5. Sprinkle testimonials throughout your sales letter.

Since people who learn about your book are more likely to buy it when they think other people already have, it?s important to offer testimonials from experts in your field, relevant celebrities, and satisfied users who have profited from your advice. Don't send the whole book to people when you ask for testimonials. Just send them a list of the benefits and phrases to make it easy to respond as well as the title and introduction.

6. Offer your potential buyers three or four chances to buy.

They may have already decided to buy before encountering your sales letter, so put "Buy Now" information near the top and present more buying opportunities along the way after your list of benefits, your summary of the book?s features, and your testimonials.

7. End your sales letter with a 100% money-back guarantee.

When you offer an ironclad guarantee--"This product comes with a 100% Money Back Guarantee. Read the book cover to cover, and if the strategies don't work for you within 60 days, we'll cheerfully refund your money, and you can keep the product too!-- people see your book as valuable enough for you to put yourself on the line for it. They will be more likely to buy and be satisfied with their purchase.

8. Share the downside of your book.

Being up front about your book's limitations can increase your credibility and create empathy.

Example: "This e-book won't write the book for you, or even get it published, but it will show you the steps and resources you need to write compelling copy, finish fully and sell well."

9. Include your credentials.

Obviously, expertise is important. One author wrote a book on stress and how it affects relationships. Her sales letter included ?I interviewed 30 couples and included their answers to my ?what do you do daily to keep your relationship alive and joyful? My 20 years background as a marriage and family therapist includes 10 years coaching, consulting and presenting 25 seminars a year.

Keep your book alive and selling well for years with a sales letter emailed out and on your Web site.

Judy Cullins ©2004 All Rights Reserved.

Judy Cullins, 20-year Book and Internet Marketing Coach with small business people who want to make a difference in people's lives, build their credibility and clients, and make a consistent life-long income. Author of 10 eBooks including "Write your eBook Fast," "How to Market your Business on the Internet," and "Create your Web Site With Marketing Pizzazz," she offers free help through her 2 monthly ezines, "The Book Coach Says..." and "Business Tip of the Month" at http://www.bookcoaching.com/opt-in.shtml and over 155 free articles. Email her at Judy@bookcoaching.com.