12-Step Foolproof Sales
Letter Template
by David Frey
Yr sales letter must overcome yr
reader’s buying resistance & persuade
them to take action. Whether it’s in
person or on paper, the process of
overcoming buying resistance is the
same. Hurdles are spoken & unspoken:
1. “You don’t understand my
problem”
2. “How do I know you’re qualified?”
3. “I don’t believe you”
4. “I don’t need it right now”
5. “It won’t work for me”
6. “What happens if I don’t like it?”
7. “I can’t afford it”
Effective sales letters must address
some or all of these objections. This
template overcomes each objection in
a careful, methodical series of
copywriting tactics. The 12 steps:
1. Get attention
2. Identify the problem
3. Provide the solution
4. Present your credentials
5. Show the benefits
6. Give social proof
7. Make your offer
8. Inject scarcity
9. Give a guarantee
10. Call to action
11. Give a warning
12. Close with a reminder
Each step adds to reader’s
emotions while calming their fears.
Motivation - An Emotional Thing
We buy based on emotions &
justify our purchase based on logic
only after the sale. So each step in the
sales letter process must build on
reader’s emotions to where they are
motivated to act.
Only 2 things motivate people: the
promise of gain or the fear of loss.
Fear of loss is the stronger motivator.
Would you rather buy a $50
course on “How to Improve Your
Marriage” or “How to Stop Your
Divorce or Lover’s Rejection?” Stats
prove the 2nd title outsells the first 5 to
1. Why? It addresses fear of loss.
Underlying promise of gain & fear
of loss are 7 “universal motivations”.
Position any product or service so it
provides 1 or more motivation:
1. To be wealthy
2. To be good looking
3. To be healthy
4. To be popular
5. To have security
6. To achieve inner peace
7. To have free time
8. To have fun
Ultimate motivations are what
people really want. Yr product is just a
way to give these benefits. Always
focus on these motivational factors.
Fool proof resistance.persuade.