You have written a great article, advertising/marketing piece or brochure. Then you need to ask yourself a question, what action would you like your reader to take? Would it be subscribing to your Website by filling out a form or purchasing a product? Are you looking for your reader to contact you by phone to inquire about a price and specific product information? Do you have an offer you would like your readers to take advantage of before it expires?

Being a successful Copywriter is all about accoplishing what you want through your communication piece. Regardless of any action you would like your reader to take, the most important and final thing will be to instruct them what to do next. Failing to do this will make your communication have no direction, and therefore no action will be accomplished. Sounds easy doesn't it? Well, there is more to it.

Think about how many adverstising and marketing pieces you have read, which contain no clear instruction on how to buy the product or inquire more about it. If a sales copy is so compelling that it actually creates an interest from the reader, why then leave any open questions about how to proceed? You will be surprised how many well written compelling pieces are sent out to customers, which yeld no result, basically because there is no "Call to Action".

Here are a few examples I extracted from a book called "The Everything Guide to Writing a Copy", which I recommend reading. Different ways to trigger an action from your reader may include one of the below:

• "Click here for a free White Paper on..."
• "Call today for a no-obligation free consultation..."
• "Visit our Web Site for a free demo..."
• "Order now and get free delivery..."
• "Order today and save 20%..."
• "Download this free report: 9 Ways to Recognize Your Employees..."
• "To learn more about how our State Tax Savings Program works,
  click here to request a case study featuring a company in your industry..."
• "Reply today and we'll extend the free trial from 30 days to 60 days..."
• "Subscribe today and save $27 off the cover price..."
• "Ask your local pet products retailer for a free sample of Cat Yummies..."

Don't assume that your copy is obviously prompting the reader to take a specific action. If you are writing a wedding dress brochure it may seem obvious that the reader should visit your bridal store and ask to try one of your fancy dresses on. However, studies show that this isn't necessarily true. Readers have shown to be more compelled to taking action when the copy actually asks them to do so in a specific manner. Maybe for you and me it would be enough with the brochure, but remember we are talking about the general population, with different traits and personalities. Everyone applies a different interpretation of your copy. Be specific, ask for an action.

Triggering an action from the reader should be the most important goal of your copy (if you actully intend to do so). Your text should leave no doubt what it is what you want your readers to do next.