How to write sizzling sales letters

We’ve all seen those “latest and greatest” online sales methods: pop-ups, pop unders, flashing banners, pay-per-clicks, etc.

These methods can be effective, but what about the fundamentals? The truth is, the old, reliable sales strategies are often more successful at pulling sales than the new techniques people come up with.

Take the good old sales letter for example. It’s probably the oldest trick in the book, but it works. Used correctly, a sales letter can be your key to making sale after sale, for years down the road.

Most very effective sales letters will have a few things in common. When writing your letter, here are the top things to consider:

  1. You need a great headline – The headline of a sales letter tells you, in a nutshell, what the rest of the page is about. People will decide from the headline whether they might be interested in your product or not, so it should give your readers a reason to keep reading. Choose your words wisely, and consider your target audience. Ask yourself what would catch their attention and make them want to know more.
  2. DON’T save the best for last – It seems like our attention spans are getting shorter all the time. If you take too long to tout the benefits of what you’re selling, you’ll lose your audience before you even make an impression. Give people your most powerful selling points right up front, or your reader may not make it past the first sentence or two.
  3. Relate to your prospects – Talk to them about them! Consumers won’t care a whiff about your product unless they can easily tell how it relates to them, what they’ll get out of it, and how it can make their lives easier or better. So point out the benefits, how their lives will be different with your product, and make it all about them…not you. Use a lot of “you” and “your” in your sales letter, and speak to them in a way they can relate to. Point out their everyday problem that your product will solve. Let them know you understand, then offer your solution and call them to action.
  4. Back it up with facts – You can talk (or write) until you’re blue in the face, but if your statements aren’t believable or can’t be backed up with some kind of proof, you won’t get very far. Try using endorsements, examples, and testimonials from past customers. People love statistics, so try finding some that relate directly to your offer.
  5. Don’t shout at your customers – Motivational copy is one thing, but ridiculous hype is another. Don’t throw out a bunch of unbelievable promises, or use an exclamation point every other sentence. You’re trying to get your prospects excited, but if you overdo it, you’ll undermine your credibility.
  6. Keep it simple – Not everyone is a literary genius. In fact, most of your customers probably don’t enjoy reading that much. This is why your sales letter should be easy to read, entertaining, informative, or otherwise engaging. Don’t talk down to your prospects, but use simple words and short sentences. If your writing is too complicated, no one will want to read it.
  7. Polish it up – Make sure your copy reads smoothly and is free of grammatical and spelling errors. Above all, make sure there’s enough copy there to fully explain your product and how it can help your audience. Copy that is full of errors or too sparse will drive people away faster than just about anything else.

About the author
Kevin Nunley writes sizzling sales letters and web copy that gets results! Having trouble coming up with powerful copy? Let Kevin and his staff of professional writers work magic for you. See Kevin’s fantastic deals at Reach Kevin at or 603-249-9519.