A sales letter is a written document that aims to convince the reader to take a specific action, such as ordering a product, signing up for a service, requesting more information, or scheduling a consultation.
Sales letters can be sent via email, direct mail, or online platforms. They can also be used as landing pages, sales pages, or web copy. Sales letters are different from other types of marketing content because they focus on the benefits and value of your offer, rather than the features and specifications. They also use emotional triggers, storytelling, social proof, urgency, and scarcity to motivate the reader to act.
However, not all sales letters are created equal. Some sales letters are more effective than others because they follow proven formulas and principles that have been tested and refined over time. These formulas and principles are based on the psychology of persuasion and influence, as well as the best practices of copywriting and marketing.
In this article, we will explore five sales letters that every marketer should know and use. These sales letters are:
- The AIDA sales letter
- The PAS sales letter
- The SLAP sales letter
- The PASTOR sales letter
- The QUEST sales letter
We will explain what each sales letter stands for, how it works, when to use it, and provide examples of each one. By the end of this article, you will have a better understanding of how to craft powerful and persuasive sales letters that can boost your conversions and sales.
The AIDA Sales Letter
The AIDA sales letter is one of the oldest and most widely used sales letter formulas in the world. It was developed by E. St. Elmo Lewis in 1898 and has been used by countless marketers and copywriters ever since. The AIDA sales letter stands for:
- Attention
- Interest
- Desire
- Action
The AIDA sales letter works by following a logical sequence of steps that guide the reader from being unaware of your offer to being ready to buy it. Here is how each step works:
Attention
The first step of the AIDA sales letter is to grab the reader’s attention with a catchy headline, a compelling opening sentence, or a striking image. The goal is to make the reader curious and intrigued enough to read further. You can use various techniques to capture attention, such as asking a question, making a bold statement, telling a story, using a testimonial, or making a promise.
For example, here is a headline that uses a question to capture attention:
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Interest
The second step of the AIDA sales letter is to generate interest in your offer by explaining what it is, how it works, and why it matters. The goal is to make the reader want to learn more about your offer and how it can solve their problem or fulfill their desire. You can use various techniques to generate interest, such as providing facts, statistics, benefits, features, stories, testimonials, or case studies.
For example, here is an opening paragraph that uses facts and benefits to generate interest:
Did you know that there are thousands of people who make money online every day without any experience or skills? They don’t have to work for anyone else, they don’t have to commute to an office, they don’t have to deal with stress or deadlines. They simply follow a proven system that allows them to earn passive income from anywhere in the world.
Desire
The third step of the AIDA sales letter is to create desire for your offer by showing how it can help the reader achieve their goals or solve their problems. The goal is to make the reader feel emotionally attached to your offer and imagine themselves using it or enjoying it. You can use various techniques to create desire, such as using sensory words, painting a picture, creating contrast, invoking fear or pain, or offering guarantees.
For example, here is a paragraph that uses sensory words and painting a picture to create desire:
Imagine waking up every morning with money in your bank account. Imagine being able to work from anywhere you want - your home, your favorite coffee shop, or even a tropical island. Imagine having more time and freedom to do what you love - travel, spend time with your family and friends, pursue your hobbies and passions.
Action
The final step of the AIDA sales letter is to prompt action from the reader by telling them what to do next and why they should do it now. The goal is to make the reader take the desired action as soon as possible before they lose interest or change their mind. You can use various techniques to prompt action, such as using clear and specific instructions, creating urgency and scarcity, offering bonuses or discounts, or using a call to action.
For example, here is a paragraph that uses urgency and scarcity and a call to action to prompt action:
But hurry, this offer is only available for a limited time. If you don’t act now, you will miss this opportunity to make money online without any experience or skills. Don’t let this chance pass you by. Click the button below and get instant access to the system that will change your life.
The PAS Sales Letter
The PAS sales letter is another popular and effective sales letter formula that has been used by many marketers and copywriters. It was developed by Dan Kennedy, a legendary copywriter and marketer, and has been adapted by many others. The PAS sales letter stands for:
- Problem
- Agitate
- Solve
The PAS sales letter works by focusing on the reader’s pain point and showing how your offer can solve it. Here is how each step works:
Problem
The first step of the PAS sales letter is to identify the problem that the reader is facing and empathize with them. The goal is to make the reader feel understood and validated, and to show that you know what they are going through. You can use various techniques to identify the problem, such as asking a question, stating a fact, telling a story, or using a testimonial.
For example, here is a headline that uses a question to identify the problem:
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Agitate
The second step of the PAS sales letter is to agitate the problem by making it worse and showing the consequences of not solving it. The goal is to make the reader feel frustrated, angry, or scared, and to increase their desire for a solution. You can use various techniques to agitate the problem, such as exaggerating the pain, using emotional words, creating contrast, invoking fear or pain, or offering guarantees.
For example, here is a paragraph that uses exaggerating the pain and emotional words to agitate the problem:
Writing sales letters can be a nightmare. You spend hours staring at a blank screen, trying to come up with catchy headlines, compelling stories, and persuasive calls to action. You waste time and money on trial and error, hoping that something will work. You end up with sales letters that are boring, generic, or ineffective. You lose customers, sales, and profits.
Solve
The final step of the PAS sales letter is to solve the problem by presenting your offer as the best and only solution. The goal is to make the reader feel relieved, excited, or hopeful, and to convince them that your offer can help them achieve their goals or solve their problems. You can use various techniques to solve the problem, such as explaining what your offer is, how it works, and why it matters, providing facts, statistics, benefits, features, stories, testimonials, or case studies, creating contrast, offering guarantees or bonuses.
For example, here is a paragraph that uses explaining what your offer is and how it works and creating contrast to solve the problem:
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The SLAP Sales Letter
The SLAP sales letter is another powerful and effective sales letter formula that has been used by many marketers and copywriters. It was developed by Perry Belcher, a renowned copywriter and marketer, and has been adapted by many others. The SLAP sales letter stands for:
- Stop
- Look
- Act
- Purchase
The SLAP sales letter works by following a simple but effective process that leads the reader from being unaware of your offer to being ready to buy it. Here is how each step works:
Stop
The first step of the SLAP sales letter is to stop the reader from scrolling or clicking away with a catchy headline or an eye-catching image. The goal is to make the reader curious and intrigued enough to read further. You can use various techniques to stop the reader, such as asking a question, making a bold statement, telling a story, using a testimonial or an image.
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