Create Fireworks with Your Call-to-Action

Every great performance goes out with a bang, right? My favorite finale has always been fireworks. Whether it is the end of the day at Disney World or a Fourth of July Celebration, I enjoy the bright colors and loud sounds of the explosions. They bring to mind a sense of power and impact that finishes off a great day.

Why not take that concept and include it in copywriting for your next direct mail campaign? The three most important aspects of any sales letter, flyer, postcard, and email are:

  1. Openings that get your mail read
  2. Copy that sells
  3. And yes! a call to action that makes a big bang!

The call to action must be direct and to the point. Simply clicking here, buying today, or saving money isn’t enough. It’s kind of like hanging up a ìWanted Dead or Aliveî sign around town without supplying a name. It doesn’t lead to the capture of many wanted.

The three basic aspects of a strong call to action are:

Communicate your expectations.

If you want your reader to pick up the phone, visit your Web site, or bring a coupon to your store, say it. Be direct! Let them know exactly what you want them to do.

Make it easy.

We live in a busy world. Don’t make it hard for the reader to figure out how to contact you. After you communicate the action you are looking for, put the information right there. Include Web addresses, phone numbers, or even a map to your store. Your busy readers will appreciate it.

Make it emotional.

Love, fear, guilt, and pride are emotional factors that directly affect response and buying decisions.

Once your copy is written, make a checklist of these three vital aspects of your call-to-action, and guarantee explosive results!

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