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!
When setting your price, it is best to start low. If you start high, thinking that if you do not get many buyers you will reduce the price as if it were a sale in a store, people who bought at a higher price last week will be upset and are likely to start asking for refunds. But start low, and you can tweak your price upward. If you have had a well-publicised launch, this can be a great incentive to your buyers to act fast. Tell them the price goes up every 24 hours, or every 100 sales, or whatever - and then make sure that you do follow through and increase the price.
On the other hand, don’t start too low. It is true that you may not sell so many copies of your ebook if you charge $27 rather than $7, but remember that you have to sell almost 4 times as many at $7 to make the same profit. Consider what else is on the market, whether your topic is ‘hot’, the quality of your testimonials and bonuses as well as the product itself, and set a fair price. Then reduce it a little for the ‘early bird discount’.
