1. Headline: This is the first thing people see. The purpose of the headline is to attract attention from the right people.

2. Shocking Statement: Most people are generally in a hypnotic state, not paying attention to what is in front of them. Shock them with a shocking statement of image to get their attention. 

(Example: Did you know most people who try to write a sales letter fail miserably? It's true. Some even go bankrupt and lose their houses!)

3. Define the Problem: Defining the problem uses a formula called Problem, Agitate, Solve, which is discussed in detail in the Copywriting Secrets book. When you define the problem, you tell them in no uncertain terms the exact problem they face.

(Example: Here's the problem you face: most people think that writing a book is so hard and takes so long they can't imagine becoming an author.)

4. Agitate: You've told the problem, but that's not good enough. You want to make it hurt because the more it hurts, the more they need a solution and are willing to pay you for that solution.

(Example: (Defined problem...."which means you'll struggle with being a fat couch potato for the rest of your life and never live up to your full potential.")

5. Present the Solution: Now you introduce them to your product or service that holds the solution they need to the problem you just made worse in the last step.

(Example: ("Luckily for you, there's now a solution. Let me introduce you to the PT Test Survival Guide, a brand new book to help everyone pass their next PT Test.")

6. Use Bullets to Arouse Curiosity: Once you've introduced the solution, take your features, benefits, and meanings and use them to build curiosity and desire for your solution.

(If you want to get good bullets fast, make sure to grab your FREE Copy of the Copywriting Secrets book. Simply cover shipping and handling to you.)

7. Credibility Statement about You: Tell people about you and why you are qualified to bring them this solution.

(Always answer this question: Why You?)

8. Proof: Proof answers the question "Why Should I believe in you?" Use your testimonials and endorsements now. Use whatever you have at this point (statistics, quotes, government studies, etc.) to establish proof.

(Pictures are some of the most powerful ways of showing proof, but it's also heavily regulated. That's because it's very easy for people to fake credibility + proof images.)

9. Sum Up the Offer and Give Price: In this section, tell them exactly what they're going to get, when they're going to get it, and how much it costs.

(Example: This is a six-part coaching program that starts on this date. It will be delivered weekly. There will be time for Q & A. All for this price.)

10.Bonuses and Pot Sweeteners: If you have bonuses, special savings, extra service included, or anything else to put them over the top, this is where you tell them about it.

(Example: This is where you throw in something extra such as a bonus report, an individual consultation with you, or anything that will make them feel like they are getting a fantastic deal on your offer.)

11. Guarantee: The guarantee is where you take away the risk. It can be a paragraph or a single sentence.

(Example: Not only do we guarantee this unconditionally for 30 days, but if it doesn't show you exactly how to pass your next PT Test, if it doesn't help you to get in shape in the next two weeks, if it doesn't give you a plan to get ready if you're not ready right now, etc.....we don't want your money. We'll give it all back. No questions asked. No hard feelings.)

12. Call Them to Action: You've told your buyer everything they need to know about the product. It's time to call them to action.

(Example: It could be a button that says "Click Here to Buy Now!")

13. Postscript (P.S.): The final part of your sales letter is the P.S. This is where you restate the benefits and tell them again to act now.

(Example: P.S. - This gem will sell for $49. This introductory price of $29 is a "Buy it now before it's gone" offer, so act fast! P.P.S. Let's be blunt, if you pass on this offer, in a week from today will you have an e-book written or not? Probably not!)