Ask for the sale and make sure the customer knows how to take action. This is known as the call-to-action or frequently referred to as a CTA. The action could be signing up for a newsletter or making a purchase.

This is the action that we identified before we even started writing a word of the letter. This is where we are actually getting someone to take the action needed.

I once saw this sign:

I was interested in buying some honey, but the sign gave me no clue on how I could actually do that. Don’t ever leave the prospect wondering how they can take action. Make it clear to them and ask them to do it.

In your call to action, make sure you are emphasizing the benefits that the reader will get from making the purchase. For example, website buttons can be more effective if they read, Show me how to be more organized as opposed to just Submit. This will help the reader imagine the benefits of using the product.

Action: This article from HubSpot 30 Call-to-Action Examples You Can’t Help But Click should give you some great ideas for your own.