It’s the call to action.
We wrap up our proposals with a request for action. We have nothing left to say except “do this!” The recipient already knows why and they have a picture of what will happen if they mobilize. Now, we put the button in front of them and tell them to depress it.
The call is simple.
A pill that can fix my back is better than a stretching regimen. How simple can we make this next step. Hopefully it’s only one thing to do. It’s easy and it’s fun.
The call is rewarding.
Hopefully, we’ve already clarified what’s going to happen and it’s going to be a dream come true. “just reply to this email saying ‘it is on’ and I’ll take all this off your hands”
The call is now.
We’re trying for the next step to be immediate. They can pull the trigger and we can give them something right away.