Why Write a Sales Letter for Each Product?

Why Write a Sales Letter for Each Product?
Judy Cullins c. 2003 All Rights Reserved.

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 form.

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 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 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 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 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 testimonials.

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 your book.

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.