Comments on: The Emperor Has No Close: How to Avoid "Just One More Thing" Syndrome

By: Stevie Knight

Stevie Knight — Fri, 11 Dec 2009 00:29:06 +0000

Wow! Great timing Robert. I'm launching my 1st info-product next week. I've been doing pretty much what you're talking about, but this is helping prevent overload. Now I know FOR SURE I'll be ready to launch.

Thanks again!

By: Nancy Boyd

Nancy Boyd — Mon, 16 Nov 2009 17:57:34 +0000

In my coaching practice I long ago learned that it's the silences that sometimes carry the most power; I can't just keep asking questions -- the client needs time to think about it and dig deep inside to see what's there. But I never extended this idea to my writing! (Duh. . . ) And to think how much "gold" I might be missing with my marketing because I'm making a mistake I wouldn't dream of doing on a live coaching call. Thanks Robert for helping me reach a place where I can see sides of a situation that I didn't know about before.

By: Chris

Chris — Mon, 16 Nov 2009 11:43:45 +0000

Knowing when to shut up is a key lesson for anyone in Sales to learn. I spent 10 years in retail sales of one sort or another. I sold fitted kitchens, which everyone things is "hard sell" but believe me, the jewellery business breeds much harder sales people. You read the customers, ask the questions - and then SHUT UP! - the sales adage holds true throughout sales - offline or on - "he who speaks is lost" - ask the question, shut up and let the customer speak first - deal with objections then ask the question again ... etc. And no-one presents it like Steve Jobs - he has to be one of the ost charismatic presenters I have ever seen. Best quote from him - "It takes e about 2 days to prepare a good 10 minute impromptu speech"

By: Heather

Heather — Mon, 16 Nov 2009 06:38:50 +0000

When I first learned copywriting, I learned a technique called the false close. Your audience thought you were closing, then you did the 'one more thing' of selling them on another benefit, then you did the real close. So that's one way to turn "one more thing" on its head and let it help you sell.

By: Sophie Benshitta

Sophie Benshitta — Mon, 16 Nov 2009 04:02:32 +0000

Hey, Robert, I will split test it... though I probably have to have first a page that I am sure will convert, and then improve on that, right?

You are right about the buy button above the fold... driving all the buy button traffic to an anchor is much better, so I am not surprised at your test result. I always click the button to check the price, because I can never find the price on the page. But if I already got to the bottom of the page, I am probably interested enough to buy.

By: Casey Christensen

Casey Christensen — Sun, 15 Nov 2009 23:39:56 +0000

Robert, you always write the best articles. I'm thinking about putting together a few of my own products and the information you have given to us on your blog is priceless. Thanks!

By: Sensei J. Richard Kirkham B.Sc.

Sensei J. Richard Kirkham B.Sc. — Sun, 15 Nov 2009 23:11:59 +0000

Answering objections during a presentation is great, but hearing no and being able to do a used to feel that way is good too

Rick

By: Matt S Rinc

Matt S Rinc — Sun, 15 Nov 2009 22:31:15 +0000

Yup, Steve Jobs is one of the greatest presenters (though one might think how much help he gets on the backstage).

I like double closing idea but don't have to use it. After conclusion (what I have presented) I always give final thoughts. These are sometimes scary but always honest. And simplicity sells.

Remember that copy machine example? I use just "Get this product today because it costs 40% more if you don't use this special link". OK, I used this only in my language and country. And I must have special price link etc.

So no more benefits, features, ... just the logical price fact. If they were not persuaded before, well, whole presentation sucks. Or maybe presenter .

Good content as always - and it saves the day.

By: Robert Plank

Robert Plank — Sun, 15 Nov 2009 21:31:40 +0000

Sophie, are you going to split test that change? That way you can win any argument with any knucklehead thinking they're too smart to stick to just one call to action.

Here's something strange: The last couple months I've been split testing having an order button above the fold on one of my sales letters.

So the test is, one of them has an order button above the fold and another at the bottom... another version has JUST the order button at the bottom.

The test is close to finishing but it looks like I get a tiny bump (about 6 percent) by REMOVING that early order button. Who knows why... maybe people click the order button before reading the sales letter just to find out the price, and they forget to go back.

By: Sophie Benshitta

Sophie Benshitta — Sun, 15 Nov 2009 21:06:06 +0000

Robert, there is nothing like a friend telling you that your page or closing sucks. I consider it the most loving thing. Therefore this post of yours is a love-letter to all of us, a sign that you indeed care.

Many many decades ago I dated a guy (another redhead) who hated smoke, yet never ask me to stop smoking. I stopped seeing him. I knew that he didn't care about me. Didn't care enough to tell me what was wrong with me, and that was enough for me to never want to see him again.

You tell us, and I know that you care.

I am changing my pages. I am seeing that my wishy washy closing techniques predestine me to not make any or much money.

I now can toughen up and drop the softie attitude and tell my visitors that they better buy or they lose out.

And I can thank you for that. How is that for an effective blogpost? Congratulations.

Sophie