February 20, 2017

How To Write a Close That Makes More Sales

There comes a time when you need a good promotional email, blog post or video — a piece of content that closes with a hard sell.

Likewise, one of the critical elements of any killer sales letter is the closing. If it’s going to be effective, it should close the sale, seal the deal, and make you money.
 

Close the sale


 

You’re likely not comfortable with this.

 
Trust me, I know how that feels. Personally, I have value down pat. I have more value than you can wag a stick at, but I haven’t always felt comfortable, or even understand, how to simply ask for the sale.

As a result, the extent of my online earnings has been similar to the income I made as a public school teacher. At some point, you just have to cross that line. This post will help you with that.

I have received FAR MORE “high fives” and “pats on the back” than cold hard cash in my pocket for the content I produce.

It’s an unsavory distinction that I’m working hard to overcome. It might be what the doctor ordered for you too.

You see, you can have the perfect opening, hook, bullets, and value builder. You might be able to get your customer on the “right side” of the order button. But if you don’t do several critical things at the end of your copy (whether it’s a blog post, email, video or sales letter), your prospect will close the browser window and go back to what they were doing.

Many marketers fail miserably at how to close and make more sales. If that sounds like you then you’ll want to read closely or else it can end up costing you sales.

How To Ask For The Sale

 
Your close will begin after you’ve provided the main value benefit which is the reason for the blog post, email or video in the first place. If this is a sales letter, insert your close just before you discuss the guarantee and/or reveal the price of the product.

Let me even provide you with a sub headline that you can use… it might go something like this:

Now’s The Time To Take Action And Start [Insert The Big Benefit]

 
This sub headline allows you to get going toward a sale right away. It’s a command. The command is “take action.” Also, not that it’s not so obvious. It’s not not obvious either. But my point is that if you say something that is too direct like, “Buy This ______ Now!” you’re going to raise resistance not desire.

We’ll call this an “embedded command.” The goal of an embedded command is to give a command that eeks under your prospect’s emotional radar.

After the sub headline, the easiest way to get started with your close is to use an “either-or” scenario.

Here is an example of the “either-or” scenario taken from a recent sales letter I ghost wrote:

Now’s The Time To Take Action
And Start to [Big Ass Benefit] and Make It Happen

 
You have two choices:

Choice #1:
 
You can continue to feel the stress and overwhelm of ____________: long hours in front of the computer, and for what? What’s it all for if you’re not seeing any results?! Let’s face it, while you sift through all your options and all your resources which actually continue to keep pushing you further and further from your goals, you’re falling behind. You don’t have a step by step ____________ that works for you – plain and simple.
 
Choice #2:
 
Or you can purchase ____________ and begin to enjoy the sweet rewards of ____________: influence that equates to more money, more clients and even fame (if you want that). All of it on your terms. Because if you take action with ____________ you will see your ____________ gain traction on all of these things.

 
(NOTE: for client and program anonymity, I needed to include the ____________ blank spaces)
 

See What We Did Here

 
We got the prospect to imagine what life would be like if and when they experience the benefits of the product.

Sometimes using scarcity works too. If I were to use scarcity in my copy, I’d want to repeat it after the “either/or” scenario.

Some folks think scarcity is manipulative. It certainly can be IF it’s not used with integrity.

But what is great about scarcity is that it gets the customer to feel urgency. When you say something like, “I am only letting the next 20 courses go out the door and 14 are already taken!” It gives them a reason to order now instead of next week sometime when they might forget about it.

In other words, it gets them to take action NOW.

That’s a good thing. What isn’t cool is if you write something like that, but go onto sell another 50. You must stick with your word. This is a matter of integrity. Integrity trumps making more sales any day of the week.
 

Call To Action

 
Here is a call to action I’ve used before. You are welcome to use this:

So order today… right now… while it’s hot on your mind!

 
Tell your prospect flat out loud to order your product! It’s a simple step, but many marketers leave it out. Next time you won’t. Wow! Was that hard? Heck no, it’s a no brainer, right?!

Here’s Your Call To Action


 
If you want to quickly learn to write persuasive sales and lead-generating messages in a VERY affordable six-week copy writing crash course with the world’s foremost copy writing teacher, click here.

Or if you rather be congratulated for your content and people skills while never making more than a teacher’s salary then keep doing what you’re doing.

The choice is yours.

From my shoes I rather master the ability to make genuine friendships with as many potential buyers and business-builders as possible. Because when people like you, and trust you, they’ll naturally want to do business with you!

For more copy writing mastery, go here now.

About Eric Walker


Eric is an 80/20 Marketing staff member and marketing collaborator. He spends his days writing content and copy for a marketing purpose. Eric is an optimist. He believes in a bright future and our ability to build it together. If you have a question, and/or would like to communicate with Eric directly, email Eric@8020MarketingInc.com

Comments

  1. no site yet but trying to to cover different items from products to information help every day I see things that might help people and looking for best way to let people know about them . this is a great help and give something to learn from thank you ED Barber

  2. Great article Eric. I definitely needed this information on how to write a close to make more sales. (School teachers don’t make a lot of money) The Ultimate Copywriting Crash Course is an excellent product. If didn’t already have it I would have followed your advice and bought.

    Who was it that said the most important business building skill you can learn is copywriting? Not sure, but I’ve heard it repeated by Ann Seig as well as several other top marketers. If they think it’s important than we need to listen.

    Have a great day.
    Ruth

  3. Thanks Ruth, I once heard myself say about a product I already bought after actually reading the sales page, “I like this so much, I might buy it twice.”

  4. Kari Baxter says:

    Excellent article & desperately needed! I have a feeling a lot of people (myself included) avoid the hard sell. You’re absolutely right–I can create fabulous, “valuable” content all day long, but at some point it’s all for nothing if I DON’T ASK FOR THE SALE!

    It’s not nearly as scary as we think. Your templates and examples really help me know what to say in those moments. Thank you!

  5. Raymond Clark says:

    Thanks family I hope you all have a better than perfect week and I hope to talk to you soon.

  6. I am SO going to use this either-or close! You know, it’s weird…the more I read these marketing articles I realize I have “accidentally” done some of the tactics, yet had no idea why or that there was even a “designed purpose” for them! Maybe I’ll accidentally be successful? NOT! I’m going to have a very full notebook of new terms and strategies from all I’m learning from you. TImeless info…
    Thanks Eric!

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