3 Things NOT To Say In a Domain Sales Letter

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.

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Comments (9)

  • DR.VEGAS Reply

    Whew…thanx for the reminder mike.:-)
    I DO NOT use anything of the sort in my sales pitches…but now I’m sure not to. I usually just check off 3 or 4 benefits of my domain(s) then leave a way to contact.

    December 21, 2010 at 8:47 pm
    • Mike Sullivan Reply

      @Dr.Vegas, listing benefits sounds like a good approach.

      December 21, 2010 at 9:04 pm
  • @chrisco Reply

    #1 is funny because last month in this post http://sullysblog.com/Domain-Sales-Letter it says:

    “I don’t have much in the way of critiquing this one, other than the Google search volume…

    ‘I am contacting you because coolbars.com appears for the search term “club suppliers”. I thought that you might be interested in knowing that I am selling my domain name ClubSuppliers.com, since I do not currently have the time to develop it myself.'”

    December 22, 2010 at 7:11 am
    • Mike Sullivan Reply

      @chrisco, I think a little fine tuning can go a long way. There is no perfect approach, but I’m always trying to find ways to improve things.

      December 22, 2010 at 7:18 am
  • chris Reply

    Sully – good tips

    I have started sending domain sales letters and have made sure to not use anything like that. It is unprofessional and just sounds – well stupid. You want to make a sale not insult the end user by saying you are lazy, your domain is better than theirs, and its worth $xx,xxx. All these can immediately lead to someone hitting the trash button on their inbox.
    When I write me letters I state my name and take a different approach by trying to tell the end user how this domain will HELP their site.
    Good tips

    December 22, 2010 at 8:27 am
  • MadDomainer Reply

    Good tips and I applaud you that you are constantly on the path of bettering yourself and your business practice.

    December 23, 2010 at 1:38 pm
  • Attila Reply

    Nice post. I don’t know how many times I contact domain owners to inquire about the domain they own to get replies like you mentioned. Its very annoying and just shows their lack of professionalism. Its why I try be like Elliot “never to buy domains from domainers” as it can become a ridiculous game…

    Happy Holidays all!!

    December 23, 2010 at 8:54 pm
    • Mike Reply

      And domainers never sell domains to other domainers as it quickly becomes a game as well….

      January 9, 2011 at 12:12 am
  • Mike Reply

    You could add:

    4. Alexa and Compete rank this domain at XXXXX and YYYYY visitors per …

    Smart folks know that Alexa and Compete stats are about as good as an appraisal is…… worthless.

    January 9, 2011 at 12:11 am

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