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END Give People a Reason to Buy your Product or Service: Create
a Strong Signature Box
Judy Cullins
2001

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 their benefits. Stop missing sales because of weak copy.

Include your signature box on every email you send out.

Your signature or resource box, usually 4-6 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.

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.

If you send an email, be sure you include more specific benefits and the feature of your product they relate to. For instance, "Quadruple your Web sales in less than one month through submitting free articles to ezines."

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/freearticles/attractpizzazz.shtml

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 Box 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 mailto:[email protected] Phone: xxx- xxx-xxx .Or Write: Name and PO Box.

Book 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 are targeted.

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 the Web address: http://www.bookcoaching.com/discounts.shtml to lead readers to services or products related to the subject of the article that I submit to opt-in ezines.

Last month I sent out an article on Online marketing with a link to my home page "Discounts of the Month," where I offered two eBooks for the price of one. In another article entitled "Teleclasses: Raise your Credibility and Profits," I included the words "teleclasses" and a link to my site where they are offered.

Put more time into writing your signature box 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 4-6 lines. Ask them which of the phrases would compel them to take action. Edit it 5 times until it's as powerful as Hoover Dam.

Without a strong, passionate signature box you waste all of your chances to attract potiential Online buyers. Incorporate this tip today!
=============
Judy Cullins: author, publisher, book coach
Email: [email protected]

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