12/ You don't actually have to finalize the deal. But you DO need the would-be customer to take some positive proactive step. "Call this number and get a free book!" is one. They give their addr and name. That's a step. That's a conversion. When someone finishes >
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13/ reading your ad, or website, or whatever, they should have ZERO doubt about what the next step is. You chant your 800 phone number 5 times on the radio ad and say "call now"
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14/ What should I do? Call. When should I do it? Now? Are operators standing by? Yes, they are? What was that number? 1-800-GET-FREE-CRAP !
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15/ When I visit your sales page, what should I do? Click the red button that says "buy now". When should I do it? Now. Why should I do it now? Because the 50% discount ends in 32 minutes and 11 seconds.
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16/ When the evangelical knocks on my door, what does he want? My name, phone number, and a promise that I'll stop by the new church for the coffee social this Saturday at 3pm. Why should I do it? Bc free coffee, free daycare, new friends, and the Grace of God When? 3pm
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17/ How will I remember? He'll call me at 1pm to remind me.
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18/ There's a variety of folks on twitter who get the first half of the equation. I'm not subtweeting any one person here - I'm subtweeting a DOZEN people. These folks are great at creating anxiety. But what do you want? How can I make the anxiety end?
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