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An Idea A Day by David Thompson

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SALES COPY

WHAT DO YOU MEAN “IF”?

Andy Maslen

GET PEOPLE CRAVING or longing for your product (or, to be more precise, feeling that your product can deliver whatever it is they’re truly longing for or craving) and you’re almost home. But there’s still one hurdle you have to leap before you’ve made the sale. Every sales representative worth their salt knows all about it. Even though it’s hard to do. Ready?

You have to ask for the order. So let’s talk about the call to action (again). Whatever you’re writing, from press releases to Google Adwords, emails to sales letters, you have a commercial goal in mind. That translates into an action your ...

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