Copywriting: Closing The Sale
The copywriting and the sales letter are all aimed at one thing, closing the sale. There are many aspects that can sway the final outcome in your favor, the most obvious being the call to action. It is very important to keep the call to action clear and unambiguous. After spending all this time explaining the product and convincing the customer of the products virtues, now the final step of the whole sales letter is where you make your reader take action and buy.
Testimonials: There is no point in making huge claims if you cant back it up. Testimonials go a long way in building confidence in your product and convincing the customer to buy the product or service.
Guarantee: A guarantee is supposed to take the risk factor away from the purchase and so should be bold and strong. A weak half-hearted guarantee will simply not cut it. An iron clad guarantee will convince the customer that you support your own product and will refund him if it fails in any manner. In making the customer confident enough to buy this product, a strong guarantee has a heavy hand.
Price: A nice trick would be to show the potential customers that you have slashed your prices for a short while. This gives the customer the satisfaction of grabbing the product while the windfall lasted and will surely contribute towards propelling the customer towards a sale.
Timeline: The idea is to create a sense of urgency that hastens up the decision of purchase. Though this is a very commonly used technique, it mostly works out fine.
Presenting benefits not features: Never try to persuade the customers by presenting features of the product. The idea that works best would be to highlighting the benefits of the product. The focus is on what the features can do for the customer.
The quality and presentation of the copywriting: The quality of writing used in the copy is obviously an important factor in persuading the potential customer into making a purchase. Typographical errors and bad grammar will turn customers away for sure, and so will overuse of capitalization and misplaced punctuation. There should be nothing in a good copy that would distract the customers from the task at hand - being impressed by the benefits of the product and making a purchase. And that includes spotting a glaring error in the copy and reacting to it with cynicism and sarcasm.
The copywriting should be accurate, personal and professional and should lead the customer into a purchase. It should warm the customer up to the idea of purchase gradually without hard selling the product and finally close the deal by leading the customer into a purchase.