3 Things NOT To Say In a Domain Sales Letter

It’s great to find sample sales letters that other domain owners use when selling to end users.  Some are excellent and can be used in almost every situation.  Others, are poorly written and ineffective.  I’ve noticed some trends in the letters I have received and it amazes me that the authors of these emails don’t see this as obvious.  I thought I’d pass these along in case anyone else is using these strategies or would like to debate their effectiveness.

3 Things Not to Say in a Domain Sales Letter

1.  I was going to develop this domain, but I currently don’t have time.

Really?  The domain is that good that you’re asking $xxx to $x,xxx and you don’t have time to develop it?  I understand that you don’t want to say, “hey I bought this and I’m looking to flip it,” but saying you don’t have time to develop it sounds more like “it’s not a good name and I’m trying to sell it.”  Try something like “This no longer fits into our business model for development”  to sound a little more professional about the transaction.

2.  This domain is better than the one you are currently using.

Ok, I’d like to sell you this domain, but first let me slap you in the face.  The fact may be that you do have a better domain you are offering, but stating that bluntly isn’t going to impress your potential buyer.  Instead, use data and bullet points that clearly outline the metrics you are trying to get across.  Let the buyer read this and easily come to the same conclusion that you would like to scream out loud.

3.  Here’s a link to (insert your favorite online appraisal tool) that shows this domain is worth $8,000.

While we all know the uses and limitations of automated appraisal tools, to an end user that is not apart of the domain industry, it will come across looking like a scam.  Most people have never heard of these, and if they have, they likely know that they have their limitations.  Anyone could quickly build a page that says their domain is worth any amount of money.  If an end user isn’t familiar with the tools you’re linking to, that’s exactly what they’ll think you did.  They’ll interpret it as a scam.

It’s the little things you can do to tweak your emails to make them more effective.  Words have the ability to influence or deter, so use them wisely and achieve the greatest impact.  If you have any good sales emails you use or have received and would like to share them, send them to me and maybe I’ll post them.  If you have one you’d like critiqued, send it as well.