Once you've got them on the hook, land them! Don't let them get away. Probably, one of the most common and best methods of moving the reader's to act now, is written in some form of the following:
“All of this can be yours! You can start enjoying this new way of life immediately, simply by sending a check for $XX! Don't put it off, then later wish you had gotten in on the ground floor.
Make out that check now, and be IN on the ground floor! Act now, and as an early-bird buyer, we'll include a big bonus package - absolutely free, simply for acting immediately! You win all the way! We take all the risks. If you're not satisfied, simply return the product and we'll quickly refund your money! Do it now! Get that check on its way to us today, and receive the big bonus package! After next week, we won't be able to include the bonus as a part of this fantastic deal, so act now! The sooner you act, the more you win!”
Offering a reward of some kind will almost always stimulate prospects to take action. 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're asking for product orders; and with lots of fanfare only when you're seeking inquiries.
Too often copywriters, in their enthusiasm to pull in a record number of responses, confuse the reader by "forgetting about the product," and devoting their entire space allotted for the "demand for action" to sending for the bonus. Any reward offered should be closely related to the product, and a bonus offered only for immediate action on the part of the potential buyer.
Specify a time limit. Tell your prospects that the 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 kind of guarantee you offer always helps to produce action from prospects. And the more liberal you can make your guarantee, the more product orders you'll 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're saying.
The action you want your prospects to take should be easy - clearly stated - and devoid of any complicated procedural steps on their part, or numerous directions for them to follow.
Demand More Money by Using your Ads to Ask for Action - To learn more about this author, visit John Brennan's Website.
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John Brennan
(Visit John's Website)
John Brennan Ed.D.
Dr. Brennan is President of Interpersonal
Development, LLC, a training and
development firm. Interpersonal
Development has provided sales training
and coaching to more than 3,000 sales reps
from over 100 companies.
A native of Australia, Dr. Brennan
received his doctorate from the University
of Rochester. His dissertation researched
the effectiveness of Behavioral Modeling
Technology in training people in
interpersonal skills. While he has spent
most of his career designing or delivering
training, he was also a Vice-President of
Sales of a training and development
franchise with operations in 25 markets.
Dr. Brennan has designed and delivered
sales training in North America, Asia,
Europe, Australia and the Middle East. He
has been a guest speaker at numerous
national and regional professional
conferences.
When Microsoft wanted Best Practices
articles on sales for their web site, they
called Dr. Brennan. The results are at office.microsoft.com/e
n-us/FX011387391033.aspx
His firm’s clients have included Volvo,
The Prudential, Merrill Lynch, Eastman
Kodak, Gannett, Equifax Europe, the
Economist Group and countless small
businesses.
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Gavin Potter says, “The 20th century was about sorting out supply, the 21st is going to be about sorting out demand.”
