Sales Letters Format | How And Why I Created The 12-Step Formula Everyone Uses To Teach Sales Letter Writing and Copywriting

by Marlon Sanders on April 30, 2010

When I started as a copywriter back in 1983, there was
precious little to learn from.

A few John Caples books. “The Robert Collier Letter Book.”
Dan Kennedy’s book. Victor O. Schwab. A few others. Great
books in their own rights. But lacking in terms of a
step-by-step, actionable formula in my opinion.

And my perspective is as one who ONLY had those books to
learn how to write sales letters from.

It took me a long time to learn what you can grasp in a
few dedicated months of study today. If you read much
about how to write sales letters on the Net, you’ll see
over and over a 12-step formula for writing sales letters.

This is my formula. I created it. It’s spread without
attribution. But I want people to know the truth. That’s

I’m the ONLY person who can tell you where this formula
came from and how it was developed. I can ALSO tell you
that prior to this formula, the only things that existed
as sales letter formulas were grossly lacking.

How about this barnburner: Attention, interest, desire,
action. That’s one that I had to learn from. No wonder it
took me so long to learn.

Or here’s another one: Problem, agitate, solve. Alright.
Nice formula. Totally lacking. There were other formulas.
All lacking.

The thing is, I felt a formula was needed that expressed
how I had learned to write sales letters through the
school of hard knocks.

I created a 12-step formula and later codified it in “The
Amazing Formula
” as as chapter. And broke it out into a
separate product. Actually, I first sold it in an ebook
called WSOTM, Web Site Order Taking System. But that’s
going way back.

As proof, I might site the fact that I OWN And I HAVE owned it a long freakin’
time. That’s for all the skeptics who think I take credit
for things that don’t deserve it.

Anyway, I taught this formula at a lot of seminars. The
old Boulder seminars with Jonathan Mizel and Declan Dunn.
The Carl Galletti seminars.

Before long, everbody and their dog grasped onto the
12-step formula. Wrote it up in free ebooks. Wrote it up
in articles and posted it on the Net.

All fine. All well and good. Would have been NICE to give
attribution. I guess they argue they changed SOMETHING.
What? I’m not sure. But something.

Anyway, to make a long story longer, I found out at some
point that even though I was teaching the 12-step formula,
people were NOT following. That is how I created a whole
entired category of software and products referred to as
“sales letter generators.”

I created a product called “Push Button Letters” that
forced people to follow the 12-step formula.

It was a blockbuster hit so many people created their own
sales letter software programs. More power to them. As
long as it helps people.

There are so many things that have been invented on the
Internet, you could never keep track of who invented what.
Or it would sure be tough.

I don’t even know that it’s important that I get any
credit. I can tell you that Bob Serling deserves a lot for
figuring out what he did. Corey, when he was living,
bought the rights to Bob’s outstanding sales letter

The point of this article really isn’t to pat myself on
the back, although I reckon I’ve done that a little too

It’s really about you, your sales letters and your sales.
Here are a few take aways I hope you find valuable.

1. You can now learn to write basic sales letters in a
month or two, versus the 20 years it took me.

2. There are formulas you can learn that greatly speed
your progress.

3. If you struggle, there are software programs that can
help you follow proven formulas.

{ 2 comments… read them below or add one }

sarah December 4, 2012 at 6:03 am

i am interested in the 12-step formula.

reklama lubin January 17, 2013 at 7:17 am

It’s going to be finish of mine day, except before finish I am reading this enormous paragraph to increase my know-how.

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