Ten Steps To Sales Letter Glory

Question 1

How many points do you have to make in the lead?

Answer 1

Ten

Question 2

Lead: Point One

Answer 2

Call Out The Problem

Question 3

Lead: Point Two

Answer 3

Promise solution to pain point + promise to save time and money

Question 4

Lead: Point Three

Answer 4

Tease emotional discovery story

Question 5

Lead Point Four

Answer 5

Tease unique mechanism behind solution

Question 6

Lead point Five

Answer 6

Tease contrarian nature of mechanism (This flies in the face of what you have been told before)

Question 7

Lead point six

Answer 7

Working in fascinations as an incentive for continuing with the copy (I’ll answer this riddle for you)

Question 8

Lead point seven

Answer 8

briefly mention credibility builders

Question 9

Lead point eight

Answer 9

Qualifiers - Who this works for. Is it for everyone? Is it for a certain subset? Speak to your market

Question 10

Lead point nine

Answer 10

Briefly address scepticism

Question 11

Lead point ten

Answer 11

include a few broad testimonials if available about benefits but don’t give away product)

Question 12

how many points in the background story?

Answer 12

6

Question 13

Background story point one

Answer 13

Who am I+credibility builders when appropriate (doctor or expert)

Question 14

background story point two

Answer 14

“me or someone close to me was just like you (in pain) - here’s the emotional story about it

Question 15

background story point three

Answer 15

Traditional stories and advice not working

Question 16

background story point four

Answer 16

trigger event - problem or pain point escalated to where avatar realizes something MUST change

Question 17

background story point five

Answer 17

search for truth / answers

Question 18

background story point six

Answer 18

Optional: meets sensei type who promises to reveal the truth that’s been hidden

Question 19

How many points in the mechanism of the problem

Answer 19

Three

Question 20

MOP point 1

Answer 20

Explaining the real cause of the problem, you have had 99% of the answer but this is the missing 1%

Question 21

MOP point 2

Answer 21

Should be surprising, possibly even counter-intuitive

Question 22

MOP point 3

Answer 22

Backed by credibility and proof elements

Question 23

How many points in the mechanism of the solution

Answer 23

Four

Question 24

MOS point 1

Answer 24

now that you know the real cause of the problem, this is the real solution on a MACRO level

Question 25

MOS POint 2

Answer 25

MACRO level solution should be logically connected with the problem: for example if bad bacteria is causing your weight gain, the solution is a novel way to rid your gut of bad bacteria

Question 26

MOs point 3

Answer 26

Once they have the MACRO solution (a theory) - they dig deep to prove the theory (and get into the micro)

Question 27

Mos point 4

Answer 27

Backed by credibliity and proof elements and citations and science

Question 28

How many points in the product build up?

Answer 28

Eight

Question 29

Product build up point one

Answer 29

Now that the avatar knows the solution, he looks for an "out of the box" version; something that will end his quest and solve the problem right there

Question 30

Product build up point two

Answer 30

... but he discovers the out of the box solution is flawed

Question 31

Product build up point three

Answer 31

He has to do it himself and create a new and novel solution

Question 32

Product build up point four

Answer 32

starts testing it or working on it. There are problems and set backs

Question 33

Product build up point five

Answer 33

... but eventual success/breakthrough

Question 34

Product build up point six

Answer 34

Proof product works

Question 35

Product build up point seven

Answer 35

Others asking for it

Question 36

Product build up point eight

Answer 36

Product is born

Question 37

How many points in the close?

Answer 37

19

Question 38

Close point one

Answer 38

Product details (what's included, what makes it special, uSP

Question 39

Close point two

Answer 39

Discuss and dismiss other alternatives (expensive, ineffective, side-effects, poor quality, unproven)

Question 40

Close point three

Answer 40

Keep building up value of the product

Question 41

Close point four

Answer 41

Adding testimonials

Question 42

Close point five

Answer 42

how to use the product

Question 43

Close point six

Answer 43

optional urgency - powers that be may want to stop me from sharing this at any time

Question 44

Close point seven

Answer 44

scarcity: demand is high, supplies are limited, out of stocks are common

Question 45

Close point Eight

Answer 45

personal mission of avatar to make things better - tied to emotion

Question 46

Close point nine

Answer 46

price justification and reveal other solutions are more expensive and consequences of inaction are costly (can be either material or immaterial)

Question 47

Close point ten

Answer 47

This solution is better and will save you money, it's normally $X which is a bargain, but right now you can get it for just $Y

Question 48

Close point eleven

Answer 48

First call to action

Question 49

Close point twelve

Answer 49

What happens after you click the button

Question 50

Close point thirteen

Answer 50

optional: valuable free bonuses revealed

Question 51

Close point fourteen

Answer 51

guarantee - you'll most likey have a great experience but if for any reason you don't, no risk and no hassle

Question 52

Close point fifteen

Answer 52

second call to action

Question 53

Close point sixteen

Answer 53

Two choices - you can go on suffering, or you can take action today and change your life forever, the choice isyours

Question 54

Close point seventeen

Answer 54

urgency 2 - but you really must hurry as this is the endo f the presentation

Question 55

Close point eighteen

Answer 55

third call to action

Question 56

Close point nineteen

Answer 56

Thank you for watching

Question 57

how many points in the fAQ

Answer 57

2

Question 58

FAQ point one

Answer 58

BAck to being their friend, helping to clear up confusion they may have

Question 59

FAQ point two

Answer 59

Reminding them of what the product is, what it's used for , importance of taking action today, terms of guarantee and how to buy