Writing Sales Copy – How to Close the Deal

Dear Business Builder,

OK … So you’ve grabbed your prospect’s attention with a compelling proposition, story, USP, intrigue or advertorial headline.

You’ve intensified his resolve to read your ad with deck copy that illuminates and expands on your head … intrigues him with reasons why, if he stops reading now, he’ll regret it for the rest of his life … and just for good measure, you threw in a heaping helping of credibility elements.

You’ve opened your body copy fast – so fast in fact, that your prospect was emotionally invested and completely committed to reading every word you had to say before he knew what hit him.

You’ve led him through your sales arguments hand-in-hand; showing him how your product will bring tremendous value to his life by granting him his heart’s deepest desires.

Starting from a fact or proposition he can’t help but agree with, you’ve led him, step-by-careful-step through every benefit your product provides and every “reason why” he deserves to have those benefits in his life.

You’ve proved every product claim with testimonials from recognized experts, the media and of course, your customers.

You’ve heaped on tons more credibility; validating your sales propositions with quotes, charts, tables and data from third parties he trusts.

You’ve anticipated and defused every objection he could possibly have to buying this product … from you … today.

And you’ve sweetened the pot by regaling your prospect with a truckload of additional free gifts he gets just for buying the product.

At this point, anyone with a pulse or capable of fogging a mirror should already be cutting you a check or reciting their MasterCard number to one of your customer service reps.

And frankly, because you’ve salted your spreads with action devices that present your toll-free number and/or direct him to your order form, some of your prospects will be.

But you’re not through writing your sales copy yet – not by a long shot.

Because now, it’s time to turn up the heat – with closing copy that’s so powerful, it vaporizes every remaining ounce of resistance and magically transforms mere prospects into paying customers.

You’ve got to close the deal.

Of course, when writing sales copy, how you present your offer and close your promotion will vary widely from product to product and from offer to offer. However, I’ve found that an outline like this one is a great way to get started …


1. DIMENSIONALIZE VALUE: When writing the sales copy, use a few short bulleted paragraphs to remind your prospect of everything he gets when he purchases your product.

Begin with the product itself and all the benefits it will bring to him. Then, move on to each of the extras and each of the free gifts if he buys now. If permissible, be sure to include the value of each of the freebies.

I also know before I begin writing my closing copy the value and savings my prospect will receive on the basic service … the free extras that come with the service … the premiums or free gifts he gets and the total value of the savings and freebies he gets by joining my client’s newsletter service now.

[NOTE: Postal regulations prohibit assigning a value to the premiums offered if the product itself is delivered via Second Class (Library Rate) mail. It pays to make sure it’s OK to use these values before investing your time writing the close.]

2. PRESENT YOUR PRICE – CAREFULLY: When writing sales copy, I typically approach the first mention of my price in one of two ways:

A. Lead with the discount: “Charter Offer: You SAVE HALF – a Whopping $189”

B. Lead with the nominal price: “Normally, XYZ is a bargain at just $379 for two years. But during this Charter Membership period, you save half! You get two full years for just $189 – you save $189!”

3. TRIVIALIZE YOUR PRICE: This is a great way to close the deal. Again – there are many ways to do this, and I try to use several price-trivializing rationales in each promotion …

A. Compare the price with what it gets you. If, for example, a financial service is producing average annual gains of, say 86% on its recommended investments, your price justification might go something like this:

Look: Our average recommendation over the past two years has produced an 86% annual gain. Investing a paltry $10,000 per year would have earned you $8,600 in profits in a year and $17,200 in two years.

That’s 91 TIMES MORE than our two-year Charter Membership rate!

B. Compare the price with what others charge. Example: One of my clients gives full and free access to his world class website to every subscriber. The website offers the same investment research tools another famous website does, and that site charges $480 per year.

So my copy read …

Heck – XYZ.COM website charges $40 per month for the same investment tools you get with your FREE membership to my ABC site. That alone could save you $480 per year.

C. Compare the price with the value of the free gifts and discounts. Example …

And remember: By joining me for two years now, you get $1,091 in discounts and FREE gifts designed to multiply your profits – all for just $189.

D. Break the price down to smaller increments. This is where the second spreadsheet I showed you earlier comes in handy …

Just $7.88 per month … only $1.82 per week – a mere 26 CENTS A DAY for recommendations that can nearly double your money every year.

E. Compare the price to what they pay now for a mundane item:

Twenty-six cents a day: That’s less than ONE-TENTH of what you pay for a single gallon of gasoline!

4. ERASE ALL RISK: Now that we’ve whittled the perceived price down to just pennies, it’s time to crank up the heat again – by pointing out that he gets his lousy quarter a day refunded any time he asks for it.

Now, this is no place to sleepwalk. Think about your guarantee for a moment. What is it, really?

It’s a contract … a promise … a vow your spokesperson makes to the customer. It’s a sacred commitment and it’s personal.

So instead of simply stating your terms, why not present it as a personal letter … an official-looking contract … or as “My Sacred Promise to You”?

This is also the perfect excuse to restate all the benefits your prospect will receive when he becomes a customer – something like …

When you join me in XYZ, I promise I’ll never let you make a high-risk investment. I’ll be there for you every single day, guiding you to stocks that give you double-your-money potential with safety.

If I can do that for you, the twenty-nine cent daily investment you make in XYZ will prove to be the wisest you’ve ever made. If I can’t, I won’t keep a penny of your membership. It just wouldn’t be fair …

Also: Giving the rationale behind your guarantee is a great way to create a bond with the prospect by demonstrating your spokesperson’s fairness and honesty …

If the world was a fair place, no doctor would get paid a penny when his treatments fail to cure you. No stock broker would earn a dime unless he makes you richer. The truth is, if I can’t help you, it wouldn’t be right to keep a penny of your money …

5. OFFER INSTANT GRATIFICATION: Over the years, we’ve learned that when we order something through the mail, it could be an eternity – up to six or eight weeks before the product is delivered.

We also know that in this Internet-driven, fast-food society, consumers have come to crave and even expect instant gratification.

So if your product is delivered quickly, why not shout it from the rooftops?

Sadly, the number one mistake even top copywriters make is forgetting to ask their clients “How fast will new customers receive their purchases?” – and then featuring this fast turn-around in their closing copy.

One of my clients ships within 24 hours – so I include a subhead and short section of body text to let my prospect know that if he orders today, he can be enjoying my product’s benefits in just a few days.

6. ASK FOR THE SALE: It’s the oldest rule in direct response: When writing your sales copy, always tell your prospect, step-by-step what he must do to order.

Assume he’s a three-year-old …

Just pick up your telephone right now and dial TOLL-FREE 1-800-000-0000 and say, “I want to join XYZ for just twenty-nine cents a day – and don’t forget to include my $902 in bonus services and free reports!”

Or, if you prefer, just complete the Free Gift Certificate on page 23 of this report and return it to me today in the postage-paid reply envelope we’ve provided.

7. PLACE YOUR PROSPECT AT A CROSSROADS: The “Crossroads Close” is an extremely powerful device. It helps close the deal by focusing the prospect on the decision he’s about to make. Here’s an example …

In this report, I’ve shown you how you can nearly double your money every year.

I’ve offered you investment services others pay up to $728 for – FREE …

I’ve offered you 6 valuable profit guides worth $174 – FREE …

I’ve invited you to save half – up to $189 – when you to join me in XYZ investment service during this Charter Membership period …

I’ve shown you how you must be thrilled with the profits I bring you, or you’re entitled to a 100% refund …

Now, the decision is completely in your hands.

Only one of two things can happen now. Either we’ll go on from here together, or you’ll go it alone.

Either you’ll join me and begin doubling your money every year like our other XYZ members do, or you’ll continue to settle for the higher risk and lower returns you’re getting now.

I wish I could take the next step for you. I can’t of course; it’s completely up to you.

I urge you: The stocks I told you about today aren’t going to wait for you, me or anybody else. They’re beginning to move now. If you hesitate, it could cost you a small fortune in profits.

Just call TOLL-FREE 1-800-000-0000 now and say you’ll join me in XYZ. That way, I can rush your first issue and your free gifts to you tomorrow, and in a few days, you’ll be growing richer, faster.

Please do it now – there’s nothing to lose and substantial new profits to gain.

Yours for Lower Risk and Greater Profits,


8. LOAD UP ON YOUR P.S.S: Tests have shown that many prospects want to know who your sales letter is from – so they’ll flip through your sales letter quickly, looking for the signature.

For that reason, the copy around the signature – most notably your P.S. – occupies a powerful place in your copy.

It’s important to keep in mind that prospects who check out the signature first have not seen the rest of your copy – so divulging your price or other possible negatives here is a definite no-no.

It’s also OK to have a P.S., a P.P.S., even a P.P.P.S – as many as you need to convince scanners to read the letter and to compel readers to place their orders now.

Here are four of the most powerful P.S. techniques I’ve ever used …

A. Guarantee Reminder: Simply restate your major benefit(s) and your guarantee in a short paragraph.

Remember: Either I double your money in the next 12 months or I’ll cheerfully send you a full refund.

And everything I’ve sent you – including the $902 in free bonus services and gifts I just described – are yours to keep, FREE.

There’s nothing to lose and everything to gain – so please: Call TOLL-FREE 1-800-000-0000 now.

B. Urgency Motivator:

Early-Bird Bonus – an extra $79 Value, FREE: Let me hear from you now, and I’ll also include The #1 Money-Doubling Stock to Buy NOW – my hot-off-the-presses guide to my top pick for 2007 …

This P.S. would then follow with strong sales copy presenting the benefits delivered by this additional gift and asking the prospect to call now.

C. Testimonial: Select one of your strongest short testimonials – one in which the customer relates specifically how you helped him or her – and use it as a credibility-boosting P.S.

D. Final Rationale: This kind of P.S. amplifies and intensifies the Crossroads Close you’ve already used above …

Before you make your final decision, please ask yourself, “What if George is right?”

“How will I feel watching these stocks take off like a moon shot — knowing that I blew the chance to double my money in just twelve, short months?”

I don’t want that for you. Please – your membership is fully guaranteed – there’s simply no reason NOT to give XYZ a fair try: Call TOLL-FREE 1-800-000-0000 and say you’ll join me today!

Hope this helps …

How To Write Your Close Protection Resume

Submitting your CV should be considered part of your employment interview and thus be treated with the same level of professionalism and preparation. First of all there are a common misunderstanding that a resume and a CV is the same thing, it is not! CV stands for Curriculum Vitae, which is Latin and means “Life history”. A CV is therefore commonly from 4 to 10 pages long as it covers ones “life history”, the CV is most commonly used in higher positions within the corporate and intellectual environment.

The Resume

What is most commonly used in the Close Protection world is a Resume. A “Resume” is a really a brief introduction to your full CV. Thus in your resume you include the vital points from your CV in a short and simple manner. As the resume is a short version of your CV it should preferably be one to two pages long.

Getting started

If you are using Microsoft Word as your editor then save yourself time on the layout, by simply opening Word. In the “File” tap choose “New”, from the “right panel” options choose “General Templates” and from the Templates menu choose “Other Documents”, then open “Elegant Resume” or “Professional Resume” based on your personal preference. I prefer the elegant version, but that’s just me.

The template you have opened will give you a general layout of what information should go where etc. However, when it comes to writing your details then the template cannot provide you with more than a generic description; this is where you need to be creative. Having a resume that merely looks good isn’t going to cut it, you need a resume that will be opened and read.

Don’t be lazy and just quick type your resume into the email message, there is nothing more annoying for the receiver, than having to copy and paste the information into a Word document before it can be saved. Ask yourself why should someone else do your work for you? And then ask yourself, if you think that will help you get a contract? I am sure it won’t! Most résumé’s that have been written directly into the email message gets lost in the inbox somewhere or are simply deleted.

Your Cover Letter

It always amazes me that so many applicants send their resume, with the subject line flatly saying “My CV or Resume”, and the email itself often contains no text but simply has an attached CV or Resume. How well prepared is that? The first thought a receiver will have of the person, who emailed this message will likely be something like this; “if you are that lazy when it comes to writing and delivering your resume, your work ethics is most likely just as lazy…”. After that thought they are very likely to simply press the delete button!

A CPO, who is sending out his CV or Resume, is actually asking strangers in HR positions, to either hire him or find him a close protection contract. But he does not even have the courtesy to say thank you, or please, or even introduce himself first. He is so full of arrogance that he feels everyone he sends it to, should be overly joyful that he has shown them mere humans, the honour of applying for a position with their company. Well no matter what is in that resume, it is not going to place him on top of any HR managers lists for anything; it is simply going for the deleted items bin… and I am know that I am not the only one who does that!

Therefore you need to write a cover letter, which goes with your resume that introduces you and your reasons for sending your resume. The cover letter is the key that unlocks the door for you and give the receiver a little knowledge about you, before he either deletes your message, or opens and read your resume. To not just unlock the door, but also open it, requires that your cover letter makes the receive wants to read your attached resume!

The AIDCA Approach

The AIDCA approach has been used in advertising and marketing for decades and it is still being used because it works. Your resume is your advertising brochure, aimed at selling your personal services to a CP employer; you need to approach your job applications as if it was a marketing campaign, which it is! Because, if you want to compete for the few contracts that are available for outsiders; you need to “sell” yourself and your experience and skills better than all the other applicants.

AIDCA stands for:

o Attention

o Interest

o Desire

o Conviction

o Action

Attention: is what your email subject line should create. Many persons base their decision, on whether to open and read an email or ignore it, simply on what is in the subject line. So make sure it is short, direct and most of all informative.

Writing “My CV” is definitely short and direct, but it is definitely not informative and worse it is just plain rude. “Experienced & SIA Licensed CPO at Your Service” is short, direct and yet informative and much more likely to catch the attention of the receiver. Think about it, next time you compose the subject line before sending your resume by email.

Your Cover Letter, whether it is in printed form or an email message, should also use the “Attention” factor in its first “heading” and the first full paragraph. The first paragraph should ideally consist of 2-3 or max 4 lines, and basically further “bind” the reader’s attention, so that he will be compelled to read your resume and do it with a positive attitude.

So your first “heading” and paragraph have to be well composed and follow this simple and proved guideline:

o Communicate the offer – what is your purpose of the communicating and what you are offering.

o Highlight your best aspects – what are your best qualities and what makes you the ideal candidate for the job.

o Engage the reader – what do you know that is of direct relevance to the position or company you are applying with.

When your head line and opening paragraph accomplishes to deliver all three points, then the Human Resource department or receiver will open and read your resume! So put some real work into it, after all it is your economic future and security career that you are securing by adding a little extra work to your resume.

Your resume (or curriculum vitae), combined with the cover letter, are the master keys to opening the prospective employer’s mind and the company door; so that you can proceed to the next step in the process – the job interview!

Interest: this is the first “body” section of your resume, and this is the second most important part. You have to make sure it that the first two parts stimulates the interest of the reader, so that he will continue to read the rest of your CV. That means that in the interest part, you should describe your last employment relevant actions such as; a recent job function, related military background, police background of relevance, specific security operations or special training you have completed etc.

Desire: this is the third part of your resume and should describe your complete employment history in order of relevance. Always place the most relevant position first, then follow with a chronological list of your all other employment records. Always start the chronological section with the most recent position first and then backwards through time.

If your history of employment includes positions of little relevance to what you are applying for, then simply state the position, date and company/employer, do not describe what you did if it is not relevant. For all prior job positions that are of relevance, you should describe what responsibilities you had and the positive effect your involvement had. This is where you have to take some honour upon yourself, whether you like it or not. A resume is not the right place to display humbleness; unless of course you are applying to be a priest!

Basically the desire part should make the reader think positively about having you and your skills in their company and how they would benefit from that; you need to make them desire to have you working for them!

Conviction: this is the part where you include your references, your written recommendations, your accomplishments and any merits and medals you have received. Provide full contact details for at least two people, who hold positions of relevance and are ready to vouch for you, and recommend you to the new employer. Make sure the referee, is a person that would himself hire you again if needs be. There is a standard “coy” question all human resource managers ask… “Well that sounds fine, so you would be happy to have him work for you again tomorrow?” “Eeeh… well no because we did not get along that well and his work ethics are different than mine eeeehhh so…” And that is all the HR manager needs to dump your application in the waste bin. Make sure you only provide the referees that were happy with your performance!

When reading this part of your resume, the reader should feel confident that everything you have stated so far is correct, and that you are indeed a competent and highly trustworthy individual, whom the reader would be lucky to employ before someone else gets you.

Action: the final part of your resume, this is where you should include an “action trigger” that will compel the reader to contact you for a conversation or to schedule an interview. Therefore this part has to be specific about when you will be available and how to best contact you. A lot of CPO’s who sends out their resume, only place their contact details at the top; which is a good place to have it, but you have to repeat the contact details again in this part and with a prompt, to contact you today.

One way to get the reader to take action and contact you are to include a specific date and time, which you are planning a visit with them for an interview. “As you have seen in my resume then I have the necessary skills and experience that your company needs and would therefore like to present myself for a proper employment interview. I will be in your area/city on Wednesday next week and will call on you at 10 am, if that suits your schedule.”

With a direct and timed call like that, the reader will have to get back to you, even if he does not want to or are not capable of meeting you at that time. This response gives you an extra opportunity, for communicating with the reader. Just make sure that you are ready and able to keep the appointment yourself!

Now print this message and read it again; then sit down and rewrite your resume using the basic guideline included in this message and then go and apply with those companies that have not employed you yet. Don’t be concerned about sending your resume to the same company again; just include in the description line that this is your updated resume. Send it every three to four months, and within a year they will remember your name even if they have not had any positions for you yet. Being known and remembered is a key to getting employed. In many sectors of the private security industry it is not “What you know but who you know, that gets you a job”. So get known by repeated communications, but don’t stalk them!

My last resume advice is these ten points, which are wise to remember when writing your resume.

1. Keep it focused and businesslike

2. More than two pages is to much for a resume

3. Check the grammar and try to get the punctuations right, always remember to spell check and have someone read it over for you

4. Keep the resume relevant to the specific company or position

5. Make sure it looks good and reads well, have “white” space in it, that mean empty space and not a page that is filled from edge to edge.

6. Make sure you describe what you can do today, not only past skills but also what you are presently learning

7. Be honest; self advertising is good, but exaggerations are not

8. Follow any specific instructions if required by the company you are applying to, for both the format and content

9. Make sure your resume is received, specify the receiver and follow up with further emails or even better a phone call

10. Use a cover letter and keep it short and focused on catching the attention of the reader

Good luck with your job hunting! If you need ideas about where to seek your next foreign close protection contract, then read my last EzineArticles.com article; Close Protection Versus Crime in Mexico.

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