Boost Your Sales with Powerful Sales Letters

Writing an effective sales letter isn’t as glamorous as it sounds. It’s not about sitting down with a blank sheet of paper and magically conjuring up words. No, crafting a truly successful sales letter is more like building a piece of equipment—methodical, structured, and deliberate. In his book The Ultimate Sales Letter, Dan Kennedy outlines 29 steps to create sales letters that attract customers and boost sales.

But don’t worry—we’ve distilled those 29 steps into 6 powerful phases that will make your Quick & Dirty Sales Letters creation process far more effective. Ready to dive in?

Get the Knowledge

The first phase is all about gathering critical information. It’s no different than the famous “knowledge” every London taxi driver must gain. They don’t become experts until they’ve memorized the backstreets of London. Similarly, you won’t create a successful sales letter until you deeply understand your target customer, product, and offer.

To understand your target customer, ask these critical questions:

• What keeps them up at night?

• What are their daily frustrations?

• What trends are affecting their business or life?

• What do they secretly desire most?

• Who else is offering something similar, and how?

Now, it’s time to get “into” your offer. Understand every facet of your product or service. Use it, break it down, and really see it from your target customer’s perspective. Write down every feature and benefit, and prioritize them based on the value to your target customer. Acknowledge and address flaws in your offer, a technique known as a damaging admission. Sounds counterintuitive, but doing so will build your credibility and make your letter to customers more trustworthy.

Envision the Moment

Before you even begin writing, visioning is key. Picture your physical sales letter in action: How will it get into the hands of the recipient? How can you make sure it’s opened? And how do you hook the reader in immediately?

Just like a great athlete visualizing a win, you need to visualize the path your physical sales letter will take:

• Get it delivered: Ensure your letter to customers doesn’t scream "junk mail." Make it look valuable right from the envelope.

• Get it opened: Create a compelling headline on the outside of the envelope.

• Get it read: Use the AIDA formula—Attention, Interest, Desire, Action—to hook the reader from the start. No one is sitting around waiting for your Quick & Dirty Sales Letters, so make it count.

If you’re targeting business owners, remember that image is everything. Use high-quality paper, and give the impression that your offer is exclusive and valuable.

Black Pen, Red Pen

This phase is where the magic starts to happen—writing. Once you've done the prep work, it's time to get the words flowing. Don’t overthink it. Just write. Don’t stop to edit or re-read; let your persuasive writing flow.

After you’ve written your first draft, it’s time to refine. Most likely, you’ll find that your first draft is too long. Cut the fluff. Make your points clear and concise, while focusing on who’s buying, not just who might skim the letter.

Next, rewrite for style. The conversational tone must be engaging, easy to read, and feel like a direct conversation with the reader. Think of it as you talking to the target customer—straightforward, honest, and approachable.

But don’t forget about objections. Address them head-on. Every Quick & Dirty Sales Letters piece must answer the questions the recipient is too polite to ask. Counter every possible objection with proof, credibility, and a strong guarantee.

Check the Checklists

Now, go back to your checklist. This is where you ensure that all the essentials are covered. Here are some key things to ask yourself:

• Are you addressing what matters most to your reader, not you?

• Did you acknowledge the flaws in your product/service using a damaging admission?

• Did you create urgency or exclusivity in your offer?

• Did you include a strong guarantee?

Make sure the Quick & Dirty Sales Letters speak directly to the audience’s pain points and desires and that they’re as compelling as possible.

Rewrite for Passion, Edit for Clarity

The job isn’t done yet. Now, it’s time to inject passion into your online sales letters. Emotion drives sales, not logic. The Quick & Dirty Sales Letters must come across as enthusiastic and genuinely excited about the offer. Eliminate anything that feels flat or neutral.

The next step is to edit for clarity. Read your online sales letters out loud. If they don’t flow easily, or if an impulsive reader would struggle to understand them, then it’s time to refine further. You want them to sound natural—just like you’re talking to a friend.

Test Before Transmit

Before you send out your Quick & Dirty Sales Letters to the masses, test them. Start by mailing one to yourself and see how it feels. Does it stand out in the pile? If not, make adjustments.

Then, test with a small, friendly group—people who fit your target customer but can provide honest feedback. What works? What doesn’t? Adjust accordingly before the big launch.

So, there you have it—the 6 essentials to writing powerful sales letters that will attract new customers and boost your sales. Sure, it may feel like a lot of work, but the effort is worth it. When done right, your Quick & Dirty Sales Letters will have a compounding effect on your business, driving long-term growth.

Ready to take the next step? Join the Swarm by becoming part of the Limitless Leaders Club or hiring a Marketing Sidekick today. Let’s get your marketing firing on all cylinders and create headlines for sales letters that convert!