💰 The Power of the Email Sales Letter: Why It Works

Flashy Emails Are Failing You

Author

Luke Tengstrom
September 16, 2024

I’m all in on email marketing.

After a decade of working with countless brands, one thing has become crystal clear: email is the most reliable tool to consistently generate cash for your business.

But there’s a problem you’ve likely been noticing.

Your inbox is flooded with flashy, over-designed emails that scream “buy now!” without giving any real reason for why you should care.

Even worse, many brands only reach out when they’ve got something to sell.

You might be guilty of sending these emails yourself? 🧐

Not only do these emails diminish brand value, but they can also land your emails into the dreaded spam inbox, never to see the light of day.

What if I told you there’s a better way to turn email into a gold mine, with less work and no need for expensive designers or copywriters?

A way to become more real, authentic, and personal with your audience.

Say hello to the Email Sales Letter.

Sales letters are not your typical marketing email crammed with flashy graphics and discount codes.

Instead, it’s a longer, more thoughtful message that reads like a conversation.

Think of it like writing to a friend, except this time, the friend is your customer.

The goal isn’t to push for a quick sale. It’s to tell a story – using plain text to build trust.

You guide the reader through a journey: highlighting a problem they face, stirring up the pain, offering value, and finally presenting your product as the solution.

It’s a flexible format. You can create a long editorial in a single email or break it into smaller sections over several weeks, keeping the reader engaged in the ongoing story.

Either way, it’s usually written from the perspective of the founder or a team member, giving it that personal touch.

Here are a few examples in action:

Tom Noske starts each letter with a key audience pain point.

Cann Founder uses short founder emails to break up branded sales pushes.

Living Juice offer value through their emails by offering their recipe for free.

Why This Works (And Keeps Working):

People love stories.

Sales letters tap into this innate desire by turning marketing into a narrative. You’re not just listing product features – you’re guiding your reader through a story they can see themselves in.

Much like reading a novel, the reader begins to visualize themselves as the main character.

Whether it’s a journey of overcoming a challenge or simply making life easier, you’re doing more than just selling a product – you’re forging a 1:1 emotional connection.

Each sentence pulls the reader to the next, slowly building anticipation until finally, the offer is made.

But here’s the thing – by that point, your reader is already sold.

They’ve followed your story, connected with the problem you’ve laid out, and see your product as the inevitable solution.

How to Create a Sales Letter

Creating an email sales letter isn’t complicated – simply write it from your perspective as founder or creator.

But here’s the most important tip: while you’re writing the story from your perspective, the story should really be about the reader. Remember to use ‘you’ statements throughout to put the reader into the narrative.

Start your letter by highlighting the problem your audience is facing.

This is the hook, the reason they’ll keep reading. Your reader should immediately feel like you understand their pain point.

Whether it’s struggling to scale their business (you sell ads), struggling with sleep (you sell a supplement), or feeling overwhelmed by choices (you offer interior design), paint a picture that resonates with their daily friction.

Next, stir up that pain.

Don’t just mention the problem – dig into it.

Agitate it by showing how not solving it could lead to further frustrations or missed opportunities. This step is crucial because it deepens the emotional trigger with your reader. They need to feel the urgency of solving this problem.

For example, you sell supplements. You’ve just highlighted that parents with young kids lack sleep; now follow it up with:

“What happens next? You’re sluggish all day, relying on caffeine to get through your tasks, but it only leaves you more drained. And the cycle repeats. Day after day, it feels like true rest is always just out of reach. How long can you keep this up before the lack of sleep starts affecting not just your energy, but your mood, your focus, even your health?"

In this one section, you’ve really hit home the impact of not getting a good night’s sleep and it leaves the reader begging for a solution.

Rather than skip straight to your solution, instead shift into offering an alternative source of value.

Here’s where you show that you’re not just pointing out the issues – you’ve got real solutions. 

Share insights, tips, or even personal experiences that demonstrate how the problem can be overcome.

You’re building trust here.

For example:

"Now, here’s the good news, you don’t have to live like this. There are simple steps you can take to improve your sleep quality. Start by creating a bedtime routine that helps your body wind down, like dimming the lights and avoiding screens for an hour before bed. Consider trying natural remedies like breathing exercises or meditation. These small changes can make a big difference.

By sharing value with the reader, you’ve shown that you’re genuinely invested in helping them succeed and not just here to sell. You’ve gone from a brand, to a source of trust.

Now that you’ve provided value, you have the permission to cross-promote your product/service without coming across as salesy.

You will close out the letter by positioning your product as the natural solution to their problem. 

At this stage, you’re not just selling – you’re positioning your product as the answer they’ve been searching for.

By this point, the reader should feel like buying is the obvious next step, not because you’ve pressured them, but because you’ve guided them there through a story that spoke directly to them.

Here’s how I’d close this out:

“But sometimes, even with the best routine, you might need a little extra help to get the restful sleep you need. That’s where our all-natural sleep supplement comes in. It’s designed to work with your body’s natural sleep cycles to help you fall asleep faster and wake up feeling refreshed."

A subtle way to weave in your product without the hard sell.

It’s your story, own the narrative.

The sales letter comes in all shapes and sizes.

Adapt it to fit your brand voice and sales cycle.

You could experiment with dropping the cross-sell and just give away something useful for free.

You’re not annoying your customers or losing sales by giving something away for free. It builds goodwill, so when you’re ready to make an offer they’re more inclined to buy.

In an era dominated by instant gratification and quick wins, a sales letter slows things down. 

They give the reader time to engage, process, and ultimately make their own decision.

So what’s your next story?

Luke

Quick note: A huge welcome to the 500+ new subscribers who’ve joined over the past few weeks – I’m blown away 🤯. I’m so grateful for everyone who’s reached out, shared their stories, and spread the word about The Sellout. Feel free to say hello by replying to this email – I personally respond to every single one.