In some ways, effective business letters are similar to retail stores: you need to get them in and get them out. The subject line and introduction of your business letter serve to hook your reader onto the showroom floor that forms the body of your letter. The conclusion is the call to action that will ensure that they buy before they leave. If you close strong and smart, you’ll seal the deal or make the sale. However, you can also push too hard with your conclusion or undersell.
Before you write your conclusion, think hard about what you’re offering. What’s the value proposition and what do you want the reader to do. Do you want them to buy, make an appointment, invite you to submit a bid, or something else? Hone what you want them to do down to a single statement of five words or less; being that specific leaves no space for ambiguity.
One you’ve got the action down to five words or less, consider the best way to convince the reader to do it. Is it a discount, a coupon, or your excellent customer service? What you want to create is a statement to your reader that says:
“You should do X because of Y.”
* You should call this number because this is too good to pass up.
* You should buy our product because it’s a better value than any other.
* You should submit your email address because this opportunity won’t last.
* You should use our service because it’s better quality than any other.
* You should sign-up because your competition will too and space is limited.
The support for why your product or service is better or why it’s too good to pass up should be included in the body of your message. That will set your conclusion up to emphasize something that the reader already knows. And it will keep your conclusion short and sweet.