Copywriting Tip: For a profitable info product, do this first.

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Recently I got a call from a frantically busy client.

“I’ve just got a brilliant idea for a new training program,” she said. She told me. It was brilliant. I might sign up myself.

But she was getting bogged down with creating the actual product.

“I’ve got so much to offer,” she said. “How do I cram the information into neat little modules? How do I fill the workbooks with content that won’t put my peeps to sleep?”

Great questions.

Fortunately, the answer was an easy one.

“Start with the sales letter before you do ANYthing else,” I advised.


“Are you serious? How can I write my sales letter when I don’t know what will be in the info product?”

Actually, that’s the BEST time to write your sales letter. I still remember the first time I wrote an ebook. I didn’t pay any attention to features, benefits, or headlines. I just wrote about what was interesting to me.

When it was time to write the sales letter, I was stuck. I had to give people a reason to buy the book and frankly, the content wasn’t exactly filled with clues. I had to rev up my imagination or (sigh) go back and rewrite the content to be juicy and jazzy.

So here’s how it goes:

Begin your sales letter by identifying features and benefits.

Then tie your features and benefits to your brand.

For instance, suppose you’re branding yourself as a speaking coach who transforms introverts into charismatic speakers who light up a room. You decide to create a report on time management strategies. Your sales letter could include a story about how you discovered how mundane time management is the force behind a glamorous charismatic speaking career. You could create a product targeted specifically to people who want to be speakers (that’s a lot of people).

Another component of your sales letter will focus on the content of your program. You will need to create tantalizing titles for chapters and course sessions. You need blurbs for each section.

This method has helped many of my clients (and me too!) overcome many obstacles to content creation. For instance, some of my earliest ebooks were based on sharing knowledge for its own sake. It was tough to translate those ideas into marketing copy.

When you write the sales letter first, you go into what I call “copywriting mindset.” You avoid these detours.

For instance, you might have a training session, “Understanding Motivations of Your Coworkers.”

When you begin with the sales letter, you ask the famous question: “Who cares?”

You realize you’re sharing the keys to gaining visibility, recognition and ultimately promotion in the workplace. That’s your topic, and that’s your title.

And when you actually create your training content, you follow right along with your promotion. If you know your topic well (and if you don’t, you shouldn’t be doing this), you’ll feel as though you’re answering questions from a skilled interviewer.

You talk about “Motivating Coworkers as the Key to Gaining Visibility …” and you’re off and running.

I’m Cathy Goodwin, a copywriter, strategist and storyteller. I help small business owners get over Fear of Bragging and promote themselves with professionalism, so they get rewarded handsomely for their expertise, skills and experience.

If you’d like to work with me to get more conversions from your sales letter, let’s talk! We can explore the most effective ways for you to work with me to get the results you desire.

Want to enhance your own copywriting skills? Get the FREE “21-Point Checklist To Get Higher Converting Copy (Even When You Do It Yourself)”

Originally published at on October 11, 2019.

Helping entrepreneurs and independent professionals grow their businesses one story at a time.

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