The Most Overlooked Part of Writing Great Sales Copy

There's an old saying in sales: "Timid salesmen have skinny kids." While writing copy for an online business isn't exactly the same as a face-to-face pitch, the core principle holds true. You have to be willing to ask for the sale. This is the single most important part of your copy, yet it's where so many people freeze up, especially when they're just getting their off the ground.

Surprisingly, the biggest failure in sales—both in person and online—is simply forgetting, or being too afraid, to close the deal. People spend hours crafting the perfect presentation or sales page and then stumble at the finish line. Why? It usually comes down to a fear of rejection. But here's the thing about writing copy: you're not looking anyone in the eye. The fear is there, but the stakes feel different. If you want your to thrive, you have to push past that hesitation and directly ask for the sale.

Setting the Stage for the Close

Before you make your final ask, you need to set the stage. Your closing section is where you bring everything together. Some people might scroll straight to the bottom, so you need to quickly retell the story of your offer. This isn't the time to be long-winded, but you do need to recap the logical steps a person would take to decide to buy.

Remind them of the core benefits and the big-picture outcome they were hoping for when they started reading. Briefly mention the guarantee and any bonuses you've offered. Your goal here is to push them out of the land of "maybe." You want a clear "yes" or "no," because a person stuck in indecision never buys anything. This is a fundamental concept in .

5 Simple Frameworks to Close the Deal

Your closing copy doesn't have to be complicated to be effective. I've found that using simple, metaphor-based frameworks works incredibly well. They help move the reader from the main part of your sales page—after you've talked about pricing, bonuses, and the guarantee—into the final decision.

Here’s a quick example of a transition you could use before jumping into one of the closes below:

*"Anyone can learn to build a successful freelance copywriting business. I’ve shown you proof that this system works for me and for others, and I know it can work for you, too. And with the 90-day, double-your-money-back guarantee, you know you’re completely protected."

This little paragraph reconnects them to the benefits and reminds them of the guarantee. From there, you can pivot into one of these five powerful closes.

1. The "You Will Certainly Arrive" Close

This approach helps people think about the future and the cost of inaction.

*"Here's something we both know: one year from today, you will arrive. The only question is where? That is a decision you have to make right now."

By leaving the question open-ended, you empower them to answer it for themselves, which is far more persuasive.

2. The "Different Results" Close

This is a straightforward and logical appeal for people who know they need a change.

*"Let’s be honest. If you want different results, you need to do something different. Make a decision right now to get those different results."

It’s a direct prompt to act, perfect for where a client is looking for a new solution.

3. The "Crossroads" Close

This framework is powerful because it taps into a familiar metaphor, echoing Robert Frost's famous poem, "The Road Not Taken."

*"You're standing at a crossroads. To the left is the same rocky road you've been on. To the right is the road fewer people choose. This road isn't harder; it's just different. Choosing the right road makes all the difference. I hope you'll choose the right road and join us."

It subtly guides them toward the choice you want them to make, which is also the one they want for themselves.

4. The "Decision Time" Close

This one is even more direct and speaks to the gravity of the moment.

*"It's been said that our destiny is shaped in our moments of decision. What will you decide to do right now? The same thing you've been doing, or will you decide to change your results for the better?"

This approach is effective for those who want to but have been procrastinating on taking the first step.

5. The "Handholding" Close

This final framework is all about reassurance. You’re letting the reader know they won't be alone.

If you use this, be specific about what that "handholding" looks like—whether it's weekly calls, one-on-one email support, or detailed checklists. This builds trust and helps manage expectations, which is essential for a successful or any other . Mastering these techniques is a key piece of good for all and any type of .