Writing Sales Copy That Sells

When writing sales copy, all internet marketers know that a long copy will sell more than a short copy. This does not mean that the more words the better. The quantity and the quality of detail is what will improve its performance.

Having the correct sales structure will keep the reader interested from start to finish. These are the steps to follow to create a successful sales letter:

  1. USE A POWERFUL HEADLINE. Express the main benefit of your product in a short sentence. Grab your readers’ attention and make them want to continue reading.
  2. CREATE EXCITEMENT WITH A SUB-HEADLINE. In no more than two or three short sentences, expand on the benefits of your product and generate excitement in your reader. If you are offering a limited promotion, specify the limitations of your offer here. Make a strong promise so they’ll be salted to read more.
  3. OUTLINE THE BENEFITS OF YOUR PRODUCT. Give the reader three good reasons to buy your product. These reasons have nothing to do with the product’s features; think about what your customer wants. For example, if you are selling holiday villas, say something like:

“If you want to take advantage of the comfort of a luxury apartment, enjoy the Mediterranean sun and save money on your summer vacations, then this might be the most important letter you’ll ever read”

  1. EXPLAIN YOUR UNIQUE SELLING PROPOSITION. This is the specific benefit that differentiates your product from all the others. At this point, you must mention your USP in one or two sentences. You will explain the details later in the sales letter.
  2. PROVE YOUR CREDIBILITY. The most important thing to sell on the internet is credibility. Your readers have to trust you before they will buy anything from you. Give them three reasons why they should believe you. Try to prove that what you say is true.
  3. EXPLAIN THE FEATURES AND BENEFITS OF YOUR PRODUCT. Explain how your product will improve your reader’s life or how it will solve a problem. The more detail you can provide, the more convincing your copy will be.
  4. PROVIDE MORE DETAIL ABOUT YOUR PRODUCT. Here is where you can tell the reader everything about your product. Use as much space as you need. Write until you get bored.
  5. INCLUDE CUSTOMER TESTIMONIALS. In order to continue establishing credibility, mention testimonials of customers that have already bought from you and enjoyed your product. Have them mention what they liked most about the product instead of making general comments like “I really loved your product…” or something similar. Mention at least five testimonials.
  6. ELIMINATE THE COMPETITION. You eliminate your competition by giving your reader the information they need to see that your product is superior. Mention the elements where your product is excellent and much better than your competition.
  7. BUILD VALUE. To build value in your offer you have to let your readers know that your offer is so good, that they cannot refuse to take it. One way of doing this is to compare the value of your offer with the normal value of your product.
  8. PROVIDE A SUMMARY OF EVERYTHING YOUR CUSTOMER WILL RECEIVE. Make sure your reader understands everything he is going to get from you.
  9. MENTION THE PRICE OF YOUR PRODUCT. Mention the regular price and the sale price of your product. The regular price must be crossed out and the offer must follow.
  10. LIST YOUR BONUS PRODUCTS. The objective is to prompt immediate action by offering something extra. With this strategy, you are also adding value to your product. You can also try to create a sense of urgency by telling that the bonuses will only be available for a short time.
  11. OFFER A STRONG GUARANTEE. The strongest guarantee you can offer is a “money back” guarantee. The willingness to offer your product at no risk will generate a lot of trust and confidence among your readers. You have to honour your guarantee for any returns you may get, but you can be sure that the sales you will generate with this strategy will be by far outnumber the number of returns.
  12. RE-EMPHASIZE YOUR GUARANTEE. Remove all elements of risk by closing your sales copy with something like:
    “You don’t have to decide now if this product is for you. Just get it and try it out. If it doesn’t do everything I say and more, if you don’t save money, or if your business doesn’t improve, or if your life isn’t better, or if you don’t absolutely love it, just let me know and I’ll give you every cent of your money back! So you have nothing to lose and everything to gain.”
  13. TELL THEM HOW TO ORDER YOUR PRODUCT. Provide detailed instructions about how to place the order.  This is also known as the “call to action”.  This part is crucial!  If you don’t ask, you won’t receive.
  14. SIGN THE LETTER. Use your full name and title.
  15. CLOSE WITH A “P.S.” Use this part to emphasize the most relevant points of your letter.
    Remember that this will be a long sales copy that will take your readers some time to read. With this in mind, you must work on the format and design of the copy so that it is as friendly as possible. Highlight the most important statements, so that the letter can also be read in one or two minutes.
    Feel free to leave your comments and feedbacks


  1. Excellent, very well written account of a process that seems to be a mystery to many. I had picked up the book also a couple weeks ago but hadn’t made time to read it… but I certainly will now.

    Thank you!

  2. Wow..nice input Aurelius!. I agree with you that long salesletter should be better than short letter..but it depends on what is a products and services we offer right?

    Sometime i look great website just put short text but it sales..maybe because of support with video or audio on their website replaces the long salesletter..what do you think aurelius?


    http://www.graphicsalien.com – You visualize i’ll make it done

  3. New to this forum, and am extremely grateful to have found it. This was one of the more concise, yet detailed ‘blueprints’ to use as a guideline that I have seen.

    Many thanks for all,

  4. What a great article! So many people need this information; all too many people just put “junk” writing on their sites and think they will get sales or members. If everyone would follow your advice, there would be many more quality sites out there.

    Thanks again for this great article, and I will be telling all my members about it!

  5. Well, what can I say Aurelius?
    Once again you have out done yourself.
    So much great advise to easy to follow for a newby like me. LOL
    I really enjoy and look forward to all your great writings.

    Keep up the GREAT work!! :)

  6. Thanks guys! :)

    Zaizen – short copy is used for product catalogues like amazon.com. It would be silly to put a long salesletter for each and every product Amazon has.

    I’m not an “expert” in copywriting but I know what works. There should be no “limit” to the number of pages of your salesletter. In actual fact, when people come to your site, they’re skeptical (well at least for direct response sites). So the more you explain and detail your product/service, the less likely they’ll be skeptical because all the “FAQ” they have in their head is answered on the copy.

    Stuart – when did you send a “write up”? I have enabled my blog to automatically approve all comments.

    Jay Cheung – Short copy would be suitable for your type of site; like what Amazon.com do. What would be even better is if you research your competitors (those that are doing well in your market) and see how they do it.

    Thanks again!

    – Aurelius

  7. Hi Aurelius,

    Great guide on writing a sales copy. As a copywriter myself, I can really identify with these techniques and I’m sure it would definately benefit those who are just getting started in Internet marketing.

    Having the ability to write a good sales copy is really an essential skill. Imagine how much money you will be able to save when it comes to hiring a professional copywriter.

    Good stuff!



  8. Hi Aurelius,

    I just wanted to give a quick comment regarding your “comments” link. :)

    Maybe it’s just me, but I think it would be nice to have it also (or only?) at the bottom of a post.

    Usually I read the post first and then want to give feedback. So… if it’s only at the top, I have to scroll up again (yeah, I know… lazy me ;)).

    Best regards,

    Frank Bauer

  9. Aurelius; I keep up with your Blog every week, some times
    twice. I know there is going to be valuable content there
    that I will need to reference later. This current writing on conversion tactics is a good example of that.
    Thanks Ray Ross

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