Best Sales Letter Structure to Grow Your Business - Maku Seun

Best Sales Letter Structure to Grow Your Business

Best Sales Letter Structure to Grow Your Business

A proven sales letter structure makes writing a sales letter easier, faster, and most importantly, effective. Here is a structure that is proven to succeed time and time again.

Let’s start with discussing how car manufacturers make a car.

How do you make a car?


First, you look for the materials needed to make the car, and then…. (and this is the most important part of this statement)

… you assemble the car.

The car will travel along a moving assembly line in a factory as robots and people work on it. Manufacturing plant workers will attach parts to the car and may work alongside robots for certain tasks. Robotic work cells will work alone to weld, solder, screw, and glue parts onto the car. (1)

That’s how copywriting works also.

You see,

When writing a sales letter, don’t try to reinvent the wheel.

If you do, the probability that your sales copy will flop is extremely high.

Here’s what you should do instead.

Find a sales letter structure that has been proven to work, and use it.

Great copywriters like Ogilvy, Gary Halbert, and Ted Nicholas have gone through the pain of finding out the best structure for a sales letter so that you don’t have to.


There are many proven structures you can use to create the type of sales letter that will bring in more sales for you and your clients.

All you have to do is find those structures, apply them to your business, and watch your sales grow.

Best Sales Letter Structure

Below is an example of a structure you can apply today to increase sales exponentially. Don’t omit any step!

  1. Headline
  2. Identify the problem
  3. Provide the solution
  4. Present your credentials
  5. Show the benefits of your product/service
  6. Give social proof
  7. Make your offer
  8. Provide a guarantee
  9. Inject scarcity
  10. CTA
  11. Closing
  12. Close with a reminder

That’s it. Apply this structure when writing a sales letter that succeeds 99% of the time and watch your business and career grow.

Let’s take each element of the sales letter structure one by one:


To write a good sales letter headline, keep it short and attention-grabbing.

Use powerful words and highlight the main benefit or problem-solving aspect of your product or service.

Make it clear and concise, so readers instantly understand what’s in it for them.

For example, if you’re selling a time-saving app, your headline might be: “Save Hours Every Day with Our Time-Management App!”

Additionally, consider the emotional appeal of your headline.

Use words that evoke curiosity, urgency, or desire.

Ask a question that addresses a common pain point or need your target audience has.

For instance, “Tired of Stress and Clutter? Discover the Secret to an Organized, Zen Life!”

By crafting a compelling headline, you’ll entice readers to continue into the body of your sales letter to learn more about how your product or service can improve their lives.

Identify the problem

To figure out what problems your potential customers have before writing a sales letter, you should do some research.

Start by learning about the people you want to reach, like what they like, what bugs them, and what they want.

You will love this:   12 Simple Copywriting Tips for Digital Marketers

You can ask them questions, look at what others are doing, and check what words they use when they search online.

You can also talk to people who already use your stuff if you have some customers.

Ask them how they felt before they got your product and how it helped.

By finding out what problems your potential customers have, you can write a sales letter that speaks directly to them and shows them how your product can help solve their issues.

This way, your message will be more powerful and more likely to make people want to buy from you.

Provide the solution

When you’re writing a sales letter, it’s important to introduce your solution clearly and persuasively.

Start by explaining what your product or service is and how it can solve the problem your reader has.

Use simple language to describe the benefits they’ll get from using it, like saving time, making life easier, or getting better results.

Then, share some real-life examples or stories of how your solution has helped other people just like them.

This makes it more relatable and trustworthy.

Finally, be sure to explain how they can get your solution, whether it’s by buying online, contacting you, or signing up.

Keep it simple and make it easy for them to take the next step toward getting the help they need.

Present your credentials

Presenting your credentials in a sales letter is crucial because it builds trust and credibility with your potential customers.

When people read a sales letter, they may be skeptical about the claims you make.

Sharing your qualifications, experience, and relevant achievements can reassure them that you are a legitimate and knowledgeable source.

Credentials demonstrate that you have the expertise to address their needs or problems effectively.

This can be particularly important when you’re selling products or services that require a certain level of trust, such as financial advice or healthcare solutions.

Furthermore, your credentials can set you apart from competitors.

When customers see that you have relevant qualifications or a track record of success, they are more likely to choose your product or service over others.

It’s essential to present your credentials in a clear and concise manner within your sales letter, showcasing how your background and expertise make you the best choice to help them.

This transparency not only boosts your credibility but also increases the chances of turning prospects into paying customers.

Show the benefits of your product/service

When presenting the benefits of your products, focus on what the product can do for the customer rather than just listing its features.

Start by identifying the primary pain points or desires of your target audience and then align your product’s benefits with those needs.

Use clear and simple language to describe how your product can make their lives better.

For example, if you’re selling a vacuum cleaner, don’t just say it has powerful suction (a feature); instead, explain that it will save them time and effort by effortlessly picking up dirt and pet hair, leaving their home cleaner and healthier.

Give social proof

Use real-life examples, stories, or testimonials to illustrate how your product has positively impacted others.

You will love this:   What is the Psychology of Sales?

People relate more to personal experiences, so sharing success stories or customer feedback can be highly persuasive.

Make your offer

Creating an irresistible offer is all about providing exceptional value and making it compelling for your target audience.

Start by understanding your customers’ needs and desires, and then tailor your offer to address those specific wants.

This could include discounts, bonuses, or additional services that enhance the perceived value of your product or service.

Use simple language to communicate the offer, ensuring it’s easy to understand and access.

For instance, if you’re offering a discount, state the percentage or dollar amount saved prominently in your sales materials.

To make the offer even more enticing, add a sense of urgency. Limited-time offers, deadlines, or exclusive deals can create a fear of missing out (FOMO), motivating people to act quickly.

Additionally, consider providing a money-back guarantee or a risk-free trial to alleviate any reservations customers may have.

By combining value, clear communication, urgency, and a guarantee, you can make your offer incredibly appealing, increasing the likelihood that potential customers will take action and seize the opportunity.

Provide a guarantee

Focus on the unique selling points of your product and what sets it apart from competitors.

Highlight any special features or guarantees that make your product the best choice.

By presenting the benefits in a customer-centric and relatable way, you’ll increase the appeal and value of your product in the eyes of potential buyers, ultimately driving them toward making a purchase decision.

Inject scarcity

Injecting scarcity into your sales letters is a powerful persuasion technique that can prompt readers to take action quickly.

One effective way to create a sense of scarcity is by emphasizing limited quantities or time constraints.

Clearly communicate that your product or offer is in high demand and may not be available for long.

For instance, you can use phrases like “Limited stock available,” “Offer expires soon,” or “Only a few spots left.”

This scarcity tactic taps into people’s fear of missing out (FOMO) and encourages them to make a decision sooner rather than later.

Another approach is to highlight exclusive or unique aspects of your offer.

Showcase what makes your product or service different from others in the market and why it’s a rare opportunity.

Whether it’s a special edition, a one-time event, or a product with limited availability, presenting your offer as something extraordinary can create a sense of urgency and compel readers to act.

It’s essential to be truthful and transparent in your sales letter when using scarcity, as misleading tactics can harm your credibility.

When applied correctly, scarcity can be a valuable tool to motivate potential customers to make a purchase or take the desired action promptly.


To create a strong call to action (CTA) in your sales letters that compel people to take action, follow these key principles.

First, be direct and specific about what you want the reader to do.

Use action verbs and clear language.

For example, instead of a vague CTA like “Learn more,” use a more compelling and specific one like “Click here to order now” or “Call us today for a free consultation.”

You will love this:   5 Simple Ways to Write Persuasive Copy

This leaves no room for ambiguity and clearly guides the reader on the next step.

Second, make the CTA stand out visually.

Use contrasting colors, larger fonts, or buttons to draw attention to the CTA.

Ensure it’s easily noticeable within the sales letter.

For example, if you’re selling a fitness program, your CTA button can be a vibrant color with bold text that says, “Start Your Health Journey Today.”

Lastly, instill a sense of urgency in your CTA.

Phrases like “Limited-time offer,” “Act now,” or “Don’t miss out” create a fear of missing out (FOMO) and encourage immediate action.

Combine these elements, and you’ll have a compelling CTA that moves people to take the desired action, whether it’s making a purchase, signing up, or contacting you for more information.


The closing of a sales letter is a critical moment where you need to motivate the reader to take the desired action.

To close effectively, summarize the key benefits and value propositions of your product or service.

Remind the reader of how their life will improve by using what you’re offering.

For example, if you’re selling a fitness program, reiterate the benefits of better health, increased energy, and a more vibrant life.

Then, restate the call to action (CTA) clearly and with a sense of urgency.

Encourage the reader to act now, whether it’s making a purchase, scheduling a consultation, or signing up for your service.

Use persuasive language, such as “Take control of your health today” or “Don’t wait any longer to achieve your goals.”

Lastly, express gratitude for the reader’s time.

Thank them for their interest and let them know you’re looking forward to serving them.

By summarizing the benefits, restating the CTA, and expressing appreciation, you create a strong, compelling closing that motivates the reader to take action and move forward with your offer.

Close with a reminder

A postscript (PS) in a sales letter is a valuable and often overlooked element that can boost its effectiveness.

It’s important because it’s one of the most frequently read parts of a letter, even if someone just quickly scans the document.

In the PS, you can reiterate the most critical points of your offer, highlight the urgency of the deal, or emphasize a bonus or incentive to take action.

For example, you might add a PS that says, “P.S. Don’t miss out on our special 20% discount, available for this week only. Act now to save!”

This can serve as a final nudge to encourage readers to act immediately.

To use the PS effectively, keep it concise and focused on the key selling points.

Restate the primary benefit, remind them of the deadline or scarcity of the offer, and provide a direct call to action.

You can also use the PS to address any potential objections or offer additional reassurance.

It’s an excellent opportunity to make a last persuasive appeal to your readers and encourage them to take the desired action, whether it’s making a purchase, signing up, or contacting you for more information.

This sales letter structure will make you sell more than you ever imagined.

Scroll to Top