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No matter what product you are trying to sell you can’t “talk” to your potential buyer. The sales letter that you send to anyone trying to sell something online is the way you communicate with your prospect.

The best sales letters communicate with prospects by creating an image. The sales letters set the scene by appealing to a need or desire. They then flow seamlessly into the “visionary” part of the pitch, describing how the prospect’s life will be after purchasing your product. This is the “body” or “guts” of a sales message.

What makes a WINNING Sales Letter?

A winning sales letter is based on a tried and true formula. 1) Get his attention 2) Get his interest in your product 3) Make his mouth water with excitement about the benefits of your product 4) Tell him to take action – to tell him to click the button or send the product immediately – procrastination could cause him to lose the opportunity. This is the “AIDA” method (Attention. Interest. Desire. Action). When writing a winning sales letter, you need to make sure that your product fits into one of the following categories:

-Something that everyone does and needs help with – like losing weight, making money or improving their relationships

-Something new and innovative that nobody has ever seen before

-Something that solves a problem or makes life easier for your reader

-Something that he can use to make himself look good, feel important, and be respected by his peers You also need to make sure that the product you are promoting is something that everyone can afford. The last thing you want is for your customers to think “I wish I could afford this!”

Longer sales pages offer more information.

If you were mailing, it would take longer. The Internet is much more cost-effective than mailing, as you don’t need to pay for postage or letterhead stationery. The following guidelines would be applicable if you wish to do a mailing campaign. Two pages of sales letters are the best for bringing in sales. They should have 1 1/2 spaces between each line. They should be at least four pages for big-ticket items. – On a 11×17 sheet of folded paper. It’s okay to run your sales letter on one 8 1/2 x 11 sheet of paper if it is less than two pages long. Your sales letter should be printed on letterhead paper. If you have one, make sure to include your logo and motto.


No matter how long your sales letter is, it should accomplish one thing: sell. Your sales letter must close the sale if you want to. Your sales letter should not be vague or ambiguous. Your sales letter should do the selling and close the sale. Any brochure or circular that you include in your mail will only reinforce the information in the sales letter.


Do people read longer sales letters?

In the last few years, there has been much discussion about how long a sales letters should be. Many people wonder if people will take the time to read long sales letters. It is simple and well-proven that the answer is yes! Studies and tests have shown that longer sales letters pull better than shorter ones. Don’t fret about how long your letter is – make sure it sells your product!

Your sales letter should be so compelling and visionary with all of the benefits it offers to the reader that the reader will not hesitate to read it. This is the “inside” secret. Breaking up the “work” of reading is done by using punchy sentences, underlining key points, using subheadlines, indentations, and even the use a second colour, and leaving plenty of white space around them. The sales letter should be displayed in the middle of your website so that the reader doesn’t have the need to adjust the screen to read the entire sentence. This can be distracting, and clients will likely go to another website rather than spending their time reading long letters.

You can include brochures or circulars in your mail with your sales letter. As long as they are high quality, it will usually help to increase your sales. If they’re of poor quality or don’t complement your sales letter then you should not be using them. It will also make you an independent home worker if your name and address are hand-stamped on the brochures or circulars.

If you can, make sure you have quality brochures that you send out. Before you send them out, your printer will run them through his presses and print your name/address, as well as your phone number and logo. You want your prospect to see you as his supplier, not just as an entrepreneur. You can save money, but it will result in fewer orders and lower profits.

A second question that has been debated for many years is whether you should use your street address or a post box number. Post Office Boxes placed in business addresses are not my preference. It transmits an air of instability and temporary location. A mail box that is street-oriented can be purchased from a vendor if your business is based out of your home. Your address will look like this: 1234 Willow Lane #567, Your Town. The box number may appear to the reader as a Suite number. If you live in an area with a lot of remote areas, such as 7890 Main St. RFD 42, Box 123, Your Town, you will need to include your postal box number and your street address in your sales letter. If you are doing this strictly for your website, include your street address, telephone number, and email address at bottom of the page. It is likely that the customer will contact your website via email. However, it shows dependability if you are willing to provide your address. This open display of honesty will help you gain credibility and dispel any notion that you are just another “fly-by-night” mail-order company.

If you are mailing, it is essential that you include a coupon or ordering page. You should make the coupon as simple as possible for your prospect to complete and return. Your website’s order page should be completed. You may only need to choose to ship. You don’t have the option to choose if your product is an ebook or software that can be downloaded immediately. This order coupon is too difficult for potential buyers to understand and can lead to lost sales. Don’t get fancy! Your prospects will respond with joy if you keep it simple.

Is it a good idea to include a self-addressed response envelope in your mail? This question has many variables and pros and cons. A return reply envelope is a great way to increase the response rate when you send a winning sales letter to a mailing list.

Recent tests have shown that there isn’t much difference in the responses if you pre-stamp your return envelope. The decision will depend on what product you are selling and which mailing list you use. We recommend that you try both the product and the mailing list before making a decision.



Q: How do I find a good mailing list? A: You should start with the list of people in your area who have already bought from you. If you don’t have one, then get a list from a local business association or chamber of commerce and send your sales letter to them. Q: How do I know if it’s working?

A: Send out two mailings of different types, such as postcards and letters. Then compare the results using an independent source like Response Rate Experts or another reputable testing company.

Q: Should my sales letter be short or long?

A: It depends on your product and audience. For example, if you’re selling a $1,000 product to dentists who are busy and don’t have time to read anything longer than one page, then keep your sales letter brief. But if you’re selling a consumer product that doesn’t cost much and people are looking for entertainment while they wait in line at the grocery store, then write them a long letter with lots of interesting facts about your product and its benefits.

Q: How do sales letters convert? A: There are many ways to convert a prospect into a customer.

A sales letter can be effective if it offers the right solution to a pain point or need that your target audience has, and if it’s well-written, visually appealing, and persuades readers to take action.

Q: How do you write a sales letter?

A: There are many ways to write a sales letter, but the best way is to start with a simple outline. Here’s how it works: 1. Identify your target market

2. Write down their biggest pain point or need

3. Offer a solution

4. Create an irresistible offer

5. Write your first draft 6. Hone and edit

7. Send it out!

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