14-Step Sales Letter

When writing a sales letter or video script to sell your product or service, you can follow this proven 14-step formula to convert more people into customers. This formula can be adapted to suit other types of content as well.

1. Call out your audience. Who is it for? (i.e. "For [person] who [wants specific result or is experiencing a particular challenge]")
2. Present a big promise. Why should they care? Why should they keep reading?
3. Identify the problem. What is the biggest problem or pain your product or service can alleviate for someone?
4. Provide the solution (your unique framework or system).
5. Show credentials. Why should they trust you to solve their problem?
6. Detail the benefits. What's in it for them? (Good place to use bullet points)
7. Social proof. Who else has it worked for?
8. Make your offer. What's the product? How does it work? How do I get it?
9. Stack the value. What else do they get? (Bonuses, limited time inclusions, add-ons, etc)
10. Reveal the price. How much does it cost? What are the payment options?
11. Add scarcity. Why act now? What do they stand to lose if they don't?
12. Risk reversal. What's the guarantee? What if it doesn't work for me?
13. Call to action. Encourage them to take action. Tell them what to do next.
14. Reminder/summary of the offer (for people who just skimmed and scrolled to the bottom)