Simon Kolz

A weblog by Simon Kolz

Extend Your Book's Life With a Sales Letter

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 throughout.

Example: “Want a Quick and Easy way to Quadruple your Online Income in Four Months?

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 won’t 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 copy.

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 buyer’s major concerns.

4. Provide a quick overview of the book’s features.

One client wrote a book on ways to live a successful life. Her top features included *a do-it-yourself

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