Take a look at this copywriting infographic…

Of course, there are many weird and wonderful ways to structure a direct-response sales letter.

As with most things in copywriting, there are no hard and fast rules.


There is one particular structure that I return to time and time again and it always produces good results.

By following this particular template, I’ve found that it allows you to focus on a number of fundamental direct-response copy elements that are key to the success of a sales letter.

In fact, the ideas here can be applied to copywriting far beyond the sales letter format.

The copywriting infographic was very kindly designed by Rhinett Designs (who you should follow at @rhinett).

I hope you find it useful and can incorporate some of the elements into your copy.

how to structure a successful direct-response sales letter

I’d love other people to see this too, so if you’re able to share it, that would be grand.



Glenn Fisher is an author, copywriter, podcaster and speaker. After a number of years working in the local council, he left to become a copywriter and founded AllGoodCopy.com, a free online resource for direct response copywriters and marketers. For over a decade he worked with The Agora, a multi-million pound international financial publisher before leaving in 2018 to write freelance. His first book, The Art of the Click, has quickly become an Amazon bestseller and was shortlisted for the Business Book Awards. He is the host of the popular All Good Copy Podcast and regularly writes and consults for numerous businesses, brands and ad agencies. He lives happily with his partner Ruth and dog Pablo on the east coast of England.

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