Always Include a Call to Action
Your direct mail piece might explain your offer to customers and clearly showcase its value, but does it tell them what to do?
Even the best copy will fall flat without a good call to action. While descriptive copy lets your target audience learn about your offer and understand its value, without a call to action it’s unlikely to achieve anything at all.
Without a call to action, your direct mail piece isn’t persuasive – it’s informational.
That’s fine if your sole purpose is to inform. However, if you’re trying to generate a response, you need to clearly tell your reader how to act once they’re familiar with your offer.
You need to tell your reader how to move forward, how to make progress, how to learn more or how to purchase. Use your copy to increase their interest in a home, apartment or other property, and your call to action to close the deal.
Think of your direct mail piece’s call to action as a period at the end of a sentence – without it, your piece just isn’t complete. It should wrap up everything you talked about in your copy and tell readers exactly what they need to do next.
If you’re not achieving the results you expected from direct mail, start by checking your call to action. A great call to action can make a campaign, which is why it’s an excellent place to start optimizing if you’re interested in improving your results.
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