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Top Ten Ways of Why and How to Write your Book's Sales Letter - Part 2 by: Judy Cullins Authors/publishers are great at getting their books written. But after the initial one-year honeymoon, sales slow down. To counter this make sure your print or ebook will keep on selling from the first day, the first year, even for life. Count on this being a two to three- year project to become well known. 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. Since you are making your book a business write a sales letter for each teleclass and service as well. I even write one for my bookcoaching services. 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 an excellent one in two hours. For part one of this article email article-164@bookcoaching.com. 5. Sprinkle Testimonials Throughout your Sales Letter. Potential buyers who visit your site are pulled to buy when they think other people have already bought and liked your book. 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 book's advice. Learn how to approach influential contacts through email friendly notes and requests. To save these busy people time.(they want to help, but consider it's time consuming to create testimonials) ask them look at your list of 5-10 benefit phrases, and a page of your table of contents to give you're a testimonial within a few weeks. Remember, they don't have to read the whole book to give you a testimonial. Don't be shy on this one. It's part of the publishing-promotion process. 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, report or joke. 6. Offer your potential buyers three or four chances to buy. Are you a skimmer? Many visitors are too. They may have already decided to buy before coming to your sales letter, or after your sparkling headline, book cover, and introduction don't want to read more. After the cover, offer a 'Click Here' or '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. You may offer by a download eBook by credit card or with a toll-free telephone number'maybe three or four times. 7. Make your Sales Letter Credible. To boost sales, authors often add free bonus reports related to their book. Visitors often want the bonus special report more than the product itself. The bonus 'How to Get Testimonials From the Rich and Famous' I offered with the 'How to Write your eBook or Other Book Fast!' on my web site's 'Discounts of the Month.' Link increased that book's sales double in one month. 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 23 years bookcoaching, presenting 70 writing and marketing seminars a year, and 48 published clients since 1999.' 10. End your Sales Letter with your 100% Money-Back 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 book 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 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. Judy Cullins ©2005 All Rights Reserved. About The Author Judy Cullins, 20-year Book and Internet Marketing Coach works with small business people who want to make a difference in people's lives, build their credibility and clients, and make a consistent life-long income. Author of 10 eBooks including Write your eBook or Other Short Book Fast, Ten Non-Techie Ways to Market Your Book Online, The Fast and Cheap Way to Explode Your Targeted Web Traffic, and Power Writing for Web Sites That Sell, she offers free help through her 2 monthly ezines, 'The BookCoach Says...,' 'Business Tip of the Month,' and blog Q & A at http://www.bookcoaching.com/opt-in.shtml and over 170 free articles. Email her at Judy@bookcoaching.com. This article was posted on March '08
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