There’s a reason some sales letters rake in millions... while others die in silence.

It’s not luck. It’s not about being “creative.” And it’s definitely not about having the slickest design or the longest word count.

It all comes down to structure.

You can write the most persuasive writing in the world, but if it’s not organized in a way that walks the reader step-by-step toward buying... it’s going to flop.

This is where Ben Settle’s 5-step sales letter formula comes in. It’s simple. It’s stupid effective. And it works whether you’re writing a long-form sales page, an email promo, or even a quick VSL script.

If you’ve ever stared at a blank doc wondering “How do I start this sales letter?” or “What do I even say to get someone to buy?”... this is going to unlock a whole new level of confidence for you.

Because once you understand how to structure a sales letter using this framework... writing becomes 10x easier.

In this post, I’ll break down each of the 5 steps, show you why it works, and explain how to apply it to any product or offer — even if you’ve never made a sale yet.

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Before we break down the 5 steps, let’s get clear on what a sales letter actually is — and why it still matters.

A sales letter is simply a piece of persuasive writing designed to sell a product or service. That’s it.

It doesn’t need to be a physical letter. These days, most “sales letters” are actually digital — landing pages, long-form emails, even social media posts. But the structure and psychology behind them haven’t changed since the days of Gary Halbert and Eugene Schwartz.

At its core, a sales letter uses buyer psychology to walk someone from “just looking” to “I need this now.” It taps into emotional triggers, shows the product benefits, overcomes objections, and makes the decision to buy feel like the only logical next step.

And here’s what makes sales letters especially powerful...

They work 24/7. They don’t take breaks. They don’t get nervous on sales calls. And when done right, they can convert complete strangers into loyal buyers on autopilot.

That’s why direct response copywriters love them. And that’s why you need to know how to write one.

Because once you master the structure... you can sell anything. Whether it’s your own product, a client offer, or a $10K consulting package — a strong sales page is one of the most profitable tools in your arsenal.

And yes, this is 100% a skill you can learn. You don’t need to be a “natural” or some copywriting genius. You just need the right framework... which we’re about to get into.

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If your headline sucks, nothing else matters.

You could write the most brilliant sales letter of your life... but if the headline doesn’t grab attention, nobody’s reading the rest. It’s like trying to sell a car with a “For Sale” sign written in pencil on a napkin.

Your headline’s job is simple: stop the scroll and hook the reader.

Ben Settle calls it the “greased chute.” Once the headline pulls someone in, your job is to keep them sliding down the page with zero friction. But it all starts here.

Here’s what makes a killer sales page headline work:

• It taps into a pain, desire, or curiosity the reader already has

• It promises a clear benefit or outcome (aka product benefits they care about)

• It feels specific and relevant to the target audience

• It’s emotionally charged — think emotional triggers like fear, greed, vanity, etc.

A headline should never try to be clever. Clever headlines confuse people. Clear headlines convert.

John Caples, one of the OGs of direct response copywriting, put it best: “The most frequent reason for unsuccessful advertising is advertisers who are so full of their accomplishments that they forget to tell us why we should buy.”

In other words... nobody cares how cool or creative you sound. They care about what’s in it for them.

A few quick headline formulas you can swipe:

• “How to [get result] Without [painful thing]”

• “The [number] [thing] That Helped Me [achieve goal]”

• “What Every [type of person] Ought to Know About [thing they care about]”

Your headline sets the tone for the rest of your sales letter. So spend time on it. Write 20. Then pick the strongest one.

Don’t overthink... but don’t rush it either. Get this right, and everything else becomes easier.

This is where the magic happens.

Once your lead hooks ‘em, the story builds trust, emotion, and momentum. It makes the reader feel something. And it bridges the gap between their current struggle… and the outcome they want.

Now — when I say “story,” I don’t mean some made-up brand fairytale. I mean a relevant, emotionally driven narrative that supports the sale.

This could be:

• A personal story (yours or your client’s)

• A customer transformation story

• A “day in the life” scenario of the prospect’s current pain

• A story that frames the product as a breakthrough moment

You’re not telling stories to entertain. You’re using them to sell. That’s what direct response copywriting is all about. Every detail in your story should be there to move the sale forward — not just sound nice.

Let’s say you’re selling a copywriting mentorship program. A weak story might ramble on about how “passionate” you are about helping writers.

A strong story?

A few years ago, I watched a fellow copywriter — just as talented as I was — get booked out at $3k per project... while I was still charging $300.

The worst part? He wasn’t better than me.

He just knew how to position himself and pitch.

That’s when I realized… if I didn’t fix this, I’d stay broke, overworked, and invisible — no matter how good my copy was.

That kind of story hits. It builds emotional triggers like frustration, envy, urgency… and tees up the product as the solution.

Stories also help showcase product benefits in a natural way — without listing them like a brochure. Instead of saying “you’ll feel more confident in your skills,” you show someone stepping into that confidence through a real moment or shift.

Remember, humans think in stories. It’s how we learn, relate, and remember. So if you skip the story — or make it generic — your sales page will fall flat.

Make it real. Make it raw. Make it relevant.

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This is where your sales letter goes from “interesting” to irresistible.

Bullets are one of the most underrated weapons in direct response copywriting. They’re fast to read, emotionally loaded, and make your offer feel packed with value.

But here’s the key — bullets are not just a list of features.

Each bullet is a mini headline. It should hint at something exciting, valuable, or curiosity-piquing... while tapping into emotional triggers that your buyer already feels.

Claude Hopkins used bullets to hammer in benefits. Gary Halbert used them to stir up curiosity. And guys like John Carlton and Joe Sugarman turned bullets into selling machines.

That’s the level you want to aim for.

Great bullets do one (or more) of the following:

• Highlight specific product benefits

• Tease secrets, surprises, or unknown outcomes

• Promise relief from a pain point or frustration

• Trigger curiosity without revealing everything

• Make the offer feel bigger, richer, more valuable

Here are a few examples to show you the difference:

❌ Weak Bullet: “Includes 10 video modules and a PDF workbook”

✅ Strong Bullet: “The 10-minute video that shows you how to instantly flip your ‘low rates’ excuse into a high-fee advantage — clients will thank you for charging more”

❌ Weak Bullet: “Covers cold emailing”

✅ Strong Bullet: “The cold email line that gets busy CEOs to reply — even if you’ve never worked with a big-name client before”

These kinds of bullets hit hard because they don’t just list info... they sell outcomes. They speak to buyer psychology, not just logic.

You should be stacking bullets like this right before you introduce the actual offer. This way, by the time the reader gets to the price... they’re already thinking “Hell yes.”

Your bullets are where the reader starts selling themselves on the idea. Don’t skip ‘em. Don’t rush ‘em. Write 20. Then write 10 more.

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