The “Crossroads” Close

Another quick copywriting tip for you today.

This one is called the “Crossroads Close” . . . and is based off a technique I learned studying the letters of the great Clayton Makepeace.

Here’s how it works:

By the time a prospects gets to the end of your letter (or your sales video or launch sequence) they should have a lot of tension built up in their chest.

Basically, they should be going through hell trying to decide if they should TAKE ACTION or RUN FOR THE HILLS . . .

With the crossroads close, we give the prospect three different options, the “do nothing” option (which sucks), the “crappy alternative” option (which we’ve usually been mocking for our whole letter) and the “Risk nothing and try this out” option (which is what we want them to do.)

For instance, for my “Ultimate Best Man Speech” product (this video converts about 8% off affiliate traffic) the close goes like this . . .

Listen, I don’t want to put too fine a point on this, but . . .

You’ve Really Just Got Three Choices . . .

Option 1: Do nothing. If you want to you can click off this site right now . . . spend the next days, weeks or hours SWEATING and swearing up a storm, “Wing it” on the big day . . . and prepare yourself to be ripped apart by the bride as you ruin the most important day of her life.

Option 2: Get one of those lame “pre-written” speeches online . . . Get up on stage in front of HUNDREDS of people and try to sound natural and sincere while spewing out some of that “hallmark” crap people call best man speeches online.

Option 3: Do What Hundreds of Other Guys have done, risk NOTHING and put together your speech in just 20 minutes using the Ultimate Best Man Speech Guide . . .

I personally guarantee that you’ll be blown away by the material in your guide (and at the amazing reaction you get when you give your speech) . . . so much so that I’ll personally guarantee your success.

Don’t think about it. Don’t come back later. The clock is ticking and I’m committed to your success.

Sincerely,

Michael Fiore

(Note, this was mostly adlibbed from memory.)

As you can see, though, what we’re doing is subtly (or not so subtly) ripping apart the other options until buying is the only logical choice.

More soon.

c

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