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The Art of the Sales Letter [Infographic]

by Russ Henneberry

These masters of persuasion perfected the art of the sales letter starting in the 19th century with copywriters like Robert Collier and Leo Burnett.

Along came such greats as Claude Hopkins, David Ogilvy and Joe Sugarman to perfect the art of the sales letter.

Hear what the masters of persuasion had to say about crafting a winning sales letter — apply this wisdom to your landing pages and other offers.

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The Art of the Sales Letter
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<a href=""><img title="The Art Of The Sales Letter" alt="The Art of the Sales Letter" src=""  /></a>
<a href="">Infographic brought to you by Crazy Egg Analytics</a>

Here are some particularly tweetable quotes from these copywriting masters:

“The consumer isn’t a moron; she is your wife.” ~ David Ogilvy
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“It is not uncommon for a change in headlines to multiply returns from 5 to 10 times over.” ~ Claude Hopkins
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“If you do your job right, customers have to feel guilty if they don’t buy right now.” ~ Joe Sugarman
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“If it doesn’t sell, it isn’t creative.” ~ David Ogilvy
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Russ Henneberry

Russ Henneberry is the Editorial Director at Digital Marketer. He's worked on digital marketing projects for companies like CrazyEgg, and Network Solutions. You can connect with Russ on Twitter, LinkedIn, Google+ or on his blog.


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  1. Mestikq says:
    April 2, 2013 at 2:33 pm

    Hi Russ first time on your blog. The masters of persuasion yep that’s how a sales letter should be. It should convince the buyer that he can’t live without whatever it is that your sales letter is selling. Persuasion is the key.

    • April 2, 2013 at 4:27 pm

      Well said, Mestikq. Thanks for commenting!

  2. February 20, 2013 at 10:16 am

    This is exactly what I was looking for. All these great nuggets on one page. Will add this to my site with your link. Thanks!

    • Russ Henneberry says:
      February 20, 2013 at 12:57 pm

      Glad to hear it Fay!

  3. February 15, 2013 at 4:04 am

    hey Russ,

    you create a great infographic — I’m going to tell my partners to share it on their niche blogs.

    Now, would you mind revealing how did you create this graphic and the tools you made use of? 🙂

  4. February 13, 2013 at 10:11 am

    Awesome tips. You have collected it all Russ in one place.
    The best quote for me is this: “The consumer isn’t a moron; she is your wife.” ~ David Ogilvy

    Thanks for this post.

    • Russ Henneberry says:
      February 13, 2013 at 10:44 am

      Ha ha… yep that is a good one. Thanks Ahmed!

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