How To Get Your Prospect To Take Action
There's really only one thing that separates Image advertising from Direct Response. Image advertising just wants you to think about a product in a certain way. Direct Response wants you to do something about it. Now.
Direct Response can be entertaining. It doesn't have to sound like a used car salesman on steroids. But it will have one element that sets it apart from it's "pretty" cousin:
A call to action.
Without a call to action you've got to spend the big bucks to be effective. And even then, you'll never know for sure. I mean, how do you measure an image? On the other hand, if you ask your prospect to do something, he either does it or he doesn't. Right away you know whether your money's been wasted or not.
But if you don't ask him to do anything, it's a safe bet he won't.
So get him off his rear and doing something. (After all, he can't reach his wallet if he's sitting on it!) Tell him to call now. Visit this website. Clip this coupon. Click here and "Buy It Now!"
Of course, people don't take too kindly to being ordered around. So before you start issuing commands, you need to build your case. You've got to make him WANT to take action.
You've got to tell him W-I-I-F-M: What's In It For Me? Don't just list the features of you product or service. Tell him the wonderful things those features do for him. Tell him the benefits. Paint him a picture of how wonderful life will be, if only he'll do the tiny little thing you are asking of him.
Tell him all it takes is one simple phone call. Tell him the problem he's having can be solved with just a click of a mouse. Tell him he can have the widget of his dreams at a 20% discount if he tears out this coupon and brings it into the store today.
And don't let "I'll do it later" even cross his mind. This is, after all, a very limited time offer. Isn't it? It better be!
And there had better be a believable reason. "Hurry, sale ends soon!" isn't enough. An expiration date on the coupon is a good start. A limited supply helps. But a definite, set-in-stone date for a specific price increase is even better.
He might get just a little nervous right about now. You are, after all, asking him to part with his money, and not really giving him time to think about it, either. So be sure you mention your money-back guarantee, or the fact that you won't give out his personal information, right beside your call to action. Make sure he knows that he has nothing to lose.
Except, of course, this golden opportunity. All he has to do is act now.
Since you put it to him this way, he's much more likely to do just that.
Does your marketing forge an emotional connection with your prospects? It can. Lisa Packer delivers persuasive, targeted copywriting that dramatically increases your business. Unleash the power of words on behalf of your business by visiting http://www.dramatic-copy.com today.
 Google News Updated : Sun, 07 Sep 2008 20:08:19 GMT 'Wrestler' takes top honors at Venice - Variety
Variety - By NICK VIVARELLI Darren Aronofsky drama “The Wrestler,” starring Mickey Rourke as washed out pro wrestler Randy (the Ram) Robinson, in comeback mode both on and off the screen, pinned down the Venice Film Festival’s Golden Lion. Is Evan Rachel Wood dropkicking Marilyn Manson for Mickey Rourke? A Glance at 'The Wrestler' Publ.Date : Sun, 07 Sep 2008 18:55:44 GMT Michigan spared sting of West Nile - Detroit Free Press
Detroit Free Press - BY SHERI McWHIRTER • RECORD-EAGLE • September 7, 2008 TRAVERSE CITY -- West Nile virus hasn't seriously bitten Michigan this year and seems to have spared the state's northern reaches. Yes, the mosquitoes were nasty this summer Aerial survey being conducted to find mosquito breeding grounds Publ.Date : Sun, 07 Sep 2008 07:53:44 GMT Spa Update: Hamilton Penalty Hands Win to Massa - AutoWeek
AutoWeek - By NIGEL ROEBUCK A drive-through penalty is the punishment for almost causing a collision in the pits. We know this because Bruno Senna was thus punished in the GP2 Series race at Spa-Francorchamps, and it cost him the race. Massa declared winner of Belgian GP Raikkonen's title hopes doused by Hamilton at Spa Publ.Date : Sun, 07 Sep 2008 18:46:22 GMT Health Highlights: Sept. 6, 2008 - Washington Post
Washington Post - On the heels of the huge nationwide salmonella outbreak that caused more than 1400 illnesses from Mexican peppers, a regional Oregon alfalfa sprout distributor has recalled its product in Oregon and Washington state after the sprouts were linked to 13 ... Salmonellosis outbreak prompts sprout recall Salmonella outbreak traced to alfalfa sprouts Publ.Date : Sun, 07 Sep 2008 16:31:13 GMT Side events bring out celebs in advance of VMAs - The Associated Press
The Associated Press - LOS ANGELES (AP) - Though the MTV Video Music Awards are the main event in town this weekend, some celebrities are satisfied enough with the side activities connected to the extravaganza. Britney 'Getting an Opportunity to Start Over' at VMAs Brand and Spears have been promoting the awards on MTV Publ.Date : Sun, 07 Sep 2008 19:10:38 GMT Hurricane, at Category 4, Heads Toward Cuba - New York Times
New York Times - By MARIA NEWMAN Hurricane Ike grew into a bigger threat to Florida and the Gulf Coast Sunday as it roared through the Bahamas mid-morning, with forecasters expecting it to gain in strength as it approaches Cuba. Video: Raw Video: Ike Pounds Turks and Caicos Powerful Hurricane Ike looms as trouble for Gulf Publ.Date : Sun, 07 Sep 2008 16:52:07 GMT India a step closer to nuclear trade - Christian Science Monitor
Christian Science Monitor - The Nuclear Suppliers Group agreed Saturday to lift a 34-year ban on selling nuclear technology to India, even though it hasn't signed the Non-Proliferation Treaty. India secures controversial access to nuclear technology US Congress signals it will clear N-deal Publ.Date : Sun, 07 Sep 2008 17:01:15 GMT Increase Online Traffic |
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