Too often, writers sell their hearts out describing a product -- then turn off the power and close with, "For more information, call ...."
Direct marketers know better. You need to sell the benefits oftaking the next step just as hard as you sold the product.
In many cases, that step is little more than a meeting with a sales rep. But you can still position it as something of value. It's not a sales call. It's a "complementary assessment to guide you in your future planning...."
Bottom line: close with the ease and benefits of actually responding to your message.
Just for Fun
An ill-advised acronym
As in, "OMFG, that's him on the right!" (Click on photo to enlarge)
Equally iffy: the URL for the World Taekwondo Federation, WTF.org.
In a Word
Stay away from "pay"
"This seminar normally costs $1,750, but you pay just $1,250 if you respond during the early enrollment period."
Using the word "pay" focuses attention squarely on cost and loss -- at precisely the moment when readers are deciding if the benefits are worth it.
Better to avoid "pay" and focus on what the reader gets. The change can be as simple as: "This seminar normally costs $1,750, but you can attend for just $1,250 if you respond during the early enrollment period."
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.