How to Write a World-

Class Sales Letter

A Simple 12-Step System That Works

OUR DESTINATION

Sales letters are easy

Sales 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's
Foolproof 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 IS
A 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 attention
2. Identify their (big) problem
3. Show 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 so they know what to do next
11. Give a warning to agitate the problem
12. 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
REUSE A 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 CREATE
A SALES LETTER?
The Easy Way
CHUNK IT FOR
FLEXIBILITY
1. Capture their attention 7. Make a compelling offer
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2. Identify their big problem 8. Inject scarcity to prompt action

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3. Provide the solution to their problem 9. Give a guarantee to minimize risk

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4. Present your relevant credentials 10. Make a call to action

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5. Show the benefits of your solution 11. Give a warning to agitate the problem
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6. Give social proof that it can work for them 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
gifts

"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
RECA
P
1. Get their attention 1. Make your offer
2. Identify the problem 2. Inject scarcity
3. Provide the solution 3. Give a guarantee
4. Present your 4. Call to action
credentials 5. Give a warning
5. Show the 6. Close with a reminder
benefits
6. Give social
proof
Its not just for “snail mail” anymore
PUT IT TO
WORK Website

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Infographics
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Lorem ipsum dolor sit amet Videos

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Email
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ADDITIONAL
RESOURCES
Keep 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