21 Common Sales Letter Omissons – Checklist

by · September 19, 2012

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.