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Article 159

Create a Sales Letter to Extend Your Book’s Life
Judy Cullins c. 2006

Speakers, coaches, professionals and other small businesses are great at getting their books written and launched. They want their targeted audience to know about their book so their visibility is strong.

But after the initial one-year honeymoon, sales and contacts slow down. To counter this make sure to let your audience know about your book's benefits and how it can help your them in their lives. Keep your book and business alive for years when you write a sales letter.

What Every Book Sales Letter Needs to Get the Most Visibility and Sales

So you can take that needed vacation, purchase a home, invest, or send your son or daughter to college.

1. Start the letter with a benefit-driven headline and include these headlines throughout.

For instance: "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 to discover your book's benefits and features along with some fine testimonials. If you don't give your web visitors enough reasons to make their buying decision, they will drift away to some other site.

2. List the top five benefits of your book in 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 won't work. 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.

Once you have identified the challenges your readers face, you can identify the book’s responses to these challenges as the benefits. Place these near the top of your sales letter.

Remember to highlight your book's ultimate benefit above the others. This one is usually the top headline of your letter. And if you list more than five benefits use the strongest three to five as your bullet points and sprinkle the rest throughout your copy.

3. Address your potential buyer's resistance.

Share a background story about where they are NOW so they will connect emotionally with your solutions. Since my book is designed for people who want to write, my sales letter focuses 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 buyer’s major concerns.

4. Provide a quick overview of the book’s 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. Include these below the important list of benefits. Remember, benefits sell. Features explain.

You can 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 do sell, your letter needs to mention features so your potential buyer will know what’s 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, it’s important to offer testimonials from experts in your field, relevant celebrities, and satisfied users who have profited from your advice. To learn the easy way to ask for these testimonials read reports, eBooks, or contact a book coach. You don't need to send the book for a testimonial.

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 book’s features, and your testimonials. Many visitors complain that the price is not clear early on. While some copywriting experts disagree, go with your knowledge of your audience and include that upfront if you like.

7. End your sales letter with a 100% money-back guarantee.

When you offer an iron-clad 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 purchase.

Don't worry about return rates. With sales in the thousands each month over five years, only one person asked for his money back referring to my guarantee. His return actually benefited me, because I needed to update a few pages of URL’s for Web book sellers. When I sent the free biyearly book update to former customers, they sent back many appreciative emails.

8. Share the downside of your book.

Being up front about limitations can increase your credibility and create empathy. One client refereed to his book as a start up motivation for sales managers. He shared that consulting and coaching could put the ideas into practice with top effectiveness.

9. Include your credentials.

Obviously, your experience and savvy 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.

Since you have written a book and want your audience to read its message, take some time to check and correct your web site sales copy as well as check out the number one way to get your targeted to your web site to buy your book. Remember, writing a book doesn't bring readers and visibility. Marketing, promotion, and publicity do.

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

(c)2008 Skills Unlimited Publishing.