You know how most people close an ad? Ask the sale?
With the same conviction of a shy nerd asking the most popular girl in school for a date.
They’re asking for the sale…
… but they’re expecting the prospect to DECLINE their offer, they are expecting the sale to be lost, so they don’t bring any confidence to the process.
It’s exactly like in high-school.
The nerd fantasises that SHE, the hottest girl will give him a chance… that they’ll end up together… that they’ll be happy.
But in his mind it is like — who am I to actually have her?
Who am I to deserve such a girl? I’m just a… nerd, and she’s a goddess.
So are most marketers — on a conscious or unconscious level, they so much lack conviction that the prospect need the product, that they don’t believe they’re worthy of the money.
And if you’re in that position…
… by selling your products or service, then let me tell you something.
A close in a sales letter or FB ads or any sales material must TRANSFER confidence from you about how good your product is… to the prospect.
Your own emotions about the product… that it’s the best… that it is worth ten times, one hundred times, one thousand times, one bazilion times more than what he’s paying must be transferred in the emotions, in the copy, in the way the close is framed.
Your own conviction must be that this product is the BEST THING EVER.
I mean, let me ask you — if you invented a pill that actually helped people lose weight, safely, easily, fast, like twenty pounds per month just taking a pill…
… and you knew it is working 100%, you knew that it’s amazing value for money and it made so many people happy, would you be shy about it?
Would you feel like tip-toing around your prospect?
No. Of course not.
You’d be like — listen here, this is the best thing ever and it will change your life. You’ll look hot and you’ll feel sexy. It will save you so much pain. It will save you time by not going to the gym anymore. It’s the solution you’ve always wanted.
And if you don’t buy this — after you’ve discovered what it does and you’ve seen absolute proof that it does delivery — then honestly, you are an idiot.
This is the attitude one must get into a close.
Not “maybe, if you would consider buying my product and sending me the money” but “here it is, it works, it’s what you want it, the only logical conclusion is to actually buy it. If you don’t, I don’t know what’s wrong with you”.
And this conviction becomes reality, you know?
You are so convinced that the product is good…
… that your prospect becomes convinced too.
So how do you actually close?
Let me teach you three different closes.
FIRST — The Three Roads Close
In almost any offer, you can give your prospect three choices.
These are do nothing (and everything will stay the same)… go with a competitor (and miss out on the advantages your product has)… or go with your product (and get all the wonderful benefits and life that your product will bring).
This works very well because it clearly explains consequences.
It’s a simple close anyone can pull and when in doubt, go with this format. Just a word of caution here — you must really add salt on the wound you know?
If he has done nothing for years — then you must make it clear that life won’t change, the problem will just get worse. And if he wants to go with a competitor, then you must make it clear how he’ll pay more and get less, really dramatise this.
SECOND — Christmas Carol Close
I guess you’ve seen the movie… or the cartoons… or read the book. You are basically the ghost from the book but you’ll future pace him.
This is a fancy way of saying that you’ll tell him what will happen in six months… three years… five years… ten years… by taking action now. You’re taking those benefits and you’re projecting them on different points in time, so he can see that there are immediate consequences but his actions now will also transform his life way, way into the future.
Similarly to the three roads close — you’re dramatising the consequences. You can also do a negative projection — what will happen in the future if he doesn’t take action.
I like to limit this to three points in time only.
THIRD — Scarcity Close
You need to understand how to do this properly.
You can’t have scarcity if there is no need or want. To make something valuable by having less of it there must actually be some interest.
Example — if I find a hotel that has a nice room at a very good price, but only one remaining, that’s real scarcity. I need that room and there is a real risk of me losing it. So if there is only one cheap remaining airplane tickets.
But if I don’t need a hotel room or I have alternatives just as good, then having a limited number of them doesn’t matter much, does it?
The entire idea behind this is to build a strong argument before — to make him want it and then to give him a reason to act now, by limiting supply. A scarcity based close will work just as well as the rest of your copy works.
There are a few other closes…
Like a straightforward close where you just tell the benefits and then paint a picture of the life he’ll live. A close in you just make the offer straight forward. A price justification close in which you make it seem like a steal. As with everything in copywriting, a lot of elements can be combined.
So, did you learn how to close properly?
If so, hit that like button to make me happy. Also, drop me your question with what you need to know about closing in sales letters and ads.