How to Write a Great Sales Letter - A Simple 12-Step System That Works!

How to Write aWorld-Class Sales Letter

A Simple 12-Step System That Works

OUR DESTINATION

Sales letters are easySales letters simplify marketing

OUR JOURNEY

● What is a sales letter (today)?● Where can we reuse a sales letter?● How do we write a sales letter?

METHODOLOGY IS BASED ON...

David Frey'sFoolproof Sales Letter Formula

http://10x.to/sales-letter

WHY THIS ROCKS

● Step-by-step guide● ADHD-friendly (stop-and-go writing)● Actually get it written● Write it once, use it many times● No second-guessing required● Better customer experience● More sales

WHAT ISA SALES LETTER?

In a Digital World

YOUR CORE MARKETING MESSAGE

● Used across multiple channels & media● Consistency is important● Set of reusable concepts● Repeatable message-to-market match

Its not just for “snail mail” anymore

WHAT GOES INTO IT

1. Capture their attention2. Identify their (big) problem3. Show the solution to their problem4. Present your relevant credentials5. Show the benefits of your solution6. Give social proof that it can work for them7. Make a compelling offer8. Inject scarcity to prompt action9. Give a guarantee to minimize risk

10. Make a call to action so they know what to do next11. Give a warning to agitate the problem12. Close with a reminder of the benefits

THE 12 STEPS ARE DESIGNED TO...

Connect on emotional level and overcome buying resistance…

● "You don’t understand my problem"● "How do I know you’re qualified?"● "I don’t believe you"● "I don’t need it right now"● "It won’t work for me"● "What happens if I don’t like it?"● "I can’t afford it"

WHERE CAN WE REUSEA SALES LETTER?Getting Maximum Value

ALL MARKETING MATERIALS

Write a core message, then turn it into…

● Direct mail letters● Web landing pages● Infographics● Sales presentations● Website copy ● Promotional videos● Email / autoresponder sequence● Social media posts

HOW DO WE CREATEA SALES LETTER?

The Easy Way

CHUNK IT FOR FLEXIBILITY1. Capture their attention

2. Identify their big problem

3. Provide the solution to their problem

4. Present your relevant credentials

5. Show the benefits of your solution

6. Give social proof that it can work for them

7. Make a compelling offer

8. Inject scarcity to prompt action

9. Give a guarantee to minimize risk

10. Make a call to action

11. Give a warning to agitate the problem

12. Close with a reminder of the benefits

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STEP 1: GET THEIR ATTENTION

● Consider their entire experience● Take them one step at a time● Each step has a purpose

"How To Add a Zero to Your Paycheck""Secrets of Top Fitness Trainers Revealed!"

"Warning! Don’t Even Think of Buying an iPhone Until You Read This Report."

EXAMPLE ENVELOPE

EXAMPLE LETTER

STEP 2: IDENTIFY THE PROBLEM

● Tell a story● How does it feel to have this problem?● Make them say: “That’s exactly how I feel”

“There’s nothing worse than getting home in the evening and not having your garage

door open. It’s dark outside. You trip on the porch step while search for your front

door key…”

STEP 3: PROVIDE THE SOLUTION

● They’re feeling the pain, now...● Introduce yourself● Introduce your product or service ● How can you relieve their pain?

STEP 4: YOUR CREDENTIALS

● Successful case studies ● Popular companies or people you’ve done

business with● Length of time you’ve been in your field of

expertise ● Conferences where you have spoken ● Important awards or recognitions● Make them feel: “they understand my

problem, they’ve helped others, they can help me”

STEP 5: SHOW THE BENEFITS

● Not features● People only care about what it will do for

them● Include at least one hidden benefit

“A hot tub not only soothes & relaxes your muscles, it gives you an opportunity to talk to

your spouse without interruptions.”

(greater communication, better marriage)

STEP 6: GIVE SOCIAL PROOF

● They want it, but they don’t believe you, so...● Build credibility & believability● Prove you are the real deal ● Testimonials with pictures, full name, city,

state, phone number, etc.

STEP 7: PRESENT THE OFFER

● Key to the sales letter ● Make them think: "I'd be stupid not to take

this deal"● Combine great price, great terms, free

"Looking for a new car? Get a rock-bottom price, a low interest rate, & a free year of gas!"

STEP 8: INJECT SCARCITY

● Most people take their time ○ They don’t feel enough pain to make a change, or○ They are too busy & just forget, or○ They don’t feel that the perceived value outweighs

your asking price, or○ They are just plain lazy

“Our supply is limited to only 50 (items) & will be sent on a ‘first come, first served’ basis. After they’re gone there won’t be any more available.”

STEP 9: PROVIDE A GUARANTEE

● Make offer irresistible● Take all risk out of the purchase● People fear being ripped off

“100%, No Questions Asked,Take-It-To-The-Bank Guarantee”

STEP 10: CALL TO ACTION

● Don’t assume they know what to do to next

● Clearly & concisely spell out how to take action

“Pick Up the Phone and Call Now!”“Tear Off the Order Form and Send It In Today!”

“Come to Our Store by Friday and…”

STEP 11: GIVE A WARNING

● Continue to build emotion● Make them feel what will happen if they

don’t take the offer

"Continue to struggle day-to-day to pay bills""Work too hard for too few customers""Lose the chance for valuable bonuses""Keep getting what they’ve always got""See other companies get the business"

STEP 12: CLOSE WITH A REMINDER

● Always include a PS (1-3)● Remind them of your irresistible offer● Restate the call to action● Remind them of the limited availability

1. Get their attention2. Identify the problem3. Provide the solution4. Present your

credentials5. Show the benefits6. Give social proof

Its not just for “snail mail” anymore

1. Make your offer2. Inject scarcity3. Give a guarantee4. Call to action5. Give a warning6. Close with a reminder

PUT IT TO WORK

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Infographics

Website

Videos

EmailSocial Media

ADDITIONAL RESOURCESKeep It Simple

AVOID SHINY OBJECTS

David Frey’s 12-Step Foolproof Formula:http://10x.to/sales-letter(solid framework to build on)

The Gary Halbert Newsletter:http://www.thegaryhalbertletter.com(endless ideas to tweak with)

GOAL CHECK

Are sales letters are easy?Do sales letters simplify marketing?

Feedback?Questions?

chris@chrismohritz.com

How to Write a Great Sales Letter - A Simple 12-Step System That Works!

give social proof

sales letter

inject scarcity

compelling offer 8

prompt action 9

relevant credentials 5

minimize risk 10

dont feel

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