An E-book Success Story by Gihan Perera
When one of my clients, Max Hitchins, released his latest
e-book "365 Marketing Ideas For The Hospitality, Tourism &
Travel Industries", he sold in excess of $4,000 worth
of e-books within 24 hours.
So would you like to know how he did it?
Yes, I thought so!
I'll explain Max's success process in a minute.
But first, I'd like you to play along with me and do this
little puzzle ...
Suppose you and I are each going to open a new restaurant
in the same street. We're going to be competitors,
and we are desperate to outdo one another.
The night before opening night, the Hospitality Genie
appears to you and offers to grant you one wish.
But this is a very special wish. The Genie says, "I know
that you and Gihan are both going to open your restaurant
tomorrow night. I'm going to give you ONE ADVANTAGE
that Gihan isn't going to have in his restaurant.
You can choose what that is. But choose quickly,
because I'm going to visit him in five minutes to make
him the same offer."
Hmmm ... What will you choose? Would you like the best
chef in town? The spectacular ocean views from
every window? A glowing report from a world-famous
food critic? Nationwide exposure on a reality TV show?
OK, did you make a choice? Well, here's what I choose
for MY restaurant: A crowd of hungry people.
Simple, huh? Everything else - and I mean EVERYTHING -
is secondary. I'm willing to bet you that if you chose
something else, my restaurant would do better than yours.
The most important criterion for success is a crowd
of qualified customers who are eager to buy from you.
OK, let's get back to Max's e-book ...
Some years ago, Max had a printed book with the
same title. When the print run ended, he decided to
re-write it in e-book format. But he didn't just wake up
and make that decision some day, just because he had run
out of print copies.
No, he had a much better idea.
You see, when he asked people to subscribe to his
weekly e-zine he also offered them the chance to enter
a monthly competition, and he asked them which of his
products they would like to win as a prize.
What we discovered over a period of months was that almost
everybody was asking for the "365 Marketing Ideas" book.
At first he thought it was just because it was the first
one in the list, so we moved it around ... and the results
were the same.
Talk about a crowd of hungry people!
That's why Max put so much time into producing the e-book,
and gave that priority over all his other products.
And sure enough, the proof of the pudding was when
he finally released it for sale last week, and sales shot
through the roof.
How can you apply this same principle in YOUR business?
Easy. All you have to do is to ask your customers what
they want. And give them an incentive for replying,
like an entry in a competition, or a free e-book,
or a gift voucher, or whatever works for you.
It's the best form of market research you can do.
About the Author
Gihan Perera is the author of "Write Profitable E-Books". Visit http://GihanPerera.com and get your free
e-book "The Seven Fatal Mistakes That Almost Every Business
Owner Makes on Their Web Site" - PLUS free resale rights.
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