Writing A Great Sales Letter For Your Self-Published eBook
Admin32 | 20 November, 2005 17:00
Before you actually write the ebook we are going to write the sales letter first. We suggest you write it in Microsoft Word and save it. Then we can transfer it to the main “Sales site Page” when we are designing our basic site.
The main reason we are writing our sales copy before we ever write a word in our eBook is because it hasn’t actually been created yet, which means there is absolutely no limit what you can write in your sales letter. The sales letter doesn’t fit the eBook; it’s the other way around.
Now you can describe exactly what your eBook will show or teach (assuming you are writing a non-fiction ebook) to the potential customer. There are no restrictions on what you can write in the sales letter. When the sales letter is completed you can then incorporate all the ideas you have come up with into your eBook. In fact, through this process, your ebook may very well write itself!
Your sales copy must accomplish the following three goals:
• Get the attention of the prospects
• Communicate the benefits of the product
• Persuade the prospects into the desired action
Remember the most important part of your page design is your actual sales copy - the words and text. A fancy website and graphics help but the key is in the words used and how they are constructed to build excitement and take action to buy your self published ebook.
Your sales letter structure should include these sections:
• Header/Title
• Promises
• Testimonial
• Info product
• Benefit
• Bonuses
• Guarantee
• Summary
This is the structure that you should use for your sales copy. If you check out the best sales letters online, they will all follow this formula. Let's discuss this structure in more depth.
Header
The main function of the header or title is to grab the reader’s attention. The header should be displayed in a large, bold font. This demands your potential customer’s attention and intrigues them to read further on. Include your logo or eBook cover (discussed later on) close to the header. If you header is not well designed you run the risk of losing the potential customer, as web visitors will usually only spend a few minutes at a website unless something catches their attention. Spend time creating your header.
A Promise
This section promises the potential customer solid benefits which may sound almost too good to be true. It’s ok if it’s a bit too unbelievable; just make sure to tell the truth and don't lie. The testimonials will take care of building trust. Here is an example of such a headline:
Discover how my 5 step affiliate program can increase your income by $10,000 a month
Testimonials
In this section you include testimonials that old or new customers have sent you about your ebook product or service. You probably don’t have any customers yet so email some friends your ebook for free in exchange for a testimonial. When you do start selling you can always ask a new customer for a testimonial.
The testimonials page is designed to assured the potential customer that you can fulfil the promises you made in your header. Also, you have gained a bit of trust from your potential customers so anything else you say that follows the testimonials page will be taken as true. This is the reason why the testimonial is placed at the top to gain trust right away where if it was placed at the bottom after presenting some good sales copy it may be already too late.
Features and Functions Information
In this section you will give info on what your product or service is about. You should show your customers a list of common problems they may have in this section. Agree with the customers, on how frustrating these problems can be and how you, yourself dealt with these problems. The key is to show the person that you have a deep understanding in this area and you are an expert on the subject. That is very important.
Next you must introduce your product as the solution to these problems. Then you must have a proper eBook graphic cover design. This is crucial. Many people have never purchased an ebook so you must give them some idea what exactly they will be purchasing.
Benefits
This section is telling your potential customer of the benefits they will receive from purchasing your product. Show your potential customers the enjoyment or positive emotional feelings they will get from using the product or methods you teach. Give them as much information on your product as you can. Use bullet points to emphasize the greatest benefits. Put in another testimonial just to remind the person that it’s all true. Keeping their trust is very important.
Bonuses
This is a powerful tactic used to increase sales. Including free bonuses with the purchase of your eBook will increase the perceived value of the eBook. Also a deadline on the bonus give away is also a good technique to speed up consumer purchases. Bonuses also reduce the risk of money back returns.
Guarantee
Offering a guarantee to your potential customers takes the risk off their shoulders. A good guarantee is the final piece in the jigsaw that will make the person finally purchase the product. The agreement is such that if the customer is not happy with their purchases then can get a full refund. You must remember that lots of your potential customers will be “first timers” therefore a guarantee puts their minds at ease. Guarantees can be 30 day, 60 day, or lifetime; however such guarantees must be backed up with an exceptional product.
Summary
This is one of the most important steps in the sales letter; this is where you close the sale. In this section you must include your most appealing benefit and finally ask for the order, because if you don’t ask for the order they won't place one. Finally, make it easier for them to order like an “order now” button shown below.
At this stage you should start to write your sales letter in Microsoft word we will concentrate on the html design and implementing the sales letter in it in section six. For now just concern yourself with writing your sales letter.
Credit Card Transactions
Finally you will need to find a credit card processor later on so your eBooks can be ordered using credit cards. The one I seriously recommend is Clickbank. I'll go into them in more detail in section 6 but for now I want you to know that all these company’s, including Clickbank, have a set of rules that you must abide by to use their service. Don’t panic we will go through these rules now.
Basically using Clickbank, Paypal or other payment processors involves putting a certain amount of details in your sales letter and product delivery page so you can be accepted by your credit transaction company. So here they are:
You must provide on your sales page:
• Detailed description of your product
• Buy now link
• Explain how the product will be delivered
• Mention how long the delivery will take
• Remember theses are rules, not suggestions
So that is everything you need to know on how to write your sales letter, hers a quick summary.
We need to:
• Write the sales letter before the eBook
• Sales letter structure must have, header, promise, Testimonial, info and product, benefit, bonuses, guarantee and summary
• A certain set of rules should be included in the sales letter for the purpose of the credit card transaction company
To learn about an easy to use ebook website builder once your sales letter and ebook are written, visit eBook Website Builder.
The main reason we are writing our sales copy before we ever write a word in our eBook is because it hasn’t actually been created yet, which means there is absolutely no limit what you can write in your sales letter. The sales letter doesn’t fit the eBook; it’s the other way around.
Now you can describe exactly what your eBook will show or teach (assuming you are writing a non-fiction ebook) to the potential customer. There are no restrictions on what you can write in the sales letter. When the sales letter is completed you can then incorporate all the ideas you have come up with into your eBook. In fact, through this process, your ebook may very well write itself!
Your sales copy must accomplish the following three goals:
• Get the attention of the prospects
• Communicate the benefits of the product
• Persuade the prospects into the desired action
Remember the most important part of your page design is your actual sales copy - the words and text. A fancy website and graphics help but the key is in the words used and how they are constructed to build excitement and take action to buy your self published ebook.
Your sales letter structure should include these sections:
• Header/Title
• Promises
• Testimonial
• Info product
• Benefit
• Bonuses
• Guarantee
• Summary
This is the structure that you should use for your sales copy. If you check out the best sales letters online, they will all follow this formula. Let's discuss this structure in more depth.
Header
The main function of the header or title is to grab the reader’s attention. The header should be displayed in a large, bold font. This demands your potential customer’s attention and intrigues them to read further on. Include your logo or eBook cover (discussed later on) close to the header. If you header is not well designed you run the risk of losing the potential customer, as web visitors will usually only spend a few minutes at a website unless something catches their attention. Spend time creating your header.
A Promise
This section promises the potential customer solid benefits which may sound almost too good to be true. It’s ok if it’s a bit too unbelievable; just make sure to tell the truth and don't lie. The testimonials will take care of building trust. Here is an example of such a headline:
Discover how my 5 step affiliate program can increase your income by $10,000 a month
Testimonials
In this section you include testimonials that old or new customers have sent you about your ebook product or service. You probably don’t have any customers yet so email some friends your ebook for free in exchange for a testimonial. When you do start selling you can always ask a new customer for a testimonial.
The testimonials page is designed to assured the potential customer that you can fulfil the promises you made in your header. Also, you have gained a bit of trust from your potential customers so anything else you say that follows the testimonials page will be taken as true. This is the reason why the testimonial is placed at the top to gain trust right away where if it was placed at the bottom after presenting some good sales copy it may be already too late.
Features and Functions Information
In this section you will give info on what your product or service is about. You should show your customers a list of common problems they may have in this section. Agree with the customers, on how frustrating these problems can be and how you, yourself dealt with these problems. The key is to show the person that you have a deep understanding in this area and you are an expert on the subject. That is very important.
Next you must introduce your product as the solution to these problems. Then you must have a proper eBook graphic cover design. This is crucial. Many people have never purchased an ebook so you must give them some idea what exactly they will be purchasing.
Benefits
This section is telling your potential customer of the benefits they will receive from purchasing your product. Show your potential customers the enjoyment or positive emotional feelings they will get from using the product or methods you teach. Give them as much information on your product as you can. Use bullet points to emphasize the greatest benefits. Put in another testimonial just to remind the person that it’s all true. Keeping their trust is very important.
Bonuses
This is a powerful tactic used to increase sales. Including free bonuses with the purchase of your eBook will increase the perceived value of the eBook. Also a deadline on the bonus give away is also a good technique to speed up consumer purchases. Bonuses also reduce the risk of money back returns.
Guarantee
Offering a guarantee to your potential customers takes the risk off their shoulders. A good guarantee is the final piece in the jigsaw that will make the person finally purchase the product. The agreement is such that if the customer is not happy with their purchases then can get a full refund. You must remember that lots of your potential customers will be “first timers” therefore a guarantee puts their minds at ease. Guarantees can be 30 day, 60 day, or lifetime; however such guarantees must be backed up with an exceptional product.
Summary
This is one of the most important steps in the sales letter; this is where you close the sale. In this section you must include your most appealing benefit and finally ask for the order, because if you don’t ask for the order they won't place one. Finally, make it easier for them to order like an “order now” button shown below.
At this stage you should start to write your sales letter in Microsoft word we will concentrate on the html design and implementing the sales letter in it in section six. For now just concern yourself with writing your sales letter.
Credit Card Transactions
Finally you will need to find a credit card processor later on so your eBooks can be ordered using credit cards. The one I seriously recommend is Clickbank. I'll go into them in more detail in section 6 but for now I want you to know that all these company’s, including Clickbank, have a set of rules that you must abide by to use their service. Don’t panic we will go through these rules now.
Basically using Clickbank, Paypal or other payment processors involves putting a certain amount of details in your sales letter and product delivery page so you can be accepted by your credit transaction company. So here they are:
You must provide on your sales page:
• Detailed description of your product
• Buy now link
• Explain how the product will be delivered
• Mention how long the delivery will take
• Remember theses are rules, not suggestions
So that is everything you need to know on how to write your sales letter, hers a quick summary.
We need to:
• Write the sales letter before the eBook
• Sales letter structure must have, header, promise, Testimonial, info and product, benefit, bonuses, guarantee and summary
• A certain set of rules should be included in the sales letter for the purpose of the credit card transaction company
To learn about an easy to use ebook website builder once your sales letter and ebook are written, visit eBook Website Builder.
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