August 30, 2011
Whenever we review promotion strategies for clients we collect samples. Maybe the biggest shortcoming we see is not asking potential participants to register — up front and often. Usually readers have to wade through a bunch of copy before the piece finally gets around to asking them to sign up.
To make sure you’re getting to the point (participation) of the web page, email, flier, brochure, or letter try these techniques:
At the beginning — Ask participants to sign up in the headline or opening sentence. “Walk This Weigh Guarantees Weight Loss Success — Sign Up Today.”
In the middle — After you’ve described the main benefits, insert a “Don’t delay” or “Why wait?” message, then proceed with “And there are 4 more reasons you’ll want to register now …”
At the end or in the PS — Close with a summary sign-up message like “With all these advantages, it’s easy to see how much you’ll get …” or include a bonus statement like “Register by September 1 and you’ll not only be guaranteed a spot in the XYZ program, you’ll be eligible for …”
If you have a good service, don’t hesitate in asking people to get involved now — because they benefit and so does the organization.
