Page 22 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

I’d call this an assumptive close. We’re telling the reader what will
happen when they respond. Not if.
Just as the CTA seems to go last, it often gets written last. But maybe
that’s not such a good idea. After all, you’re tired . . . and elated . . .
the letter is almost finished. You can go home. Just as soon as that
pesky call to action is done. So you dash off an “order now,” save and
close, and you’re clear.
But this is the whole point of the letter (or ad, flyer, or web page).
This is where it all comes down to a “yes” or “no” from your reader.
So it needs the most effort, creativity, and precision to get it right.

In practice

• Write your CTA first. Apart from anything else, it will help you

focus on your goal, whether that’s new orders, sales leads, or
sign-ups to an e-zine.

• You can use a CTA to get people to do anything, even turn the

page on a two-page letter.

100 GREAT COPYWRITING IDEAS • 13