Hello, friend!
How do you close your sales campaign, launch, or sales page? What’s the last thing you say to your audience?
Today, I am talking all about closing energy and what you can say at the end of your launch to increase sales, clients, and buyers.
Why Closing Energy Matters
What I often see – and I was guilty of this in my early copywriting days – is the countdown pressure approach: 48 hours left! 36 hours! 12 hours! 2 hours! 1 minute! Get in now! We come in with the clock is ticking, get in now energy because your life is going to change and be transformed.
There is a time and a place for that kind of energy but it’s not always what your buyer at the end of a launch needs to hear.
The person at the end of your launch is not the same person who buys at the beginning of your launch.
Early buyers are all-in, goal-driven, committed. Late buyers? They’re more hesitant. They have questions. They want to know what happens next before they commit.
Sometimes your client just needs to be sold on the next micro win in front of them. Maybe they just need to be sold on what life is going to look like next week when they join. What’s the win they are going to have in three days after joining? Can they commit to that?
Meet your buyers where they are. Show them the next small win in front of them. What’s life going to look like next week after joining? What’s their first milestone?
Two Ways to Improve Your Closing Energy
1. Minimum Viable Commitment
Instead of emphasizing big wins six months to a year from now, focus on the minimum viable commitment they need to make. What is the minimum commitment your buyer needs to make in order to work with you?
For example:
- 7-day free trial: Instead of “This program will change your life!” say, “Try it for 7 days and see how it feels.”
- Yearly membership: Instead of “A year from now, your business will thrive!” say, “In two weeks, you’ll have your first offer mapped out and a 30-day action plan in place.”
What are the shorter term wins? Let’s ask them to commit to the shorter wins and be very clear about what those wins are. This ties in with messaging so well because along with your long-term wins, you also have to know the micro mini wins people get along the way.
Think about when someone joins your program or when someone works with you, what are some of the first wins that they are going to achieve? What are some of the first things you’re going to take off their plate? What are some of the first achievements they’re going to celebrate? What are some of their first milestones?
That is closing energy. Minimal viable commitment – short-term picture, short-term commitments. Close your launch with that energy.
2. Weighing the options of the cost
If you’re a service provider, a creative, or a coach of any kind, cost is one of the biggest objections your ideal clients probably have before working with you. Zoom out of the investment of working with you and show them all the other micro wins that they stand to gain.
Example: My client, a virtual bookkeeper, sells a $379 course on managing your own books. Here is a snippet of how we closed out her sales page:
“Sure, you could save $379 and try to figure it out alone… until it’s 10 PM, your accounts aren’t balancing, and your accountant needs info yesterday. I have a better idea! You could invest $379 in a system that saves you time, stress, and the cost of hiring a bookkeeper ($200+ per month).”
It’s an investment in not having to hire a bookkeeper or not freaking out at tax time or not having to take Saturday to do your books. It’s an investment of having total peace of mind that you know how to do your books. We zoomed out of that investment and talked about the micro wins that come along with that and showed them what else they are getting along the way.
You really want to show the value of your program when people are questioning it the most.
Recap: Shift Your Closing Energy
- Closing energy is not headline energy. It’s not about big, bold transformations—it’s about meeting hesitant buyers where they are.
- Minimum viable commitment. What’s the smallest step they can take? Sell them on that.
- Weighing the cost. Break down all the micro wins that come with their decision.
When you close with this kind of energy, you help more people feel ready to take the next step.
I hope this helps you improve your closing energy! Let me know how it works for you! Send an email to hello@jennyrothcopywriting.com or tag me in IG @jennyrothcopywriting with your insights or questions!
As always, if you want to explore relationship-based email marketing strategy in more depth, check out my FREE email marketing strategy and template collection.
This is a bundle of six email templates that you can rotate through every month, plus a calendar showing you when to send each to start more conversations, build better relationships, and make more sales with your email list.
Listen to the Email Marketing Podcast on this topic below!
