21 Steps to Irresistible Offers, Rock-Solid Risk Reversal, and Powerful Closes [1/3]
- Make your offer “stand alone”
- Apply the PASTOR formula to your offer
- Enclose your order area copy in a differentiating text box
- Use the prospect’s positive voice in the offer
- Use aspirational language
- Use credit card logos and secure site symbols
- Use an order button AND a text link
21 Steps to Irresistible Offers, Rock-Solid Risk Reversal, and Powerful Closes [2/3]
- Do Not Sleepwalk Through the Guarantee
- Put Your Risk Reversal Inside a Certificate
- Keep Selling – Especially in the Risk Reversal Section
- Use “100% Money-Back”, but Don’t Rely on It
- Add Video to Your Risk Reversal Section
- Use Your Signature in the Risk Reversal Section
- Use a Handwritten Guarantee
21 Steps to Irresistible Offers, Rock-Solid Risk Reversal, and Powerful Closes [3/3]
- The Close is You Asking For the Order
- Use All Available Tools at the Close
- Tell Your Reader What to Do to Close the Deal
- Reassure and Praise Your Reader
- Explain What’s Going to Happen
- Maintain Look and Feel
- Test Your Order Form!
- Make Your Offer “Stand Alone.”
If the offer section is the only part your prospect reads—can he or she make a buying decision?
- Apply the P.A.S.T.O.R. Formula to Your Offer.
Invoke attention, interest, desire, and a call to action.
- Enclose your order area copy in a differentiating text box.
Make it stand apart from the rest of the copy.
- Use the Prospect’s Positive Voice in the Offer.
Give the prospect the words to say inside his or her own mind.
- Use Aspirational Language.
Focus on the outcome your reader desires.
- Use Credit Card Logos and Secure Site Symbols.
Reassure your prospect with these familiar icons; also include your guarantee and the BBB logo (if you are authorized to do so).
- Use an Order Button AND a Text Link.
Make it easy and obvious how you wish the reader to proceed.
- Do Not Sleepwalk Through the Guarantee.
This is the biggest mistake made with the risk reversal section.
- Put Your Risk Reversal Inside a Certificate.
This creates credibility and increases conversions.
- Keep Selling—Especially in the Risk Reversal Section.
State your benefits as part of the guarantee.
- Use “100% Money-Back,” but Don’t Rely on It.
Use active language to dimensionalize your guarantee.
- Add Video to Your Risk Reversal Section.
Make it personal, persuasive, and passionate.
- Use Your Signature in the Risk Reversal Section.
Increases conversions.
- Use a Handwritten Guarantee.
Handwritten guarantees can work very well when you are the product.
- The Close Is You Asking For the Order.
Until they press “Submit,” you don’t have an order.
- Use All Available Tools at the Close.
Benefits, guarantee, audio, video, urgency, scarcity, and reward.
- Tell Your Reader What to Do to Close the Deal.
Be as specific as possible.
- Reassure and Praise Your Reader.
Everyone craves affirmation; give it to them.
- Explain What’s Going to Happen.
Tell them exactly what will happen when they press “Submit.”
- Maintain Look and Feel.
Your order form should look like your website.
- Test Your Order Form!
Try to “break” it. Have a backup plan. Recover from “declines” and “abandons”; increase sales.
