Direct Marketing Guide Part 6: Call to Action
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A great sales letter does not necessarily lead to great sales. It’s amazing how many otherwise passable sales letters leave the reader floundering as to exactly what’s expected of them AFTER they’ve read the letter.
41. Be precise and clear in what you want them to do. Direct the recipient to the required actions.
42. Make it as easy and as quick as possible for them to respond. This could include direct ordering forms with preprinted names and addresses, fax back sheets, response mailers (reply paid), web site registration for seminars, hyperlink click-throughs for e-mails etc.
43. Make your letter work hard for you. Encourage your letter to network. What will make the recipient pass your letter on to the other target or targets? Try a “Recommend a friend” incentive etc.
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