B-to-B Insights: Powerful Prose
Don’t forget the instructions. Tell recipients exactly what to do. Don’t assume readers know what action to take. Tell them to print their names clearly and make address corrections above. Instruct them to answer all questions below, then place the return card in the postage-paid envelope—and to get answers quickly, go online and log on with their customer ID numbers. Calls to action include phrases like: “There are four easy ways to receive your free guide: call, fax, visit or mail.” Even in the Internet age, response comes from all reply channels based on the time and mind-set of your prospects. Be sure they understand what you want them to do. Don’t make them figure it out.
Russell Kern is president of The Kern Organization, a fully integrated offline and online direct marketing agency in Woodland Hills, Calif. He can be reached at (818) 703-8775 or via e-mail at email@example.com.