Every great performance goes out with a bang, right? My preferred finale has actually always been fireworks. Whether it’s the completion of the day at Disney World or a Fourth of July Celebration, I delight in the intense colors and loud sounds of the surges. They bring to mind a sense of power and effect that finishes off an excellent day.
Why not take that principle and include it into copywriting for your next direct-mail advertising campaign? The three most important aspects of any sales letter/flyer/postcard are:
- Openings that get your mail read
- Copy that offers
- And yes … a call-to-action that makes a huge bang!
The call to action must be direct and to the point. A merely click here, buy today, or conserve cash isn’t enough. It’s sort of like hanging up a “Wanted Dead or Alive ” sign around town without providing a name.
It does not lead to the capture of lots of “desired. ” The three basic elements of a strong call to action are … 1. Interact your expectations.
If you desire your reader to pick up the phone, visit your Web site, or bring a coupon to your store, say it. Be direct! Let them understand precisely what you want them to do.
- Make it easy.
We live in a hectic world. Do not make it hard for the reader to find out how to call you. After you communicate the action you’re looking for, but the info right there. Include Web addresses, telephone numbers, and even a map to your shop. Your busy readers will value it.
- Make it emotional.
Love, fear, guilt, and pride are psychological aspects that directly impact response and purchasing decisions.
When your copy is composed, make a list of these 3 important elements of your call-to-action, and guarantee explosive outcomes!