Address every issue that could be a concern. Begin with a list of every reason why a prospect doesn’t buy. He may want it, need it, even crave it -- and be quite capable of paying your price. Yet still, he doesn’t buy. So you need to go deeper to discover all possible obstacles that may be preventing sales.
Anticipate those objections and create a way to address each. You can get into some depth here, and provide complete answers without adding excessive words to the sales letter. Simply create a Question and Answer (Q&A) or Frequently Asked Questions (FAQ) page and make it available by a separate link from your home page. This is an effective way to provide additional information – key details that could potentially swing the sale – without making your sales letter longer than it needs to be.
Your close can make or break the sale. Ideally, you want to carry the enthusiastic prospect through to your order page, without any interruption.
If for some reason, your reader still needs more information, it’s instantly accessible on your FAQ page. Move your prospect from a mindset of visualized benefits to a state of definitive action, in order to reap those benefits. Get him beyond the hesitation stage and into action simply because that’s the most certain way to get what he wants. That’s the task of your closing paragraphs – it’s your final opportunity to make an impact and achieve the desired response.
Charm prospects into action. Make it as enticing as possible and lead the way. Emphasize the actual value and tangible benefits they get for such a comparatively small investment. Put forth your most alluring proposition. Promise the huge payoff that awaits their one small action. Point out the fact that the ultimate in leverage is to gain a maximum value for the minimum price, which is exactly what they’re getting with your superb package.