There are a variety of elements to any direct mail or website sales letter, some of which should NEVER be forgotten. Here’s a handy checklist of 21 elements that should always be present in a sales letter. Check your latest sales letter today to make sure there’s nothing missing.
- No headline on letter
- Not enough benefits
- No P.S.
- No signature, or signature is a squiggle
- Black or other colour than blue signature
- Typeset, slick-looking lift letter
- No guarantee
- Weak teaser or headline
- Exaggerated claims (you must establish credibility)
- Confusing mailing (lots of separate pieces, offer not clear, etc.)
- Copy is too short – not enough reasons to buy
- Copy is boring
- Long paragraphs – should be five sentences or less
- Few or no subheads
- No free bonus
- No close
- Copy doesn’t flow logically from one paragraph to next
- Disrespectful of reader, or presumptuous, “I have no idea what your income is…”, “You’re probably broke right now…”, “I’m guessing you’re pretty cack-handed at DIY just like me…”
- No price testing
- Weak or non-existent bonuses
- Too many type faces, too much fancy graphics.