Chris Garrett has been addicted to the Internet since 1994. Now he does it all: professional blogger, internet marketing consultant, industry pundit, writer, coach, speaker and self-described “web geek.” He has authored several physical books in addition to his many eBooks, including co-authoring ProBlogger: Secrets for Blogging Your Way to a Six-Figure Income with Darren Rowse.
Chris’ two free eBooks, Killer Flagship Content and Authority Alliances have been influencing bloggers and business people interested in new media for several years. Get them here.
(Note: The bold text is my emphasis.)
Which was your first eBook and when did it come out?
I can’t recall my first eBook(s), but they will have been called “whitepapers” at that time. My first paid eBooks are still doing the rounds, they were on really geeky, niche programming topics like programming “e-cards” and stuff! They were to generate leads for the advertising agency I worked for, or were driven by the programming questions people would ask me.
Killer Flagship Content was written to coincide with my chrisg.com blog launch in 2007. Prior to that I had written for other people, about photography etc., and only had a personal blog to my name in the new media and marketing space, so I used the free eBook to get attention. At the time it got additional notice because I was giving RSS subscribers access to the free eBook, up to then people would only give freebies to incentivize email opt-ins.
Authority Alliances was added in 2008. Someone asked me what I would do if I had to start over and it set me off writing a long article that turned into a series and then got so big I made it into an eBook.
How have both of those eBooks (or either) grown your business and reputation beyond building an email list?
It’s very much a long term strategy. In terms of building an email list I would have done things differently if that was my only goal. People are not searching for these topics, they are not demanding information about them, and they are far from the kind of things people feel they really want right now. My whole strategy is building a connection with a group of people who really want to hear what I have to say, who know, like and trust me. The content serves to give people something they can work with, and when they get results they come back to me for more. While this approach has constrained my growth in terms of numbers, it has built some pretty good relationships with my loyal readers.
What advice would you give people thinking of writing an eBook?
Get started while you have the enthusiasm and do not underestimate how much work is involved.
What has been the biggest benefit from writing an eBook(s)?
People reward you when you give them valuable advice. If you want people to trust that you have something to say, you have to prove it. It’s also great that people can take your content with them, and share it (if appropriate). This means your name spreads.
I just recently got back from a trip to Australia where Darren and I put together a workshop. The guy filming it came up to me and said “I just worked out where I know you from, your content won me SEO contracts!” Dozens of people have told me they have used the Killer Content ebook for writing work, and obviously there have been a few partnerships developed out of the Alliances ebook because that is what it is for. The thing that connects all of these things is people use the eBook or mind map or whatever to say “We should do *this*” then someone says “Yeah, let’s go ahead.” By using my content they are getting a third party endorsement, it is not just them saying it but some other consultant guy off the internet too 
Do you plan to write more in the future?
I’m always writing eBooks but more and more they are supplemental rather than the whole product.
Where do you draw the line between free and paid?
It depends what I am working on but in general I give away ideas, tips, inspiration, case studies, and so on, but I sell the tailored strategies or exact, meaty blueprints. Anything that requires “work” is not ideal to give away because people have not bought in so are unlikely to put in the required effort to get the benefits.
What do you say to people who hesitate to give away valuable content?
The more value that you put out the more comes back. Don’t hoard, set it free
Great stuff Kelly (and Chris!). What really resonates with me is drawing the line between free and paid. I think the way Chris put it is the clearest way to make the decision that I’ve seen yet.
Thanks!
Absolutely. Succinct and to the point.
I find it interesting that when it’s free, we’re less likely to “do the work,” one of the reasons I sold my first eBook instead of making it a freebie.
Great interview – especially when it’s my two favourite people
Chris’ Killer Content ebook is one of the first I ever downloaded, probably also one of the first to make me start subscribing to RSS feeds. I guess that means I’ve been following him for… 4 years now?