THE CLOSE: SIGNING ON THE DOTTED LINE
Legendary marketer and copywriter Vic Schwab, who authored the classic How to Write a Good Advertisement: A Short Course in Copywriting (Wilshire, 1985), said, “Delay is the enemy of a sale.” In writing web copy, your close needs to remove all obstacles that stand in the way of the reader taking action on the offer. The way to do it is by first making the offer and then injecting a sense of urgency in taking action on the offer.
Injecting urgency simply means giving the reader a reason to act now. You can employ one or more of the following:
• A free gift/bonus or a discount or reduced price if the reader responds on or before a certain date in the near future. Sweeten the deal, and whet the appetite. Sometimes ...
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