Step One: Write your opening statement

When writing your sales letter, think like you're writing a letter to a friend. It's always about YOU and the ONE person who's reading the letter. It's never about "you all" or "y'all". You're not addressing a group. Focus in on the one person who's reading the letter.

Start your letter out "Dear Friend".

Now, there are other ways to start your letter. "Dear (X Topic) Enthusiast" might be a good way to start a hobby related sales letter. But "Dear Friend" is the norm. It's pretty much how I begin every letter I write.

The purpose of your headline is to pull them in to the body copy. The purpose of the opening statement is to get them to read on to the NEXT section of copy. So it's gotta be strong. It's gotta reach out to them and signal out who the product is for.

A good way to do that is with the if/then opening statement.

IF you're dealing with X issue and Y problem, THEN this may
very well be the most important letter you'll ever read.

That one sentence does so much. It basically qualifies the reader as a potential customer for your product. Cause if they're dealing with X issue or Y problem, they'll read on. If not then they're probably not going to buy anyway.

Step Two: Build credibility

Critical step here. Especially for newbies and relatively unknown people in their industries.

No credibility = no sales!

Your potential customers need to know they can trust you. That you can be trusted. And that what you're saying is true.

Why should they believe you?

The next part of the formula is the "Here are 3 (or whatever number) Reasons To Believe That What I'm Saying Is True" section of your copy.

A lot of people think that since they're just getting started and don't have any testimonials, that no one will believe what they say. That's not necessarily true.

For one thing, if you're a published author (yes an ebook counts!), you'll already have some credibility. Just taking that one step and completing a product makes you more credible.

Mentioning FACTS about you and your product is also a great way to boost credibility. Mention things like --

  • How is your product is made?

  • What kind of quality materials is your product made of?

  • How long have you been in business? (longevity is a great credibility booster)

  • What kind of experience do you have in the field that you’re in?

  • How effective is your product at doing what it is meant to do? (reliability, speed of use, ease of use, etc...)

  • Who uses your product? Anyone of merit that would be worth mentioning in your copy? (celebrities for example)

  • Have you received any awards?

  • Do you have any testimonials from satisfied customers?

And if you’re selling only to people in a particular geographical
region (like a mom 'n pop shop):

  • Do you have any testimonials from local people who have used your product? If so use them!

Step Three: List all the features and benefits

You've gotta explain all the benefits of taking the action you want them to take.

You want sales, phone calls, opt ins, or other actions from your web site. That's your goal.

So you have to explain all the benefits TO THEM for taking whatever action it is you want them to take.

This is the simplest, easiest idea in the world to do once you understand it. But it’s also one that I doubt your competitors know, understand or use because it’s so easy to forget about.

It’s so easy to get excited about your product, your service, your promotion, your special event, your whatever, that you FORGET to state clearly, compellingly and powerfully what’s in it for the customer.

Benefits are about perception.

Your customers have to PERCEIVE your product as beneficial to them and their needs/wants. They have to perceive the value that they receive as above and beyond what they paid for your product or you will get refunds. And you'll be out of business in a jiffy.

It doesn't matter how YOU feel about your product. Your opinion's biased. You need to make sure the benefits you convey to your customers will be perceived as a benefit to THEM.

Here's an example of conveying benefits:

Say you want to SELL someone on buying a pencil. The action you want them to take is BUYING the pencil. How are you going to explain the benefits to them?

You would list the features and benefits. Then you would point out all the ways they could USE a pencil.

Features declare what the product (or elements of the product) IS. Benefits regard what the product (or elements of the product) DOES FOR THEM.

In the case of the pencil, here is how you would follow this logic:

  • You get graphite lead writing point WHICH MEANS THAT what you write isn’t carved in stone. Even though it prints dark enough to show up on dark colors, you can easily erase what you write if you make a mistake or change your mind.

  • You get a bright, yellow shaft on your pencil WHICH MEANS THAT it will stand out from all the other items on your desk.

    WHICH MEANS THAT you’ll be able to find it in an instant if you’re on an important phone call and need to jot down some notes.

  • You get a contoured body on your pencil WHICH MEANS THAT your fingers won’t easily hurt when you use it because you’ll always have just the right tightness in your gri

Now point out all the ways they either use
the product/service or benefit from it

  • You can use the pencil to take notes when you get brainstorms. Our extended life graphite exclusive formula writes 25% longer than other graphites. 

    WHICH MEANS THAT you can write all day without ever needing to sharpen your pencil.

  • You can use the pencil as a specialty item for your business to give away to customers. 

    For just a penny each, your name and phone number can be printed onto each pencil. That way, if your customers walk away with the pencil, your name and phone number will be right at their fingertips every day.

  • You can use the pencil to illustrate notes during a sales presentation. If you make a mistake, you just use the eraser to quickly fix your error. This can prevent the unsightly scratch-outs you get when you make a mistake with a pen.

It’s very important that you understand how to explain the BENEFITS of taking an action.

Note: If you purchased the Turbo Booster Add On Pack, there are a bunch of bullet graphics you can use in section #3. Just stick 'em in your letter and drop your text in. It'll save you lots of time cause they're done for you. If you didn't get the Add On Pack, you can order it here.

 Step Four: The "Difference" between you and your competition

If you sell exactly the same thing as everybody else, the only way you’ll convince people to buy yours over your competitors’ is by lowering your price.

Now how are you supposed to make money if you are charging $0.10 over the hard cost of your product?! If it’s an info product, you would have to sell a million of them to make any sort of substantial money.

But when you carve out a little spot in your niche that no one else has thought of, people will be willing to pay more for your product.

So what’s the difference between your product and all of the other products like it?

Does it perform better under certain circumstances?

Is it more reliable?

Is it cheaper?

Why should I buy yours and not your competitors’?

This is pretty much the same thing as the concept of your USP (Unique Selling Proposition) as coined by Rosser Reeves. By reinforcing your USP in every piece of copy and every sales message, you will engrave your company in the minds of your target audience.

So think about that one dramatic difference that puts you head and shoulders above the rest and dictate it on paper.

Example:

“My product(s), ______, are different than all others because ______.”
Starting Off Your
Sales Letter

Click here for sales letter worksheet #2 - STARTING IT OFF