7 Must Have Ingredients For A Powerful Sales Letter


There’s a ton of sales letters out there.

Some of them are great, while others just suck ass.

A sales page can make a huge difference in the amount of revenue that your product brings. A good sales page means higher conversions, increased traffic and ultimately more sales and cash.

But how do you go about creating a solid sales letter that milks cash?

1. Dangerously Hypnotic Headlines

A headline can make or break your sales page.

Most writers often slap one together at the last second.

This is a big mistake.

Think about it.

Before your prospect arrives at your body copy, the only way to attract his attention is to draw  him in with your headline…And according to master copywriter John Carlton, “Savvy copywriters often spend 90% of their time crafting just the headline”.

Your headline is the foundation of your sales page. If it fails, so does everything else.

It has two main objectives:

1. Stop your intended audience dead cold and steal their attention

2. Grab them by the hand and lead them in to your ad

And for your headline to do the two things above, it has to either;  provide a benefit so valuable and mouth-watering that your prospect can’t help but read it, or pique his curiosity until he can’t help but descend down into your copy.

Take for example the following headlines below:

  •  How To Jack Up Your Testosterone Level Over 250% At Exactly The Right Time In Your Workout… Every Time You Work Out (John Carlton)
  • How To Burn Off Body Fat, Hour-By-Hour (Gary Halbert)
  • Do You Make These Mistakes In English? (Gary Halbert)

They all either pique the reader’s curiosity or provide an enticing benefit that is guaranteed to powerfully suck readers into reading on.

When coming up with your next headline, think about the biggest benefit or most unique  feature of whatever you’re selling is, then work that into your headline.

2. Gripping Opening Paragraphs

Want to know the purpose of your headline? To get the the first sentence read.

The purpose of the first sentence? To get the second sentence read.

And the purpose of the second sentence? You guessed it…to get the third sentence read. And so on etc.

Once you’ve got a pack-a-punch headline, your next hurdle is to lure your reader deeper into your copy with captivating sentences and paragraphs.

Because if your reader doesn’t make it past your opening sentences and paragraphs, he damn sure ain’t making it down to your buy it now button.

So how do you keep your reader glued to your copy and have him smoothly slide from paragraph to paragraph like Tarzan swings effortlessly from tree to tree?


Use short sentences, short paragraphs and ask questions, just like what I’m doing to you right now .

Short sentences and paragraphs are easy to read. Follow them up with a couple of questions, and you have a smooth conversational flow that compels people to keep reading.

3. Subheads That Demand Attention

Subheadings are like mini-headlines. Not only do they entice your reader further down the page; but they also break up your copy and make it look less intimidating.

Most people scan when they read; your copy is no different.

Subheads will allow scanners to quickly identify what part of your copy resonates with them and instead of having to dive into an ocean of words and information.

Again, use the same principles behind creating killer headlines to create killer subheads.

4. Use Attention Arresting Words That Slap Your Prospects In the Face

Good copy goes light on goes light on adjectives. And heavy on action verbs.”John Carlton.

The purpose of copy is to boil your readers emotional cauldron till they are driven to take action.  And one way to instantly inject a hefty emotional wallop into your writing, is to use power-words that force readers to feel.

Your words have to penetrate your readers defenses and open the floodgates of emotion.

The best the way to do that is to paint vivid pictures in your prospects mind via hard-hitting action verbs.

Take a look at the sentence below.

“He was a horrible, cruel man who’s ginger colored hair blew in the wind as he told his sad, sobbing wife that their marriage was over.

Compare that too…

“The cold-hearted bastard plunged a knife right into her heart.”

Action verbs add attention arresting strength and vigor to your copy that adjectives lack.

To crank up the power of your words, find a sales letter that blew your mind and study the action verbs. Ask yourself what other words could be used. Play with the sentence structure. Get used to picking the right word.

 5. Bullet Points That Stomp On Greed Glands

You’ve captured your readers attention. He’s interested in your copy. The next step?

Stomp on your his greed glands. Show him how he’ll benefit from your product. How?

Fire benefit driven bullet points that transform his spark of interest into a monstrous flame of scorching desire.

Start off by creating a fact file about your product. These are the simple features of your product.

Let’s say your selling an exercise program designed to help people lose weight.  Your features would look like this:

  • Five 60 minute DVDs that show you how to correctly perform calisthenic exercises and the mistakes to avoid.
  • A 100 page e-book on nutrition
  • A workbook for you to track your progress

That’s a basic list of features. Stopping here is a big no no. Your customers burning questions need to be answered.

What you need to do now, is transform those features into benefits. What will those features do for your customer?

  • The 60 minute DVDs are included because they help you perform exercises correctly and prevent injury from improper form. They have been proven as best way to learn the exercises, and they allow you to exercise in the comfort of your own home, without having to worry about pesky opening times.
  • There’s a plethora of false information about dieting that encourages long term health problems. We’ve included this nutritional eBook to help you hit the ground running and dodge dangerous diet fads, and direct you to the health-boosting power-foods.
  • Losing weight can be a rocky road at times. That’s why you need something to motivate you. We’ve included a tailor made workbook to help you track your progress, identify where your weaknesses are and most importantly keep you in a positive mind frame.

See what’s going on here?

The benefits of the product are being pumped straight into the readers brain. Instantly increasing his desire for what you are selling.

6. No Risk On Your Prospects Side

People have been take for a ride too often.

They’ve paid for stuff that and it never arrived before.  Why are you any different? How can they trust you?

Sure, you promise that your product will shatter their expectations and that their satisfaction is guaranteed. But guess what, so does everybody else.

The only way to squash the doubts squirming inside your readers brain, is to back your product up with an iron clad guarantee; where you shoulder all the risk.

Offer a 100% money back guarantee and back your claims with cold hard cash. Put your money where your mouth is.

7. A Solid Call to Action

There’s a reason behind why most sales letters have the following phrases at the end; buy now, order before it’s too late, hurry.

It’s because your copy is designed to move your reader to act. Nothing else.

And if you let your readers attention waver even just a little… you’ve lost.

You have to catch him in full lust mode and lead him by the hand to a better place.

You don’t need anything fancy here. Just something that invites the specific action you want.


There you are 7 must have ingredients for a killer sales letter. What do you think is the most important part of  a sales letter and why?

Let me know in the comments below!



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One thought on “7 Must Have Ingredients For A Powerful Sales Letter

  1. Hi Hassan,

    Having had my copy compared to Carlton’s, I approve this message. 🙂

    Headlines that pull on the deep heart of people’s desires and struggles are paramount.

    The body must take readers on a journey into a future after purchase where their desire has come true.

    The call-to-action must stress urgency because if they don’t buy now, they may never get a second chance to live their desire.

    What do I think is the most important part? The call-to-action.


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