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Welcome to James Craven's Blog

I've recently created this page with the intent of helping my fellow marketer. Over the past months I've written dozens upon dozens of articles that I've either posted on enzines, or just kept stuffed away in my desk. Well I figure it's time to put them to some use. So I've gathered them up along with some e-books, free software and a few other goodies. I love to write, so if there is anything you would like to hear my opinion about or basic fact, please let me know and I will get right on it. I am just a normal guy with just a little extra time on my hands. The internet has set me free financially and if you would trust in me I will take your hand and guide you down the path to prosperity. Why do you ask? Because in order to succeed in this business we must all help one another, otherwise it will not work. That is my belief and I trust in it. Sincerely, James Craven

Wednesday, July 8, 2009

Crafting a Terrific Close to Your Sales Copy

Now that you have grabbed your reader's attention with your riveting headline and presented your product with great enthusiasm dispelling all possible resistance, included some killer bonuses that make your offer irresistible, it is now time to bring your sales copy to a close.

The close is as important as the beginning of the sales page. This is where the final hurdle is overcome. Therefore, it is to be crafted with great skill.

So what do you write in the close of your copy? And equally importantly, how do your put it across?

Most offers include multiple bonuses that complement the main product. To encapsulate the entire offer for your prospective buyer, summarize everything that he will be getting when he buys. The best way to do this would be by putting all bonuses and products into a table so that everything can be seen at one glance.

Next, the thing to do is to remove ALL risks for the buyer by offering a money-back guarantee. Most guarantees consist of merely a few lines giving assurance to the prospective buyer that he will get a full refund within a specified period of time. Here are two tweaks that you can make to have your guarantee really stand out.

Firstly, you should use an image of a certificate and put your guarantee wording in it. This gives your guarantee a more official and professional look.

Secondly, you can word your guarantee as a personal undertaking or agreement. In other words, instead of the usual "In the event that you are not satisfied for any reason, you are guaranteed a 100% refund...", you can word it as "Should you have any dissatisfaction at all, I promise to give you a no-questions-asked refund of every penny you have paid. All you have to do is email me...". Can you see how this makes your guarantee seem much more personal?

Also, your close should ask for your prospective buyer's action of accepting your offer. This is where your words must be very clear and specific. In fact, give your prospective buyer instructions as though he were a four year old child without treating him childishly.

You do this by giving explicit step-by-step instructions. For example, you could say, "Click the 'Order Now!' button now and you will be taken to our secure order page...".

To complement your order button, you could add some words that reflect the feelings you want your prospective buyer to have. For example, just above the order button, you could say something like, "I understand that I am getting XYZ product at the lowest price ever to skyrocket my sales. And along with that, I will also be getting ABC and DEF bonuses that will give me an unbeatable edge in my business. And if that were not enough, I will be getting a 100% 'love it or leave it' money-back guarantee...".

Lastly, you should sign off with your signature and name. One last powerful piece of copy you should include is a PS after your signature and name. Research has shown that people read PS's more than they do the main copy. Therefore, you would want to add a compelling statement in your PS such as a reminder about your guarantee or your amazing discount, etc.

These are the little tweaks that top Internet marketers use to really add more punch to their close. Now you can do it, too.

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