Isn't distributing your ebook as a simple pdf an invitation for people who don't want to pay for it to copy and circulate it for free? How do you get around this?
Write a bit of code that automatically inserts a footer on every page with details of who bought it.
"this is The personal copy of Tom Wainworth - tom@wainworth.eu"
To Thomas Fuchs: How would you modify your tips for those publishing non-fiction e-books? I work for a company that publishes non-fiction in the major digital marketplaces, and we're doing fine right now. One of the major perks that we see with using these marketplaces (ex: Kindle) is that they provide perks which we could not provide had we been selling e-books ourselves and asking our customers to sideload content…
This is advice for non-fiction ebooks. :) The most important thing really is to learn how to do marketing right. It's not that hard at all and will yield great results.