This is the point where you need to push your reader off of the fence one way or another.

Whether you are looking for a subscription, a sale, or simply some form of contact from your reader, you must tell them what you want them to do.

Let’s give a little analogy just to emphasize this point.

You need to borrow some money from a friend. They may lend it, they may not. But do you think that they will lend you the money if you do not ask them for it?

Of course not.

You MUST make clear the actual goal of your sales copy and make explicit what the reader must do to receive the benefits that you have previously mentioned.

The call to action represents the final letter of the AIDCA acronym and is essentially the ‘make-or-break’ point with regards to getting the reader to make the desired action.

You already have their attention and interest, you have developed their desire for your product, you have convinced them, and now all that remains to be done is to tell the reader what to do.

You can even sprinkle calls to action throughout your copy to allow your (easier convinced) readers to stop reading and take action.

Whether you choose to use numerous calls to action, or just one, you must ALWAYS make it an order, not a request.

Don’t ask the reader if they would like to place an order, tell them to ‘order here’.

It may seem a little brusque to write in this manner, but take it from us, it is much more effective than making a feeble request.

After your call to action, if you are writing your copy in a letter format, it is often a prudent strategy to summarize the major benefits of your product in a PS and PSS to catch the people that are still unsure about making a purchase.

You might also like to add a few more testimonials here to inject a little more conviction.

By now you should have a well written, focused, effective sales letter ready to put in front of your prospective customers.