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When I start looking at copy for a client I first look at the headline and then the close.
I've seen many great letters that have been badly let down by confusing and ambiguous attempts to close the sale.
So, this week I will ask you to take a long, hard look at how you close. Try asking someone unconnected to your market to read your copy and then explain back to you how they could buy your product or service. It may seem obvious to you but with time pressure these days most people scan read.
In the good old days of long copy direct mail most letters had several calls to action throughout the letter. If you use long copy online you should also look to squeeze in some more calls to action.