Having a structure in place saves you loads of time when writing. Instead  of diving in deep and facing the daunting task of writing without having a clue. A structure helps break your sales letter into smaller, more manageable parts for you. All of a sudden its not so scary anymore!

Here’s a simple guide to building your sales letter.

Structuring Your Sales Letters

The Headline

Whenever you’re writing copy, the headline is the most critical part of your content. In your sales letter, begin with the biggest benefit you have to offer. Remember, it’s got to be compelling enough for the reader to continue reading.


Never, ever start your sales letter with “Dear Customer” or “Dear Friend”! It’s impersonal and demonstrates your laziness in not finding out their names. Find out what the names of your recipients are and address them by name in your letter.

1st paragraph

You might be tempted to start telling a story here and to set the scene for the rest of your letter. Don’t! Get to the point here. Open with your main benefit. Or engage your prospects from the beginning by asking a question.

Main body

I’ll assume you’ve already presented your main points and mentioned at least one of your benefits. The main body is where you need to build on your main points and back up them up. Use statistics, studies and other relevant research to show the value of your product.


Here is where you turn on the social proof. Include testimonials to let your prospects know how others have been using your product. And what their experiences have been. This also breathes life into your letter and demontrates how others have taken the plunge and bought your product

Call to action

Tell your readers what you want them to do next. Your call to action should be geared towards what you want to achieve with your letter. Don’t assume that it’s obvious for them! If you want more orders tell them; “Place your order today!”

The Postscript (PS)

Always include a postscript in your letter. There’s a chance prospects will only scan your sales letter. And your PS will be one of the things that will grab their attention. Therefore it’s critical you include your offer or call to action in the postscript.

As with any copy you write, remember the 7  Essential Ingridients for Copywriting Success. If you found this post useful, I’d be very grateful if you’d help spread it by emailing it friends, or sharing it on Twitter or LinkedIn. Cheers!