If you want to write sales letters, you need to know the different components that go into them. Yes, there’s more than one part that makes that whole. Sales letter do more than just sell, after all — they also alert and inform, while helping foster a relationship between the product and the reader.
Headline. Your headline is like a giant billboard inviting everyone in. If it doesn’t grab the reader’s attention and makes them want to read the copy, it fails. As such, sales letter headlines tend to be big declarations of an enticement, rather than just descriptive or clever titles.
Benefits. The benefits are what sells the product, convincing them that they need it to fulfill a gap in their lives. A rundown of features is never enough — prospects need to see in certain terms how a feature can benefit them.
Offers. This is the terms of the sale that you’re proposing to the reader, whether it be a “buy one, take one” or a “special early bird discount.” When outlining the offer, you want to structure it so that the prospects feel like they’re getting a good deal. Additionally, you always want to add an element of scarcity (e.g. “available only for the next 24 hours”) — it helps push them to buy now, rather than later.
Testimonials. Much as we hate to admit, other people exert great influence on us. And that holds true in many areas, including the things we purchase. That’s why testimonials are so effective at helping convert prospects into buyers. Additionally, knowing that other people appreciate a product they’re considering helps ease prospects into the idea when they need a little more convincing.