{"id":4796,"date":"2017-10-16T16:04:14","date_gmt":"2017-10-16T16:04:14","guid":{"rendered":"https:\/\/conversiongods.com\/asleep-at-the-wheel-the-1-weak-spot-in-your-sales-copy\/"},"modified":"2021-02-23T17:30:18","modified_gmt":"2021-02-23T17:30:18","slug":"asleep-at-the-wheel-the-1-weak-spot-in-your-sales-copy","status":"publish","type":"post","link":"https:\/\/conversiongods.com\/asleep-at-the-wheel-the-1-weak-spot-in-your-sales-copy\/","title":{"rendered":"Asleep At The Wheel (The #1 Weak Spot In Your Sales Copy)"},"content":{"rendered":"

Most sales letters I see these days are pretty good.<\/span><\/p>\n

Could they be better? Absolutely.<\/span><\/p>\n

Here\u2019s one area where they ALWAYS need help:<\/span><\/p>\n

The close.<\/b><\/p>\n

The closes on most sales letters are weak. <\/span><\/p>\n

I don\u2019t know what it is, maybe the copywriter gets tuckered out or maybe they get sick of the project by that point. <\/span><\/p>\n

Who knows? What I do know is the close on most sales letters <\/span>coasts to the finish line, asleep at the wheel<\/b>…<\/span><\/p>\n

Instead of putting the pedal to the metal and giving it all they\u2019ve got.<\/b><\/p>\n

Now, maybe they don\u2019t realize <\/span>there are MULTIPLE closes that are required<\/span>, in order to get the job done.<\/span><\/p>\n

Multiple closes, you say?<\/span><\/p>\n

Yeah. Unfortunately, most copywriters only have one. A weak one, at that.<\/span><\/p>\n

They\u2019re leaving sooo much money on the table.<\/span><\/p>\n

So listen up, here\u2019s how to boost your conversions:<\/span><\/p>\n

First get over the idea that people aren\u2019t reading closes. Or that they\u2019re just skimming. Or whatever it is that makes you not want to put your heart into it.<\/b><\/p>\n

THEY\u2019RE READING<\/b>. Take my word for it.<\/span><\/p>\n

So like I said, most sales letters have just one close.<\/span><\/p>\n

Personally? <\/span>I usually have three.<\/b><\/p>\n

One based upon <\/span>logic.<\/b><\/p>\n

One based upon <\/span>desire.<\/b><\/p>\n

One based upon <\/span>fear.<\/b><\/p>\n

They are the three basic ways people make a decision. <\/span><\/p>\n

The type of response I want from them is either <\/span><\/p>\n

\u201cThat makes sense, I\u2019ll buy\u201d… \u201cI really want that, I\u2019ll buy\u201d… or \u201cIf I don\u2019t buy now, I\u2019ll miss out big time\u201d.<\/span><\/p>\n

Do I always close in that order?<\/span><\/p>\n

Yes, <\/span>I want to leave them fearing they\u2019ll miss out<\/span>. I want them haunted.<\/strong><\/span><\/p>\n

(Plus, I want to ratchet up the closes in terms of emotions. And as you know, fear is the strongest.)<\/span><\/p>\n

That closing strategy works well. Here\u2019s how to make it even better:<\/span><\/p>\n

Add c<\/b>loses that appeal to one or more of these core emotions: <\/b><\/h2>\n

Greed. Altruism. Envy, Pride. Shame.<\/b><\/h2>\n

Do I always do this?<\/span><\/p>\n

No, it depends upon the situation. (Shaming someone into buying works like gangbusters, but you better be careful.)<\/span><\/p>\n

Here\u2019s the belief you\u2019ve got to cultivate about your skills:<\/span><\/p>\n

\u201cI\u2019ve got the ability to hold their attention as long as I want.\u201d<\/span><\/p>\n

So go ahead and write your heart out.<\/span><\/p>\n

There\u2019s one genius copywriter I know who in one sales letter closed people 19 different ways, 19 different times.<\/span><\/p>\n

Yeah, 19 times in 19 different ways he said\u2026<\/span><\/p>\n

\u201cSo go ahead and order now\u201d. It was beautiful. I didn\u2019t get bored for a second.<\/span><\/p>\n

And you know what? <\/span>I\u2019ll bet most true prospects read each and every different close.<\/b><\/p>\n

That\u2019s a true testament to what you can do.<\/span><\/p>\n

Here\u2019s the big takeaway: <\/b>Because in a sales letter you have unlimited real estate to work with, <\/span>go ahead and build out your closes out.<\/span><\/p>\n

Put some <\/span>REAL MUSCLE<\/b> into them.<\/span><\/p>\n

And I think you\u2019ll be surprised. I think you\u2019ll discover:<\/span>
\n<\/span><\/p>\n

    \n
  1. People <\/span>ARE reading<\/strong> your closes…<\/span><\/li>\n
  2. People <\/span>ARE impacted<\/strong> by the words you write…<\/span><\/li>\n
  3. And best of all, people <\/span>ARE making decisions<\/strong> based upon your words–you <\/span>just never know which type of close pushes them over the finish line<\/b>\u2026 (or maybe it\u2019s all of them combined.)<\/span><\/li>\n<\/ol>\n

    So go ahead, throw your heart into your close and just remember:<\/span><\/p>\n

    \"\"<\/a><\/p>\n

    Always be closing (or else you won\u2019t get the Cadillac or the second place steak knives\u2026)<\/span><\/p>\n

    Till next time,<\/span><\/p>\n

    –Matt<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    Most sales letters I see these days are pretty good. Could they be better? Absolutely. Here\u2019s one area where they ALWAYS need help: The close. The closes on most sales letters are weak. I don\u2019t know what it is, maybe the copywriter gets tuckered out or maybe they get sick of the project by that […]<\/p>\n","protected":false},"author":3,"featured_media":4897,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[63,295],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts\/4796"}],"collection":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/comments?post=4796"}],"version-history":[{"count":0,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/posts\/4796\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/media\/4897"}],"wp:attachment":[{"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/media?parent=4796"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/categories?post=4796"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/conversiongods.com\/wp-json\/wp\/v2\/tags?post=4796"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}