Given the fact that bonuses have been banned by regulators and spreads are becoming tighter and tighter, thus preventing brokers from competing on price alone, one of the most effective ways in which to increase your conversion rates and build loyalty is by providing your customers with added value, and the most successful way of delivering value is through educational materials. Publishing an educational E-Book is a great value for your marketing buck, but simply writing an e-book won’t magically improve your conversions. Here, we compile our 4 top tips for creating E-Books that convert:
Don’t write what you love. One of the first pieces of advice you may hear when you begin thinking about what to write about will be “write about what you love”. Well, I call it BS. Writing about what you love will appeal to you and while it is true that that love will shine through your words, you should be writing about what your audience loves. Figure out what your audience’s pain points are, why they want to invest in FX, what are their fears in doing so, what would make them say “yes” and then write about what they want to learn.
Solve problems. The captain of a vessel once had an issue in one of the turbines of the ship. He called several engineers and specialists, all of whom spent several hours attempting to fix the turbine, but to no avail. They each sent a bill for their time, even though they had been unsuccessful at fixing the problem and got paid for their efforts. Nearing desperation, the captain was referred to a specialist in this particular brand of turbine. Incredulous, the captain hired the specialist, who spent 5 minutes inside the engine room and successfully fixed the turbine. He proceeded to send a bill to the captain of the ship almost tripling the amount of money the others had charged. The captain, upset, called the specialist to dispute the bill thinking how could he pay so much money for just 5 minutes of the specialist’s time. The specialist quickly replied “It’s not about the time I spent, it’s about knowing how to solve the problem.” If you solve your customer’s problem, you are providing value that is worth beyond any amount of money.
Don’t over do it. We often believe that in order for a book to provide value, many trees (albeit virtual ones) have to be sacrificed. The truth is that as long as the information you provide can solve your audience’s problem, then 10, 20 or 50 pages at most will be worth it in the eyes of your customer. Too much information, can backfire, as it can make your e-book overwhelming and unappealing.
Demonstrate credibility. What makes you an authority in the subject you are speaking about? Why should readers believe what you have to share? Don’t be shy about sharing your credentials and what others have to say about you. Awards, client testimonials and endorsements are a great way to build up your reputation as a preamble to what you have to say.