Oops! There it was again. A well-written ad with an eye-catching headline, nice photo, a decent bullet list of benefits...and a big, fat hole where the compelling offer should have been.
Instead of telling the reader exactly what action to take, the business blandly listed only a phone number and website address.
What a waste!
But, print ads aren't the only areas where I see business owners backing away from doing the obvious-that is, giving the reader or listener a compelling reason to respond now, not tomorrow. Another place where my "marketing coach eyes" catch business owners omitting a compelling offer is in their internet marketing.
Women entrepreneurs, in particular, are guilty of this mistake. Why? Because women mistakenly think they're being "nice" by not telling someone what to do.
Come on, ladies! We know we're capable of being in charge, giving directions, and even acting downright bossy. We do it all the time running our households. So, let's not pretend we don't know how to step up powerfully in the same way when it comes to telling our prospective clients to get themselves in gear and hire us!
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