A call to action in direct response advertising prompts immediate action, such as filling out an order form or making a call. It is important to be clear and urgent in the call to action to ensure a response from the prospect. Good copywriters address any doubts or reservations and summarize the offer, bonuses, and benefits in the final call to action.
In direct response advertising, a call to action is a phrase that prompts the reader or viewer to take immediate action. The desired action could be filling out and submitting an order form or response card, making a call, clicking on something on a website, looking for the product in a particular store, or many other possible actions. The call to action closes the sale by telling the reader or viewer exactly what to do to obtain the offered product, service or information.
A clear and specific call to action is important because the goal of your direct response advertising is to get prospects to take the action you want them to take. If the prospect doesn’t know what to do to get the benefits you’re promoting, they may miss the answer. This action must also be immediate or the prospect may delay the response, which often results in no response.
A good call to action will create a compelling urgency for prospects to respond. Words like “You must call NOW because supplies are limited” clearly tells readers or viewers to respond immediately to get the item the rest of the ad has convinced them they need. Without a specific, urgent call to action, the rest of your ad copy goes to waste. In direct response advertising, it’s the response to your ad that counts!
Good copywriters understand what would stop the target audience from responding. They relate to the prospect’s doubts and fears, reassuring the reader or viewer, such as emphasizing the company’s “no questions asked money back promise” near the end of the copy. Any questions or reservations the prospect might have should be addressed and the offer, including bonuses and benefits, as well as urgency should be summarized in the final call to action. Here is an example:
“Call 1-800-555-5555 now and reserve your limited edition Bradley-Rhodes Bonsai sculpture. You must call NOW as supplies are limited. Your satisfaction is 100% guaranteed. You have our money-back promise, no questions asked. Hurry! Call 1-800-555-5555 NOW! The first 100 callers receive a miniature surprise bonus sculpture absolutely FREE! ”
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