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Title: Extend Your Bookâs Life With a Sales Letter
Author: Judy Cullins
Copyright 2004.  All Rights Reserved.

Category: Online Promotion / Web Marketing

Words: 920

Judy Cullins, M.A.

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Use a Sales Letter to Extend Your Bookâs Life 
Judy Cullins Â2004 All Rights Reserved.

Authors, publishers and business owners are great at getting their books 
written and launched.  But after the initial one-year honeymoon, sales slow down. 
To counter this, make sure to let your audience know about your book's 
benefits and how it can help them in their lives.  Keep your book alive and selling 
well for years when you write a sales letter.

You can write your first sales letter in less than two hours.   As you 
practice, you will be able to write a short one in only one hour. 

What Every Sales Letter Needs to Pull Orders and Profits

1. Start the letter with a benefit-driven headline and include headlines 

Example: "Want a Quick and Easy way to Quadruple your Online Income in Four 

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 about 
where this is going," the headline still succeeds. You win when your headline 
seduces your potential customer to read on in your sales letter and finally to 
decide to buy.

2. List the top five benefits of your book with bullets. 

To define your top benefits start with a list of challenges your client or 
customer wants solutions for. If you are not rock sure of who your audience is 
and what they need, your sales copy wonât work. 

Essentially, you need to say how your book will make someone's life easier or 
richer in time or money; how it will entertain or inspire; how it will make 
readers be more successful, more attractive, healthier; how it will help them 
feel better and avoid catastrophe, sickness, or surgery. 

Remember to highlight your book's ultimate benefit above the others.  This 
could be the opening headline. If you list more than five benefits use the 
strongest three to five as your bullet points.   Sprinkle the rest throughout your 

3. Address your potential buyer's resistance.

Tell a background story about where your audience is NOW so they will connect 
emotionally with your solutions. If your book is designed for people who want 
to write, the sales letter should focus on the fact that many people don't 
write books because they doubt that their books will sell well enough to justify 
all the effort; they worry that a book may not be significant enough, that 
writing it will take too long and publishing it will cost too much; and besides, 
they really aren't writers." One, by one, a good sales letter will address a 
potential buyerâs major concerns. 

4. Provide a quick overview of the bookâs features.

One client wrote a book on ways to live a successful life. Her top features 
included *a do-it-yourselfâ approach, *real-life coaching examples *mastering 
the art of âmoseyingâ and *practical tips and strategies that can immediately 
be implemented into your everyday life.

Example: In this treasure chest you will....

Impact your letter more when you combine your best benefit with a feature 
such as âBalance work and home by mastering the joy of moseying.â While benefits 
sell and features explain, your web or shorter email sales letter needs to 
mention features so your potential buyer will know whatâs inside your book.

5. Sprinkle testimonials throughout your sales letter.

Since people who learn about your book are more likely to buy it when they 
think other people already have, itâs important to offer testimonials from 
experts in your field, relevant celebrities, and satisfied users who have profited 
from your advice. Don't send the whole book to people when you ask for 
testimonials. Just send them a list of the benefits and phrases to make it easy to 
respond as well as the title and introduction.

6. Offer your potential buyers three or four chances to buy.

They may have already decided to buy before encountering your sales letter, 
so put "Buy Now" information near the top and present more buying opportunities 
along the way after your list of benefits, your summary of the bookâs 
features, and your testimonials.

7. End your sales letter with a 100% money-back guarantee.

When you offer an ironclad guarantee--"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!-- people see your book as valuable enough for you to put 
yourself on the line for it. They will be more likely to buy and be satisfied with 
their purchase. 

8. Share the downside of your book.

Being up front about your book's limitations can increase your credibility 
and create empathy. 

Example:  "This e-book won't write the book for you, or even get it 
published, but it will show you the steps and resources you need to write compelling 
copy, finish fully and sell well."

9. Include your credentials.

Obviously, expertise is important. One author wrote a book on stress and how 
it affects relationships. Her sales letter included âI interviewed 30 couples 
and included their answers to my  âwhat do you do daily to keep your 
relationship alive and joyful? My 20 years background as a marriage and family 
therapist includes 10 years coaching, consulting and presenting 25 seminars a year.  

Keep your book alive and selling well for years with a sales letter emailed 
out and on your Web site.
Judy Cullins: 20-year author, speaker, book coach
Helps entrepreneurs manifest their book and web dreams
eBk: "How to Market your Business on the Internet"
Special: "Internet Business Marketing Marathon" - Teleclass
$15 - Sept 30, 5pm PT / 8pm ET
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