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The Ultimate Sales Letter, 4th Edition: Attract New Customers. Boost your Sales. Paperback – February 14, 2011

by Dan S Kennedy (Author)
4.6 4.6 out of 5 stars 1,195 ratings
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Write Well to Sell Big!

In the age of e-mail and instant communication, great sales copy is indispensable to closing a deal. But too many sales letters end up in the junk file or the wastebasket. In this new edition of his top-selling book, author Dan Kennedy explains why some sales letters work and most don't. And he shows how to write copy that any business can use.

Among other things, he provides:
  • Completely updated text and examples
  • Great headline formulas
  • New exercises to spark creativity
  • The best way to use graphics

Kennedy is the most successful, highly paid direct-response copywriter in the country. In this book, he shares his step-by-step formula so everyone can write letters that will nail the sale.
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  1. Part of series
    Ultimate Sales Letter
  2. Print length
    240 pages
  3. Language
    English
  4. Publisher
    Adams Media
  5. Publication date
    February 14, 2011
  6. Dimensions
    5.5 x 0.6 x 8.5 inches
  7. ISBN-10
    1440511411
  8. ISBN-13
    978-1440511417
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Editorial Reviews

About the Author

Dan S. Kennedy is the provocative, truth-telling author of thirteen business books total; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant, and coach to hundreds of private entrepreneurial clients; and he influences well over one million independent business owners annually through his newsletters, tele-coaching programs, local Chapters, and Kennedy Study Groups meeting in over 100 cities, and a network of top niched consultants in nearly 150 different business and industry categories and professions. Dan lives in Ohio and in northern Virginia, with his wife, Carla, and their Million Dollar Dog. For more information check out his blog at DanKennedy.com/Blog.

Product details

  • Publisher ‏ : ‎ Adams Media; 4th edition (February 14, 2011)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 240 pages
  • ISBN-10 ‏ : ‎ 1440511411
  • ISBN-13 ‏ : ‎ 978-1440511417
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 5.5 x 0.6 x 8.5 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 1,195 ratings

About the author

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Dan S. Kennedy

Dan S. Kennedy

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Dan S. Kennedy is the provocative, truth-telling author of seven popular No B.S. books, thirteen business books total; a serial, successful, multi-millionaire entrepreneur; trusted marketing advisor, consultant and coach to hundreds of private entrepreneurial clients running businesses from $1-million to $1-billion in size; and he influences well over 1-million independent business owners annually through his newsletters, tele-coaching programs, local Chapters and Kennedy Study Groups meeting in over 100 cities, and a network of top niched consultants in nearly 150 different business and industry categories and professions.

As a speaker Dan has repeatedly appeared with four former U.S. Presidents; business celebrities like Donald Trump and Gene Simmons (KISS, Family Jewels on A&E); legendary entrepreneurs including Jim McCann (1-800-Flowers), Debbi Fields (Mrs. Fields Cookies), and Nido Qubein (Great Harvest Bread Co.); famous business speakers including Zig Ziglar, Brian Tracy, Jim Rohn, Tom Hopkins, and Tony Robbins and countless sports and Hollywood celebrities. Dan has addressed audiences as large as 35,000....for more than ten consecutive years, he averaged speaking to more than 250,000 people per year.

Dan lives in Ohio and in northern Virginia, with his wife, Carla, and their Million Dollar Dog. He owns, races and drives professionally in about 100 harness races a year at Northfield Park near Cleveland, Ohio, accessible at http://www.NorthfieldPark.com and frequently televised on the TVG cable network.

For more information check out my blog at www.dankennedy.com/blog/

Customer reviews

4.6 out of 5 stars
1,195 global ratings

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Customers say

Customers find the book easy to read and informative. They find the information practical and actionable, with examples of real ads. Many consider it a valuable resource and worth purchasing. However, opinions differ on the design aspect - some find it cutting edge and creative, while others feel it's too focused on envelope design in an electronic age.

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ReadabilityInformation qualityValue for moneyDesign
88 customers mention "Readability"83 positive5 negative

Customers find this book easy to read and a must-read for copywriters and marketers. It covers the basics of copywriting and is a classic on the art of writing. The content is good, though some readers mention the resolution of the examples is too low. Overall, it's a valuable resource that starts with the basics.

"...on direct marketing, Dan Kennedy also shares timeless principles of writing sales letters that can be applied even today no matter what kind of..." Read more

"...has presented some useful methods of putting together an effective sales letter. It's probably one of the better books on the subject to date...." Read more

"...new to the world of sales letters, this book takes you through the whole process from A-Z. The book is extremely accessible (minimal use of jargon)..." Read more

"...Sales Letter is truly jam-packed with value and is a must-read for any copywriter or marketer IMO...." Read more

54 customers mention "Information quality"51 positive3 negative

Customers find the book informative and practical. They say it's a great resource for marketing, with examples of real ads to illustrate. The book is all about practicality, with some formulas and samples to get you started. While written in the 90s, the lessons are timeless.

"...shares a step-by-step process he used to write a copy, very detailed with various examples...." Read more

"...When I buy a book, all I want is good, useful information --- not an ad for the author. But enough of that. This is a good book...." Read more

"...Z. The book is extremely accessible (minimal use of jargon), gets right to the point (do this, don't do that), and you'll find yourself using the..." Read more

"Although the book is old, the lessons are timeless. As a 12 year copywriter, Dans lessons work perfectly in emails and online...." Read more

14 customers mention "Value for money"14 positive0 negative

Customers find the book offers good value for money. They say it's a must-read for anyone who needs help with writing sales letters. The book provides proven strategies that increase profits.

"The Ultimate Sales Letter is truly jam-packed with value and is a must-read for any copywriter or marketer IMO...." Read more

"...but I have to give Mr. Kennedy props... he always produces top quality books and courses!" Read more

"Dan is the best in the biz. Great tools and ways to view long copy. Learned some great info from this book as a novice." Read more

"...Tons of real life examples. Worth 10X the price." Read more

8 customers mention "Design"5 positive3 negative

Customers have mixed opinions about the book's design. Some find it cutting-edge and extraordinary, providing excellent ideas and actionable content for marketing. Others feel the examples are overly focused on envelope design in an era of electronic communication, with too many paragraphs and clip art.

"It was probably very cutting edge back when written but now the tips and process are tired and out of touch...." Read more

"...It gave me many excellent ideas and tons of actionable content." Read more

"...Too much attention for the design of envelopes in the electronic communication age. I find too much information is out-dated." Read more

"This book has opened my eyes and mind to creative and fun strategies in regards to writing sales copy...." Read more

Good read. Helped tareq me understand the POV to grasp customer's
5 out of 5 stars
Good read. Helped tareq me understand the POV to grasp customer's
Good read
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Top reviews from the United States

  • Laura De Giorgio
    5.0 out of 5 stars A lot of great information for writing sales letters
    Reviewed in the United States on March 31, 2014
    Verified Purchase
    While some information in this book is a bit dated and it was primarily focused on direct marketing, Dan Kennedy also shares timeless principles of writing sales letters that can be applied even today no matter what kind of sales letters you are writing.

    Getting to know your target audience will never become outdated, and the suggestions he shares from his past experience are quite thorough. He mentions that in order to get into the mind of his readers, in this instance dentists, he'd read every industry publication every month, visit websites that host discussions forums for dentists, subscribe to email groups where only dentists communicate back and forth, attend industry functions, conventions, seminars, trade shows, he'd play prospect, and routine mastermind with dentists.

    He then shares a step-by-step process he used to write a copy, very detailed with various examples. He shares a fill-in-the-blank headlines with examples, different ways to attract attention and to overcome barriers, how to re-write and then he offers an extensive check-list with 35 points to check your copy.

    Yes he does have a plug for his website and services which I find appropriate in this book, and he also has a plug for few other tools like mike Capuzzi's CopyDoodles.

    He then suggests re-writing for passion, and editing for clarity, and how to test your copy.

    At the end of the book you'll find additional resources.
    16 people found this helpful
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  • Sumeet Vatsa
    5.0 out of 5 stars Outstanding book
    Reviewed in the United States on May 29, 2024
    Verified Purchase
    I am rewriting some of my sales letters to adhere with the insights from this book.
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  • AncientStorm
    4.0 out of 5 stars One of the better books on sales letter creation
    Reviewed in the United States on June 23, 2011
    Verified Purchase
    Kennedy does a good deal of blowing his own horn, promoting his own sites and products he probably has a financial interest in. He also promotes his own copywriting skills and offers them for sale in the book. Moreover, he offers up his political views in more and more of his writing. When I buy a book, all I want is good, useful information --- not an ad for the author.

    But enough of that. This is a good book. As a professional copywriter who has written successful sales letters for over 40 years, I can tell you that Kennedy has presented some useful methods of putting together an effective sales letter. It's probably one of the better books on the subject to date. This update is a true update. Yes, there's some copy from previous editions but, for the most part, it's new stuff.

    Just about every copywriter has different ideas on what makes a good sales letter. Few agree on everything. But we all agree on the basics and that's more or less what you'll get here.

    This is not an in-depth book. It's not a course and you're not going to be able to go out and sell your skills as a copywriter for $15,000 a letter after you read it. But it will help you to get a basic understanding of the parts of the sales letter and how to put them together so they sell.

    Recommended.

    -- Susanna K. Hutcheson
    9 people found this helpful
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  • DALwrites
    5.0 out of 5 stars Extremely useful!
    Reviewed in the United States on April 19, 2011
    Verified Purchase
    For someone who is completely new to the world of sales letters, this book takes you through the whole process from A-Z. The book is extremely accessible (minimal use of jargon), gets right to the point (do this, don't do that), and you'll find yourself using the principles almost immediately. I had a freelance sales letter opportunity fall in my lap soon after reading this, and I made myself sound like an old pro; the client was satisfied from the first draft forward. The book really is that good.

    The only item that irked me, especially as the book drew to a close, was the amount of "upselling," both for the author's products as well as those of some of his colleagues. However, this is ultimately a sales book, the author apparently knows what he's doing, and it did not detract from any of the real content.

    Overall, I couldn't recommend more highly, whether you're a complete beginner looking for the inside track, or a seasoned pro searching for some fresh ideas.
    23 people found this helpful
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  • Diana
    5.0 out of 5 stars Simple, timeless advice
    Reviewed in the United States on September 21, 2023
    Verified Purchase
    Although the book is old, the lessons are timeless. As a 12 year copywriter, Dans lessons work perfectly in emails and online. Ad these examples to your swipefile.
    2 people found this helpful
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  • Dan
    5.0 out of 5 stars A Classic from an Old, Wise Master
    Reviewed in the United States on October 1, 2020
    Verified Purchase
    The Ultimate Sales Letter is truly jam-packed with value and is a must-read for any copywriter or marketer IMO. Dan Kennedy is like a Yoda of marketing, and he will guide you to all the riches your heart desires - if you study him carefully and implement his wisdom.
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  • Cameron
    5.0 out of 5 stars It should cost more money.
    Reviewed in the United States on November 8, 2022
    Verified Purchase
    I have not applied anything from this book yet, but I know that it works because it all makes sense. I made a comparison with what was taught in this book and I do realize that everything being said here is accurate.
    One person found this helpful
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  • Alvin C.
    4.0 out of 5 stars Good Resource for Entrepreneurs
    Reviewed in the United States on October 19, 2022
    Verified Purchase
    I would highly recommend this publication for new business owners, like myself. I found the principles laid out in this book to be very practical—they can be implemented immediately, and straight forward. I appreciate the author's expertise in the area of writing sales letters and believe this is a valuable resource for those looking to write sales letters themselves (as opposed to outsourcing). Not at all disappointed!
    4 people found this helpful
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Top reviews from other countries

  • JP Leonardo
    5.0 out of 5 stars Great book
    Reviewed in the United Kingdom on June 10, 2024
    Verified Purchase
    I enjoyed this book. This is something I know I will need in the future to master my sales letter and look into copywriting—the difference and structure to attract the right people in your field. Anyone involved in business has to read this book. I strongly recommend.
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  • Nina Maglic
    5.0 out of 5 stars great book
    Reviewed in Germany on April 18, 2023
    Verified Purchase
    Dan Kennedy is a genius when it comes to copywriting , advertising, and business. Even if you work as a copywriter you will love this book, because you will see amazing samples of high converting sales letters and learn a thing or two that can change your business forever!
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  • David Leifsson
    5.0 out of 5 stars Easy to understand and make you want start writing salesletter
    Reviewed in Sweden on February 4, 2023
    Verified Purchase
    I have limited knowledge of writing salesletter. What I know a lot of is logistics and this book make me want to use those methods writing salesletter for my logistics coaching course.
    Really like the book and highly recomend the book.
    Report
  • Anubhav
    5.0 out of 5 stars Straight to the point
    Reviewed in India on January 8, 2023
    Verified Purchase
    Best marketing book with a lot of secrets that i didn't knew about. Highly recommended this to serious people out there.
    Report
  • Kindle Customer
    5.0 out of 5 stars Awesome Read, Great Take Away
    Reviewed in Canada on April 14, 2020
    Verified Purchase
    Valuable insight and direction for a relatively new copywriter!
    Dan's real-world application examples and sample letters really put into perspective, just how instrumental a well-written sales letter can be to any business.
    Thank you Dan!
    Report