The Ultimate Sales Letter… Attract new customers, boost your sales, by Dan S. Kennedy.
Dan Kennedy’s copywriting advice in the ultimate sales letter has helped me write copy that makes more than 60 million dollars a year. Dan is my secret weapon. Sonia Amoroso.
Copywriting is the art and science of turning words into profits.
We’re going through this book step by step because writing good copy is systematic. By doing so, we ensure greater odds of having success.
Step 1: What to do before you start writing
Relax and take a confident posture… Dan guarantees you will write something that works if you follow the formula, have a good offer and you understand your customer. Writing copy that sells is more about assembling the right parts than it is creativity.
Step 2: Understand the desires of our customer
To persuade someone, we need to understand them.
Here are a few of the best questions from the book that Dan uses to understand his customers…
- What keeps them awake at night?
- What are their top three daily frustrations?
- What do they secretly desire most?
Always enter the conversation your customer is already having in their head. We want to align with the goal or desire the customer is already focused on.
Step 3: Explain your offer
We start by building a list of product features and benefits. People don’t buy things for what they are (features), they buy things for what they do (benefits).
Step 4: Address flaws openly
By acknowledging the flaws in our offer, we’re forced to address our recipients questions and concerns. By doing so, we create trust and credibility.
Step 5: Get your sales letter read
Here’s Dan’s best strategy to get your reader’s attention. It’s called the flag your reader method.
Here is an example…
Embarrassing belly bulge? Guaranteed weight loss! Up to 15 pounds, first 15 days with no exercise.
Step 6: Price minimizer strategies
Price is rarely the determining factor in a buying decision, but it’s good practice to apply a price minimizer formula…
One is the problem, agitation, solution method…
First, define the customers problem. Here is where we demonstrate facts, statistics and case examples. Once the problem is established clearly, it’s time to inject agitation. This is where we stir up an emotional response to the problem. Third, we position our product as the answer to their problems.
Another formula is the winners and losers method…
Here is an example – last spring, two neighbors reseeded their lawns. Now it’s June… One has a beautiful, lush, thick, green lawn, a lawn to be proud of. His neighbor, however, has a different lawn, with little brown patches, weird texture and weeds fighting for territory.
Step 7: Motivate action
A simple way is to mention quantity and by creating time urgency… Such as, only one hundred made and the 50% off sale ends in 2 hours.
Step 8: Write the first draft
Don’t edit as you go, just get every persuasive idea on the table.
Step 9: Rewrite for strategy
The edits at this stage are intended to increase response to our letters.
Here’s one of Dan’s pro tips to consider… Using internal repetition by conveying your message multiple times in various ways such as…
In a straightforward statement, in an example, in a story, in testimonials, in a quote from an expert and in a numbered summary
Step 10: Rewrite for style
We want to increase readership by improving readability. We do this by writing in simple language, and writing in short sentences and paragraphs.
Step 11: Answer questions and objections
The use of frequently asked questions and answers is an effective way to resolve resistance. FAQs should include direct answers, testimonials, case studies and restatements of your guarantee.
Step 12: Spark immediate action
Here are Dan’s most powerful action taking triggers…
Limited availability, multiple irresistible bonuses, deadlines, discounts for fast response and penalties for slow response.
Step 13: The P.S.
Every sales letter needs a P.S. A lot of people skip to the end of our letters before reading. This is an opportunity for us because we’re going to use the P.S. to summarize our offer.
Step 14. Check the checklist
Here are some questions you can use to double check your work…
Pause the video to read these, or visit the link in the description to get the full list…
- Did you answer the questions about your customers desires?
- Did you build a list of features of your offer?
- Did you translate the features to benefits?
- Did you identify the disadvantages of your offer?
- Did you make a list of reasons not to respond?
- Did you raise and respond to the reasons not to respond?
- Did you craft the best possible headlines and sub-headlines for letter?
- Did you create a good presentation of price?
- Did you present a strong guarantee?
- Did you use internal repetition?
- Did you make the letter easy to read?
- Were you interesting and entertaining?
- Did you make your copy conversational?
- Did you answer any unanswered questions created by your copy?
- Did you create urgency and spark immediate action?
- Did you write a P.S. at the end of the letter?
Step 15: Aggressive editing
Now, cut every word or phrase that fails to advance, strengthen or reinforce your basic sales story…
Step 16: The final review
Review your letter one last time…
Step 17. Time to publish
If you’re old school – take it to the printer, then have your letter printed and mailed. For the digital marketers… Publish your ads, your landing pages and your emails…
Step 18: Re-targeting
This is where most new marketers fail… They don’t follow up with the prospects that have shown interest. We want to be omnipresent in front of our prospects. We do this by creating re-targeting campaigns on social media platforms and search engines.
Step 19: Test
Test everything… Headlines, body copy, offers, colors, landing pages etc… And build a file bank of what works best for you and your customers…
If you apply the formula outlined here, continue learning, and never give up, you will find the success you are looking for.