21 Step Sales Letter Formula by Perry Belcher

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For the longest time I have struggled with sales copy, it's definitely not my strongest point when marketing online.

I have struggled with this for a few years now and taught myself, as best I can, copywriting techniques, but the problem is there's a hell of a lot of information and best ways to do copy writing.

One huge thing I have learned is that a salesletter is not written, a sales letter is built one step at a time. And that's where a formula definitely comes in handy.

I managed to find a great formula that I now use and will be converting all my sales letters to from one of the all time great internet marketers Perry Belcher.

So here it is for you to use:

Perry Belcher's 21 Step Sales Letter Formula


1. Call Out To Your Audience

Address your target audience (Attention: insert your audience here) at the top of your sales letter.  This lets the reader know immediately they are on the right page, so essentially this is your first YES,  and you want to get your reader to say YES, mentally, as many times as possible.

2. Get their attention

Grab the attention of your reader with a great headline that speaks directly to them.  E.g. How to Lose 10 Pounds in 10 Days Quickly And Easily

3. Backup the big promise headline with a quick explanation (sub-headline).

The sub headline gives the main headline more support e.g. Lose Weight Without Giving Up The Foods You Love

4. Identify the problem.

Identify the audience (who they are, how they feel) or tell a story about a problem, a struggle, or a challenge you might have had in the past.

5. Provide the solution

Reveal the solution to them, which is your product and explain why it's the best option out there.  remember there are lots of other people who have similar products so ask yourself how you can stand out from everyone else.

6. Show pain of and cost of development

Let your audience know the pain and cost you and others went through to develop the solution to the problem. Establish empathy and affinity with your audience.   

7. Explain ease-of-use

Let your readers know just how easy it is to your your product or service.

8. Show speed to results

Give your readers a typical timeframe in which to expect their desired outcome.

9. Future cast

Let the reader imagine what their future could be like if they were to solve their problem.  in your writing use as many of the senses as possible e.g.

Imagine what it would feel like if you could enjoy shopping for clothes that were two sizes smaller, how would that feel inside.  You look in the mirror and you feel amazing.  Your friends all tell you how great you look, how would that feel? And even better, you could walk past the bakers with all the wonderful smell of fresh doughnuts and cookies and not even think twice about entering.

10. Show your credentials

Establish your credibility and demonstrate your expertise.

11. Detail the benefits

Use bullet points to list the benefits of your product or service.

Remember that benefits are not the same as features, people want to buy an outcome not a product or service.  So think about this when you're writing the benefits e.g.

They're not buying a weight loss product they're buying a sexy body

12. Get social proof

Use outside authority or third party validation (example: research statistics, quotes from credible or authoritative sources,  case studies, etc.)

13. Make your offer

Tell them exactly what they are getting for the price of your product or service.

14. Add bonuses

Adding bonuses will often increase the perceived value of your product or service, but don't go overboard with lots of bonuses and make sure your bonuses are worth the same as the cost of your program or higher.

15. Build up your value

Build up the value of your offer. Tell them how much everything is worth.

16. Reveal your price (pop by button)

Add the prices of your product and bonuses together to calculate value, then reveal price that’s much cheaper. Explain why the price is what it is and why it is such a great value.

17. Inject scarcity (if any)

Offers that don’t have scarcity don’t sell as well, but it needs to be genuine or you will hurt your business credibility. (example: change the price, limited time, take away a bonus,  ie. bonuses only available at the end of this call, webinar, XX # of  days long product launch, etc.)

18. Give guarantee

Remove, eliminate, reverse, take out perceived risks. Longer guarantee = less returns.  Your buyer wants peace of mind in a skeptical world e.g. 60 Days Risk Free

19. Call to action

The call to action is a command. Be specific and tell them exactly what to do. Use visuals, screenshots, and other tools to guide them to do the next steps until completed.

20. Give a warning

Warn them against the consequence or what’s going to happen if they don’t buy.  ( If you don’t take action now, you will be in the same boat as last year, with the same if not more amount of debt, lost profits, living out of your car, etc. )

21. Close with a reminder

Recap the whole offer and remind them what they are getting. Summarize the problem, the solution, the offer, the guarantee, and the benefits and consequences they will be experiencing.

Then….. After You’re All Finished Reviewing Your Presentation, Ask yourself these questions outloud:

Did you grab your readers by the throat with your headline?

Did you clearly explain that you understand their problem?

Did you show them so much proof that they can’t possibly doubt what you had to say?

Did you show features and benefits to your offer that included the word ‘so’ in each line?

Did you ensure your prospects that your product will be very very easy to use?

Did you ensure to your prospects that your product would work very quickly to solve the problem?

Did you clearly explain the pain of the experience by not accepting your offer?

Did you demonstrate incredible value in your offer so much so that your prospect would feel stupid by not buying your product?

Did you Give Them A Reason To Buy, Right Now????


I think if all you did when writing sales letters was follow the steps above you would improve your conversions dramatically.



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About the author

Steven Aitchison

Steven Aitchison is the author of The Belief Principle and an online trainer teaching personal development and online business.  He is also the creator of this blog which has been running since August 2006.