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The Ultimate Sales Letter: Attract New Customers. Boost Your Sales Paperback – February 20, 2006

4.4 4.4 out of 5 stars 99 ratings

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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 provides:
  • Completely updated text and examples
  • Great headline formulas
  • New exercises to spark creativity
  • The best way to use graphics

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.
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Editorial Reviews

About the Author

Dan S. Kennedy is president of Kennedy's Inner Circle, and has been writing sales letters for over twenty for both large and small businesses. He is a popular speaker on marketing and sales issues. His popular newsletter, The No B.S. Marketing Letter, reaches thousands of people in the U.S.

Product details

  • ASIN ‏ : ‎ 1593374992
  • Publisher ‏ : ‎ Adams Media; 3rd edition (February 20, 2006)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 240 pages
  • ISBN-10 ‏ : ‎ 9781593374990
  • ISBN-13 ‏ : ‎ 978-1593374990
  • Item Weight ‏ : ‎ 11.2 ounces
  • Dimensions ‏ : ‎ 6 x 0.55 x 9 inches
  • Customer Reviews:
    4.4 4.4 out of 5 stars 99 ratings

About the author

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Dan S. Kennedy
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Dan 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.

Dan lives in Ohio and in northern Virginia, with his wife, Carla, and their Million Dollar Dog. He owns, races and drives professionally in about 100 harness races a year at Northfield Park near Cleveland, Ohio, accessible at http://www.NorthfieldPark.com and frequently televised on the TVG cable network.

For more information check out my blog at www.dankennedy.com/blog/

Customer reviews

4.4 out of 5 stars
99 global ratings

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Customers say

Customers find the book helpful and useful for learning about marketing. They find it a good reference for writing effective sales letters with great examples and sequencing. The book provides great ideas and exercises that help writers identify their target audience.

AI-generated from the text of customer reviews

20 customers mention "Information quality"20 positive0 negative

Customers find the book helpful and useful for marketing. They say it's a good reference that gets the lessons across and helps you implement them. The book serves as an excellent introduction to the industry and how to write a good sales letter. It's practical and direct, and a great resource for SMB owners.

"...Kennedy never forgets his audience, and takes us step-by-step, with short, snappy chapters, from getting the initial idea to sending off the final..." Read more

"...Highly successful sales letter copywriter, Dan Kennedy, reveals in concise detail, the twenty-eight steps he uses to construct sales letters...." Read more

"...This is a great source for compiling a great, effective profit generating sales letter. It has been on my shelf since the second edition...." Read more

"...The two most exquisite pieces of information I found on this book were: - Tips of sales letter for professional services. -..." Read more

13 customers mention "Sales letter writing"13 positive0 negative

Customers find the book provides helpful examples and practical advice for writing effective sales letters. They say it's a must-read for online marketers, written in an entertaining way that gets to the point. The book is concise and gets to the point in every sentence, helping readers improve their writing.

"...forgets his audience, and takes us step-by-step, with short, snappy chapters, from getting the initial idea to sending off the final draft to the..." Read more

"...Beyond that, there is a section describing the effective uses of sales letters, a section on sequencing, and a final section on electronic sales..." Read more

"...This is one of the better sales letter books and one of the best Dan Kennedy books...." Read more

"...This book is a comprehensive "how to" manual, written entertainingly and in a way that really gets the lessons across and helps you to..." Read more

3 customers mention "Ideas"3 positive0 negative

Customers find the book's ideas helpful for their careers. It includes an excellent set of exercises to help them identify potential issues.

"...He starts with an excellent set of excersizes that help the writer: Identify the Customer,..." Read more

"...This book is chuck full of ideas and sentence starters you can use to drastically improve your online writing, capture pages, sales letters and..." Read more

"Good presentation. Great ideas. Really helping with my career...." Read more

Top reviews from the United States

  • Reviewed in the United States on May 10, 2006
    Dan Kennedy is a popular copywriter and high-profile internet presence. His trademark "No B.S." style is not for the fainthearted, but for those who like their truths plain, and plainly told, he's an excellent source of advice.

    The Ultimate Sales Letter is designed to teach business owners how to write their own letters, and it's amply illustrated with samples of Kennedy's work, both real and manufactured. The letter he creates to show you how to provide the "internal repetition" your message needs-without putting your client to sleep-is particularly helpful.

    Kennedy never forgets his audience, and takes us step-by-step, with short, snappy chapters, from getting the initial idea to sending off the final draft to the printer. It's a fast read, but packed with information.

    His first step is first for a reason, I think. He says that before you do anything else, you must know your customer. He offers 10 questions you can ask yourself that will bring you closer to that knowledge, then smoothly segues into knowing your offer (where he gives a memorable example of "finding the hidden benefit" and what such benefits can do for your message).

    Later, he tells the story of an older salesman whose first boss gave him a notebook of 299 sales techniques. He quickly whittled them down to the "three or four that worked," and Kennedy tells us what those few are-and why they work. This new edition also offers a bonus chapter by the late, much-missed Cory Rudl, who explains why no square inch of your website is too small to ignore--not even the "Online Ordering" button.

    The Ultimate Sales Letter is particularly strong in its examples, and its approachability. Kennedy never talks down to his reader. More than once, I felt as if I were hearing him tell me his secrets over a glass of (I'm guessing) bourbon. Maybe scotch. And when he got to the part about the "Three Ways to Transcend Pricing Questions," I grabbed a napkin and started taking notes.
    10 people found this helpful
    Report
  • Reviewed in the United States on April 6, 2007
    DO NOT attempt to write a sales letter without first reading THE ULTIMATE SALES LETTER by Dan Kennedy. Sure, I know, you're a good writer and you can probably construct a pretty good letter on your own. But along the way, you're bound to make a few mistakes that could have been easily avoided. Or, your letter wont be nearly as good, or effective, as it could have been. You might be able to survive quarterbacking an NFL game on your own, but if John Elway or Joe Montana were on the sidelines offering up advice, wouldn't you take it?

    Highly successful sales letter copywriter, Dan Kennedy, reveals in concise detail, the twenty-eight steps he uses to construct sales letters. Beyond that, there is a section describing the effective uses of sales letters, a section on sequencing, and a final section on electronic sales letters. Even if you are commercial writer who may not be doing much in the way of sales letters, you will still learn valuable and applicable techniques.

    The book is laden with excellent samples for your swipe files. And, like a good sales letter, also has some hidden bonuses if you act now! Sorry, I had to throw that in. When you do read this book, make sure you have a sharp number 2 and a highlighter handy. I guarantee you will use them. A lot.

    Excellent book. A "must have" for the sales letter writer.
    9 people found this helpful
    Report
  • Reviewed in the United States on September 29, 2008
    Yep, Dan is an information marketer, i.e. he wants to sell you the information he has compiled on selling information or becoming a direct marketer. There is no doubt that he is good at it. There is no doubt he can help the people and business that want to sell more. This is a great source for compiling a great, effective profit generating sales letter. It has been on my shelf since the second edition. When I couldn't find my old copy, I bought this third edition. Which, as far as I can remember, is actually better.

    The thing is you have to get past the fact that the book is a sales letter. As far as I am concerned it ought to be a sales letter, that's what the book is about. Right?!? Of course it is. So to those who would say this is not a good book because it gives his websites every few pages - Get Over It! The fact of the matter is that Dan Kennedy is a Direct Marketer / Information Marketer. This book is great illustration of how he he is successful at it. Read it, takes notes, write down your own thoughts and learn. As far as references to websites that are selling you high priced advice and information, look and learn. Besides this book has a light touch compared to his and other Direct Marketers. In this book he actually references a good deal of sites, books and information that is not his. He isn't profiting off of all of it.

    He starts with an excellent set of excersizes that help the writer: Identify the Customer,
    Identify the Real Market
    Identify What Their Best Interests are, etc.

    Then he guides you through the art of crafting your message in the subsequent chapters. I have used these approaches since I first read them 15 years ago and forgot where I had learned them until re-reading this edition.

    This is one of the better sales letter books and one of the best Dan Kennedy books. If you take it for what it is and what it's cover promises, it is a great book. persuasion
    5 people found this helpful
    Report

Top reviews from other countries

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  • Amazon Customer
    5.0 out of 5 stars Great for Copywriters
    Reviewed in Canada on May 30, 2019
    This is one of the foundation books for copywriting and selling. I recommend it to everyone.
  • Vatsal Raichura
    5.0 out of 5 stars nice book
    Reviewed in India on December 30, 2018
    nice book
  • mrez
    4.0 out of 5 stars Hier lernt man wirklich, wie man einen guten Salesletter schreibt
    Reviewed in Germany on January 14, 2018
    In diesem Buch lernt man wirklich, wie man einen guten Salesletter schreibt. Die Informationen sind gut und werden leicht verständlich dargeboten. Ich gebe jedoch nur 4 von 5 Sternen, da man heutzutage fast alle Inhalte auch im Internet finden kann, wenn man ein wenig Recherche betreibt.
  • Prof Colin Turner
    5.0 out of 5 stars Dan Rocks!
    Reviewed in the United Kingdom on October 22, 2010
    What Dan tells you is how it really is - there truly are no wishy washy messages here. I have personally recommended his books to dozens of people. If you enjoy Dan's no holds barred style then I can also recommend Swimming with Piranha Makes You Hungry by Colin TurnerSwimming with Piranha Makes You Hungry
  • Richard
    3.0 out of 5 stars Of Limited Value
    Reviewed in India on October 14, 2017
    OK but of limited value. Kennedy seems mainly interested in selling himself.