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 i...
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
...
WHAT GOES INTO IT
1. Capture their attention
2. Identify their (big) problem
3. Show the solution to their problem
4. Pres...
THE 12 STEPS ARE DESIGNED TO...
Connect on emotional level and overcome
buying resistance…
● "You don’t understand my prob...
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
...
HOW DO WE CREATE
A SALES LETTER?
The Easy Way
CHUNK IT FOR FLEXIBILITY
1. Capture their attention
2. Identify their big problem
3. Provide the solution to their problem...
STEP 1: GET THEIR ATTENTION
● Consider their entire experience
● Take them one step at a time
● Each step has a purpose
"H...
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 ...
STEP 3: PROVIDE THE SOLUTION
● They’re feeling the pain, now...
● Introduce yourself
● Introduce your product or service
●...
STEP 4: YOUR CREDENTIALS
● Successful case studies
● Popular companies or people you’ve done
business with
● Length of tim...
STEP 5: SHOW THE BENEFITS
● Not features
● People only care about what it will do for
them
● Include at least one hidden b...
STEP 6: GIVE SOCIAL PROOF
● They want it, but they don’t believe you, so...
● Build credibility & believability
● Prove yo...
STEP 7: PRESENT THE OFFER
● Key to the sales letter
● Make them think: "I'd be stupid not to take
this deal"
● Combine gre...
STEP 8: INJECT SCARCITY
● Most people take their time
○ They don’t feel enough pain to make a change, or
○ They are too bu...
STEP 9: PROVIDE A GUARANTEE
● Make offer irresistible
● Take all risk out of the purchase
● People fear being ripped off
“...
STEP 10: CALL TO ACTION
● Don’t assume they know what to do to
next
● Clearly & concisely spell out how to take
action
“Pi...
STEP 11: GIVE A WARNING
● Continue to build emotion
● Make them feel what will happen if they
don’t take the offer
"Contin...
STEP 12: CLOSE WITH A REMINDER
● Always include a PS (1-3)
● Remind them of your irresistible offer
● Restate the call to ...
RECAP
1. Get their attention
2. Identify the problem
3. Provide the solution
4. Present your
credentials
5. Show the benef...
PUT IT TO WORK
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Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet...
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 G...
GOAL CHECK
Are sales letters are easy?
Do sales letters simplify marketing?
Feedback?
Questions?
chris@chrismohritz.com
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How to Write a Great Sales Letter - A Simple 12-Step System That Works!

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A well-crafted sales letter can attract new customers, boost sales, and encourage current customers to buy more. But does your mind go blank when starting to write a sales letter? Do you have good ideas that somehow don't seem to make it onto paper? If so, you're not alone. This presentation will help! Topics include: a simple step-by-step process to create a sales letter that: gets attention, shows the benefits of your product or service, makes a compelling offer, and prompts your reader to take immediate action!

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

  1. 1. How to Write a World-Class Sales Letter A Simple 12-Step System That Works
  2. 2. OUR DESTINATION Sales letters are easy Sales letters simplify marketing
  3. 3. OUR JOURNEY ● What is a sales letter (today)? ● Where can we reuse a sales letter? ● How do we write a sales letter?
  4. 4. METHODOLOGY IS BASED ON... David Frey's Foolproof Sales Letter Formula http://10x.to/sales-letter
  5. 5. 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
  6. 6. WHAT IS A SALES LETTER? In a Digital World
  7. 7. 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
  8. 8. 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
  9. 9. 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"
  10. 10. WHERE CAN WE REUSE A SALES LETTER? Getting Maximum Value
  11. 11. 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
  12. 12. HOW DO WE CREATE A SALES LETTER? The Easy Way
  13. 13. CHUNK IT FOR FLEXIBILITY 1. 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 Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet
  14. 14. 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."
  15. 15. EXAMPLE ENVELOPE
  16. 16. EXAMPLE LETTER
  17. 17. 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…”
  18. 18. STEP 3: PROVIDE THE SOLUTION ● They’re feeling the pain, now... ● Introduce yourself ● Introduce your product or service ● How can you relieve their pain?
  19. 19. 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”
  20. 20. 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)
  21. 21. 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.
  22. 22. 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!"
  23. 23. 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.”
  24. 24. 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”
  25. 25. 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…”
  26. 26. 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"
  27. 27. 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
  28. 28. RECAP 1. Get their attention 2. Identify the problem 3. Provide the solution 4. Present your credentials 5. Show the benefits 6. Give social proof Its not just for “snail mail” anymore 1. Make your offer 2. Inject scarcity 3. Give a guarantee 4. Call to action 5. Give a warning 6. Close with a reminder
  29. 29. PUT IT TO WORK Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Infographics Website Videos Email Social Media
  30. 30. ADDITIONAL RESOURCES Keep It Simple
  31. 31. 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)
  32. 32. GOAL CHECK Are sales letters are easy? Do sales letters simplify marketing?
  33. 33. Feedback? Questions? chris@chrismohritz.com

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