Dan Kennedy discusses “What Makes Prospects Buy?” in his Successful Marketing Strategies email. This email focuses on ‘call to action’, which according to Kennedy is the most important device.


Dan Kennedy discusses “What Makes Prospects Buy?” in his Successful Marketing Strategies email. This email focuses on ‘call to action’, which according to Kennedy is the most important device.

Kennedy writes in the email: “A strong direct call-to-action in direct mail is vital. Tell the reader exactly what you want them to do, how to do it and when to do it. If response to your offer is any way complicated you may want to number the instructions, one, two, and three”. [email with the subject: What Makes Prospects Buy?]

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