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How to Write a Short eBook to Promote Your Coaching Business

When coaches contact me, one thing many of them say is "I'm not a writer." They can't see the end of the journey, because they believe they must write a long book, and shouldn't it be with a publisher? Not really. If you are online and meeting your target audience, you are in the right spot. Your audience is like you, they don't want to read long books that in many cases lecture them. Your clients want to know much more about you - what your work is specifically to them and how it will benefit them. They don't care much about your credentials or degrees. They appreciate your humor, uniqueness in your approach, and they want answers for their particular challenge or concern.

Book Coaching Strategies That Make Your eBook a Financial Success:

1. Think of the benefits to you as well as your readers for publishing a short book.

  • You will build credibility and be known as the expert in your field.
  • You build your brand with the book title, chapter titles, and chapter parts.
  • You can generate leads with a short free eBook.
  • You can finish a short book in 100 days or less.
  • You can transform your readers into clients.
  • You can brand your business and build worldwide visibility.
  • You can share your mission, influence and educate your targeted audience.
  • You can create ongoing life-long revenue.
  • You can re-purpose your book into seminars, trainings and coaching packages.

2. Focus on what topic or book you'll write first.

I recommend you begin with the one that shares about your coaching process and how it helps your audience. Remember, the #1 business trend is education. So, educate your potential clients.

3. Write a list of your audience's problems or challenges.

Get these from your client files. Then, choose a focus and answer each question. Think a series of short ebooks for this to reach different clients' needs. Think a 10 tip eBook under 20 pages that hooks your audience; offer it free as an opt-in to your website, where you will have landing pages for your coaching packages. These soft "sales letters" will share five to ten benefits and testimonials that prove your worth.

4. Stop researching so much to write the perfect book.

You know your topic. You know your coaching strengths. You already have the answers within, so why think you need to spend a lot of time on research? In fact, research makes your chapters dry and telling like a lecture, rather than engaging your readers with case studies or dialogue. Since many coaches come from academia (me too), they need to not show off with big words or complex ideas. Instead, keep it simple (KISS) and use your organic, natural voice that speaks from your heart - not your head. Your would be clients want to have a conversation with you and be engaged with a savvy friend.

5. Use all of your experience to write your book.

You may have some articles written, given a teleclass, or have some juicy client stories where you solved their challenge. These translate into the compelling chapter middle part after the introduction and before the conclusion. Writing a book is like writing a seminar or training in a way. You'll need a beginning, middle, and end. These strategies can short cut your time to your book's finish line.

6. Know the pay offs of finishing your book.

If you don't create even a short eBook, and self-publish soon and fast, your potential clients won't know what you have to offer them. You won't build your practice beyond a few, and you won't have the confidence of being a respected coach who earns consistent high income. For the payoffs, reread tip #1.

7. Know your audience well before you write your book.

First, think of your preferred audience - the one who will most want your book. Write to that one audience to make your book speak directly to them. Engage them to want to act on your ideas. With too many audiences in mind, your book may lack focus and you will need to include information for each one of them in every chapter. If you don't include each audience, they will turn away not thinking your book is for them. This is the number one mistake emerging authors make - unless they are Chicken Soup marketers, of course.

8. Think about where your audience hangs out.

You already know they aren't going to the bookstore to find your book unless you are in the 1% famous list. They are on the internet! You need to share your book that brands you in articles, blogs and social media marketing, write a short email sales piece to send your email list, and put up a website sales letter that will seal the deal.

Sharing is Caring!

You may not get all the answers here, so add on comments and questions that really helps you! You can grow your coaching business one step at a time. A good place to start is with your ebook.

Published by Judy Cullins

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  • Lou Beaird

    I find myself wanting to research everything! "Dry and telling" : not words I want describing my writing. When I over research it, it loses heart. My voice disappears. Thanks for this great information!

  • Judee

    Thank you . These are some helpful tips for organizing and creating an ebook that are very practical and useful.
    I have some ideas for a gluten free ebook but really don't know logistically where to format it and how to create a finished copy. Also is there a form that people use for a "website sales letter"

  • joelquass

    Once again you have given sage advice. Thanks for the great idea. Articles like this are why I have your RSS feed on my homepage!

  • Barbara Szorad

    Thanks for this great post. How long (how many A4 pages) do you think an e-book should be?

  • Susanne Madsen

    Thank you for this post. Very interesting - especially in the light that I have already published one of those big books in the conventional way.

    However, I'm not clear on tip no 7. You start off by saying that we should focus on one audience only (which is clear) but then this sentence seems to say the exact opposite: "If you don’t include each audience, they will turn away not thinking your book is for them."

    Please can you clarity?

    Many thanks,
    Susanne Madsen

  • Judy Cullins

    Susanne, We all have a primary audience-but don't always write a book just for them. In our chapters we give tips and solutions for our readers' concerns. When You do the pre-marketing steps before you write, you can choose just who has similar challengers and write each book/ chapter for them only. Specific information attracts; general info.bores and doesn't give enough wanted or needed solutions.

    Since you wrote the big book, think an ebook series of short books for each other audience. These are far easier to market and sell. I should ask has your big book brought you enough new clients?

  • Judy Cullins

    Barbara, That depends on each book's purpose. I coach clients with a service business to first, write a short book of around 20 pages to give away as an opt-in to your site. That's to get those valuaable emails & targeted traffic that will later buy other things from you.(when they trust you) My "Write your eBook Fast" sells for around $15 and it's so valuable because it gives the blueprints for ch. wriiting and pre-marketing must knows. These help sell your books before you leap to just write and publish without feedback. You must take a look at my 1s time coaching link at my site-

  • Judy Cullins

    Joel, Thanks for the kind words. I started my online success 13 years ago by reading article, then taking seminars, and then getting coached by experts who short cut your time getting to the GOLD.

  • Judy Cullins

    Lou, That's why I say use the techniques in my Ch 3 of my "Write your ebook Fast" What is your topic/itle and who is your audience that needs/wants you and your Info? If you don't get to me, looka t my 1rt time coaching session for only $55 to get solid speciific answers.

  • Judy Cullins

    Judee, if you are serious and want help, be sure to check out my fist time coaching session for a quick start at….

  • norma nicholson

    Hi Judy,
    I enjoyed reading the tips you have given for writing a non fiction book. I recently retired from being a full time RN and am hoping to write a book which will share the stories of children and youth in the youth justice system. I will be using the lens of a nurse who delivered the care. I welcome your suggestions on getting started. I do realize that I must stop reading how to and get on with writing these stories!
    Norma Nicholson
    [email protected]

  • Denise

    Great article & website glad I found you, thanks for the
    tips and encouragement. I’m launching my first e-book for my site and wanted to get an idea of what was a good stopping point. I read a few of your articles, very helpful.

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