Anatomy of a Sales Letter - the mouse terminator

Anatomy of a Sales Letter

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The sales letter below is a simple but powerful tool. Anyone can use this as a template for their product with a reasonable expectation of success - assuming all the components are well targeted and suitable for the intended market.

The completed sales letter appears below the dissected version in

Part (also called an "element or "variable") we prefer the term element

Sales letter

This is the pre-head – it "calls out" to a targeted audience.

Attention Homeowners!

The headline grabs your prospect's attention

"Finally! A Mousetrap Guaranteed to Rid Your House of Pesky Mice in 3 Days or Less or Your Money Back!......................"

The sub-head adds more information to gain interest

The Mouse Terminator Stops Mice from Eating You Out of House and Home!

The salutation zeros in on your audience

Dear Homeowner,

The first paragraph of the body is called the lead paragraph and is where you want to entice the reader to keep reading.

If you’ve got mice and you’re searching for a way to get rid of them, I’ve got good news for you.

The body tells the story and gives details.

My name is Andy Havens and my house was once overrun by mice! I tried everything to get rid of them. I set out poison, placed traps... nothing worked. The mice kept marching into my home. I even got not one, but two cats. (I think the cats kinda liked the mice myself.)

That’s when I set out to build a mousetrap that really worked. I spent months researching, designing and building one prototype after another. Finally I though I had something. I put it to the test in my still mouse infested house. It worked! And how...

Within 3 days I was completely mouse-free. I haven't seen a single mouse since. Best of all my simple device works anywhere, without dangerous poisons or messy traps. Simply set the trap and empty it every day or so. It's so easy - you never have to touch or even look at a mouse.

Mice flock to this trap because it contains a special patented bait they can't resist. Once they’re in there’s no escape because the trap kills them instantly (and painlessly). I call it The Mouse Terminator.

Bullet points - Are is a subject and an art all by itself

Many copywriters list features and leave it at that.

Others translate features into benefits.

I like to combine each feature and tie it to at least one benefit.

Why should you grab your Mouse Terminator right now?

Rids your house of mice in three days or less - guaranteed so you'll never have a mouse problem again.

Easy to set in minutes so you can start getting rid of minutes just 5 minutes after your Mouse Terminator is delivered to your door!
Empties easily into your trash so you never need touch a filthy mouse - or put up with the awful smell of those mice who have "met their maker".
Patented bait attracts all mice no matter where they are (but not through walls). The mice never get to the bait so they can't eat it. Plus the bait never goes bad so it will last for years.
The bait only attracts mice once they are in the house so you never need worry that your house wll become a "mouse magnet".
Your mouse problem will be gone in three days or we'll send you a refund for every penny - including shipping!

Testimonials offer social proof

This trap worked so well my friends and neighbors started bugging me for one – so I built traps for them. Here’s what one neighbor had to say:

"I live down the block from Andy so I had mice too. Dozens of them! When I heard he built a trap and wiped the mice out of his house, I went knocking on his door to get one. It worked like a charm. I’ve been mice free ever since."

Harley Smith, Oldtown, Md.

Then I started getting calls from total strangers like this one.

Dear Andy,

"I had so many mice I was scared to go home! I don’t like mice at all and they were all over my house. Even 6 professional exterminators couldn’t solve the problem. Finally, someone told me about this guy who built this miracle mousetrap. I so glad I tracked you down and made you sell me a trap right on the spot. My mouse problem vanished overnight."

Dee Reed, Overin, CA

This trial close introduces the guarantee

I know it sounds too good to be true, but what can I say? This mousetrap really works! I’m so confident it’s the best, the only mousetrap you’ll ever need – I back it with my own, personal 100% lifetime no-hassle guarantee!

The guarantee takes the risk away from the prospect

100% lifetime no-hassle guarantee!

If you’re ever not satisfied with my "Mouse Terminator" for any reason, simply return it and I’ll promptly refund every penny. I’ll even pay for return postage.

You’ve got nothing to lose except your mouse problem. So how much does the "perfect mousetrap" set you back?

The offer tells what they get for how much and why they should buy right now. It also asks for the order!

Order today and I’ll ship your mousetrap by Priority Mail for only $19.95! Remember you'll be totally mouse-free in 3 days or less or your money back!

Can’t wait? Have your Mouse Terminator FedEx'ed to you for Next Day Delivery. Order before Noon EST and I’ll ship it out today! (You will be billed for the extra shipping charges.)

Call to action - usually accompanied by an order button

Don’t delay! Order Now.

Closing identifies the seller.
Sincerely,

Andy Havens, President

Mouse Terminator, Inc.

The P.S. Strenghtens the deal in some way.

P.S. Order right now and I’ll include a second Mouse Terminator for half price! I know, you only need one, but this way you have one to give to the guy who borrows everything!

Attention Homeowners!

"Finally! A Mousetrap Guaranteed to Rid Your House of Pesky Mice in 3 Days or Less or Your Money Back!"

The Mouse Terminator Stops Mice from Eating You Out of House and Home?

Dear Homeowner,

If you’ve got mice and you’re searching for a way to get rid of them, I’ve got good news for you.

My name is Andy Havens and my house was once overrun by mice! I tried everything to get rid of them. I set out poison, placed traps... nothing worked. The mice kept marching into my home. I even got not one, but two cats. (I think the cats kinda liked the mice myself.)

That’s when I set out to build a mousetrap that really worked. I spent months researching, designing and building one prototype after another. Finally I thought I had something. I put it to the test in my still mouse infested house. It worked! And how...

Within 3 days I was completely mouse-free. I haven't seen a single mouse since. Best of all my simple device works anywhere, without dangerous poisons or messy traps. Simply set the trap and empty it every day or so. It's so easy - you never have to touch or even look at a mouse.

Mice flock to this trap because it contains a special patented bait they can't resist. Once they’re in there’s no escape because the trap kills them instantly (and painlessly). I call it The Mouse Terminator.

Why should you grab your Mouse Terminator right now?

The Mouse Terminator rids your house of mice in three days or less - guaranteed so you'll never have a mouse problem again.

Easy to set in minutes so you can start getting rid of minutes just 5 minutes after your Mouse Terminator is delivered to your door!
Empties easily into your trash so you never need touch a filthy mouse - or put up with the awful smell of those mice who have "met their maker".
Patented bait attracts all mice no matter where they are (but not through walls). The mice never get to the bait so they can't eat it. Plus the bait never goes bad so it will last for years.
The bait only attracts mice once they are in the house so you never need worry that your house wll become a "mouse magnet".
Your mouse problem will be gone in three days or we'll send you a refund for every penny - including shipping!

This trap worked so well my friends and neighbors started bugging me for one – so I built traps for them. Here’s what one neighbor had to say:

"I live down the block from Andy so I had mice too. Dozens of them! When I heard he built a trap and wiped the mice out of his house, I went knocking on his door to get one. It worked like a charm. I’ve been mice free ever since."

Harley Smith, Oldtown, Md
.

Then I started getting calls from total strangers like this one.

Dear Andy,

"I had so many mice I was scared to go home! I don’t like mice at all and they were all over my house. Even 6 professional exterminators couldn’t solve the problem. Finally, someone told me about this guy who built this miracle mousetrap. I'm so glad I tracked you down and made you sell me a trap right on the spot. My mouse problem vanished overnight."

Dee Reed, Overin, CA

I know it sounds too good to be true, but what can I say? This mousetrap really works! I’m so confident it’s the best, the only mousetrap you’ll ever need – I back it with my own, personal 100% lifetime no-hassle guarantee!

100% lifetime no-hassle guarantee!

If you’re ever not satisfied with my "Mouse Terminator" for any reason, simply return it and I’ll promptly refund every penny. I’ll even pay for return postage.

You’ve got nothing to lose except your mouse problem. So how much does the "perfect mousetrap" set you back?

Order today and I’ll ship your mousetrap by Priority Mail for only $19.95!

Remember you'll be totally mouse-free in 3 days or less or your money back!

Can’t wait? Have your Mouse Terminator FedEx'ed to you for Next Day Delivery. Order before Noon EST and I’ll ship it out today! (You will be billed for the extra shipping charges.)

Don’t delay! Order Now.

Sincerely,

Andy Havens, President

Mouse Terminator, Inc.

P.S. Order right now and I’ll include a second Mouse Terminator for half price! I know, you only need one, but this way you have one to give to the guy who borrows everything!

We hope this sales page anatomy has been helpful to you. Feel free to drop by CopyTactics.com for more ideas on how to increase your sales page results

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Copywrite 2008 CopyTactics.com

Part (also called an "element or "variable") we prefer the term element	Sales letter
This is the pre-head – it "calls out" to a targeted audience.	Attention Homeowners!
The headline grabs your prospect's attention	"Finally! A Mousetrap Guaranteed to Rid Your House of Pesky Mice in 3 Days or Less or Your Money Back!......................"
The sub-head adds more information to gain interest	The Mouse Terminator Stops Mice from Eating You Out of House and Home!
The salutation zeros in on your audience	Dear Homeowner,
The first paragraph of the body is called the lead paragraph and is where you want to entice the reader to keep reading.	If you’ve got mice and you’re searching for a way to get rid of them, I’ve got good news for you.
The body tells the story and gives details.	My name is Andy Havens and my house was once overrun by mice! I tried everything to get rid of them. I set out poison, placed traps... nothing worked. The mice kept marching into my home. I even got not one, but two cats. (I think the cats kinda liked the mice myself.) That’s when I set out to build a mousetrap that really worked. I spent months researching, designing and building one prototype after another. Finally I though I had something. I put it to the test in my still mouse infested house. It worked! And how... Within 3 days I was completely mouse-free. I haven't seen a single mouse since. Best of all my simple device works anywhere, without dangerous poisons or messy traps. Simply set the trap and empty it every day or so. It's so easy - you never have to touch or even look at a mouse. Mice flock to this trap because it contains a special patented bait they can't resist. Once they’re in there’s no escape because the trap kills them instantly (and painlessly). I call it The Mouse Terminator.
Bullet points - Are is a subject and an art all by itself Many copywriters list features and leave it at that. Others translate features into benefits. I like to combine each feature and tie it to at least one benefit.	Why should you grab your Mouse Terminator right now? Rids your house of mice in three days or less - guaranteed so you'll never have a mouse problem again. Easy to set in minutes so you can start getting rid of minutes just 5 minutes after your Mouse Terminator is delivered to your door! Empties easily into your trash so you never need touch a filthy mouse - or put up with the awful smell of those mice who have "met their maker". Patented bait attracts all mice no matter where they are (but not through walls). The mice never get to the bait so they can't eat it. Plus the bait never goes bad so it will last for years. The bait only attracts mice once they are in the house so you never need worry that your house wll become a "mouse magnet". Your mouse problem will be gone in three days or we'll send you a refund for every penny - including shipping!
Testimonials offer social proof	This trap worked so well my friends and neighbors started bugging me for one – so I built traps for them. Here’s what one neighbor had to say: "I live down the block from Andy so I had mice too. Dozens of them! When I heard he built a trap and wiped the mice out of his house, I went knocking on his door to get one. It worked like a charm. I’ve been mice free ever since." Harley Smith, Oldtown, Md. Then I started getting calls from total strangers like this one. Dear Andy, "I had so many mice I was scared to go home! I don’t like mice at all and they were all over my house. Even 6 professional exterminators couldn’t solve the problem. Finally, someone told me about this guy who built this miracle mousetrap. I so glad I tracked you down and made you sell me a trap right on the spot. My mouse problem vanished overnight." Dee Reed, Overin, CA
This trial close introduces the guarantee	I know it sounds too good to be true, but what can I say? This mousetrap really works! I’m so confident it’s the best, the only mousetrap you’ll ever need – I back it with my own, personal 100% lifetime no-hassle guarantee!
The guarantee takes the risk away from the prospect	100% lifetime no-hassle guarantee! If you’re ever not satisfied with my "Mouse Terminator" for any reason, simply return it and I’ll promptly refund every penny. I’ll even pay for return postage. You’ve got nothing to lose except your mouse problem. So how much does the "perfect mousetrap" set you back?
The offer tells what they get for how much and why they should buy right now. It also asks for the order!	Order today and I’ll ship your mousetrap by Priority Mail for only $19.95! Remember you'll be totally mouse-free in 3 days or less or your money back! Can’t wait? Have your Mouse Terminator FedEx'ed to you for Next Day Delivery. Order before Noon EST and I’ll ship it out today! (You will be billed for the extra shipping charges.)
Call to action - usually accompanied by an order button	Don’t delay! Order Now.
Closing identifies the seller.	Sincerely, Andy Havens, President Mouse Terminator, Inc.
The P.S. Strenghtens the deal in some way.	P.S. Order right now and I’ll include a second Mouse Terminator for half price! I know, you only need one, but this way you have one to give to the guy who borrows everything!