LESSON #51: How to Create a Sales Letter

In the previous lesson we talked about the basics of copywriting. Today we’re going to take a closer look at the art of crafting a sales page, including the elements of a successful sales letter…

(Watch this video…)

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Main points:

Note: In the video I go into a lot more depth for each point.

  • Long copy vs. Short copy

    – The reason marketers use long copy is because it works.
    – Traditionally, long copy has almost always outperformed short copy, but things are changing.
    – Online sales letters are moving toward personalization and interactivity.
    – Read The Death of the Salesletter, by Michel Fortin
    – A new free tool to see how visitors interact with your sales letter is Visitor Spy

  • AIDA = Attention, Interest, Desire, and Action.

  • Here are 17 elements of a successful sales letter (please see video for many details):

    1) Pre-headline

    2) Headline

    As mentioned in video: Clayton Makepeace headlines webinar | PDF of webinar

    3) Deck Copy

    4) Greeting

    5) Opening paragraph (hook)

    6) Who are you and why should they listen? (credibility)

    7) State the problem

    Key: You want them to FEEL the pain.

    8] Give the solution to the problem (your product)

    Key: Benefits listed in bullet points.
    Key: Proof.
    Key: Overcome objections.

    9) Testimonials

    -Be aware of FTC rules.

    10) Make the offer

    -It should be an irresistible offer.
    -You need to have a “reason why” it’s so irresistible.

    Keys: Urgency and Scarcity

    11) Reiterate the value and state the price.

    12) Throw in some bonuses.

    13) The money-back guarantee.

    14) Ask for the order. (Call to action)

    15) Order box.

    16) Closing/Signature

    17) P.S.

  • Tips for formatting and structuring your sales letter:

    – Use subheadlines. (Important! Must stop scrollers in their tracks)
    – Use Johnson boxes.
    – Leave a lot of white space.
    – Black text on a white background.
    – Use a simple clear font.
    – Do some text stylizing but don’t overdo it.
    – Keep the background basic.
    – Use Some Graphics. (Recommended: Ecover Engine)

  • Advanced Tip: It is possible to do the sales letter first then outsource the product based on the sales letter.

    Recommended Resource: The Copywriting Pack

    Action step:

    1) Write your sales letter (unless you’re outsourcing it).

    Optional: Do a video sales letter. See lesson #41 for video info.

    Salesmanship is key! See also resources listed in lesson #12.

    In the next lesson we’ll talk about outsourcing sales letters and other writing tasks.

    As always, you are welcome to post your questions and comments below.

    Have a great day!