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Chapter 7: Encouraging Action
And this is where that crucial last step – Action – comes in.
Now your audience knows what your product or service is all about, they understand the value you’re offering, and they are visualizing what life would be like if they had it.
The next step is to get them to act right now to buy the product.
The ‘right now’ part of that sentence is important by the way. In other words, it’s not enough to encourage your buyers to want the product – you have to get them to act right then and there on the spot in order to actually part with their cash.
This is important because most purchases are actually based on impulse and emotion, rather than reason and logic. We click ‘buy’ because we badly want something and we feel anxious that we might miss out if we wait. Often though, had we gone away to think about it, we would actually find that we didn’t need it at all.
Your objective then is to make sure that your readers don’t have time to go away to think. So you need to get them to act fast just when they are at a fever pitch and they really want your product.
And there are a few ways you can go about doing this…