When talking to prospective customers, many business people find it very difficult to ask for the sale. They feel uncomfortable and awkward, are concerned that they’ll appear “pushy,” or just don’t know what to say. Unfortunately, many people make the same mistake when creating their organization’s marketing materials.
|DON'T FORGET TO ASK FOR THE SALE
You’ve seen ads like it before. There’s an attention-grabbing headline, beautifully designed graphics, and well-written text that clearly communicates the benefits of the product or service offered. All that’s missing is a suggestion as to what you should do next. They forgot to ask for the sale!
What is a “call to action”?
A call to action is a phrase or paragraph that asks for the sale or requests that the reader do something. It’s the part of the marketing piece that tells the reader what to do next – call now to place an order, click here to get a free report, email for more information, enter a survey to win a prize, subscribe to an online newsletter, etc.
Never assume that your potential customers will know why they should act, what they should do, or when they should do it.
Tell them exactly what to do
Each of your marketing pieces should include a call to action (which may be mentioned multiple times, not just at the end) that ties in with the piece’s overall goals. If your goal is to sell, don’t ask readers to call for more information – ask them to purchase your product today. And always keep your instructions simple and clear to make it easy for the reader to respond. Should they call, fax, or email? Do they need to click through to something, fill out a short form, or take some other action? What exactly should the reader do?
Of course, it’s not enough to tell the reader what they should do – you also need to tell them why they should do it, and why they should do it now. But the bottom line is, if you’re not asking for the sale, don’t expect to get it!
CUSTOMER SPOTLIGHT: THE WELLNESS SOURCE
The Wellness Source in San Diego, California was created to help people achieve their optimum and sustainable health. Their flagship product, the 12 Week Turnaround Program, is a fun interactive program that helps people who suffer from weight problems, diabetes, heart disease or other tough health issues to turn things around and get well on the path to health and wellness.
The goal of most of The Wellness Source's marketing materials is to persuade prospective clients to call and schedule a free 30-minute consultation. Take a look at the brochure, 1-sheet and website I wrote for them and see how many calls to action you can find.