21 Step Salesletter Formula
A few years ago I read an article by David Frey called the 12 step foolproof sales letter formula. This formula has literally made me millions of dollars over the last few years.
Many thanks go to David, a brilliant marketer from San Antonio Texas.
Over the past few years I’ve added a few points today this formula, and I like to share this with you now.
I kind of feel like I’m painting a mustache on the Mona Lisa by doing this, everybody asked how you write sales letters, and video sales letter so well. This is the exact formula to follow.
I’m working on a new book on the subject and would love all your feedback questions and comments. I’ll be answering all these personally to please fire away.
Here goes.
21 part sales letter formula
1. Call out to your audience
2. Get their attention
3. Backup the big promise headline with an quick explanation (SUB)
4. Identify the problem
5. Provide the solution
6. Show pain of and cost of development
7. Explain ease-of-use
8. Show speed to results
9. Future cast
10. Show your credentials
11. Detail the benefits
12. Get social proof
13. Make your offer
14. Add bonuses
15. Build up your value
16. Reveal your price (pop by button)
17. Inject scarcity (if any)
18. Give guarantee
19. Call to action
20. Give a warning
21. Close with a reminder
I also added my part copy test that I asked myself when I finished any new sales piece. You really should do this the day after you finish your sales letter or video sales letter, after you have had a chance to read or reread it out loud.
By the way that one tip is really important. You should always read every completed sales piece you ever write including e-mails out loud preferably to another human being. It will probably improve your copy at least 100%
Eight-part copy test
1. Did you grab your readers by the throat your readers with your headline?
2. Did you clearly explain that you understand the problem?
3. Did you show them so much proof that they can’t possibly doubt what
you had to say?
4. Did you show features and benefits to your offer that included the word
so in each line?
5. Did you ensure your prospects that your product will be very very easy
to use?
6. Did you ensure to your prospects that your product would work very
quickly to solve the problem?
7. Did you clearly explain the pain of the experience by not accepting your
offer?
8. Did you demonstrate incredible value in your offer so much so that your
prospect would feel stupid by not buying your product?
13 Responses to “21 Step Salesletter Formula”
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killer list – great to see you around
Thanks for the AMAZING additions!
My question is one that I am sure many have…features vs benefits. I spend more time trying to get the benefits down than I care to admit. I noticed the “so” verbiage you mentioned but, do you have any other secret recipes for creating good compelling benefits?
Also, how is the book coming and when do you expect it to be released?
Great list Perry! Glad to hear from you again. Let me know when your book is ready. Will you put together a small video, going over each of these steps?
Damien
Hey Perry – great stuff here…
i think it would be easy for writers to overlook how comprehensive this list is, but it covers about just about every angle of writing good copy – in a one page post…
in other words – newbs could fill in the blanks here and produce a decent letter
Thanks for sharing!!
I’ve used that Frey formula (and the minor changes you made to it in the video sales letter course) more than a few times to get outstanding conversion rates…
One of the things I didn’t see in this one is multiple calls to action… are you still using them??
That was stroke of genius IMHO and added a lot of value to the Frey formula…
Ok – so you asked for feedback – here’s a series of random thoughts in no particular order
:
This is a pretty comprehensive list – the only thing you might consider mentioning in your book is not to wait too long to present some kind of proof element so that you don’t build up all this disbelief while establishing value… maybe at step 3 along with your explanation of how you’ll fulfill the big promise…
and on the proof topic – overwhelm them with proof… proof sells… and more is better in this case…
you’ll want to tell them about the work that you do before you write a lick of copy… can;t address the problem until you know what it is, etc. Less of an issue if you write for your own stuff, but if you do client work, you can;t skip the research (and hell, we could all stand to understand our market better)…
and readers shouldn;t think that the fast & easy aren;t important selling points – they matter to buyers…
and one of John C.’s questions is the “So what?” test…
Anyways, I’m gonna test this out in the near future and I’ll let you know how it works for me…
basically, if you just expand on everything you listed here, you’ll have a very solid resource on how to write good sales copy…
best of luck with the book – if you want to follow your book up with an info product and you need a publisher hit me up
(lmao – i crack me up)
take care bro!!!
–Michael
Great information from the best internet marketer. We need you back
- Leo
Great post Perry but I would expect nothing less. You have a way of explaining things like no one else. I miss seeing your videos and enjoy learning from you. Have a great day
What a fantastic resource. I created and use a similar checklist for my own sales pages – but I didn’t have a written out ‘copy test’.
Thank you for the share Perry
awesome stuff
Amazing formula. Ive used this formula to make an amazing sales page! Take what has been given here and make it your own!
VERY useful guide; thanks a lot.
Thanks for the information. I am new to copywriting and this is very helpful. Can you point me to an example or two of sales letters that you have written that follow this formula?
Hey Perry That’s great.
I particularly like the 8 point check.
Did you ever considered a career in Internet Marketing
(joke)
Stay well!
Peter