Mad Men character Don Draper once said “People are dying to be told what to do.”
You might disagree with this brash statement, but many in DM and brand advertising would agree. It is true that lots of people’s actions are heavily influenced by a simple suggestion or flat-out directive.
In some states, it is illegal to place classified ads directing readers to simply send $1 or more to an address with absolutely no promise of any value in return. In this media-saturated environment, we have become more skeptical about overt directives, for sure.
But stating what you want the reader or viewer to do does directly communicate where you’re coming from. How many websites do you go to and ask out loud, “What do they want me to do here?” I do it all the time.
Like it or not, asking or telling your audience what to do does have the effect of getting to the point sooner than later. In fact, if you wait too long to deliver the call to action, you stand a very good chance of losing your prospect.
More often than not, I bail out on communiques when they beat around the bush because I feel they’re being too manipulative and wasting my time. LC