Why Write a Sales Letter for Each Product?
Judy Cullins c. 2003
Authors/publishers are great at getting their books written. Entrepreneurs
know their products. But after the initial one-year honeymoon, sales
slow down. To counter this make sure your ebook, product, or service
you offer will keep on selling from the first day, the first year,
even for life. Write a short sales letter for each product or ebook.
Whether you have a Web site or not, you can write a first class,
must-buy-now sales letter. Write one for each teleclass, eBook,
product, or service. I even write one for my bookcoaching services.
If you are like me and have a Web site, it is content driven. Why?
Because that's why people come to any site--to get Free information.
You must also give them a reason to buy. Most home pages say too
much about the author or the book instead of intriguing their potential
buyers with a benefit-driven headline, which in turns leads them
to the benefits of their books--the sales letter.
My first Web site had many fine books and kits in personal growth
and book writing and marketing. Sales never went over $200 a month.
To correct that, I created a new site and paid special attention
to its sales language (without hype) for each teleclass, eBook,
and book coaching opportunities to suit each income and need. Sales
were $75 the first month, and in four months they reached $2265.
The next year they went around $3000 a month.
What Every Sales Letter Needs to Pull Orders and Profits
You can write each sales letter in less than four hours the first
time. As you practice, you can write them in two hours.
1. Start the Letter with a Benefit-Driven Headline.
Include these headlines throughout your sales letter. "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 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 product[']s
benefits and features, some fine testimonials, and finally to click
"buy now" which takes them to the order page.
2. List the Top Five Benefits of your Product or Service in bullet
To define your top benefits start with a list of problems your
client or customer wants solutions for. Each specific problem you
answer can be labeled a benefit. If you are not rock sure of who
your audience is, your sales copy dribbles away and doesn't meet
its target. Keep redefining your audience and know as much about
them as you can.
Remember that one benefit is the top undeniable benefitusually
more money easier, more clients faster, more profits from Web sales,
better relationships, and health.
If you have more than five benefits collected in a list, sprinkle
the rest throughout your copy. How will your book make someone's
life easier, richer in time or money, help their
personal growth, provide additional income, entertain them? How
will your product or service make them a better business person,
more attractive, feel better, avoid catastrophe sickness, or surgery?
3. Address your Potential Buyer's Resistances.
Remember to tell a background story of where they are NOW so they
will emotionally connect with your solutions (the product or service).
Let's say they want to write an eBook or print book to make themselves
the "expert," make life-long passive income,
or share their unique message.
Many people don't write a book because they doubt it will sell
well enough for all the effort, it may not be significant enough,
it will take too long, cost too much money, and they really aren't
writers. One, by one, your sales letter addresses their concerns
and shows these potential buyers how they can become an excellent
author and make their books more salable, while building their profits.
4. Sprinkle Testimonials Throughout your Sales Letter.
Potential buyers who visit your site or another one that sells
your products are more pulled to buy when they think other people
have already. If other people are happy with your product or service,
they will be too.
Include testimonials from experts in your field, celebrities, man/woman
on the street, and other people who have profited from your advice.
Learn how to approach influential contacts through email friendly
notes and requests. Ask them to look at and give their opinion on
your table of contents, one chapter, and your back cover or sales
Make it easy to buy. Add a few sample phrases and benefits they
can use to save these busy people time. They want to help, but consider
it's difficult to create testimonials, or it will take them away
from their priorities.
Give as you receive. Give that person something of value. Study
their Web site or read their ezine, and send them a short helpful
tip or joke.
5. Offer your potential clients three or four chances to buy.
They may have already decided to buy before coming to your sales
letter, so offer a "Click Here," "Buy Now" near
the top of the letter. Offer more buying opportunities along the
way after a list of benefits, what's in this book (features), and
6. End your Sales Letter with your 100% Money-Back Guarantee.
When you offer an iron-clad guarantee, people see your book as
so valuable that you put yourself on the line for it. They will
be more likely to buy and be satisfied with their purchase.
"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!"
7. Make your Sales Letter Credible.
To boost sales, authors need to add Free bonus reports related
to their book. Make sure your Free bonus reports do not cost more
than the price of your product. Would you believe this offer "order
this for $49 now and receive 4 special bonus reports worth $395?"
8. Share the downside of your book to create empathy.
For example, "this ebook won't write the book for you, or
even get it published, but it will show you the steps and resources
to write compelling copy, finish fully and sell well."
9. Include your expert credentials
"I spent 6 months researching this book and 3 months writing
it. My background includes 20 years coaching, presenting 70 writing
seminars a year, and 27 published clients since 1999."
Without a sales letter to guide your potential buyers on your Web
site, you leave them bored, uninspired, without enough information
to make that decision to buy. Your Web site and ezine must entertain,
inform, and give enough benefits to convince your readers to order
For all email promotion campaigns, without a short or long sales
letter for each product, your unique, useful and inspiring information
will not get read, people won't know you as the expert, and you
won't make the sales you want.
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