Meg Whitman is HP’s new CEO, sends letter to employees

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It’s done, HP’s new CEO is Meg Whitman, who had previously led eBay through a meteoric rise. This may finally stop the string of drama that has struck HP since the scandal involving Mark Hurd, followed by the radical changes that Leo Apotheker wanted to implement, among which getting rid of the HP personal system group (PSG) which handles all the personal computing that you are familiar with.

Still, Meg Whiman has announced that change is “absolutely necessary” and will happen, but has cut short from telling her employees what her strategy is going to be. Chances are that a strategy is still being devised, and this is going to be an interesting challenge for Meg Whitman as HP is nothing like eBay. Here is her letter:TO/ All HP Employees

FROM/ Meg Whitman and Ray Lane

We are writing today as the new CEO and executive chairman of HP.

First let us say that we are true believers in the future of HP. We have always had enormous respect for HP and its well-earned iconic status as one of the most important technology companies in the world. We look forward to working with you as we take HP to the next level.

As you may have seen in the press release we issued earlier today, Léo Apotheker has stepped down as president, chief executive officer and resigned as a director of the company. We very much appreciate Léo’s efforts and his service to HP since his appointment last year.

In addition, Ray Lane has been appointed executive chairman of the board of directors. This means that Ray will play a more active role in guiding the company. To ensure good governance practices, HP also intends to appoint a lead independent director soon.

We know that change is difficult. The decision to change the leadership of HP is one the board took seriously. We assure you that it was a difficult decision – and one that was made after careful and thoughtful deliberation – but one the board believes is absolutely necessary for the success of the company.

HP is a leading technology company with a real purpose and the ability to positively impact the way the world works. We all recognize that the technology landscape is changing rapidly and we have to do more than simply adapt. We must invest in innovation, leverage the strength of our core businesses, enhance our software capabilities and integrate our assets to maximize the value of our investments. We believe in HP’s strategy, and we are confident that together, with renewed focus and energy, we will deliver on our priorities for our stockholders, customers and other stakeholders.

Our hallways are filled with the industry’s brightest and most talented people. We believe we all understand that we have a lot of hard work ahead of us. Each and every one of you contributes to our success. The board wants to continue proving to our customers, partners and stockholders why HP is – and should remain – a leader in our industry.

A top priority for us will be to refocus the energy of the organization on our mission and on the performance necessary to accomplish it. We need you to be the ambassadors of HP and work both collaboratively and effectively to usher HP into the future. To reach that goal, we need your best work and a focus on execution.

We believe that HP matters. It matters to Silicon Valley, California, the United States and the world. We will maintain and build upon our proud and deep-rooted legacy. We understand the strength of this company, and we know we have the right tools and the talented people to achieve our goals and execute our strategy.

We want to hear directly from you. Good ideas come from everyone, so please send any thoughts you would like to share to employee survey. We also invite you to join Meg tomorrow at 9:00 a.m. Pacific Time as we discuss this announcement. Details for the meeting will follow shortly.

We look forward to working with all of you. Thank you for your ongoing and deep commitment to HP.

Sincerely,
Meg and Ray

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Writing the Perfect Sales Letter

Before you actually write the e-book we are going to write the sales letter first. Now I suggest you write it in Microsoft Word and save it. Then we can transfer it to the main "Sales site Page" when we are designing our basic site in step 5

The main reason we are writing our sales copy before we ever write a word in our e-Book is because it hasn't actually being created yet, which means there is absolutely no limit what you can write in your sales letter. The sales letter doesn't fit the e-Book; it's the other way around.

Now you can describe exactly what your e-Book will show to the potential customer. There are no restrictions on what you can write in the sales letter. When the sales letter is completed you can then incorporate all the ideas you have come up with into your e-Book

Your sales copy must do the following three things

o Get the attention of the prospects

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Remember the most important part of your page design is your actual sales copy. A fancy website and graphics help but the key is in the words used

Sales letter Structure

o Header/Title

o Promises

o Testimonial

o Info product

o Benefit

o Bonuses

o Guarantee

o Summary

This is the structure that you should use for your sales copy. If you check out the best sales letter they will all follow this formula?

Header

The main function of the header/title is to grab the reader's attention. The header should be displayed in a large, bold font. This demands your

potential customer's attention and intrigues them to read further on. Include your logo or e-Book cover (discussed later on) close to the header. If you header is not well designed you run the risk of losing the potential customer straight away. Spend time creating your header.

A Promise

This section promises the potential customer a huge benefit which is almost too good to be true. It's ok if it's a bit too unbelievable the testimonials will take care of that. Here is an example of such a headline

Discover how my 5 step affiliate programme can increase your income by 10,000 a month

Testimonials

In this section you include testimonials that old/new customers have sent you about your product or service. You probably don't have any customers yet so email some potential ones your e-book for free in exchange for a testimonial. When you do start selling you can always ask a new customer for one.

Now the testimonials page has assured the potential customer that you can fulfil the promises you made in your header also you have gained a bit of trust from your potential customers so anything else you say that follows the testimonials page will be taken as true. This is the reason why the testimonial is placed at the top to gain trust right away where if it was placed at the bottom after presenting some good sales copy it may be already too late.

Info and product

In this section you will give info on what your product or service is about. You should show your customers a list of problems in this area. Agree with the customers, on how frustrating these problems can be and how

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Benefit

This section is basically telling your potential customer of the benefits they will receive from purchasing your product. Show your potential customers the enjoyment they will get from using the product. Give them as much information on your product as you can. Use bullet points to emphasize the benefits. Put in another testimonial just to remind the person that it's all true. Keeping their trust is highly important.

Bonuses

This is a powerful tactic used to increase sales. Including free bonuses with the purchase of your e-Book will increase the perceived value of the e-Book. Also a deadline on bonuses is also a good way to speed up consumer purchases. Bonuses also reduce the risk of money back returns

Guarantee

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Summary

This is one of the most important steps in the sales letter; this is where you close the sale. In this section you must include your most appealing benefit and finally ask for the order, because if you don't they wont. Finally make it easier for them to order like an "order now" button shown below.

At this stage you should start to write your sales letter in Microsoft word we will concentrate on the html design and implementing the sales letter in it in section six but for now just concern yourself with writing your sales letter. To help you here are some of the web's top e-book publishers sales sites. You can check out my own sales page at

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Credit card Transactions

Finally you will need to find a credit card processor later on so your e-Books can be ordered. The one I seriously recommend is Clickbank. Ill go into them in more detail in section 6 but for now I want you to know that all these company's, including Clickbank, have a set of rules that you must abide by to use their software. Don't panic ill go through these rules now. Basically it involves putting a certain amount of details in your sales letter and product delivery page so you can be accepted by your credit transaction company. So here they are:

You must provide on your sales page:

o Detailed description of your product

o Buy now link

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*remember theses are rules not suggestions

So that is everything you need to know on how to write your sales letter, before we move on to step 3 lets summarize what we need to do to write the perfect sales letter

We need to:

o Write the sales letter before the e-Book

o Sales letter structure must have , header, promise, Testimonial, info and product, benefit, bonuses, guarantee and summary

o You can have your sales letter made by Sales letter generator

o Certain set of rules should be included in the sales letter for

the purpose of the credit card transaction company

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