Masonry Magazine May 2003 Page. 53
QUALITY MASONRY TOOLS
KING BRICK HOO
Take. Make them an offer they can't refuse; for example, offer to educate them (free of charge) about your business. If you want them to pick up the phone and call your company for a quote or consultation, then give them a good reason to do so. Write each line so compelling that readers can't wait to get to the next one. Always test messages, track campaigns, and make changes as you go to improve those results.
Practical tips for telling your story include: always use fonts that are easy to read, such as Times New Roman, Arial and Verdana. Make it conversational instead of cute, you want to create rapport with your reader. Make use of subheads that break up large blocks of text and create critical white space. Use photographs that support your copy or graphics of past successful projects with dynamic captions. Include as many testimonials as you can; you can't have too many testimonials.
Call Them to Act
If you don't ask for the order, the answer is always "no." Your call to action is a beginning step to converting a prospect into a buyer. The best kind of advertising makes them an offer they find irresistible. Tell them exactly what actions or steps to take-for them to either call, fax, e-mail or write your company, as well as visit your website for more information.
If you send them to your website, make sure you have a two-step process in place that includes a second strong call to action so you don't lose them at that point. You could use case studies that depict your quality craftsmanship and on-time scheduling. Emphasize customer service and, while you have them, don't forget the opportunity to up-sell. What additional services might you offer that they could benefit from? You'll be amazed at what needs you can unearth just by asking.
Cathy Taylor is a marketing consultant with over 20 years experience. She specializes in strategy and plan development, as well as management of communications and public relations programs in both the high tech and small business sectors. She can be reached at Creative Communications: creative-communications@cox.net.
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May 2003
Masonry 51