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The Ultimate Sales Letter: Attract New Customers. Boost Your Sales
Write Well to Sell Big!
In the age of e-mail and instant communication, great sales copy is indispensable to closing a deal. But too many sales letters end up in the junk file or the wastebasket. In this new edition of his top-selling book, author Dan Kennedy explains why some sales letters work and most don't. And he shows how to write copy that any business can use.
Among other things, he
Kennedy is the most successful, highly paid direct-response copywriter in the country. In this book, he shares his step-by-step formula so everyone can write letters that will nail the sale.
In the age of e-mail and instant communication, great sales copy is indispensable to closing a deal. But too many sales letters end up in the junk file or the wastebasket. In this new edition of his top-selling book, author Dan Kennedy explains why some sales letters work and most don't. And he shows how to write copy that any business can use.
Among other things, he
Kennedy is the most successful, highly paid direct-response copywriter in the country. In this book, he shares his step-by-step formula so everyone can write letters that will nail the sale.
240 pages, Paperback
First published January 27, 1994
922 people are currently reading
4217 people want to read
About the author
Dan S. Kennedy
138 books355 followersDan S. Kennedy is the provocative, truth-telling author of seven popular No B.S. books, thirteen business books total; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size; and he influences well over 1-million independent business owners annually through his newsletters, tele-coaching programs, local Chapters and Kennedy Study Groups meeting in over 100 cities, and a network of top niched consultants in nearly 150 different business and industry categories and professions.
As a speaker Dan has repeatedly appeared with four former U.S. Presidents; business celebrities like Donald Trump and Gene Simmons (KISS, Family Jewels on A&E); legendary entrepreneurs including Jim McCann (1-800-Flowers), Debbi Fields (Mrs. Fields Cookies), and Nido Qubein (Great Harvest Bread Co.); famous business speakers including Zig Ziglar, Brian Tracy, Jim Rohn, Tom Hopkins, and Tony Robbins and countless sports and Hollywood celebrities.
Dan has addressed audiences as large as 35,000....for more than ten consecutive years, he averaged speaking to more than 250,000 people per year. Corporate engagements have included American Honda, Floor Coverings International, IBM, Pitney-Bowes, Sun Securities. Today, Dan rarely accepts speaking engagements outside of Glazer-Kennedy Insider's Circle ™ events.
As a direct-response marketing consultant and copywriter, Dan is the 'hidden genius' behind full-page magazine ads you read, TV infomercials you see, online marketing and direct-mail you receive. He is routinely paid upwards from $50,000.00 to, on average, $100,000.00 to $200,000.00 plus royalties to craft direct-response ads, sales letters, direct-mail campaigns and integrated offline/online marketing systems for his private clients.... over 85% of which repeat. His advertisements created for clients have appeared in over 200 magazines from industry trade journals, airline magazines and The Wall Street Journal to USA Today and Readers Digest to Cosmopolitan.
He has created winning campaigns for health, diet and beauty products and companies, B2B and industry products including software, and investments including Canadian land sold to Asian investors — but his #1 specialty, where he does most of his work, is with clients in the information-marketing industry including book, home study course, online course and newsletter publishers; seminar, conference and event promoters; coaching organizations; and associations. Most new client relationships begin with an initial consulting day at his base fee of $16,800.00, conducted in one of his two home cities. There is usually a waiting list, and new client candidates are asked to communicate initially via a one to two page memo describing their business, needs and interests.
As a speaker Dan has repeatedly appeared with four former U.S. Presidents; business celebrities like Donald Trump and Gene Simmons (KISS, Family Jewels on A&E); legendary entrepreneurs including Jim McCann (1-800-Flowers), Debbi Fields (Mrs. Fields Cookies), and Nido Qubein (Great Harvest Bread Co.); famous business speakers including Zig Ziglar, Brian Tracy, Jim Rohn, Tom Hopkins, and Tony Robbins and countless sports and Hollywood celebrities.
Dan has addressed audiences as large as 35,000....for more than ten consecutive years, he averaged speaking to more than 250,000 people per year. Corporate engagements have included American Honda, Floor Coverings International, IBM, Pitney-Bowes, Sun Securities. Today, Dan rarely accepts speaking engagements outside of Glazer-Kennedy Insider's Circle ™ events.
As a direct-response marketing consultant and copywriter, Dan is the 'hidden genius' behind full-page magazine ads you read, TV infomercials you see, online marketing and direct-mail you receive. He is routinely paid upwards from $50,000.00 to, on average, $100,000.00 to $200,000.00 plus royalties to craft direct-response ads, sales letters, direct-mail campaigns and integrated offline/online marketing systems for his private clients.... over 85% of which repeat. His advertisements created for clients have appeared in over 200 magazines from industry trade journals, airline magazines and The Wall Street Journal to USA Today and Readers Digest to Cosmopolitan.
He has created winning campaigns for health, diet and beauty products and companies, B2B and industry products including software, and investments including Canadian land sold to Asian investors — but his #1 specialty, where he does most of his work, is with clients in the information-marketing industry including book, home study course, online course and newsletter publishers; seminar, conference and event promoters; coaching organizations; and associations. Most new client relationships begin with an initial consulting day at his base fee of $16,800.00, conducted in one of his two home cities. There is usually a waiting list, and new client candidates are asked to communicate initially via a one to two page memo describing their business, needs and interests.
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September 16, 2021
A useful guide to writing sales copy. The third edition, published in 2006, deals mostly with printing and mailing sales letters, but many of the principles of sales copy are timeless and apply to any medium. There are many specific examples.
Kennedy is a fan of long copy, and claims that research shows it’s more effective than short copy. He makes a good point about appealing to buyers, and not being concerned about nonbuyers.
I agree with most of Kennedy’s advice, but I disagree with his willingness to annoy prospects. Kennedy says about mail that “sneaks up” and “tricks” the recipient into reading that “effectiveness often outweighs the annoyance factor” and “I’m of the gotta-break-a-few-eggs-to-make-an-omelet school.” Also, he says he doesn’t care about grammar, just being effective, which means he consciously makes grammatical errors in his sales copy. I kept wanting to correct his examples.
I read this because my business coach recommended it, along with Dan Kennedy’s The Ultimate Marketing Plan.
Fill-in-the-blank headlines
• They Didn’t Think I Could [blank], But I Did. Example: They Laughed When I Sat Down At The Piano - But Not When I Started To Play!
• Who Else Wants [blank]? Example: Who Else Needs An Extra Hour Every Day?
• How [blank] Made Me [blank]? Example: How A Simple Idea Made Me Plant Manager Of The Year
• Are You [blank]? Example: Are You Ashamed Of The Smells In Your House?
• How I [blank]: Example: How I Retired At Age 40
• How To [blank]: Examples: How To Win Friends And Influence People; For The Executive With Work Left Over • Every Day: How To Delegate Without Worry
• If You Are [blank], You Can [blank]. Example: If You Are A Nondrinker, You Can Save 20% On Life Insurance
Secrets Of [blank]: Secrets Of Four Champion Golfers
• Hundreds (Thousands, Millions) Now [blank] Even Though They [blank]. Example: Thousands Now Play Even Though They Have "Clumsy Fingers"
• Warning: [blank]. Example: Two-thirds Of Middle Managers In Your Industry Will Lose Their Jobs In The Next 36 Months
• Give Me [blank] And I’ll [blank]. Example: Give Me 5 Days And I'll Give You A Magnetic Personality
• [blank] Ways To [blank]. Example: 101 Ways To Increase New Patient Flow
Get Your Sales Letter Read
• Sales formula: AIDA: attention, interest, desire, action.
• Mailing to sell products directly
• Use testimonials from happy users.
• Photos outperform illustrations
• Prove that the product is easy to use, with copy, photos, testimonials, etc.
• When selling professional services, believability is more important than credibility. What clients have to say about their experiences (believability) is more important than facts such as years in business, number of clients, example clients, etc. (credibility).
• Make intangible benefits tangible with before/after photos, stories, case studies, etc.
Beat the Price Bugaboo
• Compare apples to oranges: make direct-price comparisons difficult by comparing your products to more expensive alternative products, not competing products.
• Conceal the price by showing price in installments or monthly subscription cost.
• Problem-Agitation-Solution: clearly and factually define customer’s problem, stir up emotional response, unveil the solution (your product with its benefits).
• Winners and Losers: present your product as the path to success; the difference between winners and losers. It creates fear of being a loser, and motivation to be a winner.
Review Winning Copywriting Techniques and Tactics
The hardest deal to make is the one you desperately need/want, because it scares the prospect away. Deals close easier when you feel you don't’ need them. So, “take a position” in the following ways:
• Limited-quantity offer
• Use the “bandwagon effect”: imply that everyone will buy
• Imply that only discerning people will buy, or say that you’ll be selective about buyers
• Make people qualify to buy
• Say that only some will qualify
• Appeal to ego. Portray your product as a status symbol. Ask, “What excuse do you make when asked about your website - and you don’t have one?”
Use storytelling. Incorporate interesting stories into sales letters.
Rewrite for Strategy
• “Shortening your copy to a length everyone will read is counterproductive. Instead… focus… on the relative minority… who will be interested… write for the buyer, not the nonbuyer.” “Research indicates that industrial ads with extensive text are read more thoroughly than are pieces with shorter copy. Readership drops precipitously for pieces that contain up to about 50 words; it drops much less between 50 and 500 words.”
• Appeal to both analytical and impulsive readers in the same letter. For impulsive readers, use headings, images, and callouts. For analytical readers, use long copy, facts, stats, graphs, etc.
• Repeat your sales message and promise several times in your letter (aim for 7) in different ways.
Spark Immediate Action
• Limited availability
• Premiums (bonus offer)
• Deadlines
• Multiple premiums (bonus offers)
• Discounts for fast response; penalties for slow response
• Sweepstakes and contests
• Ease of responding
Miscellaneous
• Emphasize the “hidden benefit”: one of profound importance to the prospect, but not the most obvious.
• Use “damaging admission copy”: admit and openly discuss the drawbacks of your product.
• List each reason for not buying and respond to it, or include a FAQ. When answering, include a direct answer, a testimonial or story, and restatement of your guarantee or free trial.
• Summarize your offer in a P.S.
• Send a sales letter to customers every month, introducing a new product.
• Send sequence mailings to move people through the sales process.
• Uses for sales letters: follow up with unconverted prospects, reactivate inactive customers, introduce new products to present customers.
• All website copy should contain a CTA (call to action), including navigation, buttons, and links. Be as direct as possible, telling visitors specifically what to do. If you don’t have enough space, at least be as clear as possible.
Kennedy is a fan of long copy, and claims that research shows it’s more effective than short copy. He makes a good point about appealing to buyers, and not being concerned about nonbuyers.
I agree with most of Kennedy’s advice, but I disagree with his willingness to annoy prospects. Kennedy says about mail that “sneaks up” and “tricks” the recipient into reading that “effectiveness often outweighs the annoyance factor” and “I’m of the gotta-break-a-few-eggs-to-make-an-omelet school.” Also, he says he doesn’t care about grammar, just being effective, which means he consciously makes grammatical errors in his sales copy. I kept wanting to correct his examples.
I read this because my business coach recommended it, along with Dan Kennedy’s The Ultimate Marketing Plan.
Fill-in-the-blank headlines
• They Didn’t Think I Could [blank], But I Did. Example: They Laughed When I Sat Down At The Piano - But Not When I Started To Play!
• Who Else Wants [blank]? Example: Who Else Needs An Extra Hour Every Day?
• How [blank] Made Me [blank]? Example: How A Simple Idea Made Me Plant Manager Of The Year
• Are You [blank]? Example: Are You Ashamed Of The Smells In Your House?
• How I [blank]: Example: How I Retired At Age 40
• How To [blank]: Examples: How To Win Friends And Influence People; For The Executive With Work Left Over • Every Day: How To Delegate Without Worry
• If You Are [blank], You Can [blank]. Example: If You Are A Nondrinker, You Can Save 20% On Life Insurance
Secrets Of [blank]: Secrets Of Four Champion Golfers
• Hundreds (Thousands, Millions) Now [blank] Even Though They [blank]. Example: Thousands Now Play Even Though They Have "Clumsy Fingers"
• Warning: [blank]. Example: Two-thirds Of Middle Managers In Your Industry Will Lose Their Jobs In The Next 36 Months
• Give Me [blank] And I’ll [blank]. Example: Give Me 5 Days And I'll Give You A Magnetic Personality
• [blank] Ways To [blank]. Example: 101 Ways To Increase New Patient Flow
Get Your Sales Letter Read
• Sales formula: AIDA: attention, interest, desire, action.
• Mailing to sell products directly
• Use testimonials from happy users.
• Photos outperform illustrations
• Prove that the product is easy to use, with copy, photos, testimonials, etc.
• When selling professional services, believability is more important than credibility. What clients have to say about their experiences (believability) is more important than facts such as years in business, number of clients, example clients, etc. (credibility).
• Make intangible benefits tangible with before/after photos, stories, case studies, etc.
Beat the Price Bugaboo
• Compare apples to oranges: make direct-price comparisons difficult by comparing your products to more expensive alternative products, not competing products.
• Conceal the price by showing price in installments or monthly subscription cost.
• Problem-Agitation-Solution: clearly and factually define customer’s problem, stir up emotional response, unveil the solution (your product with its benefits).
• Winners and Losers: present your product as the path to success; the difference between winners and losers. It creates fear of being a loser, and motivation to be a winner.
Review Winning Copywriting Techniques and Tactics
The hardest deal to make is the one you desperately need/want, because it scares the prospect away. Deals close easier when you feel you don't’ need them. So, “take a position” in the following ways:
• Limited-quantity offer
• Use the “bandwagon effect”: imply that everyone will buy
• Imply that only discerning people will buy, or say that you’ll be selective about buyers
• Make people qualify to buy
• Say that only some will qualify
• Appeal to ego. Portray your product as a status symbol. Ask, “What excuse do you make when asked about your website - and you don’t have one?”
Use storytelling. Incorporate interesting stories into sales letters.
Rewrite for Strategy
• “Shortening your copy to a length everyone will read is counterproductive. Instead… focus… on the relative minority… who will be interested… write for the buyer, not the nonbuyer.” “Research indicates that industrial ads with extensive text are read more thoroughly than are pieces with shorter copy. Readership drops precipitously for pieces that contain up to about 50 words; it drops much less between 50 and 500 words.”
• Appeal to both analytical and impulsive readers in the same letter. For impulsive readers, use headings, images, and callouts. For analytical readers, use long copy, facts, stats, graphs, etc.
• Repeat your sales message and promise several times in your letter (aim for 7) in different ways.
Spark Immediate Action
• Limited availability
• Premiums (bonus offer)
• Deadlines
• Multiple premiums (bonus offers)
• Discounts for fast response; penalties for slow response
• Sweepstakes and contests
• Ease of responding
Miscellaneous
• Emphasize the “hidden benefit”: one of profound importance to the prospect, but not the most obvious.
• Use “damaging admission copy”: admit and openly discuss the drawbacks of your product.
• List each reason for not buying and respond to it, or include a FAQ. When answering, include a direct answer, a testimonial or story, and restatement of your guarantee or free trial.
• Summarize your offer in a P.S.
• Send a sales letter to customers every month, introducing a new product.
• Send sequence mailings to move people through the sales process.
• Uses for sales letters: follow up with unconverted prospects, reactivate inactive customers, introduce new products to present customers.
• All website copy should contain a CTA (call to action), including navigation, buttons, and links. Be as direct as possible, telling visitors specifically what to do. If you don’t have enough space, at least be as clear as possible.
October 2, 2019
Old, but still good. My proper review is here: patricksherriff.com/2019/10/02/the-ul...
December 31, 2021
Selling is not something that comes naturally to me, but it is a must-have skill in life to achieve anything in a society. I have read quite a few books on selling and marketing and can construct a message with the right elements and also recognize those elements from other writings, but eventually it comes down only to more experience and practice... and also motivation, as often you just want to take the most direct rational approach even if you know it is not the most optimal for reaching the desired result. The book was written 15 years ago when the digital age was still it's infancy so it definitely does not contain the latest ideas and techniques or even how to approach the digital generations, still the main principles act as a good reminder and focusing tool in order to stop and reflect before you send out your message.
Elements to pay attention to:
*Attention-getting headline with picture/graph
*Problem statement
*Agitating the problem
*Offering the solution
*Creating a vivid picture of the solution that appeals to the senses
*Mention that the solution is available in limited quantity/during limited time (scarcity)
“The goal is understanding. To persuade someone, to motivate someone, to sell someone, you really need to understand that person.”
"Show the prospect something interesting, appealing, or desirable, then snatch it away and have it play hard to get. To extreme, it can actually reverse roles, so the buyer winds up selling the seller on why he should be permitted to buy.”
“In case you had illusions to the contrary, no one is sitting around hoping and praying that he will receive your sales letter. When it arrives, it is most likely an unwelcome pest. How do you earn your welcome as a guest? By immediately saying something that is recognized by the recipient as important and valuable and beneficial.”
Elements to pay attention to:
*Attention-getting headline with picture/graph
*Problem statement
*Agitating the problem
*Offering the solution
*Creating a vivid picture of the solution that appeals to the senses
*Mention that the solution is available in limited quantity/during limited time (scarcity)
“The goal is understanding. To persuade someone, to motivate someone, to sell someone, you really need to understand that person.”
"Show the prospect something interesting, appealing, or desirable, then snatch it away and have it play hard to get. To extreme, it can actually reverse roles, so the buyer winds up selling the seller on why he should be permitted to buy.”
“In case you had illusions to the contrary, no one is sitting around hoping and praying that he will receive your sales letter. When it arrives, it is most likely an unwelcome pest. How do you earn your welcome as a guest? By immediately saying something that is recognized by the recipient as important and valuable and beneficial.”
November 8, 2019
An incredible book on writing sales letters. Not focusing really on the copy-writing aspect, but rather the on:
• how to get into the mind of the consumer
• how to make sure your letter is both kept and read
• how to ensure all the information that needs to be included is in fact included
• how to improve readability and retention
• and some advanced concepts that were quite helpful
Even though the forth edition of this book is almost a decade old, it still holds tremendously practical knowledge and was re-written at the cusp of social media and internet marketing and so includes some re-writes accounting for this.
Highly recommended for marketers, advertisers, and business owners!
• how to get into the mind of the consumer
• how to make sure your letter is both kept and read
• how to ensure all the information that needs to be included is in fact included
• how to improve readability and retention
• and some advanced concepts that were quite helpful
Even though the forth edition of this book is almost a decade old, it still holds tremendously practical knowledge and was re-written at the cusp of social media and internet marketing and so includes some re-writes accounting for this.
Highly recommended for marketers, advertisers, and business owners!
January 29, 2022
Amazing read for beginners.
October 20, 2021
Good. Dated. Read it for work. Not interested in copywriting, but this would be a good resource for those who are.
December 21, 2023
Great book for any type of Marketer or Sales Person. Embarrassingly although in marketing online myself now for a few years... I've only got round to finishing it now.. But I've discovered its one of the early editions one I read... So I'm for sure going to read to the latest one... Nevertheless this is packed with Golden Nuggets!!!- buy it or the new one if you want to see more sales in your business and/or increase in income ASAP ;)
To Our Continued Success!
Seemy
https://Waseem.tv/Blog
👆🏼 P.S -
If you found this review helpful - I’d like to invite you to discover more on our blog. Where the community share some of our most important insights to level up each others knowledge 💡- from experience in studying books like this, training programs, podcasts and much more - visit the blog link above to find out more.
P.P.S 😅 - You probably noticed from my profile that I’ve reviewed a LOT of books over many years now - if you love seeking knowledge like me I’d love to connect with you further as a like minded person (send me a friend invite! 😀) - Also if you are curious - here is my preferred and recommended resource for seeking timeless wisdom - Check it out via the website invite link below 👇🏼 (You’ll be able to claim some awesome books for free 📚)
https://Waseem.tv/GoodReadsBookInvite
To Our Continued Success!
Seemy
https://Waseem.tv/Blog
👆🏼 P.S -
If you found this review helpful - I’d like to invite you to discover more on our blog. Where the community share some of our most important insights to level up each others knowledge 💡- from experience in studying books like this, training programs, podcasts and much more - visit the blog link above to find out more.
P.P.S 😅 - You probably noticed from my profile that I’ve reviewed a LOT of books over many years now - if you love seeking knowledge like me I’d love to connect with you further as a like minded person (send me a friend invite! 😀) - Also if you are curious - here is my preferred and recommended resource for seeking timeless wisdom - Check it out via the website invite link below 👇🏼 (You’ll be able to claim some awesome books for free 📚)
https://Waseem.tv/GoodReadsBookInvite
July 11, 2024
Dan Kennedy reveals why he's the highest paid copywriter in the world in this book. Put simply, he works hard to collect the information — a lazy man would say an excessive amount — that he needs for each part of the sales letters he writes.
For Kennedy, writing sales letters is not creative; it's about following a process — a paint by numbers rather than a think outside the box approach. He guides you through each element of an effective sales letter, why it matters and how to present the information so that it has the greatest impact.
Kennedy believes in doing the work rather than taking shortcuts. Many people will read this book and walk away, agreeing with the ideas but far deciding they're far too much work to put into each sales letter you write. My wallet prays that I'm not one of them.
This book is a must-read for anyone in sales, marketing, or who owns their own business.
For Kennedy, writing sales letters is not creative; it's about following a process — a paint by numbers rather than a think outside the box approach. He guides you through each element of an effective sales letter, why it matters and how to present the information so that it has the greatest impact.
Kennedy believes in doing the work rather than taking shortcuts. Many people will read this book and walk away, agreeing with the ideas but far deciding they're far too much work to put into each sales letter you write. My wallet prays that I'm not one of them.
This book is a must-read for anyone in sales, marketing, or who owns their own business.
Read
January 12, 2017"My '10 Smart Market Diagnosis and Profiling Questions'
1. What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling?
2. What are they afraid of?
3. What are they angry about? Who are they angry at?
4. What are their top three daily frustrations?
5. What trends are occurring and will occur in their businesses or lives?
6. What do they secretly, ardently desire most?
7. Is there a built-in bias to the way they make decisions?
8. Do they have their own language?
9. Who else is selling something similar to them, and how?
10. Who else has tried selling them something similar, and how has that effort failed?" (20).
"In the same sales letter, you can convey your basic sales message and promise:
1. In a straightforward statement
2. In an example
3. In a story, sometimes called a 'slice of life'
4. In testimonials
5. In a quote from a customer, expert, or other spokesperson
6. In a number summary" (107).
1. What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling?
2. What are they afraid of?
3. What are they angry about? Who are they angry at?
4. What are their top three daily frustrations?
5. What trends are occurring and will occur in their businesses or lives?
6. What do they secretly, ardently desire most?
7. Is there a built-in bias to the way they make decisions?
8. Do they have their own language?
9. Who else is selling something similar to them, and how?
10. Who else has tried selling them something similar, and how has that effort failed?" (20).
"In the same sales letter, you can convey your basic sales message and promise:
1. In a straightforward statement
2. In an example
3. In a story, sometimes called a 'slice of life'
4. In testimonials
5. In a quote from a customer, expert, or other spokesperson
6. In a number summary" (107).
June 22, 2008
This is really geared toward offline marketers but onliners can use it too. And after all, Dan Kennedy is the master of marketing. I like his renegade attitude. He pulls no punches. Want something accademic, just unapplied theory? Go to college. Want to be successful? Read Kennedy. I'm a Gold-Plus member and get his monthly newsletter and I've spent thousands on his training CDs, DVDs, and seminars. Want to breat from the fold? Get away from that boss who tells you when to go to work, lunch, home, how much you're worth, and whether on not you'll even have a job? Start you're own business. Even part time, for this is the day-n-age of the entreprenuer. If you haven't figured that out by now (look at the gas prices, cost of homes, food, etc.) you'll see things are changing. Once again, want to know more? Read my articles, books, ebooks. It's all there.
May 2, 2018
Dan Kennedy, posso chamar ele de mentor?
Seus conselhos são preciosos, durante todo o tempo que eu acompanho marketing digital e marketing de resposta direta dos guris mais bem sucedidos em vender produtos digitais e cursos online Dam é um dos mestres mais citados.
Até Hiper copywriters, nomes como John Carlton, Jay Abraham recomendam seu trabalho, não tem como ler um livro dele com bastante atenção.
Esse livro é tudo sobre o processo de escrever uma ótima copy, e o processo é simples para ser efetivo.
Começar com uma headline para chamar a atenção.
Escrever de maneira persuasiva
Todos os elementos são descritos aqui
É um livro pra ler denovo e denovo até ficar gravado na mente, se tornou um livro padrão para a arte de vender com palavras
Seus conselhos são preciosos, durante todo o tempo que eu acompanho marketing digital e marketing de resposta direta dos guris mais bem sucedidos em vender produtos digitais e cursos online Dam é um dos mestres mais citados.
Até Hiper copywriters, nomes como John Carlton, Jay Abraham recomendam seu trabalho, não tem como ler um livro dele com bastante atenção.
Esse livro é tudo sobre o processo de escrever uma ótima copy, e o processo é simples para ser efetivo.
Começar com uma headline para chamar a atenção.
Escrever de maneira persuasiva
Todos os elementos são descritos aqui
É um livro pra ler denovo e denovo até ficar gravado na mente, se tornou um livro padrão para a arte de vender com palavras
May 28, 2017
Copywriting basics. Adding to the library. It's fine. I can't say it changed my life.
October 31, 2020
Useful with updates/relevance for modern internet copywriting. Learned new things but mostly reinforced concepts I previously learned in Sugarman's time-tested Adweek book.
June 2, 2013
My reference book whenever I write sales copy.
May 4, 2019
This is one of those dense marketing How-To's that you'll want to read over and over, and one in which you'll pick up new pearls with each read. Seriously, there is so much packed in here that I often found myself reading sections again and again. If you've ever thought that copywriting or marketing is simply about shooting a bunch of flyers or emails out, this book will quickly disabuse you of that notion.
Kenedy writes with cold clarity about the inner workings of everything that goes on before a letter is ever sent out to a mailing list. I reviewed Gary Halbert's priceless book The Boron Letters earlier. This book is another required reading, but goes into more detail, and gives plenty of examples of letters from actual direct mail campaigns, full-page ads, etc. What you'll also notice is how the principles of pen and paper marketing relate nearly exactly to digital marketing. For instance, in Chapter 3: Eyes Wide Shut, Kennedy provides a lengthy list of workable headlines for sales letters that would work just as easily for online "click-bait" articles. Really, headline writing is a valuable skill in and of itself.
The Ultimate Sales Letter is a friendly, engaging, and thorough read that never strays too close to text-book style might otherwise scare off newcomers to marketing and direct selling. But it's a book you'll still want to return often, and one you'll want to keep on your shelf right by your desk for quick access.
Kenedy writes with cold clarity about the inner workings of everything that goes on before a letter is ever sent out to a mailing list. I reviewed Gary Halbert's priceless book The Boron Letters earlier. This book is another required reading, but goes into more detail, and gives plenty of examples of letters from actual direct mail campaigns, full-page ads, etc. What you'll also notice is how the principles of pen and paper marketing relate nearly exactly to digital marketing. For instance, in Chapter 3: Eyes Wide Shut, Kennedy provides a lengthy list of workable headlines for sales letters that would work just as easily for online "click-bait" articles. Really, headline writing is a valuable skill in and of itself.
The Ultimate Sales Letter is a friendly, engaging, and thorough read that never strays too close to text-book style might otherwise scare off newcomers to marketing and direct selling. But it's a book you'll still want to return often, and one you'll want to keep on your shelf right by your desk for quick access.
June 19, 2022
I am British & knew the content might be of limited relevance, but am reading through as much as possible about persuasive writing to prepare for a specific assignment.
This book helped me to see some of the massive differences in culture between USA & UK. Approx. 90% of the suggestions are the total opposite of what I believe a British person would respond to eg advised length of letters, amount of repetition suggested, all the stylistic "flourishes" (underlining, bold, highlighting etc etc). A nano-second glance at a letter with that kind of format would be in my bin without any reading what-so-ever!
So although the majority of the book is sadly of no use to me, there were however a few interesting nuggets of information, such as thinking about how you are interrupting the readers day and what they may have ben thinking about before opening your letter/email; before writing anything making lists of problems/disadvantages (potentially to address disadvantages openly, rather than hope that the recipient won't notice or think of them); consider the features and benefits (in order to sell the benefits) and thinking about why a person might not respond - these aspects will be useful to me.
This book helped me to see some of the massive differences in culture between USA & UK. Approx. 90% of the suggestions are the total opposite of what I believe a British person would respond to eg advised length of letters, amount of repetition suggested, all the stylistic "flourishes" (underlining, bold, highlighting etc etc). A nano-second glance at a letter with that kind of format would be in my bin without any reading what-so-ever!
So although the majority of the book is sadly of no use to me, there were however a few interesting nuggets of information, such as thinking about how you are interrupting the readers day and what they may have ben thinking about before opening your letter/email; before writing anything making lists of problems/disadvantages (potentially to address disadvantages openly, rather than hope that the recipient won't notice or think of them); consider the features and benefits (in order to sell the benefits) and thinking about why a person might not respond - these aspects will be useful to me.
January 27, 2022
Review of a 23-year-old Business Student:
I think the book has some good content but the first half of the book I was admittedly bored reading it seemed to be the concepts were very basic and didn't offer me a lot of new knowledge in terms of sales strategies/copy.
The second half of the book was a bit more interesting as the author went more in-depth and detail on explaining how the more advanced strategies work. The book provides a lot of examples for inspiration (keep in mind to me personally they seem like, sleazy sales-man letters) but apparently this works in America. The closer I got to the end of the book the more I "liked" it.
All and all I would not say it is a must-read book but if you are on a sales book streak I would say to give it a read. Keep in mind the book is based on writing sales letters, not emails! This was a key factor that I did not like. There is one chapter on email right at the very end but nothing too detailed. I still learned some things and will refer to the book when I will write copy.
I think the book has some good content but the first half of the book I was admittedly bored reading it seemed to be the concepts were very basic and didn't offer me a lot of new knowledge in terms of sales strategies/copy.
The second half of the book was a bit more interesting as the author went more in-depth and detail on explaining how the more advanced strategies work. The book provides a lot of examples for inspiration (keep in mind to me personally they seem like, sleazy sales-man letters) but apparently this works in America. The closer I got to the end of the book the more I "liked" it.
All and all I would not say it is a must-read book but if you are on a sales book streak I would say to give it a read. Keep in mind the book is based on writing sales letters, not emails! This was a key factor that I did not like. There is one chapter on email right at the very end but nothing too detailed. I still learned some things and will refer to the book when I will write copy.
May 8, 2022
Write to sell. We don't always have sales people ready to persuade customers to buy what we're selling but learning to write copy is the next best thing.
More psychology than prose, more engineering than creativity, Dan Kennedy shows you behind the curtains the tricks copywriters use to craft effective and persuasive ads.
One of the very first things we learn in The Ultimate Sales Letter is to get into the customer's head.
We ask diagnostic and profiling questions, we learn what the customer's fears and pain points are, what their priorities are, we read publications that the customer reads and find out where they congregate in real life and online.
We learn about creating pressure so the customer takes action through scarcity and limited time offers. We learn to overcome customer's fear through guarantees and increase the buying temperature with premiums, bonuses and well crafted offers.
We can see Dan Kennedy's influence on two of his famous internet marketing pupils; Russell Brunson and Alex Hormozi through their published books and online content.
I recommend this for any small business entrepreneur or self employed person. I have found some useful advice throughout this book to incorporate into my own ads for my tire shop.
More psychology than prose, more engineering than creativity, Dan Kennedy shows you behind the curtains the tricks copywriters use to craft effective and persuasive ads.
One of the very first things we learn in The Ultimate Sales Letter is to get into the customer's head.
We ask diagnostic and profiling questions, we learn what the customer's fears and pain points are, what their priorities are, we read publications that the customer reads and find out where they congregate in real life and online.
We learn about creating pressure so the customer takes action through scarcity and limited time offers. We learn to overcome customer's fear through guarantees and increase the buying temperature with premiums, bonuses and well crafted offers.
We can see Dan Kennedy's influence on two of his famous internet marketing pupils; Russell Brunson and Alex Hormozi through their published books and online content.
I recommend this for any small business entrepreneur or self employed person. I have found some useful advice throughout this book to incorporate into my own ads for my tire shop.
May 9, 2024
Boring & Disappointing Book : Read Ray Edwards instead
The book is excrutiatingly repetitive and boring. Lame examples and useless rants. There are much better books to Read : Scientific Advertising, Ogilvy on Advertising, The Unpublished Ogilvy
Even Dan Kennedy's No BS Direct Mail is much better than this book. In general, I am finding Dan Kennedy's books very shallow. They are full of fluff, he keeps you on the edge as if he will reveal some great secrets which never live up to the promise.
Frankly, he is also out of touch. He insists on Offline methods and discourages Online - Online is the Present and the Future. Mr. Kennedy is terribly biased - refuses to use Email and still likes to use the Fax Machine. Fortunately the rest of the world spend more time Online then Offline.
On Copywriting : Ray Edward has a great book : How to Write Copy that Sells.
The book is excrutiatingly repetitive and boring. Lame examples and useless rants. There are much better books to Read : Scientific Advertising, Ogilvy on Advertising, The Unpublished Ogilvy
Even Dan Kennedy's No BS Direct Mail is much better than this book. In general, I am finding Dan Kennedy's books very shallow. They are full of fluff, he keeps you on the edge as if he will reveal some great secrets which never live up to the promise.
Frankly, he is also out of touch. He insists on Offline methods and discourages Online - Online is the Present and the Future. Mr. Kennedy is terribly biased - refuses to use Email and still likes to use the Fax Machine. Fortunately the rest of the world spend more time Online then Offline.
On Copywriting : Ray Edward has a great book : How to Write Copy that Sells.
July 2, 2019
All Dan Kennedy books I have read are informative, a little irreverent, and straight to the point. They also belie the wealth of knowledge and experience about copy writing and marketing the author possesses. Sometimes that aspect is a little overwhelming because just because someone like me can appreciate good copy doesn't mean it's easy to replicate. Every time I read the book, there's more to absorb. The one drawback of the book is that Mr. Kennedy did not cull his system into one or two simple outline pages for sales letter writers to refer to over and over and over. Another might be the repeated self-promotion throughout the book.
July 18, 2020
Good book on writing with the client/customer in mind.
Although this is most applicable to an actual physical sales letter, there are still many interesting and helpful techniques in this book.
If you're not interested in the actual physical sales letter (that you mail), just skip the sections. You're sure to have your money's worth either way!
Also, one small tidbit that I didn't like very much about the book is the self-promotion. The author keeps talking about his other books as well as his glowing copywriter career. Just a tiny bit egotistical in my opinion.
Still worth a read!
Although this is most applicable to an actual physical sales letter, there are still many interesting and helpful techniques in this book.
If you're not interested in the actual physical sales letter (that you mail), just skip the sections. You're sure to have your money's worth either way!
Also, one small tidbit that I didn't like very much about the book is the self-promotion. The author keeps talking about his other books as well as his glowing copywriter career. Just a tiny bit egotistical in my opinion.
Still worth a read!
December 19, 2021
As a professional who mainly writes emails in the B2B SaaS arena, I found this book insightful as for how a proper sales letter should look like, what to look out for, what to add and what to remove. Of course, by the time Dan Kennedy wrote this book sales letter were delivered through mail and people usually read them sitting on their couch vs. in my case B2B email exchange in 2021 being a bit different in nature and specifics, nevertheless the essentials and basics of a good sales letter are still the same. You can learn a lot from this book if you need to communicate in a written form (and sell).
November 17, 2020
The Dan Kennedy Copywriting Crash Course
It's a commons say that most Copywriting books are the old stuff repackaged, this aint it. Dan Kennedy shares exactly what goes into making a sales letter for B2B, direct mailing, websites, etc. One of the best books I've read on how to craft a good offer, and how to present it. It takes you from the market research, to writing, to the editing.
Might feel like its outdated for most (as mailing letters is not that common) but learning this fundamentals is what sets apart copywriters. Worth the quick read.
It's a commons say that most Copywriting books are the old stuff repackaged, this aint it. Dan Kennedy shares exactly what goes into making a sales letter for B2B, direct mailing, websites, etc. One of the best books I've read on how to craft a good offer, and how to present it. It takes you from the market research, to writing, to the editing.
Might feel like its outdated for most (as mailing letters is not that common) but learning this fundamentals is what sets apart copywriters. Worth the quick read.
April 17, 2024
An excellent book on writing a sales letter. Basically start with knowing your customer and what kind of things they read, also figure out your product including benefits and drawbacks. Write in a casual story like way, and after a good summary go into the potential drawbacks and address them, then go into benefits. All throughout have a chorus or theme that you'd like to imprint on the buyer, and repeat it several times like 7 times. A lot more to it of course. Certainly worth archiving and studying from and applying. Has many common elements with other forms of media.
November 15, 2020
This is an incredible book! Dan Kennedy brings out lots of important points about writing sales letters. Very insightful and practical. No fluff. Everything that he talks about is clearly taken from his own experience and what he learnt. He doesn't make you guess the learnings on your own but clearly mentions what he's trying to teach you.
I've tagged this into my long-term-reference shelf. Something that I would love to pick up again and again, later in life, to learn these techniques better.
I've tagged this into my long-term-reference shelf. Something that I would love to pick up again and again, later in life, to learn these techniques better.
October 19, 2022
Good Resource for Entrepreneurs
I would highly recommend this publication for new business owners, like myself. I found the principles laid out in this book to be very practical—they can be implemented immediately, and straight forward. I appreciate the author's expertise in the area of writing sales letters and believe this is a valuable resource for those looking to write sales letters themselves (as opposed to outsourcing). Not at all disappointed!
I would highly recommend this publication for new business owners, like myself. I found the principles laid out in this book to be very practical—they can be implemented immediately, and straight forward. I appreciate the author's expertise in the area of writing sales letters and believe this is a valuable resource for those looking to write sales letters themselves (as opposed to outsourcing). Not at all disappointed!
November 21, 2019
The Ultimate Sales Letter
Really good introduction to copywriting. As a marketer, I know that I can stand out even more if I can add this particular skill. I like the practical approach Dan Kennedy takes with that book. I feel like I'm in a better position to produce better sales copies. I vividly recommend this book.
Really good introduction to copywriting. As a marketer, I know that I can stand out even more if I can add this particular skill. I like the practical approach Dan Kennedy takes with that book. I feel like I'm in a better position to produce better sales copies. I vividly recommend this book.
February 11, 2020
Great book on sales!
Principles and techniques written in this book are very effective when it comes to sales and marketing, not just writing copy. Very clear, simple and short. I loved the experience of reading this book, I learned new things, and it reminded me of what I knew. 100% recommended to sales and marketing people.
Principles and techniques written in this book are very effective when it comes to sales and marketing, not just writing copy. Very clear, simple and short. I loved the experience of reading this book, I learned new things, and it reminded me of what I knew. 100% recommended to sales and marketing people.
October 31, 2020
Great thing about copywriting is that it never gets old. I read an edition from 2000, and while the examples were about physical letters, the principles, ideas, models and tools are still very useful today, just applied in the digital market places. Would recommend to anyone interested in writing for a living.
Will revisit for the great templates.
Will revisit for the great templates.
July 2, 2021
Dan Kennedy ha l''innegabile pregio di rendere semplici concetti complessi, da sistema, che toccato più punti di un fenomeno.
Il successo di qualsiasi cosa è sempre multidimensionale, nulla funziona a causa di un singolo elemento, di una singola caratteristica, di una singola funzione.
Questo Dan Kennedy lo sa, lo sa bene, ed è il suo pregio maggiore.
Il successo di qualsiasi cosa è sempre multidimensionale, nulla funziona a causa di un singolo elemento, di una singola caratteristica, di una singola funzione.
Questo Dan Kennedy lo sa, lo sa bene, ed è il suo pregio maggiore.
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