The definitive guide to selling e-books, from creation to marketing

The popularity of e-books continues to rise — it’s predicted that the number of readers in the e-book market will reach 1.1 billion by 2027. So aspiring authors and content creators have an incredible opportunity to share their knowledge and stories with a global audience by selling e-books online in the digital product market.

Whether you're a seasoned writer or a beginner looking to dip your toe into the waters of self-publishing, this comprehensive guide will walk you through the entire process of creating, selling, and marketing an e-book, so you can share your knowledge, creativity, and experiences with the world.

Define your niche and audience

Before you dive into writing your e-book, defining your niche and target audience is crucial. Your niche is simply the industry, field, or realm where your e-book will have appeal — focus on areas that align with your own passions and expertise. Make sure that there’s a demand for content in your niche, and think about how you can offer unique perspectives or solutions. Maybe a lifetime of travel means you’re the perfect person to write tourist guides to your favorite cities, maybe you have unusual family recipes to share with the world in a cookbook, or maybe you want to give readers the wise advice you wish you’d had before heading to college. Readers can tell when you’re passionate about a topic, so choose something you love to write about!

Understanding the people you're writing for will help you tailor your content to meet their needs and preferences. Conduct market research to identify popular genres and topics within your niche, and do the necessary homework to make sure that you’re prepared to create quality content. Maybe you want to create e-textbooks for online courses, or maybe you want to write poetry — there are many ways to make money selling e-books!

Set clear and attainable goals

Establish clear goals for your e-book project. Are you looking to generate passive income, establish yourself as an expert, or share a compelling story? Clearly defined objectives will guide your decisions throughout the entire process.

The kind and volume of book(s) you create will depend on these goals — which can definitely evolve. Our suggestion is to start with one or two achievable  goals — for example, to create a cookbook and earn $100 in  sales in a month. Then set your next goals, and your next — just don’t worry too much if it takes longer than expected, and be realistic about the time you can dedicate to reaching your goals.

Familiarize yourself with the e-book market

Research successful e-books in your niche to understand what works and what doesn't. Analyze the competition, identify trends, and determine pricing strategies that align with your goals. Maybe you already know and admire a few creators who are selling products similar to the ones you want to launch. Ask yourself what you like about their products, and why — that will give you great insight into what makes a product successful.

You can do research on Instagram, TikTok, and many other selling platforms, using hashtags and keywords.

Use the right tools

Because an e-book is a digital product, all you need to create it is a computer, an internet connection, and some determination.

Writing tools

Choose a writing tool that suits your preferences and workflow. Popular options include Microsoft Word, Google Docs, Scrivener, and Ulysses. These tools offer features like collaboration, cloud storage, and export options.

Figure out a basic organization system so you can keep track of drafts and and other iterations of your work — you may want to come back each year to create updated editions! Having all your work organized and stored in one place is a good way to save time and effort in the long run. You can also store e-book templates or designs for future use, just in case.

Formatting tools

Once your manuscript is ready, formatting is crucial for a professional-looking e-book. It’s a good idea to consider using a tool like Vellum, Calibre, or Reedsy to ensure that your e-book looks polished across various devices.

Cover design tools

An eye-catching cover is essential for attracting potential readers. Utilize tools such as Canva, Adobe Spark, or Book Brush to design an appealing and genre-appropriate cover.

A stunning ebook design can catch eyes and lead to conversions from curious leads — we all know what it is to see a beautiful print book cover in a bookstore and stop to touch it. The same thing can happen with e-books — you just click instead of touch! Think about what would catch your eye, and create that.

Develop an e-book outline

Create a detailed outline before diving into the writing process. This roadmap will help you maintain focus, organize your thoughts, and ensure a logical flow in your e-book.

You can always revise your outline as you go, but having a rough guide while creating will help you manage your project and track progress toward your goals. Keeping this outline accessible while you work can help you focus on your reasons for creating your ebook and motivate you! (Hint: some SendOwl Sellers use PRL (private label rights) e-book templates to accelerate their journey.)

Craft engaging writing 

The kind of writing you do will depend on your niche, but in terms of most non-fiction content, writing in an approachable, conversational tone and avoiding wordiness, academic-sounding language, and inscrutable jargon can increase readability. We recommend incorporating storytelling elements, real-life examples, and practical advice to keep readers engaged from start to finish.

How to build your e-book

Edit and format

Take time to edit your e-book thoroughly. Consider seeking feedback from beta readers — this could be anyone from your closest friend to an engaged follower on Instagram.

One good way to determine whether your work is engaging is to talk through it with someone who knows very little about your niche or topic. If they end up wanting to read your book and learn more after your conversation, then you have a good story on your hands!

Formatting is also crucial to readability — ugly pages and small type sizes can greatly detract from readability. The formatting tools mentioned earlier can help to ensure that your e-book is visually appealing and compatible with different devices. Pay attention to font styles, spacing, and images. If looking at your pages for long periods gives you a headache, it will do the same to others!

Add front and back matter

Include a captivating introduction, a well-crafted author bio, and a call-to-action in your eBook's front matter. In the back matter, provide links to your website and your social media handles, and encourage readers to leave a good review where they can. These calls to action will help you gain visibility and introduce your work to new readers!

Even if you’re not interested in sharing information about yourself in an author bio, you can share a short synopsis of the book — convince potential readers  that your work is worth the time and effort they will put into consuming it.

How to sell and market your e-book

Sell direct to customers — own the entire publishing process

You might be thinking about publishing and selling your e-book on Amazon or another popular site, but we highly encourage selling self-published e-books directly to your customers for several reasons.

The first advantage is faster payments. By selling e-books directly to your audience on your website, you can employ diverse marketing strategies to swiftly generate revenue. Unlike platforms like Amazon, where you lack ownership of customer email lists, your website allows you to access data through tools like SendOwl, offer various file formats, and facilitate rapid distribution and sales.

Furthermore, opting for an e-commerce platform or personal online store gives you full control over your marketing efforts. Hosting your book independently allows you to tailor your marketing plan and your product pages to your preferences. For instance, you can entice readers with a free e-book as a bonus, or strategically use a free e-book as a lead magnet and build an email list for enhanced promotion of an e-book series or other digital products you’re selling.

In addition, selling directly on your own site lets you respond more quickly to market demands. You have the flexibility to experiment and make adjustments promptly. Whether it's refining your e-book cover design or testing different paid advertising approaches to maximize sales, the autonomy provided by hosting your digital product on your website reduces associated costs and allows you to stay nimble with your marketing efforts. . With direct selling, you maintain control over your marketing strategies, income streams, transaction fees, and sales volume, without the complexities of algorithms or competition with other sellers.

(Hint: Using a tool like SendOwl allows you to support various file types and e-book file formats, including Amazon Kindle. Hoot!)

Build an author platform

Establish a strong online presence through a professional website or online store and by being active on social media platforms. A well crafted product landing page will lead to numerous conversions before they learn anything about your eBook. Before you launch your e-book, release snippets or reviews from beta readers to get potential customers excited — you might do this via  blog posts. You can also create a pre-order list to help build excitement.

Reach out to influencers or bloggers in your niche for potential collaborations. Offer them a free copy of your e-book in exchange for an honest review, or consider a discount code that they can offer their audience when they purchase your book.

You could even offer a few free items — such as shorter e-books or other digital products — to people, to give them a taste of your writing and expertise. They will be more likely to pay for an e-book if they trust in the content they’ll be receiving.

Leverage email lists and promotions for early buyers 

A lot of SendOwl sellers use email marketing as a way to connect with and generate leads. Create an email list to connect with potential readers and keep them informed about your e-book launch, promotions, and future projects. You can also provide early purchasers with small gifts as a reward for their eagerness — perhaps a personal note from you or an original graphic design!

You know your niche best — what incentives and interests people? Include these things in your marketing approach to generate leads and spark interest.

Tips for getting your e-book noticed

Harness the power of keywords

Optimize your e-book title, subtitle, and description with relevant keywords to improve its visibility on search engines and e-book platforms. When people search for content in your niche, you want to be one of the resources that come up on search results pages!

Leverage social proof with reviews

Encourage readers to leave reviews and testimonials. Positive feedback is a great way to significantly influence potential buyers and build trust in your work, and a good review from the right person can have untold value.

Engage with your audience

This goes hand in hand with building your author presence. Respond promptly to comments, messages, and reviews. Building a connection with your audience can foster loyalty and turn readers into long-term fans.

Participate in online communities

Join forums, groups, or communities related to your niche. Contribute valuable insights, share your e-book (or other products) when appropriate, and establish yourself as a trusted authority in your field.

Post on social media

Be creative, research and use hashtags, and create eye-catching videos and other social content that your target audience will find engaging. Co-market with others targeting a similar audience, while building relationships with your followers. (We have a two guides on how to sell on TikTok and Instagram; check them out for more tips.)

Now you’re ready to become an e-book author

Selling e-books is a multifaceted approach, from crafting compelling content to effectively marketing it. By following this comprehensive guide, you'll be well-equipped to create successful e-books, maximize your sales potential, and build a successful author brand. Remember, as with any online business, the journey doesn't end with the launch; ongoing engagement and strategic marketing efforts will contribute to the long-term success of your e-book.

Creating and selling an e-book can seem like a daunting task — partly due to several misconceptions about selling epbooks — but it can be done! And you can start to sell e-books online with SendOwl today, for free!

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