{"id":80233,"date":"2022-09-24T18:02:00","date_gmt":"2022-09-24T22:02:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=80233"},"modified":"2022-10-05T09:51:48","modified_gmt":"2022-10-05T13:51:48","slug":"how-to-write-a-sales-letter","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-write-a-sales-letter\/","title":{"rendered":"How to Write a Sales Letter: Dan Kennedy’s Winning Strategies"},"content":{"rendered":"\n

What are sales letters? Are they effective? How should one be written and used?<\/p>\n\n\n\n

You don\u2019t have to attend an elite institution to learn how to turn words into money, says multimillionaire entrepreneur Dan Kennedy in The Ultimate Sales Letter<\/em>. Whether you\u2019re a new business owner or just interested in writing persuasively, you can use Kennedy\u2019s strategies to sell.<\/p>\n\n\n\n

Continue reading to learn what a sales letter is, how to write a sales letter, and how to use a sales letter strategically.<\/p>\n\n\n\n\n\n\n\n

What Is a Sales Letter?<\/h2>\n\n\n\n

Before addressing how to write a sales letter, let’s establish what a sales letter is. Since Kennedy doesn\u2019t explicitly define one, further context may be useful. It\u2019s a direct marketing tool designed to attract, build relationships with, and convince prospective consumers to buy your product<\/a>. A low-cost alternative to television and other forms of advertising, sales letters are typically rooted in the \u201cA.I.D.A.\u201d formula (Attention, Interest, Desire, Action)<\/a>, and they\u2019re often used by companies with smaller budgets or those that do \u201cmail-order only\u201d sales.<\/p>\n\n\n\n

Kennedy focuses primarily on hard copy, long-form letters that were popular at the time of the book\u2019s original publication in 1990\u2014well before the rise of social media<\/a>. However, more contemporary direct marketing tools, such as email and video sales letters, are rooted in the foundational elements Kennedy outlines.<\/p>\n\n\n\n

The Ultimate Sales Letter<\/em> is directed toward business owners and copywriters who are starting from scratch, though Kennedy asserts that seasoned professionals can use his tips and strategies as evergreen touchpoints and even learn a new thing or two.<\/p>\n\n\n\n

How to Write a Sales Letter<\/h2>\n\n\n\n

Kennedy’s sales letter system can be presented as five steps. Let’s look at each one.<\/p>\n\n\n\n

Step 1: Identify and Understand Your Target Customer<\/h3>\n\n\n\n

First, identify and understand your target customer so you can address their priorities and pitch your product in a way that resonates with them. Kennedy recommends that you narrow your focus<\/a> to people who would<\/em> buy your product. Determine their demographics, needs, fears, dreams, biases, and any history with a product like yours.<\/p>\n\n\n\n

Step 2: Know Your Product<\/h3>\n\n\n\n

Become intimately acquainted with your product so you can highlight its benefits and address its weaknesses in your sales letter. Kennedy recommends that you get to know your product<\/a> and how it operates by using it extensively. Identify your product\u2019s best features and benefits, which you\u2019ll prioritize and highlight for customers in your letter based on their distinct needs and interests.<\/p>\n\n\n\n

you must also directly address its limitations in your sales letter to defuse customer concerns and keep them interested in buying your product. He recommends two strategies for countering questions<\/strong> that buyers may have about your product:<\/p>\n\n\n\n

  1. Explain that you\u2019ve conducted extensive research<\/strong> with consumers who didn\u2019t buy your product, list every reason they gave for not buying, then address those issues.<\/li>
  2. Present a list of frequently asked questions<\/strong> and answers about your product.<\/li><\/ol>\n\n\n\n

    Kennedy suggests you bolster these strategies with testimonials, guarantees, and free trials.<\/p>\n\n\n\n

    Step 3: Write Your First Draft<\/h3>\n\n\n\n

    Now that you have all the information you need about your customer and product, Kennedy says the first step of crafting your sales letter is to simply sit down and start writing<\/strong>. He notes that this step is intentionally brief since your goal is only to get your ideas on the page, not to worry about editing or getting things perfect.<\/p>\n\n\n\n

    How to Draft a Sales Letter<\/strong>

    Kennedy doesn\u2019t provide additional or explicit steps on how<\/em> to write your first draft, but here\u2019s a step-by-step outline you can use to draft a sales letter<\/a>:

    Write a catchy headline that grabs your customer’s attention.

    Say why your product or service will benefit your customer.

    Provide key information about your product using bullet points.

    Provide testimonials or statistics to substantiate your product\u2019s value.

    Provide     a call to action<\/a> (include a direct link or action button for online sales. For example: \u201cEnter your email and website here, and we\u2019ll send you free information on our product.\u201d)

    Say that your product is available for a limited time, or is limited in its availability, to increase the urgency for customers to respond.

    Finish with a \u201cPS\u201d (postscript) where you offer a guarantee.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

    Step 4: Grab, Engage, Convince, and Compel<\/h3>\n\n\n\n

    Once you have a rough draft, you need to shape your letter so it grabs, engages, and convinces your customer to buy your product, then compels them to respond immediately.<\/p>\n\n\n\n

    Grab<\/h4>\n\n\n\n

    Kennedy argues that your first goal in your letter is to quickly seize customers\u2019 attention by telling them your product will solve an immediate problem. Failure to do this, he says, will result in your letter getting thrown away. Kennedy recommends the following tips to grab customers\u2019 attention:  <\/p>\n\n\n\n