𝗙𝗶𝘃𝗲 𝗠𝗲𝘁𝗵𝗼𝗱𝘀 𝗧𝗼 𝗔𝗺𝗽𝗹𝗶𝗳𝘆 𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗢𝗳 𝗬𝗼𝘂𝗿 𝗖𝗹𝗼𝘀𝗲 𝗜𝗻 𝗬𝗼𝘂𝗿 𝗦𝗮𝗹𝗲𝘀 𝗖𝗼𝗽𝘆

Photo by Cytonn Photography on Unsplash

Hi,

Razvan here.

There’s a common assumption among copywriters and marketers. It is that if you make a strong argument, the sale will happen by itself.

That if your presentation is strong enough, people will be like…

“Give me, give me the product right now.”

This…

…sometimes happens.

But most often it doesn’t. In most cases, you have to lead the prospect by the hand to the sale, otherwise, they won’t buy. You have to tell them EXACTLY what to do, step by step, because in most cases, they won’t connect the dots.

So let’s see how you can make your close stronger, so your copy will convert.

𝗠𝗘𝗧𝗛𝗢𝗗 #𝟭 — 𝗪𝗮𝗹𝗸 𝘁𝗵𝗲𝗺 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝗺𝘂𝘀𝘁 𝗱𝗼.

This is a simple one.

Don’t expect people to know how to order. Even if the process is very familiar to you, even if they might have ordered before, show them exactly what to do.

Here’s a sample of how I’m doing this.

“Step 1: Click the link below.

Step 2: You’ll be taken to a checkout page.

Step 3: You’ll enter your credit card information.

Step 4: You’ll confirm your transaction.

Step 5: You’ll be taken to the thank you page.”

It’s obvious but it makes a huge difference.

𝗠𝗘𝗧𝗛𝗢𝗗 #𝟮 — 𝗧𝗲𝗹𝗹 𝘁𝗵𝗲𝗺 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆’𝗹𝗹 𝗴𝗮𝗶𝗻 𝗶𝗳 𝘁𝗵𝗲𝘆 𝗺𝗮𝗸𝗲 𝘁𝗵𝗲 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲…

(𝗔𝗻𝗱 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆’𝗹𝗹 𝗹𝗼𝘀𝗲 𝗶𝗳 𝘁𝗵𝗲𝘆 𝗱𝗼𝗻’𝘁)

After reading your entire sales argument, you may be wondering…

“Why do I need to repeat it again?”

Well, they’re on the edge. They’ve almost been sold but not quite yet. So you need to give them a little nudge. You need to translate your product features to all the benefits they’ll get. You need to paint a picture of the wonderful life they’ll achieve once they invest in it.

And of course, you need to show them what they’ll lose, because it’s always about the carrot and the stick.

In essence, writing an effective close is giving people reasons why they should choose you. This comes in many forms. It can even come in a “reason why” list.

Something along the lines of…

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“Reasons Why You Should Buy Now…

Reason #1…

Reason #2…

Reason #3…”

𝗠𝗘𝗧𝗛𝗢𝗗 #𝟯 — 𝗥𝗲𝗹𝗶𝗲𝘃𝗲 𝗮𝗹𝗹 𝗿𝗲𝗮𝘀𝗼𝗻𝗮𝗯𝗹𝗲 𝗿𝗶𝘀𝗸 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝘁𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻.

Nobody likes risk, no matter if the transaction is $50 or $50,000.

So you want to guarantee that your product will work as featured or they’ll get their money back. Or twice their money back. Or some of their money back. It depends on the circumstances.

The most powerful guarantee I know is a conditional guarantee. This is “If you do X, we’ll do Y.” I’ve seen it work great in the seminar space but it can work for anyone and anything.

“If you do all the exercises and implement this system for 90 days and you don’t get results, we’ll refund you every penny you’ve invested.”

It’s a far more powerful guarantee than “no questions asked money back guarantee” because it creates a contract of sorts.

𝗠𝗘𝗧𝗛𝗢𝗗 #𝟰 — 𝗖𝗿𝗲𝗮𝘁𝗲 𝘂𝗿𝗴𝗲𝗻𝗰𝘆 & 𝘀𝗰𝗮𝗿𝗰𝗶𝘁𝘆.

People are lazy.

And people are slow.

And they’ll find every excuse possible to not buy now unless they’re in a lot of pain. Even when they’re in pain, rationalizing is easier than taking action.

It’s just human nature.

So you must always take this into account when selling and closing. You must give them a reason to act now. This reason can be that they’ll miss out on a great price. Or a great bonus. Or the product won’t be available.

Or it can be a reminder of the situation they’re in and how every day they’re not doing something about it, it’s just getting worse, a lot worse.

𝗠𝗘𝗧𝗛𝗢𝗗 #𝟱 — 𝗛𝗮𝘃𝗲 𝗮 𝗰𝗹𝗲𝗮𝗿𝗹𝘆 𝗱𝗲𝗳𝗶𝗻𝗲𝗱 𝗼𝗳𝗳𝗲𝗿.

I feel this should have been #1.

Why?

Because your offer is the biggest reason why someone buys. It’s the total sum of your product, bonuses, price, guarantee, and terms. It’s the easiest and most effective way to differentiate yourself in the marketplace and the way to transform a commodity into a valuable product.

How can you have a well-defined offer?

I will write a new post about this but for now, let me tell you this. You want to maximize perceived value and minimize price. In other words, give them the most possible. And you also want to minimize risk because otherwise, you’ll come across as untrustworthy.

The “Hormozi” way of creating offers is to make a list of problems that the prospect is facing and then create products, bonuses, modules that confront those problems. This is a great start if you’re feeling stuck in building your offer.

More to come on this.

So enough on this today…

𝗪𝗵𝗮𝘁 𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝘄𝗮𝘆𝘀 𝗼𝗳 𝗲𝗻𝗵𝗮𝗻𝗰𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗰𝗹𝗼𝘀𝗲? 𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝗰𝗹𝗼𝘀𝗲 𝗺𝗼𝗿𝗲 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗹𝘆?

𝗟𝗲𝘁 𝗺𝗲 𝗸𝗻𝗼𝘄 𝗶𝗻 𝘁𝗵𝗲 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀 𝗯𝗲𝗹𝗼𝘄.

Best regards,

Razvan Rogoz