Friday, January 12, 2007

How to Write a Sales Letter to Promote Your E-book

Once you've written your e-book, you will spend nine times as much energy promoting it as you did writing it. Following are five areas you should cover in your sales letter to promote your e-book.

1. E-book Benefits: The first thing prospects want to know is WIIFM, eg, "What's In It For Me?" So, tell them what problems your e-book will solve for them.

Will your e-book make them more money - so they can spend more time with their family.

Will your e-book save them time - so they can pursue their degree.

Will your e-book increase their output - so they can increase their income.

Whatever it is, make sure you tell them why your e-book is the key. I once read an article that said that you should list at least 100 benefits, answering every conceivable objection. By doing this, you wear the prospect down until they have no choice but to say "yes."

That's why so many e-book web sales letters are extremely long.

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2. E-Book Author: After you've told a prospect why your e-book is the answer to their problems, they're going to want to know why they should buy it from you.

After all, if you're selling an e-book on a certain topic, somebody else probably is too. So, tell them why they should not only buy your e-book, but why they should buy it from you.

Do you have many years of experience in what your e-book is about; is your educational background compatible with your e-book, do you have specific examples from years "in the field" that you can talk about?

It's up to you to sell you because customers are not buying an e-book. They're buying your expertise on the e-book's subject matter. So, you have to sell them on the fact that you are, indeed, an expert.

3. E-book Ordering: Make it easy for customers to order your e-book by giving them as many options as possible. Remember, most customers are looking for a reason NOT to buy your e-book. Don't drop the ball at this point.

Online merchants like PayPal accept many different types of secure payment options, eg, credit cards, e-checks and bank transfers. Clients not comfortable ordering e-books online? Offer to accept payment via mail, with the understanding that they will receive your e-book the day you receive payment in the mail.

The great thing about e-books is that they can be delivered electronically. So, after you receive their check or money order in the mail, you can take it to your local bank and cash it and send off the e-book - all in the same day.

4. E-book Bonuses: Every sales letter should have a P.S. Bundle your e-book offer with other beneficial products. This really works.

You know those late night commercials where you can order, for example, a ginzu knife and get everything but the kitchen sink with it - all for no additional money. For example, with the purchase of my freelance writing e-course, Launch a Profitable Freelance Writing Career in 30 Days or Less -- Guaranteed!, I offer a free writing website.

Tactics like this are akin to the long web sales letter. You give a prospect so many reasons to order that they almost feel like they'd be silly NOT to order.

5. E-book Back-end Sales: E-books are a perfect medium for creating back-end sales. What are back-end sales? Have you ever been to a free seminar and at the back of the room a table is set up where you can order the presenter's book, CD, t-shirt, etc. These are called back-end sales.

At the end of your e-book you can offer back-end sales, in addition to bonuses. Whatever it is, make it compatible with your e-book.

Eg, if you write an e-book about how to write and promote e-books, you might offer the following services to your e-book purchasers: create e-book covers, convert e-book files to .pdf, create e-book web sales letters, etc.

There are so many things that go into creating an effective e-book sales letter, but covering these five areas are vital. Good luck!
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