MVP Email TrainingBy Kevin Cohen

Agenda1. What is a sales letter2. What is the purpose of a sales letter?3. The sales letter formula4. What does a sales letter have to do with email?

What is a sales letter?

A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesman. It has been defined as "A form of direct mail in which an advertiser sends a letter to a potential customer."

-Wikipedia

What is the purpose of a sales letter?To defeat these objections...

1. “You don’t understand my problem”2. “How do I know you’re qualified?”3. “I don’t believe you”4. “I don’t need it right now”5. “It won’t work for me”6. “What happens if I don’t like it?”7. “I can’t afford it”

The sales letter formula (David Frey)1 - Get attention

2 - Identify the problem

3 - Provide the solution

4 - Present your credentials

5 - Show the benefits

6 - Give social proof

The sales letter formula (David Frey)7 - Make your offer

8 - Inject scarcity

9 - Give a guarantee

10 - Call to action

11 - Give a warning

12 - Close with a reminder

What does a sale letter have to do

with email?

Simple. Your email should always contain elements of a sales letter.

How I craft my email series...1 - Called the sideways sales letter

2 - 7-part email series

2 - Spread over 30 days (every 4 days)

Let’s jump into the emails.

Questions?