- “Call now and we’ll throw in an extra Ginsu knife absolutely free!”
- “Act now! Quantities are limited!”
- “Discount good through January 30.”
- “100% money-back guarantee for 30 days.”
Stimulate Your Readers to Take Action
You need a call to action. Something to stimulate your reader to get off his chair and call you or visit your website NOW. Without a call to action, he will put down your postcard/close your email and think he will come back to it later. At that point, you’ve likely lost him.
My pick this week for advertising that works is McDonald’s. First, let me stress how vehemently I have detested McDonald’s for years. I just don’t like their food. I hadn’t stepped into one in probably 10 years, but I have a 2 year old who likes Shrek, so I recently broke that boycott. I say all this to show you how good this advertising campaign is: it got me to go to McDonald’s.
On my AOL Instant Messenger bar is a little box that runs ads. Typically, I ignore it. But one day there was an ad for Mickey D’s for its Chilled Out Lounge.Ã¢â‚¬ I liked the font, so I moused over it to see what it was about. A coupon for a free vanilla iced coffee appeared. Aside from the fact I have had vicious cravings for iced coffee as of late, I was pulled in by the giveaway of something of value. I clicked.
A website popped up that showed a loungey room filled with mod furniture and mod people looking beautiful and detached. The concept, I believe, was that you could interact with the people by clicking on some (not all) and seeing a talk bubble pop up. I actually was turned off by this. The people didn’t say anything important, and the interactive factor somehow missed the mark. However, there was a link for my free coupon for an iced coffee! And cleverly, you could email it to a friend. One feature I did like is that if you pushed the spacebar, it would appear to your boss that you were working on an important spreadsheet. But it’s not like there was enough on the site to actually warrant hiding the 3 seconds spent there from your boss.