The Emperor Has No Close: How to Avoid “Just One More Thing” Syndrome

Steve Jobs (CEO of Apple) who is worth over 5 billion dollars and is a fantastic speaker, has a unique close that if you try to emulate it, will kill every single webinar pitch and every single sales letter you have.

I'm not a huge Apple fan, but Steve runs an event once a year called MacWorld Expo... you've probably heard of it.  A bunch of geeks go to this event and he shows off all the latest stuff their company has put out.

At the end of the presentation, he stops and says, "Oh yeah, one more thing..." And then reveals something big, like iTunes or the iPod Touch.

That Works Great If All You're After
is Brand Awareness, But...

mazeIf you're pitching something in a sales letter, on stage or in a webinar... the only "one more thing" had better be "here's this one extra bonus to get you to buy now."

I've been on far too many webinars where I talk for about an hour straight, give away a bunch of information, then transition into the close and offer the best deal possible... and then the other person presenting asks me, "Is there anything else you want to add?"

No, of course I don't! But sometimes I forget and have "just one more" little tip I want to share with people.  And guess what... people are left with that one little tip in their head, instead of "go here and buy this now."

That "One More Thing" Ruined Your Whole Close!

The point of doing webinars for other people isn't to make friends.  It isn't to fill up someone else's membership site with content created by you.  It's to make money.

If you're doing a webinar for someone else (teaching their list), the best favor you can do for that list owner is to promote your product with THEIR affiliate link.

Otherwise, what's the point? I give away tons of free information on my blog just like you do... and no matter how chicken you are of pitching on a webinar...

If you teach them a little bit of something, and you don't give them a place they can go and buy more of that information, then you're a terrible teacher and you should be ashamed.

So How Do You Avoid the "One More Thing" Problem?

Here's how...

1. If you're interviewing someone, and they've started their pitch (it might be difficult to tell because any decent speaker will very smoothly transition from content to the pitch) then don't talk at all while they're closing.

2. If you happen to share "one more thing" then close one more time. It's okay to close more than once.

3. Have just one call to action at the end of your sales letter or webinar.  Not "also find me on Twitter" or "also call me here" or "also go to my blog" or "also e-mail me here" ... go here now to buy.

You Need to Know When to Stop Talking!

Keep it simple. Have your people do just one thing at the end of your presentation.

Now it's your turn to do just ONE thing.  Do you make this mistakes on your sales letters, in your interviews, or on your webinars?  Or have you at least seen other people do it?  Tell me about it... and tell me how you'll correct it next time.  Comment below and tell me...

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Comments (100)

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  1. That’s very sensible advice. Always finish a webinar, a blog post, an e-mail to your list, an upsell in your free report, or whatever it might be, with the close.

    It’s okay to foreshadow the close earlier on, and to present the problems that the closing pitch will address. Many would say that that’s just good market awareness.

    Likewise, another good suggestion is to only try and close a single product at a time. That is, only promote a webinar leading to a single product. Only mention a single product in a single e-mail to a list. Once you offer people a choice of things that you might be willing to promote, you’re actually going to lose more of them than, rather than gain from the additional choice.

  2. Carl Kukec says:

    A great example of when less is more!

    On that note I’ll stop talking now …


    PS. There isn’t any …

  3. Rodney says:


    This is good advice. I’m one to definitely keep on talking a bit too much so I need it.

    I like how you tell us how to fix the problem in case we do the “one more thing” error.

    Close a second time.

    I’m branding that one on my brain 🙂


  4. Robin says:


    I just posted, and got an error saying I had already said what I said… which I most assureadly did not?

    Anyway, you are doing a great job of training your readers with this 100 post thing… I set my alarm to get up so that I could post!

    What is our next trick?


  5. Robert Plank says:


    What’s next is a 200 comment limit… then 500 and then 1000. In 2010 I will have a blog post with 1000 comments on it. 🙂

  6. Christine says:

    Great advice! Having been on the receiving end of “no close”, I can attest to the fact that I frequently DON’T act because they’ve given me too many choices, and I don’t want to make the wrong choice, so I don’t choose any.

    This will help me create my own “one close” deals.


  7. Perhaps it’s because I sold cars back in the 1980’s, but I learned that you must present your close and then shut up! The first person to speak loses. So with this, you want to do your close and then hang up. If you add one more thing, you lose.
    Thanks for making us think, Robert.

  8. Stephen Dean says:

    Translated to copywriting, “one more thing” is kind of like the PS. And I’ve noticed amateur copywriters often write PS’s that hurt conversion… their conversion rate actually goes up when deleting them.

    And ya, that’s because the PS should be used simply to reinforce the close and give another opportunity to purchase, not to give “one more thing.”

  9. Olivier says:

    Hi Robert,
    I just got my hands on your wpNerd. I can’t wait to get started.

    Love your post. It gives me an interesting clue on a bad habit I have at the end of my classes and seminars. I now understand why I kill my potential. And it really is a VERY BAD habit.

    Thanks for the tips. I’ll remember it.


  10. Yup, you’re so right Robert. Pitching is an art form and people have to know when to stop. It gets embarrassing otherwise, especially for the audience.

    I was at a pitch-fest seminar where the speaker just kept going on and on. The sale never seemed to close, and by the time it did it had got so boring, most of the audience had just gone to sleep.

    Know when to stop, but make sure the call to action is obvious… like “go over to that table right now and buy this product” etc.


  11. Dan Martin says:

    Really good point, whether selling online or in person, don’t confuse the prospect.

    When your “interviewer” disrupts your close you have to take over, re-close and then shut up. Consider using a different interviewer in the future too, although silently.

    Thanks for reminding us.

  12. Rob says:

    What another great post. Thanks Robert for all the great effort you put in to your blog. Your post always give me great idea.


  13. Yep, the confused mind says no.

    What are your thoughts about “seeding” for the close throughout the presentation?

    On free webinars a lot of people know that there is going to be a pitch at the end. They come for the content. Have you tried baiting them or building anticipation for the close? (We saw that from several speakers this year at BigSeminar….including the one you were referring to in the teaser email).

    Your thoughts, Robert?

  14. Robert Plank says:


    I seed for the close as you put it all the time. That’s why you do stuff like make your offer a special offer just for the people on the call, don’t let them realize you’re pitching until you’re already in the middle of that pitch, even weave in and out of the pitch and content (I saw Matt Bacak do this onstage a couple years ago and he made a 2-hour presentation feel like 5 minutes).

    I don’t take notes at seminars (I only use the stuff that sticks in my brain) and the #1 statement I got out of that guy we’re talking about is: “If you’re afraid to buy then you’re afraid to sell.” So if you’re confident about your close it doesn’t matter what the price is or how hard you sell it, or even how long it takes to present your offer.

  15. Darrel Hawes says:


    Very good advice.

    I was on a webinar recently where not only did the speaker have technical problems (which can happen to anybody), but he droned on and on at the end.

    I mean no disrespect to anyone by offering this analogy, but it really reminded me of an altar call in an evangelistic service.

    He kept offering “one more reason” that we should consider the offer.

    At least he was trying… and I have yet to do my first webinar, so I’m not throwing stones.

    Great stuff!

    – Darrel Hawes

  16. It makes perfect sense.

    thanks for the info to close one more time after one last thing.


  17. I agree – but one thing I think helps if you’re hosting the webinar is knowing WHERE the guest is taking it. It’s hard to ask intelligent questions and take care of your listeners’ questions if you’re passive about it. If you’re an active webinar host there are a lot of moving parts to keep track of. So knowing the cue for the start of the close is really helpful up front. Just ask your guest what they’re planning. Then as you and others have said – hush! And let them close so both of you make money from the call!


  18. Marie Day says:

    Isn’t that the truth! I use lots of “one more things”, but they all lead to that button. Always be closing, they used to say when I was in sales.

  19. jackie malcolm says:

    Hi Guys,

    You always give the most sensible advice,
    straight to the point!

    Great work, even though I think you guys are of
    ‘guru status’, you are still down to earth and
    very approachable.

    Thank for staying yourselves!

    Sincerely, Jackie

  20. As chronic ‘just one more thing’ communicator this is a gem of a reminder.
    Thanks Robert!
    Linda –

  21. Jeff Bode says:

    Hey Robert

    Great point, it always makes me laugh when I see those sites (or emails) that have tons of links or banners

    Do they honestly think someone is going to actually go through and click each one or just hope that someone will see something that interest them and buy it?

  22. Ken Speegle says:

    Hey Robert,
    Anyone in sales has this advice drilled into their heads from day one — and the most successful salespeople heed this advice WITHOUT FAIL.

    Years ago when I was in college, I worked for a telemarketing firm (it was that or starve:-) and I learned very quickly to answer objections, questions, etc., and then re-close. When I did, my close rate was 10X higher.

    There’s no sense working your a** off with a great close just to blow your wad on a question or a comment — regardless of how important it might seem at the moment.

    Ask for the sale! Most customers aren’t fish just waiting for the right net to come along. You have to scoop them up and put them in the boat!

    Happy Trails!

    Ken Speegle

  23. Mel says:

    Totally agree – There is nothing wrong with the guest discussing how they want the webinar to go with the host prior to the start. In fact, on the offline world, speakers often send out an introduction they want read (only make it like you are not reading) and exactly how they want their speech and quesitons taken care of. Often-times questions are saved for the end but not always – sometimes at a break. So following the offline speaking approach to the online webinar world supports exactly what you discussed. I know I am going to follow your one close at the end approach.

  24. Closing has become more of an art form than it used to be. One shot close may get a sale, but not a customer. Understanding the true “need,” or creating one if it is not there, is the key, so continuing to close MAY be necessary if you want to see sales go through the roof.

  25. Derrick says:

    Great Post – thanks for sharing!

    I imagine that closing a deal doesn’t come naturally as often as we would like because when we have conversations we’re continuously adding points as they occur to us!

    Fantastic tip on how if your forced to add “one more thing” you must make a mental note to ensure you close with your “Call to action” once again.

  26. Josef Mack says:

    Dude, absolutely correct. I didn’t’ sell used cars, but I learned the same lesson Connie talked about in her post. Make the close – then shut up and wait.

    One interesting idea I picked up out of your post is that it makes a lot of sense to me that the interviewer and interviewee should talk before the interview. Get a couple of ground rules out, and some cues. I mean after all both want to make some money – no!

    Great post.

  27. The clearest indicator of brilliance is when someone tells you something that, for one second, amazes and astounds you. And then – in the space of that one second – you look back at your collected knowledge and experience and immediately think “well, yeah, that’s obvious; everybody knows that.”

    And Robert, in my experience, you are consistently and reliably brilliant.

  28. Lisa Gergets says:

    I learned a long time ago to give your close and then SHUT UP. The next person to talk will always be the BUYER!

  29. I certainly agree. Sometimes you can say one more thing and it is the one thing that kills the sale. It is also not necessary to comment on every question a person has unless it comes up more than once. They may be just “wondering” and when you volunteer an answer it may get them to wonder about something else…and something else…so make your point…and stop talking.

    P.S. I learned this the hard way….

  30. Robert:

    Wonderful post — so very true. I notice people “saying too much” all the time. And, yes, all the ancillary chit chat at the end of their presentation clouds the issue and completely distracts from the underlying objective.

    The less said, the more said. And, Robert, as usual on your part … well said.

    This post is cataloged in my brain for future reference and will be taken to heart when I do future presentations. Thanks — you’re the best.

    Kind Regards,
    Tara Kachaturoff

  31. Great advice in the form of a golden nugget, as usual Robert.

    Another suggestion to bear in mind when doing an interview or a webinar (or in your on page sales copy) is to remember your ABCs…Always Be Closing.

    It usually doesn’t hurt to throw some takeaways in along the way as well, to get the listener (viewer, reader) to convince themselves they want (need, deserve) what you’re offering by reverse qualifying themselves against your (reverse psychology) takeaways.

    Happy holidays to you!

    @MichaelMillman – Twitter

  32. Ron Martin says:


    Great advise……..I see this happen a lot on the web. You will be reading a sale letter or emails and their are four to five links……..I aggree there should only be the one at the bottom.

    Thanks…….for the great post!!!

  33. Robert Plank says:

    You’re totally right Ron…

    And as far as links in e-mails, if you have more than one link the e-mail you send to me, I will make fun of you.

  34. Dr. Debra says:

    My husband who had several years in telemarketing has commented how I have a great telemarketing voice and manner but I’m a terrible closer. I can’t even seem to end a voice mail message succinctly. It is also the reason I tend to take too long on my veterinary practice calls. I have a hard time telling people I have to go and don’t have the time to answer all their miscellaneous questions.

    Maybe sometimes it is embarrassment about asking someone for their hard earned cash! Ridiculous but true.

    Here’s to efficiency and keeping it simple….

  35. OK Robert. Time to take off my “Follow me on Twitter” pitch after I sign-off 🙂

    Thanks for the swift kick in the @$$.

  36. Great advice Robert.

    I imagined myself hearing the close and then the “one more tip” and you’re right…that’s what will stick in your head. Forget everything else you heard for the hour. That’s the nugget you’ll take away with you.

    Thanks for the heads up. I will remember to do that in my sales letters or whenever I get the nerve to hold a webinar!


  37. Andrew says:

    Not something I’d even thought of before but it makes perfect sense. I’ll definitely be aware of it now so I don’t make the mistake.

    Thanks for a great post.

  38. Lori Bibbs says:

    Excellent advice! Your point really hit home with me because I find myself doing this wrong all the time in my interviews while trying to sign up new clients for my medical billing business. I just realized I am also doing it in my print advertising but after reading this post I am going to rework my advertising materials and fine tune my talk-track so I can avoid this from happening in the future.

    Thanks for sharing!

  39. Brad says:

    This one tip along with the stuff you share in List Copywriting about emails and inputting Cialdini Points (I’m reading this book as we speak) are going to totally change my email marketing.

    I can’t believe I never did this before….

    Great post Robert and I’m glad I’ve bought a few things from you (List Copywriting, Copy Bombs, and the 100 Time Savers)


    Brad Spencer

  40. BarbaraG says:

    Great post. I have not done any webinars myself – yet – but I will remember this when I do. Maybe this could be avoided by explaining to the host before hand that there should be no “one more thing” comments after the close. It seems kind of rude for a host to put someone on the spot by asking that question, so a little pre-emptive training might work.

    Thanks, as always for the wonderful information.

  41. Dale Maxwell says:

    Hi Robert.

    Guilty of more than one choice in email.

    Will correct with next email.


    Dale Maxwell

  42. Well, like Dr. Debra, I’ve been told I do everything right up until the close and then … NO CLOSE! Mental block on that part of the process.

    Anyway, I have always been leery of the BUY or GO AWAY approach to mini-site pages, but I guess they work well for a lot of people.

    Right now, my priority has been list building, and most pages have as their only option to sign up for my free newsletter.

    Lot of good that does me since I’ve been more-or-less shut down for a year.

    But I will admit that the do ONE thing or NO-thing approach is kind of scary.

  43. Robert, thanks so much for this elegant bit of info.

    It’s always been a key to closing a sale that you —

    (a) Ask a closing question; and then

    (b) Shut up.

    The first person to speak, loses.

    A closing question is any question the answer to which confirms the fact that he’s bought.

    Oddly, I had never thought of this obvious and time-tested formula before in the light of the email.

    I have pared my garralous and winding emails down considerably to a single focus — partly on your advice, and from reading emails from you and Jason Fladlien — and as of today every email I write will be better, because this “tip” is “elegant” … meaning clear, simple, and easy to use.

    Thanks, bud.

    Arthur “Learn Something New Every Day” Cronos


  44. Kevin Brown says:

    Hi Robert,

    I usually miss your time-limited windows (webinars etc and I’m especially cross I missed membershipcube!) because they are usually around 3am (UK time), so here goes..

    Great post (and pun on clothes). Insightful, as always and helpful. I interviewed the great (I think) Kevin Riley a while ago, and I can’t remember if I did the “just one more thing”. Subscribers to get it as a joining gift.

    Thanks again and all the best,


  45. joe says:

    Thanks for the reminders Robert.
    For me, I think the biggest problem is to remember to stay focused.
    “And one more thing …” seems to be my mantra.
    I’m so very glad that you have taken the time to let us know that laser focus is a lot more profitable than giving too many options.
    thanks again.

  46. Donna Maher says:

    As always, Robert, you manage to put a slant on things that arouses the “Aha!” moment and makes your point indelibly.

    Thank you for another very useful post!


  47. Yes, I agree, keep it simple. Thanks for making this straight forward point in this post.

    Much appreciation Robert.

    Adriel Yapana

  48. mike says:

    Less is more was the single greatest advice ever given to me in sales….3 words and very powerful method

  49. Juli Johnson says:

    Hi Robert –

    Excellent advice that applies to so many forms of communication (not just sales).

    Too much choice can overwhelm and cause clients to put off a buy. Brevity is often a key component to an impulsive purchase.



  50. John Daniel says:

    Thanks Robert I’ll keep that in mind when I’m finish my sales pitch.

    I’m still working on getting the sales letters out the door.

    I try to stick with your fast food copy writing approach. I don’t really do a lot of fancy closing moves. Like the ps and pps and the ppps. I just need to get them out.

    But it makes sense that the last thing you leave them with is you sales pitch and not one more distraction.



  51. Mike says:

    I think it is easy to fall into that because of a bit of guilt related to selling. We feel a bit guilty about asking for the close, so we fall back into giving something else away.

    It takes a while to really learn and get that if you are selling something worth selling, you are performing a service and providing value.

    If you are selling junk, it’s a different story.

  52. Aaron Dwyer says:

    Robert, I wonder if you consider having multiple links in your signature on emails as a big no no.

    I always only have just one link in my emails, but have my multiple products listed in my signature, to educate the reader that I have more than one product they can get.

    I must confess that with Aweber HTML emails I only track the one link in the email and not any clicks off the signature. That’s something for me to test.


  53. Hey Robert, just in a nick of time… I looked at some of my pages, and lo and behold I found confusing double path… saved my “butt” thank you. I am going there and fix it…


  54. Ron Barrett says:


    Great points! After reading all of the comments above mine, I am going to be taking a few links off of some of my sales pages/opt in forms in order to NOT give the readers any other choices other than to buy or opt in.

    Stuff you just never think would have any effect on the process.


  55. Acne Help says:

    Good point, Robert!

    I’d say it’s another aspect of the K.I.S.S. philosophy as it applies to sales. 🙂

    Having the close be limited to just one call to action means less confusion for the prospect. And this simplicity is important since we know a confused mind almost always says “no”.

    Now for my close…

    Suffering from acne? Discover acne solutions by visiting!

    (…you didn’t really expect me to not include a closing call-to-action when commenting on a blog post about closing calls-to-action, now did you? 😉

  56. I’ve been in sales over 30 years. I explained this to someone yesterday. New sales people look for the right thing to say, experienced sales people listen.

    Two ears, one mouth

    One of my closes was

    “It’s not IF your computer will crash”

    Let the prospect put the rest together then come up with his/her own answer


  57. Nando says:

    Hey Robert,

    Getting to the 1000 comment mark shouldn’t
    be too hard…

    Just keep asking if there’s one more
    thing anyone would like to add.

    Thanks for the tip.


  58. Great advice, Robert!

    I have often made this mistake. If you went to my website, you would see proof of that.

    Why not go there now and check it out?

    Oh, and one more thing . . .


  59. Don’t forget by the way in sales you’re closing throughout the entire presentation


  60. Lloyd Hester says:

    Another point is do not give people too many choices. However, two choices is good.

    You can be assumptive..

    So which one suits you best the Audio course or the printed version?

    Assume that they are going to buy one just make them choose which one.

  61. Thomas Leonard says:

    Robert, I want to thank you for making that point as it is one of my pet peeves. Too many times the speaker or the person that is hosting the event goes on and on about the close and never really get to the call to action (close).
    Close and then SHUT UP. That is what you as a salesperson are suppose to do is SHUT UP. Make for a long pause, (the shut up part) then go into more of what you are going to give them if they bought into your CLOSE. That is power if you have never used it then you have got to try it, it WORKS!

    Robert, every time I listen to you, you sound like you are in your late 40’s or early 50’s. Wisdom.
    Thank you again.

  62. You know what? I do an interview or webinar at LEAST once a week, and I NEVER pitch. Any sales I do get from these things are from people checking me out (for example when Stu from WishList interviewed me I had to talk about my products because he asked about them, but I didn’t pitch as such). This is another area where I need to get over myself and just do it 🙂 Thanks Robert, another much needed kick up the butt! 😀

  63. Matt Whelan says:

    I’m just getting started, have a few sites running, and I now see one of my biggest problems in a few areas has been offering too many choices.

    However, in the “generic” sales area (such as review sites), wouldn’t you see multiple calls to action (each having a similar result via a different product/link) as valid?

  64. Mitro says:

    Great. I have to keep this in mind. I wonder if this can be applied to other formats too, like emails, or other kinds of presells.

  65. Hi Robert, I’m learning a ton of stuff through your posts and copywriting book… all the years that I was a corporate speaker, not one person talked about the “close”. I’m sure I ended a few with “now you just need to go and buy some” but I wasn’t in sales and I missed all those chances 🙂

    Keep it coming. Martin

  66. Anthony says:

    i’d rather buy if there is no sales pitch, however people do need a push. I use this is my day job also – great post Robert

  67. John says:

    Hi Robert,

    The info you share is always very valuable. I don’t hold webinars myself yet but after listening to many marketing Guru interviews you see the pattern emerge something along the lines of..

    1. First the story (usually rags to riches type story)

    2. Then the intro of the product that turned the guy from rags to riches, and how it came about

    3. Then the benefits of the product are highlighted

    4. Extra bonusus are mentioned if any

    5. A time limit factor is introduced, for example “get this product only for 24hrs”

    6. The close

    Like any type of marketing communication be it a sales letter, presentation, webinar, teleseminar, blog post, email etc, it follows the same structure designed to promote a call to action. Am I right on this Robert?

  68. Richard says:

    Realy excellent point there. I imagine that it happens a lot of times without either person really noticing that they have just screwed up the entire process.

    Richard 🙂

  69. Robert,

    I guess you haven’t gone back to your day job. 🙂

    You are still posting Stellar Content on a real
    regular basis, so I guess you are here to stay!

    Robo… I always like to give you a hard time.

    Thanks for the Warrior related personal email
    you sent me the other day, you freak…

    Your Post here is old news.

    And a Lesson I already know.

    But like most of us, I need regular reminding
    to remember what I already know! 🙂

    Thanks Again for the Critical Reminder!

    Your Post is a definite money-maximizer!

    NOTE… Earlier tonight, I was just looking at a Back Pain New Patient Acquisition site I have.

    It ranks #1 on the Great Googler.

    I had added a Back Pain WordPress blog 9 months ago
    in a sub-directory of the site, for some SEO Love.

    I then linked to it at the bottom of my SalesPage… errr, I mean my Back Pain Home Page 🙂

    So it would get indexed quickly by Mr. George Google.

    The pre-text of the link said… And if you want more
    information, go to blah, blah, blah…

    When I just happened to review my site earlier tonight,
    I saw the text link still there.

    And I said to myself… You DumbAs*, why did you
    create this Whole Site, with the sole purpose of having the local viewer call my office on the phone if they had Back Pain… and then end the page with…

    And if you want MORE information, go to blah, blah, blah! (even if it was my own Back Pain blog)

    I thought about slamming my hand in my desk drawer
    as a strong reminder to never do it again!!!

    And then, Robert…

    I read your post here only 2 hours later!

    So thanks for saving my hand.

    I asked both hands which one was it gonna be,
    but neither one was volunteering… 🙂

    Robert, Thanks for being my Teacher, and my Friend.

    Dr. Michael Quadlander in Texas…

  70. Rog says:

    Excellent points you made Robert, thank you once again!

    The “knowing when to shut up” is vital to almost all face-to-face sales. Sometimes it seems to be a little harder to figure out on webinars, but just as vital!

    The point about making money is paramount to understand and remember! The really good presenters make it look as if their trying to be friends while focusing on the income. I’m still trying to get there.

    Thanks again!

  71. Alexander says:

    My biggest mistake is to often add links to my twitter and FB account to my newsletters.

    From now on every mail will have only one purpose and ONE link.


    “What’s next is a 200 comment limit… then 500 and then 1000. In 2010 I will have a blog post with 1000 comments on it.”

    Is that what your 100 comments strategy is all about ?

    I was already guessing what your ultimate purpose is.

    SEO ?
    Authority ?
    A bet ?
    A personal record ?
    … ?


  72. Robert Plank says:


    The other night I was listening to an interview and the guy dropped about 20 URLs… here’s my main site, but you can also go to this site, and this is my membership site, and also here’s my site in another niche. Oh yeah, and here’s my Twitter and Facebook. Plus here’s my email address if you want to email me too.

    Big giant WTF moment for me…

    The comment thing is a 100% personal record. Even though I would rather have ten 100-commented blog posts than one 1000-comment post.

  73. cmgweb says:

    I’ll copy and save this advice Bob. Two things come to mind here. The KISS principle and the ABC approach.

    Keep it simple (and focused) and Always Be Closing! Begin with an end in mind.

    Love the post title too 🙂


  74. Lance says:

    Excellent advice as usual. I think the “just one more thing” could be used kind of like the ps in a letter. A little recap or reminder of what they get or don’t get if they take action.


  75. Dr C says:

    I guess if it works for Steve, that should be renough of a reminder for those of us who have yet to break the $B level, right?

    Dr C

  76. Robert Plank says:

    Dr. C, it only works for Steve because all he’s after is brand awareness. He isn’t trying to get you to buy anything from him right then and there. Brand awareness is useless to you and me.

  77. Ryan Healy says:

    @Robert Plank – The “one more thing” syndrome has killed many a sales pitch and sales letter. 🙂

    If you really want to dig into this issue, read The Paradox of Choice by Barry Schwartz. It’s one of my favorite books on consumer psychology.

    @Stephen Dean – I like to use the P.S. to either reiterate the core promise and call to action… or the scarcity and why it’s so important to order now.

    One thing that I found worked fairly well was to put a 15-minute audio case study in the P.S.

    Of course, the case study ALSO had a strong call to action — so it didn’t matter if the person just read the copy or listened to the case study. Either way they were getting one direction: to order now.


  78. Rhonda Hess says:

    Shut up already! Geez! Thanks for catching us in the act of killing the close, Robert, and setting us straight. You are so right!

  79. Gren Bingham says:

    Hello Robert,

    I can honestly say that I have never done this, but that is because I was taught early about closing.

    One relatively easy to take action presented in, say, an “Ericksonian embedded command” manner.

    What continually shocks me is how often there is a need for the good advice you give here!!


    Gren. Bingham
    “De omnibus dubitandum.”

  80. Ziki de Naim says:

    Hi Robert,

    I used to do health products/supplements seminars and i must say that I like to use “one more thing”. By giving great info during the seminar and building anticipation for the close, i try to keep the close to the “one more thing” and it works great as that’s exactly what they are going to do/remember


  81. Jonathan says:

    Great article, essentially telling us not to talk ourselves out of a sale!
    I wonder if you made your pitches more like stories then people might be pre-conditioned to expect the end which is where you could present your call-to-action.

  82. Chick j says:

    You Need to Know When to Stop Talking! This is the one thing that stands right out. I am putting this on my wall of quotes to think and use. That idea is needed by a lot of speakers.

  83. Georjina says:

    Excellent advice and shows exactly where I’ve been making a huge mistake…over selling what’s already sold.

    Thanks for the great tip.

  84. Dennis Wagoner says:

    Hi Robert,

    Man, this makes so much sense!

    And the strange thing is most people haven’t figured it out.

    Including me.. until now!


  85. What excuse have I got now for not creating
    a great kickass sales page


  86. Robert Plank says:


    There’s no excuse left!

    So go make one and get back to me.

  87. William says:

    Very good post Robert, as always. I can’t for the life of me figure out as a product owner or affiliate, if you are being interview why you wouldn’t want to make a pitch of your product.
    It seems to me that is why you are there any way…
    Make the most of it.

  88. Nemrod Kedem says:


    I feel that somehow I always knew that… But actually stop talking is much more difficult!

    Thanks for reminding me…

  89. Ron says:

    I have been on several Webinars lately where they close and then open up for questions. I know they lose a lot of people at that point.

    They do try to close again after the Q&A, but it never seems to be as good as the first close.

    How do you handle Q&A’s?

  90. Robert Plank says:


    I close, then leave for 3 minutes before starting the Q&A, and have the Q&A open only for people who bought.

    Poll your list before you launch and you should have their objections and have those integrated into your pitch already.

  91. 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.


  92. Robert Plank says:

    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.

  93. Matt S Rinc says:

    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.

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


  95. 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!

  96. 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.

  97. Heather says:

    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.

  98. Chris says:

    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”

  99. Nancy Boyd says:

    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.

  100. 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!

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