QUICKSET
When you're marketing into
price-sensitive arenas,
get to the point.
In a hurry.
BANBURY BOOKS
Packaging must follow the
conventions of its genre
to guide response.
ANALYTICAL GRAPHICS
Make any call to action very
clear. Use graphics and
explicit intstructions.
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Communicating is provoking. It's about coaxing and prodding. The goal is to incite action.
Go.
One of the functions of marketing is to elicit a response from an audience. The point is movement, the starting of things. So the purpose of the exercise is to move someone from inactivity to action in a specific way.
Yes.
Usually, one wants an affirmative action, a confirmation. Those of us who sell want a request, some kind of "yes." It doesn't matter which "yes" you're looking for. The issue is overcoming the natural resistance to react in the first place by creating a response that moves the prospect forward.
Okay.
Almost any response will do. An obvious, unavoidable "okay" is a terrific first response. It starts things. It establishes an avenue of exchange between marketer and prospect. So long as it qualifies the prospect and establishes communication, the first, critical provocation is a success.
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