A Theory About eBook Selling

eProduct and eBook selling sometimes has more to do with "behind the scenes" ideas and procedures than it has to with marketing or selling any ebook. In fact, if these aren't followed then you might not sell any ebook.

So for instance:

what you write has more influence upon selling then what your ebook looks like.

Now there is a point for initial impressions of a book, but would you stop buying an ebook or any eproduct if the cover looked bad but you knew that it was an awesome product?

No.

Proof?

eBook selling might be wrong

The thoughts of ebook selling might be wrong. I choose a cool front cover because I want it to look good. I am bad at drawing and I enjoy some really cool art.

On the other hand, I have bought photocopied texts because I wanted to know what was on that paper.

Now don't get me wrong, many people when shown a range of books they will either:

go with who they know. Doesn't matter what it is they will buy because they know the content is going to be good- a fan of the author- or knows about the author.
go with who they might know and then use the ebook cover/ "look inside" feature. Going into unsure territory now. This is what I did when I watched a Ted talk for Simon Sinek- and his Why book. Saw the Ted talk, liked it then checked out the book. but didnt buy straight away.
go off a recommendation. Someone has said it was cool. Website/ Podcast etc jumps into this section. I found a couple of books from a Podcast recommend. But I did more research into the author and books than point 3. However the Podcast warmed me up as most of the questions I thought of were asked.
buy because all the others look odd and they generally like the topic. I have had a hard time finding some books because I dont trust the author and everything that I see seems to back it up. From the questionable title to odd cover. I have also been partial to buying a book because I enjoy the topic but I will draw the line when I notice the topics are the same and offer no other thought.

Those are my quick 4 Ebook Buying Stages.

You can chop the ebook buying process into simple stages:

The 3 additional stages of ebook buying?

The process for buying an ebook seem (to me) quite simple. Check our the content, look at the author and then buy the ebook.

But thinking about this more I think there are more stages to this. This rarely ever happens. People are driven to buy something.

I have thought of 3 additional steps which most buyers contemplate before they buy your ebook.

Do I Need This? Am I a shopper or am I a browser. If I am on Amazon I am probably looking to shop. But that is probably the first question. Is there a need that I know of- or do I need showing? Is it going to solve a problem or achieve a better result for me? Remember this is about the shopper and what they think. I liked the Harry Potter movies but most people (rightly) said the books were much better. I liked the lore and the backgrounds. Why was this person acting in a certain way etc? The books were the answer and we bought them. Great books. have I done that with other movie tie ins? No. Most were faithful to the books and I wasn't too invested to buy and read what I just saw. The Marvel movies are starting to get me to buy background books on characters/ places/ technology etc (not the comics).
Do I have a belief that your content is going to accomplish what you say it does and that my issue is going to be resolved. You may believe it does but...does it? Making testimonials on the direct issues that could be affecting me is the best way to overcome this. Highlighting the various issues and that hint towards a resolution in the contents would also help. It is matching up your ebook title, with you, with what your reader is going to get out of it.
Is your background going to back up what you have said? If anyone says "I am no expert but I have done this" I turn away. I would like an expert and then dumb down their knowledge so I can understand everything that is known. Prolific Author- only has 2 ebooks on Amazon. "My multiple businesses" and never lists them. Its the validation effect. Prove that you know what you are talking about.

BJ Novak, writer and actor known for a variety of roles especially so the comedy (US) Office. He wrote a book, which you can find on Amazon. I believe it is a kids book. Here is the front cover (not edited):

How much money do you think that book costs, at 48 pages?

$23 Canadian.

Got many stars? 5

Not many reviews though?

11.7k at the time of writing. Which is a lot.

So how many times have people said- cover, cover! You need an ebook cover?!

You see BJ Novak has done something that is well known but oddly enough always diverted away:

content of the product is the main concern
who created it
is the product going to link up with what the author is about and is that in turn going to link with what I believe the product is about.

BJ Novak fans are going to buy the book. If you know of him and are interested in his work then the "fun" aspect of this book is part of the sell. Some reviews:

This book is simply amazing. I dare you to read it to a child and go the entire book without bursting out in laughter!!
Absolutely fantastic, I have to say my son was not impressed to receive a book with no pictures; however by page 3 he was in hysterics and completely won over!
Just a brilliant and lovely book - I bought an extra one for the school because it really does celebrate the beauty and power of reading to children

From ebook selling to other selling techniques, check out the Jasonera blog.