The Importance of You in a Sales Letter

When you've worked for months putting your e-book together, it's easy to get caught up in the product itself. That's understandable. But, when it comes to writing your sales copy for your book, you've got to put the book and yourself (the "me") aside and think in terms of "you."

The person who might purchase yourbook doesn't care about the late nights you spent meticulously researching your product. The customer wants to know just ONE thing: What's in it for me? (WIIFM) You must answer that question and show them how your book will benefit them. If you cannot answer that one simple question, you will never be able to consistently sell your product or service.

In a sales letter or ad, you have less than two seconds to get your reader's attention. Always start with a strong headline. If the headline is weak, then whatever you say in the body copy is meaningless.

The next biggest mistake is starting any piece of copy with a "me" message. A "me" message is all about you, your accomplishments, your services and your company. Your reader doesn't care. More than that, if you sound like you're bragging, it might really turn your customers off.

Keep the focus on the prospective buyer. Try to see things from their point of view. Talk in terms of "you" and "your." Speak to their pleasure, their wealth, their challenges, their fears, their problems, and their joys. Every reader is tuned into the same radio station - WIIFM (What's in it for me?)

Edit Your Sales Copy. Take Out "Me" and "My" and Replace it with "You" and "Your."

After you have written your ad or sales copy is to re-read it and circle all the "me" words. Take out all references to yourself and your company - every personal possessive pronoun that you have that has no real purpose. Then, rewrite the copy using "you" and "your," making it more interesting and exciting to your prospect.

Imagine how much fun it would be to see your profits go through the roof. To do this, you must clearly make your business stand out and apart from all your competition. You must convey your uniqueness without spending a fortune, and the secret is all in the sales copy.

You must create a Unique Selling Proposition (U.S.P.) What do you offer your prospects that your competitor doesn't or can't?

Include a guarantee. It raises the reader's comfort level. Remember: Many people are still skeptical about buying on the internet. E-books are still not the same as print books. Granted, they have many advantages over print books! But, this is about making your prospective buyer comfortable. It shows your confidence in your own product.

There's a lot of competition on the internet. Try to stand out. Making use of good advertising copy filled with words that make prospects eager to satisfy their WIIFM is the answer.

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