Sales Letter Conversion Blueprint

Hey, it's Ben Murray here and in this blueprint you're going to get by 15 step process for crafting a high-converting sales letter!

You can apply this to VSLs, written sales letters, or use some of the material for blog posts, email swipes, and more.


Before I reveal the 15 step process, it's important to learn what this system is based off of and the founding ‘AIDCA' principles

AIDCA stands for: Attention, interest, desire, conviction/evidence, action, and whenever you are trying to persuade someone to do something in your writing, try to follow this format. So let’s break these down.

Attention. When you start out an email, blog post, sales copy, etc, you need to capture your prospect’s attention first. Too many marketers skip right to why they think their service or content will be interesting and don’t clearly establish what the content is about. For best practices, make the headline all about the consumer, and if they give you their attention, what value will they be getting back?

Interest: Get them interested in what you have to say so they will invest more of their time into listening or reading what you have to say. If selling something, this is the place to outline the pain they may be feeling that your service can solve. We often see large insurance companies building interest by developing funny storylines or interesting characters with personality to keep the viewer engaged.

Desire: This is where you build the desire for them to take whatever action you intended with your content whether its investing n your product, click your affiliate link, or something as simple as follow you on Facebook. This is the place where you list the benfits of your product and how you are going to improve your prospect’s life.

Evidence/Conviction: This is the place where you provide proof if needed, such as case studies of your product, before and after photos if you are selling weight loss items, testimonals and social proof that what you are marketing to works.

Action: This is when you ask them to take action and purchase your product, or download your podcast. It’s not enough to build up desire and interest and assume your prospect will go ahead and buy your product. You need to command the,m what to do next whether it’s click the buy now button, or pick up your phone and dial XXX to receive your 19.95 copy of. X product.

So from now on, whether it’s an email, post, or sales letter, think about formatting the content in the AIDCA format.

For our sales letter however, we’re going to dive even deeper into more specifics on what exactly you should say.

Step #1. The Headline

The first, main section of your sales copy is the headline, which can be broken into three parts.

Like I mentioned before, your prospects will give you about 3 seconds of their time to decide if they should continue investing more time into what you are offering so coming up with a winning headline whether it be in your sales page, copy, blog post, or direct response email is essential.

The purpose of your headline is to make your user take action and keep reading.

First the main headline , not the preheadline or subheadline, should include the big benefit or desire you are appealing to and try to include the following: End Result Customer wants + Specific Period of Time + Address the Objections
You don’t need all 3 all the time, but usually all 3 together will do wonders.

Your main headline you need to be clear about what you are going to offer. Clarity will always trump funny or whitty headlines. You need to grab the reader’s attention by clearly identifying the problem and what’s in it for them. To get them to invest more time into reading your copy, you need to make it about the customer’s pain or desire to pull them in.

To make great headlines just remember the 4 Us.

These are:
Urgency or to give the prospect a reason to desire the benefit now unstead of later
Usefulness- should communicate something of value to the procspect
Uniqueness, suggest what it’s offering in some way different than your competition
Ultra specificity- show specific benefits for what the customer is about to receive

The best, highest converting headline will most likely be a ‘How’ headline so for example:

1. how

For example “How to Finally Get Him To Commit to You in 1 Week From Now

You should split test all yoru headlines against the ‘how’ headline.

Other good headlines types include:

The ‘List’ For example

7 Ways to See if He’s Ready to Committ to You where we are listing items in numbers.


For example: Why Is He Still Not Ready to Committ To You?


“I finally Got Him TO Committ to Me!”


“What to Say to Finally Get Him To Committ”

If.. Then

If He’s Showing These Sings, Then He’s Ready to Committ To You

Again, start with the ‘How’ headline with the major desire, then split test different types agains that.

Remember that your main headline should never do the following:
1. Be conventual or boring. The prospect will save his time and choose another article to read.
2. trick or mislead. Don’t write something like ‘pictures of yoru mom’ for the subject in an email headline then in the body write “ha just kidding, but I wanted to tell you about this product..
3. Don’t tell your prospect exactly whats coming. Remember, people hate beign sold to. Instead be indirect and let them figure it out for themselves. For example, Don’t write “Find Out How to Get Rich on Facebook with my Product” write “A New Facebook Ads Technique is Giving Sky High Conversions You Can Use Today” The level of resttance to continue reading further is much higher for the first one, and sendon it doesn’t even seem that believable yet this is what so many people are doing.

In your sales letter, you can also include a preheadline, also sometimes referred to as a ‘pattern interrup’ or grabber’ and a belief headline or subheadline that follows your main one.

The preheadline is used to call out your ideal customer and give their attention fast. A pattern interrupt is commonly used in neuro linguistic programming and is used to break the flow of a persons state of mind for a positive effect. It is used to get the prospect to stop thining about being sold to and pay attention to what you have to say.

One of the best pattern interrupts I’ve found is for a dating advice for men product called Tao of Badass on

The VSL starts by the narroratign stating his name and then showing a picture of a goldfish explaining how if you watch the video, you’ll find out how this goldfish will help you get women. This is a pattern interrupt because obviously it has the guy thinking, what does fish have to do with getting a date?

Another popular pattern interrupt that went viral was the ‘Old Spice Guy’ commercials were it showed now famous Isaiah Mustafa standing in bizarre places to start the commercial and carrying strange objects like a cake, or remodeling a kitchen to get users to snap out of the traditional fragrance ads and listen to his pitch.

Most people would start out their sales copy telling the, readers about this big problem they have to solve which screams “im trying to sell you on my product” instead, try a pattern interrupt.. especially in a very competitive market like health insures, marketing, or health.

Pattern interrupts and ‘grabbers’ are also try to call out yoru target audicne and let them know they are in the right place.

For instance, a good ‘grabber headline’ would be something like… “Attention all men 30+ suffering with type 2 diabetes… “ or “Are you a single Mom age 20-30? This instantly qualifies the prospects, speaks to them directly, and let’s them know they are in the right place to solve their issue.

The subheadline is used to support your main headline. It should make more believable, show proof, and answer how to do it without giving up everything.

For example here’s a main headline:
Get Your Yoga Practice Seen on Facebook in Less Than 2 Hours Using Less Than $100

A subheadline might be…

Triple Conversions by Switching from dying Sidebar ads to a completely new method, even if you havn’t had success with Facebook before

Also this one:

Keep Your Roses From Dying this Winter

The subheadline could be..
Revolutionary New Garding Soil Developed by Havard Botonist keeps Roses Alive and Stayign Beautiful

Step 2. The Lead

Next main section is what I call the The Leadin which you want to prove you know their problem and reveal your big solution or major overall benefit customers will be getting from your service.

Reveal the Issue

First, start be proving you understand their pain and major problem and try describe it better than they can.
By showing you understand the customer’s pain, it shows it creates empathy because it shows you identify with them.

When outlining the major problem they are having, try to express it in their words, or how they would say it if they were talking to you one on one. To do this, go back to your customer avatar notes and try to express the issue as they were expressing it to you.

By describing the issue as good if not better than the person visiting your site, they will psychologically believe that you already have the answer to their issues.

To really psychologically connect with your prospect, not only tell them about the issue, but make it even worse than they thought.

For example, if describing issues of having an unfit tummy if trying to sell an ab product, don’t just tell them the obvious (ie it’s unattractive, but really dive in and let the, know something like too much belly fat is dangerous to your health)

Or if your obese let them know that not only is it unhealthy, it’s goingt o cost you time off yoru life you could have spent with love ones or you won’t get to see your grandchildren grow up.

Make sure to let them know what they are going to lose if they don’t do something about this big issue in their life. It is proven that people will fight harder to prevent loss than to gain something. Thi sis known as loss aversion and again, comes from how we reacting emotionally and not rationally toward sales and money.

Reveal the Major Benefit

Next, you want to reveal the big solution and major benefit you will be providing them.

First, deliver a major overriding benefit for your product or service offers.
or instance if selling a digital tablet, your overriding benefit may be that the user will become an techy cutting edge guy”

Or if buying an ab machine your overall benefit is how sexy he/she will become after using it.

Remember, you’re focusing on the benefit that is going to be delivered, not the products features or even it’s name really.

At most stick to three top features or benefits user will get. Don’t overwelm. Force yourself to come up with a 30 second quick elevator pitch for your product. Make it clear and concise in as little sentences as possible. Then you can eloborate into more detail once the customer identifies this is for them. Think fo the main benefit first , solution then dive into the cool features later on.

When describing your main benefit, try to include the following:

Speed of use or how easy it will be to use.

These things give the prospect less things they have to believe.

Also if appropriate, how it will benefit their future, include how their future will be better when outlining your solution. Use ‘future casting’ or force them to mental picture themselves using it in the future. So something ike “imagine taking off your shirt at that next party and revealing a toned, sexy set of flat abs.”

If appealing to a guy trying to get a date futurecast and say something like “imagine you walking through the door, arms locked that special someone to meet your friends and their less beautiful girlfriends.”

Step 3. Qualify Yourself

Another important factor you need to address in you sales copy is credibility to establish trust, lower risk factors, and help show authority in your industry.

People listing or reading your sales pitch need to known quickly why they should believe you and why you’re qualified to be selling them this product.

First, list why you are credible to sell this product and what accomplishments or breakthroughs you or yoru team have made in this industry. If you’re selling nutrition information and you have some sort of degree in nutrition, you better include it.

If you have worked with big brand names or trusted celebrities or authority figures, include their logo or a quote from them. Making a spot of big brands or trusted symbols is an excellent way to establish credibility fast.

When establishing credibility however, never be the one to brag about yourself. Always make it come from someone else. For example instead of “I’ve been featured on Forbes and Wall Street Journal” say “Forbes and the Wall Street Journal recently said x about me..”

Let others do the bragging for you.

Another way to establish authority is to Include an i testimonials about you, the business, or product.

Never stack testimonials in a row because people will be likely to skim over them and read one or two. Highlight some of the best by itself so people will be more likely to take time and read it. Don’t include all your testimonials in the credibility section either, save some of these for later which we will discuss.

Step 4. The Benefits

Next is to outline the benefits of your product. These should list all the additional benefits the user will be getting from your product you didn’t mention in your Lead or Headline section.

Often times copyrighters will outline benefits in bullet points. When outlining the benefits however, like before, you need to focus on your customer and not you or your product.

If you were going to sell a microwave to someone, you wouldn’t focus on describing its color, the length and width of it or even technical features. Describe how it’s going to benefit your prospect like how he/she will be able to prepare food faster, never worry about cleaning up. Focus on the benefits and don’t get them mixed up with features or specifications.

For example if you were trying to sell a pen to someone:
Instead of sold in Packs of 5 – write: conveniently sold in packs of 5 so if you lose one by mistake, you know you will have backups ready to go

It is 7 ½ inches long with .25 diameter write- its sleek, slender shape makes it easy to grasp and comfortable to write with

Contains a spring mechanism in it’s core: Spring mechanism makes it easy to open an close the pen tip so you don’t get ink on your pants or shirt.

Instead of contains 2 gb of data write: Instantly have access to over 1000 songs in your pocket.

You can always address technical questions in the FAQ section of your copy.

When using bullets you need to alternate between specific bullets and blind bullets.
Blind bullets don’t give the specific benefit, but let the user know that if they purchase the product they will get it.

A specific bullet would be “Our shoes are made of real, black leather that will make you stand out and be stylish”
For example: a blind bullet would be: This secret material in our shoes will make you stand out and be stylish, you won’t believe what it is!

Throw in a mix of both specifi and blind bullets.

Step 5. Validation and Proof

This is the place were you have to provide certain proof your product works. Ways of doing this include case studies, social proof, and testimonials from users of the service.

A great way showing your product actually works is a case study or two about how a consumer tried the product, and the success they had afterwords as a result., or if you have a software product, a video of it actually doing what you claim it should.

Using social proof including testimonials is another great way of establishing credibility and increasing trust.

The reason why social proof works well is because it signals to other people that you are preselected – meaning that people have already taken the time to look into you and decided they like you.  This saves other people time and energy in making a decision by thinking,

Screen shots or iframe clips of people commenting on your product in Facebook or Twitter is great.

Use social proof and testimonials on every page of your marketing from sales copy all the way to your order page. Basecamp uses them not just on the main sales page, but all the way through until the order page.

Include testimonials here as well, as mentioned before, make sure not to just stack these as people will gloss over them, and to highlight the main befefit the user got from the testimonial as the headline like discussed before.

If possible, video testimonials and testimonials with the speaker’s picture convince much better than text on a page. Today, there are just too many fake testimonials everywhere so you need to provide absolute proof real people are actually using and liking the product.

Step 6. Next is to Make An Offer

This is when you let prospects know that they can get access to your solution or system today, but don’t reveal the total price just yet. Just let them know they can get the desire they want and pain stopped through your product or service. It’s ok to hint what a great price… maybe like “today you can get access to my secret ab system, and I think you’ll be extremely surprised in a good way when you see what you can get it for today”.

There is where your going to reveal your product or courses name if you havn’t yet and introduce the program. This section shouldn’t be very long.

Step 7. Bonuses

After letting prospects know they get get access to your product, you need to increase intrinsical value by adding on bonuses if you have any to offer.

Why bonuses?

First bonuses are a great substitute for ‘discounting’ your price. Sure discounting can result in 3x as many sales in a single day, but te long term damage of ‘discounting’ your products and services over a long period is often not worth doing it.

Once you start discounting, you and your customers get addicted to it. Firs, once you train your prospects to expect a discount of your products, they won’t buy without of it. (Think JCPenny sales crisis)
Even the thought that there may be a discount will stop a customer from buying because they wil search online to see if its being sold somewhere like amazon for cheaper or for coupon codes and delay the purchase

Also, slashing your price erodes your brands value. Think of all the terrible products that that have huge discounts. Chances are they have them because the value is low to begin with.

Bonuses are excellent because they add value and force the prospect to take action now to receive the the bonuses and additional value. That way you still get a huge sales spike as you would for discounting your products, but don’t have to subtract value or erode yoru brand.

Bonuses also play into an important state that happens in human’s known as ‘loss aversion” which refers to people’s tendency to strongly prefer avoiding losses to acquiring gains.

So what can you add as a bonus to your product?

First, never add something as a bonus that customers will expect in the full product. That’s like saying the key needed to start your car will come free when you purchase the vehicle today.

Instead, add something will enhance or add on to what you are already selling. Like how companies will send a free tour guide and restaurant list when you purchase a vacation rental place. These don’t have to be complicated. Something simple you throw in can often be the thing that sways a prospect to buy.

If you offer life coaching, a good bonus may be something simple as free 4 week email support or 1 free 30 minute skype conversation if you take action in the next 24 hours.

Step 8. Sum Up.

Next you need to sum up the offer, bonuses, and calculate the total ‘theoritical value’ of what it should be worth. This is not the actual price they will be paying, but a higher value to help anchor it against the true price.

So for example you can say…

So today, you are getting access to all 7 ‘Get Abs’ modules a $300 value, the Get Abs community forum, a $100 value, and our special bonus Nutrition Today package(a $150 value ) That’s a value of $550 dollars, but today, you can get instant access for only…

Then you can finally reveal the actual price at a much lower price than when you calculated the value of everything including the bonuses you are offering.

First, you need to decide how much to charge for your product or service.

This will largely be determined by your customer avatar, who precisely they are and what exactly they are seeking. For example, if you are serving corporate high end clients, they expect a high price because it helps back up that your product is top quality. Selling something cheap, even if it’s amazing. may turn them off because people will wonder why something is priced so low if it’s suppose to be of high value.

On the other hand pricing something for thousands when they only want a small piece of the puzzle will turn people off too.

If your targeting people with lower incomes below 30 and 20 thousands, it just wont make sense to charge One thousand plus dollars for your product.

On the other hand if you run your marketing campaign to target incomes of 100K+, chances are money isn’t an issue, and there won’t be as big of a gap between a 100 product and a 10000 product.

Also if you’ve done your homework and positioned yourself as the authority guy in your industry you can command top dollar for your services. If your more toward the ‘specialist’ or general’ category and your copy clearly reflects this, then its going to be hard to convert if you have an ‘authority’ price, but ‘generalist’ copy.

What format you provide the material will determine price as well. For instance, the same information can be sold for more if it comes in a physical product shape than just an info book.

So for example, there are tons of people trying to sell you digital programs on how to use your knowledge to make money online. Even if you position yourself as the top expert in your field, but list the program in ebook format on somewhere like Clickbank or Amazon, there is a limit to what you can reasonably expect people to pay since products in an ebook format generally sell for up to $100 at most. Charging $2000 dollars for an ebook is going to cause alarms in people’s minds ot go off.

Step 9. Reveal the Price

You should reveal the price in a way we call ‘price anchoring’ which is a psychological tactic that will make your price seem like a deal by comparing and relating it to different things. Products themselves are not cheap or expensive, it all depends on customer perception

For example, when you are shopping for big screen TV’s you might see one that is 45 inches for 1200 and another that is 42 for 700. Which one would you rather buy?
Well chances are your brain is telling you the 42 is by far the better deal, almost half off. But in realisty, that may not be a great bargin at all since the retailer set the first TV as a 1200 anchor against the second. The 700 one could be a rip off in reality.

You should apply this same strategy to your marketing and pricing.

First you can price anchor to external products and services. Ways to do this include:

1, Comparing it to a related physical product. If selling an ebook on losing weight for $30 bucks, you could say price anchor it against gym memberships by saying the average gym membership is 30 per month, a savings of $330 per year with the same results.

A great way is to compare it to Starbucks products, so if your product costs X you can say for less than the price of 1 cup of Starbucks coffee per day for a year, you can get access to our say our social media seminar.

Another way is to anchor by the dollar amount they wil be gaining buy getting this product. If it’s a SaaS application to check analytics, let them know how much they will be gaining in their business due to lost leads by investing.

Same thing works by expressing how much they will be losing in their business. If it’s a product that contacts customers who have skipped their dental appointment, let them know that they are losing something like 3,500 in missed appointments per year by not paying 30 per month for your application.

You can also anchor in time saved too. Let them know if they did this job by themselves, how much time they would save. If your time is worth 100 per hour and this saves you 3 hours per day, that’s a total savings of $3500 per month by investing in our solution.

If you have established yourself as an authority in yoru industry, let customers know what one hour of your time consulting one on one would be. For example, I normally charge $3000 per hour to teach the same exact material you will be getting in this course for only $97.

Another price anchoring strategy involves anchoring your own product. Just like how Starbucks as a small, medium, and large cub of coffee you should consider having a high low, and possibly mdeiu, teir for your product. This will help anchor the price to the medium offer. You often see SaaS application have a bronze, silver, or gold solution for customers to choose from.

Step 10. Scarcity

Next is to include scarcity. If some sort of scarcity is not injected into the offer, it probably wont convert well.

Scarcity simply means something will be available for a limited amount of time whether it be the price, the bonuses, or even the whole offer all together.

Scarcity works because it plays into a psychological condition known as loss aversion, or peoples tendecies to strongly prefer and act on avoiding losses as to acquiring gains.

So for example, we will work harder to avoid and lose more satisfaction from losing a dollar than to gaining a dollar.

Examples of applying scarcity include:

Limited number of copies or seats for your product
Limited time the product will be available to the public
Limited time bonuses will be offered in addition to the product
Limited time the price will stay the same

The important thing about scarcity is that it is believable and you follow through with it, or it will hurt your return path and future customers.

After scarcity you need a soild guarantee to lower the risk level of the purchaser. Because of scams and poorly run businesses, the standard 1’00% money back guarantee in 30 days if not satisfied ‘doesn’t bring the same confidence to the customer as it once did.

Some ways to make an amazing guarantee include offering a longer guarantee, like a 90 day guarantee or 1 year guarantee oppose to one week, 30 days guarantee. Why? First it lowers the risk factor by allowing a longer trial period and second, helps reduce refund rates because customers know.

Think about it, have you ever bought something then returned it after a year or two years? Of course not, if probably returned it that day or that week. If you only allow a week trial period, this motivates consumers to return or refund sooner since they know they have to take action immediately or potentially lose money.

Also add more value to your guarantee like additional money back plus the purchase price if not satisfied or redo of the work or job. Would a 200% money back guarantee actually work? Of course, if actually have a great product end up converting more people than refunding as a result of your guarantee.

Make sure to include a ‘no questions asked’ section on your guarantee unless you are really losing money or your selling a very big ticket item. Doing a ‘if you provide proof that you used it, we can refund’ hurts conversions because that just adds on more they have to believe if they don’t want to lose money and have harm come their way.

Want to increase trust? One of the easiest ways is to simply tell the prospect that they can trust you, that’s it. Researchers found that placing the sentence ‘You Can Trust Us to Do the Job for You’ at the end of an auto sales end increased trust and caused viewers to rate the firm that used it higher in every major category including fair treatment which went up 20%.

If you want customers to trust you, just remind them that they can.

Step 11. Call to Action

After your amazing guarantee, it’s time to ask for the sale. The call to action is more of a command to action, you need to take your prospect buy the hand and tell the exactly what to do next. Be as specific as you can. eEven if all they have to do is click a buy now button below your text or video, say “go ahead right now and click on the yellow colored buy now button right now to get your copy of X product.

Let them know what happens after they place their purchase too, show them a screenshot of the checkout page and how to fill in their information to get their purchase. Finally, let them know how to access the purchase to. For instance, write, your id and password will be emailed to you right after we receive your purchase.

There you can log in at to access the software. There needs to be no questions or hesitation when you ask for the purchase and make this process as smooth as possible. If there is too much they have to figure out for themselves, too much work involved, and too much to believe from you… the sale may fall through.

Step 12. Warning

Next, warn them about what’s going to happen if they decide not to take action. This again plays into loss aversion. Let them know how they will be stuck without a solution to the major benefit you outlined at the top of your copy and what that will mean to them in the future.

Also, let your reader know what will happen if they decide to think about the decision and put off buying for just right now ie next time the come back the offer will be gone or the priced will be raised. So for instance if selling relationship training, emphasize how their relationship with their spouse will continue to deteriorate until it may become unfixable unless they take action right now.

If selling a B to B service, let them know how other competitors will be taking action with the product and your business will have to play catch up if you delay your decision.

Make it seem that they already have the solution in their hands, and if they don’t do this one last thing, It’s going to be taken away.

Step 14. Future-cast

Next, you need play into future casting. If they prospect still hasn’t taken acton yet, you need to highlight the major benefit they are getting, and force them to imaging their life with the desired result. Don’t future cast about them using the product and on the way to getting the results, but instead about them at the finish line with their major pain solved.

For instance if selling weight loss you can write, Take a moment to image yourself running and playing with the grandkids like you used to, before you gained all the weight. What would it mean to you to not only look fantastic, but to have the energy and passion you used to have back in your life again? Create a vivid mental image using adjective and adverbs forces them to picture theirself with the big desire they wanted.

Step 14. Summarize

Finally, Sum everything they are getting up in including the major benefits form the product, the bonuses, any major social proof points you want to highlight again, the money they are saving, and the scarcity, into one final paragraph. Then, you can do one last command to action and force them to make a decision to get the product, or to walk away without the solution.

Step 15. FAQ

However, you’re not done with your sale letter just yet, there is one more very important section too many people leave out that addresses concern, eliminates major objections, and lowers risk factor which is of course the FAQ. Just by having a FAQ at the bottom or end of your sales copy can increase conversions up to 80% and above. Even if doing a video sales letter, you need a FAQ they can at least watch.

So what questions and answers will help convert the best? First, you want to split your questions up into logistical and nonlogistical questions. Logistical questions are straightforward as they get the reader from point A to B directly while nonlogistical are more open ended.

Here is a good place to outline the technical details of your product like size, weight, amount of data it can hold, etc in your logistical questions section. Pick the questions that are obviously going to be asked as you don’t want to flood your FAQ with information less than 1% of your readers will actually care about.

Don’t just put nonlogistical questions in your copy either, don’t be afraid to address big open ended questions to help lower the risk factor like:
“Why should I buy from you instead of X competitior?”
“How do I know this will really help me?”
“How soon can I see results with this product? The more concerns you can accurately address, the more conversions you will have.


I hoped this blueprint helped you out!

The next time you're confused about what to write or say for your sales copy, just refer back to this. This is a proven system that will help you write any copy from scratch, or improve any sales letter you've written but isn't converting.