Did you just finish your book? Still writing it? Do you worry that you won’t make enough sales to make it worth your while? Maybe you created five to ten well-edited blog articles to bring your targeted people to your website.
The biggest mistake emerging authors make is to write their website without guidance from a full-service book coach or copywriting professional. That’s why so many authors don’t sell much on their first website. They didn’t plan it. In your plan, include premier copywriting before you pay a webmaster to post the contents and links.
One of the best skills to learn is how to talk and write about your book, showing how it solves the problems or challenges of it’s audience. Benefits sell your book. Know how your book will make someone’s life easier, richer in time or money, help their personal growth, provide additional income, entertain them. How will it make them a better business, person, more attractive, feel better, avoid catastrophe, sickness, or surgery?
Your Website’s and Book’s #1 Thing to Know Before All Else:
Benefits vs. Features-Know the Difference!
Small businesses know their business. Authors know their book. Many of them write creative websites, but one thing they are not as adept at is promotional copy.
It’s not the book; it’s the hook!
Write Benefit-Driven Headlines
These lead your visitors straight to your sales message. A beautiful website does not. What you say on the back book cover copy matters. What you say about your book or service on your site must be so much more powerful than your pleasing personality or mission statement. Remember benefits sell; features describe. In my LinkedIn book writing, self-publishing, and online marketing group, even professionals and most authors confessed they thought that features, such as the number of pages, or stories, would sell books. After reading my blog for a few months, many came to me as clients to get on the right path to book sales.
Always promote with benefits over features. Benefits show the value of your information. They solve your particular audience’s problem! They tell your clients and customers what they will gain and what they will lose from your product or service. Some common benefits include: more money, less trouble, more time, less stress, desirable relationships, less drama and trauma, more zest and energy, less fatigue or weight loss.
Apply this Essential “Hot-Selling Point” Before You Write:
- Write down a list of 5-10 benefits for each product and service. Think about your number one benefit your book or service provides. For example, your clients and customers don’t want to know only how to get their book written, they want to know why should they write it? How much will their business thrive from putting that effort out? Will they get more credibility, more trust, and more lifelong income?
- Start with a bullet. Use command verbs to start the benefit phrase.
- End each phrase with a period.
For her book, “Tug of Heart,” one client wrote this partial list of bulleted benefits:
- Discover and enjoy more passion.
- Trust yourself.
- Engage in work you love.
- Create new energy from being in a state of unblocked flow
- Live on terms that fit you.
- Experience greater confidence in making choices that are right for you.
- Make more challenging decisions with ease and confidence.
- Experience deeper hues of joy. And…
- Live your juiciest life yet!
Benefit phrases are the foundation to writing a strong sales letter. From these, this client wrote the sales piece for her book’s back cover and her website.
Write down your book’s specific benefits.
Include how your customer will feel after buying your product. For instance, “After you buy my book, you’ll look and feel 10 years younger without a face-lift”.
Include some of your personality in your promotion copy.
For example, “My book is less than the price of a good dinner, with wine of course! And the skills in it will serve you every day for as many times as you choose to duplicate your success results”.
Always answer your customer’s question, “Why should I buy your book or service?”
Strong benefits to help promise to solve their problems. They must have enough reasons to buy.
In preparation for your sizzling website homepage…
You also need to research long-tailed keywords that rank your site higher with Google and other search engines. Include these in your titles, headlines, and copy. You need to know that your first site shouldn’t be your last site. Edit and change your site’s copy every month to keep it fresh and desirable to the search engines.
We change our web content each week or so with new blog posts. Each blog post is a new page of content. With new keywords in our titles we keep Google spiders happy. Add more content with fresh testimonials.
Headlines belong on the homepage, but should also be used to prompt your visitor to keep reading your copy. They need motivation from web copy as well as in your book chapters.
Don’t leave them out, or you will lose your readers. They need some hand-holding and motivation to read all of your copy that leads them to an easy decision–buy it!
How to Write a Sales Letter for Each Book
You know how to write a book, even get it published. As entrepreneurs, you know your products. In the beginning sales went well. But after the initial one-year honeymoon, sales slow down. To counter, this make sure your print or ebook keeps on selling from the first day, the first year, even for life. Write a short sales letter for each book.
Whether you have a website or not, you can write a first class, must-buy-now sales letter. Write one for each book promotion. The next email you send your database of targeted buyers needs a short list of benefits, plus a few testimonials. This sales message is shorter than your website version. When you create a short bio for Twitter, Facebook or LinkedIn, make sure it contains benefits and keywords. The same goes for writing an online press release. I recommend going with social media over press releases as your audience is easier to reach there.
If you are like me and have a website, it is content driven. Why? Because that’s why people come to any site – to get free information. Useful information brands you as the expert or the “go to” person in your field. It gives visitors a reason to buy. Most homepages say too much about the author or the book instead of intriguing their potential buyers.
My first website offered many fine books and kits in personal growth and book writing and marketing. Sales didn’t go over $200 a month. To correct that, I created a new site focused on book writing, self-publishing, and online book marketing. I paid special attention to its sales language (without hype) for each teleseminar, ebook, and coaching opportunity to suit each income and need. Sales were $75 the first month, and in four months, they reached $2265 per month. The next year they grew to around $3000 a month. The following years yielded more than double that amount.
What Every Sales Letter Needs to Pull Orders and Profits
You can write each sales letter in less than five hours the first time. As you practice, you can write them in an hour. If you think this is expensive in time, just hire a copywriter for $2500 or so. With much less time and money investment, create a super sales piece with a few coaching sessions from a full service book coach. The time investment? Around three sessions. The money investment? Under $500. Just know that this project does take time and several edits to get to its best. Be patient with the process.
This investment is well worth it. And, we all need to get real. What will we be willing to do to make our book a great seller?
Here’s a guide to make it easier:
1. Start the Letter with a Benefit-Driven Headline.
Include a few keword phrases. Include headlines in the beginning to hook your reader, and throughout your sales letter. For one main heading, I used, “Want a Quick and Easy way to Quadruple your Online Income in Five 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 where this is going,” the headline still succeeds. You win when your headline seduces your potential customer to read on in your sales letter to discover your book’s benefits and features, some fine testimonials, and finally to click “buy now” which takes them to the order page.
Today, I’d change it to be even more targeted to my audience. “Authors: Do you Want a Quick and Easy way to Quadruple your Book Sales in Five Months?”
2. List the Top Five Benefits of your Book in Bullet Form.
To define your top benefits, start with a list of challenges your client or customer wants solutions for. Each specific problem you answer can be labeled as a benefit. If you are not rock sure of who your audience is, your sales copy dribbles away and doesn’t meet its target. Keep redefining your audience and know as much about them as you can.
Remember that one benefit is the top undeniable benefit—usually more money, easier, more clients faster, more profits from web sales, better relationships, and health.
If you have more than five benefits collected in a list, sprinkle the rest throughout your copy.
3. Address your Potential Buyer’s Resistances.
Remember to tell a background story of where they are NOW so they will emotionally connect with your solutions (the product or service). Let’s say they want to write an ebook or print book to make themselves the “expert,” make life-long passive income, or share their unique message to make the world a better place.
To address writers’ resistances, a sales letter may say, “many people don’t write a book because they doubt it will sell well enough for all the effort, it may not be significant enough, it will take too long, cost too much money, and they really aren’t writers.” One by one, this sales letter addresses their concerns and shows these potential buyers how they can become an excellent author and make their books more salable, while building their profits.
4. Sprinkle Testimonials Throughout your Sales Letter.
Potential buyers who visit your site that sells your book are more pulled to buy when they think other people have already. If other people are happy with your product or service, they will be too.
Include testimonials from experts in your field, celebrities, media, and other people who have profited from your advice. Learn how to approach influential contacts through email friendly notes and requests. Ask them to look at and give their opinion on your table of contents, one chapter, and your back cover or sales letter information. Many will be willing to help when they are at the top of their game.
Make it easy to buy. Add a few sample phrases and benefits they can use to save these busy people time. They want to help, but consider it’s difficult to create testimonials, or it will take them away from their priorities.
Give as you receive feedback, give that person something of value. Study their website or read their blog posts, and send them a short helpful tip, joke, or testimonial in return.
5. Offer your Potential Buyers Two or Three Chances to Buy.
They may have already decided to buy before coming to your sales letter, so offer a “Buy Now” link near the top of the letter. Offer more buying opportunities along the way after a list of benefits, what’s in this book (features), and testimonials.
6. End your Sales Letter with your 100% Money-Back Guarantee.
When you offer an ironclad guarantee, people see your book as so valuable that you put yourself on the line for it. They will be more likely to buy and be satisfied with their
“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!”
7. Make your Sales Letter Credible.
To boost sales, authors benefit by adding free bonus reports related to their book. Make sure your free bonus reports do not cost more than the price of your product. Would you believe this offer “order this for $49 now and receive 4 special bonus reports worth $395?”
8. Share the Downside of your Book to Create Empathy.
For example, “this ebook won’t write the book for you, or even get it published, but it will show you the steps and resources to write compelling copy, finish fully and sell well.”
9. Include your Expert Credentials.
“I spent six months researching this book and three months writing it. My background includes 20 years coaching, presenting 70 seminars a year, and 12 monthly coaching clients today.”
Without a sales letter to guide your potential buyers on your website…
…you leave them bored, uninspired, and without enough information to make that decision to buy. Your website and blog posts must entertain, inform, and give enough benefits to convince your readers to order your book.
For all email promotion campaigns, without a short or long sales letter for each book and promotion, full of inspiring and useful information, your book will not get read, people won’t know you as the expert, and you won’t make the sales you want.
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What part of this blog post did you get value from? What do you think you need to do next? Please comment to bring a smile to my face and a lively look in my posture.
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