Effective marketing…

Too many advertisers settle

for a weak call to action

Don’t just hint. Tell folks exactly what you want them to do. Learn from direct marketers. Whether it’s a one-step, two-step, or multiple step offer, once they’ve got your attention there’s never any doubt about what you’re supposed to do next.

Recently I saw a large color ad for a commercial feed industry product. It was for a product that needs lots of tech info about how and why it works and the benefits it promises to deliver…far more than can be squeezed even into a full page ad.

But after getting my attention, the copywriter dropped the ball with this lame call to action: “For details, contact your Dairy Nutrition Specialist, your nutritionist, or call 1-800-526-3563.” That’s passing the buck. What’s worse, this big expensive ad didn’t even mention the Company’s Web site.

Why not make it easy to respond? Send them to the site; offer more information; capture a lead for follow up; track response from that print ad; and supply the name and address of the Specialist who will do the belly-to-belly. Hey! And get another selling opportunity when you mail them a fat package of information they can study at their leisure and share with others.

Tip for the Little Guy: Don’t have a Web site? Get one. Whether you’re a local or national business, it’s one more way to make it easy for prospects to respond. What’s more, it’ll help you track and leverage all your media advertising.