You sent out the best direct mail piece you've ever seen. Your catalog belongs in the Smithsonian. Your brochure is so great you framed it and put it next to the pictures of your kids.

    你寄出了最棒的明信片，你的目錄冊屬于斯密斯。你的小冊子很精致了，所以你將它裱起來和自己孩子的相片放在一起。

    So why aren't you getting sales?

    但是，為什么你的產(chǎn)品銷售不了呢？

    Take a look at your call to action. With any advertising materials, it's crucial

    that you get potential customers to act. Now!

    看看你的宣傳方式吧。不管你用什么樣的廣告方式，重要的是讓潛在的客戶馬上購買你的產(chǎn)品。

    Use the following techniques to create a call to action that will have your phones ringing off the hook and your profits reinventing your sales graphs:

    使用以下的技巧來宣傳的話，可以讓你的電話響個(gè)不停，并改寫你的收益圖表：

    Give a Deadline for Ordering

    為訂購確定一個(gè)時(shí)限

    We've all received some sort of promotional material that has a deadline for ordering. The offer could end on that date.

    我們都收到過限時(shí)訂購的宣傳單。這樣的銷售活動會在那個(gè)日子結(jié)束。

    Or you could use the deadline in conjunction

    with an upgrade or free gift. For example, order by the 15th and receive…

    或者你可以給在限時(shí)前購買的客戶提供免費(fèi)升級服務(wù)或免費(fèi)禮品。如，在15號之前購買的話會收到……

    Also, try to make the cut off date in the same month as your materials will be received. That way, your potential customers know they only have a limited time to respond and they won't fall victim to the "I'll do it later" syndrome.

    另外，要把結(jié)束的日期定在宣傳的當(dāng)月。這樣做的話，你的潛在客戶就會意識到他們有的購買時(shí)間是有限的，也不會產(chǎn)生"我以后再買"的想法了。

    Advise of a Price Increase

    標(biāo)出價(jià)格會上漲

    People want to get in on a good deal. If your price is going up on a specific date, let your customers know. They'll want to buy before your product's price increases.

    人們都想以最優(yōu)惠的價(jià)格買到最好的東西。如果你的價(jià)格會在一個(gè)特定的日期后增長的話，要通知你的客戶。他們會想在你漲價(jià)之前購買你的產(chǎn)品。

    Establish a Trial/Introductory Period

    建立一段實(shí)驗(yàn)/介紹期

    Trial periods are a great way to get new customers. Offer a special deal, extra service or a lower price during your trial/introductory period.

    實(shí)驗(yàn)階段是開發(fā)新客戶的最佳途徑。在此期間提供優(yōu)惠，額外的服務(wù)或者低價(jià)。

    Free Gift

    免費(fèi)禮物

    Nothing attracts new customers like free gifts. As an added incentive for ordering, offer your free gift to the first 100 or 1000 people that respond.

    沒有什么能比免費(fèi)禮物更吸引客戶了。作為額外的訂購激勵，為購物的前100位或1000位的顧客提供免費(fèi)產(chǎn)品。

    "No Risk" Trial

    "無風(fēng)險(xiǎn)"實(shí)驗(yàn)

    People want to know there's no risk involved if they're not satisfied with the product/service. Let new customers know they can cancel for any reason before the trial period expires.

    客戶都想確認(rèn)如果他們對你的產(chǎn)品或服務(wù)不滿意的話是否可以不用承擔(dān)任何風(fēng)險(xiǎn)。讓新客戶知道在試驗(yàn)期間他們可以無條件取消訂單。

    "Not Available in Stores"

    "無商店售點(diǎn)"

    Is your product exclusive to mail order? If your product's not available in stores, be sure to tell your customers. They'll know they can only order your product from you instead of visiting the local stores.

    你的產(chǎn)品是否只支持郵購方式？如果你的產(chǎn)品無商店售點(diǎn)的話，記得通知你的客戶。那樣，他們就會知道購買產(chǎn)品的唯一途徑是你那里而不是在當(dāng)?shù)氐纳痰辍?/p>

    Offer an Upgrade

    提供升級服務(wù)

    One simple line can boost your sales. "Order within 10 days and we'll upgrade you to the deluxe model."

    一行簡單的字可以提升你的產(chǎn)品銷量。"在10天內(nèi)訂購的話，我們可免費(fèi)幫您升級到豪華版。"

    Free Supplies/Accessories

    提供免費(fèi)贈品

    You've seen this technique used with computer sales. Buy a computer and receive a free printer. This works with a whole range of products. But be sure to include a date on your offer. This politely urges people to take advantage of your offer before time runs out.

    你在電腦銷售店里看到過這樣的情況。購買一臺電腦的話可以得到一臺免費(fèi)的打印機(jī)。這一方法在很多產(chǎn)品中都有可行性。但是要記得加上免費(fèi)贈品的時(shí)限。這樣可以禮貌的催促顧客在時(shí)限之前搶購你的產(chǎn)品。

    Use Action Phrases

    應(yīng)用鼓勵性話語

    No matter how you approach your own call to action, be sure to include action phrases:

    不管你是如何鼓吹宣傳的，記得加上以下鼓勵性的詞組：

    Call Now. Toll Free. 24 Hours a Day. Mail this coupon today in the postage-paid envelope. Fax your response card.

    現(xiàn)在就打電話訂購吧。免郵費(fèi)。一天24小時(shí)售貨。用我們貼上郵票的信封今天就將優(yōu)惠卷寄回來訂購吧。將您的意見卡回傳給我們。

    Avoid Passive Phrases

    不要使用冷淡的短語

    Be sure to avoid passive phrases like:

    確定不要使用這樣的短語：

    You know how to reach us. Call when you're ready to order.

    您知道該怎么和我們聯(lián)系。當(dāng)您需要時(shí)請致電我們訂購。

    Give your customers the perks of responding immediately. They'll grab their wallets. You'll see an increase in profits.

    為你的客戶提供馬上搶購的嘉獎。他們會掏出自己的錢包，而你的利潤將迅速增長。