Just admit it: if you are an online businessman you must have spent long hours trying to answer questions like:
– What is the most powerful element of a sales letter?
– What makes prospects forget everything and click on the cherished “Buy now” button? and finally
– What can you do with the sales letter so your conversion rate jumps up like crazy?
Check it up: most sales letter copywriters agree on this: “headline is 90% of your sales letter’s success, so spend 90% of time on inventing the kick-a** one.”
However, there is one more vital ingredient of a successful sales letter, which isn’t less important than the headline, – and that’s the closing.
According to Wiki, “closing is a sales term which refers to the process of making a sale”. In other words, closing is meant to be the most persuasive sales letter section, with the most distinctive call to action. If your headline is poor, people won’t read the sales copy, but once you’ve only come up with a mediocre closing, they won’t buy the product.
So, let’s look at different types of sales letter closings classified in a table with descriptions, samples, and useful tips.
| Closing technique |
Description | Appeals to |
+ | – | Effective strategy to use |
Example |
| Easy-to-do close |
Proves that proceeding with the order is really easy |
Natural human laziness |
People love when someone does the job for them – even if it wasn’t their concern initially. |
– | Stress that you will manage with all kinds of headache, like paper work, product delivery, setup etc, while the client has almost nothing to do. |
“All you have to do is to follow these 3 [2 are even better] easy steps.” “Just fill in this simple form – and we’ll take care of the rest!” |
| Guarantee close |
Promises that the prospect doesn’t lose anything in case he/she wants to return the product |
Fear of being duped |
By providing a strong guarantee you show that you are absolutely convinced the product is first-rate. |
– | Try to sound personal and specific. Ensure customers that they run no risk. |
“I personally guarantee that if you don’t see any improvement within 3 weeks, you can get your money back, no questions asked.” |
| Cheap-offer close |
Emphasizes the product’s affordability |
Fear of overpaying |
The lifelong dream of each consumer is to pay the less possible. |
– | Here comparison can be very powerful. Show your clients how low the price is by comparing it with their usual expenses. |
“This trendy cell phone costs only $49 – that’s the price you pay for your regional newspaper weekly. Just keep from reading local rumors during one week – and enjoy this exquisite device!” |
| Discount close |
Cuts off the initial price. |
Thrift and the inborn passion for reduced prices. |
That’s just a killer technique: one ought to be a saint to resist it. |
Are you kidding? |
Let your customers imagine what they will do with the money they save buying your product. |
“Buy this effective weight loss pills with 25% discount – and save enough for a new sexy swimsuit!” |
| Bonus close |
Gives away something for free. |
Greed | Any toddler knows: free stuff is even better than lower prices and discounts. |
No, provided you chose an appropriate bonus. |
Make sure your bonus is relevant. Thus, in one software catalog I came across such an “irresistible” proposition: “Buy any product from this page and get a plate of tasty soup FOR FREE!” This kind of bonuses can just ruin the whole copy. |
“Order these stylish designer shoes and get a wax shoe polish as a bonus!” |
| Lincoln close |
Lists all the pros and cons of the purchase (with the pros outweighing) |
Logic | The prospect sees that you are quite fair with him/her and, as a result, has more confidence in what you offer. |
Closing isn’t a good place for product evaluation: it should call to action. In addition, by listing the cons you may avert potential buyers. |
Try to look as if you are talking to yourself. |
“Let’s think it over: the worst thing that may happen is that you like our catering service to the point that you won’t use any other. The good news is that you take advantage of fast delivery, low prices, seasonal discounts and bonuses. I think it’s a good deal!” |
| Urgency close |
Hurries prospects to make their choice by introducing some limits. |
Fear of losing a brilliant opportunity |
Some advertising pros consider the fear of loss as the best motivator. True or not, but it’s still very efficient. |
– | Time limited offers have become a commonplace, so you should use something else. Thus, you can limit the discount offer, the guarantee or the number of bonus clients. |
“10 first clients will get 20% discount. So, while you are reading this someone may be taking the unique opportunity. Hurry up!” |
| Authority close |
Refers to other people’s opinion. It can imply either testimonials or just statements, like “all Hollywood stars wear these jeans.” |
Gregarious feeling |
The passion for imitation is insatiable, so this approach can be very effective for your conversion rate. |
You should know your target audience well to define the right authority. |
It is better to have feedback from real people. In case you don’t, make sure your testimonials look natural and are written in human language, not in Shakespeare style. |
[here you can try the power of your imagination] |
Image by Alexson Chu