Marketing experts advise you to tell your prospective client, reader or listener, what to do.
Tell them to call and ask for an appointment. Tell them to click, download, read, or watch, tell them to sign up, and you should. Telling people what to do makes it more likely they will do it, and more likely, therefore, that you will get a new case or client, subscriber or follower.
Don’t leave it for them to figure out what to do; tell them. And tell them why.
What are the benefits of doing what you’re asking? How will they be better off? What will they learn or get or be able to do?
Telling them what to do is important. Telling them why is the most important part of your message.
People do things for a reason. A benefit they want or need. Just as you shouldn’t leave it up to them to figure out what to do, you shouldn’t leave it to them to figure out why.
Even if it’s obvious, tell them anyway. Tell them that getting your information or advice might help them avoid an expensive lawsuit, for example. Or that hiring you might be the quickest and best way to make their painful problem go away.
Talk about their legal problem and their pain. Because people will do more (and pay more) to solve a painful problem or difficult situation than they will do or pay to prevent one.
Tell people what to do and why. Especially if “why” means the end of their painful problem.
