Your Marketing and Design Reading for The Weekend
Great copywriting in all areas of marketing is important but the call to action is critical and so tough to get right. We all get barraged with bad calls to action on a daily basis at work and at home. The Affinity Express Marketing Team struggled with this recently when developing a direct marketing campaign to generate interest among major retailers (see previous point about B2B, services company offering marketing production and wrap your mind around that!). Ultimately, I think we were successful with our offer of a free month of services but we'll know more when the results start coming in a few weeks.
In the meantime, I completely agree with the advice to use verbs. A majority of my copy leads off with verbs and nowhere is this more important than in a call to action. I like the idea of "showing rather than just telling" and Mel keeps me focused on this point. "Making it snappy" is easier said than done but when you get it right, the call to action takes on a life of its own. Statistics are great when speaking to prospective customers and just about anyone else--we're all hardwired to respond to numbers.