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7 Common eBook Creation and Marketing Mistakes

Are you considering publishing an eBook?

If so, you’re in good company.

Today, eBooks are more valuable and accessible than they’ve ever been before, and brands around the world are creating them.

If you want your eBook to perform as well as possible, though, you need to avoid many of the common eBook creation and marketing mistakes so many people make.

Here’s your complete guide.

7 eBook Creation and Marketing Mistakes Never to Make

Whether you’re a first-time eBook publisher or an experienced marketer looking for ways to up your eBook game, avoiding these seven mistakes is crucial.

1. Not Understanding Your Target Audience

As is true with all kinds of writing, you need to understand your target audience. An eBook is a kind of long-form content, and it’s essential to make sure you’re speaking to the right audience throughout it.

Before you start writing an eBook, take some time to conduct audience research. Find out who you’re writing to, what they’re passionate about, and how you can best answer their questions. The more time you devote to this upfront, the more profitable your eBook will be when you go to market it.

2. Not Editing Enough

Once you’ve written your eBook, you’ll need to go back through and edit it. While many people cut corners during the editing process, thinking it will save them time, money, or effort, the editing process is not the place to make compromises.

If you’re not confident in your own editing abilities, consider hiring a professional editor to help you. Think of it this way: you can either invest in an editor now, or lose customers later to an eBook that’s riddled with errors and mistakes.

3. Plugging in Bad Images

The best eBooks feature beautiful images. Unfortunately, too many people make mistakes when choosing the images for their eBook document. From plugging in low-quality, low-resolution images to pulling pictures directly from online search results, there are dozens of ways to go wrong with images.

Instead, invest in creating high-quality images for your eBook. When you put invest ample time and energy in your images now, you’ll be rewarded with a useful, relevant eBook that will hold its value for years or months to come.

4. Using Inconsistent Branding

At the end of the day, an eBook is a branded document, and it will be more useful if you brand it consistently. Instead of limping by with your eBook design on your own, consider hiring a professional designer to ensure your eBook is authoritative, consistent, and informative throughout.

A well-branded eBook reflects well on your brand and helps establish you as a go-to source of information, while an inconsistently branded book will only harm your reputation and under-perform once it’s released.

5. Choosing the Wrong Distribution Platform(s)

Once you’ve created your eBook, you’ll need to market it. Unfortunately, choosing the wrong distribution platform can put a big damper on the success of this effort. While you could sell the eBook on your own website, you should also consider distributing it on your social media platforms, including FaceBook, Instagram, and Twitter.

As always, take the time and energy to determine which of your distribution platforms will be most lucrative for your brand. After you launch the book, don’t be afraid to adjust your distribution strategy according to which platforms are performing, or not.

6. Not Sticking to a Marketing Plan

Marketing an eBook requires a carefully constructed plan. Throw it to the wind, and you’ll watch your success fade as a result. If you’re like most marketers, you didn’t write an eBook just because you were lacking something to do. No! Instead, you wanted it to create a result, regardless of whether that result was more customers or more sales.

If you want to achieve that result, you need to develop a marketing plan and stick to it.

To get started, define your book’s primary objectives and use that to develop a comprehensive marketing plan. Consider developing a landing page, collecting experts (or introductions) from experts in your field, publicizing the book via guest blogs, or simply sharing it on your own social profiles.

While it’s true that eBook marketing plans will vary from company to company, it’s essential to find one that works for you and maintain it throughout.

7. Pricing Your Book too High (or too low)

Once all your hard work is finished, it’s time to sell your book. Be careful when you price it, though. If you price the book too low, you’ll sell yourself short on its value and on the money you could make from it. If you price the book too high, though, you’ll price certain customers out, and make it more difficult for word about your book to spread.

Do some competitor research before you price your book. Check out similar books in the industry, and observe what they’re selling for. From there, you can set the price of your own book. While you may not want to price it at the top of the market range, pricing it somewhere near the top is a smart way to ensure outstanding value and an accessible price that customers are willing to pay.

eBook Marketing and Creation Made Simple

eBooks are hard work, and it’s critical to ensure you’re getting the results you deserve from the content you publish. The best way to do this is to ensure you’re avoiding the seven most common eBook creation and marketing mistakes out there.

From ensuring your images are high-quality to working with a professional designer to ensure consistent branding, and a professional editor to ensure clean, error-free text, there are dozens of things you can do to ensure the success and virality of your eBook.

Remember: a little more effort now means you’ll enjoy a beautiful, relevant, value piece of content you can distribute for years or months to come.

About the author


Julia McCoy

Julia McCoy is a serial content marketer, entrepreneur, and bestselling author. She founded a multi-million dollar content agency, Express Writers, with nothing more than $75 at 19 years old. Today, her team has nearly 100 expert content creators on staff, and serves thousands of clients around the world. She's earned her way to the top 30 worldwide content marketers, and has a passion for sharing what she knows in her books and in her online course, The Content Strategy & Marketing Course. Julia also hosts The Write Podcast on iTunes.


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  • Regardless of the old adage, people do judge books by their covers. Hiring a designer to create a professional cover image will go a long ways towards gaining additional readers. This is especially true when listing the ebook on marketplaces like Amazon where it needs to capture more attention than those listed above and below it.

  • Hi Julia. Great article. Thanks for the share. I believe as much as the content or even more than your content, the marketing strategy plays a huge role in the sale of your eBook. Without good marketing, even if you have a best seller on paper, it’s going to fail. Find the niche you are writing for and network with the popular writers there before you publish your eBook.