My 15 Step 6 Figure Sales Letter Blueprint

Hey, it’s Ben Murray here and in this blueprint you’re going to get by 15 step process for crafting a high-converting sales letter no matter what niche or industry you’re in!

You can apply this to VSLs, written sales letters, or use some of the material for blog posts, email swipes, and more.

This is the same exact format that’s allowed me to produce 6 figure generating sales letters for recent launches I’ve done.


Before I reveal the 15 step process, it’s important to learn what this system is based off of and the founding ‘AIDCA’ principles

AIDCA stands for:

Attention: Capture your readers attention so the don’t bounce from the page. 

Interest: Give them a reason to learn more about your product.

Desire: Build up the need for them to want to purchase it

Conviction/evidence: Prove that your product will solve your prospect’s pain. 

Action: Tell them to buy your product now. 

For our sales letter, however, we’re going to dive even deeper into more specifics on what exactly you should write.

Step #1. How to Craft Your Headline


The first, main section of your sales copy is the headline, which can be broken into three parts.

Like I mentioned before, your prospects will give you about 3 seconds of their time to decide if they should continue investing more time into what you are offering so coming up with a winning headline whether it be in your sales page, copy, blog post, or direct response email is essential.

The purpose of your headline is to make your user take action and keep reading.

First, the main headline , not the preheadline or subheadline, should include the big benefit or desire you are appealing to and try to include the following:

End Result Customer wants + Specific Period of Time + Address the Objections
You don’t need all 3 all the time, but usually all 3 together will do wonders.

Your main headline you need to be clear about what you are going to offer. Clarity will always trump funny or witty headlines.

You need to grab the reader’s attention by clearly identifying the problem and what’s in it for them. To get them to invest more time into reading your copy, you need to make it about the customer’s pain or desire to pull them in.

To make great headlines just remember the 4 ‘U’s.

These are:
Urgency: or to give the prospect a reason to desire the benefit now unstead of later
Usefulness: should communicate something of value to the procspect
Uniqueness: suggest what it’s offering in some way different than your competition
Ultra specificity: show specific benefits for what the customer is about to receive

The best, highest converting headline will most likely be a ‘How’ headline so for example:

1. How

For example “How to Finally Get Him To Commit to You in 1 Week From Now

You should split test all your headlines against the ‘how’ headline.

Other good headlines types include:

2. The ‘List’

For example: 7 Ways to See if He’s Ready to Commit to You where we are listing items in numbers.

3. The Question:

For example: Why Is He Still Not Ready to Commit To You?

4. The Testimonial:

For example: “I finally Got Him To Commit to Me!”

5. The Teaser

For example: “What to Say to Finally Get Him To Commit”

6. If… Then

For example: If He’s Showing These Sings, Then He’s Ready to Commit To You

Again, start with the ‘How’ headline with the major desire, then split test different types agains that.

Remember that your main headline should never do the following:
1. Be conventual or boring. The prospect will save his time and choose another article to read.
2. Trick or mislead. Don’t write something like ‘pictures of yoru mom’ for the subject in an email headline then in the body write “ha just kidding, but I wanted to tell you about this product..
3. Don’t tell your prospect exactly whats coming. Remember, people hate being sold to. Instead be indirect and let them figure it out for themselves.

For example, don’t write “Find Out How to Get Rich on Facebook with my Product” write “A New Facebook Ads Technique is Giving Sky High Conversions You Can Use Today” The level of resistance to continue reading further is much higher for the first one, and send on it doesn’t even seem that believable yet this is what so many people are doing.

The Pre-Headline

In your sales letter, you can also include a preheadline, also sometimes referred to as a ‘pattern interrupt’ or grabber’ and a belief headline or subheadline that follows your main one.

The preheadline is used to call out your ideal customer and give their attention fast. A pattern interrupt is commonly used in neuro-linguistic programming and is used to break the flow of a persons state of mind for a positive effect. It is used to get the prospect to stop thinking about being sold to and pay attention to what you have to say.

One of the best pattern interrupts I’ve found is for a dating advice for men product called Tao of Badass on

The VSL starts by the narrator stating his name and then showing a picture of a goldfish explaining how if you watch the video, you’ll find out how this goldfish will help you get women. This is a pattern interrupt because obviously it has the guy thinking, what does fish have to do with getting a date?

A popular pattern interrupt that went viral was the ‘Old Spice Guy’ commercials were it showed now famous Isaiah Mustafa standing in bizarre places to start the commercial and carrying strange objects like a cake, or remodeling a kitchen to get users to snap out of the traditional fragrance ads and listen to his pitch.


Most people would start out their sales copy telling the, readers about this big problem they have to solve which screams “I’m trying to sell you on my product” instead, try a pattern interrupt.. especially in a very competitive market like health insures, marketing, or health.

Pattern interrupts and ‘grabbers’ are also try to call out your target audience and let them know they are in the right place.

For instance, a good ‘grabber headline’ would be something like… “Attention all men 30+ suffering with type 2 diabetes… “ or “Are you a single Mom age 20-30? This instantly qualifies the prospects, speaks to them directly, and let’s them know they are in the right place to solve their issue.

The subheadline

The subheadline is used to support your main headline. It should make more believable, show proof, and answer how to do it without giving up everything.

For example here’s a main headline:
Get Your Yoga Practice Seen on Facebook in Less Than 2 Hours Using Less Than $100

A subheadline might be…

“Triple Conversions by Switching from dying Sidebar ads to a completely new method, even if you haven’t had success with Facebook before…”

Also this one:

Keep Your Roses From Dying this Winter

The subheadline could be:
“Revolutionary New Gardening Soil Developed by Havard Botonist keeps Roses Alive and Staying Beautiful”

Step 2. The Lead


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