Give People a Reason to Buy your Product or Service: Create a Strong Signature Box
Judy Cullins c. 2004
Overcome lackluster signature boxes with merely your name, address,
and email listed. Instead use the "passion approach."
Give your product's or service's promise. Name benefits. Stop missing
sales because of weak copy.
Include your signature box on every email you send out.
Your signature or resource box, usually 4-7 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
a strong signature box, you are guaranteed no action, subscribers,
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. Remember your resource box
is a call to action. Write it so your reader takes action-- either
to subscribe for a free ezine, receive a free report, 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.
If you send an email, be sure you include more specific benefits
and features of your product they relate to. For instance, "Quadruple
your Web Sales in Six Months Through Submitting Free Articles to
When potential buyers visit your Web site be sure your home page
has marketing pizzazz with benefit-driven headlines.
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.
Signature File Examples and Feedback.
Here's one listed at the bottom of an article sent to opt-in ezines:
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 [email protected] Phone: xxx- xxx-xxx.
Or Write: Name and PO Box.
Book and Internet Marketing Coach's Feedback:
It's all about the author, and not about his customer. 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
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
or submit his manual to another book-selling site. For that, he'll
need a compelling headline, sales letter, and ordering information.
Author's Tip: Feature one special offer in each signature box.
Include your Phone number so out-of-country people can talk to you.
In my signature box I include my Web site hyper linked with a slash--/discounts.shtml
or /teleclasses.shtml or /eBooks.shtml to lead readers to services
or products related to the subject of the article that I submit
to opt-in ezines.
Put more time into writing your signature file than all other writing
Send out a casual marketing survey to your friends and business
associates to vote from 1-10 on the most powerful of those 4-7 lines.
Ask them which of the phrases would compel them to take action.
Edit it until it's as powerful as Hoover Dam.
Without a strong, passionate signature box you waste all of your
chances to attract potential online buyers. Incorporate this tip
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