Insider Advertising Report

Chapter 9: Closing

We've looked at how to write a powerful headline and the factors to consider when writing the contents of a sales page. In this chapter, we are going to study into the last component of a sales page - The Closing.

If you get the headline right, if you have built enough confidence and/or curiosity in the content, closing should be a natural progression.

You just have to provide an obvious call to action.

What do I mean by that?

If you want people to email you, make sure that your email address is right in the middle at the end of your sales page, using a different color and bold so that it is almost IMPOSSIBLE to miss.

If you want people to call a certain number, make sure that it is VERY obvious and VERY easy to see the phone number!

Remember the chatline example that I showed you earlier? I intentionally used the same font color for the telephone number throughout the sales page so that it was obvious to the prospects that they should call the number after reading the page.

3 Mistakes In Closing

1. Hidden Call To Action
   
   A common mistake made by many advertisers is not having an obvious call to action.
   
   Their call to action is hidden somewhere in the words.
   
   Remember, your prospects are busy and lazy. Most of them do not read the full content.
   
   If your call to action is not obvious, they are not going to ask "what should I do next?"
   
   Neither are they going to spend time searching for your obscure opt-in form, "buy now" button or telephone number.
   
   If they don't know what to do next, they will just leave your page.
   
   Ideally, you want your primary call to action to be located prominently at the end of the sales page.
   
   If you've written a good sales letter, you'll leave the prospects wanting more. The only way to get more is to take action!
2. Different Calls To Action
   
   Some advertisers are worried about prospects not taking up their offer.
   
   In addition to their main call to action, they offer a few alternatives such as "if you are looking for acne products, click here", "if you are looking for weight loss products, click here".
   
   Having different calls to action will dilute the focus of your sales page.
   
   Imagine if your sales page is about weight loss, but the prospect clicks on a link to learn more about acne products. You'll have to restart the entire sales process.
   
   Multiple calls to action only make sense if the actions are related.
   
   For example...
   
   You may have two closing options - Sign up as a Free Member or Sign up as a Gold Member.
   
   There is a marketing term for such closing. It's call Alternative Close.
   
   Whichever option the prospect takes, your objective is met.
   
   Or...
   
   You may want the prospect to opt-in to your list and join a webinar also.
   
   A clever way to do it is by using step 1... step 2...
   
   We've seen how it's done in the Forex example. To refresh your memory, you can say
   
   STEP 1 - Look at this proof or watch at this video.
   
   STEP 2 - Opt-in to download this time-sensitive report.
   
   STEP 3 - Register for this free seminar.
   
3. Complicated Call To Action
   
   Some advertisers have a complicated action process.
   
   For example, for opt-in, they require prospects to fill up their name, email, mailing address and telephone number, gender, age etc.
   
   This will discourage people from opting in.
   
   This mistake seldom happens to advertisers in the internet marketing industry, probably because it's already a norm in this industry to simply collect prospects' names and emails.
   
   How about telephone number? Is it okay to ask for telephone number?
   
   Well, based on feedbacks from my clients, people do enter their telephone numbers.
   
   This actually surprised me because I always thought that people are not willing to disclose their contact numbers. But I was wrong!
   
   If you really ask for their telephone number, please make sure that you call them and follow up with them!
   
   I had an advertiser, a housewife and an internet newbie, who did very well compared to her other peers advertising the same program, simply because she called the prospects and followed up with them.

We've covered the basics of advertising. In the subsequent chapters, we will look into advertising for different purposes.

I hope you can better relate them to your current situation.