Marketing Your Telehealth Services: 5 Easy eBook Strategies
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This document provides strategies for writing and publishing an eBook in 3 months or less. It discusses 5 strategies: 1) writing your own eBook by outlining 10 chapters of 10 pages each and writing 1 page per day, 2) transcribing a webinar, 3) conducting an expert interview, 4) hiring help from online platforms, and 5) finding contributors. It also covers costs of publishing an eBook, designing covers and formatting, using titles/images/keywords effectively, and reasonable pricing between $4.95-$10.58. Legal and ethical considerations for marketing are also addressed.
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Marketing Your Telehealth Services: 5 Easy eBook Strategies
- 1. Marketing Your Telehealth Services: Successful, Legal & Ethical Online Strategies Lesson 5
- 2. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • WHO WE ARE: We are licensed healthcare professionals, attorneys and other consultants. • TELEHEALTH GOAL: Our goal is educational only. No warranty, guarantee, or representation is made as to the accuracy or sufficiency of the information contained in our training for your specific circumstance. • YOUR PART: You are encouraged to seek practice-specific advice from your own legal, regulatory, ethical and liability authorities before offering any telehealth services or programs to consumers/clients/patients. Obtain all such opinions in writing, and have your informed, trusted, local, legal counsel review those written responses for their full significance. Disclaimer 2
- 3. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. Why are eBooks the way to go for most professionals rather than seeking to publish print books? Learning Objectives 3 What are five easy strategies to write an eBook in 3 months or less? How much does it cost to publish an eBook? How do you include self-promotional material without looking unprofessional on your website? 1 2 3 5 4 Where can you go for free or low-cost resources to build your products?
- 4. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. What is a reasonable price-point for an eBook? Learning Objectives 4 Should eBooks include a CD? How much do CDs cost and who ships them? What are the legal and ethical codes that rule such program development and marketing? What is a virtual book tour and how can you get involved? 6 7 8 10 9 How do you easily create an audio book from a Kindle version of an eBook?
- 5. What are five easy strategies to write an eBook in 3 months or less?
- 6. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 6 eBook Strategy #1 Write Your Own eBook
- 7. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 7 eBook Writing Strategy #1: • Start with specialty area • Do market analysis • Re-purposed content • Blog / Webinar • Newsletter / YouTube • Other SocIal Media • Boil down concept • Outline 10 chapters / 10 pages per chapter = 100 page eBook (at most) • Write 1 page per day • Get best domain name • Outline Product Path
- 8. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 8 eBook Approaches • Start with your favorite topic • Weight loss / Eating Disorders • Positive Facts • Mind Games • Nutrition • Exercise • Strength Training • Cardio • Stories
- 9. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • eBook, OR best chapter of your book • Go for the “thud factor” • The more the better • Bonus: “Organize your ADD child checklist” • Free webinar • Easiest is to not take live calls • Ask for questions to be mailed in • Continuity Program • Up-sells • Individual Treatment • Master Mind Groups • Platinum Group • Consultation • Supervision Plan Ahead 9 Front End Back End
- 10. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 10 eBook Strategy #2 Transcribe a Webinar
- 11. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 11 Transcribe a Webinar • Record a webinar • Transcribe • Edit transcription or ask a friend to edit • Build in links • Sell from website • Email list
- 12. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 12 eBook Strategy #3 Expert Interview
- 13. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Interview on telephone / video • Have some one ask you questions, or you ask them questions related to your topic • Record • Make it a webinar (live or recorded) • Transcribe / PDF • eBook Cover • Sell from website • Email list Expert Interview 13
- 15. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 15 eBook Strategy #4 Hire Help
- 16. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Hire someone, research, layout or record content for you (Fiverr, Odesk, Elance, Guru, etc.) • Royalty-free books, papers, articles • YouTube Links • Images • Quotes • Use as a lead generator on your newsletter subscription sign-up box (on your website) Hire Help 16
- 21. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • $500 - $10k “Looking for 100 page book, here’s my budget”, then wait for bids • Carefully review samples • Behavioral sample • Contract • “Work for hire” • You own copyright • Get a copy of everything in WORD and PDF Negotiating for Hired Help 21
- 22. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 22 eBook Strategy #5 Look for Contributors
- 23. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • HelpaReporter.com - want a site with some traffic • Ebay - authors with products for sale • https://www.mturk.com/ (Amazon Mechanical Turk) • Answers.yahoo.com • Clickbank - mention you in their book for cross promotion • EzineArticles.com • RTIROnline.com - experts pay to be interviewed • LinkedIn - mental health or coaches • Partner with Colleagues Where to Find Contributors 23 Paid Volunteers - Interns & Colleagues
- 29. Why are eBooks the way to go for most professionals rather than seeking to publish print books?
- 30. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 30 Start with Something You Have Done (Retain Your Copyrights?)
- 31. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 31 Copyright • Many different types • “Compilation” copyright allows you to own the copyrighted elements of others if: • You have their permission • You assemble them in a unique way
- 32. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Anything related to primary health and disease • Formats that deliver education and interactivity • Pick one and stay focused - will take a while • Products that deliver convenience • Areas with natural “upsells” Which Areas Have Most Potential for Profit? 32
- 33. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 33 Conduct Keyword Searches Regularly Many sites can help - Google Adwords is a good place to start
- 36. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Positions you as an expert • Gives you highest credibility • TV Shows • Radio • Easy to sell • Low resistance • Time • Cost • Printing • Fulfillment • Agent / Publicist • Publisher Path #1: Writing a Book vs. eBook 36 Advantages Disadvantages
- 37. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 37 Book vs. eBook • Zero delivery costs • No printing • No inventory • No shipping • Instant access • Can charge premium prices • List on Amazon
- 38. How much does it cost to publish an eBook?
- 39. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Cost of webinar platform (FREE) • Cost of transcribing (~150 - $200 per hour) • Cost of layout template ($150) • Cost of images ($2 - 10 in bulk) • Cost of software (WORD, PDF, Camtasia, Screenflow) Costs of Publishing 39
- 40. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 40 eBook Cover & eBook Layout • Not home-made • 99designs.com • eBook cover $5 at Fiverr.com • Google "book layout" • Inside chapters & headers • $5 - $20 per page independent designers • $.50 per page at Fiverr.com (high end)
- 41. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 41 Power of Titles, Images, Keywords & Colors
- 42. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 42 Power of Titles, Images, Keywords & Colors
- 47. How do you include self-promotional material without looking unprofessional on your website?
- 48. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Testimonials or “What others are saying...” • Do not solicit testimonials from clients/patients • Be sure to include picture of person with eyes pointed inward toward page • Use your colleagues to review your materials and give you short statements to post on your website (no more than 15-20 words) Self Promotional Material 48
- 50. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 50 Give Away Something of Value
- 51. What is a reasonable price-point for an eBook?
- 52. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 52 Pricing Your Front End Product • Look at your competition • eBook - $4.95 to $10.58 • You never know until you split test! • Bottom Line: • The more people you get into the front end, the more people will buy your continuity program, courses, consultation
- 53. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 53 Consumer Sweet Spot • Keep costs low • Understand and let them kick the tires • Provide value • Retain members over time • Develop your reputation
- 54. Should eBooks include a CD? How much do CDs cost, and who ships them?
- 55. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Two types: Music and data • Our experience with Summit was 33% of audience purchased CDs • Cost is under $5 each • Upload mailing list for a bit more, and they mail them out immediately • Many sites offer such services • We use: Kunaki - http://www.kunaki.com/ CDs 55
- 56. What are the legal and ethical codes that rule such program development and marketing?
- 57. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Federal Trade Commission • Tax code for online products is being discussed now • State Business Laws • Professionals ➔ Licensing Law • Ethical codes issued by professional associations • Some state professional codes mimic professional association ethical codes • California Legal and Ethical Codes 57
- 58. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 58 Federal Trade Commission (FTC) • What is an unfair ad? • When it is likely to cause substantial consumer injury (physical or economic) • It is not reasonably avoidable by consumers themselves • And it is not outweighed by benefits to consumers or competition
- 59. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Place disclosures close to the triggering claim • When using hyperlinks to disclosures, make the link uniform and obvious, label the type of information it leads to, and monitor click- through rates for effectiveness • Disclose material purchase terms on order page, near order button, as well as in Terms & Conditions DotCom Disclosures: FTC Business Education/Guidance 59 To make disclosures clear and conspicuous, online advertisers should:
- 60. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Anecdotal evidence from consumers • Popular press articles • Sales materials from manufacturer • Low return rate • Money-back guarantee • Methodologically sound tests, studies, scientific research • Based on expertise of professionals in field • Objectively conducted by qualified people • Using procedures accepted as accurate • Yielding statistically significant results Competent and Reliable Scientific Evidence 60 What It Isn’t What It Is
- 61. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 61 FTC Substantiation Standard • Weight Loss Claims - at least 2 controlled clinical studies on advertised product by separate, independent researchers
- 62. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Testimonials still must represent what consumers ''typically” will achieve • BUT: if they don’t, “Results not typical” disclaimer no longer suffices, clear & conspicuous disclosure of “generally expected results” now required, unless advertiser can prove consumers don't think the results are typical. No FTC enforcement of this yet but cases can be expected Revised FTC Endorsement Guides 62
- 63. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. • Disclosure of material connections between advertisers and lay (non- expert) endorsers must be made. This now applies to bloggers endorsing products, who also can be held liable for making false claims, and to celebrities endorsing products in unconventional formats (i.e., talk shows) or social media where consumer may not think celebrity is being paid. Advertiser principally liable for failure to disclose. Revised FTC Endorsement Guides (cont.) 63
- 64. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 64 Speak with an attorney familiar with laws in your state for direction related to you and your business Legal Issues
- 65. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 65 • Other groups may be involved: • Copyright • Taxation • Privacy Legal Issues
- 66. What is a virtual book tour and how can you get involved?
- 67. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 67 Virtual Book Tour (VBT) • Virtual book tours can include book reviews, guest posts on blogs, interviews on podcasts or radio shows, sociaI network events, contests, book, giveaway, and more. These tours are sometimes called book blog tours or virtual author tours…
- 70. How do you easily create Kindle version of an eBook?
- 71. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 71 Kindle Book / Audio Book
- 72. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 72 Kindle Book / Audio Book
- 73. © 1994-2022 Telebehavioral Health Institute, LLC All Rights Reserved. 73 1. Get started with 1 marketing project (Get something done) 2. Post it or a link to it in the private discussion area at www.telehealth.org/training 3. Read / comment on other class participant’s postings! Assignments Week 5