Chapter Six

Question 1

21 Steps to Irresistible Offers, Rock-Solid Risk Reversal, and Powerful Closes [1/3]

Answer 1

1. Make your offer “stand alone”
2. Apply the PASTOR formula to your offer
3. Enclose your order area copy in a differentiating text box
4. Use the prospect’s positive voice in the offer
5. Use aspirational language
6. Use credit card logos and secure site symbols
7. Use an order button AND a text link

Question 2

21 Steps to Irresistible Offers, Rock-Solid Risk Reversal, and Powerful Closes [2/3]

Answer 2

8. Do Not Sleepwalk Through the Guarantee
9. Put Your Risk Reversal Inside a Certificate
10. Keep Selling – Especially in the Risk Reversal Section
11. Use “100% Money-Back”, but Don’t Rely on It
12. Add Video to Your Risk Reversal Section
13. Use Your Signature in the Risk Reversal Section
14. Use a Handwritten Guarantee

Question 3

21 Steps to Irresistible Offers, Rock-Solid Risk Reversal, and Powerful Closes [3/3]

Answer 3

15. The Close is You Asking For the Order
16. Use All Available Tools at the Close
17. Tell Your Reader What to Do to Close the Deal
18. Reassure and Praise Your Reader
19. Explain What’s Going to Happen
20. Maintain Look and Feel
21. Test Your Order Form!

Question 4

1. Make Your Offer “Stand Alone.”

Answer 4

If the offer section is the only part your prospect reads—can he or she make a buying decision?

Question 5

2. Apply the P.A.S.T.O.R. Formula to Your Offer.

Answer 5

Invoke attention, interest, desire, and a call to action.

Question 6

3. Enclose your order area copy in a differentiating text box.

Answer 6

Make it stand apart from the rest of the copy.

Question 7

4. Use the Prospect’s Positive Voice in the Offer.

Answer 7

Give the prospect the words to say inside his or her own mind.

Question 8

5. Use Aspirational Language.

Answer 8

Focus on the outcome your reader desires.

Question 9

6. Use Credit Card Logos and Secure Site Symbols.

Answer 9

Reassure your prospect with these familiar icons; also include your guarantee and the BBB logo (if you are authorized to do so).

Question 10

7. Use an Order Button AND a Text Link.

Answer 10

Make it easy and obvious how you wish the reader to proceed.

Question 11

8. Do Not Sleepwalk Through the Guarantee.

Answer 11

This is the biggest mistake made with the risk reversal section.

Question 12

9. Put Your Risk Reversal Inside a Certificate.

Answer 12

This creates credibility and increases conversions.

Question 13

10. Keep Selling—Especially in the Risk Reversal Section.

Answer 13

State your benefits as part of the guarantee.

Question 14

11. Use “100% Money-Back,” but Don’t Rely on It.

Answer 14

Use active language to dimensionalize your guarantee.

Question 15

12. Add Video to Your Risk Reversal Section.

Answer 15

Make it personal, persuasive, and passionate.

Question 16

13. Use Your Signature in the Risk Reversal Section.

Answer 16

Increases conversions.

Question 17

14. Use a Handwritten Guarantee.

Answer 17

Handwritten guarantees can work very well when you are the product.

Question 18

15. The Close Is You Asking For the Order.

Answer 18

Until they press “Submit,” you don’t have an order.

Question 19

16. Use All Available Tools at the Close.

Answer 19

Benefits, guarantee, audio, video, urgency, scarcity, and reward.

Question 20

17. Tell Your Reader What to Do to Close the Deal.

Answer 20

Be as specific as possible.

Question 21

18. Reassure and Praise Your Reader.

Answer 21

Everyone craves affirmation; give it to them.

Question 22

19. Explain What’s Going to Happen.

Answer 22

Tell them exactly what will happen when they press “Submit.”

Question 23

20. Maintain Look and Feel.

Answer 23

Your order form should look like your website.

Question 24

21. Test Your Order Form!

Answer 24

Try to “break” it. Have a backup plan. Recover from “declines” and “abandons”; increase sales.