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.

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