Writing The Perfect Sales
Letter
by: David Hennebery
Before you actually write the e-book we are going to write the sales
letter first. Now I 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 in step 5
The main reason we are writing our sales copy before we ever write a
word in our e-Book is because it hasn’t actually being created yet, which
means there is absolutely no limit what you can write in your sales
letter. The sales letter doesn’t fit the e-Book; it’s the other way
around.
Now you can describe exactly what your e-Book will show 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 e-Book
Your sales copy must do the following three things
• 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. A fancy website and graphics help but the key is in the words
used
Sales letter Structure
• 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 letter they will all follow this formula?
Header
The main function of the header/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 e-Book cover (discussed later on) close
to the header. If you header is not well designed you run the risk of
losing the potential customer straight away. Spend time creating your
header.
A Promise
This section promises the potential customer a huge benefit which is
almost too good to be true. It’s ok if it’s a bit too unbelievable the
testimonials will take care of that. Here is an example of such a headline
Discover how my 5 step affiliate programme can increase your income by
10,000 a month
Testimonials
In this section you include testimonials that old/new customers have
sent you about your product or service. You probably don’t have any
customers yet so email some potential ones your e-book for free in
exchange for a testimonial. When you do start selling you can always ask a
new customer for one.
Now the testimonials page has 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.
Info and product
In this section you will give info on what your product or service is
about. You should show your customers a list of problems in this area.
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 the problem.
Then you must have a proper e-Book cover design. This is crucial. Many
people have never purchased an e-book so you must give them some idea what
exactly they will be purchasing
Benefit
This section is basically telling your potential customer of the
benefits they will receive from purchasing your product. Show your
potential customers the enjoyment they will get from using the product.
Give them as much information on your product as you can. Use bullet
points to emphasize the benefits. Put in another testimonial just to
remind the person that it’s all true. Keeping their trust is highly
important.
Bonuses
This is a powerful tactic used to increase sales. Including free
bonuses with the purchase of your e-Book will increase the perceived value
of the e-Book. Also a deadline on bonuses is also a good way 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 bit 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 they
wont. 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 but for now just concern yourself with writing
your sales letter. To help you here are some of the web’s top e-book
publishers sales sites. You can check out my own sales page at
http://www.ebookprofitmaker.com
Sales Letter generator
Ok ill now offer you an alternative to writing the sales page yourself.
Only use this if you are willing to spend some money. You may want to
check out this piece of software that actually writes the sales letter for
you. All you do is answer the questions it asks and you will receive your
sales letter. You can find this software at sales generator here
Credit card Transactions
Finally you will need to find a credit card processor later on so your
e-Books can be ordered. The one I seriously recommend is Clickbank. Ill 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 software. Don’t panic ill go through these
rules now. Basically it 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 e-Book
• Sales letter structure must have , header, promise, Testimonial, info
and product, benefit, bonuses, guarantee and summary
• You can have your sales letter made by Sales letter generator
• Certain set of rules should be included in the sales letter for the
purpose of the credit card transaction company |
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