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?！　∧慵某隽俗畎舻拿餍牌?，你的目錄冊(cè)屬于斯密斯。你的小冊(cè)子很精致了，所以你將它裱起來(lái)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(xiāo)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(hù)馬上購(gòu)買(mǎi)你的產(chǎn)品?！　se 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(lái)宣傳的話(huà)，可以讓你的電話(huà)響個(gè)不停，并改寫(xiě)你的收益圖表：　　Give a Deadline for Ordering　　為訂購(gòu)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?！　∥覀兌际盏竭^(guò)限時(shí)訂購(gòu)的宣傳單。這樣的銷(xiāo)售活動(dòng)會(huì)在那個(gè)日子結(jié)束?！　r you could use the deadline in conjunction　　with an upgrade or free gift. For example, order by the 15th and receive..。?！　』蛘吣憧梢越o在限時(shí)前購(gòu)買(mǎi)的客戶(hù)提供免費(fèi)升級(jí)服務(wù)或免費(fèi)禮品。如，在15號(hào)之前購(gòu)買(mǎi)的話(huà)會(huì)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?！　×硗?，要把結(jié)束的日期定在宣傳的當(dāng)月。這樣做的話(huà)，你的潛在客戶(hù)就會(huì)意識(shí)到他們有的購(gòu)買(mǎi)時(shí)間是有限的，也不會(huì)產(chǎn)生“我以后再買(mǎi)”的想法了。　　Advise of a Price Increase　　標(biāo)出價(jià)格會(huì)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(mǎi)到最好的東西。如果你的價(jià)格會(huì)在一個(gè)特定的日期后增長(zhǎng)的話(huà)，要通知你的客戶(hù)。他們會(huì)想在你漲價(jià)之前購(gòu)買(mǎi)你的產(chǎn)品?！　stablish 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?！　?shí)驗(yàn)階段是開(kāi)發(fā)新客戶(hù)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)?！　ree 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?！　](méi)有什么能比免費(fèi)禮物更吸引客戶(hù)了。作為額外的訂購(gòu)激勵(lì)，為購(gòu)物的前100位或1000位的顧客提供免費(fèi)產(chǎn)品?！　?No Risk" Trial　　“無(wú)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?！　】蛻?hù)都想確認(rèn)如果他們對(duì)你的產(chǎn)品或服務(wù)不滿(mǎn)意的話(huà)是否可以不用承擔(dān)任何風(fēng)險(xiǎn)。讓新客戶(hù)知道在試驗(yàn)期間他們可以無(wú)條件取消訂單?！　?Not Available in Stores"　　“無(wú)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?！　∧愕漠a(chǎn)品是否只支持郵購(gòu)方式？如果你的產(chǎn)品無(wú)商店售點(diǎn)的話(huà)，記得通知你的客戶(hù)。那樣，他們就會(huì)知道購(gòu)買(mǎi)產(chǎn)品的唯一途徑是你那里而不是在當(dāng)?shù)氐纳痰??！　ffer an Upgrade　　提供升級(jí)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(jiǎn)單的字可以提升你的產(chǎn)品銷(xiāo)量。“在10天內(nèi)訂購(gòu)的話(huà)，我們可免費(fèi)幫您升級(jí)到豪華版?！薄　ree Supplies/Accessories　　提供免費(fèi)贈(zèng)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(xiāo)售店里看到過(guò)這樣的情況。購(gòu)買(mǎi)一臺(tái)電腦的話(huà)可以得到一臺(tái)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(zèng)品的時(shí)限。這樣可以禮貌的催促顧客在時(shí)限之前搶購(gòu)你的產(chǎn)品。　　Use Action Phrases　　應(yīng)用鼓勵(lì)性話(huà)語(yǔ)　　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(lì)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?！　‖F(xiàn)在就打電話(huà)訂購(gòu)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(lái)訂購(gòu)吧。將您的意見(jiàn)卡回傳給我們?！　void Passive Phrases　　不要使用冷淡的短語(yǔ)　　Be sure to avoid passive phrases like:　　確定不要使用這樣的短語(yǔ)：　　You know how to reach us. Call when you're ready to order?！　∧涝撛趺春臀覀兟?lián)系。當(dāng)您需要時(shí)請(qǐng)致電我們訂購(gòu)。　　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(hù)提供馬上搶購(gòu)的嘉獎(jiǎng)。他們會(huì)掏出自己的錢(qián)包，而你的利潤(rùn)將迅速增長(zhǎng)。