You will place top five or so bulleted benefits after your sales letter Introduction. The rest you can sprinkle throughout your copy.

5. Sprinkle Testimonials Throughout your Sales Letter.

Potential buyers who visit your site are pulled to buy when they think other people have already bought and liked your book. If other people are happy with your product or service, they will be too.

Include testimonials from experts in your field, celebrities, man/woman on street, and other people who have profited from your book’s advice. Learn how to approach influential contacts through email friendly notes and requests. To save these busy people time.(they want to help, but consider it's time consuming to create testimonials) ask them look at your list of 5-10 benefit phrases, and a page of your table of contents to give you’re a testimonial within a few weeks. Remember, they don’t have to read whole book to give you a testimonial. Don’t be shy on this one. It’s part of publishing-promotion process.

Give as you receive. Give that person something of value. Study their web site or read their ezine, and send them a short helpful tip, report or joke.

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

Are you a skimmer? Many visitors are too. They may have already decided to buy before coming to your sales letter, or after your sparkling headline, book cover, and introduction don’t want to read more. After cover, offer a "Click Here" or "Buy Now" near top of letter. Offer more buying opportunities along way after a list of benefits, what's in this book (features), and testimonials. You may offer by a download eBook by credit card or with a toll-free telephone number—maybe three or four times.

7. Make your Sales Letter Credible.

To boost sales, authors often add free bonus reports related to their book. Visitors often want bonus special report more than product itself. The bonus “How to Get Testimonials From Rich and Famous” I offered with “How to Write your eBook or Other Book Fast!” on my web site’s “Discounts of Month.” Link increased that book’s sales double in one month.

Make sure your free bonus reports do not cost more than price of your product. Would you believe this offer "Order this for $49 now and receive 4 special bonus reports worth $395?"

8. Share downside of your book to create empathy.

For example, "this ebook won't write book for you, or even get it published, but it will show you steps and resources to write compelling copy, finish fully and sell well."

9. Include your expert credentials

"I spent 6 months researching this book and 3 months writing it. My background includes 23 years bookcoaching, presenting 70 writing and marketing seminars a year, and 48 published clients since 1999."

10. End your Sales Letter with your 100% Money-Back Guarantee.

When you offer an ironclad guarantee, people see your book as so valuable that you put yourself on line for it. They will be more likely to buy and be satisfied with their purchase.

"This product comes with a 100% Money Back Guarantee. Read book cover to cover, and if strategies don't work for you within 60 days, we'll cheerfully refund your money, and you can keep product too!"

Without a book sales letter to guide your potential buyers on your web site, you leave them bored, uninspired, without enough information to make that decision to buy. Your web site and ezine must entertain, inform, and give enough benefits to convince your readers to order your book.

For all email promotion campaigns, without a sales letter for each product, your unique, useful and inspiring information will not get read, people won't know you as expert, and you won't make sales you want.

4. Train your staff to Market for you.

Your staff represent your company and they must be professional at all times. Gossiping and ignoring delegates is a poor reflection of your company.

Make sure you staff your booth with employees who are people-orientated. Brief them fully on what is required of them. Let them know reasons why you are at trade show, what you are exhibiting and what you hope to achieve by being at event.

Training on how to correctly approach and interact with people and collect quality leads is also essential.

5. Appealing Giveaways

Whether we like to admit it, most of us have probably left a trade show and proudly shown off our new pens and trinkets to those unable to attend.

It can be easy to dismiss these giveaway items as a waste of money. However, reality is that they do increase awareness of your company and entice attendees to your booth.

The trick is making sure that you are giving away an item that your target audience wants. What items will appeal to your market?

6. Lead follow up

A successful trade show is dependent upon your skills in following up leads. Research has found that 70% of trade show leads do not receive proper follow up.

To make job easier, plan before trade show how you are going to follow up prospects. Design a system to mail out information to leads within a week or two of event and how you will follow these up. The longer leads are left unattended colder they will become.

Ideally, ensure that all your leads are qualified before you pass them on to your sales team.

(c) Marie-Claire Ross 2004. All rights reserved.

Marie-Claire Ross is one of the partners of Digicast. Digicast works with organisations who are not satisfied that their marketing and training materials are helping their business grow. She can be contacted on 0500 800 234 (Australia wide) or at mc@digicast.com.au. The website is at www.digicast.com.au.