Chapter Eight

Question 1

5 Closing Copy Templates That Work

Answer 1

1. The “You Will Certainly Arrive” Close.
2. The “Different Results” Close.
3. The “Crossroads” Close.
4. The “Decision Time” Close.
5. The “Handholding” Close.

Question 2

1. The “You Will Certainly Arrive” Close.

Answer 2

The metaphor is, we both know you’re going to arrive, the question is where? I purposefully leave that question open for them to answer, I don’t answer that for them because I want them to have the answer it’s more powerful that way.

Question 3

2. The “Different Results” Close.

Answer 3

If you want different results you need to do something different. Make a definitive decision right now to get different results.

Question 4

3. The “Crossroads” Close.

Answer 4

This close invokes language that’s deeply embedded in our subconscious, which is from the poem by Robert Frost about the road not taken. “I chose the road less traveled, and it has made all the difference.”

Question 5

4. The “Decision Time” Close.

Answer 5

It’s in your moments of decision that your destiny is shaped. What will you decide to do right now?

Question 6

5. The “Handholding” Close.

Answer 6

You’re metaphorically holding their hand. Show them what that will look like, and be careful that you don’t create false expectations.