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

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Dan S. Kennedy (Author)
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Dan S. Kennedy (Author)
53 customer reviews
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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 years for both large and small businesses. He is also 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. and Canada while his Web site receives more than 10,000 dedicated visitors a month.
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Product Details

  • Series: Ultimate Sales Letter
  • Paperback: 240 pages
  • Publisher: Adams Media; Third Edition edition (February 20, 2006)
  • Language: English
  • ISBN-10: 1593374992
  • ISBN-13: 978-1593374990
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 13.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (53 customer reviews)
  • Amazon Best Sellers Rank: #304,638 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

38 of 40 people found the following review helpful
Not much detail
By Loren Woirhaye VINE VOICE on May 26, 2008
Format: Paperback Verified Purchase
Dan Kennedy is a master of marketing and self-promotion.

This book functions to up-sell his other books and courses.

No problem there. That's the nature of his business,
which I admire.

This book isn't very long. It's printed on cheap paper.
It's a quick read.

Basically its a 20+ point outline of the elements of a
good salesletter. It won't teach you how to write copy
or how to think like a marketer - that is beyond the scope
of this book.

You could read this book and take a page or two of notes
and be done with it. In a way it's very concise and
fluff-free.

There are a lot of more-detailed copywriting books out there.
If you are writing for competitive markets you need a lot
more education than you will find in this book.

If you are writing for local business - say soliciting clients
for a pool-service, then this would be good - because few
people have ever read a salesletter about a pool service
and they'll be impressed that you cared enough to write one.

It's basic stuff. Not a bad reference if you already know
how to write copy and want something to carry in your laptop
case though.
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30 of 37 people found the following review helpful
Save Your Money!
By B. Matthews on July 1, 2006
Format: Paperback Verified Purchase
I was extremely disappointed in Dan's book. Really, it was pages and pages of reference to his website, where, in the book, he tells you that you can go to find valuable information. When you go to the site, you find that the "valuable" information is just that--valuable (highly priced). This book is nothing more than a sales pitch. Its amazing that someone can sell a book that is really just a sales pitch for high priced seminars and pricey information.
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10 of 11 people found the following review helpful
An important business tool, skillfully explained
By Pamela K. Gitta on May 10, 2006
Format: Paperback Verified Purchase
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.
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5 of 5 people found the following review helpful
Useful Book
By A. Ghose on April 5, 2006
Format: Paperback
This book is well-written. It is easy to read and keeps your interest in general, although it is sometimes a little repetitious and slow. I guess the author repeats the point to make sure you get it.

Some of the author's ideas are new and thought-provoking, but you have to wade through some material which sounds like every other book on this topic, as well. In any case, if you are patient you will take away some neat new ideas that you will find yourself using and referring to.

I like the examples and anecdotes he/she uses to illustrate his/her points - they are really interesting and I have found myself using the examples and referring to them in everyday conversations with people, which is great. I only wish that there were some more examples because it is not always easy to see the point when no example is offered.
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9 of 11 people found the following review helpful
Don't Write a Sales Letter Until You Read This Book!
By Monty Rainey VINE VOICE on April 6, 2007
Format: Paperback Verified Purchase
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.
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Most Recent Customer Reviews

The absolute best book on writing sales letters

I have the 1990 copy, it's a little battered but it's been sitting on my desk since 1990 and I use it to get me started writing and the brainstorm ideas. Read more

Published 4 months ago by Neil Mayger
Dan Kennedy: a trusted advisor.

Dan Kennedy is another marketer at the very top of my pyramid of trusted advisors. He formed an exceptional team with Dave Dee and their products are full of advice and wisdom. Read more

Published 6 months ago by Antonio F. Granados
Another Must Read book from Dan Kennedy for Anyone Serious about Sales...

Since pretty much anybody who is anybody in sales and marketing learned from Dan Kennedy, and since Dan Kennedy himself never stops learning and improving, it's fair to say that... Read more

Published 7 months ago by Christine A. Sutherland
Five Stars

Very Happy

Published 10 months ago by John Bair
Just okay

It was okay- it's really just about him giving a lot of ideas but no information on how to apply them

Published 10 months ago by Rockman Cannon
Awesome Book

Dan Kennedy is one of the guys that all of the best marketers study to learn how to become the best. This book shares some great insights into marketing and writing sales letters

Published 21 months ago by Mike O'Donnell
A great confidence-builder

This book has bolstered my confidence in writing sales letters and other marketing materials. I refer to it again and again. Read more

Published on June 5, 2013 by Graybenn
Sales Letters

Good presentation.
Great ideas.
Really helping with my career.
Some examples of letters are a little hard to read due to small format on page.

Published on May 15, 2013 by Diana C Linnett
Great Information Inside

Great Information Inside...An awesome tools to assist in marketing letters.
One of the best information guides I own. Highly recommended

Published on April 27, 2013 by Mario Anthony Salvi
Simple to read & very useful

I bought this for a friend who admits he is grammatically challenged & it has helped his business tremendously. Highly recommend.

Published on April 26, 2013 by Estrellita Velez

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