I’m sure you’ve seen the crossroads close. I use it for just about every promotion I write. It's an important tool for the direct response copywriter.
Basically, I write, “you have two ways to go here … you can continue to live without a head on your shoulders … OR … you can get the Acme Head Attacher and live with a head firmly on your shoulders for the rest of your life. I know you’ll make the right decision. Click here now to get your head back.”
It’s a little bit aggressive, for sure, but it’s copy that moves the prospect toward buying the product or service.
But have you considered the crossroads open?
I rarely use the crossroads open in print or web copy but it’s a vital part of writing for video sales letters. I write about VSLs in a later chapter. But here’s how it might go in a VSL.
Look … you have a really simple decision to make right now. You can ignore this free presentation and never really discover this new way to find stocks that are poised to explode in value … OR … you can stay with me for a few minutes and you’ll get some exclusive information about the financial expert who has created this new stock-picking algorithm. And one more thing … this free presentation may be gone if you come back later or there may be a charge for it. Watch it now while it’s still here and still free.
You can even use the crossroads open in a headline and/or deck.
“You Can Ignore This Page and Continue to Suffer With Painful Feet … OR … You Can Meet the Doctor Who Recently Helped A Patient Go from Being in a Wheelchair to Climbing the Highest Mountain in Colorado.”
You can also use the crossroads open in your lead plus there are subtle variations. Here’s an example of a lead.
I know you’re busy and I know your time is precious. And I know you could be doing something else right now. But stay with me for the next few minutes.
Because I’m going to reveal an all-new way to take your accounting business from a disaster that’s always a headache … to a practice that’s fun and 4 TIMES MORE PROFITABLE.
Try the crossroads close, certainly, but also try the crossroads open.
I'm a direct response copywriter working for clients around the world. Enter your information to the right for my free series: Seven Steps to High Converting Copy. Or [contact me here] when you have a project you'd like to discuss. I'm also a Dan Kennedy certified copywriter for information products.