1.
How to Write a
World-Class Sales Letter
A Simple 12-Step System That Works

2.
OUR DESTINATION
Sales letters are easy
Sales letters simplify marketing

3.
OUR JOURNEY
● What is a sales letter (today)?
● Where can we reuse a sales letter?
● How do we write a sales letter?

4.
METHODOLOGY IS BASED ON...
David Frey's
Foolproof Sales Letter Formula
http://10x.to/sales-letter

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.
WHAT IS
A SALES LETTER?
In a Digital World

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.
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.
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.
WHERE CAN WE REUSE
A SALES LETTER?
Getting Maximum Value

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.
HOW DO WE CREATE
A SALES LETTER?
The Easy Way

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.
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.
EXAMPLE ENVELOPE

16.
EXAMPLE LETTER

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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
ADDITIONAL RESOURCES
Keep It Simple

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.
GOAL CHECK
Are sales letters are easy?
Do sales letters simplify marketing?

33.
Feedback?
Questions?
chris@chrismohritz.com