When writing sales copy, it’s essential to get armed with plenty of word weaponry. If you are serious about attracting customers, you need to use powerful writing techniques to draw them in. But, where do you start?
Have you heard of ‘grabbers’ and ‘clinchers?’ Grabbers are phrases designed to attract attention, whereas ‘clinchers’ are persuasive closing statements. There are probably thousands of these sparkling gems, as well as new ones being written every day. In this post, I’ll explore just a few of the most dynamic clinchers.
Secret stash of words
Every ‘good’ copywriter has a secret stash of copy clinchers. My clincher swag bag, for example, is full of positive phrases I use to motivate a prospect into taking the next step. Whether it’s to persuade readers to contact you, sign up for something or buy online, you need enticing phrases in your copy.
If you don’t include powerful ‘clinchers’ in your business writing, the reader will be left thinking ‘what now?’ And more than likely, you’ll lose their business. Prospects always teeter on the edge of a decision; a clincher will gently push them into making it.
What types of clinchers are there?
Clinchers do different things. So, it helps to know what they are and when to use them. Clinchers can be categorised into several groups:
*General clinchers
*The moment of decision
*Calls to action
*The PS
General clinchers
General clinchers are valuable when you want to inspire confidence in readers. They subtly convince prospects they would be missing out if they don’t respond:
*Without a doubt…
*Ask yourself if you can afford not to…
*All this can be yours…
*For such a small investment, you’ll gain…
*This is a tremendous opportunity to…
*It won’t cost you a penny to find out more…
*You’ll wonder how you ever managed without…
*Take advantage of this special offer while it lasts…
*Supply is limited so act now to…
The moment of decision
These clinchers introduce a sense of urgency into your sales copy, at the point where a prospect may be deciding which way to go:
*Intrigued? Why wait another day when you can…
*Get started now!
*Don’t miss this exclusive opportunity…
*Don’t just take our word for it; find out for yourself.
*Now is the best time to…
*Supply is limited so act now to…
*As soon as you take this step, you…
*Take the plunge…
Calls to action
Ever wondered what the secret to persuading prospects to act is? The answer is … to ask them to do something. If you don’t ask, you don’t get! A call to action is an essential component in your marketing kit, as you tell your readers what to do and when.
Once you’ve gained a reader’s attention, given them plenty of reasons to buy, you must follow through with clear calls to action. If you have a website, ensure you have one call to action above the fold (The page break) … and always have a call to action at the end of your copy:
*Contact us today on…
*Complete the inquiry form and send without delay…
*Visit the store today to find out more…
*To avoid disappointment, place your order here…
*Call now to arrange your free consultation…
*For a free demonstration, simply…
*To reserve your…
*Send for a free copy of…
These phrases allow you to ‘connect’ with your customers, whilst focusing on benefits. Never underestimate the importance of clinchers in your copy – they sell!
In the next article, the all important PS grabber – which no self-respecting sales letter should be without!