The Extremely Powerful Way To Close A Sales Letter

One of the elements critical to writing a killer sales letter is closing it in the most effective way possible. Many marketers fail miserably at this and it can end up costing your sales. You see, you can have the perfect opening, bullets, hook and value builder, but if you don't do several critical things at the end of your sales letter, prospect will close the browser window and go back to watching pointless YouTube videos. The end of your sales letter is not where you get to spew random verbiage to take up space, it's valuable advertising real estate.

In this post or article I will deal with writing a proper close. It includes a compelling call to action and a P.S. or two at the end of the letter. I'll also write about how to write a killer order page. Believe it or not, most marketers either don't include an order page, or worse, upload a page that actually hurts sales.

This isn't going to happen to you if read finished this article. Let's get started by talking about how to do the most simple but frequently overlooked action for the sale.

How To Close Your Sales Letter
The close usually begins after your value builder where you discuss the guarantee or reveal the price of the product. I like to put a subhead that reads something like this: Now's The Time To Take Action And Start [Insert Big Benefit]. With this subhead, you're starting off right away by giving a command to your target audience. The command is "take action." It is not an obvious command because just saying something direct like, "Buy This Now!" will rise buyer resistance. It's an "embedded command" that slips pass the prospect's emotional radar. Don't worry, we're just getting warmed up. Because this is only one of the many embedded commands I am going to give the reader to buy the product before they hit the order button.

After the subhead. I'll include an "either-or" scenario. This scenario has been adapted by numerous marketers since. Here is an example of the "either-or" scenario taken from a recent sales letter:

1. You can keep living a "settle-for" life working for the man, battling ticked off drivers in rush hour traffic, and hoping someday you'll be able to live a financially free life...
2. ...or you can buy Ewen Chia's Super Affiliate System and start making money for yourself, fire your boss, and make family, friends and hobbies your top priority!

This small section reminds the prospect of the pain they're experiencing and repeats the benefits they'll get when they invest in Ewen Chia's Super Affiliate System. There's also another embedded command in the phrase "buy Ewen Chia's Super Affiliate System."

I'll usually go on getting the prospect to to imagine what like be like when they've experienced the benefits of the product. If I am injecting scarcity in the letter I will repeat it here. Scarcity gets the customer to feel urgency through saying something like, "I am only letting 266 courses go out the door and 67 are ready taken!" It gives them a reason to order now instead of the next week sometime when they might forget about it.

Now you'll want to end your with a solid call to action. Below is one I use all the time that you are welcome to use:

"So Order Today... Right Now...While Its hot on your mind!"

Here you are telling the prospect flat out loud to order your product! It's a simple step, but many marketers leave it out.

I'll then sigh the letter with "Your partner For Profits" and the signature. I never use "sincerely" because it's overused- just like "Dear Friend" is overused at the salutation of sales letters. If you don't already have a signature to sign your sales letter with, here's a "secret" tips. Use Vletter to get a digital signature.

It is not recommend to use cursive fonts in HTML because many computers may not have that font available in the browser. Vletter will generate a signature in graphic format so that it will appear on any computer.

It's great way to personalize your letter. By the way, blue signature (the default color in Vletter) has been shown to convert higher online.

P.S. That'll Shine
Probably one of the most overlooked parts of a sales letter is a strong P.S. It's overlooked because most marketers fail to understand the two audience for which you need to tailor your sales letter. These are

• The Word For Word Readers: These are the people who read every word of a sales letter from start to finish. They are intrigued by the headline and are immediately hooked in the copy all the way to the order button.
• The Scanners: These are prospects who'll be slightly intrigued by the headline, but not enough to start reading the page word by word. They will scan down the page, read the subheads, all the way down to the order button. Usually they are looking for the price or figuring out the length of the letter to decide if they will read the whole thing.

It is for scanners that you should provide at least one strong P.S. Since most people will scan to the bottom of a website, the P.S. is prime real estate for the copy that'll pique prospect's interest enough that'll want to read the whole letter.

You can also us the P.S. to reinforce points of your sales letter. You can restate your guarantee, build value, knock down another objection, justify price, and restate benefits.You can also use a P.S. to introduce a bonus.

How To Produce A Killer Order Form,br> Another critical element of a sales page is the order form. Most marketers leave this out of their sales process and it's a big mistake because a good order form attracts the attention of the scanners. When a scanner hits a page, 99 percent of the time they will be looking for a price. And most of the time they realize the price can be found on the order form. This is why you need to have a killer copy on the order form.

The order page is also critical because it reinforce the sales. At this point, the prospect is reaching for their credit card or Paypal account. They might be having second thoughts about the purchase. However a good order page will reinforce their decision and you'll get the sale.

Below is a format for creating an order page that reinforce the sale and intrigues people enough to read the entire letter:

1. An Eye Catching Headline: The top of the order form has to attract attention.
2. A List Of What They're Getting: List in bulleted form the offer they're getting.
3. Restate Guarantee: Gives them a way to back out.
4. An Obvious Order Button: Very important.
5. The Price.

In the internet marketing niche, the order page has been shown to convert higher when it's on the same page as the main sales letter. However, in some niches, a separate order page converts best. Test to see what converts better for you.

One more thing, make sure you put a check box before the headline of your order page. It has been shown that having a check box is an "involvement device" that raises conversion up to 42 percent according to internet marketing guru Mark Joyner.

In this article, I have given several commands to the prospect to buy the product. Some were Subtle, others were obvious. The bottom line is this: you need to tell the prospect exactly what you want them to do after they read your sales letter. Don't let them figure it out for themselves. Chances are, they never will.

One last important thing: You have to be assertive in your close. If you strongly feel your product will make your prospect's lives better, than say so. Paint pictures in your prospect's mind of how their life's going to be better after using your product.