If you want to get more sales and people to get better, that is.
Talking to my friend the interior designer the other day, she showed me an article she had written and sent to her list.
It was good: lighthearted, fun, end-of-the-year kind of talk – very good for building relationships and creating a connection with her readers.
But it ended in a void, and that’s never a good thing.
See, people have a tendency to be passive.
If you put a story, or a teaching, or some advice in front of them and you don’t give them a ‘here’s what to do next’, then most people won’t take any action.
Even if that action would be beneficial to them.
Weird, but true.
If you take a really terrific book, tell your friend how much you love it, and leave it on the table, that’s where it’s going to stay.
But if you finish by saying: “I think you should read it”, the chances that they’ll pick it up and read increase many times over.
Just how human psychology works.
That’s one of the reasons why emails should always end in some form of call to action.
It can be that you offer something for sale, or invite people to contact you – or simply to recommend a suggestion that will benefit your reader.
“Think about it”, if nothing else.
Especially if your marketing is helpful marketing – designed to deliver value in and of itself.
Whether you provide advice, or tips, or inspiration, or shine a light in their day – always take the opportunity to motivate the reader.
They’ll thank you for it.
See? That wasn’t so hard.
And actually, when you do trigger an action in your reader, you’re doing them a favour, because you share something that you know is valuable, and you conclude by inciting them to make use of it.
And like I said: if you don’t, they won’t either.
Here’s another call to action, if you want to increase you sales:
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I’ll make sure it includes the right call to action for your audience and your business.