ADD MORE EPIC TO YOUR CLOSES
The close that never works:
Prospect (who's never heard of you): "How much do you charge for a sales letter and 4 emails?"
You (hoping it works): "It's....$X,000"
The End.
You're done.
That hasn't worked well for me...at all.
I don't think it's a smart strategy.
Especially, if there is no prior contextual reference or stuff that somehow builds you up.
You need build up.
(Bullshit statistic reference) Build up does about 98% of the heavy lifting for you.
Build up is pre-selling.
It's pre-suasion.
It's exformation.
Ya need build up.
If you've just showed up to the fight between the dude in the red trunks and the guy in the blue...so what?
But, if you've been anticipating this fight for at least the last 3 months because the guy in the red trunks is the undisputed champion who beat the last 5 dudes in a row by first round knockout and the dude in the blue has done roughly the same...that's EPIC.
The guy in red has got the crazy Eastern European name that's hard to pronounce and his nick name is "Death Camp."
He knocked out the last dude with the first punch in the first 9 seconds of the fight.
The other guy, "Juggernaut," he beat the last guy after taking a pounding.
He just came coming back, relentlessly.
If anyone can stop Death Camp, maybe it'll be this guy.
You dig?
The fight has been talked about all over the place.
Online, posters, news, blogs, etc.
You can't take a piss without reading about it at the urinal.
You got people online predicting who's gonna win and why.
It's being pimped out by every sports bar you pass as the main pay per view event.
Then the day of the fight, there's a lot of backstory build up, anticipation, but you're forced to wait because that's the last fight of the night.
Then, if you've stayed up long enough we get to the main event, but still more build up.
Bruce Buffer does his awesome epic "Let's get ready to ruummmmmbbbbbblllle" introduction, buildup speech for the both of them and the audience is just about ready to shit their pants.
You NEED buildup if you want the big payoff.
Up until now, you've been trying to close with your knee jerk reaction responses.
What's that?
Them: "Hi how are you?"
You: "I'm fine and you?"
Knee jerk response, see.
Them (sticking out their hand to shake yours): "Hi I'm Joe and you are?"
You (instinctively grabbing their hand): "Hi I'm Mo."
It's just your first reaction response.
You've got to spend some time learning about the epic build up if you want the epic payoff and you get that through a few different means.
Wouldn't it be cooler if, instead of the knee jerk reaction their response was like:
Them: "OMG it's MO! I've been dying to talk to you. I've heard so much about you. OMG, OMG!!!"
You (blushing a bit because you're too built up, lol): "Hi"
Them: "OMG, I can't believe I'm actually getting to talk to you. It's such an honor. You know I've heard so many good things about you from Bill, Fred and Josh. They all said if I need copywriting that I should see you."
You: "That's so nice to hear."
Them: "How much do you charge for x ?"
See, now, right here, this is where a lot of you folks **** this all up.
This is a critical moment.
You can simply blurt out some number if you like.
Hows that been working out for you?
If you ain't closing more of your deals here, maybe this is partly the reason?
Why not add more size here?
Add more epic.
How can you add more epic to it?
I talked about this in my Clash of The Titans post.
You've got to RELEASE THE KRAKEN.
Turn that molehill into a mountain!
They're fighting a Goliath, not David.
They're not dealing with a pest...they're ridding themselves of an infestation.
Add some more mass to their problem.
Talk about the rest of the iceberg.
Mention the parts that are missing.
The parts that have to also be considered.
How do you milk this part a bit?
Maybe ask some more questions?
Maybe get into their problem a bit more?
Maybe dig in a bit?
Can you think of anything that you could personally do or say to add more cowbell and get more epic at this point?
Let's hear it.
Think this'll help you close bigger copy deals or should I just "pipe down there, pip squeak"?
Regards,
Los
Prospect (who's never heard of you): "How much do you charge for a sales letter and 4 emails?"
You (hoping it works): "It's....$X,000"
The End.
You're done.
That hasn't worked well for me...at all.
I don't think it's a smart strategy.
Especially, if there is no prior contextual reference or stuff that somehow builds you up.
You need build up.
(Bullshit statistic reference) Build up does about 98% of the heavy lifting for you.
Build up is pre-selling.
It's pre-suasion.
It's exformation.
Ya need build up.
If you've just showed up to the fight between the dude in the red trunks and the guy in the blue...so what?
But, if you've been anticipating this fight for at least the last 3 months because the guy in the red trunks is the undisputed champion who beat the last 5 dudes in a row by first round knockout and the dude in the blue has done roughly the same...that's EPIC.
The guy in red has got the crazy Eastern European name that's hard to pronounce and his nick name is "Death Camp."
He knocked out the last dude with the first punch in the first 9 seconds of the fight.
The other guy, "Juggernaut," he beat the last guy after taking a pounding.
He just came coming back, relentlessly.
If anyone can stop Death Camp, maybe it'll be this guy.
You dig?
The fight has been talked about all over the place.
Online, posters, news, blogs, etc.
You can't take a piss without reading about it at the urinal.
You got people online predicting who's gonna win and why.
It's being pimped out by every sports bar you pass as the main pay per view event.
Then the day of the fight, there's a lot of backstory build up, anticipation, but you're forced to wait because that's the last fight of the night.
Then, if you've stayed up long enough we get to the main event, but still more build up.
Bruce Buffer does his awesome epic "Let's get ready to ruummmmmbbbbbblllle" introduction, buildup speech for the both of them and the audience is just about ready to shit their pants.
You NEED buildup if you want the big payoff.
Up until now, you've been trying to close with your knee jerk reaction responses.
What's that?
Them: "Hi how are you?"
You: "I'm fine and you?"
Knee jerk response, see.
Them (sticking out their hand to shake yours): "Hi I'm Joe and you are?"
You (instinctively grabbing their hand): "Hi I'm Mo."
It's just your first reaction response.
You've got to spend some time learning about the epic build up if you want the epic payoff and you get that through a few different means.
Wouldn't it be cooler if, instead of the knee jerk reaction their response was like:
Them: "OMG it's MO! I've been dying to talk to you. I've heard so much about you. OMG, OMG!!!"
You (blushing a bit because you're too built up, lol): "Hi"
Them: "OMG, I can't believe I'm actually getting to talk to you. It's such an honor. You know I've heard so many good things about you from Bill, Fred and Josh. They all said if I need copywriting that I should see you."
You: "That's so nice to hear."
Them: "How much do you charge for x ?"
See, now, right here, this is where a lot of you folks **** this all up.
This is a critical moment.
You can simply blurt out some number if you like.
Hows that been working out for you?
If you ain't closing more of your deals here, maybe this is partly the reason?
Why not add more size here?
Add more epic.
How can you add more epic to it?
I talked about this in my Clash of The Titans post.
You've got to RELEASE THE KRAKEN.
Turn that molehill into a mountain!
They're fighting a Goliath, not David.
They're not dealing with a pest...they're ridding themselves of an infestation.
Add some more mass to their problem.
Talk about the rest of the iceberg.
Mention the parts that are missing.
The parts that have to also be considered.
How do you milk this part a bit?
Maybe ask some more questions?
Maybe get into their problem a bit more?
Maybe dig in a bit?
Can you think of anything that you could personally do or say to add more cowbell and get more epic at this point?
Let's hear it.
Think this'll help you close bigger copy deals or should I just "pipe down there, pip squeak"?
Regards,
Los
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