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

If you are a copywriter, or are thinking of becoming a copywriter, here is a great formula from the late Gary Halbert. If you want a way to write compelling copy and be able to reach out to your customers and sell more stuff, this is it. Read on to find out more.

Too many beginner copywriters make the mistake of using lots of buzzwords and attention-grabbing headlines to generate buzz about their product. The customer, on the other hand, just wants a solution to their problem. They don’t sit at home, waiting by their mailbox just hoping to be marketed to. They just want to know how your business will help them.

Copywriter 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 with one leg runs 5 miles a day thanks to new medical device.”

You title creates the interest and introduces the 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 could not work because of it.

Then you move on to the solution. You explain how your product allows him to walk again, is very inexpensive compared to surgery or prosthetics, and now allows the man to work full time and enjoy a great salary. You then gave the star, the story and the solution. This method of storytelling is much better than simply listing facts about your product or creating a catchy song. Stories fit in real life. We can relate to underdogs going through hardships, and everyone likes a rags to riches story because it makes your own life better.

The stories will stick in the customer’s mind much longer than a list of benefits and you will be able to put it in a context that the reader can relate to. Once you’ve told the story, you can then move on to the product benefits, bonuses, etc. If the reader has made it through your opening copy, you know they have at least enough interest 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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