Any sales letter roughly follows the following sequence:

a. Image.
b. Headline.
c. Greeting.
d. Lead paragraph.
e. Body.
f. Closing.

The Image:

If there is a logo or design for your business, use it in the sales letter only if it is really pertinent to what you are offering. You are not selling your business logo; you are selling benefits that the buyer will realize if he buys your product or service. Use a specific image that is inherent to your headline, content, and theme, or do not use one at all. Stick to words as far as possible.

Job Of The Headline:

The headline is usually 3 - 30 words long. It should be catchy. It should grab the reader’s attention and tell him what the ad (sales letter) is about. Ideally, the job of the headline is to get the reader’s concentration, target the viewers, list an advantage, and make an assurance.

Greeting And Lead Paragraph:

Any sales letter that influences the reader has a possibility of being opened and read.

- Spin a yarn that the reader can identify with, using a conversational tone.

- Announce a new product or service, an exclusive event, or important news, flaunting your unique selling proposition.

- Speak to the reader as your equal: “Dear fellow car purchaser, are you aware of. . . “

- You could start with something innovative, perhaps a quote or anecdote.

- You could start by identifying the reader’s problem, one that your product promises to solve.

- Ask a question that might excite the reader.

- Let the reader in on some secret or uncommon information.

You could use a sub-headline to answer a query posed in the headline. For example, Part A could say: “Want to lose 15 pounds within 3 weeks at an affordable price?” Part 2 could say: “Well, this is how you can do it . . . “

Body Of The Letter:

The body copy should use the same tone and endure with the theme of the headline. You should persist highlighting the benefits and offer proof of the claim you made. Provide details of the benefits and the features. Build credibility. Your basic objective is to create a need or want for your products or services and make people do what you want them to.

Closing Or Call To Action:

If you solicit the reader to order, support, or to contact you for the particular cause, you must make it easy for him to reply. You must support the sales letter with a prepaid envelope and an order form. If not suitable, supply a toll-free telephone number, an email link, and/or your URL. Always thank the reader for his patience. Always use a postscript.

A Final Suggestion:

Getting the reader to spend his hard-earned money on you is the real challenge. The best way to ensure this is to use test readers. Test readers would be able to give their opinion if anything is missing in the letter.

Want to learn more?

You can grab my ecourse and guide for free and learn how to set up and build a profitable list from day one list building

Get your hands on my FREE brand new Article Marketing Course

Super copywriting has not much to do with suffocating, stuffy language.

It has a lot to do with simplicity, clarity and FROM THE HEART talk.

Though, looking around at your competitors, you’ll see there’s a lot of pompous strutting towards the first way.

Don’t go down their path!

If you’re struggling with commanding attention from your promotional material, especially the ‘headline’ you’d do well to stick to the proven… HOW TO!

In fact, almost any ad or promotional piece, can start with this dynamic duo.

Let’s test…

For an accountant: “John Nairn’s Small Business Accounting - if you’re looking for a cheap, affordable, friendly accountant, then give me a call on 021 23 123 1234 and let’s see what we can do”

Hmm… not too enticing, right?

Okay, let’s stick our tried and tested How To, and rearrange the furniture a little.

“How to Save a Ton of Tax, Breathe More Easily and Keep the Taxman from Sniffing at Your Door!” This special report is waiting for you courtesy of John Nairn’s Small Business Accountancy Practice who Specialises in Helping Small Business owners who have been in business from 1-5 years. Call freephone 0800 1234 123 today, as their are very limited copies available of this special report: Plus, if you are one of the first 35 to call, you’ll also receive a special bonus gift!

Okay, let’s play with another one.

How about…

Dentists!

Joey Jones Dentist Services for all the family. Why not book your family appointment and receive 20% off your first lot of treatments. We’ve been in the profession for 15 years and pride ourselves in our services. Call 020 7665 7773 now; you won’t be disappointed.

Sounds boring, right? Sounds pretty much like most ads in that category!

Though, I’m telling you, that’s what your competition is upto!

And… maybe… you too?

Okay, let’s turn this around.

“How to Make Sure Your Whole Family Can Get Their First Dental Treatment… FREE!” Joey Jones, The Family Dental Specialist, Invites You to A Tour of His Friendly Dental Surgery. Please Call Maria, our Family Dental Welcome Manager on 000 000 000 and she will arrange a time that is suitable to you. By the way, we love children under 10… they’ll be spoilt rotten here and they may not want to leave!

Study these ads for they hold a BIG KEY for you in crafting your own marketing materials.

Raja C. Hireker

Raja C. Hireker is a publisher and editor of the Marketing and Life Strategies Newsletter ‘Swinging for The Fences’ He has ghostwritten over 130 articles and is sought after advertising and email copywriter. You can go to his copywriting blog at:

http://copywritingforprofessionals.wordpress.com as well as his website

http://RajaHireker.com/copywriting.html

He lives in London, UK and can be contacted by FAX on 44 208 764 1085 and by email on

RCHireker@Simple-Marketing-Solutions.com

The topic of Headlines is extremely important to the status of your writing project. In my mind, it is sometimes controversial as to what works, or not. Why is this so, you ask?

I always considered that a headline should be from 6 to 10 words, to both be effective and to not turn off the reader’s attention by being too long. Have you noticed the trend these days of sales letters having headlines that take up the full screen and using a large font. Let’s be honest, how can one sentence that is 6 to 8 LINES long be anything but sounding desperate?

If you can’t write a headline with a maximum of 4 lines, then you end up with bad grammar, and the appearance of desperation, trying to say everything in the headline because you’re afraid of losing your reader’s attention.

I can hear some of you saying, well it works, so why not do it the long way. Well, I’m willing to read the information you’re offering about any respectable product, without the exaggerations. Ridiculously long headlines imply weakness, and I just might avoid reading it.

Of course the same applies to the content, why repeat everything so often that you end up with a 20 page sales letter. Just because some say a long sales page sells better, doesn’t mean exaggerate by repeating 12 times. It just turns me off. Again, to me it implies insecurity and desperation.

Whether it’s writing ads, blogs, emails or sales letters, try using some of these tips when writing your headlines. You may be amazed by the reaction you’ll get…

Perhaps the most important aspect of a headline is this: Ask a Question. Do NOT just make a declarative statement, as they often come off too weak or sounding defensive. You just often get the wrong reaction.

Certain Words are good to use, so try to fit in as many as is suitable. Some examples of these powerful words are: Powerful, How to, Choose, decide, new, you, free (if it applies), dynamic.

NOW or URGENT imply Urgency and are very powerful

Other attention getting words are: warning, notice, Stop (what you are doing, people stop by instinct),

More words to consider: PreLaunch, Breakthrough, Discovery, First Time

Occasionally include symbols such as $, £, >, *, %, ! etc

Consider asking a direct question, such as “Do You, Are You, Would You, If you would, etc

Deadlines can be very effective, use “This offer ends in 4 hours”

Making it selective, such as “You’ve been chosen…” may work well, although I personally hate it. When I see that exact statement, my instinctive reaction is the Delete Key.

Personalise the headline by including the reader’s name

Don’t make claims that aren’t easy to prove

Use both upper and lower case letters in your copy. Don’t type all in capitals, as it’s the equivalent of SHOUTING on the Internet.

Be specific and List the main benefits of your product or service. This answers the reader’s unspoken question of “what’s in it for me”

You can even talk about the pain people may have if they don’t use your product or service

So there you have it, just a few pointers on the subject of what makes a headline effective or not. Ask any copywriter, and you will no doubt get more tips, but these form the nucleous of a good headline.

Keep writing, and save your web site by having unique and useful information, with attractive headlines.

by Fred Farah
copyright 2007

Fred Farah is a successful business man bringing you valuable information about Copywriting at Best Affiliate Products

This copywriting information should direct you towards writing effective articles with powerful headlines, so you can succeed in the art of Copywriting.

There are great writers everywhere these days. I won’t try to imitate any of them.

Some are more eloquent than I, and some are more brief. Yet the things I write about seem to strike a chord with people. . .big or small, old or young. I like to think it’s because I write like I speak. . .loosely. . .and hopefully, with a bit of a story to rouse one’s curiosity. Sometimes I use a few too many commas despite my status as a professional freelance writer and editor. But who cares. I like ‘em, and again they work with the way I pace things. . .kinda’ like those few dots right there. Yup. I like ellipses too. My grammar teachers would no doubt string me up if they knew where to find me.

But you know what? The entire reason we as humans write is to share ideas with other people via the written word. Only so much can be said and understood in one conversation, and only so much read in one sitting. Putting our ideas to paper allows our intended audience to re-visit and re-learn what has already been stated, and if you want that corporate magazine, company newsletter, white paper, or simple note to a loved one to actually be read, you’d better make it read well. The way to accomplish this simple feat is to write simply.

Last week I volunteered at the Chicago World Usability Day event held at the downtown office of Blue Cross Blue Shield here in the city. It was an event that, quite frankly, I somewhat stumbled upon while on-line searching for concepts and ideas related to my career as a technical writer. I write and edit all sorts of material, actually, but one of my greater joys has always been editing the work of others so as to help them make their message more clear. It is technical writing nirvana for me, really.

World Usability Day was an enlightening event for me because until a few weeks prior to it taking place, I never even knew such a field existed! My first discovery of this “new” creature was through the US government’s usability website where I learned that usability is, quite succinctly, the means by which designers aim to make the things we use and interact with on a daily basis more useful, usable and to quote Don Norman who was the keynoter of the event, more “friendly”. The folks at Motorola, Whirlpool, GE and a host of other companies are working feverishly to ensure the stuff we use in our lives is indeed useful. As writers, we should always aim for the same.

When I was first learning to write critically as a history major in college, I was always instructed to assume nothing when writing. No matter how educated my professors were on the subject matter I was investigating, I was to write my papers as if they knew nothing at all about the topic at hand. It makes sense, of course, and this single lesson is critical to having your work understood. A lack of attention to this principle is often the reason why technical communication in the form of manuals, reports and proposals typically fail to educate their intended audience. As a result, if your firm is spending money on material no one reads or understands, it is spending away its profits on filing cabinet and trash can fodder. There is a reason why our parents never learned how to program the VCR and now their cell phones, and a lot of it can be attributed to those joyful how-to manuals which accompanied those shiny new electronic devices. So if we’re not writing well and using language we can all understand, then fundamentally, we’re not communicating.

So take a step forward and be a change leader. Work on those corporate and technical communications pieces and grab your audience by the short-hairs. Use great ledes, great graphic artists and great writers. After all, you’re competing for your readers eyeballs as much as your own marketing department is, so let’s make it count!

Wouldn’t it be great if after all the hard work you put into your corporate magazine or corporate history piece, your firm’s employees actually read it?

Cool link: The folks at Ragan Communications are the thought leaders in this arena. Check out their work!

Cheers,
Doc Kane, Roscommon

Doc Kane is a freelance writer and editor in Chicago, Illinois. He specializes in creating polished internal communications and marketing communications collateral for his clients which allows them to complete their goals and spend more time with their families. Doc is also a web copywriter and serves as a freelance editor for publishing and consulting firms across the country. Samples of his work as a freelance writer can be found at http://www.roscommon.com

In my last article, “How To Write A Headline - Part 2″, I explained the “Who, What, Why” formula of writing a headline. In this article, I show you how I used this formula to come up with a headline for a weight loss newsletter.

As I explained in my previous article, the first thing I do when writing a headline is identify the customer. This is the “who” part of the “What, What, Why” formula. In the case of a weight-loss newsletter, the “who” part could be: People who want to lose weight.

Now I’d advise breaking “people who want to lose weight” down even further into specific groups, like “stay-at-home moms who want to lose weight”, “busy executives who want to lose weight”, etc., and craft your headline accordingly. The more precisely your headline is targeted to your audience, the more likely it is to grab their attention.

The next step in the formula is the “what” - meaning the product. What exactly are you selling? Are you selling a weight-loss book? A membership to a pilates class? A nutritional supplement? Once you identify the product, you have to decide which product features you want to highlight and how these features will benefit your customer.

Identifying features and benefits is a pretty lengthy topic, and I’ll probably devote an entire article to it, but to keep things simple, just remember that people generally buy things for two reasons: Either to gain PLEASURE or to avoid PAIN.

When it comes to weight loss, the “pain” can be anything from low energy, to risk of disease, to feeling unattractive. The “pleasure” part can be anything from being able to fit into your favorite outfit, to getting more attention from the opposite sex, to feeling healthier and more confident. These are your motivators. It’s your job to identify your product features and show the customer how those features will bring them pleasure or help them avoid pain.

The last part of the formula is the “why”, meaning your objective. What do you want the customer to do? Do you want them to visit the website for your weight loss e-book? Do you want them to order a bottle of your African herb dietary supplement? Me being a copywriter, most of my clients’ objectives will either be making the sale on the spot, or getting the customer primed for the sale and compelling them to take further action (visit a website, request more information, etc.)

So let’s put it all together. If I’m building a headline for a weight-loss newsletter, my “Who, What, Why” formula might look something like this:

Who: “Stay-at-home moms, age 25-40, who want to lose weight”
What: “A set of weight-loss hypnosis cd’s”
Why: “Drive prospects to the sales page at www.weightlosscdformom.com”

So my headline might look something like this:

“In Less Time Than It Takes To Make Dinner For The Kids, This Little-Known Technology Can Give You The Fat-Burning Powers Of A 19-Year-Old”

This headline incorporates all three elements of the “Who, What, Why” formula. It targets stay-at-home moms aged 25-40 with the benefit contained in the phrase, “In less time than it takes to make dinner for the kids”, and by promising to give them the “fat-burning powers of a 19-year-old”. It also sparks curiosity with the phrase “little-known technology”, which makes them want to know more and draws them into the body copy, thus driving them towards the “close” - visiting the sales page on
the website. This accomplishes the “Why” objective.

So that, in a nutshell, is how I build headlines using the “Who, What, Why” formula. Play around with it and you’ll be crafting your own killer headlines…in less time than it takes to make dinner for the kids!

Karim Pearson is a copywriter and internet marketer based in New York City.
Did you know that the word “because” might be costing you customers? Find out how at http://www.firstclasswriting.com

Copywriting as a job can be one of the most fun things you can do with your time. If you set yourself up properly you can also make a lot of money in an exciting field.

The biggest secret to getting into copywriting as a job is to do something you are interested in. There are many types of jobs that involve copywriting. Figure out what you like or would like to get into and start looking in that field. Wherever you find that someone has written something in that field that’s a lead for you to get copywriting as a job. Many times the person doing the writing is not even called a copywriter, but the job description involves writing.

You can write books, instruction manuals, research reports, white papers, web copy, emails, direct response ads, brochures, instructional videos, seminars and so on… Copywriting as a job opens up all kinds of possibilities for you.

Here’s a little used secret to get into copywriting as a job: If you know about something approach some companies that would be interested in having someone write about it. Better yet, write an informative series of articles or research report and send it to some companies that deal with that subject. Offer to write more material for them or give them the rights to distribute your material for free to people who would be interested. Just make sure they give you credit for writing the report.

You will find that if you are writing about something “that turns your crank” your writing will have a special quality that people will find interesting. When word gets back to the people handing out your report for free that that they like your writing, they will come back to you for more…

This is where the interesting, exciting and lucrative part starts!

As your notoriety builds, you will be able to charge more and more for what you write. People will be willing to pay you in advance for bigger projects. They will pay for sending you to conferences and events that you would gladly have paid for and gone to on your own.

The best part is that as you get more and more of your writing out there, life will get easier for you. People will approach you instead of you having to approach them. If you want to just get a job in a certain field all you need to do is show them your portfolio and some of the recognition you have received in terms of testimonials, printed articles, awards etc. and you will command a higher salary than someone who can’t produce all these references.

Ultimately you might find that freelancing will pay better and give you the lifestyle you want, but copywriting as a job is a good place to start.

Learn copywriting from the best. Now you can see a top copywriter rip sales letters apart on video FREE! Go to: http://www.netman-ecommerce-guru.com/fortincopyvideo

People have been writing letters since time immemorial. Originally, letters where meant for exchanging personal notes to and from people of various distance. As time evolved, the letter has accumulated different interesting functions, and perhaps the most interesting function of all is its value in business. The prime example of letters used in business is the sales letter – a viable tool that opens your business to great expanses in ways that are different from other marketing channels.

Because sales letters have been observed to be quite effective in a lot of businesses, many entrepreneurs have joined the letter-writing bandwagon and created their own sales letters. However, not all sales letters became as effective as their authors had hoped. These letters were often written haphazardly, without proper thought in place. There are certain things needed so that a sales letter could be effective.

Here are some tips to make your sales letter effective:

1. Maintain a Trustworthy Tone – the first thing you want from your sales letter readers is their trust, because once you win their confidence they will be more willing to transact business with you. A classic way of gaining your readers’ trust is by including testimonials that show that you products or services really work. You may also look for other techniques that would allow your prospects to put confidence in you.

2. Establish Your Credibility – your readers should not only trust you, they should also believe that what you are saying is very much grounded and has a firm basis. You need to till them how sure you are that your offerings do deliver what they promise. Perhaps you can include case studies or success stories regarding the performance of your products and services. You need to show evidence that you are indeed as good as you say so.

3. Make the Letter Unforgettable – people do not really respond to sales letters immediately, it may take days, months, or even years before a prospect actually makes the move in response to your sales letter. People might not need your product or they might not be interested during the time they received your letter. But you have to make sure that they would remember your letter when the times comes that they would need your offerings. Include interesting tidbits that would make people easily recall your letter when the time comes.

4. Make it Catchy – while the old adage says that one should not judge a book by its cover, people do judge things by their appearances and not so much by their contents. A plain and boring letter would not catch the attention of your readers. You want to make your sales letter pleasing to the eye as it is to the mind. Colors, pictures and other interesting things are indispensable in sales letters. Just do not go overboard and make a chaotic abstract painting out of your letter, otherwise people might find it too distracting to read.

5. Make it Easy for Your Readers – you might gain your readers’ trust, make them believe you, catch their attention or ingrain your letter on their minds. But you also have to tell your readers what to do next. You should make it easy for your readers to respond to your sales letter. Give clear instructions on how to contact you using all popular channels whether via email, snail mail, fax, or telephone. Just be sure that all these channels are working well so that you would not lose any prospect and you can easily get back to them.

6. Add Bonuses – people are suckers for freebies and rewards and thus it is usually wise for you to include incentives for responses to your sales letter. Provide special discounts, gifts, or other offers for acting to your sales letter. Better yet, give rewards to the early birds so that people would respond immediately.

7. Personalize – people are very vain and they usually respond well when they are addressed personally. But by all means avoid using automatic mail merging. People are smarter these days.

A good sales letter can bring your business a long, long way. It may not be long until responses from your prospects begin to pour, allowing your business to boom in no time.

Mario Churchill is a freelance author and has written over 200 articles on various subjects. For more information on copywriting or becoming a copywriter checkout his recommended websites.

Corporations have it easy. They’ve got the necessary resources to make the best sales letter. But small businesses like the one you’re running can’t compete in the same ground and thus, you have to personally make sure that everything goes right with your sales letter. Customers are often unforgiving and with long memories so make sure that you get your sales letter right the first time around.

Step by Step Guide on How to Write a Sales Letter

Step #1 Get the Date Right

Try to determine when’s the earliest date your recipient will get a hold of your sales letter and make sure that you date it accordingly. People like to read about the latest things and anything that’s a week old will usually be considered unimportant. Make sure as well that your recipient will be provided ample time to think about their purchasing decisions.

Step #2 Create a Headline with Strong Impact

After the date line, the next thing to tackle is your headline. This is a one-line summary of the content of your sales letter. More importantly, it tells readers WHY they need to read your sales letter and what they’ll get from it.

Step #3 Personalize It

After the headline, it’s time to address the letter to the intended recipient. It’s always encouraged for businesses to address customers – existing or otherwise – by their given name. Your following introductory paragraph must include additional complimentary details about the recipient if possible.

Step #4 Illustrate a Situation

The next paragraph is where you slowly lead the readers to the main purpose of your sales letter. Illustrate a situation that your readers – or customers – could easily relate to. The situation must be something that you’re assuming your customers still have problems in and something that your products or services are able to solve. If you’re selling a credit card, you might use situations where people are suddenly faced with an unexpected mountain of debt or expenses with no one to turn to.

Step #5 Get Rid of Potential Problems

Of course, your customers might think of several problems and concerns they have with what you’re selling but don’t wait for that to happen. Be the first to talk about them and present a solution for each.

Step #5 Enter: Product or Service

It’s time for your products or services to make a grand entrance by way of a hero. The situation illustrated earlier on or more to the point, the problem described will naturally be solved by the product or service you’re offering. Focus on how much the product or service will be of help to the customer. Place strong emphasis on the benefits and not the futures of your products and services. Effective sales letters always focus not on what a company’s offering but why customers need the company’s offering. Don’t hesitate to assume that your customers need what you’re selling. Take it as a given and a lot of people will immediately follow your line of thought.

Step #6 What are You Waiting for?

When you’re done explaining all about the wonderful benefits of your offer, you proceed by making it seem like it’s a foregone conclusion that they’re going to buy. Act like it’s impossible for you to conceive that a customer would delay buying because the offer’s just too good to be true so why let it slip by?

Step #7 Call Me

And lastly, don’t forget to give your contact details. Persuade them to contact your office even if they’re only marginally sure about buying. Right now, obtaining interest is more than enough!

Dos and Don’ts for Writing a Sales Letter

Write in the language your target market is accustomed to. If your business’ primary target market is made up of businessmen, adopt a businesslike tone. The more statistics and figures you use to support your claim the more they’re inclined to believe in what you’re offering.

Don’t ignore what your competitors are doing right. Originality is always good, but if you notice something that your competitor is doing to make an effective sales letter, know their trade secrets and find a way to incorporate and improve on it with your sales letter.

Do double check that you’ve got the right name and address of your recipient. It would just give you too much hassle if you’ve sent the sales letter to the wrong recipient.

Mario Churchill is a freelance author and has written over 200 articles on various subjects. For more information on copywriting or becoming a copywriter checkout his recommended websites.

How important is copywriting for the web? I think that it is quite important, but I think that everything has to be seen in the light of the big picture.

What is the big picture for you? What is the big picture for you online?

There are a few things that are critically important for you to remember is that there are a few things that are critically important to your web business – and there are other things – most other things that either are tools to advance these key things – or they are not important at all.

What are those two things?

Think about this: What is really important? No matter how good or bad is your copywriting – how do you make money with it? 1) It has to convert 2) You have to have traffic to it for it to convert in the first place.

You really have to learn copywriting to become successful – or at least, the more copywriting you learn, the more money you can make online.

You have to learn to make words tell stories, to let words – to make words – tell a story that compels people to take action.

You simple have to learn to write persuasively. And there is a basic template for doing just that – but you have to learn the art of persuasiveness first.

And once you are persuasive – you can do so much more. You can write articles that are persuasive, you can write emails that are persuasive.

That is exactly what I try to do – write persuasive articles – write persuasive squeeze pages- write persuasive emails.

Do you want to learn more about how I do it? I have just completed my brand new guide to article marketing success, ‘Your Article Writing and Promotion Guide‘

Download it free here: Secrets of Article Promotion

Do you want to learn how to build a massive list fast? Click here: Email List Building

Sean Mize is a full time internet marketer who has written over 900 articles in print and 9 published ebooks.

Sales letter writing is not my favorite thing to do online – but I have had to learn how to do it. You see, I cannot afford to pay $5000 for a sales letter – and I didn’t want to have lousy sales letters – so I had to learn.

Now, if you have seen some of my sales letters, you know that I am not the best.

But my average sales page converts at around 5% - and I think that is pretty good.

This article is not going to do justice to learning to write a sales letter – I have read hundreds of pages and many sales letters, and even bought Yanik’s sales letter product – and I am still learning.

But this will give you the basics.

But before I get into that, let me tell you this – download the big books on writing sales letters. Start reading sales letters. Start writing out sales letters from the experts. Just practice. Write your own sales letter. It won’t be the best – but the second one should be better – and the only way you can get to the better 2nd one is if you write the first one.

And you need to test everything you do. More on that in another article, perhaps (I do not like writing about testing – it is so hard to explain).

So how do you write a sales letter for the web?

1) Write an exciting headline

2) Write some exciting copy, starting with a story illustrating a problem – then follow by indicating how your product solves the problem.

3) Create a long bullet list of benefits – benefits, not features –

4) End with a powerful guarantee.

5) Add an order button – then a PS.

That’s about all, folks.

By the way, how do I generate the bulk of my traffic to my sales pages? Ultimately, by writing and submitting articles like this (article marketing).

Do you want to learn more about how I do it? I have just completed my brand new guide to article marketing success, ‘Your Article Writing and Promotion Guide‘

Download it free here: Secrets of Article Promotion

Do you want to learn how to build a massive list fast? Click here: Email List Building

Sean Mize is a full time internet marketer who has written over 900 articles in print and 9 published ebooks.