ACTION—Give Them a Reason to Act
At the end of your advertising piece, public relations notice or sales message, remember to ask the reader to do something. This is the call to action. Make it easy and obvious for the reader to take the next step. If you don’t, your message is empty, and the reader is likely to do nothing.
EXAMPLES OF CALLS TO ACTION
> “Call now to receive a FREE Home Improvement Costs package.” The word “free” is powerful. “New,” “improved” and “more” are effective as well. Offer something of value, such as a free downloadable booklet of common problems. Collect email addresses from your audience by having them complete a form before they can access the download.
> “Contact Mike now at 555-555-1212 or email email@example.com, or visit us at www.inspectioncompany.com to book your inspection.” Including your phone number, email and website, even if they also appear elsewhere in the piece, is a great idea. Keep in mind that providing a person’s name and a local phone number is preferable to providing a company name and an 800 number.
> “Inspection times book up fast. Call now to reserve your preferred time.” This call to action creates a sense of urgency. Home inspection is a time-sensitive service. Highlight your online booking feature on your website as a special convenience that is “Available 24/7.”
> Use dramatic photos of house defects. Including photos of house defects on your promotional piece can help make your message more powerful. These images can raise buyers’ awareness of risk and highlight the value you bring.
AN EXTENDED EXAMPLE OF AIDA MARKETING
The following example of an advertisement offering an indoor air quality evaluation to clients who have settled into their new home walks you through the AIDA process. Be sure to copy the notice feature and benefit statements. Please note that this ad is simply an example that illustrates the AIDA process; the statements are not facts.
ATTENTION AND INTEREST
IS YOUR HOME KILLING YOU? Is your health suffering?
Do you or your family often feel ill in your home? Many families spend their lives breathing contaminated air. They never make the connection between their poor health and the air quality in their own home.
Fact: One in 12 people suffers from asthma.
Fact: Although there are treatments for an asthma attack, the best solution is to remove the asthma triggers from your environment.
Fact: Allergies have a compounding effect, and most people with allergies are allergic to several things. If you are allergic to dust, pollen and smoke, you may be able to get rid of all your symptoms by reducing only one of these three allergens.
Fact: The air quality in nine of 10 homes can be improved by 75 percent at little or no cost to the homeowner.
DESIRE Our indoor air quality assessment can help you get you the answers you need. As a previous client, you will enjoy a reduced fee of only $245, rather than our standard fee of $300.
We identify sources of indoor air contaminants, and we give you expert, unbiased advice on how to improve the quality of the air you breathe. We have no affiliation with any contractor or manufacturer, and we do not do repairs or sell products. We just give you the advice you need. Often, you can implement our recommendations at little or no cost. You and your family will enjoy a healthier and more pleasurable home life.
Here’s what our customers are saying:
“Thanks so much. The solutions you gave us are worth their weight in gold. We never knew it was so easy to improve the quality of the air we breathe.” – D. Johnson, Washington, D.C.
“I can’t thank you enough. Because you put the cover back on the furnace filter cabinet, my headaches have completely disappeared.” – J. Walsh, Chicago, IL
ACTION Call 555-555-1212 now to book an assessment. Mention this letter to receive $55 off our normal fee of $300.
Don’t forget: Make sure that you plan to spend time with our expert while he or she is in your home. Our clients say that the education they get during the evaluation is as valuable as the report itself.
USE THESE AIDA IDEAS ON YOUR NEXT MESSAGE TO CLIENTS
Keep this article (and Part 1 that appeared in the April issue) handy so you can refer to it as you develop or review your marketing messages. Reviewing these AIDA ideas can help you to help your clients understand how your services will help them.