No matter what your business model or what your niche is, if you’re an online internet marketer or have a website and are involved in online sales in any way, you will eventually need to create a great sales letter.
Today I’m going to breakdown the sales letter and give an explanation of each section of the sales letter and why each part is so important.
Elements of the Sales Letter
- Pre-Headline
- Headline
- Sub-Headline
- Salutation
- Body Copy
- Opening Paragraph
- Bucket Brigade Words
- Bullets
- Testimonials
- Irresistible Offer
- Compelling Guarantees
- Closing the Sale (Call to Action)
- The post script (p.s.)
Anatomy of the Sales Letter
Pre-Head
Designed to set up the headline for the grade showcases o it can get the maximum impact and attention. Mainly designed to prelude a big bold statement that headline makes.
Example: For the first time ever…
Headline – Goes right below the pre-headline, and is designed to work with the first part of the AIDA formula – which is to get maximum attention and stopping power.
Generate intrique. Curiousity, and have a big benefit
Ways to create headlines… either create from scratch or use an existing headline to create a new one.
Examples
Discover…
Who else is…
Who else is ready to…
How to…
Sub-Headline – designed to tip off the headline and to transition into the resot of the body copy.
Its there to carry on the momentum that the headline creates in the prospect.
(Keep it related to the headline. Make sure you keep all three – pre-head, head, and sub-head – all within the same thought.)
Example – this is where you tie all three together:
Pre-Head – For the first time ever…
Headline- Discover the proven time tested method for having the most lush lawn on the block – even in the winter!
Sub-head- That’s secretly used in multi-million dollar neighborhoods to keep the property values up.
Salutation – the most powerful thing you can do is to get someone’s attention is to call them by their name. If you know the name of your audience call them by that or simply call them friend
Exmaple – Dear Friend: (always works)
Better example – Dear Joe.(esp. for email)
In a niche – Dear fellow model train lover.
Opening Paragraph – the most powerful elements of your sales copy! It ties together the massive attention getting headline with the transition into the copy of the body
This iss the most difficult part of the sales copy. But here is a good formula to help you can through writing the opening paragraph. Use the If/Then/Because formula…
Examples:
If / Then
Because or Yes it’s true, etc.
If you always wanted to have a happy family that brings you years of joy and fun in your life, but had problems due to infertility issues…
… then this is going to be the most important information you’re ever going to read.
Because, in less than 3 minutes and 57 seconds you’re about to discover an amazing time-tested proven formula used by thousands across the world to have happy healthy children – without unhealthy dangerous, fertility drugs.
But, before I go into to that here my story…
(then go into your story)
I tried to get pregnant and never could…
Bucket Brigade Words - these are words that connect different parts of the sales letter together.
So you would have the following:
Paragraph 1
And it hit me…
Paragraph 2
You know what else?
Paragraph 3
Whats more…
Paragraph 4
And heres what to do now…
Bucket brigade words help your sales copy flow while breaking up the content to be easily scanned
Bullets – these are designed to generate maximum interest, curiousity, an desire at the same time. There are 3 types of bullets
- One punch bullets
- Two punch bullters
- Three punch bullets (these can be the most powerful)
So for example:
One Punch Bullet
- Tap into an unlimited source of free profit producing search engine traffic
Two Punch Bullet
- Tap into an unlimited source of free profit producing search engine traffic (that never slows down)
Three Punch Bullet
- Tap into an unlimited source of free profit producing search engine traffic (that never slows down) and only increases over time – without ever having to pay a penny for it, using the revolutionary MoneyWord Matrix that lets you skip the line in the search engines and superglue your pages to the top…
Bullets come in many forms and talk about or disclose different things. Here are a list of some different bullet topics
- The benefit bullet
- The feature driven bullet
- Curiosity at work bullet
- Curiosity reward bullet
- Self interest bullet
- Info/giveaway bullet
You can use one or all of these bullet topics when creating bullets for your sales letter. Each are designed to provoke interest in your product in a different way or show a different aspect of your product.
Testimonials – this is where your claims about the product are reaffirmed by other people who have used the product. Its one thing for you to talk about your product and a completely different thing when someone else is recommending your product.
Irresistible Offer - Bonuses, deep discounts, limited availability, limited time onn the offer. These are all items that increase the interest and urgency of the call to action
Compelling Guarantees – Make your prospect feel comfortable in their decision to buy through knowing they can return the product and get their money back without questions or hassles.
Closing the Sale (Call to Action) – This is where you tell the person to buy the product. Its seems silly to think about it but it is needed. You tell the person where to buy.
Post Script – This is where you remind the reader of the Irresistible offer, the compelling guarantees, and the reasons this is a good choice. Its also good to have an additional call to action here too!
What are your thoughts on creating a sales letter? What techniques have you seen are extremely useful? Leave a comment below!
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This is it! I was looking for just this…Thanks
Derrick
Derrick´s last blog ..Derrick
Thanks Derrick, glad it helped!
Improving your good sales leads is a great way to improve your overall conversion rate of sales. Bad leads rarely ever lead to sales so try and improve the quality of leads you are getting.