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 |
