8 Quick Tricks to Get More Clicks, Calls & Mailed-in Responses
During last month's Direct Marketing Day @ Your Desk, we talked about the goal of response being the common denominator for cross-channel marketing messages. This includes both copy and content. Digital media has given new importance to what's long been key to writing successful direct mail: The call to action (CTA)!
If your CTA doesn't tell your reader what you want him to do, how to do it and why he should, your response is minimized. Here are some quick tricks for a stronger CTA:
1. Make it easy. Don't make your reader search for a way to respond. Make buttons pop and links stand out. Put your direct mail CTA in a hot spot on every component. Make sure your phone number and URL are in large type where they're easy to find the first time and easy to refer back to later.
2. Make it colorful. Whether it's a button in an email, a phone number in a direct mail letter, or the "Talk with an expert" form on your website, call attention to it with color. Red contrasts nicely with black no-matter-what, but you have a rainbow of colors to choose from. Use color to make your CTA an eye magnet.
3. Make it rewarding. Give your reader a reason to respond. In direct marketing this is known as your offer. Just make sure what you're offering appeals to your targeted audience's self-interest. Examples include: "Download a free report." "Call-1-800-000-0000 for your free trial." "Get a free quote." "Talk to an expert." "Buy now, save 20%." Use this copy on buttons rather than the word "SUBMIT."
4. Create urgency. Encourage procrastinators to act. Give an urgent reason to respond. Tricks include deadlines and expiration dates, limited quantities/limited availability ("only 53 left!"), First 50/Fast 50 offers, and emails with countdown subject lines such as "Just 6 hours left to save 50% off all sale items."