How to Create a Call to Action That Converts in Your Direct Mail
4/26/2019 by Justin
When it comes to direct to seller marketing, you’ll discover several important components. The headline captures the attention of your audience, while the format keeps them from getting bored. Bullet lists hold their interest as they skim and stories involve their emotions. However, one of the most important parts of any marketing, including direct mail, is a call to action. The call to action directly relates to your goal of turning prospects into clients. So, how do you create a call to action that converts?
Be Direct
Have you ever read a captivating advertisement, email or letter that draws you in, only to end it by closing the email, letter or ad and forgetting about it? Maybe you even wondered what the purpose was for the message. If you want to convert your readers into people who take action, you must be direct in what you want them to do.
With email or a website, it’s pretty easy. Just “click here” or “follow this link” to sign up or to be added to the list. However, a direct mail campaign can be more challenging, but you should still make it clear what action you want them to take. “Call us at xxx-xxxx to learn more” will work wonders. Don’t include multiple calls to action or the reader may end up doing nothing. Instead, provide contact information and include a single call to action.
Give Them Something for Free
Want to entice your readers to take action? Give them something free if they do what you want. For example, you’re a real estate investor targeting homeowners who want to sell their properties. Maybe you can offer free tips on how they can update their home for under $$$ or offer a free quote on the value of their property.
If you’re offering something for free and providing value, it must have worth to your audience. Think about what they need and what they might be willing to pay for and offer it for free.
Show the Benefits
You can tell your readers what you want them to do and even offer a reward if they take action, and it still might not make them step up. What will help them take the next step is if they can see what’s in it for them. Show them how your offer will help them or how they will benefit if they contact you.
A call to action is essential to your direct mail campaign, but you must know what to say to make it convert. Otherwise, your mail is just something pleasant for them to read, but doesn’t result in anything. Learn how to create strong calls to action for every direct mail letter you send out.
Be direct with your call to action, give something for free to get the person to respond and show them how they will benefit when they follow up. Contact us at (978) 269-0245 or email us at info@openlettermarketing.com. We Can’t wait to hear from you!
