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How to analyse winning sales letter

by seudo
13 replies
Can some one teach me how to analyse winning sales letter ?

such as what each word, phrase, paragraph, structure is doing, why it's in that order ?

what is the thought are used, how it develop its argument and persuasion, etc etc...

Sale letter from Gary Halbert, John Carlton, David Ogilvy, etc etc
#analyse #letter #sales #winning
  • Profile picture of the author gjabiz
    Originally Posted by seudo View Post

    Can some one teach me how to analyse winning sales letter ?

    such as what each word, phrase, paragraph, structure is doing, why it's in that order ?

    what is the thought are used, how it develop its argument and persuasion, etc etc...

    What is a "winning sales letter"?

    BEFORE I could offer any analysis, I'd need to know intent.

    I've seen various metrics used to qualify winner. Sales. Responses. Open rates.

    Even Sales numbers, with millions in sales could show very low, less than 1%, response rates.

    So, show us a couple of winners, OK?

    gjabiz

    PS. Sometimes a winner goes in the red for an extended period of time, but the lifetime value is what turns it into black.
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    • Profile picture of the author seudo
      Originally Posted by gjabiz View Post

      What is a "winning sales letter"?

      BEFORE I could offer any analysis, I'd need to know intent.

      I've seen various metrics used to qualify winner. Sales. Responses. Open rates.

      Even Sales numbers, with millions in sales could show very low, less than 1%, response rates.

      So, show us a couple of winners, OK?

      gjabiz

      PS. Sometimes a winner goes in the red for an extended period of time, but the lifetime value is what turns it into black.

      Sale letter from Gary Halbert, John Carlton, David Ogilvy, Eugene Schwartz etc etc

      Study and analyse the word, phase, structure etc etc...
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      • Profile picture of the author Oziboomer
        Originally Posted by seudo View Post

        Study and analyse the word, phase, structure etc etc...
        That is what most of the top copywriters have done.

        Studied and analysed all of the greats and then added their own unique twists.

        That is what getting educated is about.

        Getting taught to analyse and study is what going to school is all about.

        If you want someone to breakdown their analysis of a winning sales letter verbatim why do you think they would share that here?

        Why do you think they would share that with you?

        Writing in general takes years of practice to become proficient.

        You have a long long way to go.

        Best regards,

        Ozi
        Signature
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        • Profile picture of the author mustafavanancio
          Originally Posted by Oziboomer View Post

          That is what most of the top copywriters have done.

          Studied and analysed all of the greats and then added their own unique twists.

          That is what getting educated is about.

          Getting taught to analyse and study is what going to school is all about.

          If you want someone to breakdown their analysis of a winning sales letter verbatim why do you think they would share that here?

          Why do you think they would share that with you?

          Writing in general takes years of practice to become proficient.

          You have a long long way to go.

          Best regards,

          Ozi
          How helpful was that reply?
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  • Profile picture of the author mustafavanancio
    Originally Posted by seudo View Post

    Can some one teach me how to analyse winning sales letter ?

    such as what each word, phrase, paragraph, structure is doing, why it's in that order ?

    what is the thought are used, how it develop its argument and persuasion, etc etc...

    Sale letter from Gary Halbert, John Carlton, David Ogilvy, etc etc
    The closest you'll get to a "winning" sales letter is sales letter called a "control". This is a sales letter that sold the most amount of product compared to other sales letters that tried to sell the same product. Try to search for analyses of sales letter controls if you can.

    Do a Google search using these words, "sales letter analysis". You'll get many different analyses of sales letters. They might not all be winning sales letters but you'll get an idea of what the different parts of a sales letter are, how they work, what is a good technique to use and what is not.

    You can also learn how to analyse by signing up to Ray L Edwards Copywriting membership. He analyses some of his high converting sales letters as well as does critiques of his student's sales letters.

    Also have a look at Ben Settle's Copyslacker programme. He analyses his top selling sales letters word by word.

    --------------------------------------------------

    There, I just gave away years of hard work.

    Damn!

    Will that affect me in the slightest?

    Maybe, but I think it's important to "pay it back".

    We were all newbies at one point. Some people seem to forget that.

    Imagine how far we would have got if everyone we asked for help when starting out replied in the way some of the members here reply.

    Best,

    Mustafa
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    • Profile picture of the author seudo
      Originally Posted by mustafavanancio View Post

      The closest you'll get to a "winning" sales letter is sales letter called a "control". This is a sales letter that sold the most amount of product compared to other sales letters that tried to sell the same product. Try to search for analyses of sales letter controls if you can.

      Do a Google search using these words, "sales letter analysis". You'll get many different analyses of sales letters. They might not all be winning sales letters but you'll get an idea of what the different parts of a sales letter are how how they work, what is a good technique to use and what is not.

      You can also learn how to analyse by signing up to Ray L Edwards Copywriting membership. He analyses some of his high converting sales letters as well as does critiques of his student's sales letters.

      Also have a look at Ben Settle's Copyslacker programme. He analyses his top selling sales letters word by word.

      --------------------------------------------------

      There, I just gave away years of hard work.

      Damn!

      Will that affect me in the slightest?

      Maybe, but I think it's important to "pay it back".

      We were all newbies at one point. Some people seem to forget that.

      Imagine how far we would have got if everyone we asked for help when starting out replied in the way some of the members here reply.

      Best,

      Mustafa
      This is very helpful to me. I will go check it out
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  • Profile picture of the author Andrew Gould
    Knowing why certain elements are used requires you to understand those elements.

    Meaning it's a skill that will naturally grow as you expand your knowledge of copywriting.

    So I'd advise you start with the "what" - what is each element in the copy.

    This will help you understand the flow and structure of copy, and as your skills increase you can then think about the "why".

    And I'll make you an offer, Seudo:

    If you pick a piece of copy (keep it short and simple). Analyse it for the "what". Then post your analysis in a new thread by the end of the coming Friday, I'll see if you're on the right track.

    I'll check if there's anything I think's not quite right or anything I think you've missed.

    Conditions:
    • Keep it reasonably short and simple, I'm not slogging through a 24-page sales letter.
    • You must have posted by the end of Friday 18th March, forum time.
    • I need to believe you've put effort into it, I'm not helping you if you do the bare minimum.
    Signature

    Andrew Gould

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    • Profile picture of the author seudo
      Originally Posted by Andrew Gould View Post

      Knowing why certain elements are used requires you to understand those elements.

      Meaning it's a skill that will naturally grow as you expand your knowledge of copywriting.

      So I'd advise you start with the "what" - what is each element in the copy.

      This will help you understand the flow and structure of copy, and as your skills increase you can then think about the "why".

      And I'll make you an offer, Seudo:

      If you pick a piece of copy (keep it short and simple). Analyse it for the "what". Then post your analysis in a new thread by the end of the coming Friday, I'll see if you're on the right track.

      I'll check if there's anything I think's not quite right or anything I think you've missed.

      Conditions:
      • Keep it reasonably short and simple, I'm not slogging through a 24-page sales letter.
      • You must have posted by the end of Friday 18th March, forum time.
      • I need to believe you've put effort into it, I'm not helping you if you do the bare minimum.
      Ok. I will try my best to do it.
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    • Profile picture of the author seudo
      Originally Posted by Andrew Gould View Post

      Conditions:
      • Keep it reasonably short and simple, I'm not slogging through a 24-page sales letter.
      • You must have posted by the end of Friday 18th March, forum time.
      • I need to believe you've put effort into it, I'm not helping you if you do the bare minimum.
      Here is my first analysis for The Dollar Letter - Robert Collier.

      I'm not sure the way i did is correct. feel free to comment

      https://docs.google.com/document/d/1...it?usp=sharing
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  • Profile picture of the author Andrew Gould
    While Collier's book is a classic and the principles in it timeless, the implementation of those principles has come a long, long way since it was written. Meaning that the examples in it are interesting from a historic point of view, but are too dated to be worth trying to learn from.

    Instead, have a look at Matt Furey's work. It's modern and effective, and not too long or too complex.

    Next, you need to get clear on why you want to analyse copy. This will help you with both motivation and a goal. Because here's everything you wrote for this letter:

    - Opening
    - Attention
    - Urgent
    - Problem
    - Proof
    - Desire
    - Close
    - Action

    And that pretty much is the bare minimum. If you refer back to it in a year or two, it's going to be near enough meaningless.

    If you can't go any deeper with your analysis at the moment, then fair enough, put the idea on the back-burner for now and hit the books until you can.

    But if you can, then you need to think about what you want to get out of this. I analyse copy so I can borrow the big picture stuff - structures and concepts - and I make sure to write it so I can refer back to my notes at any time for inspiration.

    For example, let's look at just the first section:

    Dear Mr. Jones:

    Here's a dollar: Yes, it's a REAL dollar - nice and clean and new.
    Keep it if you want to, after you've read this letter - but I don't believe you will, then.
    Here's what it's all about:
    Your comments:

    - Opening
    - Attention
    - Urgent

    They're too vague to be useful (and urgency should be curiosity).

    Here's my quick take on the same section:
    • Grabs attention with an attached dollar.
    • Opens with a personalised salutation (last name only).
    • The lead confirms the dollar is real.
    • Then uses curiosity to get the letter read, by implying the prospect won't want to keep the dollar even though he can.
    • Simple transition to the body copy, "Here's what it's all about:"

    I'm still only noting the "what", but by going into just a little more detail I've created a useful set of instructions that well after I've forgotten the original letter, I could use to write my own version.

    Now if you're looking at what I've written and thinking you can't do that, that's fine. Immerse yourself in the likes of Sugarman, Caples, and Schwab and you'll soon be there.

    But if you can - maybe you're even looking down on me for "missing" the presupposition - then you need to think about why you're doing this and if what you've written achieves that goal.

    Good luck with your copywriting journey.
    Signature

    Andrew Gould

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    • Profile picture of the author seudo
      Originally Posted by Andrew Gould View Post

      While Collier's book is a classic and the principles in it timeless, the implementation of those principles has come a long, long way since it was written. Meaning that the examples in it are interesting from a historic point of view, but are too dated to be worth trying to learn from.

      Instead, have a look at Matt Furey's work. It's modern and effective, and not too long or too complex.

      Next, you need to get clear on why you want to analyse copy. This will help you with both motivation and a goal. Because here's everything you wrote for this letter:

      - Opening
      - Attention
      - Urgent
      - Problem
      - Proof
      - Desire
      - Close
      - Action

      And that pretty much is the bare minimum. If you refer back to it in a year or two, it's going to be near enough meaningless.

      If you can't go any deeper with your analysis at the moment, then fair enough, put the idea on the back-burner for now and hit the books until you can.

      But if you can, then you need to think about what you want to get out of this. I analyse copy so I can borrow the big picture stuff - structures and concepts - and I make sure to write it so I can refer back to my notes at any time for inspiration.

      For example, let's look at just the first section:



      Your comments:

      - Opening
      - Attention
      - Urgent

      They're too vague to be useful (and urgency should be curiosity).

      Here's my quick take on the same section:
      • Grabs attention with an attached dollar.
      • Opens with a personalised salutation (last name only).
      • The lead confirms the dollar is real.
      • Then uses curiosity to get the letter read, by implying the prospect won't want to keep the dollar even though he can.
      • Simple transition to the body copy, "Here's what it's all about:"

      I'm still only noting the "what", but by going into just a little more detail I've created a useful set of instructions that well after I've forgotten the original letter, I could use to write my own version.

      Now if you're looking at what I've written and thinking you can't do that, that's fine. Immerse yourself in the likes of Sugarman, Caples, and Schwab and you'll soon be there.

      But if you can - maybe you're even looking down on me for "missing" the presupposition - then you need to think about why you're doing this and if what you've written achieves that goal.

      Good luck with your copywriting journey.

      You're right, i really can't do that. I should spend more time study from the greats.

      Thanks for the awesome tips.
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    • Profile picture of the author havplenty
      Originally Posted by Andrew Gould View Post

      While Collier's book is a classic and the principles in it timeless, the implementation of those principles has come a long, long way since it was written. Meaning that the examples in it are interesting from a historic point of view, but are too dated to be worth trying to learn from.

      Instead, have a look at Matt Furey's work. It's modern and effective, and not too long or too complex.

      Next, you need to get clear on why you want to analyse copy. This will help you with both motivation and a goal. Because here's everything you wrote for this letter:

      - Opening
      - Attention
      - Urgent
      - Problem
      - Proof
      - Desire
      - Close
      - Action

      And that pretty much is the bare minimum. If you refer back to it in a year or two, it's going to be near enough meaningless.

      If you can't go any deeper with your analysis at the moment, then fair enough, put the idea on the back-burner for now and hit the books until you can.

      But if you can, then you need to think about what you want to get out of this. I analyse copy so I can borrow the big picture stuff - structures and concepts - and I make sure to write it so I can refer back to my notes at any time for inspiration.

      For example, let's look at just the first section:



      Your comments:

      - Opening
      - Attention
      - Urgent

      They're too vague to be useful (and urgency should be curiosity).

      Here's my quick take on the same section:
      • Grabs attention with an attached dollar.
      • Opens with a personalised salutation (last name only).
      • The lead confirms the dollar is real.
      • Then uses curiosity to get the letter read, by implying the prospect won't want to keep the dollar even though he can.
      • Simple transition to the body copy, "Here's what it's all about:"

      I'm still only noting the "what", but by going into just a little more detail I've created a useful set of instructions that well after I've forgotten the original letter, I could use to write my own version.

      Now if you're looking at what I've written and thinking you can't do that, that's fine. Immerse yourself in the likes of Sugarman, Caples, and Schwab and you'll soon be there.

      But if you can - maybe you're even looking down on me for "missing" the presupposition - then you need to think about why you're doing this and if what you've written achieves that goal.

      Good luck with your copywriting journey.
      All valid points Andrew, except I would venture to add that the steps in a sales process have hardly changed since Collier. I follow Furey's stuff and he's good but my real benchmark for a process that really works is Bill Bonner. His Agora empire is doing north of $200 million a year. When I analyse the stuff they send out, I find it is faithful to the classic formula for copywriting.

      And interestingly enough, there are several great books on the subject written round about Collier's time (archive.org has them).

      We also mustn't forget that contemporary copywriters all trace their development to the advice given by Claude Hopkins. Ogilvy, Bird, Bernbach, Bencivenga; they all pay homage to his "method" and that method has A.I.D.A written in its DNA.

      The way I see it human nature hasn't changed much. What's changed are attitudes to certain ways of getting attention. You can't for example make outlandish promises like you could at one time. Flint McLaughlin of MarketingSherpa talks about this a lot. According to him, when they try to run some of the old ads from the past they get rejected. Its not so much the form of the ads so much as the content/substance. In this regard you might struggle to get some of Eugene Schwartz 's stuff approved today too.

      To the OP I would say that when analysing the work of the people in the pantheon of copywriting, stick to the foundation builders. If you study Gary Albert for instance you are really studying Claude Hopkins. The same is true if you study Gary Bencivenga.

      In all things copy always try to have some relevance attached to whatever you use to get attention. This is key because after you win attention the next crucial step is converting that attention to interest... Then desire and so on.

      And my philosophical advice to you (OP) would be to make your advertising as valuable as possible. That's the advice Gary Bencivenga gave at his 100 seminar. He's considered by most (including $200 million empire builder Brian Kurtz) to be the greatest living copywriter. Bencivenga got that wisdom from none other than Claude Hopkins.

      I recommend Scientific Advertising and My Life in Advertising - both titles written by Claude Hopkins.

      And of course you can't go far wrong by taking onboard some of the sage advice just given by Andrew 😊
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