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The Perfect Sales Letter Formula – A Star, a Story, a Solution

If you’re a copywriter, or thinking about becoming a copywriter, here’s a great formula by the late Gary Halbert. If you want a way to write great copy and be able to connect with your customers and sell more stuff, this is it. Read on to learn more.

Many beginner copywriters make the mistake of using too many catchy headlines to create buzz about their product. The customer, on the other hand, just wants a solution to his problem. They are not sitting at home, waiting for their mailbox just hoping to come to the market. They just want to know how your business will help them.

Author Gary Halbert created a simple formula for this problem-solving approach to writing sales letters. He called it a star, a story, a solution. You will start by introducing the star in the title of your product. For example, you might say “45-year-old man runs 5 miles a day on one leg thanks to new medical device.”

Your headline creates interest and introduces character. Then, in the body copy you will quickly explain the story of the main character, how he lost his leg in an accident, and how he was completely broken and therefore could not work.

Then you go to the solution. You explain how your product allows him to walk again, is much cheaper than surgery or a prosthesis, and now allows a person to work full time and enjoy a decent salary. You then gave the star, the story and the solution. This way of telling a story is much better than just listing facts about your product, or creating a catchy song. The stories take place in real life. We can relate to underdogs going through a challenge and everyone loves a rags-to-riches story, because it makes your life look better.

The story will stick in the customer’s mind much longer than a list of benefits and you’ll be able to put it in a context the reader can relate to. Once you’ve told the story, you can then move on to product benefits, bonuses, etc. If the reader made it through your opening copy, you know they are at least interested enough to find out how the story ends. Then, all you have to do is gently guide them to the order page and close the sale.

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