Can you imagine how many sales letters that go out every day?
But only a few become successful.
For years, we were taught to write a sales letter by first writing a good headline, then a lead that sold the features and benefits of the product or service, and then a call to action button.
Of course, that worked.
However, this approach doesn’t work anymore.
The Internet has changed everything we know about marketing and selling. And one of the biggest changes is that people don’t read (or even glance at) your email or blog post any more than they need to consume all the information they want from it.
So you need to strike while you can.
In this post, I will share with you the same techniques that 7-figure copywriters use to write their sales letters.
Table of Contents
Forget About Writing a Sales Letter
Selling is not about the product or service. It’s about the buyer.
When you think about a sales letter, what do you think of it?
Let me guess… A long, boring document that tries to sell a product or service.
But that’s not what a sales letter is supposed to be.
A good sales letter is the one that gets the reader’s attention, holds it, and convinces them to buy.
That’s the goal of every sales letter. You will successfully sell your product or service if you can pull that off.
The first step in creating a great sales letter is writing to your reader, not your product. It’s about creating an emotional appeal that speaks to customers’ needs, wants and values.
Start by focusing on your audience and their emotions. Don’t just think about what you want to sell. Think about who you are selling it to and what your product or service will do for them if they buy it. Then, craft a message around that idea that connects with this audience.
What Makes a Good Sales Letter?
The best sales letters are about the reader.
They’re not about you, your product or service, or even your company. They’re about what you can do for the reader — and how your product or service will improve their lives.
If you focus on yourself and what you have to offer, it’s easy to lose sight that you’re writing to someone who doesn’t know anything about you or your company. You want them to trust you and buy from you, but they won’t buy anything if they don’t understand why they should.
The best way to avoid this is by understanding your readers’ needs and desires before writing a single word. The more specific and personal their needs are, the better!
The question now is: How do you write a great sales letter?
7 Tips For Writing A Sales Letter Like A 7-Figure Copywriter
Understand Your Target Customer
The best sales letters are written for a specific prospect. You need to know your audience, then make sure you speak directly to them in your copywriting. If you have a targeted list of prospects, it’s easy to know who you’re writing to.
- Who is this person?
- What is her biggest fear?
- What does she hope for?
- What is her demographic?
- What’s their biggest problem?
- How can your offer solve it?
It’s also important to remember that not every prospect will respond to the same thing.
For example, if you’re selling investment products, those with a high net worth will respond differently from those with a low net worth (and vice versa).
Write a Killer Headline
The headline is the most critical part of your sales letter. It’s what gets people to read the rest of your copy.
Your headline is the first thing people see when looking at your sales letter, and if it doesn’t capture their attention, you’ve lost them.
Here are some tips for writing headlines that sell:
1. Make it benefit-driven
2. Make it specific and relevant to your target audience
3. Create a sense of urgency
4. Make it short, but not too short
5. Use numbers where appropriate
6. Use power words
Here is an example from one of the greatest copywriters of time David Ogilvy:
“At 60 miles an hour, the loudest noise in the new Rolls-Royce comes from the electric clock.”
That’s how the copywriter for one of the world’s most famous advertising agencies began his letter. And it was enough to convince many to put down their money and buy a Rolls-Royce.
Can you see what he did with that headline?
Describe Your Product or Service Accurately
Why is it the best of its kind?
If you are selling a product, describe its features and benefits. If you are selling a service, explain what you will do for the customer, how long it will take, and why they should choose your brand over others.
Next, describe who will benefit from this product or service. In other words, tell them how they would use it and why they would want to use it.
The more specific you can be about these things, the better chance you have of creating an impact with your reader that causes them to buy from you instead of your competitors.
Finally, explain how this product will make their life easier or better somehow. People want results from their investments, so make sure that whatever feature you are using as an example does illustrate how you can help them.
See the example in the image below (marked with a yellow line).
This means describing the product or service to make it seem like a must-have for anyone. You want to sell the idea that the customer will be missing out if they don’t buy your product.
Develop a good understanding of the benefits your offer has for the audience.
To get your message across, you need to think strategically about how you will deliver it.
Your job as a copywriter is to make sure that the reader understands the benefits of what you’re offering and that they find it valuable enough to part with their hard-earned money in exchange for it.
Build an Emotional Connection
The best way to sell is by building an emotional connection with your customer. You can do this by telling a story, making them feel like a part of the story, personalization, and even humor.
A great sales letter will appeal to both logic and emotion.
You want your reader to understand how it will benefit them (logic), but you also want them emotionally engaged to feel like they need what you’re offering (emotion).
So while your copy may not be overly emotional at first glance, it should still have an emotional connection with the reader.
Tell a Story
It’s important to remember that it’s not just about what you say; it’s also about how you say it.
Stories are powerful because they help us relate to each other. They help us empathize with one another. And they can be used to open people up emotionally, which is precisely what you need if you want them to buy something from you.
Think about your company’s values and what makes you unique. Then, use that information to craft a story that makes your customers feel like they’re part of something bigger than themselves.
Paint a picture for the reader. Use words that create an image in their mind and make them feel something.
Build Credibility with Proof
Rather than just telling your potential customers that you’re great at what you do, provide them with evidence of your success.
Proof could be something as simple as reviews or testimonials from existing clients. It could also include awards and certifications from third parties — or even just facts about the size of your company or its longevity in business.
Anything that proves your professional credibility will help build trust in your brand’s ability to deliver results for clients.
Thus, if you have a few happy customers willing to say nice things about your product or service, ask them for a testimonial or endorsement. And then include those endorsements in your sales letter.
Check the example below. A copy by Victor Schwab
ATTENTION: Observe the storytelling and the use of proof from this copy.
Address Objections Upfront
Include guarantee and risk reversal statements in your sales letter.
These show that you believe in what you are offering and that it is worth taking the risk on the purchase.
Address objections upfront. Don’t wait until the end of the letter to address customer concerns or objections — do it right up front, so they don’t have time to think about them while reading the rest of your copy.
Give Them a Reason to Act Now
It’s not enough to just tell them to buy now.
Your customer may not be ready to buy when they read your letter, but they could be tomorrow — or next week.
If you don’t give them a reason to act now, they may forget about your product or service until it’s too late. So tell them why they should act now, and what happens if they don’t (for example: “The price goes up after tomorrow.”)
Create a sense of urgency.
People are more likely to respond if they think there’s something special at stake if they don’t act today rather than if they believe there will always be another day when they can buy what you’re selling. You can create a sense of urgency by using phrases like “This offer ends tomorrow” or “Offer expires December 31.
Don’t Forget Your Call to Action Button
The next most important part of any sales letter is the call to action.
Your call to action is where you ask your reader to take some sort of action.
Choose a clear and specific action for your reader to take: buy now, sign up for a free trial, download an eBook, or whatever it may be.
Then write those calls to action onto buttons in your letter using bold text styles and contrasting colors to stand out from the rest of the page and make it clear what you want them to do next.
“The consumer is not a moron. She is your wife.” — David Ogilvy.
Today’s consumers are smarter than ever before. And they’re also more demanding. They want to be convinced that they’re spending wisely.
That’s why you need to write a sales letter that converts.