- It clearly tells the reader how to respond: “...complete and return the
enclosed form...” - It describes what the reader is going to get: “...your subscription to
Endless Leads Monthly...” - What about the benefit? That’s in the very first sentence: “...qualified
sales leads...” - It tells the reader to do it now (“today”), and backs this up with a good
reason why: “The special price is due to expire...” - And, of course, this call to action says “Please”
Where do you put your call to action statement? That depends on the
promotion. In short pieces, like advertisements, put it at the end. In a longer
promotion, such as a sales letter, it’s effective to repeat the call to action more
than once. However, always have one at the end.