook. Writing 25 pages on something you don’t know (or care) about is a tall order, and not much fun.



Unless you’re hoping to tap a new market, your eBook should be consistent with your online brand identity. If you’re stuck for a subject, ask yourself – what questions do your customers ask you? Is there a trending topic you can write about?



Research other eBooks in the field – how do your competitors approach the subject of your eBook? Can you find an original angle?



Research your market thoroughly, and make sure your eBook addresses issues of concern to those who work in it.

If you’re condensing material from your site into an eBook, you may need to redraft sections to fit your angle. It’s a good idea to write an introduction and a conclusion – if you don’t have the time to rewrite individual chapters to fit your angle, use your final chapter to tie everything together.

Writing your eBook: Content



Most eBooks are read on handheld devices and laptops – keep copy short and to the point. Every chapter should relate to the main subject.



Illustrate the points you make with examples from your business. Stories like this serve a double-purpose; they prove that you’re not just talk – you can solve problems in real life; and they make you relatable. People like to do business with people they know, and readers will feel that they know you if they’ve read about you.

Aside from the content proper, you need to write an introduction, a contents page and an author profile. Your profile is a great chance to sell your expertise; write a brief autobiography complete with contact details and links to your website.

Choosing a title

Don’t underestimate the importance of an enticing title. Don’t try to be too clever – your title should be catchy, and the subject matter should be obvious straight away. If further explanation is needed, write a subtitle. Potential readers should know what your eBook is about just by reading the title.
We recommend checking that the title has an available domain name (then registering the domain, of course).

Design and graphics

Ebook for lead generation

We know not to judge books by their covers. But we do.



No matter how interesting your content, if your eBook looks ugly, no one’s going to want to read it. It pays to hire a professional to design your cover. Ask your designer to create a marketing banner and some graphics as well.



Make sure all images are proportioned correctly. Poor quality images – whether photographs or illustrations – will discourage potential leads. When in doubt, leave an image out – or at least ask a designer to give it a facelift.

Promoting your eBook

Don’t think that the hard work’s over once your books is published. Prepare to spend a lot of time marketing your eBook after you’re done writing it.



Create an SEO optimised landing page, and sell/market the book from here (you can also sell your book via Amazon or online publishing platform). Once everything’s set up, start marketing.

Start with the obvious – email excerpts from your eBook to your database, create a landing page, and post links (along with sneak previews) on your social media channels. You could turn whole chapters into blogposts. Aim to create a buzz – it’s vital that you start generating awareness before publication. Perhaps offer a discount to social media followers, or forward subscribers a free copy in return for a review. You could even hold a book launch, and invite industry press.



If you fancy taking a more creative approach, you could record yourself (or a voice artist) reading excerpts, and post the video to your Facebook account. Or you could record the whole thing and release it as a podcast.

Use your eBook to reinforce your brand, and direct readers to your website

Ebook for lead generation

Like any great marketing tool, eBooks are only effective when used alongside other great content. An eBook published as part of a marketing campaign should accomplish two things: 1) convince readers that you know your stuff, and 2) point leads in the direction of your website.



EBooks are effective because they don’t feel like marketing. An eBook is a great way to demonstrate that you know what you’re talking about – but be careful not to make your marketing message too subtle.



Not only should each chapter flaunt your knowledge, but each section should feature a call to action and direct users to your site. Don’t be afraid to be explicit – if your eBook does a good job in showcasing your know-how, the reader won’t resent being asked to visit your website, (or even sign up to your newsletter).

Use viral techniques to get the book shared. Encourage readers to review your book, or pass it to their friends and contacts by offering free gifts.

Don’t be afraid to repurpose your eBook.

Repurposing sections from your eBook is a great way to produce content on the cheap – maximising your ROI.

With a few tweaks, chapters can become blogposts, Facebook updates, promotional emails, podcasts… The possibilities are endless. Your eBook becomes a store of great social media content, helping you generate leads and produce conversions without minimal effort.

Share this post




Lead Generation Resources


30 Lead Generation Strategies to Help Grow Your Business

Lead generation is important for your business because the traditional buying process has dramatically changed and therefore, requires your business to stimulate interest in your products or services across the customer pipeline.

Lead Generation Statistics

Nurtured leads produce a 20% increase in sales opportunities and businesses who nurture leads make 50% more sales at a cost 33% less than non-nurtured prospects. Find out more about how businesses are generating leads, what's working and what's not.


Lilach Bullock
Professional Speaker, Lead Conversion Expert, Social Media Specialist & Occasional Diva. Proud mum
UK https://www.lilachbullock.com/