Part 2: On Revenue and Publishing an E-book

Do you have any income streams that are generated by the site, and do you place any importance on revenue from the site?
We don't really care about revenue streams on the site per se, but we should. Sure, like most folks we have links to Amazon using affiliate links.

Also, I created an e-book based on the interviews that I conducted with about 20 usability and design people. We don't make much money in this way. It just isn't a priority yet, but I think it will be in the future. Revenue streams tend to be more constant, whereas our consulting is feast and famine. I'd like to have more of a balance. That should make sense.

What results have you had with your Interviews e-book?
I've sold about 1,000 copies of the interviews e-book. It was the best selling e-book at Fatbrain / MightyWords for about 3 weeks and many people have been very happy with it. It still sells quite well. Each month many more people buy it.

Here are two fun facts. First, all of the content in the e-book is freely available at WebWord. It is true! Further, I tell people that they can simply visit WebWord to get it all. In fact, here is a link to all of the WebWord Interviews. People still buy the e-book. That should tell you a thing or two about selling content.

Second, the secure PDF format that Fatbrain / MightyWords uses for the book stinks. The links that are in the e-book do not work and people have had problems opening it up. They still buy it! Many folks write me for help and I simply send them a giant file with all the content and I direct them back to the site. I add no security to this file and bend over backwards to help them with the e-book. I've tried to give people their money back but they won't take it. They tell me that they love the content and they deeply appreciate the attention and help. That should tell you something about service.

The funny thing is that I can tell people right now in this interview not to buy the e-book. But they will. People want to pay. When I say that the e-book costs US$3.95 that satisfies people. Price tags add value to the content that people crave. I suppose that people think that really good content should cost money. When quality content is given freely, they are puzzled.

My advice is simple. If you have good content, put a price tag on it and sell it. Set the price low and deliver very high value. It can work for you.

On that same vein, how did you decide where to publish your e-book, and how did you pick Mighty Words as the ultimate destination?
I did it on a whim. It was luck. I had no plan.

I created the e-book and gave it to them to sell just for fun. I did it because they have a deal where they give you half of the book's selling price, which in my case is US$3.95. Everyone is happy. It is a fair deal and they have made it easy for me to sell my content.

Do you plan to do any future publishing projects, and would you e-publish again?
I would certainly e-publish again. In fact, we are doing some research right now that we will be publishing in a couple of weeks. We are looking at email subject lines. We are asking some interesting questions: What subject lines entice people to read an email? What email will people immediately delete? What words are most effective in email subject lines?

I've also been slowly working on a few other topics. I'd like to write a regular dead tree book on the intersection of marketing and usability. A trusted colleague and I are trying to nail down our ideas. This is uncharted territory. It is wild and exciting.

How are the t-shirts and mugs selling? And how did you decide to market those items?
We sell very few t-shirts and mugs. But we don't care because we do not make any money by selling them! It is mainly a self-serving convenience. Basically, we use the store website to order our own materials to give to our users when we are done running sessions. We give users mugs, t-shirts, and money, and in return we get data. Here is our store.

Finally, what's your best advice in regard to marketing items beyond marketing the "content" of a website.
Marketing, like usability, is about understanding humans. Focus less on your content, your products, your services, and your website, and focus more on your friends, family, and customers. Strike up conversations with people. Talk about your work and your life and interact. Don't let the technology and marketing drag you into a black hole. Focus on humans. Learn to listen to them better. Think about how others will hear your words and how those words will change their lives.

Here is a core idea: Each time you interact with another person, you are literally transferring energy to them. Your voice, your actions, and your deeds all change the fabric of reality and alter the paths of those people around you. Think deeply about what kind of energy you want to transfer. Will it be positive or negative? Don't think I'm being all fluffy here, this is about profits. Once you fully understand the energy transfer concept, you will understand how to do marketing and usability, and you will develop better products and services.

To conclude, I strongly believe that every word and every ounce of energy you spend on other people will pay you back with a pound of value. Marketing is stupid. Usability is stupid. Technology is stupid. But people are not stupid. Focus on them. Help them! Treat your customers like potential friends. Don't go over the top, but make an effort to understand them. Transfer the right energy and get rich.

Thanks for the energizing interview, John!