CLOSING THE DEAL
The "closing" of an advertisement is a call to action. For an advertisement to be successful, it must encourage the target audience to take that next step (from listening to purchasing...).
A good closing must be clear, reasonable and easy. Capturing the attention of the target audience
| State the action clearly: | You can't stimulate an action unless it's clearly stated. | |
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"Buy Molson Canadian..." |
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| Make the action easy: | The more trouble the customer has to endure, the less likely they'll act. | |
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"Mail the enclosed, postage-paid coupon today!" |
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| Make the action reasonable: | No one will buy a car simply from seeing an advertisement. But you might encourage them to | |
| come to the dealership. | ||
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"Come down to our showroom and try out a Dodge RAM today!" |
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| Offer an incentive for acting: | Studies show that people are more likely to act if they get something in return. | |
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"New members will get their first month free!" |
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| Limit the offer: | Like the rest of us, potential customers are more likely to procrastinate if they don't have a deadline. | |
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"Until March 30, new members will get their first month free!" |
What action is requested in each of the following advertisements? What methods have been used to close the deal?