Closing a sale means converting the prospect into a client.
And if you want to master the art of writing a good copy, you must master the art of closing a sale.
In copywriting, closing is:
- Reinforce an already hot prospect's willingness to buy
- Push an hesitating potential client to buy
- Or even "force" a cold prospect to switch into a buyer
We're gonna see a list of 18 closing techniques that you can use at the end of your sales letter to convert your prospect into a buyer.
⚠️ Don't use all those closing techniques into the same copy: 3-5 will be well enough.
Generic Closing Techniques
You'll find this technique in a lot of sales letters.
It works by putting your reader in front of a dilemma:
- Either you close this tab and you'll never hear again about me and forget my offer. You'll still be the same person, with the same job, the same habits, the same friends...
- Or you can decide to take your life into your own hands and become a new person.
The choice is now yours. It is your responsibility.
This way of presenting available options is a way to force your reader to consider your offer and an excellent way of pushing him to take action.
Kant understood that people were content to follow the guiding institutions of society (Church, Government, etc.) and were actually feeling bad when they had their full autonomy.
This powerful trait can be used at your advantage in what the technique I call Unwanted Majority.
You are free. You have the choice. You can leave now. I don't want to talk with the wrong people.
Since people fear to be free, they often—paradoxically—are more incline to follow what you order them to do.
Need to Belong
According to science, the need to belong is a very powerful human drive.
And you can use this at your advantage to close a sale.
If you buy our product today, you'll be able to join our private Facebook group where I personally answer all members' questions. We also run a lot of events in New York, Paris, London where we can meet and partner for business projects.
You can tell them how they can join a powerful community if they buy your product which again is a very strong and deep human need.
Always Be Leaving
I don't care, you know. You buy or not, I don't need your money. I'm already successful. If I make you this offer, remember: it's a privilege. Because I want to help others to succeed. But now I cannot act for yourself. You need to take your own responsibilities and know what's good for you.
You should always have this mindset: never beg for the purchase of your product. Instead you need to feint and pretend you don't care if people buy it or not.
Actually it is the same in seduction: if you're chasing someone, he won't find you attractive.
Buying is a privilege
This one is the counterpart of the Always Be Leaving technique.
I don't need to be here. You know, maybe I should just share my method with only my friends. Maybe should I do that? I have chosen to be here. Instead I could just enjoy my passive income somewhere in Bali. So if you want to buy my method, it will be under my conditions. I won't make any concessions.
The difference with ABL is that here you're telling people that they should ask your permission to buy something which is way stronger and radical (won't fit all businesses).
With ABL you just convey that you don't need them and you're not begging for their purchase.
If you sell something at $5 bucks you can compare this cost to a cup of coffee. It is very effective to justify a buying decision.
Present only another alternative to force the prospect to consider your offer: it's either this X stupid expense or for the same price my wonderful product.
Most of the time people find excuses to not take action:
- "I don't have enough money."
- "I don't have enough time."
You can overcome those objections by stating they are only false excuses, self-defense lies to avoid leaving their comfort zone:
- "I don't have enough money." → It only represents $3 a day for a month. If you don't drink coffee for a month you can buy this product that will change your life forever.
- "I don't have enough time." → You don't have time to buy this product. So you can still try to do XXX by searching all over the internet while others are simply buying this product and getting all the info they need.
Visualize the Buying Journey
You can help your prospect visualize the buying journey so it will resolve the objections he can have about it and reduce the buying stress.
You're gonna click on the "Buy" button and land onto a secured order form. You're gonna fill your order information then you'll have access to the membership area.
Say bye to your problems
If you buy my product, you'll say goodbye to your problem.
You can show the prospect what is life could look like if he bought your product:
Imagine yourself on a beach drinking some coco juice.
Imagine yourself running in Paris along the river. No noise, just your music coming out of your AirPods.
Imagine yourself with a charming woman at your arm, listening to every word you say.
Imagine you bought my product 6 months ago: where would you be today?
Make a Q&A with all the objections you haven't answered in your copy and put it at the end.
The Ultra-Specific CTA
You need to specifically ask people to click on the button, leave their email or put their credit card information. But what will really boost your conversion rate is to ask an ultra-specific action.
Click on the red button below the video.
Leave your email in the green box close to the form.
Make-Money Closing Techniques
Return on investment
You'll spend X but you'll get Y.
You're not buying, you're investing.
Sell the transformation
You must insist on the new person they will become if they buy your product.
Basically people want to be a better person, have a better life, learn new skills, etc... without changing any habit. You can argue that buying your product will be the catalyst of their new life.
"If you don't take my product today, then tomorrow you'll still be the same person."
Most people hate feeling they're not improving and you can use this to force them to buy now.
Time is the most priceless resource
The time is the only thing you cannot buy. It just goes away without you being able to catch up.
With my offer you'll have a huge amount of time.
Plus the analogy with the exponential phenomena: the earlier you start, the more massive results you'll get.
This argument works best with people in their thirties that just had kids and feel they're lacking time.
Info Product specific closing techniques
It's only 5%...
In your sales copy, try to give most of your best advice. Then in the closing section you can say:
See how what I just told you can change your life. But it's only 5% of what is in the product... Imagine how your life can change if you have access to the remaining 95%.
Free means no value
You can argue that what's free has no value. If you were giving your product for free, people wouldn't take it seriously and therefore wouldn't benefit from it.
If you spend $1000 on a course, you'll apply what you learn.
If you learn the same thing on a blog post, you won't apply it because you don't value the info the same.
Info is not enough
You can find every info somewhere for free on the Internet.
However you can argue having the info is often not enough and what you pay for is a mentor that can answer your questions, adapt his speech to your case and push you to take action.
If you use only 2 or 3 of these very effective closing techniques, I can guarantee that your conversion rate will skyrocket.
Try to spot these techniques the next time you are exposed to a sales pitch––you'll be surprised how often they are used.