Hey there,

My brain gets jammed whenever I try to write the ending to a sales email.

You know, the part where it usually goes…

“That’s why I created this amazing ABC course where you…”

Or…

“Ever felt this way before? With ABC, you will…”

The biggest problem is that it often feels forced.

Meaning: Readers’ noses twitch as they sense a sales pitch coming from a few paragraphs away.

A smooth and natural transition solves this problem.

But creating one is NOT easy. It takes practice.

Hours and hours of writing.

So, if you’re struggling with writing a strong close, don’t worry. You’re not alone!

I’m guilty of it, and so are many others.

In fact, whenever email copy coaches ask their readers what problem they’re facing right now, the most common is:

“How do you write a transition that doesn’t feel awkward?”

Probably a question as old as trying to discover the secret to eternal youth.

Good news is…

Nobody gets it right all the time.

Even writers like Stephen King get criticised for their endings.

And I bet you can recall movies or books that have terrible endings that leave you unsatisfied too.

There’s no perfect close that pleases everyone.

Expect awkward, clunky endings to be the norm, and you’ll worry less.

So, keep writing great emails your readers love to read.

As long as 80% of your email is valuable, the close typically doesn’t really matter.

Each time, just do your best to write a smooth transition.

Then, feel free to do whatever you like: Promote your offers, ask for feedback, get replies…

But if you’re still stuck?

Try what Henneke calls a “pep talk” close. It’s one of the five types of closes she uses in her writing. (Who is Henneke? Check it out here.)

A “pep talk” close encourages your readers to overcome their self-doubt about a problem you mentioned earlier.

Here’s one way to do it:

It’s like a coach who goes to the locker room right before a crucial match to rouse the morale of the players.

Not many brands do this.

But if you can, you come across as an empathetic and trustworthy leader to your readers.

Give it a try the next time you write an email or a piece of content.

You got this!