How Many Words Should The Average 3 Year Old Say Writing Sales Copy – How to Close the Deal

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Writing Sales Copy – How to Close the Deal

Dear Trader,

OK … So you’ve captured your prospect’s attention with a compelling proposition, story, USP, plot or ad headline.

You’ve intensified his decision to read your ad with deck copy that lights up and expands over your head … intrigue him with reasons why if he stops reading now, he’ll regret it for the rest of his life … and just for good measure, you threw in a heaping helping of believability elements.

You opened your body copy quickly – so quickly in fact that your prospect was emotionally invested and completely committed to reading every word you had to say before he knew what hit him.

You guided him through your sales arguments hand-in-hand; showing him how your product will bring immense value to his life by giving him his heart’s deepest desires.

Starting with a fact or proposition that he can’t help but agree with, you lead him, step by careful step, through every benefit your product provides and every “why, why” he deserves to have those benefits in his life.

You have proven each product claim with testimonials from recognized experts, media and of course your customers.

You have amassed tons more credibility; validating your sales proposals with quotes, charts, tables and data from third parties he trusts.

You anticipated and allayed every objection he might have to buying this product … from you … today.

And you’ve sweetened the pot by treating your prospect to a truckload of additional freebies he gets just for buying the product.

At this point, anyone with a pulse or able to fog up a mirror should already be cutting you a check or reciting their MasterCard number to one of your customer service representatives.

And frankly, since you’ve peppered your outreach with actionable devices that feature your toll-free number and/or direct him to your order, some of your prospects will.

But you haven’t gotten through writing your sales copy yet – not by much.

Because now, it’s time to turn up the heat – with closing copy that’s so powerful, it evaporates every remaining ounce of resistance and magically transforms mere prospects into paying customers.

You have to close the deal.

Of course, when writing sales copy, how you present your offer and close your promotion varies greatly from product to product and from offer to offer. However, I’ve found that an outline like this is a great way to start…

8 STEPS TO A CONVINCING CLOSE

1. SIZE VALUE: When writing the sales copy, use a few short bullet paragraphs to remind your prospect of everything he gets when he buys your product.

Start with the product itself and all the benefits it will bring to him. Then, move on to each of the extras and each of the free gifts if he buys now. If allowed, be sure to include the value of each of the free gifts.

I also know before I start writing my closing copy the value and savings my prospect will get on the basic service … the free extras that come with the service … the premiums or freebies he gets and the total value of the savings. and for free he gets by joining my client’s information service now.

[NOTE: Postal regulations prohibit assigning a value to the premiums offered if the product itself is delivered via Second Class (Library Rate) mail. It pays to make sure it’s OK to use these values before investing your time writing the close.]

2. SUBMIT YOUR PRICE – ATTENTION: When writing sales copy, I usually approach the first mention of my price in one of two ways:

A. Lead with the discount: “Charter Offer: You SAVE HALF – A whopping $189”

B. Lead with the nominal price: “Normally, XYZ is a bargain at just $379 for two years. But during this Charter Membership period, you save half! You get two full years for just $189 – you save $189!”

3. LOWER YOUR PRICE: This is a great way to close the deal. Again – there are many ways to do this, and I try to use several price-trivializing rationales in each promotion…

A. Compare the price with what it gets you. If, for example, a financial service produces average annual returns of, say 86% on its recommended investments, your price justification might be something like this:

Take a look: Our average recommendation over the last two years produced an 86% annual gain. Investing a measly $10,000 a year would earn you $8,600 in profits in a year and $17,200 in two years.

That’s 91 TIMES MORE than our two-year Charter Membership!

B. Compare the price with what others are paying. Example: One of my clients gives full and free access to their world-class website to every subscriber. The site offers the same investment research tools that another famous site does, and that site charges $480 a year.

So my copy read…

Heck – XYZ.COM site charges $40 a month for the same investment tools you get with your FREE membership to my ABC site. That alone could save you $480 a year.

C. Compare the price with the value of the free gifts and discounts. Example…

And remember: By joining me for two years now, you get $1,091 in rebates and FREE gifts designed to multiply your profits – all for just $189.

D. Break the price down into smaller increments. This is where the second spreadsheet I showed you earlier comes in handy…

Only $7.88 per month … only $1.82 per week – only 26 CENTS A DAY for referrals that can almost double your money every year.

E. Compare the price to what they pay now for a worldly object:

Twenty-six cents a day: That’s less than ONE-TENTH of what you pay for a gallon of gas!

4. REMOVE ALL RISK: Now that we’ve reduced the perceived price to just pennies, it’s time to turn up the heat again – pointing out that he gets his crappy quarter a day paid back when he asks for it.

Now, this is no place for a sleepwalker. Think about your warranty for a moment. What is it, really?

It’s a contract … a promise … an oath that your spokesperson makes to the customer. It is a sacred commitment and it is personal.

So instead of simply stating your terms, why not present it as a personal letter … an official-looking contract … or as “My Holy Promise to You”?

This is also the perfect excuse to reiterate all the benefits your prospect will get when he becomes a customer – something like…

When you join me in XYZ, I promise I will never let you make a high-risk investment. I’ll be there for you every day, guiding you to stocks that give you double-money potential with safety.

If I can do this for you, the twenty-nine cent daily investment you make in XYZ will prove to be the wisest one you’ve ever made. If I can’t, I won’t keep a penny of your membership. It just wouldn’t be fair…

Also: Giving the rationale behind your guarantee is a great way to create a connection with the prospect by demonstrating the fairness and honesty of your spokesperson…

If the world were a just place, no doctor would get paid a penny when his treatments fail to cure you. No stockbroker would make a dime unless he makes you richer. The truth is, if I can’t help you, it wouldn’t be right to keep a penny of your money…

5. OFFER AN IMMEDIATE THANK YOU: Over the years, we’ve learned that when we order something by mail, it could take forever – up to six or eight weeks before the product is delivered.

We also know that in this online fast food society, consumers crave and even expect instant gratification.

So if your product is delivered quickly, why not shout it from the rooftops?

Unfortunately, the first mistake even the best copywriters make is forgetting to ask their customers “How quickly will new customers receive their purchases?” – and then presenting this quick turnaround in their final copy.

One of my clients ships within 24 hours – so I include a subhead and a short section of body text to let my prospect know that if he orders today, he can enjoy the benefits of my product in just a few days.

6. ASK ABOUT THE SALE: It’s the oldest rule in direct response: When you write your sales copy, always tell your prospect, step by step, what he needs to do to order.

Suppose he is three years old…

Just pick up your phone now and call TOLL FREE 1-800-000-0000 and say, “I want to join XYZ for just twenty-nine cents a day – and don’t forget to include my $902 in bonus services and free reports!”

Or, if you prefer, simply complete the Free Gift Certificate on page 23 of this report and return it to me today in the postage-paid reply envelope we provided.

7. PLACE YOUR PERSPECTIVE AT LIGHTWEIGHTS: The “Crossroads Close” is an extremely powerful device. It helps close the deal by focusing the prospect on the decision he will make. Here’s an example…

In this report, I showed you how you can almost double your money every year.

I have offered you investment services that others are paying up to $728 for – FREE …

I have offered you 6 valuable profit guides worth $174 – FREE …

I invited you to save half – up to $189 – when you join me in XYZ investment service during this Charter Membership period …

I have shown you how you must be thrilled with the benefits I bring you or you are entitled to a 100% refund….

Now, the decision is completely in your hands.

Only one of two things can happen now. Either we will go from here together, or you will go alone.

Either you will join me and start doubling your money every year like our other XYZ members do, or you will continue to settle for the higher risk and lower return you are getting now.

I wish I could take the next step for you. of course I can’t; it’s totally up to you.

I encourage you: The shares I told you about today will not wait for you, me or anyone else. They are starting to move now. If you hesitate, it could cost you a small fortune in profits.

Just call TOLL FREE 1-800-000-0000 now and say you will join me in XYZ. That way, I can rush your first issue and your freebies to you tomorrow, and in a few days, you’ll be getting richer, faster.

Please do it now – there is nothing to lose and great new profits to be made.

Yours for Low Risk and Greater Profits,

[SIGNATURE]

8. LOAD ON YOUR PSS: Tests have shown that many prospects want to know who your sales letter is from – so they will skim your sales letter quickly, looking for the signature.

Therefore, the copy around the signature – especially your PS – occupies a powerful place in your copy.

It’s important to remember that prospects who check the signature first haven’t seen the rest of your copy – so disclosing your price or other potential negatives here is definitely a no-no.

It’s also good to have PS, PPS, even PPPS – as many as you need to convince scanners to read the letter and compel readers to place their orders now.

Here are four of the most powerful PS techniques I’ve ever used…

A. Warranty Reminder: Simply outline your most important benefits and your guarantee in a short paragraph.

Remember: Either I double your money in the next 12 months or I’ll happily send you a full refund.

And everything I sent you – including the $902 in free bonus services and gifts I just described is yours to keep, FREE.

There’s nothing to lose and everything to gain – so please: Call TOLL FREE 1-800-000-0000 now.

B. Urgent Motivator:

Early Bird Bonus – an extra $79 value, FREE: let me hear from you now, and I’ll also include The #1 Money Doubling Stock to Buy NOW – my hot guide to my top pick for 2007 …

This PS would then follow up with strong sales copy presenting the benefits delivered by this additional gift and asking the prospect to call now.

C. Certification: Choose one of your strongest short testimonials—one in which the customer relates specifically how you helped him or her—and use it as a credibility-boosting PS.

D. Final Justification: This type of PS reinforces and intensifies the Crossroads Closing that you have already used above…

Before you make your final decision, please ask yourself, “What if George is right?”

“How will I feel watching these stocks take off like a moonshot — knowing that I blew the chance to double my money in just twelve, short months?”

I don’t want that for you. Please – your membership is fully guaranteed – there is simply no reason NOT to give XYZ a fair try: Call TOLL FREE 1-800-000-0000 and say you’ll join me today!

Hope this helps…

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