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Copywriting: The Final Frontier in Using the "Written Word" to Speak To Your Potential Customer

Part 4 of 5

by Kevin Hogan

Highlight Your Special Offers

Your closing should really bring the reader in. It has to grab them and make them feel like they know enough to make an informed purchase. You should mention your guarantee as well. You want to make the reader feel comfortable and confident.

If you have bonuses you need to tell about them in the closing. Bonuses are great tools that can make a person decide to buy. Use your closing to introduce them and use them as a way to get that sale.

BUT don't use them in every promotion you have.

That tells me that the product doesn't stand on it's own.

YUK.

About 10% of the time I use bonuses in a promotion. If it makes sense.

Lens cap for the camera. Tie with the coat. Socks with the shoes.

Bonuses are a concept you should test.

I often say "NO BONUSES, NO EXTRAS, THE PRICE IS LOW ENOUGH, GET IT NOW OR REGRET IT."

Getting people to move off their butt is critical to them and to you.

People have seen MILLIONS of dollars worth of bonuses on a 15.00 product.

YUK.

Your closing needs to be well written. Do not rush it. Even though it may seem natural to write it and even much easier to write than the rest of the copy, you still need to make sure it is well written.

You have to take the time to make sure that it goes along with the rest of the copy and that it works for your whole concept. You have to be careful not to just slap it together. Your closing deserves some attention to make sure it is perfect.

After all, your closing is going to be one of the last things you say to your reader. It is one of the last chances you have to get them to buy. You have to use it wisely.

Your closing is your wrap up. It should contain the following things, written in a clear manner that goes along with the style of the rest of the copy:

• Ask for the sale. Directly ask the customer to buy the product and tell them what they need to do to make the purchase. Don't be shy. WHY WOULD YOU?

• Tell them about the bonuses. Explain the bonuses and how they are beneficial and how long they will be available.

• Set a time limit for special offers and make it clear.

• Thank the reader for their business. Always assume they are going to buy if they are reading your closing, so do not forget to thank them.

You will find a strong closing can really help to seal the deal with many readers.

Continue: The "P.S."

Continue: Page | 1 | 2 | 3 | 4 | 5 | 6 | 7 |

Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732

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