The 13-step Sales Letter: The Ultimate Sales Symphony For Conversions

Introduction

The Sales Letter, is the same thing as a Landing Page, but this one uses techniques from direct response advertising as part of its construct.

It’s longer than normal Landing Pages that you come across. It’s the full persuasion you need to sell and trigger responses for action in the customer.

It’s an effective blueprint that captures attention and drives action using proven principles and practices from direct response advertising.

It is designed to work effectively by leveraging both traditional sales tactics and modern digital strategies.

You can adapt it to various business contexts and markets. If you’re looking for a shorter Sales Letter, use the Persuasive Page Blueprint.

How does the 13-step Sales Letter work?

I’ve explained each step below with examples. There are also links to longer articles as appropriate.

The examples used here are from an imaginary fitness app called HealthTripp.

1. Capture Attention With a Bang

• Brainstorm headlines that are bold and direct. Use powerful adjectives and numbers if applicable.
• Test different headlines to see which performs best in capturing attention.
• Consider the use of visual elements or typography to make the headline stand out even more.
• Use a headline formula such as:
  Attention Audience: Product + Ultimate Benefit + Ultimate Outcome – Your Product Brief would be the starting point for this.
• Example 1: Attention Fitness Enthusiasts: HealthTripp App Transforms Your Body in 90 Days or Your Money Back!
• Example 2: Busy Professionals: Achieve Your Dream Body with Just 20 Minutes a Day Using HealthTripp’s AI-Powered Workouts

2. Agitate the Problem

• Describe the problem in vivid detail. Use real-life scenarios to illustrate the pain points.
• Engage the reader’s emotions by discussing the negative impacts of the problem on their personal or professional life.
• Ask rhetorical questions that make the reader reflect on their own experiences with the issue. You’d need information from the Audience Experience Map for this section.
• Example of Agitation
  Imagine the frustration of seeing your weight increase despite trying multiple diets and exercise routines.

  Your clothes feel tighter. You avoid social gatherings due to embarrassment.

  You wake up sluggish and unmotivated. You push yourself at the gym with little results.

  Meanwhile, friends effortlessly maintain their figures. You question how long this cycle of hope and disappointment can continue.

  The constant worry about your health affects your mental well-being, leaving you anxious about weight-related health risks.

  Is this how you want to live?

3. Unveil the Solution

• Clearly state what your product or service is and immediately link it to the solution of the problem.
• Use simple, jargon-free language to explain how it works.
• Highlight unique features that set your solution apart from others in the market. This information will be picked up from your Product Brief .
• Example of Solution
  Introducing HealthTrip, the revolutionary fitness app that solves your weight loss struggles.

  Unlike other apps, HealthTripp uses AI to create personalized meal plans and workout routines tailored to your unique body type and goals.

  Our patented algorithm adapts in real-time, ensuring you’re always on the optimal path to success.

  With HealthTripp, you’ll finally break free from the cycle of fad diets and see real, lasting results.

  Say goodbye to frustration and hello to the body you’ve always wanted.

  Download HealthTripp today and start your transformation!

4. Flaunt Your Medals

• List your qualifications, experience, and any industry recognition.
• Include brief stories or examples that demonstrate your expertise in action.
• Make sure the credentials are relevant to the needs of your audience and enhance your credibility. Factor this information as part of your Product Brief .
• Example of Flaunting Medals
  HealthTripp: Your Trusted Health Companion

  Developed by a team of certified nutritionists and fitness experts, HealthTripp has revolutionized personal health management.

  Our app has received the prestigious “Best Health Innovation” award from TechHealth Magazine and is endorsed by leading hospitals nationwide.

  Dr. Sarah Johnson, renowned cardiologist, says: “HealthTripp’s precision in monitoring vital signs has helped my patients take control of their heart health like never before.”

  With over 5 million satisfied users and a 4.8-star rating, HealthTripp continues to set the gold standard in health tracking technology.

5. Parade Your Benefits

• Clearly list the benefits of your product or service, focusing on how each feature translates into a real-world advantage.
• Use bullet points for clarity and to emphasize the impact of each benefit.
• Include at least one quantifiable benefit to provide concrete value. This data will come from your Product Brief
• Example of Benefits
  HealthTripp: Transform Your Life
  • Personalized Nutrition: AI-powered meal plans tailored to your preferences and goals
  • Smart Workout Routines: Customized exercises that adapt to your progress
  • Real-Time Health Insights: Monitor vital signs and receive instant feedback
  • Stress Management: Guided meditation sessions reduce stress by up to 40%
  • Sleep Optimization: Improve sleep quality by 30% with our sleep tracking feature
  • Community Support: Connect with like-minded individuals for motivation
  • Expert Guidance: Access to certified nutritionists and fitness trainers
  • Proven Results: Users report an average weight loss of 15 pounds in 3 months.

6. Parade Social Proof

• Gather and display testimonials that speak directly to the benefits and results of your offering.
• Include before-and-after scenarios or data-backed case studies.
• Ensure that the sources of your testimonials are relatable to your target audience. Ensure that your Product Brief has this information.
• Example of Social Proof
  HealthTripp: Transforming Lives, One User at a Time

  “HealthTripp revolutionized my fitness journey! I lost 30 pounds in 3 months and feel incredible.” Sarah, 35

  “As a busy executive, HealthTripp’s personalized plans fit perfectly into my schedule. I’ve improved my sleep quality by 40%.” – John, 42

  “HealthTripp’s nutrition tracking helped me manage my diabetes. My blood sugar levels are now consistently in the normal range.” – Maria, 58

  Join 1 million+ satisfied users who’ve achieved their health goals with HealthTrip.

  Start your transformation today!

7. Make An Irresistible Offer

• Detail exactly what the offer includes: Price, bonuses, or extras.
• Explain the value of the offer in comparison to the regular price or market value.
• Set a clear deadline for the offer to create urgency. Read the article on Irresistible Marketing Offers.
• Example of an Offer
  🔥 Limited Time HealthTripp Offer!

  🔥Get HealthTripp Premium for just $15/month:

  • 3 months FREE ($$60 value)
  • 9 months at $15/month ($135 total)
  • Full year of Premium access
  • Total value: $240 | Your price: Only $135
• 🎁 BONUS: Exclusive access to our “30-Day Transformation” program ($49 value)💰
• You save: $154 (64% off regular price)
• ⏰ Offer ends in 48 hours! Don’t miss out on transforming your health journey.

8. Add Scarcity

• Clearly communicate the scarcity of the offer (limited time or limited quantity).
• Use countdown timers or real-time updates on availability to enhance the sense of urgency.
• Explain what they stand to lose if they don’t act quickly. Read the article on Scarcity.
• Example of Scarcity
  • 🚨 Limited Time Offer: Only 100 Premium Memberships Available! 🚨
    ⏳ Time Remaining: [Countdown Timer: 48:00:00]

    Don’t miss your chance to transform your health with HealthTripp Premium:

    • 50% off annual subscription (Save $120)
    • Exclusive access to our AI-powered personal trainer
    • Limited edition HealthTripp fitness tracker (First 50 subscribers only!)
  • 🔥 89 memberships already claimed! Act fast before you lose out on:
    • Personalized meal plans
    • 24/7 expert support
    • Advanced health analytics
  • ⚠️ Once they’re gone, they’re gone! Secure your spot now and start your journey to a healthier you today.

9. Add the Safety Net

• Detail the terms of the guarantee and how they can easily claim it if needed. Use positive language to reinforce the safety of their purchase decision. Read the article on Bulletproof Guarantees.
• Consider including a testimonial that mentions the guarantee to reinforce its credibility.
• Example of Safety Net
  🛡️ HealthTripp’s 30-Day Money-Back Guarantee

  🛡️We’re so confident in HealthTripp’s ability to transform your health that we offer a 30-day, no-questions-asked money-back guarantee.

  Here’s how it works:

  Try HealthTripp Premium for 30 days

  “I was hesitant to subscribe, but HealthTripp’s guarantee gave me peace of mind. I ended up loving the app, but it’s great to know they stand behind their product!” – Mark, 38

  Your health journey is risk-free with HealthTripp. Start your transformation today!

  Note: While we aim to provide accurate information, specific refund terms may vary. Please refer to HealthTripp’s official terms and conditions for the most up-to-date policy details.

  If you’re not completely satisfied, simply email support@healthtripp.com
  We’ll process your full refund within 7-14 business days

10. Add Call to Action

• Use a strong, imperative verb to start your call to action, such as “Claim,” “Grab,” or “Start.”
• Make the CTA visually prominent using buttons or standout text.
• Include multiple CTAs throughout the letter for various engagement steps outlined above.
• Examples of CTAs
  🚀 Transform Your Health Journey Today! 🚀

  Download HealthTripp Now
  👉 [DOWNLOAD APP] button

  Don’t wait to take control of your health!📱

  Download HealthTripp now and start your journey to a healthier you.🔥

  Limited Time Offer: First 100 users get 50% off annual subscription!⏰

  Offer ends in: [Countdown Timer]👇

  Take the first step towards a better you 👇
  [GET STARTED NOW] button

  Remember, your health can’t wait. Join thousands of satisfied users and experience the HealthTrack difference today!

  Start Your 30-Day Free Trial
  👉 [BEGIN FREE TRIAL] button

  Unlock Premium Features
  👉 [UPGRADE TO PREMIUM] button

11. Add a Nudge of Caution

• Outline the potential negative outcomes of not using your product/ service and compare it with the positive outcomes of using your product/ service in a 2-column table
• Use a friendly tone to convey that your advice is in their best interest.
• Back up your caution with facts or statistics, that highlight the risks of inaction.
• Example of Caution

  A Friendly Reminder: Your Health Matters

Without HealthTripp	With HealthTripp
📉 70% of adults don’t meet recommended activity levels	📈 88% of HealthTrack users achieve their fitness goals
🍔 Unhealthy eating habits increase risk of chronic diseases	🥗 Personalized meal plans improve nutrition by 40%
😴 Poor sleep quality affects 1 in 3 adults	💤 Users report 30% improvement in sleep quality
🩺 Irregular health check-ups lead to undetected issues	🏥 Daily health tracking catches potential problems early

Did you know? According to the WHO, physical inactivity is responsible for 6% of deaths globally. That’s why we’re passionate about helping you stay active and healthy.

HealthTripp isn’t just an app – it’s your partner in preventing health risks. Our users are 3x more likely to maintain a consistent exercise routine.

Remember, small steps lead to big changes. Start your journey with HealthTripp today and invest in a healthier tomorrow!

12. Provide an Encore!

• Recap the main points of your letter, emphasizing the benefits and the special offer.
• Use bullet points for a quick, impactful summary.
• End with a strong, memorable statement that reinforces your unique selling proposition.
• Example of Encore

  :🌟 Transform Your Health Journey with HealthTripp!

  🌟Let’s recap why HealthTripp is your ultimate fitness companion

  • AI-Powered Personalization: Customized meal plans and workouts tailored to your unique needs
  • Real-Time Health Insights: Monitor vital signs and receive instant feedback
  • Expert Guidance: Access to certified nutritionists and fitness trainers• Proven Results: Users report an average weight loss of 15 pounds in 3 months
  • Stress Management: Guided meditation sessions reduce stress by up to 40%
  • Sleep Optimization: Improve sleep quality by 30% with our sleep tracking feature
  • Community Support: Connect with like-minded individuals for motivation

    🎉 Limited Time Offer: Subscribe to HealthTripp Premium within the next 24 hours and receive: 50% off your annual subscription.

    Remember, with HealthTripp, you’re not just downloading an app – you’re investing in a comprehensive health solution backed by cutting-edge technology and expert support.

    Don’t let another day pass without taking control of your health.

    Choose HealthTrip and start your transformation today!
    [START YOUR JOURNEY NOW] button

    HealthTripp: Your personal health revolution, powered by AI.

    • 3 months FREE access to our “30-Day Transformation” program
    • Exclusive HealthTrip fitness tracker (first 100 subscribers only!)

13. Add FAQs

• Identify the most common questions and objections your target audience has about your product, service, or offer [You can use tools such as AlsoAsked, QuestionDB, and AnswerThePublic, for this]
• Organize the questions into logical categories for easy navigation [Once you 10-20 questions, or even more, use the AI chatbot to organize this into categories]
• Write clear, concise, and honest answers that directly address each question or objection [This too can be done by the chatbot]
• Use a conversational tone and avoid jargon or technical language that may confuse readers [You can specify this in the style and tone section]
• Include links to additional resources, such as blog posts, case studies, or product pages, for those who want to learn more
• Regularly update your FAQ section based on new questions or feedback from your audience

Example of FAQs for HealthTripp

Getting Started

Q: How do I download the HealthTripp app?
A: You can download HealthTripp from the App Store for iOS devices or Google Play Store for Android devices. Simply search for “HealthTripp” and tap “Install.”

Q: Is HealthTripp free to use?
A: HealthTrack offers a free basic version with limited features. For full access to all features, you can subscribe to HealthTripp Premium.

Features and Functionality

Q: What types of workouts does HealthTripp offer?
A: HealthTripp provides a wide range of workouts including strength training, cardio, yoga, and HIIT. Our AI-powered system tailors workouts to your fitness level and goals.

Q: Can HealthTripp track my nutrition?
A: Yes, HealthTrack includes a comprehensive nutrition tracker. You can log meals, scan barcodes for easy food entry, and receive personalized nutrition advice.

Privacy and Data

Q: How does HealthTripp protect my personal data?
A: We take your privacy seriously. All data is encrypted and stored securely. We never share your personal information with third parties without your consent.

Q: Can I delete my data from HealthTripp?
A: Yes, you can delete your account and all associated data at any time through the app settings.

Troubleshooting

Q: Why is my HealthTripp app draining my battery quickly?
A: To conserve battery, ensure GPS is only enabled during workouts and adjust your notification settings. If issues persist, contact our support team.

Q: How do I sync HealthTrack with my fitness wearable?
A: Go to “Settings” in the app, select “Connected Devices,” and follow the prompts to pair your wearable. We support most major fitness tracker brands.

Subscription and Billing

Q: How much does HealthTrack Premium cost?
A: HealthTripp Premium is $15/month or $135/year (save 25% with annual billing). We often run promotions for new users, so check our website for current offers.

Q: What’s included in HealthTripp Premium?
A: Premium includes personalized workout plans, advanced nutrition tracking, expert-led video tutorials, and priority customer support.

For more detailed information, please visit our Help Center or contact our support team at support@healthtripp.com.

Caveats For Creating A Sales Letter Using This Technique

1. We shall use the RATS Framework to create the AI recipe for this Sales Letter, based on the SoS example above.
2. We need to define/ frame a problem clearly before we apply the prompt.
3. Let’s use this technique to promote a fictional social media automation app called SocialonSteroids [SOS].
4. Because of the context window considerations in different chatbots, the output may often be limited. So I’ve written the prompt in such a way that it will complete one step at a time and ask your permission to proceed to the next step.

AI Recipe For The 13-Step Sales Letter

Copy the entire prompt from here and modify as needed for avatar, topic.

[Problem] =
Create a 13-step Sales Letter for a new brand, SocialOnSteroids [SOS],

SOS is a fully-automated, end-to-end social media app that does the following:

1. Creates a strategy for social media marketing based on the problem you feed in
2. Creates/ curates social media content based on keywords/ URLs
3. Tailors content uniquely and as per the rules/ best practices of 10 social media networks
4. Schedules the content into an editorial calendar for approval from client/ manager
5. Helps you manage the frequency, timing of the posts for each medium
6. Posts content to social media as per schedule
7. Tracks the posts for clicks, views, comments, shares and shares reports with you/ client
8. Makes recommendations based on the metrics for tweaking the strategy, frequency, timing, etc

USPs of SOS

1. Slash costs and time by 50%
2. Double your productivity and clients without adding new resources
3. Automate the entire social media marketing process from end-to-end with minimal supervision
4. Get automated reports and suggestions each week on social media metrics and how to enhance this

SOS is suitable for one-person to 100 person teams in social media agencies with multiple accounts and complies with GDPR regulations as required in certain countries.

[Audience] = [gleaned from the Audience Experience Map, as a separate exercise]

Social Media Managers at B2B and B2C digital marketing agencies and companies with in-house teams. Keen on increasing productivity and reducing costs with automation. The avatar has the following challenges and needs.

Challenges: Social Media Managers Struggle to Keep Up with Increasing Workloads

1. Social media marketing agencies face mounting pressure to produce a high volume of engaging content tailored for each client’s audience across multiple platforms.
2. Creating fresh, on-brand visuals, videos, text, hashtags and linking strategies from scratch is extremely time-consuming.
3. Scheduling and publishing this content at the ideal times to maximize reach and engagement is also a major challenge.
4. Agencies must juggle maintaining an active presence on up to 10 different social networks for each client. And that takes some skill.
5. They must monitor analytics and manually adjust strategies based on performance data. This is tedious and inefficient as not all managers are equally savvy on the solutions. This makes it difficult to optimize content cadences, timing and formats for maximum impact.
6. As a result of all these challenges, agency resources are spread thin. Social media teams spend excessive time on repetitive, low-value tasks instead of high-impact strategic work. This restricts their productivity and ability to take on more clients.

Needs

1. Social media marketing agencies require an intelligent automation solution that can streamline content creation, scheduling, publishing, monitoring and optimization across all major platforms.
2. By automating the labor-intensive aspects of social media management, agencies can double their productivity. Their teams can focus on high-value strategic services instead of tedious, repetitive tasks.
3. An AI-powered automation tool enables agencies to provide premium-quality social media marketing at scale. They can effortlessly create a constant stream of on-brand, audience-targeted content tailored for each client.
4. This content can be automatically scheduled for publishing at the ideal times to drive maximum engagement.The solution’s analytics capabilities allow agencies to continuously optimize their strategies in an automated feedback loop.
5. It monitors content performance in real-time and self-adjusts timing, frequency and formats accordingly.
6. With such an intelligent automation platform, agencies can seamlessly manage up to twice as many client accounts with the same team resources. This unlocks new revenue potential while providing a superior full-service social media experience.

[Role] =
You’re at the top of the game in direct response copywriting. You craft ads that not only catch eyes but also tug at the heartstrings, sparking a deep desire for product and service that you sell. You dive deep into behavioral psychology, neuroscience, marketing psychology, NLP, and wordplay, to make your content stand out.

You’ve got this unique talent for tapping into what people secretly crave—feeling a cut above the rest, being the envy of their peers. And because you only back products worth their salt, you sleep easy at night, ethics intact. You’re the go-to for breathing new life into tried-and-true ad formulas, making them irresistible to today’s quick-scrolling audience with short attention spans. Your ads? They get people moving and shaking, turning heads and opening wallets.

[Avatar] = [as described in Audience above with Challenges, Needs]

[Topic] = SocialonSteroids, the complete AI-driven app for Social Media Automation

[Task] = [Create a Sales Letter, using the 13-step Sales Letter model, for a social media automation app, called SocialonSteroids [SOS]

[Structure] =
[Follow the structure below. Execute not more than 2 steps at a time per screen. Ask my permission to proceed before you continue with the next 2 screens. Complete all the 14 points and signal “Finito”. All Headlines should follow best practices for headlines.]

1. [Headline] =

• Brainstorm 5 headlines that are bold and direct. Use powerful adjectives and numbers as applicable. Use a formula [Product + # of Ultimate Benefits + Ultimate Outcome] to generate headlines.
• [Add CTA]

2. [Headline] =

• [Agitate the problem Points = not more than 100 words]
• Describe the problem in vivid, visceral detail. Use real-life scenarios to illustrate the pain points.
• Engage the reader’s emotions by discussing the negative impacts of the problem on their personal or professional life.
• Ask rhetorical questions that make the reader reflect on their own experiences with the issue.

3. [Headline] =

• [Magic Wand Points = 100 words]
• Clearly state what your product or service is and immediately link it to the solution of the problem.
• Use simple, jargon-free language to explain how it works.
• Highlight unique features that set your solution apart from others in the market.
• [Add CTA]

4. [Headline] =

• [Flaunt your Medals Points = not more than 100 words]
• List your qualifications, experience, and any industry recognition.
• Include brief stories or examples that demonstrate your expertise in action.
• Make sure the credentials are relevant to the needs of your audience and enhance your credibility.

5. [Headline] =

• [Parade Your Benefits Points = 100 words]
• Clearly list the benefits of your product or service, focusing on how each feature translates into a real-world advantage for the custoimer. Use sentence joiners.
• Use bullet points for clarity and to emphasize the impact of each benefit.
• Include at least one quantifiable benefit to provide concrete value.
• [Add CTA]

6. [Headline] =

• [Parade Proof Points = 100 words]
• Gather and display testimonials that speak directly to the benefits and results of your offering.
• Include before-and-after scenarios or data-backed case studies.
• Ensure that the sources of your testimonials are relatable to your target audience.

7. [Headline]=

• [Make An Irresistible Offer Points = 100 words]
• Detail exactly what the offer includes and any bonuses or extras.
• Explain the value of the offer in comparison to the regular price or market value.
• Set a clear deadline for the offer to create urgency.
• [Add CTA]

8. [Headline] =

• [Add Scarcity Points = 100 words]
• Clearly communicate the scarcity of the offer (limited time or limited quantity).
• Use countdown timers or real-time updates on availability to enhance the sense of urgency.
• Explain what they stand to lose if they don’t act quickly.
• [Add CTA]

9. [Headline] =

• [The Safety Net Points = 100 words]
• Detail the terms of the guarantee and how they can easily claim it if needed.
• Use positive language to reinforce the safety of their purchase decision.
• Consider including a testimonial that mentions the guarantee to reinforce its credibility.

10. [Add CTA] =

• Use a strong, imperative verb to start your call to action, such as “Claim,” “Grab,” or “Start.”
• Make the CTA visually prominent using buttons or standout text.

11. [Headline] =

• [Add a Nudge of Caution Points = 100 words]
• Outline the potential negative outcomes of not using your product or service.
• Use a friendly tone to convey that your advice is in their best interest.
• Back up your caution with facts or statistics that highlight the risks of inaction.

12. [Headline] =

• [Provide an Encore! Points = 100 words]
• Recap the main points of your letter, emphasizing the benefits and the special offer.
• Use bullet points for a quick, impactful summary.
• End with a strong, memorable statement that reinforces your unique selling proposition.

13. [Headline] =

• FAQs: Generate 10 answers to oft-asked questions from customers in this category. Insert the list of questions.

[Style & Tone] = Conversational, succinct

End Prompt

Notes

1. To customize these prompts for your problem, just change the variables in the Avatar, Topic, Task, and Structure as appropriate.
2. You can always expand, or condense sections of this LP as you please. To do this, just copy the section into the chatbot and say: Expand/ Condense this section into 100 words.
3. You can do this step by step copying the examples I have shown and ask the chatbot to rewrite the example to your brand brief
4. To view related articles and ideas in this category, click this tag Landing Page

AI Tools that you can use

You can use any one of ChatGPT, Claude, Gemini Pro, or the free llama 3 LLM for trying out the techniques discussed on Phewture.

Or if you crave variety, then use Perplexity,ai [select Perplexity, or Claude Models], or Poe [select from multiple models such as Claude, GPT4, etc].

Read this article on Phewture for how to install LLMs on your desktop.

Next Steps

1. To help you find your way around Phewture, I have put together a set of articles under Wayfinding. Do go through these and you’ll navigate like a pro through this stream of consciousness. 😄
2. The Learning Methods are exercises that I’d recommend if you wish to wrap your head around the possibilities of AI at work, or play.
3. Don’t forget to leave your comments below and share your joy with your friends on social media. Use the share icons below this post to gain some good karma.

Wish to train your in-house team on AI techniques?

Phewture offers AI-spurred training for teams. Do check out the Training Services.