Enter the Sideways Sales Letter™ The secret of the Sideways Sales Letter™ that I stumbled onto was this: Instead of taking eight or 12 or 20 pages to tell the story in a long, vertical sales letter, I flipped the sales process on its side. Instead of pages, I used days. Instead of a 10-page sales letter, I used a 10-day sequence. Instead of one super-long letter, I split it up into a series of contacts over a number of days. We call those contacts “Prelaunch Content” or “PLC.”
