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How to Close a Sale in Your Advertising Copy

antique pen on top of a notepad next to a cup of coffee on a wooden table
The most important thing about the end of your sales talk is to ask for the sale. Your closing copy should be simple and effective. Your ad copy should flow step-by-step from your headline to the main sales copy and finally into closing the sale.

Your closing statement comes after the guarantee, bonuses, and pricing. Before your closing statement, you can sum-up the major benefits of your offer, your guarantee, and what your prospect will lose by not acting now.

You should make your offer urgent for your prospect to order now. Offering bonuses tied in to an expiration date can motivate your prospect to act. Here’s a simple closing:

Your decision today is what makes your destiny. If you keep doing the same thing you’ll get the same result. One year from today you can be where you’re right now, or move ahead in your career. The decision is yours. So don’t delay. Act now.

Here are what makes an impact in closing a sale:

  • Money-back guarantee. Giving some type of full-satisfaction guarantee is crucial in removing the fear of ordering. In any transaction, there is risk on both parts. There is a risk that some people will buy from you and ask for a refund. However, most people are honest and may even take the time to give you a positive review.There is also risk for the buyer. Their risk is that they may end up with an item doesn’t worth what they paid for. It is your job to remove your prospect’s fear of ordering. Here’s an example:How to Make Money In Stock Market is one of the best, if not the best training program in existence. You have 30-day to read it and if for any reason you’re not satisfied, simply send it back in salable condition and get your money back. No-question asked, full-money back guarantee less shipping and handling charges.

    You can also give 100% unconditional money back guarantee to overcome the prospect’s fear by showing that you are taking all the risk.

  • On your website show both order button and a text link, such as “add to shopping cart” or “click to order”. You want to make it easy for your users with 100 percent certainty what to do next. In addition, show credit card logo and secure site symbol.
  • Make sure to include clear instruction and to tell your reader exactly what to do to close the deal. Tell your reader exactly what’s going to happen when they press the “Buy now” button. If it’s a download, let them know that they will be taken to a page where they can immediately download the information.
  • Make sure your order form look exactly like your website. Your order form may be hosted somewhere other than your own server. If the order from looks different from your actual website, your buyers will be hesitant placing orders.

You should also test your order form before your visitors use it. Simply try to place an order and make intentional mistake to see what happens. It’s better to discover any flaws in advance before your visitors find out and make sure everything works as it should. If there’s a coupon code, be sure the amount calculated accurately and expiration date is in effect and properly displayed.

By Paul Ziglar – 2019 – Update 2020
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For additional articles written by Paul Ziglar, see Paul Ziglar is the author of How to Write Successful Advertising Copy That Make Money published in 2019.

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