Publishing E-Books For Dummies by Ali Luke

Author:Ali Luke [Luke, Ali]
Language: eng
Format: epub
Tags: vl-nfcompvg
Publisher: Wiley
Published: 2012-08-13T04:00:00+00:00

Figure 10-5: The WordPress visual editor.

Bold text

Bold text is a helpful way to make a phrase or sentence stand out. It’s best used in a consistent manner (for the first sentence of each subsection or for the first phrase in each bullet point, for example). Avoid using bold text for individual words in the middle of sentences, because it can look choppy. If you need to emphasize a single word, try italics instead.

Subheadings

Readers often skim sales pages, looking for pieces of information that interest them. Subheadings not only help break the page into easily digestible parts, but also act as signposts to the reader. Phrases such as About the Author and Contents List are simple, functional ways to split your page into logical and useful sections.

White space

Reading text on a screen takes more physical effort than reading it on a printed page. Having plenty of white space helps make your page more attractive and easier to read — wide margins, space between individual lines of text, and short paragraphs. Bullet points are also an effective way to create white space.

Block quotes

If you’re quoting from a testimonial or review, or even sharing a short excerpt from your book, try setting it off from the main text using the Block Quotes feature in WordPress. Quoted text is normally indented, and it’s often presented in a different color or with a background. The exact styling depends on the blog theme you’re using.

Colors

You can use fonts of different colors on your sales page, to draw attention. You might use red text, for example, to emphasize a special offer that’s ending soon. Don’t go overboard on different colors, though — pick one consistent color for subheadings rather than have a rainbow of different ones. Make sure that the colors you choose are easy to read against your background — which should usually be plain white or a light shade of a color.

Yellow highlighter pen

Some Internet marketers are fond of adding the “yellow highlighter pen” — putting a yellow background behind sentences or even whole paragraphs of text. Although this technique definitely helps draw the reader’s eye, it has also become rather tacky and outdated, and it tends to carry an inevitable whiff of snake oil and used-car salesmen. Use at your own risk!

Considering Selling Your E-Book Only via Your Website

After you write a sales page, you might wonder whether you even need to sell your e-book from online stores. After all, readers can simply buy it directly from you — and you keep all the profits.

With some types of e-books, this route is a sensible one to take. If you’ve written a specialized e-book with a high price tag, you’re unlikely to pick up impulse browsers in online stores (and you’ll fall outside Amazon’s royalty sweet spot between $2.99 and $9.99). You may also have access to an existing audience of likely buyers, whether it’s via your blog or mailing list or contacts who have their own large online fan bases.

If you’ve written a low-priced book, though, it’s worth putting it into online stores.

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