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Share Your Expertise

 Create an e-booklet as a promotional tool


The PDF format has made it easy for anyone to create an e-booklet. We’ve all gone to websites and downloaded them. Tips and advice, reports, white papers, basically the short ones are simple compilations of what the author has already written about but reformatted into a “booklet”. You don’t need to be a writer, or even go and interview anyone, to create the simplest of these. And the best part is that once it’s written and posted on a website, it can be used as a promotional tool and lead generator. You can also print it out and use it as a handout to clients, employers, and prospects.


An e-booklet should be short, think of topics like 20 tips, or information that is 10 pages max. It should be on a topic or subject that is in your area of expertise. Don’t load it with graphics or statistics…think “self-help” for business. However, it should be formatted to be visually attractive containing no spelling mistakes or grammatical errors.


So what should be the subject of your e-booklet? Start out by thinking about your target audience. What do you do, what problems have you solved, advice you’ve given, that could be of help? Think about the challenges they face and how your advice could help resolve their challenges. Or what goals are they likely to want to achieve and how you have helped others in similar situations. Then search about for what you’ve already written: letters, e-mails giving someone advice, your business materials that contain helpful information.


Settle on your topic, create an outline, and as a rough draft plug in your information. Remember, keep it short and simple. Once you have the draft written, decide if you need to engage a writer to complete it. After all, this is a piece that represents you and your business.


Make sure that the final version is formatted in an attractive manner. This is not just a collection of bullet points or paragraphs. Have a “cover” with your title (which should be catchy but descriptive) and your business contact information. Be sure to also place your contact information in the footer of each page. Create an introduction section of a few paragraphs explaining how this e-booklet can help the reader. Have margins with plenty of “white space”. When all is completed create the pdf and you have your e-booklet! (links at right give you resources for obtaining the software to create pdfs without purchasing the expensive Adobe Acrobat product)


The very act of creating an e-booklet makes you an expert on your topic because you articulate what you know in an organized way. By showcasing your knowledge and skills, you can attract more and better clients. You don’t even have to state you’re an expert, people will just assume it because you’ve written about your area of expertise. Instead of simply saying how great your business is, an e-booklet shows how great you. It is also an introduction to your business, allowing potential clients to “get to know you” with little risk to them. Because your e-booklet has all your contact details, including your website url, the reader will be able to explore further what you have to offer. It is a passive way to generate qualified leads when they give you their information in order to obtain it.


The last step is to promote your e-booklet. Promote it on your website, requesting a name and e-mail address before you giving them access to the download. This is how you can use it to build your permission based lists. E-mail it to prospects who might benefit from the information, convincing them to move further down your sales funnel. Print it out and use it as a leave-behind at meetings, and seminars.


Next month’s article will expand on promotional strategies and discuss how you can develop other “information products” which go beyond the e-booklet, helping you generate revenue and promote your business 24/7…stay tuned!


Need to brainstorm a topic? Have content but don’t know what to do with it? Let me help you whip things into shape. Call 908-241-5874 or e-mail beyond-words@att.net NOW for a F*REE 30 minute consultation.

                                                                               c 2009 Leona M Seufert






These 4 sites give you information on software that generates PDFs. 


Sun Microsystems’ Open Office suite

This is the one I use to generate pdfs. It’s free because it is “open-source” sort of like “shareware”.  Has word processing, spreadsheets, presentations, graphics, databases and more and can also read and write files from other common office software packages. I import my MS Word files into it when I want to create a pdf.



The free version displays a sponsor page in your web browser each time you run the software. If you would prefer not to see sponsor pages, you can upgrade by obtaining an individual key for $9.95.



Offers three no-charge utilities. Convert Word docs to PDF’s, PDF’s to Word docs, and web sites to PDF’s. The “free” trial version never expires but puts a small piece of text in the bottom of your document’s pages saying “created by EasyPdf”. $14.95 gets you to remove it.

The original software for creating PDFs Adobe’s Acrobat 

This software has more than just converting documents to pdf format, and is expensive. However, you can order the trial CD (good for 30 days) and use it to do your first e-booklet, then decide whether you wish to purchase this software or go with one of the other ones.