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Step 1
Rewrite Your Table of Contents
Nine times out of ten, when you go sit down to write the sales letter for your ebook, you are going to have to rewrite your Table of Contents. Why?
Because they are going to be an integral part of your sales copy. Sales copy should be written as benefit statements, not simple chapter heads. When you’re writing your ebook, most of the chapters in your ebook probably list what the chapter is about.
Readers could care less about this. Rewrite them as benefit statements. For example, instead of a chapter entitled “Rate Setting,” the same chapter entitled, “How to Get the Highest Rate for Your Services,” is much better.
So, go back through your ebook and rename your chapters accordingly. When you refer to them in your sales letter, it will make it that much more appealing. -
Step 2
Get in WIIFM Mode
Piggybacking off the above point, before you write a sales letter to promote your ebook, you need to get in WIIFM mode. What is this? WIIFM stands for What’s In It For Me. This simply means to think from the purchaser’s point of view. As in, what benefits will they derive from buying your ebook.
The reason this step is important is because it’s easy to slip into listing the features of your ebook, instead of its benefits.
Features Statement: This 76-page, easy-to-read ebook details how to start a business working from home.
Benefit Statement: Pick your kids up from the bus stop, fire your boss and walk down the hall to your office. This 76-page ebook contains everything you need to start working from home now!
Which ebook would you want to buy? -
Step 3
Tell a Story; Expand Upon Major Benefits
One of the best ways to expound upon the benefits of buying your ebook is to tell a story. If you don’t have a case study, tell your own story.
Why did you write the ebook? What do you hope others take away from it? What benefits have you derived that you want to share with them.
People buy products they can connect with. -
Step 4
Get Testimonials
When you write a sales letter to promote your ebook, this might provide a stumbling block. There’s always a way around it, though.
Give away free copies and ask for feedback. It’s that simple. You can give the free copies away to subscribers of your newsletter, industry professionals and/or networking groups you belong to. Ask them to provide a testimonial that you can list on your sales site.
Be sure to let them know that you want to use their testimonial in your promotional efforts. You can even offer a link back to their site if you post their testimonial on your website, for example. -
Step 5
Write, Write, Write
After you have all of this together, sit down and write your sales page. You won’t get it “just right” the first time, or the 99th time. That’s the great thing about sales letters. There is no wrong or right one. There are only effective ones and ineffective ones.
Put a deadline on when you will finish, otherwise you will never be ready to go live with it.
Give yourself a few days between your first draft and your second draft. But, once it’s as good as it can get, or your deadline arrives (whichever comes first), make sure it’s grammar error free and post it on your sales site. -
Step 6
Tweak, Tweak, Tweak; Promote, Promote, Promote
When you write a sales letter to promote your ebook, you can’t sit on it waiting for it to be perfect. It never will be. Feel free to tweak it over time as other ideas come to you. But, finish it, post it to your website and then start promoting it.
