I have a number of books (see http://www.jpmaroney.com/product.htm?theProductID=10 ). Based on recommendations I've received here, I'd like to begin writing a sales letter for each book, and perhaps each of my 25+ video training products.

Does anyone know of some great "Book Sales Letters" or "Video Sales Letters" I should look at as good "Swipe Examples"?

And, can you recommend the process for deconstructing the book into a sales letter? Perhaps the examples will answer this for me...

I have a sales piece which promotes my new "Industry Niche" book and seminar, titled "Ultimate Contractor" (see http://www.UltimateContractor.com ). Is this sufficient copy for a book sales letter? It's mostly bullets...

Note: I realize there is no call to action on the Ultimate Contractor page... it's really a brief promo for the seminar right now.

JP,

I have written sales material for scores of authors and publishers over the years.

Begin by rereading the book and highlighting every surprising fact, insight or perspective.

Then think about who your ideal readers are (usually there's more than one category).

Then with them in mind, transform what you highlighted into tantalizing bullets, pointing toward but not giving away the content.

This becomes the core of your sales letter.

The process is the same for videos. Even if they are your own books or videos, reread or rewatch them because you will not otherwise find the little tidbits that will get people salivating to buy.

For more specific ideas and techniques, see my report, "Secrets of Mouthwatering Marketing Copy" (www.yudkin.com/mouthwatering.htm), which contains a section on 76 ways to write tantalizing bullets.

Good luck,
Marcia Yudkin

I personally really like Gary Halbert's way of writing sales letters. He's done a LOT of book sales letters, some of which are scattered on his own site www.thegaryhalbertletter.com

Here's how he does it:

- First, read through the entire book and highlight everything that is of importance to the reader. Something that has a real benefit to him, or would make a great blind bullet.

- Arrange all the facts and feature into a big list
- Then translate them all into intimate, personal benefits
- Arrange them in order of importance and select like the 20 best, most powerful bullets
- Formulate 1 big "idea", deal or offer. Your offer of course is the solution or core benefit that your book provides, but you can sweeten the deal by free trials, premiums, etc... The better the "idea" behind the offer, the better the sales letter will be.

Then write all the bullets for the letter. This is the "meat" of your letter and the substance of your book. The "reason why" people will buy it eventually.

The rest of the letter should then practically write itself.

From the bullets and the "offer" or selling idea will probably come the headline, the story around the content (bullets) and closing the offer.

There are other ways, but this is the best way I know of because you actually build one big offer, one flowing story around the substance of your product. The better your research, the more you dig out strong benefits and stack them on top of eachother, the better the buildup will be and the more sales you'll make.

By the way, the Robert Collier Letter book is a great read on this subject as well

Good luck!

Hi JP,

You've received two GREAT responses so I need not hammer a sunken
nail. Just an example of a sales letter I did following the same
methods described above:

http://www.webcopy-writing.com/pool/

This letter does VERY well BTW.

Hope this helps,

Ray Edwards,
"the gets results copywriter!"

WOW...

Marcia, Erik, Ray!

I'm always amazed by the "Lessons in Copywriting" I receive when I post my questions. Thanks so much...

I'll go to work on the first one, and let you know when it's online -- if you care to take a glance.

Again -- thanks!!!

Hi JP,

I've always thought of Robert Middleton's sales copy for his infoguru manual (http://www.actionplan.com/infoguru.html) as pure genius. Here's why:

1) He outlines all the pain of being a small company trying to get to grips with marketing
2) He offers a free chapter
3) He gives you the table of contents
4) He loads the offer with genuinely valuable bonuses (hint: the best one is membership of his forum which is restricted to manual owners)
5) You get $10 off if you order within 24 hours

and so on. Basically he uses every copywriting technique, but not in a way that feels pushy, hypey or manipulative. Some may say that the copy is rather factual and understated, but it worked on me, and I think he highlights the main issues of the solopreneur, makes an intriguing promise and the offer is really good.

HTH,
Jane

Yeah, Jane!

You're right... on both fronts...

His stuff does seem understated, and doesn't follow the "rules" of online sales letters, etc. But, the copy is persuasive.

Maybe not persuasive enough... since I visited about a month ago, joined his list, and didn't sign up.

I agree with you about the "Un-hype-i-ness" of his copy -- which I tend to gravitate toward myself... perhaps he's discovered through testing that his "target audience", which includes me, responds best to that.

Perhaps not... perhaps he hasn't really tested other approaches. Who knows.

But, it is another valuable perspective... especially the idea of offering the "Free Chapter" and table of contents, which was recently discussed elsewhere on this board.

Thanks for chipping in with your ideas!

Hi JP,

Here are some further thoughts on "breathless" vs factual copy:

1) It's my perception that most highly energised (and that's being polite) copy is pulling the business owner out of their integrity. Either the offer and promises are overstated OR there is a feeling of pushiness, which is distasteful for many business people. Sometimes, the style of copy doesn't match correctly with the vision of the business owner.

I came across a good example of this recently. I know a coach who specialises in helping people to uncover and live their life purpose. In my mind (and maybe only "my" mind) this entails a very high degree of integrity and blemishless business practice. However, her recent marketing communications have been hypey and manipulative. To me, this creates a contradiction between the higher ideals of finding one's life purpose, and the practicalities of filling her practice by dubious means. In short, her marketing message doesn't match with my expectations of what her business is about, and now my opinion of her is tainted.

2) Because of (1) the business owner is sacrificing credibility in certain circles for sales right now. For some, this is too high a price to pay and may actually damage their business long term, especially when they find it hard to establish credibility with contacts and clients who are important to their business.

3) Robert Middleton has a subscriber base of 30,000 plus and growing. I don't think he's missed any meals lately. He probably figures that selling to 60% of all possible buyers and maintaining his reputation and integrity is better than selling to 85% of buyers and losing some of his reputation and integrity. Factor in the following as well:
- people who buy from understated copy are people who really want what you offer
- people who really want what you offer, and who like your personal style (as opposed to the style of some breathless copywriter), will buy from you again
- you'll have fewer refunds to process because you're not overselling and overpromising
- just because you didn't buy the first time you read the copy doesn't mean that you won't buy in the future - especially if you are subscribed to his ezine. If you never buy, then could that be because you have different ideas about marketing for small service businesses, or because you already have 10 manuals on the subject?

So here's my theory. You can write sales copy a la typical internet marketer and maybe (but only maybe) make more sales NOW!! However, you may have lost some part of yourself in the process. Alternatively, you can present a more elegant presentation and still make sales, but be presenting yourself in a way that is more appealing and attractive long term, so that web surfers become subscribers, and then buyers, and then re-buyers and one day, raving fans and evangelists.

Personally, I think it's much easier to create evangelists when you reveal more of yourself and write in a more authentic and individual way. Yes, use all of the copywriting principles, but don't create contrivances and manipulations. Apart from anything else, most attempts at using "greased chute" techniques are just terrible and totally transparent.

You know what? I have spent the most money at sites where the copy is laid back, or even weak - if the offer is good enough, and when I've been introduced to that product or service some other way. The point is this - I really wanted what they were offering, and the offer was good enough for me to feel that the product or service would solve my problem.

Conversely, I have also bought from sites with extremely polished copy and big promises. I'm nearly always disappointed, and when I don't think the product lives up the expectations created in the copy, I nearly always ask for my money back. And I never buy from that person again, nor do I recommend them to anyone.

Jane

Jane,

Well stated!

I think it comes down to congruency... especially for someone like me who speaks to thousands of people each year, trains more than ten thousand a month via video programs, and who is widely read in many business and professional circles.

I have to be who I am... in every medium!

Keeping with the idea that copywriting is, "Salesmanship (personship) -- in -- print", to me congruency means speaking through my written words in a similar manner as I would sell in person -- or from the stage during or at the end of a keynote address or seminar.

Of course, I again qualify this by saying I'm new to "hard-hitting-copywriting-techniques." And, eager to learn more. Heck, I have learned amazing principles, techniques and formulas here in the forum -- and from other copywriters -- from which I and my clients have profited.

Again... I think it involves being congruent! And, balanced. And, on target with your audience, prospects and clients!

Thanks for your insight...

Hi JP,

I think, if you think too much about your presentation you will risk losing the spontaneity of the genuine enthusiasm you have.

So many are afraid to let their enthusiasm shine because of fear of not sounding "professional".

I'm not trying to detract from the wonderful advice given so far, or argue for over the top hype, just honest enthusiasm.

I love the little story in John Caples book, Tested Advertising Methods, where he said that one of the best sales messages he ever heard came from a very young man, who had no experience in selling, who sat in front of John, and for 30 minutes, rattled off his raw (and sincere) enthusiasm for some investment offer - he said the enthusiasm was so contagious... (the young guy was investing himself, his family was investing, and all his friends were investing), John couldn't help but accept the young guy's offer, and invest too!

Gary Halbert, John Carlton, and all the other greats also talk about the key importance of enthusiasm... without it, your offer will never be what it could be.

It's common sense really - but so dreadfully uncommon in practice.

Walk up to somebody and smile... what do they do? - They smile back! (if they're not in some really dark funk)... same with writing - just be really sincere, and honestly enthusiastic about how your offer will improve your prospects' lives as your #1 priority and the technical details will fall into place in your editing.

Have a good one!

T