Writing a sales letter? Don’t confuse readers with more than one call to action
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When you're writing a sales letter you need to be incredibly focused on what you want people to do. Want to write a letter to introduce your business? Great, go ahead! But don't be surprised when you get no response. Why? Because you haven't asked for a response.
Powerful sales letters are focused. The writer starts by thinking about what they want the audience to do. That might be to book a workshop, a meeting or a free consultation. It might be to visit a website. Next, you need to make sure that what you're asking people to do is realistic. Want someone to buy a £10,000 diamond ring on the back of a sales letter? Possible, but more realistic would be to invite them to look at your website, which will then do the next part of the sales process.
Most of us go wrong but putting in several calls to action: "buy this book; book a consultation with me and maybe come on one of my workshops while you're at it". It's confusing, overwhelming and won't get a response.
So next time you're writing a letter, pick just one action, and stay focused! You'll reap the rewards.
