Always do this.
Every time you deliver content or info to a prospect, give them a specific step they can take to do business with you.
Don’t just put your phone number at the bottom of the web page. Tell them to pick up the phone and call you for an appointment, and give them several good reasons why they need to do it today.
Every piece of text should actively prompt readers to do something: Sign up for a newsletter. Download a white paper. Buy this special deal at this special low price that will only be good until Saturday.
On top of getting more sales faster, writing for specific results gives you something tangible you can measure.
When you know that 3 out of every 1000 visitors to your website call for a consultation, and you get 5 appointments for every 100 newsletters you send out, you can start to understand what works and what doesn’t.
This will let you put more time and energy into useful activity, dump the tactics that aren’t working, and increase your Return On Investment (ROI).
There are a lot of clever ways to put in your “call to action.” but all you really have to do is include a reason why they should take the desired action.
For example, “Tax time is just around the corner. I want to make sure you get a chance to review your portfolio before my I’m booked solid, so call me before the end of the week and you can take advantage of our annual IRS vaccination special.”
Be sure to repeat your call to action at the end of your piece, in the form of a p.s. Over 75% of the people who don’t read your copy word-for-word will still read the p.s.
Only businesses based on mail order, catalogs, and e-commerce seem to use this tool consistently. Do you?
The next time a marketing piece grabs your attention, ask yourself, “So what am I supposed to do now?” See if it answers that question.
Then look at your own website, sales letters, presentations, or anything else you use, and ask the same question.
You’ll learn a lot of surprising things about your business and your customers. And on top of your new wealth of knowledge, you’ll also gain a wealth of…er, wealth.
To get ahead in business, you have to stand out from the competition. You have to do something different. You have to be bold.
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