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.
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:
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:
(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:
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!