Direct Mail Calls-to-Action: Use Them Repeatedly

by Brandon Cornett

One of the biggest obstacles in direct mail marketing is to keep the reader's attention long enough that they find the call to action.

You can minimize this obstacle by including the call to action more than once. Don't just save your call to action for the end -- feature it several times. Put it at the top of your copy (perhaps right under the headline, or as part of the headline), in the middle of your copy, and at the end.

You'll have to reword your call to action to pull this off smoothly, and that's okay. The point is to make it nearly impossible for readers to miss the next step.

Some people read word-for-word. Others skim and scan. You can cater to both by featuring your call to action in multiple locations (in bold headers for the skimmers, and also within the copy for the closer readers).

In doing so, you'll increase the number of potential respondents.

Good luck and good marketing!

-Brandon from PostcardSmart.com