If you’ve ever watched a classic infomercial, you’ve heard the line “But wait, there’s more!” This is called a “false close”, and the purpose is to seal the deal by piling on more benefits at the peak of the prospect’s interest, or in the moment of decision. If the “more” is exciting enough, it will squash the little voice of caution.

I used this technique when I was demonstrating kitchen products. I’d make my pitch, get the audience smiling and nodding, lay out all the stuff they were getting, then state the offer.

Then pause for 2 seconds.

Then smile broadly: “But here’s what I’m going to do…for the first five people who lay out a $20 bill – I can only do this until noon – I’ll add a second GizmoDelight!”

So how can you apply good closing copy to your website copy? And not sound to “salesy”?

One of my favorite ways it to break up your services into component parts, imply great value for each service, and then state the benefit.

Service = Dog Grooming:

“Our dog groomers use the FancyFrancoise Method ™to trim all our poodles, so you know your poodle is getting expert care.
We only use all-natural hypo-allergenic “Golden Locks” shampoo, to ensure a lustrous shiny coat.
For your dog’s comfort, we play soothing Baroque music, and offer professional massage treatments prior to grooming.
Of course, each poodle gets an organic vitamin-packed “CoCoCookie” when they’re finished, for a joyful finish.”

See how that works? Valuable service + “invaluable” benefit. 

Throughout your copy you’ve talked about your pet salon, used testimonials, case studies, pictures. But now you’re hammering home the offer. The key is to equate the product with the desired benefits, just as the prospect is deciding if you’re the right service. Don’t give away the store at the beginning – entice and lead through the copy until you hit the right moment to open the curtain and lay it all out.

Next time we’ll talk about laying out an irresistible offer…