Anatomy of a Sales Letter - How to Write One

Several people ask who writes our direct mail pieces. Guilty. They remark that from the envelope, to the sales letter, to the flyers, to the inserts, they are kept curious long enough to keep reading, instead of deep-sixing them.

They want to know, “How did you learn to write them? What books have helped?”

Here’s what I’ve learned so far in case you want to write your own. (The most important secret is in the constant re-writing and editing of the letter until it “feels” right.)

First, the books I’d recommend

I’ve mentioned them several times before, but for those who don’t keep a list:

1. The Wizard of Ads, Secret Formulas of the Wizard of Ads, and Magical Worlds of Ads by Roy H. Williams.
2. Write Smart and Get Decisions, by Padraic Spence.
3. Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words, by Joe Vitale.
4. Influence: the Psychology of Persuasion, and Yes! 50 Scientifically Proven Ways to Be Persuasive, by Robert Cialdini.

I keep all these books in arm’s reach of my computer, and the pages are full of notes in the margins, highlighted heavily, and dog-eared pages are in abundance.

Next, the letter

Here’s the letter none of our Snippets readers will receive, but it is our direct mail piece being mailed soon. I’ll give you the letter then dissect it. (The envelope, flyer, and two inserts won’t be included here. If you’d like the actual mail piece with all the attachments, email me at support@footinthedoor.com with your mailing address and I’ll send it.)

The anatomy

There are twelve of Vitale’s “hypnotic” words and phrases; twelve of Cialdini’s “persuasive” words and phrases, and twenty-one of Williams’ and Spence’s benefit statements. The concept is that each headline, statement, and sentence is to get the reader to read the next sentence and then the next; and to leave out what they’re not reading.

The envelope is designed to create enough curiosity so they will open it. The letter creates the curiosity to look at the two inserts. And the inserts create the curiosity to look at the flyer. Also not seen in this letter is the stationery used. Embedded as part of the stationery (at the bottom), is a brief quote from the Los Angeles Times on my seminars. You can use a short testimonial from a client.

Even though the words “hypnotic” and “persuasive” are the terms Vitale and Cialdini use, they don’t mean to trick or deceive the reader. Only to get the reader to stay with the material long enough to get the necessary information, draw their own conclusions, and then have the free will to act or not.

Looking at the body

According to Spence, the ideal sales letter is one page and has three paragraphs and a P.S. You must be blunt and direct and give the reader enough information to make a decision now. Don’t leave the reader guessing why you’re writing. If the readers are left with the task of connecting the dots, they won’t. They’ll stop reading.

The first two things the reader looks at are the headline and the P.S. Both the headline and P.S. should relate to each other. The headline should draw the reader to the P.S. and the P.S. should direct them back to the first sentence. According to Vitale, the headline (including the subtitle) can be as long as you want, but be efficient with the words.

To contribute to the curiosity, notice the paradox of the first four words in the P.S.: “DON’T BUY MY CDs/MP3s....” The readers know immediately the purpose of the letter is to sell my CDs/MP3s; yet I’m telling them not to. And I emphasize it with bold text and all caps. They’re scratching their heads wondering why I would contradict myself. They have to read the letter to learn why.

Also, as psychologists have discovered, the eyes see the word “Don’t” but the mind interprets it as “Do”. When the reader sees “Don’t buy”, the mind says “Do buy”. (That’s why you never tell your teenagers “Don’t text and drive.” What the mind hears is “Text and drive.” Instead, say “Keep your phone off and eyes on the road.” The classic example to get someone to do when you say don’t: “Don’t think of a green elephant wearing a tutu and a tiara.”)

Using the word “Get” in the headline forces the writer to state a benefit for the reader. “Get” is also a hypnotic word, according to Vitale. Other hypnotic words and phrases used in this brief letter include: “Imagine” (used twice); “how much better”; “how to”; “get” (two more times); “limited time”; “hurry”; “amazing”; “offer”; and “P.S.”

Some of the persuasive words and phrases: “only”; “3800/6 technique”; “150,000”; “ends”; “Jerry Hocutt”; “Speaker, Sales Trainer, and Author”; “P.S.”; “Don’t buy”; and “because” (three times). Also persuasive is the short, three paragraph letter.

Finally, some of the benefit statements: “16 New Customers Each Day”; “only one call every 30 minutes”; “3800 new people”; “better your sales”; “your income”; “skills”; “confidence”; “experience”; “yours alone”; “Start and build new relationships”; “find new business”; “improve your people skills”; “Learn”; “hundreds more”; “get your foot in the door”; “smarter”; “make more and better calls”; “get you in front of more customers”; and “create your own sales opportunities”.

Hypnotic, persuasive, and benefits

Hypnotic words and phrases are used to grab your eyeballs, hold your attention, and draw you deeper into the article, advertisement, novel, or whatever is written. That’s all. They’re not words to get you to do or buy anything (because you won’t anyway – the mind is too strong).

Persuasive statements are the “why’s”. The word “because” has been discussed on numerous occasions in our newsletters. Numbers are measureable and quantifiable, thus more persuasive – especially when they are realistic and not exaggerated (like “Make $1 million in one month!”). Numbers keep you reading deeper into the article. Numbers create curiosity, acceptance, and agreement. Your name in your letter makes it more persuasive as coming from a real, live person. Your title gives you credibility and establishes authority.

Benefits are why people buy your service or product. They don’t buy it because they want it. They buy it because of what it will do for them. Give them as many reasons as you can. Show them what will happen when they own it. Make them feel what it will feel like when they use it. Benefits are extremely persuasive.

Tough gig

Do all our direct mail pieces work? Some better than others. But they always get results.

Keep in mind that whatever you sell, write, or say should be to help your customers do what’s in their best interests – not yours. Often people won’t even do that. They refuse to act to save themselves. They fight change. They avoid taking responsibility.

Reminds me of a comic strip. Two men are sitting at the counter in a diner. One has his Super Hero costume and cape on. He looks exhausted from his night’s life-saving works. The civilian sitting next to him turns and says, “So...your job is to save people from themselves? Man. That’s gotta be a tough gig!”

Comments

[Jake Markson]

Great reading list ... And you chose a very good letter to illustrate your point. This is some quality instruction for a blog.