Sideways Sales Letter

The Sideways Sales Letter is a marketing approach developed by Jeff Walker that divides the traditional direct-response sales letter and delivers the content over several days – in sequences. The strategy involves storytelling and mental triggers to gain trust before the product launch.

The Sideways Sales Letter approach by Jeff Walker

Walker’s strategy addresses a key issue with traditional direct marketing: people tend to jump to the price before considering the product’s story. By presenting the sales content over time, potential customers engage with the narrative before seeing the offer.

The Sideways Sales Letter is further divided into the Pre-Launch and Open Cart sequences. The Pre-launch sequence usually spans 7-10 days and is split into three or more content pieces, which will tell the story of your upcoming offer. The Open Cart sequence starts when you offer your product or service for purchase.