How to create an ebook and sell it: The process explained

Ebooks are digital books designed for reading on electronic devices, which makes them convenient, accessible, and cost-effective.

These benefits, along with the increasing interest in eco-friendly alternatives to print media, potentially contribute to the ebook market’s steady revenue growth.

In this step-by-step guide, we cover everything from identifying your topic to marketing to help you successfully publish and sell your first professional quality ebook.

1. Plan your ebook topic and audience

Creating ebooks should start by identifying the target audience. Understanding who they are and what they want helps you create an ebook that provides real value and solves their specific problems.

For example, if you’re an expert in personal finance and want to share your experience and knowledge of money management, defining your audience simply as “finance enthusiasts” won’t do.

You need to be specific. Are you writing for households looking to start investing, freelancers who need tips for managing inconsistent income, or young professionals struggling with budgeting?

Once you’ve narrowed down your target audience, confirm that there’s demand for the topic that you want to write about. Here are some ways to do this.

Keyword research

Let’s say you want to help households manage their finances or grow their wealth. You can use free keyword research tools such as Google Trends, WordStream, and AnswerThePublic to find trending topics and common search queries and then center your content around them.

Search for keywords such as “how to start investing as a family” or “how to save for retirement with kids” to gauge demand. If these searches show consistent search volume or a steady number of searches over time, it’s a strong sign that your topic has potential.

You can also explore social media and discussion platforms like Reddit and Quora to see what questions people are frequently asking about your topic.

If the same questions appear repeatedly, it suggests strong interest, as people are actively seeking answers but may not have found a comprehensive resource yet.

Competitor analysis

Research ebooks covering the same topic as yours to find out how they’re selling and how many reviews they have. High sales and a large number of reviews indicate interest. However, they can also mean the topic is already well-covered. To stand out, analyze your competitors to identify gaps. There may be unanswered questions or unique angles that they haven’t addressed that you can find by going through the reviews.

Pre-selling

Another way to validate your topic is by pre-selling. Pre-selling helps test demand before you invest too much time into writing.

Share a summary of your ebook’s content and offer a discount for those who pre-order. If people are willing to pay upfront, you know you’re on the right track.

But if only a few people sign up, take it as a sign to refine your topic, adjust your messaging, or improve how you’re promoting it.

Surveying potential readers

If you have an email list, send a short survey using Google Forms to measure interest. Offer a small incentive to encourage participation, such as a free workbook that complements your ebook. For example, if you’re planning to write about self-improvement, you can offer a printable habit tracker that aligns well with the strategies in your ebook.

You can also turn to your network for help. Ask friends, family, or colleagues who fit your target audience or know someone who does if they’d find the topic valuable.

Share your survey in relevant online communities, social media groups, or forums where potential readers engage, such as r/selfimprovement and r/mindfulness on Reddit. If you’re targeting professionals, you can search and join personal development groups on LinkedIn.

2. Write compelling content for your ebook

In order to sell, your ebook needs to evoke interest and attention. Let’s see what it is that makes content compelling, how to structure it effectively, and how to ensure it’s authoritative and impactful.

What makes content compelling

Compelling content provides value to readers. It answers their questions, solves their problems, and inspires them to take action. Here are the key traits of good ebook content:

• Relevance. Build on the research you’ve already done. The groundwork, such as competitor analysis, ensures your ebook answers key questions and fills gaps in existing content. For example, analyzing competitor book reviews in the early stages can reveal what readers appreciate and what they feel is missing. 
• Clarity. The best content is easy to understand. Avoid jargon, overly complex language, or complicated explanations. Your goal is to make the information digestible and accessible, even for those unfamiliar with the topic. 
• Engagement. Mix in storytelling, anecdotes, and real-life examples. This not only humanizes the material but also helps readers connect emotionally with the content. Readers are more likely to remember stories and experiences than dry facts.
• Actionability. Compelling content provides actionable advice that makes it easy for readers to practice what they’ve learned. The more specific and practical your guidance, the more likely readers are to apply it in their own lives. 

How to structure your content effectively

A well-structured ebook ensures that readers can easily follow your ideas, absorb key takeaways, and stay engaged from start to finish.

• Start with a clear outline. Organize your content into clear chapters. Each chapter should build upon the previous one, guiding readers from the basics to more advanced concepts. 
• Introduce key concepts early. Lay the groundwork in the opening chapters. These sections should introduce the primary concepts in simple terms, preparing readers for more complex material later in the ebook. A well-structured beginning sets the stage for the rest of the content and keeps the reader engaged from the start.
• Break content into sections. Avoid overwhelming the reader by dividing your content into manageable chunks. Short chapters or sub-sections within chapters allow readers to digest one idea at a time. This also helps with readability, as no one wants to face long, dense paragraphs of text. 
• Add interactive elements. If appropriate, include activities, prompts, or reflection exercises to engage the reader actively. This interaction not only helps them absorb the material but also increases their investment in the content.

How to make your ebook authoritative

Readers are more likely to value and act on content from a knowledgeable, reliable source. Here’s how to make your ebook authoritative.

• Back up claims with research. Readers expect accuracy. Ensure that any claims or data you present are backed by research, reputable sources, or real-life examples. When you provide references or cite studies, you enhance your credibility and build trust with your audience.

• Share personal experience. While research is essential, your personal experiences and insights make your ebook unique. Whether it’s your own journey, a case study, or a relevant story, sharing these will make your content more relatable and help you connect with your readers on a deeper level.
• Write with confidence. Use assertive language that reflects your expertise, and don’t shy away from presenting strong opinions when necessary. Readers will respect your ability to take a clear stance and present your ideas with authority.
• Address objections. An authoritative ebook anticipates questions and objections. As you present your ideas, acknowledge potential doubts and address them head-on. This demonstrates that you understand your topic in depth and have thought through all aspects of the issue.

How to optimize your writing process

If you already have blogs, social media posts, or YouTube videos related to your topic, do an audit to identify high-performing pieces. Repurpose these by expanding on key points, restructuring them into chapters, or combining related content into a more in-depth section.

Doing this saves you time and effort. You can be confident that your content is compelling since these pieces have already captured people’s attention.

To further help with writing, use ChatGPT, Perplexity, or Writesonic. They can refine your outline, improve wording, and generate new ideas quickly.

These AI tools boost productivity, but they do have limitations, such as potential factual errors and lack of originality.

That’s why it’s important to review, personalize, and fact-check AI-generated content to ensure authenticity, accuracy, and originality. AI should enhance your writing process, not replace your expertise and unique perspective.

3. Use a consistent style guide

To maintain a professional and cohesive look, follow these steps:

• Use readable font styles. Select a consistent font and size for your body text and headings that are easy to read on Kindle readers or mobile devices. 
• Standardize formatting. Set consistent paragraph spacing, bullet points, and text alignment to create a polished and uniform design. Consistency in these elements helps maintain readability.
• Decide on a structured format for your chapters. Decide whether each chapter will start with a number, a quote, or an illustration to improve navigation and readability.
• Follow a recognized style guide. Use AP style for journalistic and business writing, MLA for academic and literary works, or The Chicago Manual of Style for professional publications and nonfiction books. 

4. Design a visually appealing ebook

Despite the popular phrase about judging a book by its cover, studies show that 57% of people actually purchase books based solely on the cover.

Even if your ebook is thoroughly researched and well-written, if people don’t like the way it looks, it will be hard to sell.

To ensure the visual appeal, use high-quality images or graphics that reflect your ebook’s subject, a clear and readable title with contrasting colors, and a design that aligns with the ebook’s tone and genre.

For example, a minimalist design may work well for an ebook about starting a business, while a bold, vibrant cover may be more suitable for a self-help ebook.

It’s also important to ensure that the cover looks good both full size and as a thumbnail, as many readers browse ebooks on small screens.

Even if you’re not much of a designer, you can find free and customizable ebook cover templates on online graphic design platforms like Canva.

That said, if you want to effectively communicate your ebook’s genre and subject, and if your budget allows it, consider hiring a skilled graphic designer to create a custom cover that resonates with your target audience.

Beyond the cover, consider incorporating visuals throughout your ebook. Use relevant images, infographics, or branded elements to break up text-heavy sections.

5. Choose the right ebook format

Selecting the right ebook format depends on where you plan to publish, how your audience will read it, and the type of content you’re offering.

Each format has its own strengths that make it suitable for different use cases.

• PDF. Use the Portable Document Format if your ebook needs to maintain a fixed layout, such as illustration-heavy content. It’s widely compatible with computers, tablets, and smartphones, but it does not adjust to different screen sizes, making it less ideal for ebook readers like Kindle.
• EPUB. Unlike PDF, EPUB automatically adjusts to fit different screen sizes, making it ideal for fiction, nonfiction, and educational books. It’s the most versatile format, making it the best choice for wide distribution across multiple platforms.
• MOBI. Best for authors publishing exclusively on Kindle readers. It’s ideal for text-heavy books like novels and non-fiction.

While you may prioritize one format based on your primary distribution platform, offering multiple formats can help you reach a wider audience.

6. Proofread and edit your ebook

Once you’re done writing content and converting it to the appropriate format, it’s time to thoroughly review your ebook for grammar, clarity, and structure to ensure high quality.

Spelling, punctuation, and formatting mistakes can hurt your credibility and disrupt the reader’s experience.

Carefully proofread your ebook multiple times, focusing on different aspects at a time.

Tools like Grammarly, ProWritingAid, or Hemingway Editor can help you catch errors.

Beyond typos, pay attention to sentence structure and flow. Ensure paragraphs are logically organized, transitions between sections are smooth, and technical terms or complex ideas are clearly explained.

If you have the resources, hire a professional editor. If that’s not an option, ask a trusted friend or colleague for feedback. External insights can help identify areas that may be unclear or need improvement.

7. How to sell an ebook

Now that your ebook is ready, it’s time to publish and share it with your audience. You can choose between traditional publishing and self-publishing.

Traditional publishing refers to working with an established publishing house which provides professional editing, marketing, and distribution.

Self-publishing, on the other hand, allows you to publish your own material on ebook selling platforms like Amazon Kindle Direct Publishing, Apple Books, and Kobo Writing Life, but you’ll handle formatting, design and promotion yourself.

Publish and upload your ebook

Self-publishing allows you to distribute your book to a global audience.

While each platform has its own publishing process, the general steps include:

• Creating and verifying your account on your chosen platform.
• Providing your bank details to set up royalty payments.
• Setting up your ebook details, including title, description, and categories.

You also have the option of selling your ebook directly from your own website. And just because you don’t have a website (yet!) doesn’t mean this option is not for you.

Hostinger Website Builder simplifies the process of creating a professional website to showcase, promote, and sell your ebook.

With customizable templates, you can build a dedicated landing page that simplifies the purchase. Add links to your social media profiles and create an engaging author page to promote future releases.

The platform also includes built-in search engine optimization (SEO) tools to enhance your site’s visibility in search results, helping attract more readers to your ebook.

A recent enhancement allows you to add multiple links for digital products instead of uploading files directly. This means you can host your ebook on platforms like Google Drive, Dropbox, or OneDrive and provide secure download links to customers. This feature is especially useful if you:

• Offer multiple ebook formats so readers can choose the best option for their device.
• Manage large files without slowing down your website’s performance.
• Include bonus content like worksheets, guides, or exclusive resources.

In addition to publishing platforms and your own website, listing your ebook on online marketplaces can expand your reach.

Platforms like Gumroad, Etsy, and Ko-fi allow you to sell directly to your audience, providing built-in payment processing and basic analytics tools.

By selling on multiple platforms, you increase your ebook’s visibility and open up more opportunities to grow your readership and income.

Pros and cons of self-publishing

Here’s a breakdown of the advantages and disadvantages of self-publishing your own ebook to help you decide if it’s the right move for you.

Pros:

• Faster time-to-market. Self-publishing lets you sell your ebook within weeks instead of waiting months for a traditional publisher. Once your ebook is ready, you can instantly upload it to your preferred platform.
• Full control. Unlike traditional publishing, where editors and publishers influence content, design, and pricing, self-publishing gives you full control over every aspect of your ebook creation.
• Higher royalties. Traditional publishers typically offer around 10% in royalties, while self-published authors can earn between 35% and 75%, depending on the platform. Keeping a larger share of your ebook sales makes self-publishing a potentially more profitable option.
• Self-investment: Self-publishing is an investment in your brand. A well-written ebook can position you as an authority in your niche, generate passive income, and open doors to speaking engagements, consulting, or future book deals. 

Cons:

• Upfront costs. Unlike traditional publishing, where the publisher covers editing, cover design, and marketing, self-publishing requires an upfront investment. While you can do all these by yourself, hiring professionals enhances quality and credibility.
• Stigma. Despite the growing success of self-published authors, some readers still view self-publishing as lower quality. Overcoming this stigma requires professional editing, strong design, and strategic branding to compete with traditionally published books.
• High competition. With over 2.6 million self-published books released in 2023 alone, the market is highly saturated. To stand out, you need a solid marketing strategy, audience engagement, and a unique selling point. 

Market and promote your ebook

Market your ebook anywhere your audience is. Use social media, email marketing, paid ads, and influencer or affiliate marketing to drive traffic and boost sales.

Social media

Social media platforms allow you to build awareness, engage with your audience, and drive sales through different content formats. Here are some ideas:

• Instagram and TikTok. Post short videos or reels showing behind-the-scenes clips of your writing process, cover reveals, or quick takeaways from your ebook.
• Facebook and LinkedIn. Share longer posts, testimonials, and success stories related to your ebook’s topic. For example, if your book is about freelancing, post a case study on LinkedIn about how a freelancer increased their income using strategies from your ebook.
• X. Share short, engaging tweets with quotes, facts, or questions to spark discussions. For instance, if you published a nutrition ebook, you can tweet, “What’s the best meal-prep hack you’ve learned? Here’s mine from my new ebook. #MealPrep #HealthyEating’.”
  

Email marketing

Email marketing allows for direct communication with your audience and remains one of the most effective ways to drive ebook sales.

Authors who consistently use email marketing have seen up to a 50% increase in book sales compared to those who don’t.

Start by building and nurturing an email list through a lead magnet. A lead magnet is a free resource you offer in exchange for a reader’s email address. This can be a free chapter from your ebook, a checklist, or a limited-time discount. Once you have a subscriber list, send pre-launch updates to generate excitement.

Tease your audience with sneak peeks, testimonials, or exclusive discounts before the launch. If you’re a fiction writer, consider a “Meet the Characters” email to introduce key figures from your ebook.

An automated sales funnel can further streamline your marketing efforts. Set up a sequence of emails that nurtures subscribers and gradually guides them toward purchasing your ebook.

For example, start with a welcome email offering a freebie, followed by a personal story related to your ebook’s topic, and finally, a special launch discount.

Using a structured email sequence keeps potential buyers engaged and significantly increases the chances of converting subscribers into customers.

SEO

Search engine optimization (SEO) is crucial for driving organic traffic to your ebook, whether you sell it on your website, a self-publishing platform, or a digital marketplace.

Keyword research is essential for all three, helping your ebook rank higher in search results and reach more readers.

Optimizing your title, description, and meta tags with clear, keyword-rich language increases visibility and ensures your ebook appears in relevant searches.

On your own website, you can go beyond keyword optimization and implement additional SEO strategies to drive even more traffic.

One of the most effective methods is publishing blog posts related to your ebook. Creating content that naturally promotes your book attracts readers and improves search rankings.

For example, if your ebook is about productivity, writing a blog post like “5 Productivity Hacks from My New Ebook” with a link to purchase can directly drive traffic to your sales page.

Online communities

Engaging in online communities allows you to provide value while subtly positioning yourself as an industry expert.

Use Quora and Reddit to answer questions related to your ebook’s topic and naturally reference your book when relevant.

For example, if your ebook is about managing anxiety, respond to a question like “What are some practical ways to reduce anxiety in daily life?” by offering helpful advice and mentioning that your book provides a deeper dive into effective strategies.

You can also join Facebook and LinkedIn groups to engage in discussions related to mental health and well-being. Share insights, respond to posts, and provide valuable resources.

If your ebook covers stress management techniques, consider posting a thought-provoking question like “What’s one small habit that helps you manage stress daily?” to encourage discussion and position your book as a helpful resource.

Paid ads

If you have the budget and knowledge to run paid ads, this can be an effective way to accelerate visibility by targeting people actively searching for ebooks like yours.

Different advertising platforms offer unique advantages, allowing you to reach the right audience where they are most likely to engage.

Facebook and Instagram ads help you target specific demographics based on interests, behaviors, and purchasing habits.

Amazon Ads make your book more visible by placing it in Amazon search results and Kindle recommendations.

Google Ads capture search intent, ensuring your book appears in relevant queries when potential buyers are looking for information on your subject, and if you decide to build your website with Hostinger Website Builder, the integrated Google Ads app will make this super simple.

Paid advertising can be a powerful tool for reaching readers already interested in your ebook’s topic.

Influencer and affiliate marketing

Leveraging influencers and affiliate marketers can significantly increase your book’s visibility and reach a wider audience.

Offer a free copy to YouTubers, podcasters, and bloggers in your niche and ask them to review or discuss your book on their platforms. Their audience already trusts their recommendations, making this a powerful way to drive interest and sales.

You can also set up an affiliate program, enabling others to earn a commission by promoting your book.

For example, offering a 20% commission per sale gives affiliate marketers an incentive to share your ebook with their audience, helping you generate more sales while expanding your reach.

Video: How to Write and Sell Ebooks Online Like a Pro: Step-By-Step Guide

To further help you write and sell your ebook, here’s a video that provides a step-by-step guide to the entire process.

8. Track, analyze, and optimize sales

Tracking your ebook’s sales is essential for understanding its financial performance and refining your marketing strategies.

Publishing platforms provide built-in dashboards that offer insights into units sold, royalties earned, and overall sales trends.

If you’re selling directly from your own website, Google Analytics can track traffic sources, conversion rates, and customer behavior, giving you a clear understanding of where your audience is coming from.

It can also monitor bounce rates and shopping cart abandonment, helping you identify weak points in your sales funnel that may need optimization.

Beyond tracking sales, it’s crucial to analyze your marketing efforts to determine which channels are driving the most conversions.

Social media, paid ads, and promotional campaigns all contribute to your ebook’s performance, but some may be more effective than others.

Using urchin tracking module (UTM) parameters, a tracking code added to URLs, helps you see exactly where your ebook traffic and sales come from. For example, if Facebook ads are outperforming Google ads, you can adjust your ad spend to maximize conversions.

Examining the buyer journey also helps uncover potential bottlenecks that prevent readers from completing a sale. If visitors land on your sales page but don’t buy, refining pricing, testimonials, or your call-to-action can improve conversion rates.

By tracking these insights, you are not just optimizing ebook sales. You are also gaining valuable audience data that can lead to bigger opportunities.

This information can help you expand beyond ebooks into high-value digital products like online courses, coaching programs, or exclusive memberships.

9. Ethical considerations

Copyright laws protect authors by granting them exclusive rights over their original work, including reproduction, distribution, and adaptation.

When publishing an ebook, it’s essential to ensure that all content, including text, images, charts, or third-party material, is either original, properly licensed, or falls under fair use.

Using copyrighted material without permission, even a small portion, can lead to legal issues, as copyright laws apply as strictly to digital books as they do to printed ones.

To avoid copyright infringement, always check whether the content you’re using is public domain or requires explicit permission.

For example, some government resources may be free to use, but others require attribution. If you’re quoting another author, using an image, or incorporating research data, make sure you have the right to do so. Even when content is publicly available online, that doesn’t mean it’s free to use.

It’s not just about protecting others’ rights. You should also safeguard your own work. Registering your own ebook with the U.S. Copyright Office or relevant authorities in your country provides legal proof of ownership, which is crucial in case of unauthorized use.

Digital Rights Management (DRM) tools like Digify can help prevent piracy and unauthorized sharing by restricting how your ebook is accessed.

If you’re unsure about copyright laws, resources like the U.S. Copyright Office website or intellectual property legal guides can help you understand the basics.

Consulting a copyright expert is also advisable if your ebook includes multiple sources or complex licensing requirements.

Staying informed about copyright laws and ethical publishing practices helps protect your work while ensuring compliance with intellectual property rights.

10. Why writing an ebook is a smart move for your business and brand

According to Statista, the ebook market revenue in the U.S. is projected to reach $5.38 billion in 2025 and grow to $5.45 billion by 2029.

This suggests an opportunity for aspiring entrepreneurs, side hustlers, and digital product creators to make money online with ebooks.

Publishing an ebook is a strategic move that can significantly enhance your business and brand. It serves as a powerful marketing tool to establish authority, expand reach, and potentially generate income.

Establishing authority and building trust

Writing an ebook adds credibility to your business, positioning you as an expert in your field.

A well-researched, informative ebook shows your potential customers that you understand their challenges and can offer valuable solutions.

For instance, Dave Ramsey, a personal finance expert, has built a massive audience through books like The Total Money Makeover and Financial Peace.

His ebooks provide actionable strategies for debt management, budgeting, and wealth-building, making him one of the most recognized voices in personal finance.

Expanding your reach and audience

An ebook helps increase visibility by allowing you to promote it across multiple channels.

Unlike short-form content, an ebook serves as a long-term marketing asset, continuously attracting new readers interested in your niche.

Many businesses use ebooks as lead magnets, offering them in exchange for an email address.

As more people download and share your ebook, your reach expands organically, bringing in a steady flow of potential customers who are already engaged with your topic.

Creating passive income and monetizing your knowledge

If your book is well-written and provides unique insights, it can continue generating revenue long after you’ve written it.

Beyond direct sales, an ebook can be repurposed into other revenue-generating products. You can turn it into an online course with video lessons, worksheets, and interactive elements.

You can also offer coaching or consulting based on the expertise covered in your book.

Conclusion

Writing an ebook starts with understanding your audience and choosing a topic that provides real value.

Thorough research, a structured outline, and a compelling writing style ensure your content is engaging and informative.

Formatting, proofreading, and a visually appealing design further enhance readability, making your ebook professional and polished.

Once your ebook is ready, selling it effectively requires the right publishing strategy.

• Decide how to publish your ebook. You can self-publish or use an established publishing house. Each option has its pros and cons, so choose one that best suits your goals. 

• Optimize your sales and marketing efforts. Using various marketing strategies such as SEO, email marketing, and social media to expand your ebook’s reach.
• Track performance and refine strategies. Regularly monitor engagement and sales to adjust your marketing efforts for continued growth.
• Leverage your ebook for long-term business success. Beyond sales, an ebook positions you as an authority, builds trust with your audience, and opens opportunities for additional income streams like courses, coaching, or consulting. 

How to create an ebook and sell it FAQ