Before
you write your book, ebook or article, you want to write your sales letter.
This news isn’t just shared by me; it’s mutual among almost all the marketers.
Yet, what goes into this sales letter? Here, I’m going to talk about one part
of that sales letter. What I think is the pros and cons and an example I picked
up from one of Robert Bly’s sales letter.
First, the outline. You outline your
writing project. Well, it’s never my first step. Many times, I need to do some
conscious writing to get to where I think I’m heading. Thus, if the outline
isn’t the first step for you and you need to follow the same route I take. Know
it’s okay.
The outline is always the hardest for me just like getting and
keeping organized is as well. I’ve tried mind-mapping (I’m certified in
teaching this), I’ve tried pen creation. I’ve tried Word. I’ve tried various
writing software. None of them seemed to work. I was too embarrassed to tell
anyone. It made me feel like a failure. I found myself always asking, “Can’t
everyone do this.” My inner critic kept yelling, “You’re smart. You have a
degree.” Then I began to understand that being organized is just one of the
offsides to ADD. Even though I’ve never been formally diagnosed with it, the
symptoms are apparent in my life. In addition, being unable to organize is one
of those “gifts.” This also was reflecting in creating an outline and
organizing my writing flow.
Now this doesn’t mean that if you can’t stay organized you have
ADD. That’s not the truth. Yet, it is one symptom.
The best part…there is methods to work with this weaker
strength. Hire out. Delegate.
Hire a professional organizer. If you live
in the Maryland/DC/Virginia area, I HIGHLY recommend Susan Kousek. She has the
patience of an angel. Contact info: 703-742-9179 or www.balancedspaces.com.
She’s worked with me over the phone and has guided me into creating a miracle.
Together we just finished the huge project of organizing 10 years worth of
writing. About nine boxes of handwritten material weren’t organized in any
way. Since completing the project I am writing even more than before, the words
seem lighter (my psychic also) and production tripled.
Okay, let me get back on topic from this recommended side trip.
Another way to outline is to use index cards. Once I got past
the juvenile feelings of being back in high school, I found this to be an
acceptable way to put some order into my writing projects.
Besides index cards (in any office supply store or drug store),
there is software, “Writer’s Block” that also uses (it has
other options) index cards to organize a story. I have version 2, version 3 now
available. FYI, version 2 doesn’t work with Windows XP.
If you use the paper index method, you can also get a choice of
colors. I’m exploring this method now. The software didn’t move around as
easily with my writing places -- cafes, McDonalds, book stores, in the car, at
the park, on my balcony, sister’s patio, or the doctor’s office.
I’m currently using one color each for the Introduction, body,
and conclusion. I’m writing one point per card. The learning curve hasn’t been
easy this week.
If you know of a better method to use the index cards or the
different colors, please comment below and let me know what you’ve tried that
has worked – or maybe what didn’t work. Everyone on this blog will appreciate
your thoughtfulness.
Back again…to that sales letter trick…
On each index card, the body point section, write your writing
point on one side, and then on the other side, write the sales aspect.
As promised, here is the example from Robert Bly’s ebook sales
letter for an ebook he’s written on selling your consulting services. Notice
that each chapter is listed and the benefits for someone wanting to buy it and
how it’s answering a problem. You can read more here:
Again, I’m not recommending his product (I didn’t buy it), just using this as
an illustration.
Don’t miss the summary written below the example.
* Choosing your consulting specialty: determining what services
you'll offer, to which clients, and in what industry. Plus: how to find the
highest-paying consulting assignments you can qualify for (see chapter 2)
* The surprising secret that
separates highly successful consultants -- those earning $250,000 a year or
more -- from those who are just getting by. It has nothing to do with how good
a consultant you are, or how much expertise you have in your field (chapter 1).
* A foolproof way of getting leads.
Automatically pre-qualifies prospects so you know the lead is good before you
call them (chapter 4).
* How do you convince potential
clients that they should hire you instead of your competitors? This one simple
method works 8 times out of 10 (chapter 3).
* Shortcuts to writing proposals
that win a maximum amount of new business with a minimum of time and effort
(chapter 6).
* Choosing the right name for your
consulting practice: Does use a made-up name work better than using your own
name? Surprising answer (chapter 3).
* Do you need a Web site? What
should it look like? What should be on it? Plus: How to build your Web site for
under $250. See chapter 3.
* What to send a potential client
who calls and asks, 'Can I see some more information about your consulting
