Sometimes it takes longer to write the first sentence of an email than to write the rest of the message.

We sweat the details and rightfully so because if it’s fake rapport (How are you today?) or autobiographical (I’m writing to introduce myself), or over-the-top effusive (I’m so impressed with the article you wrote! Wow! You’re an inspiration to us all!), it’s easy to save time, recognize it for what it is – another time waster – and delete.

Yet the close, the last sentence of your email is the golden ticket to set you and your message apart.

It’s the last thing they read and the message they’ll remember. But, how much time do you spend writing that?

In my book, Power Sales Writing, I called this close, the “delighter.” The delighter statement gives your reader a reason to be, well, delighted, a reason to do what you want them to do. It’s an authentic summary statement of the outcome they want to achieve, or a sincere motivational statement.

Here are some examples:
Your 4.3 score is awesome! You can count on us to help you take it even higher! Or,
It’s going to be amazing! Or,
You’re looking at the key to elevated performance results! Or,
Go Yankees!

The delighter should get the other person smiling – even a teensy, tiny smile – while thinking, “Yup, that’s what I want.” Think of it like a (good) motivational speaker! It energizes your reader to take action.

But, wait, speaking of action, doesn’t the call to action come last?


To get best results in email, stop ending with a procedure statement, process question or anything hopeful and tentative:
Looking forward to hearing from you! (I bet you are!)
Would you have time for a 10-minute call? (No)
Does this sound good? (Yes but I’m not motivated enough to do anything about it.)
Thanks for your time. (Ugh!)

Ask yourself: “Have I closed with a fun suggestion or meaningful summary statement that gives my prospect, client or colleague a reason to do what I want?

It’s a ridiculously easy way to close emails for best results.

Before you go—
The whirlwind is behind us and the future is bright! With two-thirds of buyers preferring remote interactions – digital and virtual – polishing your email selling skills is key to dramatically improving sales.

It’s time to stop sending email after email only to be ignored! You can write quick, strategic, smart messages that get results and drive sales!

Check availability for a fully customized on-site sales training workshop or virtual training series. Visit Sue’s website, email or call +1-480-575-9711 for possibilities.


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