Kyle: Over the course of this guide we’ve been showing you how to basically how to write and publish an eBook.

Gathering together your expert knowledge and skills, everything you know about your particular business niche, packaging it into a book. 

We’re going to turn our manuscript into the final product into the book. 

This book, remember, it’s not just a book that you are selling in order to make royalties we’re not showing you how to be an author but what we are doing is a bit more than that. 

We’re showing you how to use a book as an initial stage for people to get to know you and get to know your business and to build your online business off the back of this product. 

This initial product is an eBook. 

Now we have the manuscript and we are going to be talking about how we take that manuscript which is the words of the book and how we package that up, how we get a cover on it, how we get it formatted properly and how we get it out into the world. 

That’s going to be the focus in this section.

Harms: The hard work is done, you’ve got the manuscript. 

Most people don’t even get this far. Whether they’re an author or using this for business purposes, having an end manuscript like this is a large part of the journey. 

Now we’re doing the final part which is just as scary to people because there are technical involved, third party companies involved. 

The final step essentially, when it comes to getting this visible to people, that’s sometimes a large hurdle. We’re going to make that easier by talking about a few topics. 

Number one is the actual formatting of the book, number two is what do we do with the cover? Then we’re going to be talking about some of the core components that must be in the book that we haven’t included in the manuscript at the moment, which is the description of the book, the author’s bio. 

Then uploading it to something called Kindle direct publishing using that mechanism to upload your book which will then live on Amazon. 

We’re going to be focusing on technical aspects which people fear because there is a technical element involved that can be a roadblock and a reason for your manuscript to live on your computer or your word doc for years and years and years because Kindle direct publishing or something similar just seems too complex. 

It seems to be overwhelming or we could fall into a perfection issue, but that has been dealt with earlier in this guide. 

Now we’re going to be dealing with the technical so where do we start? 

I mentioned formatting Kyle is a good place to start.

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Formatting

 Kyle: Yes we’ll start with the formatting and then we’re going to move into the cover, description, author bio and then finally how we take all this information and we get it onto Kindle direct publishing so that we are ready to publish. 

First up, formatting, the reason we need to deal with formatting is we cannot just take a raw word file or raw text file and send it to Amazon. 

It doesn’t work. 

First, we need to do a little bit of formatting to make sure that it displays properly on a Kindle. 

We are talking about Amazon, there are other places you can publish your book but we’re not going to be talking about them because Kindle and Amazon are 80% of the market, so we’re going to be focusing our efforts there. 

If you do want to do the other publishing processes they’re going to be very similar to this, just slightly different issues. 

With formatting it used to be when I first did my first e-book it was a complete nightmare. 

This was quite early in Kindle’s life-cycle and you basically had to use quite complicated tools and go through and manually format the document and if you had a long book it was a really difficult process. 

Now if you have images and diagrams and anything that requires complex formatting on the page, it’s still quite complicated. 

If you do have images and diagrams it’s fine but I would highly recommend you just hire somebody to do formatting for you. 

Because this is a technical task you can actually hire for not very much money we’re talking about $20, $30, $40, $50 potentially on somewhere like fiverr.com, you only need to do this if you have something that is quite complicated and has images or graphics of any type. 

If your book is just text then there’s a fantastic tool which Amazon have created called Kindle create. It’s available for Mac and it’s available for Windows. 

It is free and the purpose of this was Amazon created this tool in order to help publishers like yourselves, like us, to more easily format the book and get it ready for the Amazon Kindle marketplace. 

I think Amazon realised there are too many barriers between me writing the book and me getting it looking nice, well formatted onto Amazon.

From a technical point of view, it’s relatively painless. You open up the software and it asks for your document. 

You give it your word document or whatever format you used, and it will automatically go through everything and format it as is required by a Kindle ebook.

Harms: What we’re sharing with you now are different ways in which you can format your book number one is you just go to good fiverr.com and pay somebody there. 

You can find it and get it relatively cheap for $30, $40, $50. If you’ve got images they may charge a $50, $60 range. 

But if you have images it will be money well spent because it can be very tricky taking hours and hours and it’s better just to pay someone that is used to doing that work. 

The second is you do it yourself, our suggestion here is if you don’t have images this is probably wise and best starting point with Kindle create it is an additional software and that software will pick up your word document. 

It’s best used with a word doc.

When we talk about formatting and the fact that it will pick up formatting automatically and syncs, what we mean here is you have to also have some familiarity with using words formatting. 

It is as simple as using your title should be formatted as a title, your header should be formatted as a header, your paragraph should be formatted as a paragraph and then Kindle creates the tool it’s smart enough to plug that in and then realise that you’ve got these formats set.

If you can get it well formatted in your word doc then Kindle create will do the rest and convert that into a Kindle format for you.

Harms: That is free but it requires some time. 

The third one is something I’ve not used, which is Scrivener.

Kyle: If you do want more control of your formatting you can actually write and format do everything yourself in a tool called Scrivener. 

It’s a better book creation tool than Word because it allows you to more easily manage your chapters, sections et cetera. 

If you didn’t write the book yourself though this is sort of irrelevant for you, you have the final manuscript already in the word document.

However, Scrivener does give you the power to do more complicated formatting. 

It gives you more control over those headers, contents, pages, sub- headers, block quotes, et cetera. 

This is not necessarily for the majority of books you will find a lot of e-book courses pushing Scrivener, objectively yes it might be the best tool, but if it’s going to take you two months to learn how to use Scrivener, that’s two months wasted not writing your book and not publishing your book or marketing your book. 

I would say as with everything, keep it simple. 

If you want to look into something like Scrivener later, fine, but right now it’s overkill unless you already know how to use it, or you really need the extra power.

Harms: Because the purpose of this is that we’re not becoming authors, we’re becoming Kindle e-book or e-book creators and print on demand books for the purpose of allowing an entry point for our customers to understand who we are, our products and service as part of a value ladder. 

That’s what the focus is. 

I think a good middle ground if I were to do this from scratch again I would like to do a word doc and use Kindle to create myself first and then if I’m starting to pump out a lot of e-books then I’d start to pay people to do it.

That’s my preference.

The main thing is to get an e-book out there into the market first, now talking about looks and talking about how something appears there’s probably one thing we can’t maybe skimp out on, the cover.

Cover

Kyle: This would be the main place to invest. 

There is the saying don’t judge a book by its cover but that’s been said by someone who has never ever sold a book in their life. 

The presentation of a book is important and there’s a reason why publishers spend time and effort and money on publishing beautiful looking books, because that’s the only way you’re going to pick it up in the bookshop as it looks fantastic. 

This is going to be the same on Amazon, the main visual element on Amazon is the book cover. 

The Amazon sales pages look pretty similar apart from that book. 

The main thing on the page is the same thing when you are going down a list of different search results, the main thing you’re looking at is the cover image of the book.

Harms: So how does somebody go about getting their cover designed and how much does it cost?

Kyle: Basically hire somebody to do this, there are people who do cover after cover. 

They know what’s needed, they know the format required for Kindle. They know what pops on the Kindle screen and you can hire them for relatively small amounts of money. 

The amount you spend will depend entirely again; you can find someone on fiverr.

Harms: The reality is most people have a one core product and this one e-book will help people be introduced to the product. 

So just stick with one to start with and if you’re going to do a series of guides later you may want to change it. 

My preference always is to outsource it to somebody who does this day in and day out. there, so the suggestion would be to go somewhere like fiverr but be aware that fiverr can also be a time drain unless you give them as much information as possible. 

In terms of the process of getting someone on Fiverr to produce a cover for you without it taking four, five weeks, in which case you could have learnt and created it yourself, what’s a good process or a suggestion to get speed?

Kyle: Generally on Fiverr there are people who are very good at technical putting together a cover and not necessarily going to be extremely creative and that’s fine, because spending your $20, $30, $40, $50 it’s not a huge amount of money. 

What this means is the best way to get a high-quality cover quickly is to provide an example of exactly what you want. 

You find other covers for other books on the market and say, I like this one. I like this one and I like this, you send a few examples with specific annotations.

You give them extremely specific examples and they’ll be able to compose your cover based on those recommendations. 

If you just ask for a cover you’ll get something extremely templated and not particularly interesting. 

Whereas if you give them specifications about what you like on different covers they’ll be able to replicate that and create something interesting.

Harms: There are two ways to do this, you go to a bookstore obviously outside of Covid-19 times and I will just snap a picture, or you can scroll through Amazon and screenshot images that you like. 

There are things you will want to give them i.e. the book title, subtitle, bonus features, author’s title, is anybody else involved. 

If you’ve got your own publishing house sometimes people include that. Is there a bio on the back to include so all of these items we need to give them upfront because it helps them. 

What is really annoying for them is they come back to you with the design cover and you say to them I need to add another author’s title, or actually I want to add this item. It can throw their entire design because it was designed based on the original text you’ve given. 

So try to be as forward as you can with the information you’re giving them, don’t rush it. 

Kyle: A lot of the good designers will request that stuff upfront like title, subtitle, et cetera, but if they do not make sure you give it to them.

Fiverr is a great place because it’s good budget, people are very technically competent. 

But the reality of life is you’re going to get what you pay for. 

Harms: What’s another level up from this?

Kyle:  If you’ve got a bit more budget I would definitely check out 99 designs, so they have a very all business model where they set up a competition. 

You provide your title, subtitle all of that information, as well as maybe given suggestions on what style you like. 

You release that to their roster of designers and the designers will compete, so people will actually put together a first draft of what they think your book will look like. 

Then you get to choose which one you like from these first drafts and then that designer will work with you to complete the book draft. 

You might have 50 designers designing a book cover for you and then all you need to do, which is great if you’re not a designer you go through that list like no, no, no, I like that one. 

It’s a lot easier for us as non-designers to hone in on the design we like when we’re given lots of options. 

Whereas if we’re given one option and asked what we think we should change about it, that’s difficult. 

99 designs get around this by giving you lots of different designs produced by different designers and their price model works in such a way that you pay the starting competition at £240, $400 roughly and I believe that’s 50 designers and that’s the bronze package. 

The gold package is like 200 designers will send you designs and that costs a lot more money, so depending on your budget, you get more and more options in that first round of the competition. 

It’s a very cool way of getting a wide variety of styles and designs rather than having to choose one designer.

Harms: Then you’ll have a unique cover. 

You won’t have something that’s copy and pasted all you’ll have something that is quite unique to your original brief. 

If you think about a timeline you must factor that in here as well, so it probably will take a week or two weeks, including revisions to get your cover back. 

You must allow them time because you may not be the only person they’re working with; they’re freelancers they’re going to slot your work into time. If you look at it numerically you cannot be the only person they’re working with for that week.

You have to bear all of those factors in mind and just be conscious of that.

Kyle: It’s the same thing with revisions as swell often you’ll get some revisions; some services will offer unlimited revisions. 

They’re quite dangerous because it allows you to go back to them like actually this should be a bit smaller, this should be less red, et cetera.

Each time will take a week basically going back and forward and then suddenly, several months have gone and all you’ve done is change the spacing between your header, it can descend into madness if you’re giving too much leeway. 

So once it’s kind of there I would recommend moving ahead.

Harms: In terms of time it’s easy to blame the designer because they’re going to get back to us, but also our responses are sometimes delayed. 

Whatever is going on will mean that your response will be delayed, plus add their delay, it becomes carnage, so keep it tight. 

Just be aware that the idea is to get the book shipped to get the book published.

Kyle: For the perfectionists out there one of the amazing things like digital publishing is you can actually change elements. 

You can actually upload a newer version of your manuscript if the formatting is not right, or if you decide you want a different format later or you can actually change elements on the cover at a later point as well. 

We don’t necessarily recommend it as we don’t want you to fiddle around all the time, but if you are agonising over the last 1% optimisation just publish. 

Get the momentum going and if you have to go back to it later and make changes. 

That’s something you can’t do when you’re publishing with the physical book.

As they will print 100,000 copies with your mistake or with your design element you don’t like and you’re stuck with that. With digital we can change the cover in a matter of hours.

KDP intro  

Harms: That leaves us onto the next part, which is publishing the book, getting it shipped, getting it out there into the world and worrying about revisions later because it’s digital.

We can make tweaks as it’s live. 

Let’s introduce what’s now known as KDP Kindle direct publishing. 

This is Amazon’s platform for digital and now includes physical books in which you can publish through. 

It’s a fantastic service and is pretty self-explanatory, you publish a digital book which then goes on to the bookstore on Amazon and can be downloaded on people’s Kindle device and that’s it. 

It can also now allow you to access, which wasn’t the case in the past, print on demand service. 

One of the challenges in the past was people had a stack of these books in the house, car and they’d have to print in advance then sell them out. 

Or pre buy 1,000 books or 2,000 books in the hope that they will be purchased. 

Whereas print on demand is very different to print in advance, it means when it’s purchased, then it’s printed and then it’s shipped out and it’s a very different concept and it has changed the game massively.

Kyle: Previously you would have to print out hundreds of thousands in order for it to be cost-effective whereas now you can buy it on Amazon and they’ll send this individual copy of the book, but this does not happen until it is purchased. 

Which is very different to somebody driving around with 100 copies of their book in the back of the car, which is wasteful and inefficient. 

Print on demand allows you access to physical publishing, without having to repurchase thousands or hundreds of thousands copies, without having to keep them stored somewhere. Instead, you can just have them printed as they are needed. 

It’s something we take for granted. This is truly revolutionary in terms of publishing.

It saves you time and money. 

Harms: Amazon now has an amazing service which is, if somebody buys your book they go online it isn’t physically printed at the moment, it gets created, printed, shipped and on your doorstep in the next couple of days.

Kyle: Kindle direct publishing now handles both digital and physical. 

It used to be that the physical stuff was done by another company called create space that Amazon purchased. 

You upload your word document, which is nicely formatted and you can very quickly publish both digital and physical form which is giving your customer choice.

Harms: We are going to use Kindle direct publishing service to get access to this. 

You just need to sign up, it’s a free account to sign up. 

The next main question after that one is, what do we now add into this book? 

What are the first things in terms of details we’re adding?

Details to add

Kyle:  KDP is a website and you log into it, generally using your Amazon account and it’s a web form where you will enter your details about the book. 

You upload the manuscript; you upload your cover images. 

I recommend you sign up for a KDP account which is free and you login and then you can follow along with us because it will be slightly different depending on which country you’re in, because they ask slightly different details. 

We’re going to go through the main things you should be thinking about and how you fill them in. 

You already have a lot of the content done. 

Amazon also asks for keywords we have them too. 

We did a textual analysis of the top keywords and key phrases for the categories we want to rank in.

Harms: Based on what information you put into these boxes allows you to be discovered on Kindle. 

What else do we need to plug in?

Kyle: There are a couple of major elements.

The first one is a description of the book and the second one is author bios, so talking about yourself. 

An important distinction here is that these elements do not go inside the book. 

This is basically what text is going to appear on your Amazon page for the product. 

On Amazon there’s the product image, the name of the product and then a description about what the product is. In the case of books there’s also a biography of the author that goes underneath, so these details appear on the Amazon listing and a good way to think about this is that Amazon listing becomes the sales page. 

This becomes the place where you make your sale of the book, so we need to think of it in that way when we are writing a description and our biography. 

Your title, the subtitle, the keywords have brought the potential customer to your page, they found you through Amazon search because they have a problem. 

They’re now looking at your listing and now it’s going to be your cover image which we just discussed your door book description and the bio, we’re going to convert them into making that purchase, so we need to make the sales now.

Description

Harms: Let’s talk about the description in more detail because what we are saying is somebody’s coming to the page let’s call it a product page. 

The work you’ve done previously the categories and keywords have got them and allowed them to discover you, that’s amazing. 

Now the customers are on your product page on Amazon, but it is essentially your page because you put the information on there. 

Let’s take a step back and work out why someone is currently looking at your product? 

The simple reason behind this is they have a problem that they want to solve. 

They’re getting closer to wanting to solve the problem and they feel like your book is the answer to that problem. 

They’re looking for a solution. Your book is a solution and they may have already looked at other places, they may have already looked at other books and now they’re on your product page. 

What we need to now do is just get them over the line and get them to purchase the book. 

Now the question is what’s a good process or technique or approach in order for them to get people over the final line?

Kyle: The product description is where we can put the bulk of our information which we’re going to use to get the sale. 

Amazon’s very generous, they give you 2,000 words for your description. 

You should use as much as possible there are two reasons for that, whatever is in your description can help your discoverability, there will also be keywords in the description. But also we are making the sale. 

The description is what is going to decide whether or not somebody makes a purchase by reading through. 

Let’s give you a rough template for what you can include in your product description and it should be enough to get you started. 

What I do recommend though it’s you go out and have a look at the bestsellers in your category. See what they’re writing in their product descriptions. 

These bestsellers are bestsellers for a reason in your category. 

They’re hitting the right notes in terms of appealing to the audience, so see if there is anything you can emulate and bring to your product description.

Harms: We’ve got six steps in order to help build out your description and by the time you finish the six steps you should have close to 1,500-2,000 words. 

We want to occupy as much as possible so we give and answer as many questions as possible using this six-step script.

We need to remember that people have landed on this page because they have a problem.

Kyle: They’re looking at our book, which is somehow-to or guide about our business niche because they have a problem they want to solve and we the expert help them solve it. 

So point number one. 

Nice and easy we start with a question we identify the problem that we’re going to fix for them. 

We can directly address it with something like do you dream of spending your day babbling but have no idea where to start? 

This is fishing somebody who wants to sit by a babbling brook fishing but they don’t know how to start, that’s their problem. 

Or is your business bursting at the seams and it’s time to scale up, do you need a business plan fast but you don’t have money to hire an expert? 

Questions again.

You’re getting them into the mindset of okay I’ve got a problem right now that I want to fix. I’m looking for a solution.

Harms: Step number two is whilst you’ve got them hooked you’re almost mind reading them is go straight into why this book, your book will be able to solve their problem. 

The best way to do that is with a phrase which essentially answers that question.

So a good phrase to use is, this concise and authoritative guide will show you exactly how to scale your business. 

Show you exactly how to write a business plan fast without the money needed to hire an expert, you will immediately answer the question because the assumption is that’s the problem this book has a solution. And the book actually has a solution.

Author bio

Kyle: One and two together is the hook, the bait. 

Three is we’re going to have a little blurb about who we are and why we’re the one to help them. 

We’re not going to go overboard as we have an author bio which we can use to really expand here. 

We just need to prove our expertise like okay, you say you’ve written a book that’s going to help me. 

Why should I listen to you? 

You’re just chucking one or two sentences here about why they should be listening to you.

Harms: Just one or two sentences which describe why you are expert. 

Are you obsessed with industry? 

Have you helped other people in the industry?

Hopefully that should help prompt you, again just a little blurb.

Kyle: Step number four is going to be the body of the description. 

We’re going to tell what’s exactly in the book. You can copy paste your outline and then flesh it out in this description you have a lot of space, you’ve got 2,000 words so use it. 

You can give the chapter headings and then talk about what’s in each chapter. 

You can talk about what topics you’re going to cover and the more you give the better because the descriptions are going to help people know whether this book will help. 

The more keywords you’re creating, the more content you’re providing the more able Amazon is going to be able to link your book to the certain people who are searching for your book. Be wary of keyword stuffing. 

You don’t just need to keep typing, learn how to fish. 

Your outline you’ve created is already based on research, we’ve already created those topics because we know those topics are in the bestselling books. 

As long as you are just going through your outline and saying this is what I cover you’re already going to be hitting all those keywords.

Harms: Once you’ve got the description down into the paper or digital version we need to remind them of their problem once again. 

Remind them via a question, statement and just let them know that they have the problem and the solution is right here in this book as you can see in the description. 

That’s a good time to just summarise the description by reminding them what the original problem is because they may have got distracted.

Kyle: Point five is kind of a what are you waiting for question. 

You remind them this is the solution you’re looking for. 

Questions are really good here so you can have something like, if you could start fishing right now what would be stopping you? 

Something like that just to remind them that they have this problem and that they need to address this problem. 

That’s point number five and we finish off with six which is just a call to action. 

You want something like, scroll to the top to buy now we need to remind people how they make that purchase, so we’re bringing them home at this point.

Harms:That is critical, it’s sometimes frowned upon and looked in a bad way, is it overly salesy? 

All we’re doing is helping guide the person, helping their decision process. 

Because the Internet is extremely busy. 

We’re also helping the fact that they may not know what to do next. 

They simply may not realise that now is time to purchase a book or if I don’t get this book now is my problem ever going to be solved? 

It is helping them make the decision just reminding them in that moment that the next step is to scroll up, purchase the book and start doing it within your Kindle reader. 

It is massively important to give them that call to action and firm direction and that can be done very, it sounds counterintuitively but gently via the prompt. 

Once you have everything into those six steps you should have a nice 1,500, 2,000 words and the bulk using the outline of your book as leverage to expand on. There’s one other core piece which is the author bio so before we get into uploading all your details, let’s finally plug in that last bit of information which is author bio. 

How will somebody approach this?

Kyle: Most people approach this by talking about themselves which is the wrong thing to do. 

We need to again use this digital space to address the problem that the potential customer has, again everything comes back to what difficulty they are having now and how can we help them solve that. 

We can use our author bio to do exactly the same thing. 

We’re going to hook them based on their current problem and then tell them why as the author are the solution to the problem with this book.

Harms: Dr Ro has coined the turning point tale which talks about how you tell people about yourself in a snapshot, so it’s impactful. 

The best way to do this is a three-step approach. 

Approach number one is describing where you are now, describing it in the way ‘how does it feel’? 

What is life like for you? 

What are you up to? Those kinds of things need to go in the first part. 

This second part is just giving the listener a story on the fact that it was always sunshine and roses and the reality is most of us weren’t, we got to the place we are now, as part of that journey. 

Where were you before you embarked on this journey? 

The final part is this solution which allowed you to get to the place you are now. 

We painted the picture for where you are now. 

The reality is most people want to get there, they want to have that result as well within their life, then we will also want to let them know that it wasn’t always that way. i.e. you weren’t always at the top of the mountain automatically. 

You weren’t born with a silver spoon. 

That’s the reality of it. 

What we’re saying here is you started somewhere just like the person who is going to read this book, that’s the core message here. 

Then finally is what is the solution? 

Interestingly enough the solution is everything you’re going to describe to them within this book and that’s the power, that’s a powerful message.

The master and the skill behind this are being able to do that in one sentence, two sentences, three sentences or within a word count that Amazon allows.

 I credit Dr Ro for this formula. 

If you can use that formula in that simple way and put feeling behind it description, describe and paint pictures for people they will feel you as an author. 

You’ll have immediate credibility; you’ll hook them in the fact that you’ve got this remarkable story. 

All of us have this remarkable story within us, it doesn’t have to be as extreme as Corrie Donoghue in terms of football but you have that in your own expert industry.

Kyle: I think the problem a lot of people have or the mistake they make when they do an author bio is they focus on the first part of where I am now, so they’ll talk about their awards, accolades, how well they’re doing, how great life is, and that turns people off.

Harms: It’s shifting the mindset for me to them rather than me, me, me.

Kyle: When you see an author biography you assume you just talk about yourself. 

That’s the assumption so we can subvert that assumption, do something a bit more clever on Amazon by yes talking about ourselves and our story, but why it is relevant to the potential readers of our book. 

This is a great lesson in life and business in general, but we’re going to be applying it specifically for this author bio as another way to hook potential customers.

Uploading all your details

Harms: That leads us onto the next part, which is now uploading all this work we’ve done, the bio, category, cover. How do we upload it?

Kyle: It is pretty much a process of going through the KDP page and copy pasting everything from what you’ve written into the website and that’s pretty much it. 

The only thing I would say be careful of is if you do copy from word it will often copy over formatting, which may not display properly on the website, so maybe go through somewhere like a text editor or just clear that format. 

That’s a small technical deed. 

You’ve actually done all of the work and you have everything you need to go ahead and publish already.

Once you’ve copy pasted your biography, description you’ve uploaded your cover, you upload your manuscript, you’re good to go.

The publish button at the bottom is very tempting to just hit that button. 

You can press a button and within a matter of hours it will be on Amazon, which again, we don’t think about this, but that’s amazing. 

You can publish within seconds on Amazon. 

We’re not going to do it yet we’re going to ask you to hold off for a moment, because we’re going to talk about your launch strategy and marketing. 

How well your book does in the first couple weeks or days is going to be vitally important for how well it does overall. 

If you just press the publish button now yes it might get seen and purchased, but not as much as if we go through a more systematic and more thought out launch process.

Harms: As a business owner versus just doing this for the sake of I want to publish a book as I want to be an author, that’s not what we’re doing this for and hopefully that makes sense by following through the guide.

Kyle: From a business point of view you’ve created the asset, it’s done.

What you have learned so far:

• Best way to format your eBook
• Getting your cover your created
• Introduction to Kindle Direct Publishing
• Nailing the title, description, bio and more
• Get your eBook uploaded and published

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