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.
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!
- Identify the problem
- Provide the solution
- Present your credentials
- Show the benefits of your product/service
- Give social proof
- Make your offer
- Provide a guarantee
- Inject scarcity
- 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 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.
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.
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.