Ed Zivkovic

If you ask 1000 Internet marketing experts this question, we will probably be reduced to two main formats which are the most widely used.

If you intend to make an eBook, the main thing to consider is the users who will be reading your eBook, or more specifically, the type of computer they use. In most cases, they will be using either a PC or a Mac. A PC uses an operating system called Windows while a Mac uses the Mac OS X.

As far as the end user is concerned, the PDF is perceived as a safer file to download because many viruses, scumware and adware are associated with executable applications.

When selecting an eBook format, it is important to consider both PC and Mac users.

2 eBook Formats

• Portable Document File - (.pdf)
• Executable Program - Application (.exe)

Portable Document File - PDF

A Portable Document File is the best eBook format as far as reach is concerned because the PDF format can be viewed by both PC and Mac machines. The computer cannot read the PDF all by itself. It needs a PDF Reader installed on the machine first. The PDF reader is called Adobe Reader which is available for Free.

Adobe reader usually comes pre-installed with many new computers today but it would not be fair to assume that all people have Adobe Reader installed on their machine. For this reason, eBook marketers usually put a notice on their web site which explains that their eBook requires the Free Adobe Reader.

PDF eBooks are easier to create because all you have to do is compose your work as a text file and convert it to PDF by clicking a button.

Executable Program

The Executable Program eBook is mostly viewed on the Windows Platform which means that Mac users cannot open the file unless they have special software installed on their machine which allows Windows programs to run.

The EXE eBook is a good choice if you are creating a multimedia eBook which contains video and audio. The format can be used to create excellent looking tutorial and instructional eBooks.

The EXE eBook format can also be used to create software applications like special types of calculators and generator programs.

Executable programs (.exe) can be distributed on their own or can be packaged with an installation routine. The installation routine will install the application on the users computer along with shortcuts from the Start Menu and Desktop.

Making Your Choice

While the PDF format has a wider reach of users, it does have some security issues. For example, if you sell your eBook and someone requests a refund, you will end up giving the refund but the user still gets to keep the eBook.

Not only that, there is nothing stopping people sharing the file around. Illegal and borderline illegal download sites are riddled with copyrighted eBooks.

Yes there are certain services that can wrap a secure layer on top of a PDF, but in my experience, it is pretty simple to extract the PDF from the so called security wrapper. All it takes is one person to unwrap the PDF and put it up on an illegal download site for all to download.

Having said all that, many Internet Marketing Experts and eBook publishers still prefer the PDF format because even complete novices can make professional looking documents quickly and easily. Not only that, this format is glorious for printing purposes.

It takes more work to produce an EXE eBook but some people prefer this format because they can install extra security features. For example, if someone asks for a refund, the eBook can be disabled because it has a unique number. This unique number gets branded to the users PC which also prevents the file being viewed on any other computer.

The EXE format allows you make shareware eBooks which are pre set to expire within a certain amount of time. When a user tries to open the book up after it has expired, the book can be set to display a "Splash Page" with instructions on how to pay for registration.

Internet Marketers who promote affiliate programs like the Executable format because it is easy to hide affiliate links. With the PDF format it is difficult hide affiliate links because link destinations are revealed when the mouse hovers over the link.

As far as the end user is concerned, the PDF is perceived as a safer file to download because many viruses, scumware and adware are associated with executable applications.

So Which Is The Best eBook Format

It all depends on what you want to accomplish.

For example, if your Internet Marketing Strategy is to generate Free web site traffic with viral eBooks, you would choose the PDF format because you want people to share your eBook around.

If your intention is to use a Free eBook as an inducement for people to sign up on your Squeeze Page, then the PDF format would be a wise choice.

If you are making an instructional multimedia eBook with video and audio, then you should seriously consider the EXE format.

If you are going to sell your eBook and you have strong feelings about people sharing your eBook with others or ripping you off with refunds, then the EXE format should be considered.

The best eBook format depends on the Internet marketing strategies you are using and are going to use in the future. There is not a right or wrong answer. The best format is selected based on a particular purpose.

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