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direct mail can have an roi of thirteen hundred percent if you want results like that you need to know how to write a good sales letter it's one of the most effective ways to reach customers drive leads and revenue however a lot of businesses put together a sales letter very quickly mail it out to a huge audience and then nothing happened and this is simply because they didn't have a good copy in the sales letter whether you're a business looking to launch a new campaign or you're a freelance copywriter stick around because in this video i'm going to teach you how to write a sales letter that practically prints money i step back a little bit what is a sales letter according to our good friend google a sales letter essentially is a piece of direct mail we send out to persuade a customer to buy something and now it doesn't have to be just direct to mail can actually be digital as well and nowadays most sales letters are online it's one of the oldest forms of advertising and it essentially takes dozens of pages combines them into one but it remains as one of the most effective ways to drive sales leads and any kind of campaign goal these can often range anywhere from 10 to 20 000 words or longer they're often put into videos such as video sales letters you can also watch my video on that if you want to learn how to write vsl scripts but now as a rule of thumb short copy is good for cheaper products and long copy is good for more expensive products so i always recommend that you don't necessarily just stick to short or long copy but rather you think about how much information the customer needs to know and then you base the length of the sales letter on that now jumping into actually how to write a sales letter it always begins with headline david ogilvy one of the best advertisers and copywriters ever once said that eight out of 10 people read the headline and that's it or once you've written your headline you've spent 80 cents of your dollar the reality is most people are going to go through their mail they're going to go through online and on the internet just reading headlines and seeing what interests them and if it doesn't they're gonna scroll through and they won't click your ad now how can we actually write a really good headline i think one of the best strategies is creating a sense of urgency because it makes the consumer feel like they have to take action or they're gonna miss out on something good this is also known as fomo or fear of missing out that fear is a really primitive emotion that we all have to an extent especially when we're trying to get a certain outcome or solve a certain problem we have some kind of fear about that problem and not being able to solve it so if you kind of put that in the headline it's a great way to capture attention here's an example from agora financial with one of their sales letters i love this example because the headline reads five hidden dangers of your morning shower and it's gonna make you feel urgent to learn what the dangers are especially because you probably take a shower every morning at least i hope so and then once you feel that urgency it's gonna make you read the rest of the copy to figure out what's so bad about the morning shower and you can apply this to anything by really focusing on urgent power words like now today limited time don't wait hurry now try to communicate to the reader that if they don't continue reading the copy they're not going to figure out something really important that could actually be hurting them it's also amazing if there's a certain limited inventory or supply of a product it's really good if you're promoting some kind of event where people have to sign up and reserve a spot if you can focus on that kind of limited aspect it puts a fire under them to do something sooner than later i also want you to make headlines ultra specific not vague at all now when a headline is vague it's just boring it doesn't really interest the reader and they're probably just going to skip it on to the next thing but when it's very ultra specific it tells them exactly what they're going to get out of it it uses numbers data and very specific information then suddenly it's a lot more exciting they're going to click through and be a lot more interested in actually reading the copy so here's a headline from a sales letter by frank kern it reads would you like me to personally double triple or even quadruple your business for free so instead of just saying hey would you like me to grow your business he actually talks about doubling it tripling it quadrupling it for free so he's being very ultra specific about the offer itself he's not being vague about it also just paints a picture inside your head if you're making a hundred thousand dollars doubling it tripling it means two to three hundred thousand so by using very specific statements and numbers it just helps the reader actually relate and think about how it's gonna change their own life thirdly i want to think about stating the customer's pain points inside headline after all purchasing something very emotional normally it's irrational sometimes and normally it's just to solve some kind of pain point or problem whether we even realize we're buying something for that reason or not so if you target that pain point inside the headline you really get them resonating harmonizing with the ad and then they're more likely to actually read it and we get relevant emotions coming up that will make them want to solve that by purchasing the product so check out this sales letter from legendary writer gary halpert it says you're probably being sucked dry by success killing vampires from loser city i think gary's one of the best copywriters of all time that's just a fact and his headlines always kill it so people that are struggling having negative friends and people around them are really going to resonate with that pain point that's addressed in the headline so not only does it bring up the relevant emotions that they'll want solve it also just lets them know that gary understands them he knows what they're going through and he can provide something to solve that so once you've written a good headline that'll give any copywriter a run for their money it's time to move on to the intro of the sales letter and this is very important because once you have your foot in the door with the headline it's now time to elaborate on that and keep their attention i think a great way to do this is by making a very bold statement just something that goes against the norm and really captures their attention gore financial does this awesome once again in this sales letter they wrote titled i haven't had a glass of water in 20 years and after the subhead it asks surprise which engages the reader gets them thinking and saying yes and then they elaborate on these really bold health claims about cholesterol getting enough exercise and sun by framing it as questions it gets people thinking yes or no engaging with the copy and they're more likely to continue reading joseph sugarman one of the best copywriters of all time came up with the axiom that you want the customer saying yes as much as possible because then they'll be more likely to say yes later on to the sale so if you ask questions that are related to the product and what they're going through they're gonna be thinking yes engaging with a copy then after you have their attention through the headline the intro it's now time to introduce the product and specifically its unique value proposition something that really makes it stand out on the market and better than anything else and just makes a no-brainer to buy it for the customer this can be rare ingredients proprietary technology and remember sometimes there's nothing proprietary about the product itself but what you can do is take something really small about it that the competitors aren't focusing on bring that to the forefront and you've now positioned yourself very uniquely and deposition the competition and continuing with that sales letter from agora we can actually see them do exactly that by positioning their health breakthroughs as something you cannot get anywhere else it becomes a no-brainer for the customer because they literally can't get it anywhere else thirdly with the intro i highly recommend you use storytelling once again purchasing something super emotional and stories are emotional themselves they're the stories of how a customer overcame a certain problem how you experience what the reader experienced and overcame it how the product was formed there's so many ways to approach storytelling but if you can mix it into the sales letter intro it's gonna really capture their emotion and their attention now remember ideally you want to do two things with the story one it needs to be realistic and something that the customer can actually relate to so for example if you have some kind of business offer don't say that a customer used it and they made a million dollars in a day and now they're the next bill gates they'll probably just get you in trouble if anything but instead make it more relatable if anything use an actual real customer story but it's ideal that you actually make the pain points that struggle the timeline as close as possible to the reader's life so it can really relate to it emotionally and see themselves in the story because when we're actually reading stories so many parts of the brain become activated it's a super powerful way just to get someone engaging with a sales letter and ready to buy later on after we hook them in with the headline the intro a nice story they understand kind of how it's transitioning now we can actually talk about the product itself and the breakthrough that's related to the things we're talking about previously so remember that features are factual pieces of information about the product ingredients sizing colors things like that but benefits are what people are truly after and that's how it's going to benefit them and improve their life their emotions their health their financial situation it depends on the product individually but you want to do this with bullets so you want to quickly summarize the main points of the product how it's going to change their life and transform them it was crucial to have a section for testimonials and customer reviews because when people buy something they use something called group bank this is essentially a psychological phenomena where we look at other people to save time and energy by seeing their actions and what it leads to so by having testimonials on a sales letter you're essentially showing that a previous customer spend the money they enjoy the product and someone's really interested in buying it that's going to help them save time and energy by making a better purchasing decision and then you want to introduce the pricing now the pricing it's really key that you actually help justify it and show that's an investment more than anything you can even compare it to different things in or outside of the industry so show the price you might have pricing plans as well and then i want you to position it as an investment in their health their business it depends exactly what you're selling but for example if it's a program that helps them make more money you can say that if they're gonna spend the 500 they can easily make five or ten thousand so it's actually a great roi just an investment in that sense but maybe it's an investment for their relationships their health try to position it in that way so it doesn't look like they're just spending money and now also in the sales letter we can do when it comes to justifying the price is comparing it to something that's much more expensive for example if you're selling an ebook a course some kind of program you can talk about the cost of normal tuition and how it can be tens of thousands of dollars but your program is only 300. it's also crucial to overcome objections because when people read a sales letter naturally they're going to be a little bit skeptical they want to make sure that they can trust you and you can do this in a couple different ways the testimonials will really help a lot by using stats data and quotes can help a lot because it builds up that credibility and trust now you also just want to think what kind of questions would they have about the product how much is it how does it work can i trust this business things like that and they want to make sure you overcome these within the copy one of the best ways to do so is with a guarantee so if you can offer a 30-day money-back guarantee maybe a 60-day warranty some kind of guarantee essentially makes the product risk-free i mentioned before you definitely need to have a lot of calls to action so these are words and phrases that tell people what to do next and in this case it'll be to buy something maybe to opt into a newsletter or a subscription but you essentially want to tell people to take action even if it's really obvious because it really promotes engagement you've been seeing this sales letter here that they have tons of calls to action to get this book and once again that just promotes the reader to actually do something and not be lazy and just go away so the fun part about copywriting is that you don't have to be too rigid and templatize everything as long as you have the main parts of a good sales letter or copywriting in general within the material and campaign is probably going to do really well so based on everything i was talking about today here is a good sales letter template you can try yourself it's going to begin with a headline and a sub headline that captures the reader's attention now after that preferably would have a video sales letter this essentially sums up the sales letter and video format it could be anywhere from 8 to 24 minutes long even longer in some cases some vsls will go 50 minutes or an hour but essentially try to summarize a sales letter in a video i've read an intro that uses either bold statements or storytelling and then agitate the customer's pain points to help them harmonize with the ad and realize that they're in the right spot after this you want to explain what the product is the solution and its unique value proposition something that they can't get anywhere else start elaborating on the features and benefits of the product and use bullets to quickly summarize the main information after this you need testimonials and reviews other credibility like stats and data and quotes to build up that authority you can then display the pricing after this so show the pricing any kind of pricing plans if there's discounts it's also an amazing time to include bonuses and show how much they're worth for example if it's worth a thousand dollars two thousand dollars five hundred make sure that they understand that they're getting a free bonus and the value associated with it because it greatly increases conversions after this have your money back guarantee and a quick explanation of the refund policy and then re-summarize the offer with a ps this is a sales letter formula that has worked for decades and decades and the best part about copywriting once again is you can have some creativity and fun you can rearrange some of the parts in this formula and template and add on some of your own but if you want to learn more about sales that are copywriting and see some more examples and strategies go into the description you can read my full guide on how to write a sales letter make sure to subscribe if you're new to the channel and i'll see you in the next video