CopyHour

7 Figure Sales Writing Framework

The Close

How to end your copy

Listen, humans are weird.We can know that something is perfect for us…And exactly what we need…And exactly what will solve all our problems…And it could even have an iron-clad 100% money-back guarantee...But we’ll spend months or even years hemming and hawing, wondering if we should really spend our money on it.You’ve done it.I’ve done it.It's silly and irrational.But… that’s just how we are.The fourth (and final) element of The 7 Figure Sales Writing Framework is where you fix all these things for your readers: The Close.By the time you’ve reached The Close in your sales letter, your customers should already be convinced you have exactly what they need to solve their problems.Now you just need to remove any lingering hesitations they’ve got and inspire them to act right now.You do that by simply:

1.
Stating the price
2.
Providing a guarantee
3.
Describing step by step what the reader has to do to buy
4.
And sprinkling in a few elements that emotionally make them realize they need to act right now.

Let's apply each of those to our in-progress sales letter for The Productive Solopreneur.

Elements of The Close

First state the price.

A common rookie mistake most new copywriters & struggling entrepreneurs make is feeling guilty when they state the price of their product.They assume people are going to be offended when they tell them the cost.So they dance around it for multiple paragraphs...And waste 1,000 words "justifying" their price.Don’t do that.Just state the price confidently.But also (quickly) explain why the price is actually a steal, by either comparing it to more expensive alternatives — or clearly spelling out the large return on investment the reader can experience.For this example, I’ll make our (fake) course The Productive Solopreneur a $297 offer.Here’s how I’d do this:

If you're a solo entrepreneur struggling to get your work done, you need The Productive Solopreneur.The Productive Solopreneur will 5x-10x your output, have you doing the best work of your life, and leave you fully recharged every day.It's designed to legitimately change your life.And it’s made for solo entrepreneurs who have a lot on the line.Even a 2x increase in your output could be worth $10,000s or $100,000s per year to you.Which is why it was a steal when I taught it in private workshops for $5,000.The average attendee had an ROI of 10x-100x.If you’re serious about your business, that’s a no-brainer investment.Who wouldn't spend $5,000 to get back $50,000-$500,000?And that’s why I've made this self-directed version of the course a no-brainer as well at only $297.Exactly the same material and value — at 1/20th the price.

Then provide a guarantee.

The better your guarantee, the more sales you’ll make. It’s that simple.In my opinion, 99% of entrepreneurs MUST have a guarantee. Having zero guarantee is essentially punishing your customers for taking a leap of faith and buying your product — and a solid guarantee will increase your sales, often significantly.Not to mention that most of your customers are extremely honest and won't rip you off. For every 1 person that unfairly takes advantage of your guarantee, you'll likely generate an extra 3-5 sales you wouldn't have had without it.You're living in a deep, dangerous, aggressive scarcity mindset if that isn't worth it to you.

Should you ALWAYS provide a guarantee?

Do you NEED a guarantee?Every once in a while you'll come across a big-name entrepreneur who very clearly offers no refunds on their products.In fact they wear it like a badge of pride.And here's the thing: for them, it CAN work.That's because they've likely already given you endless amounts of free information and let you "try before you buy" by being on their mailing list, or following them on X, or whatever.The people who buy from them are already in love with them and know exactly what they're going to get.But I don't recommend you do the same yourself.Consider the whole "no refunds" thing an extremely advanced move that could backfire VERY easily if you're not yet at that level.I personally always offer generous guarantees on EVERYTHING I sell. A solid refund guarantee considerably increases my conversion rates every time (even with refunds factored in) — and it's been the same for everyone whose copy I've consulted on as well.

My favorite way to state a guarantee is to tie it to a result your customer is expected to get from your product. Here's what I mean:

The 5x Output GuaranteeIf following this system doesn't at least 5x your weekly output, then send me a single email any time in the next 30 days and I'll give you all your money back — no questions asked.I want you to feel 100% safe this is the best investment you've ever made into yourself and your business.It either works — or you don't pay.

Then sprinkle in a few elements that make them realize they need to act right now — or they’ll miss out in some way.

What we’ve done so far is good.But even with the perfect offer and a rock-solid guarantee and a perfect price, most people will still hem and haw and avoid taking action.Again, we humans are weird and often act against our best interests.So adding in an ethical "expiring" element or two will do wonders to get your audience to act now - and not put it off until later.Note that I emphasized ethical.Don’t lie to your customers.When people discover you were lying, even little lies, it shatters your relationship with them. Not worth it.My favorite ethical ways to create scarcity are:

1.
A temporary discount of some kind
2.
A bonus that goes away soon
3.
Or limited windows of time to buy.

#3 is my personal favorite because it means you don’t have to reduce prices or throw in extravagant bonuses — and it also creates an ideal business structure that has "slow periods" (where you can actually relax) baked into it.So for The Productive Solopreneur, we’d say something like:

But you want to act right now because the course will only be open until next Monday.After that, the cart will be closed until we open again in 6 months — at which point I can’t guarantee the course will be the same price.

Then describe step by step what the reader has to do to buy.

Did I already mention that humans are weird?Because we're really weird.Case in point: often if you don’t explicitly tell people how to actually get access to your product (aka just clicking the "buy now" button), you’ll often see conversion rates drop.It’s just the way we’re wired. Deal with it.So before giving our audience a button to buy, we’ll simply say:

To get access to The Productive Solopreneur, just click the button below. You’ll be taken to a page where you’ll enter your credit card details. Immediately after submitting your purchase, you’ll be taken to the private members area — and can get started immediately.I look forward to seeing you inside.
5x-10x your productivity todayBuy Now

And that's it — you’ve got The Close all wrapped up.

In fact you’ve also now got a complete sales letter following The 7 Figure Sales Writing Framework.And while I know I just covered a lot over the last few pages...On the next page I'll show you the whole letter we've written, along with a cheat sheet of the 7 Figure Sales Writing Framework.Take a look at how simple it is when it's all in one place...

Putting the four elements together

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