People will download your eBook based on the strength of your topic, title, cover and landing page. This means the content can be average and you’ll still get the email address. 15 blank pages coming right up? Absolutely not.

Content marketing only works if you genuinely provide value. If you don’t, you will have wasted your prospects time and, if you have asked for an email address, also likely created a bad relationship from the start.

Your content needs to deliver on the promise of the cover and the title.

This does not mean the content has to be long. It does not have to uncover a secret. It does not need to be formal. In fact, it only needs to do one thing – deliver value to your perfect prospects.

We have eBooks that are simply a cover and a single template and they are genuinely valuable. We also have eBooks that took weeks to write in order to deliver value on a challenging topic. Either can be successful.

Understand what your prospect needs to solve their problem and deliver on it.

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