Every good marketing message has an end goal: to inform, to educate, to promote, to get a buying decision, to get someone to ask for information, or take a next step. Know what outcome you desire from any piece, write everything to build to it and then ask for that outcome. Be sure you have a clear call to action. Ask your audience to do the thing you want them to do.

Make it clear and easy to understand. There is nothing more frustrating than wanting to take a next step but having no idea what that is or how to do it. So tell them. In plain language. Say things directly, like: Go to my website and sign up for my free report and get insider information only available to people on my list. Or: Decide to remodel your house by the end on the year and save 50% on all the carpet or tiles you buy. Or stop in today and tell us you read this on our website and we'll give you a complementary set of Xrays when you become a new patient of our dental practice.

Offering something of value gets people to take action. People want to act, but when they are motivated by an offer, they act more quickly, more decisively and that can only be good for you.

Conventional wisdom tells us that people often have to see, hear orread about something 7 to 9 times before they take action. Help them along by making it worth their while to take immediate action. Offer something compelling if you prefer they do something right then.

Not everything you write will be to get someone to take action. Just make sure when you have a desired outcome, you state in clearly in terms that spell out the benefits to your prospect.

Remember, we ARE all dialed into our own self interest. Grab me by mine, tell me what you'll do for me and how you'll do it along with your compelling USP and you just might get me as your next customer!

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