Quick Tip:
Don’t Neglect Your Call to Action

Imagine being invited to a dinner party at a mansion. You’re escorted down a hallway with many doors, and are finally led into an elegant drawing room. Everybody’s talking about how great the dinner will be … and about the world-class chef who’s preparing it. In your honor.

Then you’re told it’s time to eat … but you’re never told where the dining room is.

Ridiculous, isn’t it? However, many copywriters do something similar when writing promotional copy.

They do everything they’re supposed to do … until the end. Then they neglect to tell their prospect how to buy – how to sign up … or click the link … or call.

When developing any type of direct-marketing campaign, you have only one goal: to get your prospect to take action. To get your prospect to take action, you have to tell him, specifically, what to do. This call to action should be strong (but not too strong) and detailed.

Give him a rationale to act now. Of course, the real reason you want him to act now is so his excitement won’t fade. But don’t tell him that. Give him a reason that makes sense to him in terms of his wants and needs.

Use the call to action to restate your most important promise or benefit. Here’s one example:

“We’ve included a postage-paid response card for your convenience. Why don’t you fill it out now while you have it close by? I’d hate to think that your new life of renewed sexual energy and stamina ends up at the bottom of a pile of papers you’re going to ‘get to soon.’

“Better yet, to get started on your new, exciting life even faster, call our toll-free number right now. 1-888-555-1234.”

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


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Published: September 25, 2006

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