8 Quick Tricks to Get More Clicks, Calls & Mailed-in Responses
5. Increase visibility. Put your call to action where it will be seen. All channels have hot spots such as the P.S. in a direct mail letter and above the fold in emails and on web pages. Also make sure to repeat your CTA more than once.
6. Jumpstart momentum. Use action words to motivate your reader and get things rolling. Use verbs like start, buy, call, mail, visit, click, discover, save, learn, see, enter, read, find, share, activate, ear, register ... and the always-appropriate-even-though-it's-very-generic: get. Verbs are your best friend when creating a strong CTA.
7. Choose your mode. How many and which response modes should you include? Do your customers prefer to mail, call, click, visit (store or website), text, even fax? Yes, fax! Some market segments and industries still get a significant response via fax. With so many choices it may be difficult to decide. Test and track to ensure you're offering the response options preferred by your targeted audience. Also test to make sure you're not offering too many. And stay tuned — these will change over time.
8. Add content. For the content-hungry reader who's not ready to make a buying commitment, test a secondary CTA that links to a video demonstration, planner's checklist or customer review. Shortened URLs, QR codes, Touchcodes, and mobile apps used with digital watermarking link ink-on-paper copy to digital content solidifying reader engagement. The 2013 IKEA catalog is a great example of how to do this with both traditional and online catalog shoppers.
Pat Friesen is the author of the recent Direct Marketing IQ report, "The Cross-Channel Copywriting Handbook." She writes for direct mail, email, blogs, catalogs, the Web, and other direct response media. She's also a sought-after copy coach, workshop presenter and columnist for Target Marketing magazine. Contact Pat at 913.341.1211 and Pat@PatFriesen.com.