{"id":3514,"date":"2017-11-20T05:44:40","date_gmt":"2017-11-20T13:44:40","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=3514"},"modified":"2019-05-09T11:31:44","modified_gmt":"2019-05-09T18:31:44","slug":"final-call-action-tipping-fence-sitters-side-sale","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/video-marketing\/final-call-action-tipping-fence-sitters-side-sale\/","title":{"rendered":"The Final Call to Action Tipping the Fence Sitters to Your Side of the Sale"},"content":{"rendered":"\n\n\n
Joining this series a bit late? No problem! Start from the beginning here: <\/i><\/b>The First Five Critical Steps to Creating Sleek Video Sales Letters.<\/i><\/b><\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Judging the right tone and message for the end of your video sales letter (VSL) is really difficult.<\/h4>\n

At the end of the last article we discussed how to reveal the price of your offer.<\/a> But what comes next?<\/p>\n

You can\u2019t abruptly end the video now, even if the \u201cAdd to Cart\u201d button is still visible; it would feel weird and lack grace. You need to fill those final minutes with something of substance and value.<\/p>\n

Should you get on your knees and beg? Stand their smiling until your face aches\u2026 some muzak humming in the background?<\/p>\n

Ummmm, no.<\/p>\n

Just Keep Going<\/b><\/h3>\n

It\u2019s important to mention now that this isn\u2019t as delicate a moment as you\u2019re imagining. The majority of your viewers, if they\u2019ve stayed watching your video for this long, clearly WANT to take your offer. If your offer is good and you\u2019ve positioned it correctly, using the Key Plot Points<\/a> we\u2019ve outlined in this series, then a decent portion of your audience will already be working their way through the checkout process.<\/p>\n

Then, there will be another, second, portion of your audience that reluctantly realizes your offer isn\u2019t anywhere close to being within their budget and has to move on.<\/p>\n

But the THIRD portion, the ones that are still on the fence, need you at the top of your game right now.<\/p>\n

Maybe the offer is outside of their budget, but only just. Or perhaps the offer is affordable, but it still represents a sizeable investment and they\u2019re internally weighing the pros and cons.<\/p>\n

These final few Plot Points are for this all important THIRD portion. Instead of wasting the final moments of your video with filler, use this time to tip over as many fence-sitters into the buying zone as possible.<\/p>\n

Plot Point #30: Take Action \u2013 Be Rewarded<\/b><\/h2>\n

Your first attempt to tip the scale and get those fence-sitters on your side of the sale is an indirect approach that has the virtue of sounding like a completely natural follow-up to announcing the price (and that the order page is now open).<\/p>\n

Simply describe what happens, from a practical point of view, once they click on the \u201cAdd to Cart\u201d button.<\/p>\n

This is both useful for the people that have already decided to buy, and compelling for those people who still need a little more encouragement to take action.<\/p>\n

By describing the post checkout steps, you\u2019re not just providing useful information, you\u2019re also subtly inviting people to imagine how it will feel to go through this process. For the people that want your offer but haven\u2019t yet clicked, they\u2019ll start to feel the excitement and anticipation that they know will come once they make a decision.<\/p>\n

It also shifts them from nervously weighing the options, to thinking about what actions they need to take next.<\/p>\n

Keep it simple and logical. Tell them what to do, and what happens when they do it\u2026<\/p>\n\n\n\n
Below this video is a button. Click it and you\u2019ll be directed to the order page. Once you\u2019ve entered your details and hit \u201csend\u201d, you\u2019ll get an email confirming your purchase. Inside there will be a tracking link so you can keep an eye on your delivery and see when it\u2019s due to arrive.<\/i><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n\n\n
Next to this video is a button. Click it and you\u2019ll be directed to a page where you can create your account. Once you\u2019ve done that, you\u2019ll instantly get an email with a confirmation link. Click that link and your account will be ready for you to use \u2013 once you login you\u2019ll have access to everything.<\/i><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Plot Point #31: The Hopeful Future<\/b><\/h2>\n

For many of your viewers, this subtle call-to-action will be enough. For everyone else, you need to issue a brief reminder of why your offer is important and why it\u2019s urgent that they take action now.<\/p>\n

You don\u2019t need to do a full recap of everything you\u2019ve covered thus far \u2013 think of it as playing the Greatest Hits. Do this in three stages, each one slightly ramping up the intensity.<\/p>\n

The first of the three \u2013 The Hopeful Future \u2013 is about the BENEFITS of the results. Remind them of what their future could hold if they take action\u2026<\/p>\n