“Building A Strong Sales Letter”
Writing a sales letter is like building a house. If you want to have a strong letter, you need to
build a solid foundation. Then all of the elements standing on that base must support each
other. The key elements of a successful sales letter include the headline, the lead, the body,
the close, the guarantee, the P.S. and the ordering device.
1. The Headline should draw the
reader’s interest and compel him or
her to want to read more. It may
identify a benefit of the product or
service, make an offer, or ask a
2. The Lead includes the first few
lines of the sales letter and tells the
reader “what is in it” for him or her.
What is this product or service
offering that he or she needs? How
could he or she benefit from buying or
3. The Body is the sales presentation.
It will describe your product or
service, give information on its
benefits, and provide credibility for
claims made about it.
4. The Close restates the offer being
made and provides ordering
5. The Guarantee should state the
actual terms of any refund to alleviate
any possible buying reservations.
The P.S. should provide a few more
enticements, restate the benefits, or
provide more credibility.
6. The Ordering Device should
restate the major offer or promise in
an affirmative way, restate the
guarantee, provide a place for
collecting all ordering information,
and prompt the customer to act now.
A winning sales letter could be as short as one page, or as long as twelve or more.
However, if any part of the sales letter is missing or weak, it may not overcome a
customer’s reluctance to buy.
The major goal in writing a sales letter is to persuade the reader to take an action:
buy a product, use a service, place an order, visit a store, call a telephone number,
or seek out more information. And only a well-built letter can do this effectively.
Need Help Writing a Sales Letter?
Not every sales letter sells. You've probably seen them. They just don't connect with the
Maybe the letter is not very clear, or just poorly worded. Sometimes they look overwhelming
to read, with large blocks of text filling the page.
If you want your sales letter to be a winner, follow the steps described
below. They provide the tools you need to build a sales letter that delivers results.