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How to draft a letter proposing the sale of a niche website

     

SandyKC

12:06 am on May 14, 2003 (gmt 0)

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Greetings!

Researching the postings, I've gleened enough information to price my website. I'm interested in how to write an effective "sales" letter that will make my larger niche competitors clamour to purchase my site!

Bit of Background:
My site has 400-600 visitors per day, is targetted towards a small niche within a MUCH bigger market (subcategory), and currently holds TOP ranking in Google for direct keyword searches, and lands within the first page or two for related topic searches. THe site generates a small income annually.

It is in a topic area I'm no longer interested in pursuing on an ongoing basis (I want to do something new!). Thus, I'm interested in selling the site to a company who serves the larger market as a way to enhance their service to this subsegment of the industry. The overall market is not one I believe would be "looking" to buy my site and it is not a broad enough market to be likely to snare purchasers through eBay. I'm thinking a direct proposal letter would be best!

Tremendous thanks to anyone who can help me with a dynamic sales pitch!
SLC

1:34 am on May 14, 2003 (gmt 0)

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Hi Sandy!

Great idea. Could you just tell us in wich "broad" field it is in? You can sticky me, maybe it's better that way.

Thanks

SandyKC

2:01 am on May 14, 2003 (gmt 0)

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I probably should also mention I have a list of almost 3000 members. I also noted that in some categories, I am ranked #1 and a couple of the biggest marketers don't appear until page #18 of Google search results! (I think they could use my site ;-)
4:10 pm on May 14, 2003 (gmt 0)

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Hi Sandy and welcome to WebmasterWorld. Sounds like you are on the right track. List out all of your site's accomplishments. Are there any testimonials from current site users? If so, throw those in there.

You also might want to consider selling ad space to several competitors. As you drive them mass amounts of traffic and build a relationship, hint that you might be willing to sell the entire site to them. Sometimes it is difficult getting a good price for a domain when the potential buyer knows nothing about the site but a sales pitch they read in an e-mail.

8:53 am on May 13, 2003 (gmt 0)

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This may seem like a bad idea, but it could work out.

Building on Travoli's comments about getting your competitor interested in your site. Why not send your competitors an email, not a direct sales pitch, but a almost taunting email. Subtly gloating that you are dominant for that sub section of the market. Invite them to look at your site and familiarise themselves with the site.

In my experience ive found that when big companies get startled by something they have a tendancy to throw money at it, in an effort to eradicate any competition that may arise. Basically when they see that you are ruling that small area of the market they may offer to buy your site, thus letting them be dominant in that are of the market.

Ive tried this method, and have to admit if your not subtle enough they will just try to out perform you with their own site. But on most occasions they offered me a price for my site.

Your just gently persuading them that buying your site would be a good idea. Its worth a try though IMO. IF the other suggestions dont work out give it a whirl.

It worked for me, so it could work for you.

All the best :)

SandyKC

1:02 pm on May 13, 2003 (gmt 0)

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Thanks for the wonderful ideas!

Being a techie, not a marketer (although I'm learning), I haven't ever written a sales content letter for advertising nor as a 'teaser'.

To sell advertising space on a website, what kinds of elements MUST I include (price of space?, size of space? where the content will be posted?...?) This idea is intriguing, but perhaps longer-term involvement in maintaining the site than I'd like at this time.

Mike, Do you happen to have available a sample "teaser" letter you've written that you can sticky note to me? This sounds like an interesting idea.. would like to see how it actually looks in a letter.

I've been working on a sales pitch letter and liked the idea of including customer satisfaction comments.. I've got a file full of them. I was surprised I hadn't thought of using them myself! But, that's what I'm here for.. to learn about the business end of things.

My next development venture will be a whole new world involving e-commerce, so I've got a lot to learn!

Thanks for all help.