Make Sure Your Advertising Copy Works #5 – Call to Action
Tell your prospect what you want them to do, give them a Call to Action!
Many ads are written, letter, email, or reminder sent, without a way for the prospect to take advantage of your offer (give you money.) It may seem obvious to you, and you think it must be just as obvious to them, but most people skip read so you must be very clear and tell them exactly what you want them to do to respond. “Call our number now to make an appointment. Go to our website and click on xxx to buy our product or make an appointment.” Make it very clear what you want them to do and repeat it at least twice.
A critical component is to tell them when to do it, i.e. “Call Now” or “Visit our website NOW.” “Reply by …” Or “Quantities are limited, call now.” As well intentioned as your customers and prospects may be, if they are confused, if there’s no sense of urgency, if no clear how-to has been given…they’ll walk away, toss it in the trash or click delete.
There’s a well known saying in marketing circles: A confused mind doesn’t buy. You can’t leave it up to their imagination to decide what you want them to do, when you want them to do it or how they can comply.