->-> With a blessedly simple way to get more sales
In 1980 I took my wife and her parents on a cruise through the Mediterranean.
We stopped at Efes in Turkey, known thousands of years ago as Ephesus
Our guide showed me the oldest advertisement I’ve ever seen.
It was an image carved into the pavement – a foot pointing to the local whore house.
Simple and to the point. Told you where to go and what to do – walk
John Caples said “When people have read your copy they want to know what to do.”
In this case no copy was needed, the ad just told people what to do.
Telling people what to do is far more important than you might imagine.
Once you’ve told people why they should act the close is the moment of truth.
If you have covered every other step you should be familiar with – gain attention, get people interested, demonstrate value, convince people that you’re telling the truth, then you want a response.
The question is how do you get them to act?
Years ago I read what McGraw Hill research discovered
The ads that got most response asked at least 3 times.
Your wonderful headlines and brilliant persuasion are worth nothing unless you can get them to act.
If you’re writing a letter it was discovered years ago that the thing most remembered is the P.S.
I often wondered if this applied to e-mails.
I don’t like to take chances, and if something looks like it might work I’ll give it a go.
So I often have a P.S. in my emails.
Maybe you should, too.
Best,
Drayton
P.S. Want to do better? Go to AskDrayton
