---
title: "Close formula"
description: "The order of elements in the pitch."
canonical: https://tomsharman.com/bookshelf/one-to-many/close-formula/
updated: 2026-11-03
---

# Close formula

> The order of elements in the pitch.

Jason Fladlien's framework, from One to Many, pp. 147 to 199.

Framework 7 of 8 from [One to Many](https://tomsharman.com/bookshelf/one-to-many/index.md) by Jason Fladlien. Category: Offers and pricing.

## The steps

1. **Offer.** Name, tagline, benefit, major components in three to five minutes.
2. **Price.** Link to a higher price, stair-step down.
3. **Bonuses.** Compound them, best last.
4. **Guarantee.** Remove risk.
5. **Objections.** Cycle time, money and product questions.
6. **Scarcity.** Use true scarcity throughout.

## Where it comes from

From chapter: 10. Close Overview, pp. 147–199

The close is mostly technique and can be assembled paint-by-numbers: offer, price, bonuses, guarantee, objections and scarcity throughout. The offer is the least important part and gets three to five minutes. Price is revealed within the first five minutes of the offer, linked to a much higher price and stair-stepped down. Bonuses get two to three times longer than the core offer and are compounded with the best saved for last. Guarantees remove risk, with an extended example of the profit guarantee, and the objection section handles time and money repeatedly with memorised closes.

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/one-to-many/close-formula.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/one-to-many/close-formula-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/one-to-many/close-formula.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/one-to-many/close-formula-dark.png