Book Writing, Self Publishing, and Marketing Coach

Why Write a Sales Letter for Each Book - Five Steps

You know how to write a book, even get it published. As entrepreneurs, you know your products. In the beginning sales went well. But after the initial one-year honeymoon, sales slowdown. To counter low book sales, make sure your print or ebook keeps on selling from the first day, the first year, even for life. Write a short sales letter for each book.

Whether you have a web site or not, you can write a first class, must-buy-now sales letter. You don’t have to write the long sales letters anymore, because your visitors want short, easy to read information to not waste their time.

If you are like me and have a business web site, it is content driven. Why? Because that’s why people come to any site—to get free information. Useful information brands you as the expert. It gives visitors 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.

Don’t Make my Early Mistakes

My first website had many fine books and kits in personal growth and book writing and marketing. I just listed them. Sales never went over $200 a month. To correct that, I created a new site and paid special attention to its sales letters (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 grew to around $4000 a month. The following years more than double that amount. Since 2006, I’ve updated my site five times. Know that you don’t need to spend a lot of time on your sales letter-maybe a first draft of 2 hours, then after coaching with feedback, one more hour.

Five Tips on What Every Book Sales Letter Needs to Pull Orders and Profits

1. Include low competition key words at the top of the sales page.

These are for Google and other search engines.

2. Start the Letter with a Benefit-Driven Headline.

Want to Build your Resiliance so you can Deal Effectively with Change? This is a sample from one client’s new book on becoming fearless.

Asking a question may get an answer from your visitor.

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 book’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 Book in Bullet Form.

To define your top benefits start with a list of challenges 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 benefit—usually 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 or inspire them? How will your book make them a better business person, more attractive, feel better, be a more positive communicator, 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 book’s solutions. 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 to make the world a better place.

To address writers’ resistances a sales letter may say, “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, this 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 book 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 letter information

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 website or read their ezine, and send them a short helpful how to special report.

5. End your Book Sales Letter with your 100% Money-Back Happiness Guarantee.

When you offer an ironclad 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!”

Without a sales letter, your potential book buyers will not have a good enough reason to buy.

Judy Cullins offers a full-service bookcoaching and has a special
half hour feedback session.

Judy Cullins wakes up my web writing! Together we transformed my sleeping words to compellling ones. She knows the book marketing and selling business as she is a 24 year book coach, who has done it all before. She helps pull the benefits from my copy to put in the right place on the web sales letter, because the benefits are what sell. She helps me let go of what is not powerful or engaging because my web audience will turn away after a few minutes without it. In just two sessions, my sales letter is perfected so my audience will be anxious to buy my book.
Laura Petersen
Author The Story of 2012
  • Dom
  • judy cullins

    Thanks Cary for your comment. I don't use ads but we do use low-competition key words on site and in blog articles when they fit. This piece is just another piece to the marketing puzzle, and if you are a content marketer, it's a great way to build sales and reputation as a leader in your field. What do you market?

    I'm also offering my new LInkedin market book as a bonus for my upcoming teleseminar at

    See my sales letter for that too!

  • David

    Thanks Judy.

    I just joined your newsletter group and having read just a few articles brought clarity to my writing situation. I shortened a book and broke into 2 parts and added another section (a third book). This inspiration broke a mental deadlock and rejumpstarted my writing and enthusiasm.

    I am rejuvenated and ready to tackle the bigger picture with more clarity and simplicity.

    Thanks so much David

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