Sales Letter Sequence/Blueprint

9 replies
Has anyone seen a really good resource on writing a long-form sales letter?

After a year of floundering, I have realized all my sales were from this method. I can get the headline, social proof...blah blah but don't know how to make it flow REALLY well.

I am learning a lot from John Carltons stuff but he doesnt really get into some kind of formula.

Is this the basics?

Headline
Story
Content
Benefits
Proof
Offer
Guarantee
Call To Action
Address any final concerns why they skipped order.


I need some REALLY good examples to understand it a bit better.


I have read A LOT on the subject but cant seem to get it. I can write, but when I test, the ones I think will do good do not and the ones I thought were mediocre convert well. I have no idea why though.


Any help appreciated as this is my current IM goal (long form sales letter writing).
#letter #sales #sequence or blueprint
  • Profile picture of the author RentItNow
    Originally Posted by Ken_Caudill View Post

    Here you go:

    12-Step Foolproof Sales Letter Template

    It's as good a way to start as any.

    For flow, try foreshadowing, I'm going to tell you all about whatever, but first....

    Work on smooth transitional phrases like:

    And that's why...

    So it just makes sense that...

    Experiment with scientific proof as well as social proof.

    Hope this helps.
    Thanks, Ken. This seems to be what I was looking for. I will check out your sig links later as well.

    I know of this link but I think I have grown beyond this: MYWS!.pdf (application/pdf Object)
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    I have no agenda but to help those in the same situation. This I feel will pay the bills.
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  • Profile picture of the author Raydal
    There are many different formulas but you must also know
    which one to use for the product you are promoting.

    This is the first subject I deal with in my coaching program
    and one that turns on the lights for a lot of struggling copywriters.

    But the 12 step is a good start. Clayton Makepeace also
    has a great template as well. I think he gives it as a
    bonus with his other products.

    Is your product new? What is the market? What is the
    price range? All these questions and more need to be
    answered before you start structuring your sales letter.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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    • Profile picture of the author Rezbi
      Originally Posted by Raydal View Post

      There are many different formulas but you must also know
      which one to use for the product you are promoting.

      This is the first subject I deal with in my coaching program
      and one that turns on the lights for a lot of struggling copywriters.

      But the 12 step is a good start. Clayton Makepeace also
      has a great template as well. I think he gives it as a
      bonus with his other products.

      Is your product new? What is the market? What is the
      price range? All these questions and more need to be
      answered before you start structuring your sales letter.

      -Ray Edwards
      What Ray isn't telling you is that he's got a fantastic example of what you're after.

      I've seen his course and, especially for the price, he gives some amazing instruction.

      Check out his sig. link.
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  • Profile picture of the author John_S
    I am a bit surprised at how this thread got off track from the topic:

    but don't know how to make it flow REALLY well.
    And then the answer is, another step-by-step list designed to cause the very same problem of chopping up the flow of a letter.

    Let's take step one: Attention.

    One ad has the headline "A Submarine That Flies," so okay step one completed. Next sentence "Well we don't really have a flying sub, blah blah.

    Excellent understanding of the step. Complete lack of understanding of how to transition between steps, or unify the steps into a working whole.

    Let's say I want attention as step one. Okay, I'll have a guy doing a backflip.

    Now what? In a lot of cases I've just tanked the rest of the letter by misusing attention and misunderstanding how to get attention.

    If people feel cheated for paying attention, they'll cease payment.

    Same with all the other steps. And, the real tragedy, is that this brings a later step into the picture before the formula says: Credibility ....at the beginning. With the headline.

    With my example of the backflip, your headline and first paragraph have to be about the clothing you sell, and how you tailor clothing keeps expensive electronics, keys, and wallet from flying every which way and getting lost or damaged.

    Formulas cause confusion because they compartmentalize elements into the sequence, when some steps are global -- they should appear within every step.

    Step one is get attention. Steps two through twelve are about not losing attention.
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    • Profile picture of the author Rezbi
      Originally Posted by John_S View Post

      I am a bit surprised at how this thread got off track from the topic:
      Good point.

      That's never happened before.
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    • Profile picture of the author Raydal
      Originally Posted by John_S View Post

      I am a bit surprised at how this thread got off track from the topic:

      And then the answer is, another step-by-step list designed to cause the very same problem of chopping up the flow of a letter.
      I dealt with that issue in this recent post:

      http://www.warriorforum.com/copywrit...rying-say.html

      -Ray Edwards
      Signature
      The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author Daniel Scott
    Hey John,

    Here's an idea...

    Forget the formula.

    Instead... brainstorm every point you want to make in your letter... everything your market needs to know to buy.

    The story... your credentials... results... testimonials... whatever.

    Then do a rough outline on paper with sections (kind of like you did at the top, but a little more detailed).

    Then you can make sure it flows logically before you start to write the thing.

    Works for me, anyway.

    -Dan
    Signature

    Always looking for badass direct-response copywriters. PM me if we don't know each other and you're looking for work.

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  • Profile picture of the author RentItNow
    Thank you everyone for your very detailed replies and help.

    I just want to recap...

    I guess I should have broken the sales letter skills into three: the format (headline, this that, that), the transitions and lastly the over-all story.

    My biggest lacking skill is currently the format. I think someone needs to know how to paint a landscape (paint by numbers or a training DVD that lays out some system) before they can go off and make masterpieces without that system. I just need a general guideline and that 12 step sales letter is pretty good.

    The story part of things, I am learning as time goes on. My wife tells me to write like I tell people stories (with excitement or whatever). She sees how I pump people up on ideas and said to just get that across. My editors/publishers hired me for this reason. Again, I think a specific format would help me sort of tame the wild stallion.

    I've been a professional writer for almost 20 years now making some good money on non-fiction technical books and I really see the sales letter skill as the way I will be able to achieve my life's goals.

    Btw, I am writing about MANY subjects from renting your home to diabetes, to biking to man's health now. I just want to build the sales letter skill as I came to a recent conclusion, videos and email campaigns are great for highend gurus BUT THEY DONT SELL $27 EBOOKS EN MASSE!

    These posts and the help has been fantastic!
    Signature
    I have no agenda but to help those in the same situation. This I feel will pay the bills.
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