A soft “close” that packs a wallop!
Over the past couple of days we’ve been talking about an ad from John Caples book, Making Ads Pay. It’s the ad with the headline,
“Give Me 5 Days And I’ll Give You A Magnetic Personality. Let Me Prove It — FREE!”
Today we’re going to finish up this topic by looking at how the writer closes this ad.
For some reason, lots of people have problems closing. It’s kind of like once they’ve said everything they had to in the ad, they sort of reach a “pregnant pause” in the conversation, where it gets awkward to finish things up properly.
I think to some extent, this has to do with asking for money. One way to overcome this is to make sure you believe what you’re selling is worth what you’re asking for in exchange for your goods or services.
Look, whenever we have self-doubts about something, it’s either one of two reasons. The first is because these doubts are justified. You know in your heart, you’re not doing the right thing.
And in this case, all you need to do is make a sweeter offer. Figure out how to give more value for what you’re asking in return, and that will fix your problem.
The second reason you may doubt yourself, which is a lot more common, is because of a confidence issue. In this case, you probably need a little more experience, or you’re just an insecure person. And this is easy to fix as well. If you’re insecure, you’re going to be insecure whether you’re closing someone effectively or not, so you might as well do it the right way.
The side benefit of doing this, of course, is that your insecurities ultimately diminish as you continue taking these kinds of actions.
In life in general, action is usually the solution to any problem you have, right?
O.K., so now let’s look at this closing.
The last thing the writer said, was “I can give you a glorious new magnetic personality so that you can influence the minds of others, attract people to you instantly, be popular ad well-liked where ever you go!” Then he closes like this:
“Let me prove it. Give me 5 days, and if in that time you do not experience a new surge of personal power, if you do not find yourself making friends wherever you may be, if you do not discover yourself on the road to happiness, wealth, and success — guided by my principles of personal magnetism — the test will cost you nothing whatever. You are the judge.”
See how he does this? This is a very soft close. It’s not “BUY BUY BUY!” it’s “Let me prove it.”
Then he continues by simply rehashing all the big bold claims he made throughout the ad, only instead of making claims, he’s inferring benefits.
This is a very effective close and one you can do in any business whatsoever. If I have any comments on it, it would be to extend that “5 days” to as long as possible. This will get you more orders, for sure.
In fact, in today’s world, 5 days is almost as quick as 5 minutes, so I’m not sure this time-frame would be effective at all.
I’d encourage you to go through the last few days’ worth of e-mails, to get a handle all the different lessons this ad delivered, and all the strategies I explained. They are very simple ones — and usually, those are the best ones to apply, because they are based on fundamental human psychology. And this… is the real skill you need to learn, to sell most effectively.
Now go sell something, Craig Garber
P.S.: Almost THREE hours worth of marketing ammunition: More marketing ideas than you can possibly ever implement, all at http://www.kingofcopy.com/22ways
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