As you’ve (I hope) figured out by now, I’m a big fan of direct marketing.
It’s an underused method in today’s world of online domination, content marketing and social media.
And this is especially true in marketing high-tech and scientific products.
For some reason, marketers of science and technology (whether they have technical backgrounds or not) avoid direct marketing like the plague.
They think it’s too “salesy” and it doesn’t work.
B2B copywriter Bob Bly is often fond of saying it doesn’t matter what you think will work. All that matters is what actually works in practice.
Well, direct marketing and direct response copywriting have been around a long time.
And guess what?
For your prospects to take the next step, you have to motivate them with your copy. This starts at the headline and ends with your call-to-action.
The call-to-action is direct response copywriting at its core.
But writing an effective call-to-action requires you follow a certain formula.
The anatomy of a great call-to-action
What do you want your readers to do next?
An effective call-to-action tells your reader exactly what you want them to do.
Here are a couple things to keep in mind for the call to action:
- Always have an offer stated
- Be clear and concise in your instruction – simplify
- Give a reason to respond right now, or at least sooner rather than later
- You must follow up and measure results
In addition to the above points, an effective call to action is made up of 3 parts.
This 3-part formula is often called the what-how-why formula.
Simply put, the call-to-action tells scientific buyers exactly what you want them to do, how they should do it and why they should do it.
Too many calls-to-action leave out the “why”. But you need to tell your prospects exactly what they’ll get when they take the next step. Remember, scientific buyers love specifics. So give them specifics.
Take a look at the call-to-action below:
“Visit www.ABCSolar.com/solution right now for your FREE copy of the white paper:
Increasing Solar Cell Conversion Efficiency using Silicon Thin Film Technology: A Resource Guide for Solar Quality Control Managers
You’ll learn about a remarkably cost-effective solar-cell technology that is saving companies in your industry 10% on their annual energy costs.”
This call-to-action is extremely specific. It tells the reader what to do, how to do it and why they should do it.
Bottom line: the goal of all marketing communications should be to get your prospects to take some action, moving them towards a sale.
And nowhere is this more important than the call to action.
Because the only thing that matters is the sale. You may use a variety of content and marketing techniques to get there, but it’s the end result that direct marketing cares about.
All the best,