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We've been disrespecting an ebook because we've been looking down on it.  We look at an ebook as a piece of data, a chunk of information, a place to store relevant thoughts and concepts.  That's a problem because we've been neglecting a great asset waiting to build our financial empire. 

What are you looking for when you want to hire your next employee? Their knowledge, their grasp of information, their years of experience, their level of education. Yes, all these parts are important in getting to know someone, but they are not indicative of the CHARACTER, or essence, of an employee.

So where do we look for the essence of someone?

Does it lie in their interests, in their mannerisms, in their cumulative list of good deeds? The answer is no. It is known that rating a person's actions for her deeds is destructive to understanding her character. Think of all the wonderful things that Hitler did for other people and yet, he still became the embodiment of evil because of his attitude and treatment of the Jews. So, basing character solely on actions and/or deeds is an inadequate measure.

Does it lie in their friends, in their social circles, in their genes, or in their family name? As you know from personal experience, the answer is NO.

Does it lie in their minds, in their intent, in their attitudes about life and the world around us? Hold on, before we dismiss this one, let's look a little deeper into it. What gives a person character? Is it her virtues or her mind? We must agree that our minds determine what we do and how we perceive the world. If we see hatred in the world, we only see the hatred in ourselves.

This is beginning to sound right to me, but we must go further to ensure this is the right choice. How do we go about measuring or finding the essence of a potential employee?

We look over their resume and call them in for an interview so we can talk face to face and see how they respond and behave in certain situations. We call in different employees (which represent different personalities and tests the interviewing employee's ability to adapt and interact with other personalities) and ask them to aid us in this interview. And after an hour or two, we know if we should hire this employee or not.

The same goes for an ebook, but we can't bring ourselves to think like this because we've been brainwashed for so long.

Here is how we think about ebooks right now.

We look at an ebook as a piece of data, a chunk of information, a place to store relevant thoughts and concepts. But that's a problem because we've been neglecting a great asset waiting to build our financial empire. To be honest, we've been disrespecting an ebook because we've been looking down on it.

Come on, tell me the truth about how you view an ebook? You think it's some lifeless form of electronic data that you open when you need information or when you require direction or focus.

However, I've discovered the appeal of an ebook comes from its humanity more than from its information. And what makes an ebook more human, more real to us? The same thing that makes our neighbors more real to us. Not character. Not values. And certainly not their minds, which for an ebook would be its information.

The key characteristic is PERSONALITY.

This is where we must learn to interview an ebook. Luckily, an ebook is not as complex as a human being and as such, an ebook only has four personalities and/or character traits. They are as follows:

entertain - physical
enlighten - spiritual
excite emotional
educate mental

Using these four personalities, you can figure out how best to deliver your ebook to your target audience.

Remember, you want one or two dominating personalities in the ebook, but you must have a little bit of each personality in your ebook to make it a COMPLETE and well-rounded human being.

For example, the following situations show the limitations of a shallow ebook:

- if your ebook is only entertaining, it will be read and enjoyed and forgotten by the time it takes someone to type in a contact's name and their phone number.

- if your ebook is all enlightening, it will only involve a very finite amount of people. come on, how many people want to read some deeply, mystically-moving and provocatively-metaphysical ebook? just from that description, aren't you tired? imagine what it's like reading the book.

- if your ebook is all exciting, it will be a quick read and it will connect to many of your readers. but because of this personality's deficiencies in other areas, your ebook will be prone to quick reads like someone reads blogs or people will whiz through it and finish it triumphantly. but when asked about it, they'll say it was a good read and when you ask what it was about, they'll be like...humm...it was about this guy...talking about ebooks...he said something about ebooks having 4 dimensions and he compared it to the bible some kinda way...

- if your ebook is all mental, it will be a slow and tedious read to absorb the deep intellectual symbolism of how its colors enriched the reading because they were synonymous with the color range of gamma rays. if this sounds a bit more complicated than you can handle, then you know what your first buyer's going to feel like. unless of course, your audience is physicists, mathematicians, or 30-year tenured college professors.

Then, how do we find a happy medium? easy, we bring in our best friend when dealing with these kind of projects.

We bring in. . . CONTRAST

Yep, that's right, our old buddy contrast is our best bet for finding balance. in the words of mr. miyagi, daniel san, go find balance! So we must go, because without balance, our books at best, will be mirrored reflections of some close-minded amateur.

And we don't want that...

How do we put contrast in our ebooks? I'm glad you asked because it's an important point to add within this ebook.

CONTRAST is what it sounds like...bringing balance between items that, at first, seem like opposites. in our case, we're not dealing with oppositional, but they are more like accomplices in building a more complete and powerful ebook.

For example, you want contrast because:
- too much entertainment is empty words that are fashioned to just "sound good"
- too much enlightenment can be a bit much for people who are looking for a good read, not a thesis paper
- too much excitement can cause many readers to overlook the important points of your ebook
- too much education may bore the reader from finishing your ebook

Therefore, familiarize yourself with an ebook's 4 core personalities and you will possess the tools to be hire employees on your team that will hold their weight and build your business.

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