“My problem is reconciling my gross habits with my net income.”
Errol Flynn
Imagine having the world’s most diligent sales rep working for your business. They never have to sleep. They never complain. Damn it, they never even ask for a pay rise or even expect to earn a salary let alone a commission!
Dream on, I hear you say. But that’s exactly what you get with a top-performing sales letter. It can sometimes take more than a few attempts to get it right, but once you’ve cracked it you’ll have a faithful servant on your books who will work hard to bring you a predictable and profitable response, year on year, list on list. And don’t forget that a successful sales letter can be adapted into an equally successful email.
How to write a damn good sales letter…
A great deal of nonsense has been written on the subject of writing successful sales copy. Much of this centres on the myth that there exists some kind of magical – even hypnotic – formula for getting people to part with their money (an entire industry has been built around it). Well, there isn’t! Or is there?
A tried and tested sales letter formula:
1. Begin by informing your reader of the exact purpose of your letter:
Dear John,
“I’m writing to you because I want to tell you about …” Make your reason as concrete as possible. Find the most compelling way of expressing your USP.
2. List your reasons for writing:
“The reason I’m writing to you in person is because …” List the reasons in bullet format: reason #1, reason #2, reason #3, reason #4, etc.
3. Outline the features and benefits of your offer:
“This is what you get when you [buy XYZ product]”
Once again, use bullet points. List the features and benefits in the following format: “You get [feature], which means [benefit].” List all of your key features and benefits.
4. Answer any likely questions or objections:
Use the following construction: “We appreciate you may want to ask us some questions to help you decide whether [XYZ product] is right for you. In our experience, these are the most frequent questions asked by our customers. If you can’t find an answer to your question below, please feel free to contact us on [insert contact details]…”
Now list your most frequently asked purchasing queries in bullet point format (as with point 2 above).
5. Deliver a risk-free guarantee:
Explain exactly how your guarantee works, and how it removes the risk from making a purchase. For example:
“You Are Protected By Our 90 Day 100% Money Back Guarantee! After using [XYZ product] ,if for any reason you are not totally convinced that this product is of REAL VALUE, just let us know within 90 days and we’ll return your investment in full – that is our cast iron guarantee to you. No questions! No quibbles!”
Obviously, this approach is not suitable for every product. Tailor your guarantee to fit your product, and be certain that it removes (or at the very least significantly reduces) any risk to the buyer.
7. Craft an irresistible call to action:
“Ordering [XYZ product] couldn’t be easier. Simply [give precise step-by-step directions] (“Click here,” “enter your details,” “call this number,” “email @,” “claim your discount,” etc, etc)
8. Tell them exactly what will happen after they’ve taken action:
“Once you’ve placed your order, here’s what will happen…”
Describe as simply as possible what’s going to happen once they’ve placed their order. Tell the purchaser how they will take delivery of their new product; how they will use the product, etc, etc. Your aim is to inspire confidence – to allow the reader to confirm to themselves that they’re definitely ma king the right decision.
9. Add a sense of urgency:
Tell them the reader why they need to take action NOW: “But you’ll need to move fast, because…” Introduce a time limit or an order deadline, limited stock, etc. Let them know the consequences or potential cost of putting it off until another day. As with your guarantee, you will need to tailor your ‘sense of urgency’ to suit your product or service.
10. Add testimonials from happy customers:
“Many people use [XYZ product] every year. Here are just a few of the comments from our satisfied customers…” [Insert genuine testimonials or very brief case studies. Be specific. Wherever possible, include the full name / company / location of the endorser. For example:
“This is truly great product. I’d recommend it to anyone in the automotive business…”
John Smith, CEO, Acme Products, Birmingham. www.acmeproducts.com
is infinitely more believable than:
“This is truly great product. I’d recommend it to anyone in the automotive business…”
John Smith
Finally, add your headline to the top of your letter:
Be as creative as you like with your headlines, but never be clever simply for the sake of it. The best headlines always get straight to the point and relate powerfully to the principal benefit of your product. It should always include at least one or more of the following elements: a promise, proof, curiosity, immediate reward.
Below is a variation on one the most successful direct response headlines of all time. It encompasses all four elements:
How Doctors Stay Well While Treating Sick People All Day
We’re done!
OK, this may not be the last word in marketing communications and it certainly isn’t suited to more complex sales. But it does work. Adjust the tone and pitch of your letter according to your product or service, while retaining the elements of the basic structure that best apply to your business.
One final word: remember, you’re only as strong as your product. The best sales letter in the world isn’t going to work if your product or offer is overrated, irrelevant, perceived as poor value for money or pitched at a marketplace without a need.
Next time: how to attract more readers to your blog.
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{ 3 comments… read them below or add one }
Hey Kent
I’ve been following your postings for a few months now. Very practical content. Also love the free downloads. Thansk for the sales letter formula. Can’t wait to try it!
This is very useful. Obviously you have to be flexible with content but i like the way it covers all the bases. Especially stuff like guarantee and call to action etc.
Great post Kent. I’ve always been unsure how to strucure my letters and emails, and now I can see how it’s done (or at least one way of doing it). I’ll use your template / plan next time I do a mailing and let you know how it goes.