| Profiting from the
Power of E-book and Incentive Design
by Roger C. Parker
$32 Million Dollar Author*
 Design
is as important as content, when preparing e-books and
web site incentives like White Papers, tip sheets, and
special reports.
Design adds value to your freely-distributed e-books
and incentives, and reduces returns and refunds from
e-books you sell.
Here are some of the reasons why:
1. Design pre-sells the importance of your
message
Design adds value by “packaging” your
words.
In the blink of an eye, design either enhances, or
diminishes, the value of your words.
Design reflects your care and your pride in your message.
It predisposes readers to respect your message, too.
Just as a gift packaged in a Tiffany’s box is
seen as more valuable than one that comes in a Wal*Mart
bag, design shows that you are proud of your message
and took the time to go First Class.
2. Design differentiates your message
Design sets your e-book or website incentive apart
from your competitor’s.
Design should reflect your image, the unique and consistent
way you handle layout, type, and color.
A consistent visual identity unites each of your publications
and creates an instantly identifiable “family
resemblance” that a “1+1=3” synergy
between your online and offline marketing.
3. Design ensures your words will be read
Your readers are in a hurry. They have more important
things to do than read your marketing materials.
In today’s time-starved environment, you have
to persuade your market to read your message. You have
to make your message as scannable, and as easy-to-read,
as possible.
Design techniques, like white space at page borders,
subheads set in a contrasting typeface, and extra line
spacing in the body copy, helps your publication project
an easy-to-read image that increases the likelihood
that readers will pay attention to your message.
4. Design saves you time
Effective design is efficient design.
Efficient design takes advantages of software features
like templates, text styles, and keyboard shortcuts
to make it as easy as possible for you to format your
publication.
The less time you have to spend formatting your words,
the more time you have available to proofread and fine-tune
them, increasing the power of your message.
Conclusion
Clearly, design is not a luxury! Rather, design is a
necessity if you want your words to receive the respect
they deserve.
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