12 Steps Sales Letter that Sells: Step-By-Step Guide

12 Steps Sales Letter that Sells: Step-By-Step Guide

So you have your product ready and you are excited to sell it to your target audience.

But wait! 

Your sales letter isn’t ready yet? 

Don’t worry I will help you to build one.

Salesletter is one of the most critical things because it helps the buyer to know exactly what you are offering and how it can improve their life. 

Writing marketing literature that can tempt buyers to take out their credit cards on the spot necessitates precision, study, and experience. 

It takes years to get to this stage. 

Also people will only buy from you if you are solving any of their problems or you are helping them to become a better version of themselves. You have to create a sales letter that will deliver the same message to your audience. 

After reading this post you can easily create a sales letter by following simple 12 steps so that you never have to worry about creating another one in the future. If you get confused, you can always come back, read it again and create your perfect sales letter. 

Let’s start with the definition.

What is a Sales Letter?

A sales letter is essentially a salesperson discussing a goal, but in the form of a letter. It is a piece that is intended to persuade the reader to purchase a product. It only has one goal, which is to “convert.”

It has a higher conversion rate due to its unique nature. An effective sales letter focuses on a specific group of potential customers in order to capture their attention and demonstrate how your products will benefit them.

This phenomenon is used by businesses that do not have a budget to market their products or services through television or other means.

12 Steps Sales Letter Step By Step Guide

Step 1: Know your target audience 

Make sure you know who you’re writing to. You’ll regret skipping this step. Because your sales promotion will always fail if you don’t know who you’re writing to. 

It would be like approaching strangers and asking them for a favor Or, even worse, attempting to sell anything to them. You and I both know that they won’t buy whatever you’re selling until you’ve earned there trust. 

Instead, they’ll be more likely to take the action you desire if you’ve recognised them as a member of your target audience and “sufficiently auditioned” them by creating a relationship with them. 

Step 2: Make a list of all of your product’s advantages. 

Before you start writing, make sure you thoroughly research your product or service, including the entire list of ingredients and key attributes. But don’t forget to leverage your assets into great advantages. Because benefits, not features, elicit an emotional response from your reader, prompting them to take action. 

You must also understand what sets you apart from your competitors. To put it another way, figure out what your unique selling offer is (USP). Because this, too, demonstrates how to assist your target audience in forming a bond with your product. 

Pay close attention to this step 

You’ll start producing more intriguing sales copy as a result.

Step 3: Research previous winners. 

Reading, understanding, and even copying the most lucrative campaigns is maybe the simplest method to start writing your own winning sales letters. 

But how can you determine which deals are the most popular? 

Simple. It’s a winner if it’s mailed or emailed several times. So get on the ‘list’ of some prominent marketers, preferably in your field, or have your writers do it for you. 

You can start building your own swipe file of winning promotions to examine and learn from this method.

Instead of beginning from scratch every time, you can save a lot of time.

Step 4: Create your “grand concept.” 

This is essentially the “plot” of your promotion. The golden thread, as some refer to it. This major idea should be the overarching theme of your communication in order to pique your prospect’s interest. It’s what connects his dominating feeling to the problem he’s having and how your product can help him solve it. 

You keep the prospect interested in what you have to offer by weaving this key notion throughout your advertising. 

But how do you know when you’ve hit on a major idea? David Olgilvy, dubbed the “Father of Advertising,” said it best. “Ask yourself these questions,” he added.

  • Is it true that it made me gasp when I first saw it?
  • Do I wish I’d come up with the idea myself? 
  • Is it special? 
  • Is it perfectly in line with the strategy? 
  • Is it durable enough to last thirty years? 

Also, make sure your big idea is basic enough that your prospect can recall it.

Step 5: Create a list of headlines

In fact, some people find that composing many headlines helps them come up with new ideas or determine the overall direction of their advertising. 

In any case, your title complements your main point. In reality, your headline is where you initially introduce your key concept. 

Also, keep in mind that the primary purpose of any headline is to entice your reader to continue reading. 

As a result, you must pique your prospect’s interest. 

However, you can make a huge, bold vow… create a vivid image in your audience mind’s eye… cite a credible fact… or pose a question that generates immediate agreement or encourages imagination. 

A headline should not necessitate much thought on the side of the reader. This additional mental effort will only help to turn your prospect away from your offer. So, right from the start, make sure your title communicates a strong notion that your reader will catch up on fast and react to passionately.

Step 6: Strengthen your lead.

Allow me to explain. Two basic objectives must be met by your leader. First and foremost, it must fulfil the major promise made in the title. Second, it should introduce the main idea of your marketing. 

This is, in essence, the creative portion of your sales letter. It will need some creativity on your part. So think of anything that will pique your reader’s curiosity. 

Naturally, entire books and courses have been created on how to get amazing leads. In general, leads are classified as either direct or indirect, and they are categorised into six categories based on how well your prospect knows you and/or your product. 

As a result, it’s critical to first discover whether or not your prospect is familiar with you and what you’re selling. 

Direct leads are those that make a big promise, offer, or invitation, or solve a problem. Indirect leads, on the other hand, reveal new systems or secrets, tell a new story, or make a forecast. 

It’s also vital that you engage the dialogue already going on in your prospect’s thoughts about their most pressing problem with your lead. If your message forces them to cognitively shift gears, they’ll think it’s too much work and depart before you can make them an offer.

Step 7: Have your headline and lead reviewed by a professional. 

Many small firms may be unfamiliar with this concept. However, it’s something that the most successful web marketers have been doing for years. Why? 

The basic answer is that peer reviews are effective. 

The basic notion is that after you or your writer has created an initial headline and lead, you or your writer should offer it to an informal panel of peers for feedback. 

This panel can be made up of other members of your marketing team or any group of people who can play the role of your ideal prospect and provide feedback on how the text impacts them. It’s not about the finer points. But what about the overall impression, and how you feel after hearing or reading the content for the first time?

Just remember that any sales letter can be scrutinised for the acronym CUB. To put it another way, does your target audience like the message… Is it perplexing, unbelievable, or boring? If that’s the case, go back and rewrite it. 

Is your headline—and even the lead—complimentary to the 4 U’s of persuasive copywriting (see step 5 above)? If it isn’t, go back and rewrite it to improve it.

Step 8: Use subheads to create an outline.

The rest of your promotion should be fleshed out in the body copy. Create subheads that each convey its own mini-story to outline it. 

They should work together to produce a flow that takes your reader by the hand and builds interest in your presentation and passion for your goods. 

They should each communicate a whole sales message separately. Readers who are simply scanning your communications will be drawn back in if a fascinating subhead re-captures their attention.

Step 9: Fill up the blanks with the appropriate information. 

The majority of the body copy consists of this. So, make a first draught out of your initial outline. You should be able to fill in your “little stories” under your subheads with a lot of information from your study. 

This is when you essentially show your reader that what you’re saying is correct. And you show him that you can do it. 

Step 10: Allow it to rest for a day. 

This “incubation phase” is something that every good copywriter swears by. That period of time between finishing your rough draught and beginning any “hard” editing. 

For the same reason, many seasoned authors (fiction novelists, movie screenplay writers, and others) and other creative professions (photographers, choreographers, designers, artists, and others) adopt this method. 

However, keep in mind that your “incubation” period must be long and relaxing enough to allow your mind to entirely separate from your writing endeavour. 

Spend a day doing something you enjoy…tackling any long-overdue automobile or home maintenance tasks, playing with your kids, laughing with your spouse or a good friend, or something else entirely. 

Your unconscious mind will set to work behind the scenes, preparing you for a smoother and faster editing process, if you take some time off from worrying about the intricacies of a first draft—typically at least overnight.

Step 11: Complete the editing work. 

This step is far more important to the overall success of your sales letter than many writers eventually realise.


Because even the most powerful message will fall flat if your reader believes it is simply too tough to read all the way to the conclusion. 

While some authors prefer to edit on word processing software, others find that printing out their rough draught and editing with a red pen in hand is more effective. 

It has the effect of breaking up the monotony of staring at your computer screen—or simply sitting at your desk—for long periods of time. Also, read your letter aloud to get a better sense of how it sounds.

Step 12: Add the finishing touches.

This is where you go over your final copy checklist to make sure you haven’t forgotten anything. 

Where will you put captioned photographs, sidebars with testimonials or statistics, call-to-action buttons, and other elements.

You’ve probably heard that producing a sales letter is more of an art than a science, that perfection needs creative processes. And, despite a bout of writer’s block every now and then, I mostly agree. 

Great writing, on the other hand, does not happen overnight. You can assist speed up the sales letter process by using science—in the form of templates, borrowing from what has worked in the past, peer reviews, split-testing, and more. As a result, you’ll be able to write more captivating, effective sales copy that produces results. 

So, if you’ve ever struggled to write your own promotions, give our 12-step sales letter technique a shot and see if you can start creating more powerful copy faster and easier than you ever imagined. 

Final Thoughts

Hurry! You have completed all of the above 12 steps to create an amazing sales letter for your product. Very few people take this much effort. So pat on your back, you are much more ahead than your competitors. You can create sales letters in future using this guide and never have to worry about it.

So what are you waiting for? 

Go and showcase your potential customers how you are going to benefit them who lands on your page. 

Want more? No problem!

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