One of the best ways to ruin a truly great sales letter is to not ask for action. The second best way is to include a call to action without a penalty.
Indeed, not all calls to action are the same, but a strong call to action is typically:
- clear about what happens next
- brimming with trust elements
It also has:
- a distinct button to click
- a trial period
- a guarantee
When it comes to getting people to do what you want them to do, there are two ways to ensure this will happen.