From The Golden Thread Mailbag …
The False Close
Hi Pat,
Just thought I’d drop you guys a note to say thank you for your great copywriting program. Using what I learned, I was able to get my first real professional assignment writing Web copy. I was able to write the material in just a couple hours and, as a result, made an obscene amount per hour. I think I’m gonna like this copywriting thing!
Thanks again.
Stephanie W.
Hi Stephanie,
Thanks for sharing your good news. Keep up the good work.
Dear Pat,
I’m still not clear about what a False Close is … and when I should use one? Can you help me with that?
Thanks.
John B.
Dear John,
The False Close is a wonderful technique for breaking up a linear argument. Remember, if your letter is too predictable, you give your prospect the opportunity to race ahead and say, “I know what that is … and I don’t need it.” So you have to change the pace from time to time … leap around a little … to keep him interested.
The False Close comes near the end of your letter … just when your prospect is expecting the sale. Instead of the close, though, you switch to something completely different such as another benefit or promise your reader won’t be expecting.
Don’t spend a lot time on your False Close … and come back to your real close, which will now be stronger, soon.
Hope this helps.
Pat
How to Land Clients in 21 Days with Just Your Computer
How do I land my first client? It’s a question every aspiring freelancer asks eventually. Now, there’s a proven system for landing clients that removes the guesswork. Best of all? No cold calling. Learn More »
“I was thrilled to find I’d broken the $20K mark with minimal effort, but more than that it was incredibly satisfying to know I’d earned that money independently - using only my mind and a computer.”
If yes, you could be in big demand, earning big money, writing just a few hours a day from anywhere in the world you choose to be.
Get Nick Usborne’s step-by-step system for creating money-making information websites.
In just 6 hours and 35 minutes, you can be in business earning $60 – $150 an hour writing simple resumes.
Learn the secrets behind succeeding in this in-demand career.
The work is plentiful … the pay scales are generous and the competition is scarce!
Get the answers to the hundreds of questions and concerns commonly asked in specific, step-by-step details.
Use this eight-step plan to make the leap from aspiring copywriter to professional copywriter this year.
Let your fellow AWAI members show you firsthand the easiest, most powerful way to land your first client … BEFORE you finish the program.
Writing for the web is a huge opportunity for copywriters. Let web expert Nick Usborne show you how to write blockbuster web copy in record time … even if you're a complete internet “rookie”!
It’s an opportunity to make $50,000, $75,000, $100,000 a year or more … working just a few hours a day.
A once complicated profession is now something you can do on a standard computer – even if you have little or no “artistic” ability.
It’s one thing to have a website. But if your website can’t be found by the search engines, it may as well not exist.
The Internet creates new income possibilities every day. The biggest among them: online video marketing.
Get the very techniques top-performing copywriters use to rattle off one groundbreaking control after another.
In his new book, Michael Masterson teaches you his very own formula for powerful persuasion and how to apply it to direct mail sales letters as well as online promotions.
Guest, Leave a Reply
Please Note: Your comments will be visible by everyone.