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July 17, 2007

Copywriting sales letters -- tips and sneaky tricks

Copywriting sales letters for ebooks and software on the web can be great fun. Without the production costs of physical products, you have huge flexibility. Usually you can set whatever price you like. Of course that does not mean that people will buy at any price!

Audio and video on CD or DVD have a higher perceived value than downloads, so you can charge more if you are willing to have these produced and shipped. Of course the costs are higher too, and you run the risk of over- or under-ordering. You may lose some buyers if they find unexpected high shipping charges added on the order page, so make sure that your shipping is charged at cost price.

There has been a trend in the last few years of setting ridiculous values on bonuses - "60 minute CD of teleseminar with guru X, $2,000 value - you know the kind of thing. How much would a CD like that cost from Amazon? $30? Don’t damage your credibility by making up crazy bonus values that nobody will believe. If you set a value on your bonuses, make sure that they are actually being sold for that price somewhere on the web.

Posted by David at July 17, 2007 11:50 AM

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