The Final Push - Getting them Off the Fence


It's one thing to get someone excited about a product. But it's something else entirely to get someone to pull out their credit card and pay. A new product, especially one with a well-planned launch, will often have a very excited audience. But to actually get someone from being excited to making a purchase requires quite a bit of convincing-power.

Here's how it's done.

=> End with a Strong Call to Action

Summarize all your most powerful selling points. As they near the call to action, the excitement level should be rising higher and higher. You want to hit them with the close right as they emotionally "peak."

Near your call to action should be all the main benefits and perhaps just a handful of carefully selected bullets.

You'll also want to have some sort of proof element near the call to action. This helps "soften" the hard-hitting sales power that's concentrated around the call to action.

=> How to Ask for the Sale

Asking for the sale is one of the most important components of a great call to action. But how to you actually ask for the sale?

One way is to recap all the main points of not having the solutions, recap why you're credible and recap the benefits. Then, ask them to buy.

Another way is to stress how risk-free it is. Emphasize the money back guarantee, so they know they can get their money back if they at all feel it's not worth it.

Finally, one method that works surprisingly well is the "sincere ask" close. This is where you connect with your reader one on one, remind them that you really know what it's like to be them and ask them sincerely to buy, so they can change their lives.

You can also try experimenting with payment structures. Try selling your product with a $1 trial, with the product being billed later. Or try selling it through payment plans. These can all increase conversions.

=> Lowering Shopping Cart Dropout

After someone hits the purchase button, there's a good 3-5 minutes where they're just entering in credit card details.

During this time, people who've decided they want to buy might change their minds. A lot of business owners lose a lot of sales to what's called "shopping cart dropout."

The best way around this is to make your shopping cart a "sales letter" in and of itself. Have the benefits, main points and snippets of copy sprinkled throughout the checkout page.

These are a few things to keep in mind when you're giving someone that final push to order. Don't be timid when it comes to your call to action. Use all the momentum, excitement and power you've already generated and give them that one last burst of selling power needed to get them over the hump.

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