Whether it's in person, on paper, in email, or on a digital page, you've got to be direct with the prospect and TELL them exactly what they should do.
Here's how to get it, and go get it now.
Of course, you've built up to that point by following the proper rules of copy... but don't blow it at the very end.
It amazes me when I do critiques for students, how indirect they can be at the end of their sales letter or in their emails.
And it can kill response.
For example, I'm looking at an email right now I'm critiquing and the email is actually quite good... until you get to the end, it sorta just "leaves you hanging"
If I'm thinking "what should I do" when reading it, I know damn well the prospect will as well.
Being clear, specific, and direct is important when writing the close. Tell the reader what to do, and to do it now.
And there's really only one way you can do that and do it well.
Believing in what you're selling. Believing wholeheartedly that what you're selling can truly help the reader.
To me, it makes it much easier to close the letter.
If what you're selling is something you truly believe will help your prospect, then it's YOUR DUTY to tell them to go get it now.
As long as your directness at the close is focused on helping the prospect get what's in their own best interest, then consider it something you SHOULD feel good about writing.
If you know that what you've got will help them get what's best for them, that it's in their best interest... then heck, be direct.
Remember, people are silently begging to be led.
So be bold in your close.
Tell the prospect: Hey, this is exactly what you need, take action right now because you're right here and this will help you solve your problem.
Here's why you need to take it right now (scarcity or urgency bonus?)
But tell them to take action, and tell them to do it now.
Again, you can DO this when you feel confident about what you're selling.
If you know that what you have can help the prospect, that it's in their own best interests to order, then you have to really give the prospect direction.
There's always a way to write copy so that you're direct and specific, and you're telling the prospect to order right now... and do it in a way in which the prospect can just FEEL you have their own best interests at heart.
They feel like they're being supported and helped get rid of a problem or concern, or they're being led to fulfill their ultimate desire... instead of being pushed to buy something.
By the end of your letter, if you've done your job, the prospect should FEEL like they want to buy and not feel like they've just been sold.
But the job doesn't end there... you've got to be specific and tell the prospect exactly what to do, and do it now, BECAUSE it will help them so much.
Just having the compassion and empathy will make you stand out, because you'll go from being a pushy sales person to more of a trusted advisor making a recommendation.
So don't drop the ball at the end of your pitch.
If you truly believe in what you're selling, you OWE it to yourself and the prospect to help them get it right now.