We frequently get questions in the Clubhouse about how to create a sales letter. This is covered in depth in the Simple Writing System. We will be starting a new session of the Simple Writing System with live coaching from Lorrie Morgan after Labor Day, so you might want to check that out.
The Simple Writing System breaks down the construction of a sales letter into 18 steps. The same 18 steps that John Carlton uses. In the 18th step the students put all the pieces together into a finished letter.
We will not be teaching the Simple Writing System in this post, but will be sharing the final “put it all together” step.
These are the steps John suggests to put your sales letter together:
Always keep in mind who you are selling to and speak directly to them. You should read your copy out loud. It should sound the same as if you were talking to someone. Would you use those words?
Make sure you do sufficient market research to know who you are selling to and what they want. Unless you are very well funded, stick with products that are already accepted and in demand. Find a parade and jump in front of it instead of trying to create your own parade.
- Start with your headline. Even though this goes at the top of the copy, it is usually better to get all your ducks in a row first. Make sure you have your features, benefits, hook, and bullets worked out before you attempt any headlines.
- Hi, here’s who I am (put your story and USP in here).
- Sprinkle testimonials throughout the copy.
- Here’s what I have for you (insert your bullets here).
- Here’s why this is so critical for you… what it will do for you. This is where you use your salesmanship to tell the prospect why he needs your product or service
Then you unleash all your closing tactics… - Your simplified sales message… don’t confuse your prospect with a lot of mumbo jumbo… get right to it.
- Your huge promise… promise them as much as you can ethically promise. This should border on the unbelievable without crossing that line.
- Reverse all risk with a no-questions-asked guarantee.
- Use what John calls turbulence to get them foaming at the mouth for your product. Use urgency, limitations (price will go up, limited time offer), fear of being left out.
- Knock them off the fence with takeaways, bonuses… whatever you have to do to overcome their inertia and get them to take action now.
- Close the deal… Use both rational and emotional reasons why they should buy now and tell them exactly what to do in order to place their order.
If you want more in-depth instruction on how to create each step in the letter, we are starting a Simple Writing System Coaching Program in a couple of weeks. Watch for emails about how to get started and how to get Lorrie Morgan to review your copy for free.
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