/sales-letter-writer

name: sales-letter-writer
description: "Write high-converting direct response sales letters using the proven methodologies of Gary Halbert (The Boron Letters) and Dan Kennedy (The Ultimate Sales Letter)—master the art of persuasive long-form copy that turns readers into buyers. Use when: **Write a long-form sales letter** for a product or service; **Create direct mail pieces** that generate response; **Write landing page copy** in sales letter format; **Craft email sequences** with direct response principles; **Develop VSL scripts*..."
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"

Sales Letter Writer

> Write high-converting direct response sales letters using the proven methodologies of Gary Halbert (The Boron Letters) and Dan Kennedy (The Ultimate Sales Letter)—master the art of persuasive long-form copy that turns readers into buyers.

When to Use This Skill

Use this skill when you need to:

• **Write a long-form sales letter** for a product or service
• **Create direct mail pieces** that generate response
• **Write landing page copy** in sales letter format
• **Craft email sequences** with direct response principles
• **Develop VSL scripts** (video sales letters)
• **Write advertorials** that sell through story
• **Create launch emails** that drive conversions
• **Improve existing copy** that isn't converting

This skill is particularly valuable for:

• Direct response copywriters
• Course and info product creators
• Coaches and consultants selling services
• E-commerce brands with high-ticket items
• Anyone selling through written persuasion
• Marketers needing to write their own sales copy

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Methodology Foundation

**Sources:**

• Gary Halbert - "The Boron Letters" (1984)
• Dan Kennedy - "The Ultimate Sales Letter" (1981, revised editions)

**Core Principle:** The success of a sales letter depends first on the market (a "starving crowd"), second on the offer, and third on the copy. Master all three to create letters that consistently convert.

> "The best thing you can do to improve your copywriting is to copy, by hand, great advertisements and sales letters." — Gary Halbert

> "The ability to write a compelling sales letter is the most valuable skill you could ever acquire." — Dan Kennedy

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What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Structures production workflow | Final creative direction | | Suggests technical approaches | Equipment and tool choices | | Creates templates and checklists | Quality standards | | Identifies best practices | Brand/voice decisions | | Generates script outlines | Final script approval |

What This Skill Does

When invoked, I will guide you through the complete sales letter writing process:

1. **Research your customer** - Deep understanding before writing 2. **Find your "big idea"** - The concept that drives the letter 3. **Craft your headline** - The most important element 4. **Structure your letter** - Proven flow that converts 5. **Write persuasive body copy** - Benefits, proof, and story 6. **Build an irresistible offer** - Stack value, remove risk 7. **Create urgency and close** - Drive immediate action 8. **Refine and test** - Optimize for maximum response

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How to Use

Provide information about what you're selling and to whom:

**Example prompts:**

• "Write a sales letter for my [product/service]"
• "Create a long-form landing page for [offer]"
• "Write direct mail copy for [campaign]"
• "Help me craft headlines for [product]"
• "Improve this existing sales letter: [paste copy]"
• "Write a VSL script using Halbert/Kennedy principles"

**Information that helps:**

• What you're selling (product/service details)
• Who you're selling to (target customer)
• The main problem you solve
• Your unique mechanism or approach
• Testimonials and proof points
• Current price and offer structure
• Any urgency or scarcity elements

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Instructions

Phase I: Research (Before You Write)

The Customer Avatar Deep-Dive

Before writing a word, answer Kennedy's essential questions:

| Question | Why It Matters | |----------|---------------| | What keeps them awake at 3am? | Identifies deepest pain points | | What are they afraid of? | Reveals fears to address | | What are they angry about? | Shows frustration to empathize with | | What do they secretly desire? | Uncovers aspirations to promise | | Who else has failed them? | Explains their skepticism | | What do they think about daily? | Enters their mental conversation |

**Kennedy's Rule:** Spend 80% of your time on research, 20% on writing.

Find the "Starving Crowd"

Halbert's #1 principle: The market matters more than the copy.

**Signs of a "starving crowd":**

• They're actively searching for solutions
• They've already tried (and failed) with other products
• They have disposable income and willingness to spend
• The problem is urgent (not "nice to have")
• They're easy to reach with your message

Collect Your Proof Arsenal

Gather all credible proof elements:

• Customer testimonials (specific results)
• Case studies with numbers
• Before/after demonstrations
• Expert endorsements
• Media mentions
• Scientific studies
• Years in business
• Number of customers served

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Phase II: The Big Idea

Every great sales letter has ONE big idea that hooks the reader.

Finding Your Big Idea

| Approach | Example | |----------|---------| | **New Discovery** | "Scientists discover hidden cause of belly fat..." | | **Secret Revealed** | "Wall Street insider reveals how the rich really invest..." | | **Contrarian** | "Why everything you know about dieting is wrong..." | | **Prediction** | "Why 90% of retirees will run out of money by 2030..." | | **Challenge** | "I bet you can't do just 10 pushups..." |

The big idea should be:

• **Emotionally compelling** (creates desire or fear)
• **Intellectually interesting** (makes them curious)
• **Believable yet