What’s the best way to end an email?
The same thing you do at the end of any closing argument, presentation, meeting, pleading, report, blog post, or other persuasive communication.
Tell the reader what to do.
Tell them to buy. Sign up. Click here. Remember these three things. Go here. Do this.
When you tell people what to do, more people do it.
Can’t they decide for themselves? Sure. And they will. You’re not forcing them to do anything, you’re just pointing the way. Instead of leaving things up in the air and asking the reader to figure out what you want, you’re telling them.
And guess what? People want you to tell them. The judge wants to know what you want. The audience wants to know what you’re selling. The client wants to know what you advise. When you tell people what to do, you’re making things easier for them.
Of course somewhere in your opus you should tell them why. You have to back up your call to action with some substance. Tell them how they benefit, why it’s the right decision, what will happen if they don’t.
The call to action doesn’t literally have to be the last thing you say. You could tell them what to do and follow that with a memorable quote, a short story, or additional bullet points in support of your request. But don’t walk off the stage or sign your letter until you’ve told them what to do next.
You’re not in the entertainment business, you’re in the persuasion business. Do your job. Tell people what to do, and why.
Like this:
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