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Writing sales letters is often frustrating for infopreneurs. Here is the easy six-step process that I use to convert prospects into customers.

As the President of the Information Marketing Association, I host monthly coaching calls for info-marketers who have questions and are trying to launch their infopreneur business. Here is a question from Chip in Tennessee about how to write a good special report. Since this is a common question, I decided to prepare an article about this challenge to help you.

I learned a simple 5-step process to create sales materials from Dan Kennedy’s book, How to Write a Great Salesletter.

The first step to make the potential buyer aware there is a problem that needs solving. Explain the problem to them in common terms they can understand. In some cases, they may not know they have a problem and you need to alert them, as if something is going on they may not be aware of. Other times they may already be aware of their problem, such as back pain. Your first job is to make sure they know that you understand their problem and that it’ll only get worse if ignored. For instance, if you are selling a program teaching people how to loose weight, you need to explain why diets don’t work, how the yo-yo effect makes you fatter and how diets always promise you can eat the foods you enjoy but tell you otherwise once you buy their program.

Step 2 is to tell them a very generic way to solve the problem. As soon as there is a way to solve the problem, the potential buyer no longer feels the threat and tends to continue reading to find out what the point of the special report is. To keep with our diet example, you’d explain how there is a way they can loose weight and continue eating the foods they enjoy.

That is when you can hit them with Step 3. You make it clear to them that your business, company or program is the best way to solve their problem while backing it up with the information they need to know to go ahead and buy into your program. This is where you explain that your particular version of the diet is so superior to others. Too many business people start every sales conversation talking about how great their company is; however, you shouldn’t talk about it until after they accept that they have a problem to solve and they are interested in the solution you recommend.

Step 4 is to justify the price and establish that the price is reasonable. And Step 5 is to convince them that they need to buy this immediately. Anything you can use to make them know that they need to act immediately in solving this problem using your company, business or program will work.

I’ve used this formula to create all the sales in my marketing career. When you mail these out, you can either use an audio CD with the steps recorded or turn the special report into a sales letter. I suggest giving both a try and waiting to see what the reaction is and how people react to the different formats to sell the same information.