What makes prospects buy?

Posted September 2nd, 2007 by Dr James Pratt

I've talked about headlines, subheads and photo captions, the critical attention getting and interest building components of advertising supported by good, effective copy, along with the fourteen tips that go into writing effective copy.

Now let's switch gears and talk about what I believe is the single most important device that gets your customers or prospects to buy... the call to action!

The call-to-action in the form of a response device. In person-to-person professional selling one of the most common failings in sales people is the fear of closing the sale. In other words, the reluctance to ask for the order.

Just as closing the sale is a vital skill in face-to-face marketing, asking for the desired action clearly is a vital skill in advertising. Incidentally, experience in effectively closing sales in person is a valuable asset in creating effective advertising. The same techniques, words, phrases and ideas used in personal selling can be used in print selling.

A strong direct call-to-action in direct mail is vital. Tell the reader exactly what you want them to do, how to do it and when to do it. If response to your offer is any way complicated you may want to number the instructions, one, two, and three.

The call-to-action may appear in several places in the typical direct marketing package, such as the letter, the main brochure and most importantly in the response device. A response device is the coupon to be redeemed, the order form, or the reply card.

Whatever your response device is it should restate the basic offer and bonus and present
the call-to-action. You can learn to use these techniques to develop effective direct mail marketing materials for your businesses, products and services.

In your next Successful Marketing Strategy blog, I’ll begin to discuss the importance of understanding the value of a customer and client relationship.


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