Copywriting 101: How to Get Your Customers to Take Action part 4
However, my advice for most situations is to combine branding and direct response. Your brand is clearly communicated in advertising and promotional materials, but you also take advantage of some direct response techniques at the same time.
If nothing else, make sure you do not forget the call to action.
Creativity Resources - Write Your Call to Action
Want to put a call to action in your promotional materials but do not know where to start? Here is a simple step-by-step formula:
1. Knowing your purpose for advertising or promotional materials. Why do you run these ads, make this Web site, printing of this brochure? (And no, an acceptable answer is NOT because everyone has one.) Is it to generate leads? Get your name out there? Getting people to buy? Or what?
2. Now write it down.
3. That’s it. It’s your call to action. Whatever the final outcome you want for the campaign is what you should be asking people to do.
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