Top 7 Ways to Give People a Reason to Buy your
Book or Service
Judy Cullins c. 2006
Overcome lackluster copy and lack of book or package sales
by using the passion approach. Announcements on your web
site or in your email promotion , such as "Here's my product!"
do not work. Sure, you put a picture up and maybe
a list of features. What's the promise? Where's the benefits?
How will your potential buyer's life be better by obtaining your
product? How does a picture or list of features compel your
prospective buyer to buy? The consequence? You miss many
Write compelling, emotional copy to inspire people to buy
your unique, wonderful creation--your book. If you offer
a service, be sure to write a sales letter that pulls your reader to buy.
Use these powerful online promotion techniques:
1. Include your signature box on every email you send out.
Your signature or resource box, usually 4-6 lines, is your
billboard to let people know who you are, the benefits they
will receive, and what expertise and products you have to
assist them. Without it or with a lackluster one of just your
name and contact information, you are guaranteed no action
that leads to connecting with you, better yet-- sales.
If you don't include your hook to get their email address,
you have missed building your data base and subscriber lists
Your signature box is more important than your article, email,
or ezine's message. Be sure to put some thought and time into
it. Be willing to edit it at least 5 times. You want more than just
your name and contact information. Remember your resource
box is a call to action. Write it so your reader takes action--
either to send an email, phone you, or visit your web site.
Once you get a reaction, it's up to you to make the next
communication powerful and convincing. It's a good idea to
have your sizzling headline and ad copy written out for phone
and email responses. Even if you don't have a web site, you
need to have compelling headlines and sales letters ready.
Take advantage of ecommerce. Main to your list your short sales letters.If you send an email, be sure you include more specific
benefits and features in your sales letters. For instance, "Quadruple your web sales in less than five months
through submitting free articles to ezine directories."
When potential buyers visit your web site be sure your home
page has marketing pizzazz with benefit-driven headlines.
Click here http://www.bookcoaching.com/
Include your signature or resource box at the bottom of each
article, business communication, and ezine you send out. Use
a separator such as ===== at the bottom of your message
just before your signature. You will also have your web bio ready when you submit your articles to high-traffic web sites.
Signature Box Examples and Feedback.
Here's a sample listed at the bottom of a submitted article.
Person's name-- retired from a 30-year sales career is now a
Sales Consultant. I recently wrote a manual for small business
owners titled, "How to Build your Small Business Fast with
Free Articles," and several other publications to help small
businesses grow and prosper. For more information…
mailto: [email protected] host. Phone: xxx- xxx-xxx .Or Write:
Name and PO Box.
Book Coach's Feedback:
This signature box is all about the author, and not about his customers' needs. We don't care if he is retired. Just one line of his name followed by his title "sales consultant" is enough. Always write with "you" in mind (your customers).The second line could be the title of his manual. I wonder is it e or print?
One benefit is "fast," but I want more. Will he help me build
credibility? More customers? The feature is "free articles,"
which when added to the benefit is strong. It's good he
included his audience in his manual title, so his customers are
He includes information to stay in touch with him: an email
address, phone, and address. I'd say his next step is to get a
domain name. There he'll need a sales letter with compelling headlines and testimonials. Notice he didn't offer anything for free to snag the all-important potential customer email addresses.
Author's Tip: Feature one special offer in each signature box.
Include your toll-free and local phone number so out-of-country people can talk to you.
2. Make ecommerce work. That means you send out free tips and other information to help your audience. You don't sell in each email. You merely want to keep your name of your potential buyers' lips. Alternate a sales message and links to buy your books, products or services.
One example is the blurb on teleclasses. The free report
entitled "Teleclasses: Raise your Credibility and Profits"
went out to thousands in the data base. Then the author included a headline to pull readers to click on the link leading them to her
newest teleclass on article marketing.
3. Use "Passion Copywriting" rather than the "plain" approach
on your web site home page. Without this effort you will
waste all that web planning and creating time. Even worse,
you may waste the money you paid to upload your information before you gave it a marketing eye.
If you are like many professionals out there, you know your
subject, you are an expert speaker or coach in your field, are
even passionate about it. But, you may not know how to tell
people about your services and products to get them to buy
because…(you fill in the blank with your reasons).
Visiting many web sites, your coach has noticed long, long paragraphs and flat product descriptions. You have only 8-10 seconds to capture your visitor's attention. Make every word count.
Write dazzling home-page copy ( with benefit-driven headlines) that gives your customers a reason to click onto your links leading to your products or services. After they "click here," you need to have your sales letter ready with bulleted benefits to give them a reason to buy. This is a common mistake of first web sites. After you check out coaches and consultants to mentor you, you'll realize a great sales letter is 1/3 of the marketing machine that brings you ongoing big sales.
Serving up plain, flat copy when your visitors want passion,
wastes all the effort and time you put into your product. Remember, your visitors will always say, "So what? Why should I buy this? What's in it for me?"
Since incorporating "passion copywriting," my second web site
sales jumped from $75 in August to over $2265 in three months.
After a year, much more. Then, to up level even better, the
next web site, completed in July 2006, sales recorded were over $9500 a month.
The message? You may need to change your web site if it isn't bringing you all the sales you want. Over time you can automate your orders and virtual deliveries. This saves a lot of time taking orders over the phone. Naturally you keep a phone line for the non-techie buyers.
Author's Tip: Place the most important message in the top half
of your web site home page. Make sure you use the Passion
Since the new site went up, sign ups for the two free ezines have tripled.
Tip: Think about developing a web site folder that contains the parts. Your list of benefits and features, four-ten testimonials for each product or service, and your sales letter draft.
Put yourself in your buyer's shoes. For each book, product or service, write as many benefits you can think of. Benefits include helping people make more money, develop more confidence, create better relationships, or learn a particular skill.
List your product's features such as tips, charts, number of
pages, and how-tos for each product or service.
Later, transform the benefit into a "passion" statement placed
in the top half of your web site home page. For instance, "Design Every Part of your Book For More Sales."
Add a link that takes your visitor to the sales page, product page and order form. This technique sells far more products than hard-to-read onscreen information about you and your company. One of the biggest mistakes web site owners make for books is they include their long table of contents. Unless it mentions benefits for reading the chapters, who cares? Always think what's in it for my potential buyer?
Make all your copy short and punchy, and avoid large
graphics. Visitors get discouraged at the slow loading time
and may leave. Remember your web site's purpose! Tp attract people back again and again. And to eventually sell
products and services! Are you making it easy for your
customers to buy?
Avoid large doses of red, which can overpower, even bring
suspicion to some of your visitors. Remember your visitors are
visual and emotional. Everything on your site should appeal to
4. Sell more products and services with testimonials.
My ezine subscribers to "The Book Coach Says…" doubled
in one month when I added a short testimonial from author of
The Self-Publishing Manual and self-publishing guru, Dan
Poynter: "Book writing and marketing nuts and bolts--
Definitely worth your time."
If you offer a service, include client testimonials. Place them in
your ezine and your Web site right before you list your
When you send out a free article include a testimonial about
your free articles right above the article. Those rave reviews
may be just the thing to get people to read on, and even
download your article to share with other high traffic web sites and ezine directories who get thousands of daily visitors who want the free information. These visitors will notice your signature file and come to your site looking for more free content. Give it to them so they will trust you and finally spend money with you.
On your products ordering page you can include a testimonial from the "rich and famous." Testimonials anywhere on your site help sales.
5. Convince your web visitors to return often.
You don't win your visitors' trust right away. It may take from
4-7 visits before they buy.
Upload new, original, and useful content often. On every page
put a notice: Bookmark our site. We update material weekly.
Then, follow up and put those free articles, book excerpts and
tips up. Blatant ads such as banners turn visitors off. Give
them original information they can't find anywhere else. People want and expect free information on your web site.
Publish your own ezine. Target it to your specific audience.
Start with a monthly, then see if you can do it bi-weekly. If
you don't stay in regular touch with your possible buyers they
will forget you and your products. People want to connect
online to trust you as their savvy friend. If they like your ezine
they will recommend it to others.
Attract new visitors from you contact pages. There, offer to answer their questions if they will leave you their email address. This is the updated way to not get spammed and to also get those emails to add to your present data base.
Include "useful links "as a link at the bottom of your site pages. Exchange short blurbs with related high-traffic web sites. Let go of the others who won't do you much good.
6. Make it easy for your customer to buy.
They aren't psychics! They hate to go on a wild chase that
wastes their time. They want information and results instantly!
One new coaching client wanted me to go to Amazon.com
to view her book cover and title, read its table of contents,
and read the book reviews there. She told me to just click
"books" and it would take only two seconds.
In four minutes, I still hadn't found her book. I felt frustrated
that I couldn't find the book, and also, that it should have
been much easier. It boils down to: give explicit instructions
as though your visitor is brand new to the internet.
If you are like me, and consider yourself a non-techie,
remember the times you tried to buy something online, and
just couldn't do the required steps, or found a broken link and
couldn't complete the purchase? Don't you wonder how many
other would-be customers lost their way and didn't buy?
If you want people to go to a web site to buy your product,
put exact links to the products sales pages and order page.
These are the lessons learned along the way. After five years online, your coach's present web site has come a long-long way.
7. Check and correct all of your web site links to make sure
none are broken. When a person is ready to buy your
product, make it easy for her to buy. Discouraged because
your telephone line is busy, your web site doesn't load fast or
even come up, or your particular instructions don't get people
where they want to be fast, your visitors will leave and give
their time and money to another easier to navigate site.
You waste all of your time and money when you don't keep
your potential customer or client in mind in all of your online
correspondence. Start incorporating these tips today!
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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