Mastering The Sideways Sales Letter: New Approach To New Launch

Want to launch a product or service that provides value, engages an audience and 10x your sales?

You may want to follow the master of product launch, Jeff Walker.

It is now more challenging to capture your audience’s attention with one ad or email as they are getting more distracted than ever.

Instead, you need to use a sequence of content. And the most effective way to do this is through the Sideways Sales Letter (SSL).

The Sideways Sales Letter (SSL) is a step-by-step process that will help you deliver valuable, helpful content to your audience or customers (without giving everything away). It will naturally lead to sales without being sleazy.

Each piece of this sequence is called Pre-launch Content (or PLC).

Each PLC has specific steps that will walk your prospects down a logical path (a problem) – to the solution you’ll offer them.

Want to learn the secrets behind 6-figure launch?

Join Jeff Walker’s Free Masterclass Training on how to apply Sideways Sales Letter to launch a successful product or service.

Creating buzz and anticipation to engage your audience.

Join Jeff Free Masterclass now

Create Your Problem Solution Path (P.S. Path)

The Problem Solution Path is how you structure your Pre-launch Content so that it naturally leads to the sale. It can make your launch more successful when done right,

In the old-style “long form” sales letter, the formula was: Problem, Agitate, Solve.

The old sales letter works well as a way of helping people realise that they have a problem and introduce a product that can solve it.

The problem with the old long-form sales letter

It does not create value for those who are reading them
Low Conversions rate
it does not engage people

And that is the reason Jeff came up with a new approach.

We need to use the P.S. Path in the Sideways Sales Letter.

Problem, Solution, Problem, solution, problem…

In your first Pre-launch Content (typically a video), you define a problem the audience are facing, and then you actually solve it for them.

You provide them with the solution. So, you’ve built real value for your prospective buyer.

Then, at the end of the Pre-launch Content, you will define the next problem.

In other words, the solution has the roots of the next problem.

Then, you repeat that for PLC 2 and PLC 3.

So it’s problem, solution, problem, solution, problem, solution, and then you present the ultimate solution in your Sideways Sales Letter.

The ultimate solution is your product or service: Ask them to invest.

The Sideways Sales Letter Genesis

Jeff Walker, the author of the Launch book and product launch formula training program, introduced the Sideways Sales Letter.

Jeff teaches how to use the Sideways Sales Letter in his training to launch successful products and services.

It leverages the power of creating content sequences, storytelling and email marketing to engage the audience.

Why The Sideways Sales Letter Works?

It provides value
It engages the audience
It creates awareness
Room for telling stories

Breaking Down Your Sideways Sales Letter

Break it down into 3 part series

According to Jeff Walker, Sideways Sales Letter is divided into three Pre-launch Contents:

PLC 1: introduce a problem and hint at the solution

PLC 2: Deepen the problem and introduce your solution

PLC 3: Offer more solutions and include a call to action

Write Engaging Stories

Jeff attributes his success to his ability to craft compelling stories that resonate with his audience.

You can do the same thing. Use reliable and true stories that resonate with your audience.

Let’s say you’re selling a podcast program. Share stories of one or two people who’re struggling with podcast marketing before discovering your online course.

When creating the pre-launch content, ensure that each email provides value and leads the readers toward the end goal.

It is very crucial to focus on educating and engaging your audience and avoid being too salesy

Using Email Marketing For Sideways Sales Letter

Understand how to personalise your email to increase engagement

Crafting compelling subjects to increase open rates
Write clear and engaging email copy
Add multimedia elements
Optimise your email for mobile devices

Analysing Your Sideway Sales Letter

During your pre-launch content, analysing your sideways sales letter is essential.

Some Key Metrics to Track

Open rates
Click rates
Conversion rates

With these metrics, you can find the emails with the highest engagement and those that need adjustment and improvement.

You can improve your sideways sales letter through the following

A/B split test email subject lines and content
Ask for feedback to know if the content is resonating with your audience and if there is a need for improvement.

Launch With Sideways Sales Letter

Let’s look at how to apply a sideways sales letter to launch a successful digital product.

Applying the Sideways Sales Letter involves creating email sequences that build excitement, educate the audience and drive conversions.

Below are the step-by-step tips for using the Sideways Sales Letter to launch a successful product.

The Pre-launch

List Building

Offer valuable free content related to your product launch. For example, it could be videos, eBook webinars and checklists for visitors to sign up.

Create a converting Opt-in form: Add the form to your site. You can also build a landing page to offer a better design with your lead magnet.

This phase is crucial to using a sideways sales letter to launch a successful product.

To follow Jeff’s steps, he uses videos for his pre-launch content.

Set the launch date

Save the date: Announce the upcoming product launch date to create awareness.

Share content: continue sharing valuable content that solves the problem your audience is facing.

Problem solution, problem solution etc

2: The Launch

Part one: Introduce the problem

Write Email subject line: Write a captivating email subject line

Create content: In your email, introduce a problem your target audience are facing.

Tell a story: Share a story of people facing challenges with the problem

Add call to action: Inform your readers what they should expect in your next email. This is where you will go deeper into the problem

Part Two: Deep more into the problem and hint solution

Email Subject Line: Problem and how to fix it

Content: State why the problem exists and it impact on your audience

Tell a story: Continue the story and explain when the person finds a solution

Add call to Action: Talk about the solution and promise to reveal it in your next email

Part 3: Offer the Solution:

Email subject line: Revealing the Solution to [problem]

Content: Introduce your product as a solution

Story: Conclude and state how the customer overcame the problem using your product or service.

Call to Action: Make your call to action clear, like offer available in 3 days, sign up for a free trial, get a discount, save 20% today, etc.

3. Post Launch

Follow Up: Build a strong relationship with follow-up

Thanks You Email: Send a thank you email to customers who purchase your product or service and offer helpful tips on how to get started.

Ask For Feedback: Ask for testimonies and feedback to help improve the product and for social proof.

Continue engagement: Don’t just stop there. Send more valuable content and updates to keep them engaged.

And that is it.

As you can see, applying Jeff Walker’s Sideways Sales Letter technique is easier than many people think.

The Sideways Sales Letter technique provides a way of delivering your messages through email sequences rather than all at once.

The approach creates buzz, engages the audience and increases the conversion rates.

The Sideways Sales Letter technique involves breaking the message into 3 sections.

Introducing the problem
Deep more into the problem and hinting at the solution
Offering the solution

It is what Jeff teaches in his program: product launch formula.

Jeff goes deeper into using the Sideways Sales Letter technique to launch a profitable product.

The 4 Key Elements for Successful Launch

Storytelling: Use a true story to engage your audience

Unique selling point: Explain the value proposition of your product and state how your product or service solves the problem.

Social Proof: Add testimonies, case studies or success stories to build more credibility,

Urgency: Use limited-time offers or bonuses to create a sense of urgency

Consistency: Consistency is the key.

By breaking your sales message into these 3 phases and delivering them in a series of email sequences, you can build a strong relationship with your audience and 10x your conversion rates.

Conclusion

There is more to learn when it comes to launching a successful product. The above steps can help you structure your launch using the Jeff Walker SSL.

I recommend that you join PLF training to help you achieve your goal. Jeff is a master trainer who has trained thousands of people like you to launch six-figure products.

Also, join his free masterclass training, where he will reveal all his secrets for launching and growing your business.

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Oyundoyin Anthony

Oyundoyin Anthony is a blogger who offers helpful contents to people and recommend different products for their needs. He enjoys helping people to achieve success in their business.
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