This book is a compilation of five issues of a newsletter that Ben no longer publishes.

His suggested structure for a sales letter is: headline, lead, story, bullets, close.

Each chapter focuses on one of these elements. Ben first defines the element and explains its purpose in the sales letter. He then suggests a number of styles for writing each element. The styles are usually explained and demonstrated with one or more examples.

Ben points out that you can only write an effective sales letter if you understand your market. In the first chapter he gives a list of questions to ask about your market. This is one of the best approaches that I’ve seen about how to understand a market.

Each chapter concludes with Ben’s critique of a reader’s sales letter.

Ben provides a lot of solid information in this short book.

I’m not giving this book a 5-star rating because of some formatting problems.

Several of the critiques include a link to the original sales letter. However, it’s not possible to know if it’s been changed since Ben critiqued it. It’s too bad he didn’t make a static copy of the item and put it on his website. Then we would know that we’re seeing the same page that Ben commented on.

There were a couple of instances where it’s hard to tell where a quote ends and Ben’s comments begin. I don’t know if this is Ben’s fault or a problem with Kindle. (I’m using Kindle for Windows computers.) This formatting issue just made the book more of a struggle to read than it should have been.

If I could I’d only knock off half a star for the formatting issues.

If you want to learn an easy to follow method for writing a sales letter, I recommend this book. You’ll still need to do the work to master the techniques that Ben is teaching, but he’s given you a lot of good material to point you in the right direction.