Now we’re getting to the nitty-gritty part of your sales letter – getting your prospect to part with his money – ‘Will He or Won’t He?’

By now you have acknowledged and agitated the problem your prospect is facing, you have introduced your solution to him.

You have stressed the benefits of your solution and shown your collection of testimonials to back up all your claims about your product’s effectiveness. Your prospect has read your iron-clad guarantee and feels secure that were he to buy from you he would have no risk whatsoever.

All that remains is to persuade him to hit that ‘buy’ button and enter his credit card details into your online order form.

You’ve built up an intense desire in your prospect but this is no time to let up, the ‘marriage hasn’t been consummated yet.’

Don’t give him the slightest chance to hesitate, show him a stunning sub-headline that pushes him over the edge and makes him hit that buy button with a frenzy that cannot be surpassed!

Your follow-up sub-headline must impel him into immediate action, whatever you say must be strong enough to remove the last vestiges of doubt from his mind. He’s near boiling point from your powerful sales copy so the final push could be:

• Stop losing money, get your copy now
• Why wait until tomorrow to change your life?
• It is time to get a better life, isn’t it?
• If you aren’t man enough to take on a challenge – Don’t Order Now!
• Are you ready to change your life?
• Test-drive XYZ program now
• Try ABC out for 30 days, risk-free

You can also remind your prospect about your risk- free guarantee policy:
“…don’t forget that when you purchase…”

Also you can use the fear of loss to help push him over the edge. Show him exactly what the stands to lose if he doesn’t buy your solution now. If necessary remind him why he has read the letter so far, restate his problems and urge him to act now!

Don’t forget to add a couple of PS’s after your signature, many people will scroll to the bottom and read these first. they should contain the major benfits and/or the fear of loss as mentioned above.

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Resource Box

Stuart Elliott is a world-class copywriter who has written numerous articles about sales letters and copywriting. Pick up your free copywriting power guide at
http://howtowritekickbuttcopy.com

“The Best Copywriter On This Planet Is Free… No Hired Gun Has More Passion For Your Product Than You Do”

Article Copyright 2006 Stuart Elliott, All rights reserved. You may only reprint this article in its entirety and you must leave this resource box intact.

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