How to Create An Effective Call For Action In any kind of direct mail, advertising or other promotion, it is critical to get people to act. Here are some of the many proven techniques for getting people to act NOW: o GIVE A DEADLINE FOR ORDERING. Order by the 15th
andreceive...NOTE: where possible, if you make the cut off date in the SAME month as the piece will be received, people will realize they only have untilthe end of THIS month, and can't put it off. o ADVISE OF A PRICE
INCREASE. Let them know that on suchand such a date, the price will increase. o ESTABLISH A TRIAL/INTRODUCTORY PERIOD, during whichthey're getting a special deal, extra service ora lower
price. o OFFER A FREE GIFT/PREMIUM...to the first 100 or 1000 people that respond. o GIVE THEM A "NO RISK" TRIAL...so they can simplycancel out if they're not satisfied. o URGE THEM TO CALL YOUR NUMBER FOR AN
"UN-ADVERTISEDSPECIAL" OR "SECRET OFFER"...and have your people readywith something of real value. o USE "NOT AVAILABLE IN STORES" as a means to promptaction. Lets people know they have to
order it from you. o OFFER AN UPGRADE. Here you say "Order within 10 daysand we'll give you the next model up." o THROW IN SUPPLIES. Try "Buy a PC this weekend andwe'll give you 25 free diskettes.
"Whatever you do to prompt action, use action phrases: o Call us now, tollfree, 24 hours a day o Mail this coupon today in the postage-paid envelope o Fax it to...And NOT passive phrases: o You know how to reach us
o Call when you are ready to order
