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November 17, 2018 1st Anniversary Wishes 1 comment

Describe the special features of your service or product and benefits as well. Here you can also find a sample of letter of sales with this template, to draft a perfect.

I absolutely love writing sales letters. It’s not only where I got a fairly strong start, with regards to finding customers. But I also find it a fantastic exercise to understand exactly what I’m delivering to customers.

A well written sales letter will help you understand why someone would buy.

It can even become the entire backbone to your sales campaign, pitch and sales strategy.

Use the sales letter template below, to begin mapping out your sales letter. As an exercise, I encourage you to write out what type the individual pieces of a sales letter.

The fully written sales letter will help you piece together the journey that the customer needs to go on, before they will buy from you.

I don’t see any reason why you wouldn’t send this sales letter to customers. But more than anything, it will help you with future sales content such as sales pages, videos, pictures, emails and even blog content.

Use the prompts below to create a sales letter for your product, service or entire business. Notice how it’s a different frame from introducing yourself and explaining your benefits.

The best sales letters, with the highest conversions, focus on emotional responses with the customer. Telling THEIR story and connecting with them, before converting to a sale.


You want to start with a clear and attention grabbing headline. We typically will try to cover through things in our headlines.

  • Refer to the audience by name
  • Tell them what you’re going to help them do
  • But without doing something they expect to do

For example, headline could be “non-fiction authors: how to sell 1000 copies of your new book in your first week without spending a penny on PR”.

We might also put a subheading or subtitle underneath. Something along the lines of a result that the reader can get, if they read the full post. For example “book launch hack method revealed”.

Overall, the headline should be designed to potentially make and close the sale or by itself. It should be clear enough that it’s understood by anyone who reads it who it’s aimed at, what they’ll be able to do and what they won’t have to do.


Next we like to outline a promise. This is where we will spend a short section explaining what we’re going to help the reader to do.

This is part of the setup phase of the story. All sales letters are essentially a story with a setup, conflict and resolution.

This is where we’ll start to describe a future to the reader. Will make a bold claim about what the sales letter entails. Explaining what they will be able to do, have, become and see if they continue reading.

For example if we use the non-fiction author example above. We could explain how we’re going to help them increase the number of sales Lucy for the only book launch. As well as give them the step-by-step plan to increasing sales across Amazon, Kindle and traditional bookshops.

Essentially, what is the reader going to be able to come away with, after they read the sales letter?


This is where we begin to outline the problems the customers currently facing. What are the problems, roadblocks and negative situations that the customer faces today?

This is where we’ll currently dig into their average day, how they feel today and what status is with their friends, themselves, customers and their network.

The more descriptive we can be about where they are now,Who they are and what they are going through, the stronger the connection we build with the customer.

By this stage we don’t talk about ourselves. We keep it purely focused on the customer and their story and journey.

For example, “have you ever launched a new book, only to receive cricket sounds instead of sales? If you’re like every other first-time non-fiction author, you’ll struggle to generate the sales and revenue that you need. Maybe you’ve got bills piling up, holidays your having to put off and friends waiting to tell you that they were right all along. Does this sound like you?”

The more we can frame the start of the letter around who they are now, and the negative situation they face, the more successful the sales letter can be.

Don’t be afraid to write exhaustively on this subject. Writing as much as you can on where they are now.


This is where we will dispel a myth common misconception about the solution.

For example of where helping someone generate sales as a non-fiction author, will want to write out at least one method where people go wrong.

What is a common misconception within their space? What is it that everyone else tells them to do which is wrong? What something of try before that didn’t work?

The more you can write about common misconceptions, myths and where other people go wrong, the more you are demonstrating your knowledge of the area. This is where you begin building massive levels of trust with the reader.

As soon as you begin to outline the problem, and promised a solution or result, readers will instantly put up an objection barrier.

“But I’ve tried this before and it didn’t work” it’s now our job to reframe the problem, explain to them it wasn’t their fault, and demonstrate that we have the only solution that works.

For example you could say “most non-fiction authors, when launching their first book will use a PR agency to generate interest and sales. This doesn’t work, because it’s expensive and doesn’t generate the results you need”.


Next we need to frame the environment that our customers are in. We need to present a series of opportunities or threats to them and their business, that they need to address.

Remember the SWOT analysis from highschool business? We’re looking at opportunities and threats in their world, that they’ll either recognise or are new to them.

We’ve changed SWOT recently to just SWT or strengths, weaknesses and TRENDS. Trends are both positive or negative (sometimes both). We use trends because opportunities and threats, while a fantastic frame to place around an event, aren’t as immediate.

When we think of trends in the marketplace (Instagram launching Instagram TV or YouTube’s adpocolypse), these are trends in the market that affect our audience. We can then frame each event as an opportunity or threat.

We can present each event as a trend and then tell our reader why they need to protect themselves against it OR get ready to take advantage. You can also use a few different trends and really hit those hot buttons, posting some as an opportunity or some as a threat.

And of course, the entire purpose of this section is to position you as the solution to these changes and trends.

Finally, we can set each trend in 1 of 3 topics, to make it easy. Social, economic and technological.

  • Social
    • Social trends are things happening or being caused by PEOPLE. Societies, communities, individuals, countries, industries. It’s all about what people are doing in the marketplace differently.
  • Economic
    • Economic trends are about money. Things happening to, or being caused by money. Where people are spending money, where people are saving money, what money is doing to an industry or people.
  • Technological
    • Technological trends are about things happening to, or being caused by changes in our gadgets and toys. Phones, laptops, internet, tap-and-pay cards. It’s about how things are changing with the things we use.

These 3 areas are a great place to start talking about how things are moving in the market

and why they need to pay attention. This is essentially the question “why is this important and why you need to do something NOW”.

Knife twist

Sounds gory. It is.

You’ve explained the problem. You’ve talked about their future and where they could be in their life. You’ve outlined everything that’s changing that they need to be aware of.

Now what else? What ELSE goes on top of all that? Ever had you car break down, a text from your partner telling you they’re leaving you and when you finally arrive at work, you’re fired?

Sounds a little over the top, but this is where we want the final straw to come. We need to “twist” the knife that we’ve stuck in.

Finish the sentence “and to top it all off…”

Think about one final thing the reader has to deal with. Finish off the promise, problem, myths and trends with one final thing to remember.

  • You’ve tried this before and you wasted a load of money
  • Your last PR agency told you it couldn’t be done
  • You’re not even confident about the quality of your book

Top off the sales letter introduction (promise, problem, myth, trends) with a knife twist that adds one more complication/conflict to the story.


By this point your customers are salivating. They see where they are, they see the world around them and they see where they could be.

Notice how we haven’t talked ONCE about ourselves or who we are? Why? Because they don’t care about us, until it’s clear how much we care about them.

We’re going to tell them what the solution is now. We’re not going to go into great detail, we’re just going to tell them what they need.

Introduce the name of the product/service and what it is. Simple as that.

  • Introducing Sell Your Service. Weekly business coaching for funnel builders
  • Introducing BookLaunch. The comprehensive launch system for non-fiction authors
  • Introducing TRX. Total body workout and muscle growth equipment

It might have a small product shot or photo. But honestly, this is a story. Your reader is the hero and this solution is their quest item. This is the magic sword, kung fu training or Swedish supermodel.

It’s the THING they want to have, in order to have the life or results they want.

Name, what it is. That’s it.

Testimonials/social proof

Quickly we want to show a case study, or some kind of proof. Testimonials are crazy powerful at this stage. We’ve introduced the product and we’ve told them we can help.

Now we’re going to demonstrate that it’s helped other people.

Testimonials are great. But make sure they’re REAL. I like to go all out on my testimonials. I’ll make sure I have a photo of the person, their Twitter handle or website and their quote and name.

That might sound like a lot, but it’s critical to me that I remove all doubt about who those testimonials are from.

Or you could do a case study, talking about a real customer that you’ve worked with or helped.

What if you don’t HAVE any testimonials or case studies? Tell a story.

Create a character who isn’t real and tell your audience who they are. Tell your customers about the average day your hero goes on, what happens when they try to do it the old/wrong way and then tell them about their life after working with you.

No need to make it explicitly clear that it’s a made up story. Just introduce the hero/character and tell their story.

Weather it’s a testimonial, case study or story, the idea is that the reader sees themselves as the character and how the journey leads to a better life.


Benefits. Not features. Not what’s included. Not what’s delivered. Benefits.

Benefits sell. Features close. We need to SELL right now, so we’re going to lay out benefits.

15 point strap harness for maximum muscle workout, is a feature.

Get shredded and build lean muscle faster than ever, is a benefit.

A benefit is the future. What does the FUTURE look like? It’s an emotional state that the reader wants to be in, or recognise.

List out 5-7 benefits to the customer. That’s 5-7 points where their life is better.

If you’re struggling to list out benefits, try listing out how they’ll FEEL after working/buying and what their average day is like after buying.

What do their friends/partner/children think of them? What will they think of themselves? What are they going to see or do or feel?

Benefits are about THEM.

Another way to list out benefits, is to list out your features and ask “why?”. Why does this matter? Why would anyone care?

You might need to ask why a few times.

Feature: Facebook cold traffic campaign.

Why? Drive more traffic to the website

Why? Increase the number of people who see your business/brand

Why? Have thousands of potential customers reaching your business

Something people forget about benefits is that your reader and customers, KNOW what benefits they want. You’re trying to show them a benefit that they already want and know.

We can only EVER sell something that people WANT. We can’t sell what they need. Even if they need a traffic system, content and email CRM, we can’t sell it unless they want it.

Benefits are easier to sell, because people want them. Notice how we STILL haven’t talked about ourselves.


The CTA or call to action stage is where we offer to help. We give them the buy now button, the link, the order form. Whatever it takes to get the deal.

Don’t think of this as “asking for the business”. Think of this as “offering to help them now”.

If you’re a doctor and someone comes in with a broken leg, you’ll tell them what you’re going to do and how you’re going to help.

You then don’t walk out and say “if you’ve got any questions let me know”. You don’t feel embarrassed about offering to help them now. If anything, your patient would be annoyed that you’re NOT offering to help now.

Your product is the same. You’ve riled up the customer, explained what’s happening in the world, what’s wrong in their business, what their future could look like, how you can help and NOW you’re just going to leave them?

You must include a call to action and get them to take the next step.

About us

Check this out. We’re going to introduce ourselves NOW. Almost 50% of the way in.

The big mistake people make with introductions is either doing it too early, or explaining too much.

Yes, people want to get to know you. But they do NOT care about your cat, your business or your interesting anecdotes. Maybe later, after they’ve got a deeper relationship with you. But not now.

Instead, keep it to these 3 key points.

  • Your name and your business
  • What you do and why you created this product
  • Your “gold medal”

You can keep this to 1 section or page. If you’re doing it as a slide presentation, the entire about us section can be just one slide.

Introduce your name and your business. Use a pitch statement, elevator pitch or tell people who you work with. Don’t spend too long introducing your business. There’s no need to go into your entire back story.

Introduce what you do but make sure you don’t tell people that you build marketing funnels. Explain that you help a certain market or niche, get a certain result. Now explain why you created this product. Why did you create this service? We can use the market need statements from the earlier exercise.

Finally, talk about your one Olympic gold medal. People don’t want a list of 5 to 15 things that you’ve accomplished. What they want is one amazing thing that you are known for. You could talk about one fantastic result you got for a customer, for example a revenue goal or sales generated.

You could talk about a book that you have published. You could talk about how many videos you have on YouTube. But keep it to one gold medal. Nobody cares about one gold medal and 2 silver medals.


Next we want to outline the results that the customer will get after they buy.

Results are measurable and tangible outcomes. Increased traffic, lower advertising costs, more sales etc. What will your audience have or achieve, after they work with you?

During this section I like to go into as much detail as possible, talking through each potential result. It’s also key to keep the results between 3 and 7 important results. And go into detail for each result.

This is the logic part of the sales letter. We’ve already sold to them, and if the emotional pull is strong enough, they’ve decided to buy. Now we are going to help close the deal and confirmed their choice.

Talk about each results and the measurable difference will make in their life. Talk about their average day after Dell buy from you all work with you. What kind of difference their business will see. The more you can clearly explain what they’re getting from you, the more likely they are to buy.


Next we clued a 2nd call to action. This call to action is to remind them that they can buy this, and access this right now. Around this CTA is when I like to say how quickly they’ll get results.

For example a funnel building consultation, or sales training programme, they could see results this week (or even today). Make sure the links, phone line or whatever action are extremely clear and easy-to-use.


This is when you need to have the world’s strongest, most ironclad guarantee possible. The point of a guarantee is that if you aren’t comfortable guaranteeing someone success, you shouldn’t be selling it.

You need to take as much of the risk as possible from the customer. This means offering them a timeframe to return or cancel the product, sometimes called a cooling off period. As well as a refund. We say to our customers that if they don’t think that the workshop has been life changing for the better, then we’ll refund every single penny of their consultation workshop and let them keep all the materials.

We say there is absolutely no commitment to work with us, if they don’t want to, after the initial consultation workshop. We don’t guarantee results, for example increases in sales because obviously that’s almost impossible to guarantee. But we do guarantee that we will work on their business and do everything we can, to help them get the results they need.

Includes and pricing

In this next section we talk about the pricing breakdown and what’s included. This again is another closing technique designed to help people justify the purchase.

People decide whether they want to buy based on their emotions and feelings. But they commit to a sale, when they feel they can justify it to their friends and their own internal values.

We try to stay away from explicitly giving a line item for every single include. But breakdown the pricing and usually I’ll explain the value of something compared to what they are actually paying.

For example a 5 day marketing funnel workshop, might have a value of someone bought it separately, a $5000. But when purchased today with our funnel building programme, you might get it for $2500.

We also use this chance to go over the benefits and results that the customer will get, and compare them to the value that they would pay, compared to what they’re paying now.

For example an increase in traffic and more book sales might have a value of $10,000 but we are only charging $2500.


FAQs or frequently asked questions, are a fantastic place to answer objections within the customer’s mind. Think about 2 to 3 common objections, or reasons why someone wouldn’t want to buy. What’s stopping them from buying?

Write out those questions and answer them in the sales letter. Amazingly, you can even repeat things you said inside the sales letter, such as the guarantee, price and terms of payment.

Close financial

Next I like to add in a financial close. Which is essentially reiterating the economic trend from earlier, and explaining the consequence of not buying today.

This is just reframing the reader’s perception around when is the right time to buy. If they’re reading this is a pretty good chance that the right time is now. So you need to do everything you can to help them realise that you can help them today.


Will then try to find another testimonial or case study to repeat to the customer. Again using the same format as above. It must be both real and easy to understand.

Close goals

We begin to wrap up now by writing a little bit about their goals. Their goals are going to be very closely tied to the benefits and results. We’ll simply ask them if they want this goal or that goal now, then now is the right time to buy. Absolutely nothing is stopping them from achieving those goals, you’ve even got someone like you willing to help them, there is no better time to take action than now.

Close ego

This final close is designed just to frame your business to them. The fastest way to lose a sale is honesty to become pushy and desperate. But during this close, we going to stick our hands up and say “I totally understand that this isn’t for all businesses. Some businesses are happy to stay where they are and to continue suffering from [problem]. I just also know that you aren’t one of those businesses.”

We are saying that we are not desperate for the money, were not desperate for the work. But we are desperate to help businesses that want to grow.


We finish with a final call to action, reiterating the guarantee, timescale and when thou see results. We leave the price they’re available and tell them that they could start working on this today.

Sales letter for new product. Sales letters to consumers. Guide, letter example, grammar checker, + letter samples.

41+ Sample Sales Letters

sales letter examples products

The free sample letters provided here can be easily customized for situations where it may be appropriate to send a sales letter. Simply click the image of the document that best meets your needs. It will prompt you to save the PDF file to your computer. After that, you can open the file, edit, save changes, and print. See this guide to PDF documents if you need help working with this type of file.

Announcing a New Product or Service

When your company is introducing a new product or service, it is a good idea to send a sales letter to targeted prospects. This can be an effective way to spread the word about your new offering and generate interest among potential buyers.

Related Articles

This type of letter should:

  • Address how the new product or service will address a particular customer need
  • Provide a brief overview of the features and benefits
  • Express an interest in discussing the offering further
  • Specify a call-to-action request (such as calling to learn more or visiting a specific website)
  • Provide contact information

It is prudent to send a letter before you make phone calls to pitch the product or schedule face-to-face meetings. This way, prospective buyers will have a frame of reference for what it is that you're hoping to sell - and may already be in the right frame of mind to learn more. If you're lucky, the letter might be so appealing that people who are really interested might be proactive in calling you first!

Promoting a Special Offer

You don't have to wait to have a completely new product or service before you send out a sales letter. It's also advisable to communicate with customers and prospects in writing about any special offers you may have.

This type of letter should:

  • Emphasize the limited time nature of the special offer
  • Give the "big picture" benefit of the special offer (significant savings, availability to only a select group, promotional bonus, etc.)
  • Clarify specific potential savings associated with the offer
  • Express a sense of urgency
  • Link making a purchase decision to fulfilling a need while also saving money or getting something extra
  • Multiple options for making an immediate purchase decision

Sending this kind of letter is a great way to provide a concrete incentive to buy within a specified timeframe. Here again, it's a best practice to send a sales letter in advance of making phone calls to potential buyers to pitch the special offer.

Introducing a New Account Representative

In situations where clients have personal relationships with their sales representatives, it's advisable to send a letter of introduction when the person assigned to their account changes. This type of letter should come from the new representative as it represents the first step toward establishing positive rapport.

This type of letter should:

  • Express that the new representative is enthusiastic about establishing a relationship with the client
  • Present the perspective that the representative looks at the situation as an "opportunity" rather than as an assignment
  • Reassure the customer that the new person is concerned with meeting client needs, not just making sales
  • Stay focused on what the representative can do for the client (as opposed to asking the client to help the representative in his or her new role)
  • Express interest in meeting with the customer in person without insisting on doing so
  • Offer alternatives for direct communication (such as a phone call or online video chat)
  • Set an expectation that the new representative will reach out to the customer within a fairly short time frame
  • Encourage the customer to reach out with any questions in the meantime
  • Provide the new representative's contact information
  • Enclose the business car of the new sales representative

This is an example of how sales letters can be used as an effective customer relationship management strategy.

Part of an Overall Sales Strategy

Sending out sales letters is only one part of an overall sales strategy, but it's an important one. When you have a series of great sales letters that you can easily customize for the various situations, you'll have a head start on the process of communicating with customers - an important first step toward maximizing sales success!

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Sales Letters for English Learners

sales letter examples products

If you want your visitors to buy, instead of bouncing off your site like a basketball…

Ask yourself: What’s missing from my funnel?

What’s missing might be a deep understanding of how copywriting should be used to convert readers. And there are few better people to learn from than the “Admen”: the original rockstar creators of the classic twentieth century magazine and newspaper ads.

We have weeks, websites, and embedded video to make a sale. They had only moments and one printed page.

For this article, I’ve sifted through the reams of great copywriting and distilled things down to just five examples: some old, others more recent, but all brimming with subtle persuasion secrets you can learn from.

All the examples for this article are “bite-sized” – short enough to read without taking up too much time – but also containing all the persuasive elements necessary to do the job.

But copying others’ work will only get you so far without understanding why it worked. That’s why, for each example, I’m going to deconstruct exactly what made it so effective, then tell you how to apply it in your funnel.

Here they are: five sales letters every marketer should know.

Essential Sales Letter #1: Gary Halbert’s Desperate Nerd From Ohio

Read the complete letter here

Why You Need to Know It

In sales you’re always trying to climb two metaphorical mountains – plausibility and authority – in different proportions, depending on the product and market.

Plausibility means can you convince the reader a solution is possible. Say you’re teaching them to make money from home. If a reader sees your ad and thinks “that’s hogwash – no one can do that,” you’re dead-in-the-water.

Gary’s ad is the perfect vehicle for a market who needs some convincing. The “desperate nerd” bit isn’t accidental; it’s the crucial bit that proves to the audience Gary’s “moneymaking secret” is possible. Why? By telling the story of someone who started worse off than the average reader, and still got amazing results.

“If a DESPERATE NERD can do it,” imagines a reader, “maybe I can too.”

But that’s only half of the picture…

Authority means the reader trusts (a) that you have the ability to solve the problem and that (b) you have a monopoly on the solution.

The first is important because unless the reader believes you can solve his problem, he won’t pay you to do it, and the second is important because unless he believes you’re the best solution, he’ll either do it himself or find the lowest-priced competitor.

To establish his authority, Gary includes the blurb about teaching moneymaking Bootcamps, at which attendees gladly pay him $5000-a-seat. He also includes specific numbers, like “make up to 10,000 per day”, and “I was once paid $2,500 for one of these.”

How to Use It

This is a great template for Facebook ads and landing pages, provided your market fits the mold…

Selling a solution to a market that hasn’t been exposed to your offer before, and are skeptical of their chances of success? Don’t be afraid to use a compelling anecdote…

What’s a detail about you that made is more unlikely, and hence, will make you more relatable to the reader? (Dyslexia, you started off broke, everybody told you “it couldn’t be done”, etc.)

Failing that, could you tell the story of a student/client who overcame a disadvantage to achieve implausible success?

Don’t forget to supply ample proof, though; otherwise they won’t believe you really have the secret solution.

Could you include real screenshots of your results? (i.e. a payment you received, or a competition you won)

Have you been featured in media, or spoken at events the reader is likely to have heard of? Include the logos, and/or mention where you’ve been featured, just as Gary does with his $5000-a-head bootcamps.

Essential Sales Letter #2: Frank Kern’s consulting letter – Would You Like Me To Personally Double… Your Business, For Free?

Read the complete letter here

Why You Need to Know It

Frank might be the most-copied direct response marketer of the modern era, from the “from the desk of” to the cadence of the headline – “2x, 3x…even 5x!!!”

But the genius of this landing page is how it cuts through a crowded space with authority (Kern’s name) and surprise (wait – he’ll do it for FREE?).

It has the same ingredients of the Halbert ad but in different proportions. Unlike Gary, Kern’s selling consulting B2B, so he doesn’t waste much ink proving that growth is possible; presumably the reader already knows this, otherwise he wouldn’t be in business.

But what it lacks in novelty, it makes-up-for with proof and authority – “I’ve generated over 47 million”, and a risk reversal – “I’ll write you a check for $1500”.

Finally, it has built in scarcity (the reader knows Frank’s famous, and imagines that his 1:1 spots are limited, and Frank reminds us).

How to Use It

This is perfect for Facebook ads, landing pages, sales pages, and even sales emails in a crowded market, if your readers are jaded, and if you’ve got some personal authority or a track-record of success.

Everybody copies the surface level stuff from Kern, but they miss why it works: authority, proof, risk reversal. Want to sell high ticket consulting or a 4-figure info product? How could you prove to the reader it’s going to work? Could you offer a guarantee, as Frank does? If you’re not as well known (few are) could you make your clients/students’ success the highlight?

Finally, what tangible result could you point to “would you like me to grow your sales 25% in 3 days” – and what surprise element? (“Or your money back/I’ll pay you/etc.”)

Essential Sales Letter #3: Joseph Sugarman’s Vision Breakthrough

Read the complete letter here

Why You Need to Know It

YES, dear reader…

You absolutely need the basics of persuasion in your ad…

Value, authority, proof.

But what if nobody actually reads your copy because it’s so booooooring?!?

Ever see an Andre Chaperon email? (Or a carbon-copy)

If you have, there’s a surefire way to recognize it. Guess what it is?

C’mon – bet you can’t guess…

It’s the very writing style I just used above. A narrative style that pulls your eye down the page.

…and that’s not all 😉

It makes it fun to read.

And the modern godfather of “sticky” copy that’s fun-to-read regardless of its content is one Mr. Joseph Sugarman.

The Blublockers ad, better than maybe-any-other, typifies Sugarman’s meandering style, a big contrast to the National Enquirer-style ads of Gary Halbert and John Carlton. Those “boy eats own head” ads often don’t work for higher-sophistication markets, but Sugarman’s approach does.

But it still contains the “crucial ingredients”…

The audience thinks they know sunglasses, but Sugarman needs to create a brand new product category. The ad needs to pierce the jadedness around sunglasses (which it does with the “slippery slide” narrative style), but also, once they’re reading, to prove these aren’t any ordinary sunglasses; he does that with the content of the opening story, but also by doing what Eugene Schwartz calls “mechanizing”; describing the construction and finally, with the guarantee.

How to Use It

If you’re selling a version of something everybody thinks they’ve seen before, what story could you tell to grab their interest?

More microscopically, how could you phrase your copy so it reads like poetry, each sentence coaxing the eye to the next…

Could you leave “open loops”, leaving a question unresolved…

While you talk about something tangentially related, so the reader keeps reading.

Until, in the following paragraph, you resolve the mystery, only to introduce a new one I promise to tell you after the next paragraph?

Finally, could you tell an entertaining origin story that creates a brand new category for your product, as Sugarman does here, or as the Dyson company did for its household vacuums?

Essential Sales Letter #4: Martin Conroy’s Two Young Men letter for the Wall Street Journal

Read the complete letter here

Why You Need to Know It

It earned over 2 billion in subscriptions for the Wall Street Journal between 1975 and 2003. But even that’s not the most important reason…

Psychology tells us an “open loop” narrative style…

that leads with a mystery… 😉

…is more attention-grabbing than a simple statement of benefits.

At the end of the “two men” intro we’re left with an unresolved question – how is it one man became president of the company – and that holds our attention through the description of the journal. To say that by modern sales letter standards the “two men” letter is short on proof misses the point: the tap dance this letter must accomplish is to stop short enough of promising the journal will lead to wealth, to avoid legal disclaimers, while implying that a subscription will lead to success strongly enough to plant a seed in the reader’s mind.

How to Use It

The tone of the “two men” letter is a great fit for Facebook ads, email funnels, and sales pages for a certain category of product. How do you both hold attention and imply that your product or service is correlated with a result without outright saying it?

If your readers are jaded or bored with the product category (for instance: newspapers), this mystery-driven approach could work better than a direct one. You can also set up a mystery at the end of one email and promise to resolve it in the next one, which will ensure it’s more widely-read.

Essential Sales Letter #5: Why Haven’t TV Owners Been Told These Facts, from Breakthrough Advertising by Eugene Schwartz

Read the complete letter here

Why You Need to Know It

Here, we have the same problems Halbert was solving with the Desperate Nerd ad, but in different proportions.

The readers still needed convincing of the plausibility of the solution. As Schwartz describes it:

“Only a small fraction considered themselves interested enough or capable enough to respond to a direct promise headline: “Save up to $100 a year on your TV repairs!” Most were afraid they could not make the repairs themselves.”

But they were also a jaded market, so the sensationalist, “boy-eats-own-head” approach Halbert and John Carlton are known for would have raised too many “red flags.”

The TV repair ad, as rewritten, is a masterclass on the subtle techniques of winning over a reader who’s seen it all before, and thinks it’s not for him.

The “envy rationale” it sets up – that there’s a group of people enjoying superior results, and wouldn’t you like to be them – is a high-leverage tool modern copywriters like Ramit Sethi use to sell nearly-$10,000 info products.

Here’s why it works: As Schwartz describes, the market didn’t yet believe they had the ability to repair their own TVs.

But they had frustration that their TVs didn’t work as intended.

So that’s where the ad starts – “why haven’t TV owners been told these facts.” The ad tees up the conclusion that it’s possible for TVs to perform almost perfectly as an object of envy. Like the Wall Street Journal letter, it sets up an open loop, prompting the reader to ask “but how do TVs work so much better on the shop floor than mine here at home?”

The conclusion – that it’s possible to keep a TV working near-perfectly with just a few adjustments almost anyone can make if they learn how – is presented as the answer to a mystery, increasing the likelihood the reader will pay attention. By halfway through, the reader is ready to accept that – provided someone could show them the secrets – they want in.

How to Use It

This letter is perfect for sales pages and long landing pages.

Nine-times-out-of-ten in modern internet marketing, our readers have their guard up. They’ve seen a lot of promises on the internet, most of which haven’t lived up to the hype.

Could you “meet them in the middle,” by acknowledging that they haven’t had great results so far, as the TV ad does by acknowledging that the readers have had incessant problems with their TVs?

Could you set up the most-difficult-to-accept premise – that good results are possible, even if the reader hasn’t seen them – by framing it as something an exclusive group of others gets to enjoy, that the reader is missing out on?

One thing is crucially important though…

Don’t forget to supply proof of every claim later on in the ad. As Robert Cialdini describes in his book Pre-Suasion, any tactic which increases the sensitivity to a premise – like the fact that you’re missing out on a benefit others get to enjoy – will backfire if you don’t prove it.

Skip The Learning Curve By Stealing From The Greats

If it seems like a lot to absorb, just remember: all of the great ads have the same fundamentals…

…just in different proportions.

So I like to use a simple 3-question format to decide the best approach. I’ve written about it on my blog, but I’ll summarize it here:

Question 1: How plausible does your audience find your solution to their problem?

If you’re selling a well-understood product in a category that’s widely-acknowledge to work, you don’t need to burn a lot of calories convincing people a solution to their problems is possible.

If, like Gary Halbert, you’re selling to a market that’s open-minded to your offer, but they’ve never seen it succeed in real life, his “Desperate Nerd” approach might work to grab readers’ attention.

Just make sure you’re supplying enough authority.

Question 2: How high competition is your market?

Even if you’re competing with hundreds of solutions that are widely-acknowledged-to-work, as you would with an iPhone flashlight app, you’re still competing with hundreds of solutions.

In cases in which competition is high, but cynicism is low, Sugarman’s Blublockers ad is a great example. His readers knew sunglasses worked, so he didn’t need to prove that. But they saw sunglasses as an undifferentiated commodity, so Sugarman used creative storytelling to create a brand new category for Blublockers.

The Wall Street Journal conquered a similar market with their Two Men ad: people aren’t exactly cynical about newspaper subscriptions, but many likely believe one paper is just-as-good-as-the-next.

Question 3: How jaded is your market?

Are you competing in a market that’s not only flooded with competition…

it’s flooded with hucksters and solutions that don’t work?

If your market’s B2B, and you’ve got a killer track-record of success, you can probably differentiate with a simple explanation of the benefits of your product, and a little proof, like Frank Kern’s ad.

Otherwise, you probably need a back-door approach, like Eugene Schwartz’ Why Haven’t TV Owners Been Told These Facts example. The market the TV ad was aimed at is the most challenging:

  • Cynical the solution works
  • “Over-saturated” from offers
  • Cynical about those offers, because they’ve seen so many that don’t work

…which is exactly the market many internet marketers find ourselves in. Like Schwartz’ example, we have to do a tap-dance:

Capture interest without raising any red-flags…

Prove the solution is possible…

and, finally, prove our solution is the best.

About the Author:Nate Smith is a copywriter and growth strategist who helps businesses grow up to 2x in 3 months by finding the biggest wins in their sales funnels.

This simple sales letter will help you introduce a new product to the market. It can also be used to Sample Sales Letter Template for Product. email sales letter.

Breaking Down Effective Sales Letters That Work (Plus templates & Examples)

sales letter examples products

A sales letter is marketing tool that businesses use to promote their products, highlight specials or remind customers about expiration dates on warranties or special services. Sales letters can be highly effective in achieving a company's objective. They are often used along with brochures in direct mail campaigns or on the Internet as one of the introductory pages. There are several types of sales letters that are used in business writing.

Introductory Sales Letter

An introductory sales letter is usually sent to introduce a consumer or business customer to your company and products. In addition to apprising people of your existence, the introductory sales letter explains how readers would benefit from purchasing your products over other brands. Companies sometimes offer a trial period in an introductory sales letter. The introductory sales letter should be limited to one page. It must grab people's attention, build their interest and prompt their desire to visit the store to buy your products.

Product Update Sales Letter

Product update sales letters apprise your old and existing customers of new products or changes to existing ones. Many companies use comparative details to describe the advantages of the new products over older ones. Additionally, a special promotion may be included in the product update sales letter that gives the customer a limited period to purchase newer products at a discount.

Selling Incentive Sales Letter

A selling incentive sales letter promotes existing products among current customers. You will need to build a considerable degree of excitement when writing a selling incentive sales letter, perhaps offering a discount, rebate or contest prize for a limited time.

Thank You Sales Letter

Every so often, it is important to thank your customers for their business. The thank you sales letter should almost always mention how much you value your customers for their patronage. Keep the thank you letter short, and briefly mention that your products are always available when the customer needs them.

Holiday Celebration Sales Letter

The holiday celebration sales letter gives you a chance to offer your product as a potential gift for your customers' family, friends or work associates. A holiday sales letter could begin with, "We'd like to wish you a happy holiday season here at ABC Jewelry. We just received a limited supply of tie clamps and bracelets with diamond studs that make wonderful gifts for that special someone. Visit our store now while the supply lasts."

Invitation Sales Letter

If your company is celebrating an anniversary, write an invitation sales letter to your customers. This letter should be designed to make your customers feel important and as if they are part of your family. Briefly mention your products in the letter, and invite customers to enjoy the celebration. You may want to decorate your business establishment or offer free refreshments for the occasion.

Lost Customer Sales Letter

The lost customer sales letter is designed for customers who have not purchased products or have canceled their service. You should state that you miss these customers and apprise them of any new products or specials.

WATCH THE VIDEO ON THEME: Anatomy of a $1million Frank Kern sales letter

Sample sales letters with must-know tips, easy steps, sample phrases and a sample product or more information · Invite a prospective customer to a sales.

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