Extend Your Book’s Life With a Sales Letter
Judy Cullins c. 2004
Authors, publishers and business owners are great at getting their
books written and launched. But after the initial one-year honeymoon,
sales slow down. To counter this, make sure to let your audience
know about your book's benefits and how it can help them in their
lives. Keep your book alive and selling well for years when you
write a sales letter.
You can write your first sales letter in less than two hours. As
you practice, you will be able to write a short one in only one
What Every Sales Letter Needs to Pull Orders and Profits
1. Start the letter with a benefit-driven headline and include
Example: "Want a Quick and Easy way to Quadruple your Online
Income in Four Months?
If you answered, "Yes" to yourself, the headline succeeds,
because you will keep reading. If you said, "No, I don't believe
this, but I'm curious about where this is going," the headline
still succeeds. You win when your headline seduces your potential
customer to read on in your sales letter and finally to decide to
2. List the top five benefits of your book with bullets.
To define your top benefits start with a list of challenges your
client or customer wants solutions for. If you are not rock sure
of who your audience is and what they need, your sales copy wont
Essentially, you need to say how your book will make someone's
life easier or richer in time or money; how it will entertain or
inspire; how it will make readers be more successful, more attractive,
healthier; how it will help them feel better and avoid catastrophe,
sickness, or surgery.
Remember to highlight your book's ultimate benefit above the others.
This could be the opening headline. If you list more than five benefits
use the strongest three to five as your bullet points. Sprinkle
the rest throughout your copy.
3. Address your potential buyer's resistance.
Tell a background story about where your audience is NOW so they
will connect emotionally with your solutions. If your book is designed
for people who want to write, the sales letter should focus on the
fact that many people don't write books because they doubt that
their books will sell well enough to justify all the effort; they
worry that a book may not be significant enough, that writing it
will take too long and publishing it will cost too much; and besides,
they really aren't writers." One, by one, a good sales letter
will address a potential buyers major concerns.
4. Provide a quick overview of the books features.
One client wrote a book on ways to live a successful life. Her
top features included *a do-it-yourself approach, *real-life
coaching examples *mastering the art of moseying and
*practical tips and strategies that can immediately be implemented
into your everyday life.
Example: In this treasure chest you will....
Impact your letter more when you combine your best benefit with
a feature such as Balance work and home by mastering the joy
of moseying. While benefits sell and features explain, your
web or shorter email sales letter needs to mention features so your
potential buyer will know whats inside your book.
5. Sprinkle testimonials throughout your sales letter.
Since people who learn about your book are more likely to buy it
when they think other people already have, its important to
offer testimonials from experts in your field, relevant celebrities,
and satisfied users who have profited from your advice. Don't send
the whole book to people when you ask for testimonials. Just send
them a list of the benefits and phrases to make it easy to respond
as well as the title and introduction.
6. Offer your potential buyers three or four chances to buy.
They may have already decided to buy before encountering your sales
letter, so put "Buy Now" information near the top and
present more buying opportunities along the way after your list
of benefits, your summary of the books features, and your
7. End your sales letter with a 100% money-back guarantee.
When you offer an ironclad guarantee--"This product comes
with a 100% Money Back Guarantee. Read the book cover to cover,
and if the strategies don't work for you within 60 days, we'll cheerfully
refund your money, and you can keep the product too!-- people see
your book as valuable enough for you to put yourself on the line
for it. They will be more likely to buy and be satisfied with their
8. Share the downside of your book.
Being up front about your book's limitations can increase your
credibility and create empathy.
Example: "This e-book won't write the book for you, or even
get it published, but it will show you the steps and resources you
need to write compelling copy, finish fully and sell well."
9. Include your credentials.
Obviously, expertise is important. One author wrote a book on stress
and how it affects relationships. Her sales letter included I
interviewed 30 couples and included their answers to my what
do you do daily to keep your relationship alive and joyful? My 20
years background as a marriage and family therapist includes 10
years coaching, consulting and presenting 25 seminars a year.
Keep your book alive and selling well for years with a sales letter
emailed out and on your Web site.
For more information about book web marketing, promotion, and publicity click here.
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Book and Internet Marketing Coach, Judy Cullins, can help you build credibility and clients, sell a lot of books, and make maximum profits. Author of 11 books including Write your eBook or Other Short Book Fast and The Fast and Cheap Way to Explode Targeted Web Traffic" Get her free eBook"20 High Octane Book Writing and Marketing Tips" and two free monthly ezines at http://www.bookcoaching.com