Sales letter format
People will do anything if you can:
- Support their dreams.
- Erase their fears.
- Confirm their suspicions.
- Justify their failures.
- Cast stones at their enemies.
Additionally, they need to trust you, care about you, believe in your promise, and feel that their objections are addressed.
Formula
- Headline: Hook, big promise, targeting, mechanism.
- Curiosity: Reinforce the idea of the headline, add other curiosity elements or benefit, set the criteria of who this is for.
- Story: Emotion, build rapport, know the reader’s pain, their struggle, hero’s journey to discovering the solution.
- Product: What is the main benefit? What does it consist of?
- Value Build: Bullet point benefits.
- Proof: 3rd party testimonials, scientific evidence, statements that are facts.
- Overcome Objections: Why should I listen to you? What if other things haven’t worked for me before?
- Justify Value: Make the value undeniable.
- Call to Action 1: Encourage immediate action.
- Bonuses: Add extra incentives.
- Guarantee: Provide reassurance to reduce risk.
- 2 Choices: Crossroads close.
- Call to Action 2: Reinforce the decision to act.
- Reasons to Join Now: Highlight urgency and exclusivity.
- Proof: Repeat or add new evidence to build trust.
- Call to Action 3: Final push to take action.
- P.S.—Sum up the top benefit of the product and the hook. Make people want to read the entire copy if they have not done so already.