letters. In fact, writing great sales letters is more of a science than an art. Even the pros use proven "templates" to create sales letters that get results. The following is a 12-step template for writing foolproof sales letters.   Overcoming the Hurdles Leading to Buying Resistance   Every person has some form of buying resistance. The objective of your sales letter should be to overcome your readers buying resistance, while persuading them to take action. I liken writing a sales letter to running a steeplechase foot race. The first one to the finish line who jumps over all the hurdles is the winner, or in this case, gets the sale.   Whether youre giving a sales presentation in person or on paper, the process of overcoming the hurdles leading to buying resistance are much the same. These hurdles are manifested in many spoken and unspoken customer comments such as:   1. "You dont understand my problem" 2. "How do I know youre qualified?" 3. "I dont believe you" 4. "I dont need it right now" 5. "It wont work for me" 6. "What happens if I dont like it?" 7. "I cant afford it"   Results-oriented sales letters will need to address some or all of these objections to be effective. The 12-step sales letter template is designed to overcome each of these objections in a careful, methodical series of copywriting tactics. The 12 steps are:   1. Get attention 2. Identify the problem 3. Provide the solution 4. Present your credentials 5. Show the benefits 6. Give social proof 7. Make your offer 8. Inject scarcity 9. Give a guarantee 10. Call to action 11. Give a warning 12. Close with a reminder   Each of these 12 steps add to readers emotions while calming their fears.   Motivation Is An Emotional Thing