How to Stimulate Action in your Advertising
Lots of ads are beautiful, almost perfectly written and quite convincing – yet they fail to ask for, or demand action from, the reader. If you want the reader to have your product, then tell him so and that he should send his money now.
Unless you enjoy entertaining your prospects with your beautiful writing skills, always demand that he complete the sale now, by taking action now – by calling a telephone number and ordering, or by writing his cheque and rushing it to the post office.
Offering a reward of some kind will usually stimulate the prospect to act. However, in mentioning the reward or bonus, be very careful that you don’t end up receiving primarily, requests for the bonus with mountains of requests for refunds on the product to follow. The bonus should be mentioned only casually if you are asking for product orders; and with lots of fanfare only when you are seeking inquiries.
Specify a time limit. Tell your prospect that he must act within a certain time limit or lose out on the bonus, face probably higher prices, or even the withdrawal of your offer. This is always a good hook to get action.
Any kinds of guarantee you offer always help you produce action from the prospect. And the more liberal you can make your guarantee, the more product orders you will receive.
Be sure you state the guarantee clearly and simply. Make it so easy to understand that even a child would not misinterpret what you are saying. The action you want your prospect to take should be easy – clearly stated – and devoid of any complicated procedural steps on his part.
The easier you make it for him to respond, the more responses you’ll get!
