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Home » Business Owners

How to Write your ebook part 5

This is the 5th post in the series how to write an ebook. In the last post we talked about getting ready for launch and setting up your checkout in E-Junkie.

In this post I’m going to talk a little bit more about building a successful sales page.

A sales page is what is used to turn readers into buyers and is what most people who sell information products online use.

You will have seen plenty of examples with of hard sell sales pages with lots of Yellow Highlighted Text. Not classy.

This post is going to teach you a much more classy and tasteful way to sell your products without the hard sell or the yellow highlighting.

Over the years there has been a lot of research into looking at what sells and the following is based on a proven formula,

Let’s call it the 5 step rule:

1. What’s up Doc?

Before you mention anything about what the product is you’re trying to sell, first of all you’ve got to start by identifying what the problem is. For example:

Are you tired of starting towards your goals only to fail 2 weeks later?

So define the problem up front so that your readers start nodding in agreement.

2. What you have for them

This is a ‘teaser’ to what you’re selling. It’s a glimpse of the solution you’re going to offer your readers. You’re giving the potential customer an idea of what it can do for them. This is where you tell them what the product will do for them and describe the benefits of your product.

For example:

“We have a step by step workbook which takes you from goal setting to action taking, which will get you the results you want more quickly, without failing.”

Once you’ve given them a glimpse of the the solution that you’re offering them it’s now the time to tell them why you know what you’re talking about and why people should buy from you.

3. Who the hell are you?

So, what makes you such an expert mr fancy pants? Why should I buy this product from you?

As an example:

This workbook has been put together based on my 20 years experience in working with some of the world’s biggest business, to help them get the results they want and also from coaching and developing small businesses owners to accelerate their results. I am a qualified accountant, interim manager and consultant…

So, once you’ve stated your credibility it’s now time to tell the readers what you have for them:

4. Now tell them

This is where you tell your readers what your product is. What exactly do they get for the money?

For example:

a complete 35 page workbook which takes you from setting your dream line to working out your goals.

It contains worksheets and tools to help you put what you’ve learnt into action.

It contains 10 podcasts and transcripts of interviews with some of the world’s biggest experts on…

Now, and this is the important bit:

5. Tell them what to do.

Here’s the most important bit. You need to make it crystal clear what someone needs to do to buy your product.

For example:

To buy now, click here and the workbook will be available to download.

That’s it it’s that simple.

If you follow these simple steps then you’ll sell more product and in all fairness, if you do a good enough job, you’ll get a much better price that you would have been able to get with all that highlighted text.

So what do you think? Anything to add?

Thank to all of you who have commented on the blog, tweeted me or sent me an email suggesting I put this all into an ebook. I’m going to do this and it will be available from end of June with how to guides and a launch check list.

As usual we’ll be giving our very best pricing to those on our mailing list. You can too by signing up to the newsletter. Signing up is free and we’ll even send you a copy Seth Godin’s Ebook Unleashing the IdeaVirus.


  • Eleanor Edwards said:

    I hate those yellow highlighter sales page just as much as you but the cynic in my head can’t help but think that if they didn’t work, they wouldn’t have been hanging around as long as they have. Just thinking out loud really, I haven’t tested this although that would be a good experiment – run two sales pages and test which converts the best. As if you didn’t have enough stuff to be doing right now eh? 😉

    Seriously though, great advice on the structure. I’m a greater lover of stories and would personally weave a little story telling magic into the mix. But that’s just me 😉

    Now you’ve given all this wonderful advice, maybe I should knuckle down and get Boot Strap Branding written. It’s fabulous in my head but a little inaccessible for other people right now 🙂

  • Matthew Needham said:

    Yes, that’s very true – they clearly do work but they don’t look very classy. And as good infopreneurs we want to look classy as we’re going to be around for a while. Good luck with the Boot Strap Branding. Sounds very exciting.

  • Alex said:

    I am loving this series man, perfect timing since I have two screens and the other is open in a word doc writing page 11 of my ebook as we speak. (granted it’s a free book but the same rules apply)
    I hate yellow highlighted text so nice one on the banishment of that crap
    Awesome Matthew

  • John Soares said:

    Matthew, you’re nailing it with this series of posts. I’ve already written two ebooks. I’m implementing a lot of your advice as I’m creating two more e-books.

    Keep it coming!

  • Matthew Needham said:

    Thanks John, I’m glad it’s hitting the mark for you!
    I’m hoping to have my ebook on writing an ebook finished next week which will have a lot more content in it!

  • Rick Byrd said:


    This is an awesome series. I am just getting ready to start writing my first e-book so the timing is perfect for me.

    One questions I have for everyone, is it really that important to put a section about “Who Am I”? Do most people really care or do that just want to get to the content?



  • Matthew Needham said:

    Thanks Rick. Glad you’re finding it of use! Looks like Joshua has answered your question!

  • Joshua Black | The Underdog Millionaire said:

    This is a great little synopis of a sales page Matthew, however I will respectfully disagree here that the yellow highlighter still works if placed correctly.

    The old classic rules of copywriting still apply, but you are right, your site needs to be professional or people will walk away.

    @Rick Byrd -I would not include a “who I am section” on a sales letter unless you are selling a product in a blog format. Instead, tell the customer who you are in the story about your product included in the body copy of the sales letter.

    -Joshua Black
    the Underdog Millionaire

  • Matthew Needham said:

    Hi Joshua, thanks for adding valuable input here. There’s no doubt that yellow highlighters work, it’s just that there’s plenty of sites that use them aren’t ‘classy’ and essentially you want to try and distinguish yourself as much as possible from those sites.

  • Steve’s Sunday Selections – Jul 18th, 2010 | Steve Scott Site said:

    […] the ones that I just started, you’ll be able to easily create a profitable information product.  Here is part 5 and I recommend you check out the others he has listed on his […]

  • Tej Kohli said:

    Thanks for this post Its a really good advice for writing E-book …