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You may have noticed that I’m telling you to state your price at this point, but in the example above, I’ve already stated my price!

That’s true. But sometimes I wait until after I’ve described the entire package to state the price. For example, I always wait until after I’ve described the package to state my price if I’m offering “standard” and “deluxe” versions of my product. You’ll see an example of this when we re-create my sales piece.

It’s not all that important whether you state your price before or after you describe your irresistible package. Just make sure you give your price at one of these two points. Copywriting Step Number 24 Issue your call to action.

Every marketing piece should have one action – and one action only – you want your customer to take. In the case of all the examples I’ve shown you so far, the action I want my customer to take is to buy my product.

But often you’ll want your customer to take a different action. You may want them to fill out a form to receive a free sample of your product or service. Or you may want them to phone or email to request a free consultation or take the first step in a multiple-step selling process.

Whatever the action is you want your customer to take, it must be just one action only. If you offer your customer too many different action options, or if you confuse them in the least, there’s a high likelihood they won’t take any action at all.

Here’s the call to action from a sales piece that I’ve used to sell this course:

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It’s Easy To Get Started

Getting started couldn’t be easier. The price of this potent business-building program is merely $349. That includes the complete “special formula,” all interactive workshop sessions, and all bonuses.

Even while the cost is highly reasonable, here is what’s actually crucial. If this program was merely another set of “state to you what to do” techniques without revealing to you exactly how to do it… another lightweight program that merely leaves you poor and disappointed, it would not matter what the cost is. It would not be of any value.

Only if you are able to acknowledge with absolute certainty that every internet marketing piece you compose can successfully achieve your goal, whether it is fetching a regular new stream of clients… multiplying your profits… cashing in with profitable back end sales… or whatever your particular marketing purpose may be… and having the skill to do this yr after yr for as long as you are in business, what is that really worth to you?

I can not place an accurate dollar figure on that for you – only you’ll be able to do that. Only I will assure you this: at $349, this program can very possibly be the most beneficial deal and the most beneficial investment you will ever get.

To get on track to making all of your IM as lucrative as imaginable, the simplest way to order is to utilize the secure order form today. Or, you are able to print the form and telefax it to my office at (555) 444-XXXX. I take facsimile orders twenty-four hours a day, 7 days a week.

You can also order by calling my office at (555) 444-XXXX.If the lines are busy, please leave a voice mail and someone will get back to you the same day.

The fourth option is to fill out the order form and mail it to:

Stratford Marketing Group, Inc.? 321 Main Street??Anytown, USA

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Comments On The Call To Action

You might have noticed that the first thing I do is tell my customer, two times, that it’s easy to order. I want to do everything I possibly can, right from the beginning, to let them know that getting the benefits they truly want is effortless.

Then I justify the price. I do this by presenting an argument they already know to be true, but haven’t necessarily articulated themselves. Here again, I’m underscoring my credibility by clearly demonstrating that I understand their innermost thoughts.

Then I follow through on my promise that ordering is easy. I give the customer four different options for placing their order, all of them simple to use.

The most important element is that I’ve told the customer precisely what to do and how to do it. I’ve called them to action and shown the valuable benefits they get by taking that action.

At the risk of repeating myself, it’s imperative that you tell your customers precisely what you want them to do. Because if you don’t tell them what to do, most customers will do nothing.

By the way, this is the first of numerous calls to action I use in any sales piece I create. I will rephrase and repeat the call to action two or three more times before I’m finished. That way, there’s no chance that the customer can misunderstand exactly what I want them to do.

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Tags: Action, ad, Copywriting, customer, form, Marketing, Piece, price, product, program, sales letters, Writing

This entry was posted on Thursday, January 14th, 2010 at 2:00 am and is filed under Copywriting, Home Based Business, Internet Business, WAHM. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.