Writing the Heart of Your Online Sales Letter

online sales letter

In a previous post, we discussed how to write the opening of your online sales letter. In this post, we get into writing the body.

1. Introduce your solution through your product or service.

You may want to show your prospect some other alternatives before moving in with your own, but show them to be somewhat less viable than yours.

For instance:

“Sure, you can attend a seminar but UNLESS you have deep pockets, this option is rather expensive.

And guesswork? Forget it. You don’t have the risk tolerance for more financial mistakes and no more time to waste!

So what’s the best solution?

Introducing [Your Name Product Here]…”

2. Put all your benefits in bullet form.

There is no neater way than to highlight all the benefits of your product or service out in bullet form (spaced out in between) like:

  • Insert benefit #1
  • Insert benefit #2
  • Insert benefit #3

Important: Don’t confuse benefits with features. Features are facts and details about your product. Benefits are what the product can DO for your prospect.

For example:

Feature: The product comes in PDF format.

Benefit: You can download the product instantly and not have to wait for it to arrive in the mail.

Feature: The ebook is 40 pages long.

Benefits: My manual isn’t full of fluff, hype, and “beat around the bush” material. You get only what you need to know from my manual and I promise you all your guesswork will be eliminated 40 pages later.

3. If you are running a membership site or the product has a lot of components to address, divide the benefits section into several easy-to-read portions.

You will do well to table the components and sections of the benefits accordingly. For instance:

Component 1: The Resell Rights Library

Every month, you receive 10 brand new products with Master Resell Rights. I guarantee you’ve never seen them before, because we are taking the liberty of producing the products straight from our hot hard drive! And you can resell these products at any price you wish and keep 100% of the sales… no profit sharing involved!

Component 2: Online Sales Letters & Graphics Pack

With each of the new products, you also receive a professionally written sales letter complete with mini site graphics to help you sell the products for you!

4. Give only hints of the benefits, but don’t give the secret away!

When you give the secrets or the contents of your product away in your online sales letter, there really is no point in prospects buying your product… because all the core information is readily available in your sales letter, or at least that’s what your prospects think.

Also, don’t make it easy for people to guess your contents or secrets.

For example:

  • Discover the one little trick you can use to maximize your conversion rate… just by adding this ONE word to your headline!


  • How to use G_________ to build your mailing list at ZERO COST!

5. Stress what’s in it for your prospects, and don’t talk about yourself too much

In other words, refrain from using too many “I”s and more of “YOU”s in your benefits. Generally, people don’t like self-centered people (even if they are themselves).

Previous ArticleNext Article
The IM Dojo is the place for you to learn how to build your Internet-based business or learn how to use the Internet to market your offline business via content on the site as well as the courses in our online business training center. The IM Dojo founder Chris Lockwood has been making a full-time living online since 2002. His business career includes information marketing, copywriting, building funnels, membership sites, Kindle publishing, blogging, speaking at various marketing events, coaching, affiliate marketing, and e-commerce.

Leave a Reply

Your email address will not be published. Required fields are marked *