Is it Ever OK to Have Two Call-to-Actions on One Sales Letter?

11 replies
From the studying I've done on marketing, it seems like most marketing gurus preach that you should have just one call-to-action.

In my mailings, our desired call to action is for them to call us.

But being realistic, I also understand that many recipients may not be ready to speak to us, however some of them may be interested in checking out our website.

As a result, I was thinking about making the CTA for them to call, but put in the "P.S." at the end, an invitation for them to visit a specific page on our website to learn more about us (which contains it's own CTA on it).

Do you think it's ever ok to have multiple options (or CTA's, if you will) on one mail piece?
#calltoactions #letter #sales
  • Profile picture of the author CCarter
    Sounds find, but you have to always test to make sure it works for the desired result. A/B Split test everything!
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    • Profile picture of the author Shane F
      Absolutely fine to do this. Have a call to action link above the fold. Before the signature line and again beneath as a PS line. A/B test this compared to an email with one CTA and I know from my experience and testing, the email with 3 links has a higher CTR.

      Thanks, Shane
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  • Profile picture of the author fasteasysuccess
    You want to follow the power of one with your sales letter however it can be profitable to give a few ways to claim that action you want them to take, but definitely test if 2 or 1 option to claim is best. For example, "you can simply visit website to sign up or call to sign up" but you don't want to offer several different things to do in a sales letter since confusion or stalling obviously can lead to a lost sale.
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  • Profile picture of the author Mwind076
    I wouldn't "offer" more than one, but I would put your information clearly. Whether it's a letter head near the top with your company name, website and phone, or all that information in your signature.

    Use one "call" to action (sign up today by calling Dave at 555-0000) where you explain what they are getting or calling for and of course explain what your company DOES and can do for them.

    Then just close it out like a business letter. You don't want it to look gimmicky or SUNDAY SUNDAY SUNDAY for your initial approach. Keep it simple - people will look for your website or phone number if they like your letter/offer, no need to "P.S. visit our website at _____." Don't treat them like they are first graders.
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    • Profile picture of the author joshril
      Originally Posted by Mwind076 View Post

      I wouldn't "offer" more than one, but I would put your information clearly. Whether it's a letter head near the top with your company name, website and phone, or all that information in your signature.

      Use one "call" to action (sign up today by calling Dave at 555-0000) where you explain what they are getting or calling for and of course explain what your company DOES and can do for them.

      Then just close it out like a business letter. You don't want it to look gimmicky or SUNDAY SUNDAY SUNDAY for your initial approach. Keep it simple - people will look for your website or phone number if they like your letter/offer, no need to "P.S. visit our website at _____." Don't treat them like they are first graders.
      I agree with this... One CTA, but make your contact information readily accessible as you would on any normal business letter.

      Having more than one CTA can be very confusing.
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  • Profile picture of the author misterme
    It's really about not calling for them to choose between do several different options (call now for our brochure or take this short quiz to find out which widget is best for you) which then may simply result in indecisiveness as people weigh which way to go and come up with reasons that go back and forth between the two options like pinballs and then they ultimately decide to not take any action at all because it's easier than making a definite choice.
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  • Profile picture of the author Chriswrighto
    Here's a story that might help...

    We all low YouTube as the video sharing giant.

    But did you know that Vimeo stated a year before?

    Yet the former DWARFS Vimeo.

    The difference?

    YouTube asked viewers to share the video 6 or 7 times on the same page.

    Food for thought.

    Regards,

    Chris
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    Wealthcopywriter.com :)

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  • Profile picture of the author dominik77
    the more call to action you have - the more possiblities for client to respond
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    • Profile picture of the author Biz Max
      No harm in putting a website in a p.s.

      We need to keep in mind people prefer different methods of contact. Many
      will not call as they may perceive a pressured sales situation.

      Give them the option to find out more information, passively.

      2 CTA = kill two birds with one stone
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      http://BrandWhisperer.net
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  • Profile picture of the author Matthew Anton
    There have been studies that having multiple options leads to more conversions.

    As this Ted talk shows, the illusion of other options makes the ones around it more appealing:
    Dan Ariely: Are we in control of our own decisions? | Video on TED.com

    You see it in Television advertising. Give us a call, or go to our website, or visit us at our store.

    You see it when you go to landing pages. There will usually be a phone number to call, or form to fill out (for services such as landscapers, lawyers, etc). Some people will prefer phone, some email, but by offering both you cover the spectrum.

    Typically 4-5 options are the max as anymore and people become overwhelmed and freeze, whereas too little choices and they aren't sure if they are getting the best deal, or if there are other "options" out there.
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