One major problem with most “image” advertising is that when prospects are done looking at it, they are not sure what to do with their new-found knowledge.
The reason is, the copywriter did not tell them what to do. The ads are missing what direct response copywriters know as a “call to action.”
It’s a pretty simple concept. If you want your prospects to do something...tell them what to do.
Here are few examples of calls to action:
- For more information, call 800-555-1212 today.
- Download your 25% off coupon when you go to www.anycompany.com.
- To get your copy, simply complete the attached order form and mail it in the postage-paid envelope.
- Visit your local Chevy dealer to test drive the amazing new Corvette.
Although calls to action are one of the things that differentiate direct response from image advertising (you are after all directing a prospect to do something), even the most image of image ads could improve their results by adding a simple call to action.
For more ideas on how to use calls to action in your copy, email me at inquire@cdmginc.com.