With the help of the always excellent @rhinett, I’ve updated and expanded my popular copywriting infographic…

It now covers an entire direct response sales letter.

As you can see below, I’ve included the main sections you’ll find on a typical letter and offered some advice on how to handle each.

Of course, this is by no means the structure every long copy sales letter must conform to, but I have written many successful promotions that have followed this format and worked very well.

Hopefully it will give experienced copywriters a useful reminder of the key elements to include and provide new copywriters with a pretty decent model to follow as you develop your own sense of what works in direct response copy.

Copywriting Infographic
Written by @allgoodcopy
Designed by @rhinett

As I say, I hope people will find our copywriting infographic useful…

If that is the case, please do feel free to share the image itself on Twitter, Facebook or any social network you prefer. Heck, you might just want to email it to a fellow copywriter or marketer.

Either way, I thank you in advance if you do decide to share it. It’s much appreciated.



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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