Internet Marketing Digital_marketing_for_dummies | Page 289

Cuing the Click You’ve written a killer subject line. You’ve chunked up your copy beautifully, and each chunk contains a relevant link. You have a product or service that you believe in. You’re 99.4 percent of the way to your goal. But you still have one more thing to do: You have to cue the click by asking people very clearly to perform the action of clicking. Here are a few methods that may be effective for you: Pose a benefit-driven question. Example: “Would you like to learn to grow tomatoes indoors? Click to find out.” Connect proof with product. Example: “Our customers are able to grow 20% more winter tomatoes using our Indoor Tomato Trellis! See how it works here: ” Show the “After.” Example: “When you have the Indoor Tomato Trellis, you’ll enjoy ripe tomatoes picked from the vine even in the coldest winter months. Get the Indoor Tomato Trellis here: ” For more on the "Before" and "After" of marketing, visit Chapter 1. Present a takeaway. Example: “This is your last chance to get the Indoor Tomato Trellis at 35% off: ”