Make sure they’ll want your next product
Your secret research tool might be your sales letter.
My first ebook flopped because I didn’t do this.
I still remember the first time I wrote an ebook. The topic was “changing careers at midlife.” 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 promote the ebook, I had to write a sales letter.
But I was stuck. Now I had to give people a reason to buy the book. The content was filled with information — terrific information. But it was up to me to make the connection between the awesome content and the buyers’ urgent needs. It was up to me to figure out how the buyers would benefit. How would they change careers more easily? How could my book help them look forward to going to work each day?
As I wrote the sales letter, I kept thinking of benefits that really needed to be offered. If I’d written the sales letter first, those benefits would have starred in my first draft. But now I had to decide: do I make the book less valuable — and there fore sell fewer copies? Or do I go back and do some painful revising?
