“Make It Easy for Me to Buy”

Want to boost responses to your marketing campaigns? Here is a simple tip. Tell people what you want them to do and make it easy for them to do it.

One of the most common mistakes marketers make, especially in direct mail, is burying the offer or forgetting to include a call to action. So get it out there. Every direct mailer or direct marketing piece should contain the following three elements:

1. The offer. What do you want people to do? Make a purchase? Call for a free consultation? Ask for the free information kit?

2. The call to action. Don’t assume people will know what you want them to do. Ask them to request a brochure, call for a free appointment, or sign up by scanning a QR Code.

3. Response mechanism. Make it easy to respond. If you are asking them to send away for more information, prefill the BRC with their name, addresses, and other information. If you want them to make a phone call, put the phone number to call in larger font or in a different color so it’s easy to find.

Assume that your audience is busy and you only have a few minutes of their time. Within just a few seconds of scanning the piece, they should know what you are selling, what action you want them to take, and how to do it.

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