You have captured the attention of your reader or prospect with a great headline or involvement question.
You have qualified the buyer as having the need for the product or service, being the decision maker and the having ability to pay for it.
You have tapped into the buyer’s emotional problems and desires.
You have made a convincing case that your product or service will solve those problems or satisfy those desires.
Now you must close and ask for the order.
A word to avoid at this stage is “IF”.
“If” gives the reader or prospect the opportunity to say “no” or otherwise postpone the decision. “If” conveys a lack of confidence that “YES” is the right decision.
Since you know the buyer will benefit your product or service, you have the OBLIGATION to help the buyer come to a “YES” decision and solve the buyer’s problem or satisfy the buyer’s desire.
At this point, give the buyer imaginary ownership. The final agreement and exchange of money is just a detail. ” Let’s make the arrangements so that you can drive your new car home and show it to your family and friends today!”
Tell the buyer exactly what to do next. “Just complete this information and enjoy these benefits today!”
An alternative word to replace “if” is “when”. “When” paints the picture of a future reality.
The next time your write a sales promotion or plan a sales presentation, be sure that there is no “if” in your close.